Be The Drop - Investigating Brand Storytelling

Moving from the academic to commercial sector is daunting, as the transition from research and testing, to selling in a competitive market, involves a steep learning curve. Michelle Perugini, is one example who has made the transition from academic science, to successful startup business. Combining a background as a stem cell biologist with the rising power of artificial intelligence, has seen Michelle become a leading technology innovator. She sold her first startup business to Ernst & Young in 2015, and then went on to Co-Found, Life Whisperer, a technology company that uses AI to better select healthy embryos for IVF. In today's episode of Be The Drop, Michelle talks us through the challenges of startup business, she shares her experiences as an entrepreneur creating products in international markets and we discuss how she finds happiness and meaning in working hard. --- This episode was produced in support of SouthStart Conference - an event that celebrates the collision of people, ideas and technolo