Innovation Communication Lab – From Technology to Market

Communicating, storytelling, presenting and selling innovation.
Innovation Communication Lab is a strategic, business-oriented and hands-on experience, not just theoretical.
Its goal is to support companies, startups and research centers in transforming complex technologies into clear, valuable and market-ready propositions – facilitating partnerships, investments and market growth.

The 1-hour session will be structured into four focused micro-tutorials:

Communicating Complex Technologies: turning complexity into value 
Giovanni Caprara, Scientific Editor, Corriere della Sera 

How can highly complex technologies be communicated without oversimplifying them? Drawing on decades of experience covering science, space and technological innovation, Giovanni Caprara will discuss how effective communication can make innovation understandable, credible and relevant for diverse audiences.

Storytelling Innovation: crafting compelling innovation narratives 
Andrea Barchiesi, Founder & CEO, Reputation Manager

Innovation is not only about technology - it is also about trust. This speech will explore how strategic communication, corporate identity and reputation contribute to the successful positioning of innovative organisations, helping transform technological excellence into lasting competitive advantage.

Presenting Innovation: delivering effective pitches
Gaspare Civiero, Founder & CEO, Delivera – Founder, Sales Excellence Academy 

Bringing innovation to market requires more than technical expertise. This presentation will focus on how companies can effectively present complex technologies to customers, investors and international partners, bridging the gap between technical innovation and commercial success.

Selling Innovation: from lab to market
A concluding discussion bringing together all speakers to reflect on how communication, storytelling, reputation and commercial strategy can accelerate the journey from research and innovation to market adoption.

Introduced and moderated by
Omar Antonio Cescut, Confindustria – Technical Group for Internationalisation