BASEL, SWITZERLAND - 8 October 2026
“So, what is it you actually do?”
At BioTechX Europe, AI was everywhere. So were the diagrams, walls of text and perfectly polished promises.
Everyone wanted to stand out but most looked remarkably similar.
Ours had a giant Giovanni and two words: Brands Unprompted.
Every other booth had its own barista, and the coffee often came with a spiel on the side.
We just handed out slushies.
When people walked over, it was because they were curious. And plenty did, mostly to ask: "So, what is it you actually do?"
The question you want to hear. Also the easiest one to turn into a rant, even after three days of practice.
So it's good to have an answer ready. Short, simple, gets the point across. "We do branding and communications for life science companies." Not all we do, but, read the room, right?
When they lean in, add a little detail. "Scientists are brilliant at explaining their work to other scientists. We help them explain it to everyone else."
Then stop talking. Let their next question tell you where to go. Suddenly you're in a conversation, not a spiel.
And if explaining your company is hard, try explaining yourself.
Yentl and Michela took the stage with the personal version of that question. Their talk, Sorry, who are you again?, was about building a personal brand beyond the company badge.
The biggest takeaway is that you probably already have more content than you think. They’re hiding in everyday conversations and questions people ask you.
Think of a question someone asked you this week, record yourself answering it, and there’s your first post. Or turn a 30-minute voice note into a month’s worth of content. The slides show you how.
Funny thing about a hall full of AI: the best conversations were the ones nobody prompted.