Why we phenotype.

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People don’t buy what you do, they buy why you do it.

-Simon Sinek

Phenospex is a young company specialised in analysis of plant growth. Their main product is Planteye, a plant scanner which gathers growth information for a large number of plants.

Inspired by a TED Talk of Simon Sinek, we wanted to focus on Phenospex’ vision rather than just talking about their product range. Why do they do what they do? What is their motivation? CEO and founder Dr. Grégoire Hummel gives his personal insight.


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Client: phenospex
Co-Production: Jan Erting
Music: Keith Kenniff
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