Rating: 5 stars
Headline: Featuring real-world case studies, this guide is a must for marketeers in science
Review:
With the rise of the internet, social media and dwindling attention spans, the economy of attention has never been more valuable. In Elizabeth Chabe’s own words: “At the distinct risk of sounding self-serving…In an era where humanity faces unprecedented challenges such as climate change, resource scarcity, energy deficits, food security, and global health threats, the role of science marketing stands at a critical juncture.”
In her new book, The Giant’s Ladder: The Science Professional’s Blueprint for Marketing Success, Chabe provides a step-by-step guide for those in the field of scientific research looking to promote their research to a wider audience. From how best to communicate, to knowing where to focus energy to get the best return on investment, Chabe’s “seven rung” guide covers all the essential material needed for any would-be marketer.
It is worth noting Chabe’s credentials. A recognised strategic consultant in the fields of science and technology, her previous work in the field has gone on to feature in The New York Times, Popular Science and Entrepreneur, amongst a string of other popular titles. Her (and her team’s) experiences supporting scientific firms to achieve funding goals are dropped in throughout, providing real world case studies which help support the broad discussion topics presented.
As books go, this is expertly written, with a clear and engaging writing style that strikes the perfect balance between formal and informal. Content is presented nicely on the page through mixed use of tables, bullet points, diagrams and block paragraphs, and is communicated in succinctly with key they takeaways listed at the end of each chapter. The varied style helps keep the book engaging cover-to-cover.
While it is overstated to say that this book will solve all the world’s problems, anything that contributes towards the cure is no bad thing, especially when it comes packaged like this. The sooner more news feeds on social media become less bogged down in clickbait trivia and destructive wars, and more on the drive toward a sustainable and peaceful world, the better.
AEB Reviews
Links:
Reedsy Discovery Review: AEB Reviews – “The Giant’s Ladder…” by Elizabeth Chabe
Purchase Link: “The Giant’s Ladder…” by Elizabeth Chabe (Amazon)
Author Website: https://elizabethchabe.com/
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