Thirteen years ago, a serial entrepreneur, who I had worked with in the late 90s and early part of the start of the century, Adityo Prakash talked to me about an idea. The idea was to drive drug discovery, not the traditional way, purely in the lab, but through complex algorithms that would simulate certain interactions in silicon to find drugs for many diseases that impact human health.
The 13-year quest of Adityo Prakash and Eniko Fodor’s Verseon, a story they kept by design as much as possible in stealth from a communications perspective, could become one of Silicon Valley’s best success stories of a company that has not been on the radar so far.
Last week Sky News in the U.K reported the plans for the company’s IPO. If Verseon is starting to come out of stealth mode then that is because they are ready to show the world just how disruptive the results of their drug development process can be. I expect to see this company go from strength to strength over the coming years.
In essence, what Verseon does is use complex proprietary algorithms to design new drugs that can’t otherwise be found. For the pharma industry this is massive because patents keep expiring on the current drugs and the industry needs these new drugs on a steady basis to produce better treatment outcomes for patients and keep up its many hundreds of billions of dollars in revenue.
For me, this is very personal. Back in 2002, when I was redefining my agency's direction, Adityo approached me for help. That was before he had raised any money. I took a gamble. I helped him with his brand design and initial website, and we brainstormed over Hawaiian food a few times, and together we came up with their original communications strategy. That strategy was to be in stealth mode to most people, while being just visible enough to those who mattered.
You see, at the time their idea was one of those great ideas that was too far ahead of its time. But, as pal Alec Saunders once quipped about what I do, it seems I had picked one that should keep getting bigger.