Breakthroughs Are Just the Beginning: How a 3D Bioprinting Pioneer Creates a Market
“The Unconventionals” is an award-winning podcast that shares the stories of the CEOs, CMOs, and visionaries who placed unlikely business bets and won big. Now in its fifth season, the series is a dazzling reminder that the biggest risk in marketing is being like everybody else. Hosted by Mike O’Toole, president at PJA Advertising + Marketing.
What would happen if you took a household printer, replaced the ink cartridge with living human cells, and hit “print”? That’s what the founding scientists at Organovo wondered. After years of research, they had an answer: a 3D printer that creates tissue that looks and functions just like native human tissue — outside the body.
It’s a monumental feat of science and engineering. But with the “What if?” answered, to Organovo, an even bigger question remained: “What now?”
How do you bring a truly breakthrough innovation to market when no identifiable marketplace yet exists? Which applications do you focus on to prove the technology? And who do you make the case to first if what you’re providing will feel new and unproven to most of the buyers out there?
In this episode of “The Unconventionals,” Organovo CEO Keith Murphy sits down with host Mike O’Toole, to discuss the amazing medical possibilities of bioprinting — and the major marketing challenges presented by it. As Keith reveals, finding people who are “alive to new possibilities” and the irreplaceable power of human influence is what kept Organovo’s bioprinting innovation from lying dead in the ground.
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