Twenty documents, three languages, one clear story
A while ago, a deep-tech company from Berlin came to me - before their website even existed.
Mikroninter-DIG builds systems that clean industrial liquids with electric fields. Their systems are designed for jobs like keeping diesel and aviation fuel clean inside storage tanks, and for replacing the winterization step in sunflower oil refining, which the company describes as the most energy-hungry part of the process. The company traces the technology back to research in Ukraine in the mid-1990s, and says it now holds patents in Germany, the EU, the USA and Israel.
Exactly the kind of innovation the world needs more of. And exactly the kind that is hardest to explain.
They didn't come to me for "marketing." They asked me to redo their presentations and to write the structure and copy for a website that would make sense. As input, I got more than twenty technical documents: patents, governmental certificates, old studies, technical journals. In English, Russian and Ukrainian.
Here's what that kind of work teaches you.
You can't simplify what you haven't understood.
Patents, certificates and studies are not written for outsiders. Working through material like that is most of the job. Simplifying isn't making something smaller. It's understanding it well enough to choose what matters.
A patent is written to protect an idea. A study is written to prove it. A website is written to share it. Same technology, three different jobs, three different languages. "Electro-physical purification of dielectric fluids" is accurate. So is "cleaning fuel tanks with electric fields." Both are true, but only one of them invites people in. The job is to move between these languages without losing the science.
Every pile of documents has a story hiding in it.
Twenty documents, three languages. And inside all of it, one thread: a problem everyone recognizes (fuel goes bad in storage, refining oil takes enormous energy) and a technology built to change that. Finding that thread is what turns a pile of documents into a structure, a presentation, a story people can follow.
Curious about the company behind this story?
