by Jaime Bochet
At the recent Animal Health, Nutrition & Innovation summit hosted by Kisaco Research in Boston, a handful of startups took part in an Innovation Showcase, delivering pitches that could’ve held their own on Shark Tank—if Shark Tank were full of canine cancer treatments, microbiome tech, AI and livestock diagnostics. In under five minutes, each presenter clearly laid out what makes their solution different, why it matters now, how big the market is, and why investors should take notice.
It was a masterclass in clarity and persuasion. No fluff. No jargon. Just sharp, strategic storytelling that made you sit up and think, I want to know more.
How many of us can say the same thing about how we talk about our work?
You might think, “Well, they were competing.” But so are we — all the time. For clients, funding, market share, veterinary teams’ trust, and pet owners’ attention. In a crowded, fast-moving industry, your ability to tell a focused, high-impact story isn’t just a bonus — it’s a competitive edge.
An added complication is that attention spans are shorter than ever. We check our phones on average every 4 minutes. And unless they see immediate value, most people leave a webpage within 10 to 20 seconds. Your window to make an impact isn’t just small — it’s shrinking. Suddenly, 5 minutes sounds luxurious!
How to make every second count
Whether you’re talking to clients, partners, internal teams, or yes, investors, here’s what you should be considering:
- Know who you’re talking to — and what they care about.
Not all audiences are created equal. A DVM, a practice manager, and a pet owner each need different things from your message. Start by identifying your primary audience — and then go deeper. What keeps them up at night? What makes them say “yes”? Cut anything that doesn’t help answer those questions.
- Show up where they already are.
Your audience isn’t looking for you. You need to show up in the channels they trust. That might be a specialist Facebook group, a LinkedIn newsletter, a veterinary podcast, or their inbox at the right time of day. Resist the urge to “be everywhere.” Instead, be present and purposeful where it matters most.
- Say less, so they remember more.
Whether you’re pitching a product, promoting a study, or introducing a service, it’s important to get to the point — fast. Use short sentences, clear structure, and bold statements to land the message. Don’t assume they’ll “get it” from context. Spell it out: Here’s what we do. Here’s why it matters. Here’s what to do next.
The bottom line
The best ideas can’t win if they get lost in the noise. Want to break through? Craft a message that’s audience-first, channel-savvy, and ruthlessly clear. Then deliver it like the clock is ticking—because it is.
This article originally appeared in the June 14, 2025, issue of The Fountain Report.