Space is a fascinating industry, full of brilliant minds working on groundbreaking solutions that impact our daily lives in ways we often don’t even realise. But there’s a communication gap that needs addressing. We recently exhibited at The Andy Thomas Foundation Space Forum in Adelaide, and the conversations we had there shed light on two big challenges: communication and people.
Space, like many highly technical industries, often struggles to communicate its value clearly. We have experts in the field, deeply knowledgeable about their subject matter, but sometimes they forget that not everyone speaks their technical language. This can create a disconnect between the technical community and the general public, investors, and even potential customers. Here’s what I learned and a few key takeaways for how space companies can improve their communication.
- Simplify Without Dumbing Down
It’s easy to think that simplifying your message means reducing the quality of information, but that’s not the case. The goal is clarity, not simplicity for simplicity’s sake. Deep expertise doesn’t have to be lost in translation. If you can break complex ideas into more digestible terms without losing the essence of the message, you’re making your work more accessible, and that’s the key.
- Know Your Audience
The space industry is filled with subject matter experts, and understandably, they often speak in technical terms. But know who you’re talking to; whether that’s an investor, a customer, or the general public. Technical audiences may appreciate the detail, but the broader public or potential investors want to understand how your work impacts the world around them. When you’re speaking to a non-technical audience, try to frame your message in a way that highlights the real-world applications of your work.
- Start With a Hook, Then Deliver the Essentials
Technical companies often think they need to give every detail, but you don’t need to overwhelm your audience with information they didn’t ask for. Start with a hook, something that grabs their attention and sparks curiosity. Then, focus on delivering the most relevant and impactful information. The goal is to engage, not overwhelm, and sometimes less is more.
- Engage the Broader Audience
While your core audience may be highly technical, don’t forget about the wider audience that’s also affected by your work, whether it’s the general public, investors or potential collaborators. Engaging the wider audience isn’t just about selling products and solutions; it’s about building awareness. Space technology touches everything from weather forecasting and avoiding disasters to GPS and banking. The more the public understands about space, the stronger your brand’s position becomes.
It is certainly an exciting time for the industry- but those who often think that’s it’s only the beginning; we are beyond that – and that’s a message that needs to spread loud and clear!
If you have a technical business that needs support with communicating your message – that’s what we love to do, which means you can get back to doing what you love (most likely the engineering…)
Book a time with Bryden here.
