1. We focus on the big picture

Not on ourselves

When someone asks us to explain what we do, the natural tendency is to start by talking about us – our instruments, our knowledge, our expertise.

But that’s not the part of the story that really excites people and draws them in.

What they really want to hear about are the amazing discoveries our instruments make possible, and how they’re helping create a brighter, safer, cleaner future: curing killer diseases, stopping climate change, making sure the world’s poorest have access to clean air and drinking water.

Not what we do, but what we make possible.

Tip: Think big picture, but give specific examples – ‘the drug that cures the killer disease’ is more vivid than ‘new medicines’.


We used to start by talking about our instruments and the materials:

Underpinned by extensive industry knowledge and technical and applications expertise, Malvern Panalytical instruments help users better understand a wide variety of materials, from proteins and polymers to metals and building materials.

Our technologies are used by scientists and engineers in a wide range of industries and organizations to solve the challenges associated with maximizing productivity, developing better quality products and getting them to market faster.


Now we start by talking about the impact we have on the world through our customers:

When you make the invisible visible, the impossible is possible.

Our analytical instruments and solutions help our customers to create a better world. Improving everything from the energies that power us and the materials we build with, to the medicines that cure us and the foods we enjoy.

We partner with many of the world’s biggest companies, universities and research organizations. They value us not only for the power of our solutions, but also for the depth of our expertise, collaboration and integrity.