Learning & Development

Real-World Examples of the Heilmeier Catechism in Practice

Startup Case Study – Framing a Pitch with the Catechism

Imagine a team pitching a carbon capture startup. Instead of leading with hype, they use the Catechism:

  • What are you trying to do? Develop a low-cost, scalable method for capturing CO₂ from ambient air.
  • How is it done today? Current methods are expensive, energy-intensive, and limited in deployment.
  • What’s new? Our system uses modular units powered by solar microgrids to drop the cost by 60%.
  • Who cares? Governments, ESG investors, and major carbon emitters.
  • What difference will it make? Makes carbon removal financially viable at scale.
  • …and so on.

This approach wins more than just clarity. It builds trust. It shows you’ve done the thinking.

Academic Example – Grant Applications and Research Projects

A graduate student is submitting a research grant to study a novel Alzheimer’s biomarker. Instead of pages of technical detail, they’re asked to start with the Catechism:

  • Who cares? Medical researchers, pharmaceutical companies, patients, and caregivers.
  • What’s the risk? The biomarker may not be stable enough for clinical diagnostics.
  • What are the midterm and final exams? Publish peer-reviewed findings, validate with human trials.

Funders aren’t neuroscientists, they’re evaluators. The Catechism bridges that gap.

Government/Nonprofit Example: Program Justification

A public health nonprofit wants funding to expand a mobile clinic program. Instead of a general plea, they answer:

  • What difference will it make? Improve access to care for 5,000+ people in rural communities.
  • How much will it cost? $250,000 annually to operate two mobile units.
  • What are the risks? Staffing shortages and fuel price spikes.

This clarity turns “a good cause” into an executable plan.

What Makes a “Good” Heilmeier Answer?

Good answers are:

  • Clear, not clever
  • Evidence-backed
  • Direct about risk
  • Focused on outcomes, not just activity

Avoid buzzwords. Avoid vagueness. Say what you mean.