From R&D to ROI: The last mile of innovation is communication

 

In times when the news can feel overwhelmingly bleak, it’s easy to lose sight of hope. For me, scientific discoveries offer a welcome antidote to the world’s worries. In my work, I’m regularly amazed by both small and significant breakthroughs. It’s hard to stay discouraged when you hear about innovations like carbon capture, hydroponics in space, new battery materials, protein spun from air, or sustainably produced recycled fibres. Suddenly, the world doesn’t seem quite so doomed after all.  

But these sparks of hope, stemming from labs and research institutes, need to reach decision-makers and the wider public. For that, we need top-notch science communication.   

Juha Merimaa, recently named Science Journalist of the Year, gave an excellent interview to the Tiedetoimittaja magazine. Having transitioned from science journalism to university communications, Merimaa described the difference between science journalism and PR:

“In journalism, the reader is always the focus. When writing a press release, for example, you must think much more broadly: what does the researcher want, what might the funder want, what could the university leadership want?”  

I recognise this tug-of-war myself when working with clients on planning the launch of various innovations. At its best, collaboration between a communications professional and a subject-matter expert results in messaging that places research findings in a wider context and helps people understand their significance.

Communication officers in research institutes and universities play a crucial role. They help researchers articulate their work, ask the key questions that non-experts would, and make impactful communication possible. Proving the value of research to the scientific community is a different game from making a discovery understandable to, say, a government advisor or the general public.

Sometimes, though, this push and pull can weaken the message’s impact. That’s when a skilled science journalist is truly needed to carry the message that final stretch to its audience.

Growth rewards the patient

Science has solved many of the world’s toughest problems, and more solutions are on the way. Yet in a society that often favors quick wins, we need patience and the ability to look both far back and well ahead.

The Rapport magazine recently published an excellent article, funded by the Kipsi project, about the success of a five-year gypsum treatment program for fields. These kinds of hopeful stories, which require long-term follow-up, are exactly what concerned citizens crave. Thank you, science journalism!

Innovation is also vital for the economy. But when it comes to financial returns, patience is key.

At a recent Rotary meeting, I had the chance to hear economist Mika Maliranta’s rationally optimistic take on Finland’s future. What stuck with me was his description of the journey from innovation to profitable business as a three-step process: first comes research and development, then experimentation and piloting, and finally scaling up to a productive business.

According to Maliranta, many promising Finnish companies are currently in the second phase, testing their innovations’ market potential. Soon, many will move to the third phase, and we can start looking forward to tax revenues – and perhaps even some personal gains.

However, the impact on the national economy only becomes visible ten or even twenty years after an innovation is born. While we wait, we might as well read Maliranta’s new book, which predicts strong economic growth.

Crossing the “valley of death” with a sturdy marketing budget

Visionary organizations like VTT help companies make the leap from product development to profitable business, guiding them across this notorious gap. The publication “Through the Valley of Death – How can Finland grow,” released at the end of 2025, lists a breathtaking array of innovations already taking root: quantum technology, dual-use technology, materials development, and many deep tech solutions.

In my view, once you’ve made it across the valley, it’s crucial not to forget about marketing. Too many brilliant companies founded by researchers and engineers still overlook the importance of investing in marketing and preparing the ground for sales.

Hope isn’t built on an information overload, nor will stories alone boost GDP. But with the right combination of patience, communication, and timely marketing, innovations can step into a world that’s already eagerly waiting for them.

Read also my colleague Liisa’s excellent tips for innovators looking to make the most of marketing.