JULABO manufactures, distributes, and sells highly precise temperature control equipment used to support research, development, and innovation in numerous industries including academic/scientific research, aerospace, automotive, analytical labs, chemical labs & manufacturing, biotechnology, cannabis, clinical testing, material testing, pharmaceuticals, petrochemicals, semiconductors, and more. I wanted to learn more about how technology is transforming its business and solving problems for their customers. vDelivery, LucaVision, IoT, Holographic Displays are just a few areas I wanted t to explore, so I invited Dr. Dirk Frese onto the podcast. Dr. Dirk Frese is a scientist and biochemist with a background in sales and leadership for scientific equipment companies and manufacturers. He is also the V.P. Sales, Marketing & Service at JULABO USA, and founder of Wisdom. Much of the technological innovations are focused on product/instrumentation innovation. But with his deep passion for technology, Dirk explains how it can also be used to drive customer engagement and experiences. I also learn how they applied technology to enhance their business when they first started offering vDelivery five years ago. We discuss how JULABO USA has been implementing AR/VR technologies to reduce service wait times for customers. Dirk also shares the inspiration behind LucaVision and reveals why he turned to holographic displays after growing increasingly concerned about the amount of money being spent on shipping equipment to and from tradeshows. Technology is changing every aspect of their business, and even IoT sensors are being added to machines post-production to help track equipment performance, service, and maintenance needs. Our conversation covers a wide range of emerging technologies and how they are being used in the business world. But, it's human storytelling at the heart of the business.