




To connect with this audience, we must acknowledge and build on the importance of their expertise within their field. They know best. They understand that a closed system is better than an open one. They know that constant care of their cells makes happier cells. They know that being able to test variables mid-stream empowers their research and improves their results. All these things they do know are wrapped up in automation too. The idea is to get them to agree to multiple statements that ultimately lead them to automation.