The unexpected creates memory.

When you do something unexpected, it stands out. And that’s a good thing in an extremely competitive environment like biotech.

Especially for startups.

But how do you stand out?

It’s really rather easy to understand. Just take a look at your competitors and see what they’re doing, then do the opposite.

Which fonts are they using? If they’re fat, go skinny. If their headlines are small, go large.

What colors are they using? If they’re monochromatic, be colorful. If they’re dull, go vivid.

If they have photos of labs, you can have illustrations of cells.

You get the idea.

The point is: read the room, then come up with your own way to stand out and be noticed.

And remember: the unexpected creates memory and standing out is a good thing in a crowded marketplace.


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