03 Oct 2024 Blog

Growth takes courage to communicate: lessons from #Nordeep2024

Read Emma Autio‘s thoughts about the companies that – in the race for growth – rise above the rest by being brave enough to tell their story clearly and convincingly.

Share

At #Nordeep2024, it became clear that strategic brand building and communications are central to every growth company’s journey and this approach was validated by not only those pitching on stage but also the investors and organisations sitting in the audience.

Here’s what I learned

1. Don’t wait to share your story

Brands shouldn’t delay sharing and testing their narratives. Crafting an integrated story that speaks to both investors and the public early on is crucial for building trust and gaining valuable feedback.

2. Listen to feedback 

Be brave enough to ask for insights from those who want to see you succeed. When you shift from selling your idea to solving real problems, the conversation changes, and so does your growth trajectory.

3. Communicate your positioning with confidence 

Clear positioning is business-critical. Without it, even the best innovations can struggle to find their place. It’s not just about pitching; it’s about creating dialogue that evolves and strengthens your brand’s value proposition.

4. Solve the real problem 

Before focusing on the solution, ensure the problem you’re solving is real. In deep tech, it’s easy to get wrapped up in the technology itself and forget to highlight the core problem. Your brand should focus on the tangible issue it addresses, not just the innovative solution.

5. Dare to start stupid 

Explaining your value in simple, clear terms is critical. Starting with why and explaining the societal need behind your innovation in language anyone can understand doesn’t make you sound less intelligent—quite the opposite. Simplifying your message ensures everyone grasps the importance of what you’re solving, making your brand stronger and more approachable.

Return on brand: why it matters

Effective communication doesn’t just build awareness; it drives growth. A strong brand narrative allows companies to build trust, attract new investors, and position themselves effectively in competitive markets. Growth takes courage, and one of the most important investments a company can make is communicating its story with clarity.

At Miltton, we specialize in helping growth companies identify their commercial sweet spot and build experiences that solidify their market position and license to thrive.

Want to hear more?

We are happy to help.