How do you get people to think about new ideas?And then, how do you move your audience from thinking - to buying? To examine how ideas go from brainstorming to industry-changing, I’ve invited Pete O'Heeron to join me for today's podcast.  Pete is the Founder and CEO of FibroBiologics, a leading biopharmaceutical company focused on developing and commercializing fibroblast cell-based therapies. We kick the conversation off discussing how Fibroblast has gone from a few peer reviewed papers a year to dozens each week in the span of a mere eight years. Pete helps us understand exactly what fibroblast cells are and why the amount of interest and important research for them has spiked. Not only is research into fibroblast cells new but the work Pete is doing at FibroBiologics is going in directions no one else is. Pete discusses why they are doing work no one else is and how the research and science are the mechanics that steer the direction of the company. Working on such new and cutting edge ideas often means having to convert people from no, to yes. Pete shares how their scientific discovery board is made up of world leaders in stem cell research, which gives the work they do a great deal of credibility. This creates an opportunity to start conversations that spark interest in what the company is doing and allows the science to sell itself as people dig into these new ideas. Pete offers great insight into how to take new niche ideas from prototype to market and have conversations that draws your audience in. Three Key Takeaways: ·         Allowing research and science to dictate the direction of your company can take you in new directions. ·         Getting new ideas out means starting a conversation with the points that will spark interest. After that follow with research and science that can’t be disputed. ·         Having a board within your company that is filled with respected professionals will give the new ideas you produce a level of credibility that others might not have.