How to Talk About Innovation So People Will Listen

Farida Islomova, PR Specialist at ITCOMMS

When we talk about innovation in Central Asia, it’s important not to stop at fancy words. Here, communication is not just PR. It’s a tool that shapes the ecosystem: it attracts investors, motivates young professionals, and shows that our region is ready to be part of the global technology map.

What matters most to companies when they want to communicate innovation to their audience?

First and foremost — tell human stories. They always resonate with audiences. The technical aspects can be woven in naturally. It’s also important not to overload your texts with details but to explain things so that anyone can understand. A simple infographic or a metaphor often says more than a lengthy description.

The second point is trust. If you’re new to the market, showcase your partners and connections. And most importantly — keep the conversation going. Innovation can’t be “launched and forgotten” — it’s a process that requires time and ongoing dialogue.

What are the most common mistakes?

The most frequent mistake brands make is overcomplicating things: getting stuck in technical details and forgetting to explain why it matters.

The second mistake is overpromising. When expectations aren’t met, trust is lost.

And another issue — treating innovation like fireworks: a flashy launch, lots of noise, then silence. That approach doesn’t work. Innovation requires consistent work and sustained interest.

What are the most successful cases?

If I had to choose, I’d highlight three stories.

First, the Women in Tech program in Uzbekistan. It demonstrated how consistent and honest communication can elevate an initiative to a global level.

Second, the launch of fintech company Wolt. They managed to speak in simple language and show how technology makes life easier. Thanks to that, innovation became more relatable and understandable to a wide audience.

And finally — the launch of Plug and Play in Uzbekistan. I can speak about this in detail since I was involved in the launch. This is probably one of the strongest examples. It wasn’t just about opening a new office. The goal was to show that Uzbekistan is ready to be part of the global innovation map. The campaign connected local startups with international investors and truly changed how the market views the country. Importantly, the communication was systematic: instead of one-off press releases, we built a comprehensive media plan that included executive interviews, expert articles, work with Telegram channels, and local media. As a result, the audience didn’t just see a big name — they saw a real platform working for the ecosystem.

How do you explain complex technologies in simple terms?

It’s important not to dumb things down but to translate them into clear language. People value clarity but dislike being underestimated. The best approach is through real stories, everyday examples, short videos, or infographics. Interviews are also extremely helpful. These tools make even complex topics accessible without losing credibility.

Which channels work best?

In Central Asia, Telegram remains the main channel. LinkedIn works great for professional and international audiences. Events are a powerful tool — startup demo days draw significant interest, and live streams expand the reach. Media partnerships are also crucial: working with niche media helps local stories get noticed on a broader level. Podcasts and newsletters are excellent for maintaining an ongoing, deeper dialogue with the community.

Why is this especially important for Central Asia?

Because here, communications don’t just reflect reality — they create it. Central Asia is only beginning to shape its innovation ecosystem. How we talk about technology directly influences how it’s perceived by investors, governments, and the younger generation. Clear, inspiring communication can attract capital, support reforms, and motivate people to choose careers in tech. When we talk about innovation the right way, we accelerate the growth of the entire ecosystem.