Time to build brand

Late February, Elon Musk reported that the first human patient implanted with a brain-chip from his startup Neuralink appears to have fully recovered and was able to control a computer mouse using their thoughts. With that, Musk became the face of neuroscience, after just eight years in the field.

Visibility and recognition amidst a crowded landscape of innovation is a real challenge for transformative industries. Today’s attention economy is awash with innovations and your stakeholders are bombarded with messages about the next big thing. Companies developing brain-computer interfaces are not just competing for market share or investment dollars; they are competing for mindshare.

Elon Musk and Neuralink will likely contribute enormously in crafting public perception in coming years. It’s crucial for other businesses to emerge now and be recognized, so they can shape the conversation going forward. Beyond the marvels of technology, lies the equally critical challenge of positioning and marketing.

The field of brain-computer interfaces and neuroprosthetics is ripe with innovation that is not just technological advancements. It's a beacon of hope to restore impaired people's communication, mobility, and independence. There is a great story of real human progress waiting to be told.

A company's ability to attract public interest, garner investor attention, and secure a place at the forefront of the neurotechnology revolution hinges on building brand and careful strategic communication. It’s crucial to take the real, progressive work that is being done and distill it into storytelling that resonates with all stakeholders.

Advanced BCI companies should consider what the world knows about their work and the impact it creates, and be careful not to be overtaken by more opportunistic market entrants on the final stretch. I for one, would love to be part of making them winners.