This Time It Landed copertina

This Time It Landed

This Time It Landed

Di: Michael Liebowitz | Brand Managers
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A proposito di questo titolo

 Your message is the difference between getting a yes or a no. Between strong interest or blank stares. This show is about finding the words that move the needle. This Time, It Landed is where business owners step into the hot seat to work through a messaging issue they just can’t crack. Each episode, messaging and positioning expert Michael Liebowitz draws on his background in linguistics and neuroscience to help a guest uncover why their message isn’t landing and what it’s really going to take to make it connect. If you’re a founder, consultant, or service provider trying to turn your value into words that work, this is your front-row seat to real-time breakthroughs.Copyright 2025 All rights reserved. Economia Marketing Marketing e vendite
Episodi
  • Making the Impossible Understandable: Messaging Deep Science That Actually Lands (VIDEO)

    Making the Impossible Understandable: Messaging Deep Science That Actually Lands (VIDEO)
    Feb 11 2026
    In this episode of This Time, It Landed, Michael Liebowitz sits down with Aldo Pourchet, co-founder of Omios Biologics, to tackle one of the hardest challenges in science-backed startups: how do you communicate deeply complex innovation in a way investors actually understand? Aldo walks us through why many current cancer therapies fail, how cancer adapts faster than single-mode treatments, and why viral-based therapies offer a fundamentally different approach. Together, Michael and Aldo work live to translate cutting-edge oncology science into clear, compelling messaging — without dumbing it down. Guest Introduction: Aldo Pourchet is the co-founder of Omios Biologics, a biotechnology company developing next-generation oncolytic viral therapies designed to match the complexity and adaptability of cancer itself. With a background rooted in molecular biology and translational science, Aldo focuses on turning decades of fundamental research into therapies that overcome resistance, toxicity, and the limitations of single-target cancer treatments. Key Takeaways:
    • Cancer adapts rapidly — therapies that rely on a single static target inevitably fail.
    • Complexity in the solution doesn’t mean complexity in the message.
    • Oncolytic viral therapies work by exploiting what cancer cells lack, not what they express.
    • Effective messaging starts with what the audience needs to understand, not what the scientist wants to explain.
    • Investors don’t need all the science — they need the logic of why it works.
    • Metaphors are not simplifications; they are precision tools for understanding.

    Chapter Markers: 0:00 Welcome to This Time, It Landed 0:48 Show intro and framing the messaging challenge 1:18 Introducing Aldo Pourchet and Omios Biologics 2:10 Why cancer therapy is inherently complex 3:12 Why current therapies rely on fragile assumptions 4:30 Toxicity, resistance, and the limits of single-mode treatments 6:05 Using analogies to explain cancer behavior 8:30 Why viruses naturally target cancer cells 11:00 What makes oncolytic viral therapies different 13:45 Engineering selectivity instead of attenuation 16:30 Matching therapy adaptability to cancer adaptability 18:10 The “changing shapes” metaphor that lands 21:00 Pre-framing investor objections 24:00 Why efficacy must come before safety in messaging 27:45 Translating science into investor-ready language 31:00 Where Omios is in its development journey 34:30 What still needs to be done to reach clinical impact

    Keywords: This Time, It Landed podcast, Michael Liebowitz, Aldo Pourchet, Omios Biologics, cancer therapy innovation, oncolytic viruses, biotech messaging, life sciences communication, startup storytelling, venture capital biotech, scientific messaging, oncology innovation, complex product messaging
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    1 ora e 1 min
  • Making the Impossible Understandable: Messaging Deep Science That Actually Lands (AUDIO)

    Making the Impossible Understandable: Messaging Deep Science That Actually Lands (AUDIO)
    Feb 11 2026
    In this episode of This Time, It Landed, Michael Liebowitz sits down with Aldo Pourchet, co-founder of Omios Biologics, to tackle one of the hardest challenges in science-backed startups: how do you communicate deeply complex innovation in a way investors actually understand? Aldo walks us through why many current cancer therapies fail, how cancer adapts faster than single-mode treatments, and why viral-based therapies offer a fundamentally different approach. Together, Michael and Aldo work live to translate cutting-edge oncology science into clear, compelling messaging — without dumbing it down. Guest Introduction: Aldo Pourchet is the co-founder of Omios Biologics, a biotechnology company developing next-generation oncolytic viral therapies designed to match the complexity and adaptability of cancer itself. With a background rooted in molecular biology and translational science, Aldo focuses on turning decades of fundamental research into therapies that overcome resistance, toxicity, and the limitations of single-target cancer treatments. Key Takeaways:
    • Cancer adapts rapidly — therapies that rely on a single static target inevitably fail.
    • Complexity in the solution doesn’t mean complexity in the message.
    • Oncolytic viral therapies work by exploiting what cancer cells lack, not what they express.
    • Effective messaging starts with what the audience needs to understand, not what the scientist wants to explain.
    • Investors don’t need all the science — they need the logic of why it works.
    • Metaphors are not simplifications; they are precision tools for understanding.

    Chapter Markers: 0:00 Welcome to This Time, It Landed 0:48 Show intro and framing the messaging challenge 1:18 Introducing Aldo Pourchet and Omios Biologics 2:10 Why cancer therapy is inherently complex 3:12 Why current therapies rely on fragile assumptions 4:30 Toxicity, resistance, and the limits of single-mode treatments 6:05 Using analogies to explain cancer behavior 8:30 Why viruses naturally target cancer cells 11:00 What makes oncolytic viral therapies different 13:45 Engineering selectivity instead of attenuation 16:30 Matching therapy adaptability to cancer adaptability 18:10 The “changing shapes” metaphor that lands 21:00 Pre-framing investor objections 24:00 Why efficacy must come before safety in messaging 27:45 Translating science into investor-ready language 31:00 Where Omios is in its development journey 34:30 What still needs to be done to reach clinical impact

    Keywords: This Time, It Landed podcast, Michael Liebowitz, Aldo Pourchet, Omios Biologics, cancer therapy innovation, oncolytic viruses, biotech messaging, life sciences communication, startup storytelling, venture capital biotech, scientific messaging, oncology innovation, complex product messaging
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    1 ora e 1 min
  • Why Your Customer Data Is Lying to You (and What to Do About It) (VIDEO)

    Why Your Customer Data Is Lying to You (and What to Do About It) (VIDEO)
    Feb 11 2026
    If you’ve ever tried to get real insight from niche or senior audiences, you already know the truth: humans say one thing, do another, and sometimes don’t respond at all. In this episode, I sit down with Jeremy Greenberg, founder of CrowdWave AI, to unpack why traditional research methods are breaking down — and how simulated sentiment is helping leaders finally get high-fidelity signals fast enough to matter.

    Guest Introduction: Jeremy Greenberg is the founder of CrowdWave AI, a research innovation company combining data, AI, and human expertise to simulate sentiment from hard-to-reach audiences. Before launching CrowdWave, Jeremy led research and analytics at DraftKings and spent more than a decade running Avenue Group, a primary research firm supporting private equity diligence. His work focuses on uncovering what customers really think — beyond what they say in a survey — to help leaders make more confident, data-backed decisions. Key Takeaways:
    • The problem isn’t research — it’s access.
    • AI isn’t replacing human research — it’s unlocking missing layers.
    • CEOs aren’t resistant to insight — they’re overwhelmed by the friction.
    • Trust is built through shared beliefs, not time.
    • Speed to function is becoming the new competitive advantage.

    Chapter Markers: 00:00 – Why research with niche audiences breaks down 00:31 – Welcome to This Time, It Landed 01:18 – Introducing Jeremy Greenberg of CrowdWave AI 01:43 – How CrowdWave uses AI, data & human expertise 02:18 – Attracting the wrong-fit client 03:40 – The communication friction at the C-suite level 04:50 – Why Jeremy built CrowdWave 06:17 – What AI can reveal that surveys can’t 07:57 – The behavior layer that research often misses 09:45 – Human bias vs AI simulation 11:40 – Why niche audiences are so hard to reach 13:20 – Reducing internal echo chambers 14:54 – What AI adds beyond traditional research 16:20 – Speed vs accuracy: what really matters 18:03 – Finding the belief system behind the business 19:22 – Why organizations avoid research 20:56 – The trust layer in decision-making 23:13 – The real challenge: finding the right people 25:14 – The fidelity problem in customer data 26:25 – Jeremy’s concerns about “replacing humans” Keywords: CrowdWave AI, simulated sentiment, customer research, market research innovation, B2B insights, AI-assisted research, executive decision-making, niche audiences, behavioral prediction, messaging clarity, Michael Liebowitz, This Time It Landed podcast, neuroscience and messaging, product testing, brand positioning, customer sentiment analysis.
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    44 min
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