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Storytelling Drives Quantum Tech Growth, Says Across the Ponds Christopher Godfree
On a recent episode of The Quantum Spin podcast, Christopher Godfree, Commercial Director at London‑based consultancy Across the Pond, argued that narrative is becoming a key asset for quantum‑technology companies.
Godfree, who has worked with Google’s Quantum Team, AI firms, robotics developers and fusion startups, explained that the sector’s rapid pace demands clear, human‑centric stories to attract talent, investors and customers. He said storytelling can “de‑risk” deep‑tech investments by translating complex science into relatable use cases.
Across the Pond’s mantra is to “make the complex human.” The firm partners with tech brands to move beyond technical explanations and focus on the value a product delivers. Godfree noted that many founders remain in “explainer mode” and that shifting to a story that shows how the technology changes the world is a critical step for growth.
A key example Godfree cited was Google’s Willow chip, the company’s first quantum processor to achieve below‑threshold error correction in December 2024. Across the Pond worked on the launch campaign, turning a highly technical milestone into a narrative that highlighted the chip’s potential impact. The team collaborated closely with Google’s engineers to extract the core message and present it in a format that resonated with both specialists and the general public.
The podcast also addressed the broader challenge of communicating quantum concepts. Godfree said that many quantum companies use a “futuristic” visual style that can feel sterile. He pointed to brands such as PennyLane, whose pastel‑colored branding and 1980s‑inspired design stand out in a field dominated by navy blue and white. “Visuals that are different help people lean in and listen,” he said.
Beyond visuals, Godfree emphasized the importance of embedding a company’s story in cultural conversations. He described a three‑model framework used by Across the Pond: meaningful storytelling, scaling innovation, and cultural readiness. The goal is to make quantum technology part of everyday discourse, countering fear‑mongering narratives and highlighting real‑world benefits such as improved batteries and drug discovery.
For startups, Godfree advised early‑stage founders to begin building a narrative early, even if they are still refining their product. He explained that a well‑crafted story makes it easier to attract talent, secure funding and communicate with media. “If you’re looking to market or acquire customers, having a story in advance means your team can speak consistently and confidently,” he said.
The podcast concluded with a look ahead. Godfree mentioned that quantum, AI and robotics firms are experiencing a surge of activity, with many projects still under NDA. He predicted a busy year for the sector, driven by increased investment and a growing number of high‑profile announcements.
In summary, Christopher Godfree’s interview on The Quantum Spin underscores that storytelling is no longer a luxury for quantum‑technology companies. It is a strategic tool that can accelerate growth, attract investment and help the industry communicate its value to a broader audience.
Godfree, who has worked with Google’s Quantum Team, AI firms, robotics developers and fusion startups, explained that the sector’s rapid pace demands clear, human‑centric stories to attract talent, investors and customers. He said storytelling can “de‑risk” deep‑tech investments by translating complex science into relatable use cases.
Across the Pond’s mantra is to “make the complex human.” The firm partners with tech brands to move beyond technical explanations and focus on the value a product delivers. Godfree noted that many founders remain in “explainer mode” and that shifting to a story that shows how the technology changes the world is a critical step for growth.
A key example Godfree cited was Google’s Willow chip, the company’s first quantum processor to achieve below‑threshold error correction in December 2024. Across the Pond worked on the launch campaign, turning a highly technical milestone into a narrative that highlighted the chip’s potential impact. The team collaborated closely with Google’s engineers to extract the core message and present it in a format that resonated with both specialists and the general public.
The podcast also addressed the broader challenge of communicating quantum concepts. Godfree said that many quantum companies use a “futuristic” visual style that can feel sterile. He pointed to brands such as PennyLane, whose pastel‑colored branding and 1980s‑inspired design stand out in a field dominated by navy blue and white. “Visuals that are different help people lean in and listen,” he said.
Beyond visuals, Godfree emphasized the importance of embedding a company’s story in cultural conversations. He described a three‑model framework used by Across the Pond: meaningful storytelling, scaling innovation, and cultural readiness. The goal is to make quantum technology part of everyday discourse, countering fear‑mongering narratives and highlighting real‑world benefits such as improved batteries and drug discovery.
For startups, Godfree advised early‑stage founders to begin building a narrative early, even if they are still refining their product. He explained that a well‑crafted story makes it easier to attract talent, secure funding and communicate with media. “If you’re looking to market or acquire customers, having a story in advance means your team can speak consistently and confidently,” he said.
The podcast concluded with a look ahead. Godfree mentioned that quantum, AI and robotics firms are experiencing a surge of activity, with many projects still under NDA. He predicted a busy year for the sector, driven by increased investment and a growing number of high‑profile announcements.
In summary, Christopher Godfree’s interview on The Quantum Spin underscores that storytelling is no longer a luxury for quantum‑technology companies. It is a strategic tool that can accelerate growth, attract investment and help the industry communicate its value to a broader audience.
