"Make Your Hobby Your Job: Photonics, Storytelling & Positivity" with Expert Jessica Van Heck
Hello everyone! Today we are excited to share an enlightening conversation with Jessica van Heck. Jessica has over 20 years of experience in marketing and communication with a strong engineering background. She specializes in photonics, optics, and other high-tech fields, helping tech-driven companies translate complex innovations into clear, engaging content. As a former association director, foundation manager, and agency founder, she bridges the gap between engineers and customers through content strategy, storytelling, and marketing.
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1. Falling in Love with Photonics
Jessica’s fascination with photonics began when she joined Ocean Optics, a company known for its miniature spectrometers. At first, she admits, she barely knew what “light technology” really meant - but quickly fell in love with the endless applications. From food safety (measuring the spectrum of an apple before it rots) to medical innovations (like bruise scanners that can identify child abuse cases), she discovered how powerful and life-changing photonics can be.
“I love hearing what customers are doing, learning about their applications, and seeing how light technology can truly make a difference,” Jessica explained.
2. From Sales to Marketing
Her career path wasn’t straightforward. Jessica began in sales, where she quickly gained hands-on experience in customer interaction and negotiation. But she realized her passion wasn’t in closing deals - it was in explaining how technology helps people.
“I prefer being the advisor rather than the aggressive salesperson. For me, the most exciting part is showing how technology can help solve problems, not just selling a product.”
Marketing allowed her to combine her love for people with her drive for storytelling. Unlike sales, which can sometimes feel repetitive, marketing challenges her with constant innovation - new products, new markets, new opportunities to translate technology into value.
3. Storytelling that Works
So, what makes for successful storytelling in high-tech industries? Jessica’s answer is simple: it’s not about the specs.
“No one cares what you have to sell. It’s about what problems you’re solving and how your technology helps. Don’t start with the product - start with the customer’s challenge.”
She encourages startups and tech-driven companies to shift from “this laser has X watts” to “this laser helps doctors perform safer surgeries”. It’s about meaning, not just numbers.
4. Advice for Young Professionals
Jessica also shared a message close to our hearts at SalesPro4U - supporting young professionals at the start of their careers. Her biggest advice?
Try sales first: It builds resilience, communication skills, and customer understanding.
Follow your passion: You’ll face challenges in any role, but they’re easier to overcome when you love what you do.
Avoid negativity: “Negativity costs energy and brings you nothing. If you don’t like your job or your boss - move on. Focus on the positive and keep growing.”
5. Collaboration and Passion for Growth
Jessica is deeply committed to helping companies grow, especially in photonics and micro-optics. She works with startups and established businesses alike, offering guidance on positioning products in the market and making their value visible.
“What makes me happy is knowing I helped companies grow. That’s my why.”
6. Final Thoughts
Talking with Jessica was inspiring, not just because of her technical expertise, but because of her passion for people and progress. Her career proves that combining engineering with storytelling creates powerful opportunities for growth - both for individuals and for companies.
Do you need support from an expert like Jessica van Heck? Or, are you looking to join the expert community at SalesPro4U? Feel free to reach out at expert@salespro4u.com.
Stay tuned for more enlightening episodes of “The Expert Talk”.
Until then, take care!
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