“You can’t connect the dots looking forward; you can only connect them looking backwards.” This Steve Jobs quote is one of Abigail Swillens’ favorites. She is the founder of Clever Coyote, her science communication business that helps scientists craft and present their stories. Her career trajectory shows how the pieces of a puzzle often fall into place in unexpected ways.
Abigail Swillen’s path from scientist to presentation coach wasn’t straightforward and involved a lot of introspection. At the start of her academic journey, she never imagined that helping researchers present their science would one day shape her career. “I didn’t realize that communication was a skill in its own right,” she reflects. “As a researcher, your focus is on results and publishing papers, not necessarily on the process of sharing your ideas.”
Her inspiration came partly from observing great communicators like Jean-Luc Doumont, whose training sessions left a lasting impression. “When I first attended one of his training sessions, I thought, ‘What a cool job!’ He traveled all around the world to teach people at places like CERN and Harvard how to better present their work. I was just starting my PhD though. It wasn’t something I considered for myself at the time.” After completing her PhD, Swillens worked in academia and industry, but her final position as an employee left her feeling unfulfilled.
“At that point, I began to wonder if it was time to try something on my own,” she recalls. She started mapping out her skills, values, and interests, aiming to create something uniquely hers. The road wasn’t entirely clear, but she took proactive steps, reaching out to others in the field for guidance and feedback.
“I would ask them how they did it, which steps they took. I also wanted to explore the market. Who is active in this field? What do they offer and charge? How do they position themselves? At the end of the day, as a freelancer, you become a brand, so you need to craft your story in a way that makes sense to potential clients.”
From idea to reality
Launching Clever Coyote in 2020 was a leap of faith, but a calculated one. Swillens didn’t start with a client list or established network but had to build her business from the ground up. “It was a blank slate. I reached out to people—sometimes just acquaintances or LinkedIn connections—and asked for advice or opportunities. I was amazed by the generosity of people willing to share their time and insights.”
Many scientists shy away from networking, seeing it as transactional or self-serving, but not Swillens. “I see it as connecting with people out of curiosity and a genuine desire to help. If you share your expertise, opportunities will naturally follow.”
She stresses that your network is much bigger than you might think. Even people you’ve only met once or with whom you only have a superficial relation could be relevant contacts.
Her first clients became ambassadors, spreading the word about her services. And slowly but surely, her calendar filled up with interesting projects.
One of the biggest challenges in starting Clever Coyote was transitioning from an employee mindset to an entrepreneurial one. “As a freelancer, there’s no safety net, and you need to embrace uncertainty. The good thing is, that if you’ve worked in science, you already have some of that entrepreneurial mindset—you need to independently create new ideas and plan your next experiments, manage temporary projects, and seek funding, etc.”
Another important aspect is to stay focused. “When you start, there’s a temptation to take on everything. But I’ve learned to stick to what aligns with my skills and values. For instance, I don’t work as a copywriter because it’s not my main area of expertise. Keeping that focus is key to building a sustainable business.”
She very much appreciates the flexibility freelancing offers. “Being independent allows me to blend academic and corporate work. I love working with scientists—it’s my home turf—but I also enjoy the variety of corporate projects. Ideally, I’d maintain a 50/50 balance.”
Breaking free from the curse of knowledge
One of the most common challenges Swillens addresses in her coaching sessions is the ‘curse of knowledge’—a term that describes how experts often struggle to explain their work to non-specialists. “It’s something I wasn’t fully aware of when I was a researcher myself,” she admits. “The curse of knowledge makes it hard to remember what it’s like not to know something. As a result, we tend to dive into details, assuming everyone else is following along, when in reality, we’ve left our audience behind.”
For Swillens, helping her clients overcome this barrier is one of the most rewarding aspects of her work. “Breaking the curse of knowledge requires a shift in mindset. You need to step back and look at your work from the perspective of someone with no background in your field. It’s like time-traveling to when you were a beginner yourself and asking, ‘What would I need to know first to understand this concept?’”
She also emphasizes the importance of structure when crafting a presentation or story. “Many people understand the need to start with something engaging to capture attention, but then they get stuck in the details and lose the audience. I encourage a wave-like approach—zooming in to provide detail but regularly stepping back to show the bigger picture. This creates a rhythm that keeps the audience connected to your message.”
Another strategy she champions is inviting feedback from peers outside of one’s discipline. “Such feedback is invaluable because it helps you see blind spots in your communication. If someone unfamiliar with your field can’t follow your explanation, it’s a sign you need to adjust your approach.”
Ultimately, Swillens sees breaking the curse of knowledge as both a skill and a mindset. “It’s about slowing down, asking the right questions, and finding joy in sharing your work with others. When you connect with your audience on their level, that’s when science communication becomes truly impactful.”
On impact and growth
Swillens measures her success by the growth she sees in her clients. “In training sessions, you see people gain confidence and clarity over time. When clients express gratitude, it’s a sign they feel empowered to move forward with what they’ve learned.”
One assignment she’s especially proud of is when she was invited to deliver workshops at New York University. “It was a dream come true. The opportunity came through an old classmate who introduced me to their postdoc community. Another example showing that you never know where your connections will lead.”
While Swillens has no grand plans for expansion, her focus is firmly on continuous growth—both as a professional and as an individual. “I’m not looking to build a large company or hire a team,” she explains. “For me, success isn’t about scaling up. It’s about refining my skills, deepening my expertise, and staying true to what I enjoy doing.”
As a trainer and coach, Swillens sees each workshop or session as an opportunity for growth. “Every training session teaches me something new—about myself, about how people learn, and about how to communicate more effectively. It’s a process of constant improvement. Whether it’s adjusting my approach to meet a client’s needs or discovering new techniques to make my sessions more engaging, there’s always something to learn.”
Swillens also dreams of expanding her horizons through international opportunities. “I’d love to return to the US for more projects or to explore similar opportunities in other countries.”
Advice
For others contemplating a career as freelance science communicators, Swillens emphasizes the importance of self-reflection and preparation. “Think about who you are and what you want to offer. I took a sabbatical to prepare my materials and map out my approach before I started. Of course, you’ll learn as you go, but having a solid foundation helps.”
At the same time, she encourages to embrace the journey. “It takes time to build something meaningful. Don’t worry too much about having everything figured out from the start—things will evolve organically.”
Two quotes guide Swillens’ outlook on life and work, both sharing a common thread: the importance of letting go of unnecessary worry. Mark Twain’s words, “I am an old man and have known a great many troubles, but most of them never happened,” and Seneca’s insight, “We suffer more in imagination than in reality,” remind her to focus on the present and not let fear of the unknown hold her back. “Both quotes capture the idea that much of what we stress about never actually comes true,” she reflects. “They’ve taught me to embrace uncertainty, trust the process, and move forward with confidence, even when the path ahead isn’t entirely clear.”
Her own career story shows that with curiosity and courage, you can connect the dots and create a career that’s uniquely yours.
More about Swillens and the services she offers on clevercoyote.be
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