Author

Aaron C. Leaman

Founder of Brighter Future · Founder of The Decision Room

Aaron leads strategy and storytelling across the studio. He has worked in brand, storytelling and communications for more than a decade, after starting in documentary film. For the last six years he has run Brighter Future, working with complex organisations in climate, nature, biotech and frontier science. The Decision Room is the closed-door capital convening he founded in Zürich.

He leads each The Belief Diagnosis

LinkedIn Work with Aaron

Background

Where the thinking comes from

Film

Aaron started in documentary film. His 2017 film had more than 150 screenings.

Brand, narrative and pitch

More than a decade of brand, narrative and investor work for climate, science and frontier-technology companies, from first positioning to raises, launches and repositioning.

Frameworks

He developed The Story System, a set of six source stories (Origin, Purpose, Vision, Customer, Product and Impact), and the Source Talk Method. Both shape how the studio builds a case.

Founder and investor interviews

The Brighter Future team has published 110 founder and investor interviews since 2022. The patterns in them inform much of what Aaron writes about evidence, belief and decisions.

The Decision Room

He founded The Decision Room, an invite-led capital convening in Zürich during Climate Week where investors and companies work through live constraints.

Selected workFronterra Unibio Ecosystem Restoration Standard The Decision Room

Library

Written by Aaron

58 articles on positioning, investor stories, brand and science communication.

Article2026

What Aaron writes about

Positioning and Narrative Investor Storytelling Pitch Storytelling Science Storytelling Science Communication Climate Tech Branding Biotech Branding Website Design Launch Strategy Leadership Communications

Elsewhere

Aaron C. Leaman

Where the thinking comes from

Written by Aaron

How to Build a Website Your Team Can Update With AI

Why Good Evidence Still Fails to Move a Decision

“I Believe You. I Cannot Sign This.”

Start With the Decision

What Your Buyer Has to Defend After You Leave the Room

Why Nobody Wants to Become the Precedent

When Better Communication Is the Wrong Answer

How Deep Tech Brand and Pitch Work Is Scoped

What a Biotech Pitch Deck Needs

Before and After: Rebuilding a Nature-Finance Investor Deck in Two Weeks

Carbon Company vs Carbon Project: Why You Need Two Different Stories

How to Launch a Rebrand Without Fragmenting the Story

A Rebrand Can Look Good and Still Fail

How to Turn Technical Evidence Into an Impact Story Without Overclaiming

How to Explain a Technical Product Without Oversimplifying It

What an Investor Deck Actually Has to Make Easy to Decide

Where the Evidence Sits Matters: How to Build Evidence Into a Technical Story

How Science-Led Companies Explain a New Category

What 16 Investor Interviews Teach Founders About the Decision After the Pitch

What 94 Founders Teach Us About Origin Stories

What Counts as Proof in Biodiversity Monitoring?

How to Present FOAK Risk Without Pretending the Risk Is Gone

How Nature Tech Companies Turn Biodiversity Data Into a Decision Someone Will Pay For

Why Your Website Feels Confusing: Information Architecture Before Copy

Why Climate Tech Websites Accidentally Look Like NGOs

Offer Architecture: Why a Messaging Problem May Actually Be a Product Problem

How to Build a Story System Across Investors, Buyers, Partners and Employees

How to Position Climate Tech: Start With What Changed in the Market

Is Your Main Story Still Your Main Business? How to Reposition After a Pivot

Technology vs Product: What B2B Climate and Biotech Buyers Need to Understand First

AI Made Content Cheap. Judgement Is the Moat

How to Explain Carbon Removal Technology to Investors and Buyers

Why Sustainability Messaging Does Not Sell and What Buyers Need Instead

What Is Industrial Biotechnology? From the First Product to the First Plant

How to Position Food Tech for B2B Buyers

What Is Ocean Tech? The Technologies Behind the Blue Economy

What Is Nature Tech? From Biodiversity Data to Decisions and Action

Why Is Nature Restoration Hard to Finance? The Decisions Behind the Funding Gap

Why Are FOAK Climate Projects Hard to Finance? Risk, Ambiguity and the Missing Reference Class

What Is an Offtake Agreement and Why Does It Matter for FOAK Climate Tech?

What Is FOAK in Climate Tech? From Pilot to First Commercial Deployment

Why Successful Climate Tech Pilots Do Not Always Become Purchases

Climate Tech Market Narrative: How to Build a Credible Why-Now Case

What Is Brand Strategy for Climate Tech? Seven Decisions to Make Before Design

Why Climate Messaging Fails and What Story, Psychology and Neuroscience Actually Tell Us

The Neuroscience of Storytelling and What the Evidence Actually Supports

Eeden. A Pitch Rebuilt Around the Signature a Brand Had to Give

When Should a Climate Startup Invest in Branding? A Decision Guide

Climate Tech Teaser Deck: What to Include Before an Investor Opens the Full Deck

A Monthly Investor Update Template for Climate and Science Companies

Customer Research for Climate Tech: From Assumptions to a Message You Can Use

Climate Tech Data Rooms: How to Make Evidence Easy to Diligence

How to Write a Purpose Story for a Climate or Sustainability Company

How to Write a Vision Story That Guides a Climate Company

Who Should Decide What in a Rebrand?

What Patagonia’s Piton Problem Teaches About Brand Values

Founder Story vs Company Story: What ERS and Eeden Make Clear

How to Turn an IPCC Finding into a Story People Can Use

What Aaron writes about

More from Aaron