Episode 62: The Science of Storytelling with Laura Lampa

About the guest 

Laura Lampa is the founder and CEO of LML StoryLab Consulting, where she helps scientists, researchers, and technical teams translate their ideas into stories that stick. With a background in science and a passion for communication, Laura bridges the gap between innovation and public understanding. Her work centers on making science more accessible, engaging, and effective — without sacrificing accuracy.

Transcript
 

Zachary Cartwright :
Have you ever discovered something groundbreaking only to have people reject it? Maybe the problem isn't your science, but how you tell the story. Welcome to the Drip, where we keep your mind hydrated with some science music and a mantra. I'm your host, Zachary Cartwright, lead food scientist at AQUALAB by Addium. In today's episode, we will be discussing why some of the most groundbreaking scientific innovations fail to win over the public. Joining us is Laura Lampa, a scientist turned communicator and the founder and CEO of LML Story Lab. In this episode, let's learn how she helps organizations to transform their complex science into compelling storylines. All right, Laura, thank you so much for being here today.

Zachary Cartwright :
I really appreciate your time. I just want to divide this podcast basically into a few different parts. And to start with, I want to focus on storytelling and communication in science. So before I get going, why don't you introduce yourself and just tell us a little bit about who you are.

Laura Lampa :
Yeah, My name is Laura Lampa, and thanks for inviting me. I'm really excited to be here. I am a microbiologist by education and training, and I've worked in the agtech industry and biotech industry for close to 20 years. Within that time frame, I've transitioned over to science communications, and now I have my own consulting firm called LML Story Lab Consulting, where I help other organizations break down their complex technical science into everyday language that can appeal to broad audiences through storytelling.

Zachary Cartwright :
And since you specialize in translating these complex technical works into compelling stories, what are some of the key principles that businesses should keep in mind when they're trying to communicate these really highly technical topics, especially if they're trying to talk to a broader audience?

Laura Lampa :
Yeah, that's a great question. I think one of the most important principles is really knowing your audience. I think for scientists and engineers especially, we love precision. We love to get bogged down into the details. But broader audiences, whether that's a customer, your executive, or even policymakers, they really need that. So what? And they need that right away. So getting into the relevance, why should they even care about the topic? And doing that in a way that you're explaining that in simple language without dumbing it down is really important. I think using metaphors, analogies, and storytelling to help create that connection is super important as well.

Laura Lampa :
So, for example, I'll often compare complex scientific processes to everyday experiences like protein folding as origami, or talk about fermentation within the context of. Of bread making, winemaking, or even beer making. These are things that we are all familiar with and so it helps to visualize the science. I think that's just, you know, some of the basics.

Zachary Cartwright :
Yeah, I think analogies are just so helpful and so important and I find myself using that in my line of work as well as, as you know, I mainly work in moisture control and this is just such a critical factor to product quality and safety. What are some of the ways that companies can better communicate the importance of moisture management, especially to their stakeholders, including maybe suppliers and also consumers?

Laura Lampa :
Good question. I know probably moisture management isn't the most flashiest topic, right? But like you said, it's really important to food quality. And I think the key to translating the science into something tangible is, is really important. So for suppliers it might be about consistency and efficiency, so they need to understand how moisture control affects processing and storage. But for consumer, it might be about freshness, texture and safety. So instead of saying, well, moisture activity impacts my culpro growth, you know, this is something that might be translated as jargon and turn people off. You might want to start thinking about saying, well, this is why your cracker stays crisp or this is why your bread stays soft. These are everyday annoyances to consumers, right? Frustrations and something that might grab their attention a little bit more quickly.

Laura Lampa :
Another strategy I think that people can use is use visuals. You know, they say a picture speaks a thousand words, right? But that before and after image can speak a million words. So think about using a before and after image of a moisture damaged package, for example, or a nice time lapse video can be really impactful. What happens to food over the period of several days if moisture is a factor? I think these types of strategies can make your messaging far more compelling.

Zachary Cartwright :
Yeah, I think using visuals is just so helpful. I myself, I'm such a visual learner and when I get up and present, I always try to have things that are dynamic and changing because like you said, having that picture can really paint the entire picture and help people really understand what's going on. So I definitely agree with you there. Do you have an example of something that was especially challenging, especially technical, that you had to simplify for a non technical audience and maybe what are some of the strategies that you use to make that more accessible?

Laura Lampa :
Yeah, I do have an example. So I know early on in my transition from a startup into bear crop science, it was me and a couple of other scientists, we were tasked with giving a lot of the tours at our site and that was really early on in my journey of being a science communicator. So I was still Using a lot of that technical jargon. But you know, over the course of time, I realized explaining biological crop protection, basically using microbes instead of chemicals, right. To protect plants from pests and disease. For an audience who wasn't really familiar with microbiology, I had to stop diving into using that scientific jargon, talking about metabolites and microbial communities. And I had to start thinking about, well, how can I help them access what I'm talking about in a way that's really relatable and palatable. So actually started talking about probiotics for plants.

Laura Lampa :
So microbes were the probiotics for plants. And this was something that people can relate to because just like yogurt has good bacteria for us and helps us with our digestion, or even now, you know, probiotics in capsule form are so prevalent. That was a way for me to talk about the microbes as probiotics or plants. This is the way we help plants stay healthy. This comparison really made it relatable. And also leaning into storytelling really helped me talk about that complex science. Talking about how farmers or growers were switching from chemical pesticides to biologicals and how by doing so they saw their plants being more bigger, greener, healthier soil, better yields. It really helped to talk, you know, turn a dry technical topic into something a little bit more engaging.

Zachary Cartwright :
Yeah, that, that's a great example. And even myself, that kind of helps me understand it better. So I, I, I think always looking for those examples and analogies can just be so effective. I wanted to move a little bit more into moisture management and really focus on technical communication in the food industry. And as we've discussed a little bit, you know, so many food companies really struggle with moisture related issues, whether it's spoilage or Tegra degradation or microbial growth. How can some companies or all companies, how can they improve their internal communication, whether it's about moisture or some other issues? What are some of the strategies you've seen use internally that can help companies be successful?

Laura Lampa :
Oh, this is a good one. So, you know, one of the biggest issues I've seen in my experience in general is just siloed work flows. Right. So you might have a quality team that completely understands what they're doing, but the operations or the product of team, or even the R and D teams, more upstream of them might not really understand what the quality team is doing. Conceptually we all know what quality does, you know, when we're working in an R and D team, but they don't know exactly what are those continuous improvements they're doing or the exact work. Right. Because of that silo. So I think really the solution here is thinking about how to foster and facilitate cross functional communication.

Laura Lampa :
This could mean providing not just technical reports, but really practical guidance tailored to each team. So you might want to think of, you know, instead of sending a really dense document around water activity, if we're talking about moisture content to a plant manager, but creating that one page visual with just those key pieces of information that they need. Or better yet, could you provide, you know, a hands on demo to a team so that they really understand how their work is impacting others upstream and downstream of them to really solidify that knowledge in their minds so as they go through their continuous improvement processes, you know, they're always going to be keeping upstream downstream impacts in mind.

Zachary Cartwright :
Yeah. And one thing that I've learned in my role that I've found really helpful is really focusing on the challenges and the real world impacts. Because if you can meet with the team and show them that you know what they're struggling with and you know, the challenges and that they're not alone, that other teams face those same challenges, I think it really opens the narrative and allows you to really speak with them and say, hey, I know what you're going through and, and these are the types of solutions I have. So one of the things that I struggle with though, and I think other communication teams struggle with is really balancing the need for precise scientific accuracy and then the need for clarity and engagement. How, how do you balance these things when you're working on your storytelling or you're meeting with a new client?

Laura Lampa :
Yeah, I think, you know, on this, I really think a layered approach is best. So starting with that plain language summary before you really get into those technical details is gonna be really important. You know, the first thing somebody should, whether they're the reader or an in live audience, you know, the first thing somebody should see are those key takeaways in really simple terms and then you can start diving into those technical details. I think also, you know, think a lot about the formatting, especially if you're giving a presentation or again if you're, if you're providing a document that somebody's going to be reading. Think about your formatting in terms of people don't want to just read this long, long thing. They want to see bullet points, they want to see tables, infographics. Anything that you can do to improve that readability for somebody is going to be really important in communication. And then the other thing is test it.

Laura Lampa :
If you have the time, you know, read it by a friend, somebody outside of your field, if they're struggling to understand what you're communicating, I promise you that your audience is going to also struggle. And it needs to be rewritten or reworked.

Zachary Cartwright :
Yeah, I think dumbing it down or making it simple, sometimes people are really afraid to do that because they think they're losing part of the value. But I, I think that if you can make it so that a third grader can basically understand what you're getting after, then that's actually a really good starting point. And again, something I've had to learn in my role is that keeping it simple is actually a huge advantage a lot of time, and then if you need to go into more detail from there for specific people, then, then you go that direction. But kind of starting and making sure that everybody is on the same page can, can be really effective.

Laura Lampa :
Going back to the tours, when I was providing tours at Bear Crop Science, I remember I was touring the communication team, and again, this was part of the light bulb moment for me on, like, what is science communication? I was touring our corporate comms team and one of the people in my audience, she sat in our building, so she heard our jargon all the time. And as I was going through, I kept on saying one word. And she pulled me aside after the tour. She said, thank you so much, but could I give you some feedback? And she said, you kept on saying this one word. What else could you have said? And you know me, I'm thinking, I have no idea. Because that's what it is with using culture. Culture, micros. And she just kept pushing.

Laura Lampa :
But what is another word that I said? Grow. Grow. Microbes say that, you know, so it was a simple word. Right. But it doesn't degrade the meaning. So to your point, finding those synonyms in everyday language is, is important and it is possible without changing the meaning or losing your precision and moving on.

Zachary Cartwright :
Into more strategic engagement and kind of the change management that you've worked on. I know you've worked on changing communication strategies for some of your acquired teams that you work with. What are some of the biggest communication challenges during a business transition? And what are the ways that storytelling can really help to ease that process?

Laura Lampa :
Yeah, I think one of the biggest challenges in business transition, especially when you're going through a merger and acquisition, which I've been part of, is uncertainty. Right? I mean, people want to know, what does this mean for them? Will my job change? Will I even have a job? Do I have a future here? And I think the mistake many companies make is relying too much on corporate jargon instead of speaking directly to people's concerns. People don't want to hear, oh, we're aligning synergies to optimize business operations. That doesn't really mean anything to them, right? Again, they want to know, am I going to have a job next quarter? And how does my day to day work change? And I think storytelling can be really important here. It helps to make the transition feel more human. So instead of just saying we're integrating two companies, maybe think about sharing a story about another company that successfully went through a merger and thrived, right? So I don't know, three years ago, another company went through a similar transition. At first, employees were uncertain, but by focusing on collaboration and open communication, they not only adapted, but they helped drive the company's next wave of innovation. Today, they're thriving.

Laura Lampa :
Here's how. Right. Like that could be your preface to a story. And really what this does is two things, right? You're, you're providing assurance, reassurance to your employees, but you're also giving them a roadmap. They saw how it worked before, so they can kind of picture themselves in the story. Then the other thing. So to, to, to go with that, you're giving them a visual. Make that your employees a protagonist in the story.

Laura Lampa :
Don't make them the audience, right? They're not passive. They have an active role to play. And make sure that they always know that and that they visualize that so that they could be a part of the change instead of having the change happen to them. I think that's one of the ways that companies can really help employees transition and survive through change?

Zachary Cartwright :
And let's say that you move through that transition. What are some of the ways that you've seen or help companies to really become thought leaders in the areas they work on? Whether it's my company working on moisture control or maybe another company doing food preservation or some other type of technology or method, how can companies become those thought leaders that they want to be?

Laura Lampa :
You know, one of the things is going beyond just a sales mindset, right? You're not here to sell a product or a brand. You're here to share knowledge. So moving from that sales mindset to more of a knowledge sharing mindset and thinking instead of just your technology, but finding ways to create content that help people to understand that bigger picture. So that could be in a series of ways, right? You could think of blog posts, white papers, LinkedIn, webinars, case studies, but the the real key here is to go beyond your own product and position yourself as a company that wants to help others make better decisions. So if your content is consistently adding value to your audience, then you're going to be naturally seen as an industry leader, not just a supplier. And so when somebody is ready to buy your product, they're already going to trust you.

Zachary Cartwright :
And again, I feel like I'm having so many points of this where I say, you know, I've kind of learned this or at least seen it, and it's really true because something I focused on is if I can really find a way to clearly educate people, whether it's at a conference or a meeting with an R and D team or something like that, even if the sale doesn't necessarily happen right then, right away, if you do a good job of clearly communicating the value and showing that you know those challenges, I'm always surprised that whether it's a month later, a year later, several years later, people come back and say, hey, I really remember that this presentation that you gave, it's always stuck into the back of my head. And now I'm in a new position where I need those types of resources. So even though of course sales drives most things and companies of course have to make money, I think by focusing on clear communication and the education portion really comes back around and does eventually lead to the sale if it's meant to be.

Laura Lampa :
Yeah, exactly.

Zachary Cartwright :
Just kind of. My final question here is just looking at your own personal insights and some industry trends. What trends do you see shaping the future of technical communication, especially in the food industry? And how can businesses stay ahead in terms of effective engagement and storytelling?

Laura Lampa :
Maybe it's more of a shift. One trend is more of a shift towards visual and interactive content. You know, long gone are the days of technical PDFs, right? So really leaning in those short videos, those are really engaging. Think TikTok style videos, infographics, and even AI driven chat interfaces that allow people to get that instant digestible answer that they're looking for. Those are some of the things that people want to watch out for. I think the other trend though is, and this is important, consumer transparency, right? More than ever, consumers want to understand what's in their food and they want to know how it's made. So companies should be embracing that. They should be embracing open educational storytelling rather than just marketing.

Laura Lampa :
That's going to really help to build trust with their audience. And then I think finally maybe think about, you know, how AI and predictive analytics are becoming bigger, a bigger part of food quality management. So I think those are some of the emerging trends that people should be watching out for.

Zachary Cartwright :
Yeah, that's great. And even myself, I find myself focusing on making more short videos and things like this that really get to the point, you know, every now and then, somebody still wants a really technical PDF. And part of my job is my company is just making sure we have all those different formats. Sometimes people want to read something or they want to listen to a podcast, or they want to see a video. And so just being able to meet people wherever they learn the best, I think having that variety is really important.

Laura Lampa :
Yes, absolutely. The variety is. Is key because not everybody learns the same. So making sure that you have a format for everyone's going to be super important.

Zachary Cartwright :
Switching gears a little bit, I'm curious what music you brought with you today? What is a song or maybe an artist that you listen to?

Laura Lampa :
Oh, gosh, you know what? I grew up in the 80s and 90s and so still a big Depeche Mode fan. I love their music.

Zachary Cartwright :
Yeah, that's great. And I see you have a song here. And we'll make sure to add a link. Just can't get enough. We'll have a link in the podcast description.

Laura Lampa :
That song often plays in the back of my head for whatever reason, especially as I'm working. It just gets me in that groove.

Zachary Cartwright :
It's hard to get out once it's there. And also, what mantra or saying did you bring with you today? Anything that kind of motivates you or brings some balance to your life?

Laura Lampa :
Yes, I had a great mentor in my life, and he once reminded me of all of the great things and accomplishments I did while I was working with him. And I think as I was going through my transition of going from scientist to communicator, he reminded me, said, hey, never sell yourself short. And so anytime I feel self doubt creeping in, that's mantra I repeat to myself. And that's the mantra I'd recommend for anybody. If you ever are feeling a little sense of doubt, just say, hey, don't sell yourself short because you've got it in you.

Zachary Cartwright :
That's great. I love it. Well, thank you so much for bringing that and for coming on the show and talking about this topic. I think especially now, with so much information or misinformation out there, being able to clearly communicate sciences is just so important. So thank you so much. Do you have any upcoming speaking opportunities that you want our listeners to be aware of? I know we're both speaking at the Northern California ift event here in May, in a couple weeks or so. But anything else that you want our listeners to know about, that's the primary.

Laura Lampa :
One I have coming up. So I'm glad you brought that up and I look forward to meeting you there.

Zachary Cartwright :
Perfect. Well, we'll add a link to the description as well so people will know where we'll be. Well, thank you Laura. I really appreciate your time. I'm glad we could get this done. And thanks again for all your insights.

Laura Lampa :
Yeah, thank you so much for the conversation. I really enjoyed it.

Zachary Cartwright :
Today's episode is sponsored by Aqualab. In this episode we discussed science communication. Did you know that at Aqualab part of my role is helping our company to communicate our own groundbreaking scientific innovations so that we can positively impact the food, pharmaceutical, cosmetic and cannabis industries as much as possible? One of the biggest takeaways I've learned in my role is that people like to learn new things very differently. For example, some people prefer to read an application note, while others would rather listen to a presentation or podcast. Or others may prefer to watch a video depending on whether you're a visual, auditory, or even a kinesthetic learner. At Aqualab, we strive to make a variety of learning and marketing materials so that you can clearly understand the types of moisture challenges that we help world class companies to overcome, the value of adding Aqualab as a partner, and the cost of inaction for not managing moisture at all steps of production processes. A link to Aqualab's website will be in the podcast description so that you can check out all the learning resources we've put together. Under the Knowledge Base section, you'll find our expertise, library, education guides, market insights, customer stories, webinars and of course, podcasts.

Zachary Cartwright :
Today's recommended song is Found you'd Love by Grizz. Grizz delivers pure sonic euphoria with Found you'd Love. A vibrant blend of future funk, soulful vocals and that signature brass infused energy. The track pulses with uplifting melodies and rich, dynamic production, capturating the exhilarating rush of discovering deep connection. The Drop hits with a perfect balance of groove and grit, making it a festival ready anthem while still carrying an emotional core. Whether you're vibing solo or sharing the moment with someone special, Found you'd Love is a feel good ride that cements Grizz's mastery of blending electronic beats with organic soul. A link to the song is in the podcast description. To round out this episode, here is another mantra As a reminder, this is something that you can repeat to yourself.

Zachary Cartwright :
You can even say it out loud. This episode's mantra is I am powerful. I will repeat this three times, and maybe you can say it out loud. Here we go. I am powerful. I am powerful. I am powerful. As you keep this mantra in mind, I also challenge you to think about the things that make you feel empowered.

Zachary Cartwright :
How can you welcome more of these feelings into your life? Thank you so much for listening to this episode and to all of our episodes. I really appreciate it. My name is Zachary Cartwright, and this has been an episode of the Drip, brought to you by Aqualab. Stay hydrated and see you next time.