The power of AI for Novonesis isn't the algorithm itself, but its application to a massive, well-structured proprietary dataset. Their organized library of 100,000 strains allows AI to rapidly predict protein shapes and accelerate R&D in ways competitors cannot match.

To convince a CEO of a brand's value, ask one simple question: 'Do we have pricing power?' This metric—the ability to raise prices at or above inflation without losing demand—cuts through marketing jargon. It is the most direct, tangible indicator of brand health that resonates with finance-focused leadership.

Product marketers often struggle to prove direct ROI. By influencing pricing strategy, they can make a tangible and measurable impact on revenue and ARR. Pricing is a form of value communication—a core PMM competency—making it a natural area for them to lead and demonstrate their contribution to the bottom line.

Rather than selling single products, Novonesis designs custom blends or "cocktails" of different enzymes and microbes. This tailor-made approach solves specific customer problems so effectively that it makes the solution highly unique and difficult for competitors to replicate.

Amphenol's components are a tiny fraction of a customer's total cost but are critical to system performance. The real value proposition is not the part itself but the confidence that the larger system won't fail. This dynamic creates high switching costs and pricing power.

A powerful, overlooked competitive moat exists in the "outsourced R&D" model. These companies, like Core Labs in energy or Christian Hansen in food, become so integral to clients' innovation that they command high margins and valuations that appear expensive when viewed only through the lens of their specific industry.

Pricing power allows a brand to raise prices without losing customers, effectively fighting the economic principle that demand falls as price rises. This is achieved by creating a brand perception so strong that consumers believe there is no viable substitute.

Instead of setting prices at launch and letting them erode, Novonesis implemented a discipline of having annual conversations about the value their products deliver. This shifted pricing from a 1-2% annual erosion to a 1-2% revenue growth contributor.

The CEO frames their total addressable market not by the current biosolutions industry ($60B) but by the entire specialty chemicals market ($1T) they aim to displace. This expansive view drives a fundamentally different growth strategy and ambition for the company.