Five things I learnt at Innovation Zero 2025: Standing out in a sea of innovation
By Marcus Lim, Senior Account Manager in Energy
“The world we built wasn’t designed with decarbonization in mind”. Now in its third year, the event brought together next-gen energy firms, circular manufacturers and climate clean tech innovators. From policymakers to private capital, the hall was packed with people ready to act. The ambition and momentum is real. And, so is the innovation.
The clean technologies on show weren’t just hypothetical – they were impressive, investable and implementation-ready.
The question isn’t whether innovation exists. It’s how you make your innovation cut through the noise. How do you make it stand out, resonate and convert in a sea of equally smart, equally urgent solutions?
The pitfall is that too many brands still don’t know how to tell their story. Here are five hard lessons from the floor:
#1 So much cool tech, so much potential – but the proposition isn’t landing
The best innovations weren’t always the best communicated.
We saw carbon-negative technologies, groundbreaking digital solutions and industrial decarbonization tools you’d want to invest in tomorrow. But the message on the stand often didn’t match the caliber of the innovation behind it.
We spoke with passionate sales reps who knew the specs. But the brands that stood out didn’t just show what their innovation did – they made it matter. Whether it was tied to a societal challenge, regulatory shift or clear customer pain point, the standout stories felt urgent and relevant – not abstract.
Storytelling is a multiplier. And it’s often the missing piece.
#2 Bigger isn’t always better
Yes, there were towering installations and glossy screens. But that didn’t mean the messaging landed. With the global push towards net zero, many brands are vying for attention in the sustainability space. In a space where everyone is promising impact, differentiation doesn’t come from having the best solution. It comes from making your message land.
The brands that left a mark had one clear thing to say – and said it fast.
What do you do? Why should I care? What can I do next?
If your stand doesn’t answer those questions in under ten seconds, you’re forgotten. Gimmicks and giveaways draw crowds – but clarity converts.
#3 Don’t just grab attention – hold it
We’re conditioned to scroll past noise. That reflex doesn’t stop when we step onto an expo floor. Your stand needs to break that pattern with something bold – a visual, a question, a surprise. But stopping someone is the first job – the harder one is making them stay.
In an environment saturated with stimuli, concise and compelling narratives stood out. We saw too many brands open strong but lose people with vague claims or buzzword-heavy language. The best ones got specific. They made one point stick.
Don’t try to say everything. Say something unforgettable.
#4 A packed stand means nothing if it leads nowhere
Let’s be honest, events like this aren’t about going viral. They’re about building pipeline. Your stand isn’t just a brand showcase; it’s a gateway to action. The smartest teams didn’t just show up, they built systems. They knew exactly what would happen after the badge scan – not just during it.
If you’re not planning what happens after capturing leads, you’re wasting your budget. And let’s be real: events are expensive. So, what’s the plan after the stand is packed away?
You need an always-on strategy that turns fleeting interest into commercial momentum: digital funnels that capture intent, a website built to convert and thought leadership that keeps slower-burn leads warm. A busy booth feels good in the moment but if it doesn’t go anywhere, it’s a lost opportunity.
#5 Strategy beats spend
Not every brand has the resources of industry titans. However, strategic creativity can level the playing field. The most impactful brands weren’t the biggest, they were the most prepared. They didn’t see the expo as a one-day moment. They built it into a bigger, ongoing campaign.
They had content running before, during and after. They turned their stands into content engines. They showed up again through LinkedIn ads, targeted mailers and media – long after the floor closed.
One moment like this can fuel six months of brand activity – if you plan it that way.
We specialize in making the complex, compelling
We understand the energy, industrials and clean technology space. Because we specialize in this space, we know how to turn complex technology into compelling stories that resonate with investors, customers and media – and drive real commercial results.
We can help you sharpen your value proposition, turn your event presence into a lead engine and build a strategy that connects marketing to delivering solid business outcomes.
Let’s make sure the next time you show up, you don’t just impress – you win. Let’s connect, we’re here to support.
