Shannon H, Ph.D.

If brands had lab notebooks, every launch would end with: ‘Results: Inconclusive but intriguing.’ 😜 #marketingscience #labnotes

Hypothesis: Adding metrics doesn’t make a story more credible. Test in progress... #marketingscience #labnotes

Me: I value transparency.
Also me: Writes “proprietary framework” in bold italics 🙃
#ShowMeYourMethods

Me: Trust is built through evidence.
Also me: Adds “gut feel” to the KPI tracker.
#ShowMeYourMethods

My brain: Stay curious.
Also my brain: Please, just let the data confirm my bias this one time.
#MethodIsTheMessage

🧪 The Scientific Method, but Make it Marketing

Step 1: Collect the data.
Step 2: Find a pattern that makes you look brilliant.
Step 3: Pretend it was the plan all along.

Honestly, that’s just adaptive storytelling. 😅
#MethodToTheMarket

🧪 The Scientific Method, but Make It Marketing

Step 1: Form a hypothesis.
Step 2: Test it.
Step 3: Ignore the data because “it didn’t feel on-brand.”
#MethodToTheMarket

People trust you more when they can see how you think. 🧠
In science, that’s the Methods section.
In marketing, it’s transparency.
ROI says what worked while transparency says “don’t worry, here’s how we didn’t fake it.” 👌 #scicom #trustbutverify #showmeyourmethods

4/
What I love most is the tension:
Precision storytelling with real-world impact… OBSESSED.

It’s that tug-of-war that keeps the work interesting 🪢

3/
Before I got into marketing, I studied how sleep loss affects the brain.
Lots of back-and-forth between data and theory, lab and real life.

Now? I design messaging that helps bring a product’s value to life.

Same brain, different context.

2/
That constant switching between micro and macro?
Weirdly satisfying.

🧵 1/
Product marketing is basically the zoom lens of tech.
One minute you’re editing the same positioning doc for the seventh time because alignment is a journey.
The next, you’re stepping way back to shape a message that makes sense to someone who’s never touched the product.

It wasn’t just better copy.
It was anchored.

Still figuring it out, but that mindset shift changed everything.

That’s when the messaging started to shift.

Less: lofty claims and buzzwords.
More: language that reflected the actual problems and priorities of the people using the product.

It wasn’t just about what they wanted from a tool.

It was about what their days actually felt like:
Overloaded.
Fragmented.
Urgent, but never simple.

So I started digging deeper by pulling from what I already knew:
→ My time at the bench
→ Supporting scientists as a liaison
→ Researching the org, the workflow, the pressure points

I learned that “clarity” without context is still noise.
It reads clean in a deck…
…but it doesn’t reflect the real friction your users face every day.

In my early product marketing days, I thought clear messaging meant tidy value props and strong verbs.

Felt smart. Sounded official.
But it didn’t always land.
(at least, not with the people who actually needed it)

Health tech loves to say it’s “patient-centric.”
But a lot of the messaging? Strategically vague.
I’ve done it too; writing what sounds right, not what’s useful.
It’s easy to write for alignment.
Harder to write for someone specific.
Still learning 👩🏼‍💻

Your body sends signals.
But your brain reads them like a bad Google Translate.

Hunger? Boredom.
Fatigue? Stress.
Restless? Overstimmed.

“Listen to your body” is helpful until your brain scrambles the message.

More soon on why interoception is messy.

We act like “listen to your body” is good advice.

But my body thinks 3am is snack time and 2pm is the perfect moment to clean, cook, fold laundry, and reorganize my entire life while forgetting to eat.

That feeling when the first note of a 90s theme song hits your limbic system like a freight train.

Nostalgia isn’t weakness. It’s memory, emotion, and reward activation working in stereo.

#scienceofnostalgia #thinkagainfriend

Is there anyone else who can’t get enough of the AI videos of imagined mafia bosses to Gangsta’s Paradise??! *obsessively scrolls to next tiktok*

Found my new obsession - MAFS Australia. Love is Blind who?? Don’t know it 🤣

perhaps a drawing doesn't always need to be something extremely innovative, envelope-pushing, technically revolutionary for your art style. perhaps it's enough that it's you.

Me after going 0-3 in Marvel Rivals today 😭😭😭

One of my BIGGEST pet peeves is when someone uses the argument “well that’s how it’s been done historically” or something similar. As if society hasn’t consistently evolved through modifying previous laws, definitions, and norms… smh 🤦‍♀️

My cat, Lilith, living her best life #snowday #sundayfunday

Just when I thought this season of LIB US seemed to have a relatively “normal” cast, I then finish all 6 episodes … 🤦‍♀️

Everyone: “Not another season of Love is Blind already, I need a break!”

Me: 2am Friday as soon as Season 8 drops watching on my phone while feeding baby … lets gooooooo