Tony works at a startup that’s developing a wristband that can instantly identify and count bacteria in blood. He begins his product description with these words: “A miniature X-ray sensor scans autoinducers and phenotypes…” I soon realise that Tony has a problem. He has to present his company’s product to a panel of investors who know as much as I do about biology. Therefore, I ask him to introduce his product in a more didactic manner. Read on to find our how he did that.