From Tech to Impact: How to Tell Your Innovation Story
Whether you’re unveiling a new technology or refining a current solution, how you frame the story makes all the difference.
Some of my favorite innovations I’ve worked on over the years?
Self-driving cars. Interactive whiteboards (that’s going way back, with a nod to Xerox PARC!). Vision AI for retail. Even energy storage devices that had me brushing up on chemistry concepts. In every case, I’ve been wowed by the technology, but also by how it connects it to real-world impact. That’s part of what makes the story resonate.
Over the years, I’ve developed a practical approach to help companies tell their innovation story with clarity and impact.
Here’s my guidance to bring those stories to life:
1. Define what sets you apart.
Lead with the unique aspects of your innovation. Is it the first, the fastest, or simply the most practical solution? Your competitive edge should be clear from the start.
2. Set up your problem-solution.
Frame the challenge you’re addressing and why it matters. Are you solving a pressing industry need? Improving a customer experience? Delivering measurable ROI?
3. Avoid jargon.
Cut the language that alienates your audience. Speak in terms anyone can understand, regardless of their technical expertise.
4. …But use a little jargon.
Sometimes, a touch of technical detail builds credibility. For the right audience, the right terms can underscore depth and expertise.
5. Show, don’t tell.
Don’t claim your innovation is “revolutionary.” Prove it with facts, examples, and demonstrations.
6. Find analogies.
A strong analogy makes complex ideas more relatable. It can apply to a big-picture concept or even a single design detail.
7. Explain it from multiple angles.
Look at your innovation through different lenses — engineering, design, research, or marketing. This gives the story more dimension and impact.
8. Think people, not just tech.
Show how lives are improved, not just how features work. A customer story, an employee’s perspective, or a community benefit makes innovation feel human.
9. Address broader impacts.
Step back. What’s the bigger picture? Maybe it’s sustainable production practices, ethical AI, or societal influence. These dimensions elevate your story.
10. Show your passion.
Don’t shy away from enthusiasm. When you’re genuinely excited, your audience feels it too.
“The right innovation story doesn’t just explain a new technology — it inspires confidence in its value, relevance, and future.”
My best “trick” for getting to the heart of innovation stories?
Asking loads of questions. I’m always probing to understand the depth and nuance of innovations— where the idea came from, underlying or enabling technologies, what exactly is new or different, the future vision, and how to put it all into plain speak.
The right story doesn’t just explain a new technology—it inspires confidence in its value, relevance, and potential. By clearly defining what sets you apart, showing your passion, and making your message relatable, you can transform a technical breakthrough into a story that resonates with customers, partners, and investors alike.
Lorraine Hamby is a senior communications consultant and interim CCO/CMO. She helps companies navigate leadership transitions, craft innovation stories, and manage high-stakes communications — from product launches and M&A to crisis response — and loves the challenge of making complex ideas resonate.
