Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #173 | Why getting regulatory approval won't guarantee commercial success, and the 1 thing you need to do to start getting sales instead

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#173 | Why getting regulatory approval won't guarantee commercial success, and the 1 thing you need to do to start getting sales instead · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  So
• 0:00
  in
• 0:00
  this
• 0:00
  episode,
• 0:01
  you're
• 0:01
  going
• 0:01
  to
• 0:02
  learn
• 0:02
  why
• 0:02
  clinician
• 0:03
  infused
• 0:03
  Adam
• 0:03
  for
• 0:03
  your
• 0:04
  products
• 0:04
  doesn't
• 0:04
  equal
• 0:05
  adoption.
• 0:05
  How
• 0:06
  hospitals
• 0:07
  actually
• 0:07
  decide
• 0:07
  what
• 0:08
  to
• 0:08
  buy
• 0:09
  and
• 0:09
  how
• 0:09
  to
• 0:09
  avoid
• 0:10
  those
• 0:10
  commercial
• 0:10
  mistakes
• 0:11
  that
• 0:11
  burn
• 0:12
  cash
• 0:12
  and
• 0:12
  prevent
• 0:13
  you
• 0:13
  from
• 0:13
  delivering
• 0:14
  sales.
• 0:15
  Welcome
• 0:15
  to
• 0:16
  Clinician
• 0:16
  to
• 0:16
  CEO,
• 0:17
  the
• 0:17
  podcast
• 0:18
  helping
• 0:19
  clinicians
• 0:19
  simplify
• 0:20
  your
• 0:20
  go-to-market
• 0:21
  strategy
• 0:21
  so
• 0:21
  that
• 0:22
  you
• 0:22
  can
• 0:22
  stop
• 0:22
  guessing
• 0:23
  and
• 0:23
  turn
• 0:24
  your
• 0:24
  working
• 0:24
  prototypes
• 0:25
  into
• 0:25
  international
• 0:26
  MedTech
• 0:26
  businesses.
• 0:27
  I'm
• 0:28
  your
• 0:28
  host,
• 0:28
  Hakeem
• 0:28
  Aade.
• 0:29
  Let's
• 0:30
  get
• 0:30
  started.
• 0:31
  In
• 0:32
  MedTech,
• 0:32
  we're
• 0:32
  told
• 0:33
  that
• 0:33
  the
• 0:33
  hard
• 0:33
  part
• 0:34
  is
• 0:34
  building
• 0:34
  the
• 0:34
  device,
• 0:35
  regulatory
• 0:36
  approval,
• 0:36
  clinical
• 0:37
  validation,
• 0:38
  engineering
• 0:39
  perfection.
• 0:40
  And
• 0:40
  yet
• 0:40
  that
• 0:40
  is
• 0:40
  hard.
• 0:41
  But
• 0:42
  I
• 0:42
  would
• 0:42
  argue
• 0:43
  that
• 0:43
  commercial
• 0:43
  scaling
• 0:44
  is
• 0:44
  even
• 0:45
  harder.
• 0:45
  And
• 0:46
  in
• 0:46
  this
• 0:46
  episode,
• 0:46
  what
• 0:46
  we're
• 0:47
  gonna
• 0:47
  explore
• 0:47
  is
• 0:47
  why
• 0:48
  technically
• 0:48
  strong
• 0:49
  MedTech
• 0:49
  products
• 0:50
  can
• 0:50
  still
• 0:51
  stall
• 0:52
  after
• 0:52
  launch,
• 0:53
  and
• 0:53
  what
• 0:54
  separates
• 0:54
  quality.
• 0:55
  And
• 0:55
  a
• 0:56
  quality
• 0:56
  invention
• 0:57
  from
• 0:57
  a
• 0:57
  business
• 0:58
  that
• 0:58
  genuinely
• 0:59
  scales.
• 1:00
  And
• 1:00
  joining
• 1:00
  me
• 1:00
  to
• 1:01
  do
• 1:01
  that
• 1:01
  and
• 1:01
  have
• 1:01
  that
• 1:01
  conversation
• 1:02
  with
• 1:02
  Mark
• 1:02
  Tudor,
• 1:03
  who
• 1:03
  for
• 1:03
  the
• 1:03
  past
• 1:04
  two
• 1:04
  decades
• 1:04
  has
• 1:05
  been
• 1:05
  helping
• 1:05
  medical
• 1:06
  device
• 1:06
  companies
• 1:07
  turn
• 1:07
  ambition
• 1:08
  into
• 1:08
  measurable
• 1:09
  growth
• 1:09
  across
• 1:10
  commercial
• 1:10
  leadership
• 1:11
  and
• 1:11
  advisory
• 1:11
  roles.
• 1:12
  So
• 1:13
  welcome
• 1:13
  Mark
• 1:14
  to
• 1:14
  the
• 1:14
  show.
• 1:14
  Great
• 1:15
  to
• 1:15
  have
• 1:15
  you
• 1:15
  on.
• 1:16
  Thanks
• 1:16
  Hakeem.
• 1:17
  Thanks
• 1:17
  for
• 1:17
  having
• 1:17
  me.
• 1:18
  So
• 1:18
  let's
• 1:18
  get
• 1:19
  stuck
• 1:19
  in,
• 1:19
  I
• 1:19
  said
• 1:20
  in
• 1:20
  that
• 1:20
  little
• 1:20
  intro
• 1:21
  that
• 1:21
  the
• 1:22
  commercial,
• 1:23
  is
• 1:23
  and
• 1:23
  can
• 1:23
  be
• 1:24
  harder
• 1:24
  than
• 1:24
  all
• 1:25
  the
• 1:25
  technical
• 1:25
  stuff.
• 1:26
  Now
• 1:26
  if
• 1:26
  that's
• 1:27
  true,
• 1:28
  when
• 1:28
  would
• 1:28
  you
• 1:28
  say
• 1:29
  a
• 1:29
  founder
• 1:29
  should
• 1:29
  start
• 1:30
  planning
• 1:30
  for
• 1:31
  that
• 1:31
  commercial
• 1:31
  launch
• 1:32
  or
• 1:32
  that,
• 1:32
  you
• 1:32
  know,
• 1:32
  putting
• 1:32
  that
• 1:33
  commercial
• 1:33
  plan
• 1:33
  in
• 1:33
  place?
• 1:34
  To
• 1:34
  ensure
• 1:35
  that,
• 1:35
  that
• 1:36
  they
• 1:36
  can
• 1:36
  turn
• 1:36
  that
• 1:37
  invention
• 1:37
  into
• 1:38
  growth.
• 1:38
  I
• 1:38
  think
• 1:39
  for
• 1:39
  me,
• 1:39
  Hakeem,
• 1:39
  it
• 1:40
  needs
• 1:40
  to
• 1:40
  be
• 1:40
  done
• 1:40
  in
• 1:40
  parallel.
• 1:41
  Ideas
• 1:42
  on
• 1:42
  their
• 1:43
  own
• 1:43
  are
• 1:43
  fine,
• 1:44
  but
• 1:44
  how
• 1:44
  do
• 1:44
  you
• 1:45
  take
• 1:45
  something
• 1:46
  from
• 1:46
  the
• 1:46
  heart
• 1:47
  and
• 1:47
  turn
• 1:47
  it
• 1:47
  into
• 1:48
  something
• 1:48
  from
• 1:48
  the
• 1:48
  head?
• 1:48
  So
• 1:49
  I
• 1:49
  think
• 1:50
  it's
• 1:50
  difficult,
• 1:51
  but
• 1:51
  I
• 1:51
  think
• 1:51
  what
• 1:51
  we've
• 1:51
  gotta
• 1:52
  do
• 1:52
  is
• 1:52
  we've
• 1:53
  gotta,
• 1:54
  as
• 1:54
  we
• 1:54
  start
• 1:55
  coming
• 1:55
  up
• 1:55
  with
• 1:55
  the
• 1:55
  concept,
• 1:56
  we've
• 1:56
  gotta
• 1:56
  look
• 1:57
  at
• 1:57
  how
• 1:57
  we
• 1:57
  commercialize
• 1:57
  that
• 1:57
  concept.
• 1:58
  What
• 1:58
  channels,
• 1:59
  what
• 1:59
  roots
• 2:00
  is
• 2:00
  it?
• 2:00
  Is
• 2:00
  it.
• 2:01
  Can
• 2:01
  we
• 2:01
  commercialize
• 2:02
  it?
• 2:02
  Can
• 2:02
  we
• 2:02
  actually
• 2:03
  get
• 2:03
  it
• 2:03
  to
• 2:03
  market?
• 2:03
  So
• 2:04
  simple
• 2:05
  answer
• 2:05
  is,
• 2:05
  at
• 2:05
  the
• 2:06
  time
• 2:06
  you
• 2:06
  come
• 2:06
  up
• 2:07
  with
• 2:07
  the
• 2:07
  idea,
• 2:07
  we
• 2:08
  look
• 2:08
  at
• 2:08
  the
• 2:08
  commercial
• 2:08
  routes
• 2:08
  as
• 2:09
  well.
• 2:10
  Yeah,
• 2:10
  no,
• 2:10
  and,
• 2:10
  and,
• 2:11
  and
• 2:11
  I
• 2:11
  think,
• 2:11
  I
• 2:11
  think
• 2:11
  that's
• 2:11
  important.
• 2:13
  And
• 2:13
  I
• 2:13
  suppose
• 2:13
  that's
• 2:13
  what
• 2:13
  I
• 2:13
  was
• 2:13
  alluding
• 2:13
  to
• 2:14
  in,
• 2:14
  in
• 2:14
  the
• 2:14
  first
• 2:15
  place.
• 2:15
  And
• 2:16
  because
• 2:16
  if
• 2:16
  you
• 2:16
  don't
• 2:16
  do
• 2:17
  that,
• 2:17
  what,
• 2:17
  what
• 2:17
  is
• 2:18
  your,
• 2:19
  view
• 2:19
  in
• 2:19
  terms
• 2:19
  of
• 2:19
  when
• 2:20
  you've
• 2:20
  seen
• 2:20
  it,
• 2:20
  what,
• 2:20
  what
• 2:21
  happens?
• 2:21
  Because
• 2:21
  what,
• 2:22
  what
• 2:22
  tends
• 2:22
  to
• 2:22
  happen
• 2:22
  is,
• 2:22
  what
• 2:23
  I
• 2:23
  see
• 2:23
  is
• 2:23
  that
• 2:23
  people
• 2:24
  do
• 2:24
  all
• 2:24
  the,
• 2:24
  the
• 2:25
  technical
• 2:25
  stuff,
• 2:25
  the
• 2:26
  regulatory
• 2:26
  stuff,
• 2:26
  and
• 2:27
  then
• 2:27
  once
• 2:27
  that's
• 2:27
  all
• 2:27
  done.
• 2:28
  They
• 2:29
  start
• 2:29
  thinking
• 2:30
  about
• 2:30
  commercial,
• 2:31
  as
• 2:31
  opposed
• 2:31
  to
• 2:31
  doing
• 2:32
  it
• 2:32
  as
• 2:32
  you
• 2:32
  just
• 2:32
  said
• 2:32
  there
• 2:33
  at
• 2:33
  the
• 2:33
  same
• 2:33
  time
• 2:34
  to
• 2:34
  really
• 2:34
  be
• 2:35
  able
• 2:35
  to
• 2:35
  hit
• 2:35
  the
• 2:35
  ground
• 2:36
  running
• 2:36
  once
• 2:36
  you've
• 2:36
  got
• 2:36
  all
• 2:37
  of
• 2:37
  your
• 2:37
  approvals
• 2:38
  in
• 2:38
  place.
• 2:39
  So,
• 2:39
  yeah.
• 2:39
  What,
• 2:40
  what,
• 2:40
  what's
• 2:40
  the
• 2:40
  negative
• 2:41
  of
• 2:41
  not
• 2:42
  doing
• 2:42
  it
• 2:42
  as
• 2:42
  you,
• 2:42
  as
• 2:43
  you've
• 2:43
  just
• 2:44
  outlined?
• 2:45
  I
• 2:45
  think
• 2:45
  there's
• 2:45
  two
• 2:46
  main
• 2:46
  negatives.
• 2:47
  One
• 2:47
  is
• 2:48
  financial.
• 2:50
  How
• 2:50
  long
• 2:50
  can
• 2:50
  I
• 2:50
  sustain
• 2:50
  it?
• 2:51
  And
• 2:51
  I've
• 2:51
  been
• 2:51
  in
• 2:51
  that
• 2:51
  situation
• 2:52
  myself.
• 2:53
  The
• 2:53
  other
• 2:53
  one
• 2:54
  is
• 2:55
  around
• 2:55
  time
• 2:56
  to
• 2:56
  market.
• 2:57
  Competition,
• 2:58
  you
• 2:58
  might
• 2:58
  think
• 2:58
  you've
• 2:58
  got
• 2:58
  a
• 2:58
  great
• 2:59
  idea.
• 2:59
  However,
• 3:00
  if
• 3:00
  you're
• 3:00
  not
• 3:01
  in
• 3:01
  sync
• 3:01
  with
• 3:01
  the
• 3:01
  processes,
• 3:03
  your
• 3:03
  competitor
• 3:04
  who
• 3:04
  may
• 3:04
  be
• 3:04
  more
• 3:05
  in
• 3:05
  sync
• 3:06
  is
• 3:06
  gonna
• 3:06
  come
• 3:06
  along
• 3:06
  and
• 3:07
  they're
• 3:07
  gonna
• 3:07
  beat
• 3:07
  you
• 3:07
  to,
• 3:08
  to
• 3:08
  that
• 3:08
  market
• 3:08
  position.
• 3:10
  And,
• 3:11
  and
• 3:11
  just,
• 3:11
  just
• 3:11
  give
• 3:11
  you,
• 3:12
  the
• 3:12
  first
• 3:12
  one
• 3:12
  you
• 3:12
  said
• 3:13
  was
• 3:13
  obviously
• 3:13
  the,
• 3:13
  the,
• 3:14
  the
• 3:14
  runway,
• 3:14
  the
• 3:14
  amount
• 3:14
  of
• 3:14
  money
• 3:15
  you
• 3:15
  have.
• 3:15
  Just,
• 3:15
  just,
• 3:16
  just
• 3:16
  go
• 3:16
  into
• 3:16
  that
• 3:17
  a
• 3:17
  bit
• 3:17
  more.
• 3:17
  So
• 3:18
  why,
• 3:19
  why
• 3:19
  would.
• 3:20
  Doing
• 3:20
  it
• 3:21
  almost
• 3:21
  like
• 3:21
  chronologically,
• 3:22
  I,
• 3:22
  you
• 3:22
  do
• 3:22
  the
• 3:23
  regulatory
• 3:23
  stuff
• 3:23
  and
• 3:23
  then
• 3:24
  you
• 3:24
  do
• 3:24
  the
• 3:24
  commercial.
• 3:25
  Be
• 3:25
  more
• 3:25
  expensive
• 3:26
  than
• 3:26
  doing
• 3:26
  it
• 3:26
  together.
• 3:28
  I
• 3:28
  think
• 3:28
  what
• 3:29
  you
• 3:29
  see
• 3:29
  is
• 3:31
  people
• 3:31
  will
• 3:31
  throw
• 3:32
  money
• 3:32
  at
• 3:32
  things.
• 3:32
  It,
• 3:33
  it's,
• 3:33
  it
• 3:33
  becomes
• 3:34
  a
• 3:34
  passion.
• 3:34
  So,
• 3:35
  so
• 3:36
  again,
• 3:36
  heart
• 3:37
  versus
• 3:37
  head.
• 3:38
  It's
• 3:38
  a
• 3:38
  case
• 3:39
  of
• 3:39
  I'm
• 3:39
  gonna
• 3:40
  tweak,
• 3:40
  I'm
• 3:41
  gonna
• 3:41
  tinker,
• 3:41
  I'm
• 3:41
  gonna
• 3:42
  do
• 3:42
  whatever
• 3:42
  that.
• 3:44
  Costs
• 3:44
  money,
• 3:44
  costs
• 3:44
  time.
• 3:45
  We
• 3:45
  get
• 3:45
  to
• 3:46
  a
• 3:46
  point
• 3:46
  whereby,
• 3:47
  and
• 3:47
  as
• 3:47
  I
• 3:47
  said,
• 3:47
  I've
• 3:47
  seen
• 3:47
  this
• 3:48
  myself
• 3:48
  with
• 3:48
  some
• 3:48
  things
• 3:48
  I've
• 3:49
  been
• 3:49
  working
• 3:49
  on.
• 3:50
  We
• 3:50
  get
• 3:50
  to
• 3:50
  a
• 3:50
  point
• 3:51
  where
• 3:52
  the
• 3:52
  cashflow
• 3:52
  becomes
• 3:53
  more
• 3:53
  and
• 3:53
  more
• 3:53
  finite
• 3:54
  and
• 3:54
  then
• 3:55
  we
• 3:55
  have
• 3:55
  to
• 3:55
  start
• 3:55
  stopping
• 3:56
  things
• 3:56
  or
• 3:56
  we,
• 3:56
  we
• 3:57
  can't
• 3:57
  do
• 3:57
  things.
• 3:58
  I'll
• 3:58
  give
• 3:58
  you
• 3:58
  an
• 3:58
  example.
• 4:00
  One
• 4:00
  of
• 4:00
  my
• 4:00
  roles,
• 4:01
  as
• 4:01
  you
• 4:01
  know,
• 4:01
  as
• 4:01
  a
• 4:01
  Business
• 4:02
  Wales
• 4:02
  mentor,
• 4:03
  and
• 4:03
  what
• 4:03
  I
• 4:03
  see
• 4:04
  are
• 4:04
  many,
• 4:04
  many
• 4:04
  people
• 4:05
  come
• 4:05
  through
• 4:05
  the
• 4:05
  Business
• 4:06
  Wales
• 4:06
  model
• 4:06
  whereby
• 4:07
  they
• 4:07
  have
• 4:08
  very,
• 4:08
  very
• 4:08
  good
• 4:08
  ideas.
• 4:09
  They've
• 4:09
  invested.
• 4:10
  Lots
• 4:11
  of
• 4:11
  their
• 4:11
  own
• 4:11
  savings
• 4:12
  or
• 4:12
  their
• 4:12
  cash
• 4:12
  or
• 4:12
  whatever.
• 4:13
  And
• 4:13
  the
• 4:13
  reason
• 4:14
  they've
• 4:14
  come
• 4:14
  through
• 4:14
  the
• 4:14
  Business
• 4:15
  Wales
• 4:15
  model
• 4:16
  is
• 4:17
  they
• 4:17
  don't
• 4:17
  actually
• 4:17
  know
• 4:17
  where
• 4:17
  to
• 4:17
  go
• 4:18
  next.
• 4:18
  They've
• 4:18
  exhausted
• 4:19
  their,
• 4:19
  their,
• 4:20
  their
• 4:20
  savings
• 4:21
  or
• 4:21
  their,
• 4:21
  their
• 4:21
  cash
• 4:22
  flow,
• 4:22
  whatever
• 4:22
  that
• 4:22
  looks
• 4:22
  like.
• 4:23
  And
• 4:23
  they
• 4:23
  don't
• 4:23
  know
• 4:24
  where
• 4:24
  to
• 4:24
  go
• 4:24
  to
• 4:24
  take
• 4:25
  that
• 4:25
  physical.
• 4:26
  So
• 4:26
  sometimes
• 4:28
  non-physical
• 4:28
  product
• 4:29
  might
• 4:29
  be
• 4:29
  a
• 4:29
  digital
• 4:29
  product.
• 4:30
  They
• 4:30
  don't
• 4:30
  know
• 4:31
  where
• 4:31
  to
• 4:32
  take
• 4:32
  it
• 4:32
  next
• 4:32
  and
• 4:32
  how
• 4:33
  to
• 4:33
  get
• 4:33
  over
• 4:33
  that,
• 4:34
  that
• 4:34
  metaphorical
• 4:35
  hurdle
• 4:36
  to
• 4:36
  take
• 4:36
  it
• 4:36
  to
• 4:36
  the
• 4:37
  commercial
• 4:37
  stage.
• 4:38
  Yeah.
• 4:38
  No,
• 4:39
  and
• 4:39
  I
• 4:39
  think
• 4:39
  that's
• 4:39
  really
• 4:40
  important.
• 4:40
  One
• 4:40
  thing
• 4:41
  you
• 4:41
  just
• 4:41
  mentioned
• 4:41
  that
• 4:42
  triggered
• 4:42
  off
• 4:42
  my
• 4:42
  mind
• 4:42
  because
• 4:42
  I've
• 4:43
  had
• 4:43
  these
• 4:43
  conversation
• 4:43
  before,
• 4:44
  is
• 4:44
  that
• 4:44
  that
• 4:44
  tinkering
• 4:45
  bit.
• 4:45
  So
• 4:46
  how
• 4:46
  do
• 4:46
  you
• 4:47
  prevent
• 4:49
  founders
• 4:49
  and
• 4:50
  clinicians
• 4:50
  from
• 4:50
  tinkering?
• 4:51
  Because
• 4:51
  obviously
• 4:52
  they
• 4:52
  have
• 4:53
  created
• 4:53
  something
• 4:53
  that's,
• 4:54
  they
• 4:54
  believe
• 4:54
  there's
• 4:54
  a
• 4:54
  got
• 4:55
  clinical
• 4:55
  need,
• 4:55
  there's
• 4:55
  a
• 4:55
  gap
• 4:56
  in
• 4:56
  the
• 4:56
  market.
• 4:57
  And
• 4:57
  then
• 4:58
  when,
• 4:59
  when,
• 4:59
  when
• 4:59
  you
• 5:00
  don't
• 5:00
  do
• 5:00
  it
• 5:00
  together
• 5:01
  and
• 5:01
  you're
• 5:01
  going
• 5:02
  into
• 5:02
  the
• 5:02
  market.
• 5:03
  You
• 5:03
  then
• 5:03
  find
• 5:04
  out,
• 5:04
  oh,
• 5:04
  somebody
• 5:05
  over
• 5:05
  here
• 5:06
  says,
• 5:06
  oh,
• 5:06
  can
• 5:06
  you
• 5:06
  make
• 5:06
  it
• 5:07
  blue?
• 5:07
  Somebody
• 5:07
  over
• 5:08
  there
• 5:08
  says,
• 5:08
  can
• 5:08
  you
• 5:08
  put
• 5:08
  bells
• 5:09
  on
• 5:09
  it?
• 5:09
  Someone
• 5:09
  over
• 5:09
  there
• 5:10
  says
• 5:10
  they
• 5:10
  can
• 5:10
  do
• 5:10
  that.
• 5:10
  And
• 5:11
  then
• 5:11
  the
• 5:11
  clinician,
• 5:11
  because
• 5:12
  they're
• 5:12
  not
• 5:12
  commercial,
• 5:13
  will
• 5:13
  start
• 5:13
  thinking,
• 5:13
  okay,
• 5:13
  yeah,
• 5:14
  yeah,
• 5:14
  because
• 5:14
  if
• 5:14
  we
• 5:14
  do
• 5:14
  that,
• 5:15
  then
• 5:15
  we'll
• 5:15
  be
• 5:15
  sell
• 5:15
  more.
• 5:16
  How
• 5:16
  do
• 5:16
  you
• 5:16
  prevent
• 5:17
  that
• 5:17
  from
• 5:17
  happening?
• 5:17
  Because
• 5:17
  it's,
• 5:18
  it's
• 5:18
  basically
• 5:19
  in
• 5:20
  reality,
• 5:20
  it's
• 5:20
  a
• 5:20
  lack
• 5:20
  of
• 5:20
  discipline
• 5:21
  or
• 5:21
  a
• 5:21
  lack
• 5:21
  of
• 5:22
  confidence
• 5:23
  in
• 5:23
  what
• 5:23
  you've
• 5:23
  got.
• 5:24
  So
• 5:24
  how
• 5:24
  do
• 5:24
  you
• 5:24
  prevent
• 5:24
  that
• 5:24
  from
• 5:25
  happening?
• 5:26
  I
• 5:26
  think
• 5:26
  it's
• 5:26
  both.
• 5:26
  I
• 5:27
  think
• 5:27
  it's
• 5:27
  a
• 5:27
  lack
• 5:27
  of
• 5:27
  discipline.
• 5:28
  Not
• 5:28
  intentionally.
• 5:30
  I
• 5:30
  think
• 5:30
  it
• 5:30
  comes
• 5:31
  from,
• 5:31
  from
• 5:32
  that
• 5:33
  desire
• 5:34
  to
• 5:34
  build
• 5:34
  something
• 5:35
  that
• 5:35
  everybody
• 5:36
  wants.
• 5:37
  The
• 5:38
  the
• 5:38
  color
• 5:39
  change,
• 5:39
  the
• 5:39
  bells,
• 5:40
  the
• 5:40
  whistles.
• 5:41
  They
• 5:41
  all
• 5:41
  become
• 5:42
  value
• 5:42
  added.
• 5:43
  They
• 5:43
  become
• 5:43
  premium
• 5:44
  products.
• 5:45
  So
• 5:45
  for
• 5:45
  me
• 5:46
  it's
• 5:46
  build
• 5:46
  the
• 5:46
  core,
• 5:47
  whatever
• 5:47
  that
• 5:48
  core
• 5:48
  is,
• 5:48
  build
• 5:49
  the
• 5:49
  core,
• 5:50
  use
• 5:50
  that
• 5:50
  to
• 5:50
  enter
• 5:51
  the
• 5:51
  market.
• 5:52
  Once
• 5:52
  you've
• 5:52
  entered
• 5:52
  the
• 5:52
  market,
• 5:53
  then
• 5:53
  you
• 5:54
  can
• 5:54
  start.
• 5:55
  Putting
• 5:55
  the
• 5:55
  bells,
• 5:55
  putting
• 5:56
  the
• 5:56
  whistles
• 5:56
  on,
• 5:57
  only
• 5:57
  if
• 5:58
  they
• 5:58
  bring
• 5:58
  value.
• 6:00
  So
• 6:00
  just
• 6:00
  on
• 6:00
  that
• 6:01
  point,
• 6:01
  because
• 6:01
  that's,
• 6:01
  that's
• 6:02
  a
• 6:02
  critical
• 6:02
  point.
• 6:02
  Only
• 6:03
  if
• 6:03
  they
• 6:03
  bring
• 6:03
  value.
• 6:03
  'cause
• 6:04
  a
• 6:04
  lot
• 6:04
  of
• 6:04
  them
• 6:04
  don't
• 6:04
  bring
• 6:04
  value
• 6:05
  and
• 6:05
  it's
• 6:05
  just,
• 6:05
  someone
• 6:06
  said
• 6:06
  it
• 6:07
  and
• 6:07
  then
• 6:07
  you
• 6:07
  get
• 6:07
  excited
• 6:08
  and
• 6:08
  then
• 6:08
  you,
• 6:08
  you
• 6:08
  produce
• 6:09
  it,
• 6:09
  you
• 6:09
  spent
• 6:09
  loads
• 6:09
  of
• 6:09
  money,
• 6:10
  and
• 6:10
  then
• 6:10
  that
• 6:10
  person's,
• 6:10
  well
• 6:10
  actually
• 6:11
  it's
• 6:11
  a
• 6:11
  bit
• 6:11
  more
• 6:12
  expensive
• 6:12
  than
• 6:12
  that
• 6:12
  thought.
• 6:13
  I'm
• 6:13
  not
• 6:13
  gonna
• 6:13
  buy
• 6:13
  that.
• 6:14
  So
• 6:14
  how
• 6:14
  do
• 6:14
  you
• 6:15
  determine
• 6:16
  whether
• 6:16
  it
• 6:16
  really
• 6:17
  adds
• 6:17
  value
• 6:17
  so
• 6:18
  that
• 6:18
  you
• 6:18
  can
• 6:18
  say
• 6:18
  it?
• 6:18
  Actually,
• 6:19
  it's
• 6:19
  definitely
• 6:19
  worth
• 6:19
  doing
• 6:20
  it.
• 6:21
  I
• 6:21
  think
• 6:22
  there's,
• 6:22
  there's
• 6:23
  a
• 6:23
  little
• 6:23
  word
• 6:23
  called
• 6:24
  empathy.
• 6:24
  Okay.
• 6:25
  If
• 6:25
  we,
• 6:26
  if
• 6:27
  I
• 6:27
  am,
• 6:27
  if
• 6:27
  I'm
• 6:27
  the,
• 6:28
  the
• 6:28
  developer
• 6:29
  of
• 6:29
  a
• 6:29
  product,
• 6:29
  I'm
• 6:29
  the
• 6:29
  inventor
• 6:30
  of
• 6:30
  a
• 6:30
  product.
• 6:31
  It
• 6:31
  is,
• 6:31
  it
• 6:31
  is
• 6:31
  my
• 6:32
  product.
• 6:32
  It
• 6:32
  is
• 6:32
  from
• 6:33
  my
• 6:33
  head,
• 6:33
  my
• 6:33
  brain,
• 6:34
  and
• 6:34
  I've
• 6:35
  pushed
• 6:35
  it
• 6:35
  out
• 6:35
  there.
• 6:36
  I.
• 6:36
  What
• 6:37
  we've
• 6:37
  gotta
• 6:37
  do
• 6:37
  is
• 6:38
  we've
• 6:38
  gotta
• 6:38
  do
• 6:38
  the
• 6:38
  research,
• 6:39
  we've
• 6:39
  gotta
• 6:39
  speak
• 6:39
  to
• 6:39
  the
• 6:40
  clinicians,
• 6:40
  we've
• 6:40
  gotta
• 6:40
  speak
• 6:41
  to
• 6:41
  the
• 6:41
  whole
• 6:42
  value
• 6:42
  chain.
• 6:43
  Might
• 6:43
  be
• 6:43
  that,
• 6:44
  that
• 6:44
  we
• 6:44
  speak
• 6:45
  to.
• 6:45
  If
• 6:45
  we're
• 6:45
  looking
• 6:45
  at
• 6:45
  the
• 6:45
  hospital
• 6:46
  setting,
• 6:46
  we
• 6:46
  speak
• 6:47
  to
• 6:47
  the
• 6:47
  patient,
• 6:48
  we,
• 6:48
  and
• 6:48
  then
• 6:48
  we
• 6:48
  come
• 6:48
  from
• 6:48
  the
• 6:48
  patient
• 6:49
  backwards
• 6:50
  right
• 6:50
  through.
• 6:51
  We
• 6:51
  reverse
• 6:51
  engineer
• 6:52
  it
• 6:52
  and
• 6:52
  we
• 6:52
  say,
• 6:52
  actually
• 6:53
  the
• 6:53
  thing
• 6:53
  we
• 6:53
  wanted
• 6:54
  blue
• 6:55
  patients
• 6:55
  don't
• 6:55
  like.
• 6:57
  Patients
• 6:57
  want
• 6:57
  it
• 6:57
  yellow,
• 6:58
  right?
• 6:58
  Okay.
• 6:59
  We'll
• 6:59
  make
• 6:59
  it
• 6:59
  yellow.
• 7:00
  But
• 7:00
  we've
• 7:00
  gotta
• 7:01
  keep
• 7:01
  asking
• 7:01
  why
• 7:01
  all
• 7:01
  the
• 7:02
  time,
• 7:02
  why,
• 7:03
  why,
• 7:03
  why
• 7:04
  that
• 7:04
  gives
• 7:04
  us,
• 7:04
  we,
• 7:05
  we
• 7:05
  can
• 7:05
  have
• 7:05
  as
• 7:05
  much
• 7:05
  knowledge
• 7:06
  as
• 7:06
  we
• 7:06
  want,
• 7:07
  but
• 7:07
  we've
• 7:07
  gotta
• 7:07
  turn
• 7:08
  our
• 7:08
  knowledge
• 7:08
  into
• 7:08
  wisdom.
• 7:09
  That's
• 7:09
  what
• 7:09
  gives
• 7:10
  us
• 7:10
  the
• 7:10
  vision
• 7:11
  to
• 7:11
  allow
• 7:11
  us
• 7:11
  to
• 7:11
  move
• 7:11
  forwards
• 7:12
  with
• 7:13
  products
• 7:13
  that
• 7:13
  people
• 7:14
  want,
• 7:15
  not
• 7:15
  that
• 7:15
  we've
• 7:16
  made.
• 7:17
  Yeah.
• 7:18
  No,
• 7:18
  and,
• 7:18
  and
• 7:18
  that,
• 7:19
  that,
• 7:19
  that's
• 7:19
  an
• 7:19
  even
• 7:20
  more
• 7:20
  interesting
• 7:21
  question
• 7:21
  because
• 7:22
  that.
• 7:23
  Begs
• 7:23
  the
• 7:23
  question,
• 7:24
  shouldn't
• 7:25
  you
• 7:25
  be
• 7:25
  doing
• 7:25
  that
• 7:25
  before
• 7:26
  you
• 7:26
  even
• 7:26
  start
• 7:26
  spending
• 7:27
  money
• 7:27
  at
• 7:27
  all
• 7:28
  developing
• 7:28
  the
• 7:28
  product?
• 7:29
  Which,
• 7:29
  which
• 7:29
  often
• 7:30
  rarely
• 7:30
  happens
• 7:30
  rare.
• 7:31
  Most
• 7:31
  of
• 7:31
  the
• 7:31
  time,
• 7:32
  especially
• 7:32
  when
• 7:32
  I'm
• 7:32
  speaking
• 7:33
  with
• 7:33
  clinicians,
• 7:34
  it's,
• 7:35
  well,
• 7:35
  I'm
• 7:36
  a
• 7:36
  clinician
• 7:36
  and
• 7:37
  I
• 7:37
  work
• 7:37
  in
• 7:37
  this
• 7:37
  area.
• 7:38
  And
• 7:38
  I've
• 7:38
  seen
• 7:38
  a
• 7:39
  gap,
• 7:39
  so
• 7:39
  I'm
• 7:39
  gonna
• 7:39
  create
• 7:40
  something
• 7:40
  for
• 7:40
  the
• 7:40
  gap.
• 7:41
  And
• 7:41
  they've
• 7:41
  not,
• 7:41
  and
• 7:41
  they
• 7:41
  might
• 7:41
  have
• 7:42
  spoken
• 7:42
  to
• 7:42
  one
• 7:42
  or
• 7:42
  two
• 7:42
  of
• 7:43
  their
• 7:43
  friends
• 7:43
  who
• 7:43
  just,
• 7:44
  oh
• 7:44
  yeah,
• 7:44
  it's
• 7:44
  a
• 7:44
  great
• 7:45
  idea.
• 7:45
  You
• 7:45
  crack
• 7:45
  on
• 7:45
  and
• 7:45
  do
• 7:46
  that.
• 7:46
  And
• 7:46
  then
• 7:46
  when
• 7:47
  they
• 7:47
  deliver
• 7:47
  it,
• 7:48
  their
• 7:48
  own
• 7:48
  hospital
• 7:49
  won't
• 7:49
  use
• 7:49
  it.
• 7:49
  Nobody
• 7:50
  else
• 7:50
  is
• 7:50
  using
• 7:50
  it.
• 7:50
  You're
• 7:50
  thinking,
• 7:51
  oh,
• 7:52
  well,
• 7:52
  I,
• 7:52
  I
• 7:52
  ask
• 7:52
  people,
• 7:53
  but
• 7:53
  they've
• 7:53
  only
• 7:53
  really
• 7:54
  asking
• 7:54
  a,
• 7:54
  almost
• 7:55
  like
• 7:55
  a
• 7:55
  confirmation
• 7:56
  bias
• 7:56
  type
• 7:57
  of.
• 7:58
  Yeah,
• 7:59
  and
• 7:59
  I
• 7:59
  can
• 7:59
  resonate,
• 8:00
  I
• 8:00
  can
• 8:00
  really
• 8:00
  resonate
• 8:01
  with
• 8:01
  that
• 8:02
  when
• 8:02
  I
• 8:02
  speak
• 8:03
  with
• 8:03
  people.
• 8:03
  If,
• 8:04
  if
• 8:04
  somebody
• 8:04
  comes
• 8:04
  to
• 8:05
  me
• 8:05
  and
• 8:05
  says,
• 8:05
  can
• 8:05
  you
• 8:05
  work
• 8:06
  with
• 8:06
  me?
• 8:06
  Can
• 8:06
  you
• 8:06
  develop
• 8:06
  X,
• 8:07
  Y,
• 8:07
  Z?
• 8:07
  Can
• 8:07
  you
• 8:07
  take
• 8:08
  me
• 8:08
  to
• 8:08
  market?
• 8:09
  Yes.
• 8:10
  I
• 8:10
  use
• 8:10
  something
• 8:11
  simple.
• 8:11
  I
• 8:11
  use
• 8:11
  the
• 8:11
  ideal
• 8:12
  model.
• 8:13
  Yeah.
• 8:13
  Is
• 8:13
  it
• 8:13
  feasible?
• 8:15
  Is
• 8:16
  it
• 8:16
  desirable
• 8:17
  and
• 8:17
  is
• 8:17
  it
• 8:17
  viable?
• 8:18
  And
• 8:18
  if
• 8:18
  they
• 8:19
  can't
• 8:19
  immediately
• 8:20
  answer
• 8:20
  those
• 8:20
  questions
• 8:22
  and
• 8:22
  not
• 8:22
  just
• 8:22
  a
• 8:22
  yes,
• 8:23
  yes,
• 8:23
  yes,
• 8:24
  yes,
• 8:25
  because
• 8:26
  yes,
• 8:26
  because
• 8:27
  yes,
• 8:27
  because
• 8:28
  then
• 8:28
  we
• 8:29
  take
• 8:29
  a
• 8:29
  step
• 8:29
  back.
• 8:30
  And
• 8:30
  then
• 8:31
  we
• 8:31
  get
• 8:31
  into
• 8:32
  what
• 8:32
  research
• 8:32
  have
• 8:33
  you
• 8:33
  done?
• 8:34
  How
• 8:34
  big's
• 8:34
  the
• 8:34
  market?
• 8:35
  Where
• 8:35
  is
• 8:35
  the
• 8:35
  market?
• 8:36
  What
• 8:36
  are
• 8:36
  your
• 8:36
  roots
• 8:37
  to
• 8:37
  market?
• 8:38
  And
• 8:40
  they're
• 8:40
  not
• 8:40
  trick
• 8:40
  questions.
• 8:41
  They're
• 8:41
  questions
• 8:42
  that
• 8:42
  should
• 8:42
  be
• 8:42
  at
• 8:43
  the
• 8:43
  forefront
• 8:43
  of
• 8:43
  your
• 8:43
  mind.
• 8:44
  Yeah,
• 8:45
  this
• 8:45
  is
• 8:45
  my
• 8:45
  market.
• 8:46
  This
• 8:46
  is
• 8:46
  my
• 8:46
  entry
• 8:46
  point,
• 8:47
  this
• 8:47
  is
• 8:47
  my
• 8:47
  price
• 8:48
  point.
• 8:48
  This
• 8:48
  is,
• 8:48
  these
• 8:49
  are
• 8:49
  the
• 8:49
  true
• 8:49
  as
• 8:49
  I've
• 8:50
  got
• 8:50
  now.
• 8:50
  They
• 8:50
  may,
• 8:51
  those
• 8:51
  answers
• 8:51
  might
• 8:52
  not
• 8:52
  be.
• 8:53
  Robust,
• 8:54
  they
• 8:54
  might
• 8:54
  not
• 8:55
  be
• 8:55
  set
• 8:55
  in
• 8:55
  stone,
• 8:56
  but
• 8:57
  what
• 8:57
  they
• 8:57
  are
• 8:57
  is
• 8:58
  a,
• 8:58
  is
• 8:58
  a
• 8:58
  framework
• 8:59
  to
• 8:59
  say,
• 9:00
  yes,
• 9:00
  I've
• 9:01
  looked
• 9:01
  at
• 9:01
  these
• 9:01
  different
• 9:02
  areas,
• 9:02
  I
• 9:02
  understand
• 9:03
  these
• 9:03
  areas
• 9:04
  and
• 9:04
  I
• 9:04
  know
• 9:04
  that
• 9:04
  I've
• 9:04
  gotta
• 9:05
  have
• 9:05
  an
• 9:06
  answer
• 9:06
  for
• 9:06
  each
• 9:06
  of
• 9:06
  these
• 9:06
  questions
• 9:07
  before
• 9:07
  I
• 9:07
  move
• 9:07
  to
• 9:08
  the
• 9:08
  next
• 9:08
  gate.
• 9:09
  And
• 9:09
  it's
• 9:10
  it.
• 9:10
  Then
• 9:10
  you
• 9:11
  get
• 9:11
  into
• 9:11
  sort
• 9:11
  of
• 9:12
  true
• 9:12
  development
• 9:12
  cycles
• 9:13
  around
• 9:13
  stage,
• 9:13
  gate
• 9:14
  stop
• 9:14
  goes,
• 9:15
  all
• 9:15
  of
• 9:15
  those
• 9:16
  kind
• 9:16
  of
• 9:16
  things
• 9:16
  to
• 9:16
  say
• 9:16
  right.
• 9:17
  Now
• 9:17
  we're
• 9:17
  gonna
• 9:18
  take
• 9:18
  a
• 9:18
  step
• 9:18
  back.
• 9:19
  We're
• 9:19
  not
• 9:19
  gonna
• 9:19
  go
• 9:20
  any
• 9:20
  further
• 9:20
  until,
• 9:21
  and
• 9:22
  then
• 9:22
  quite
• 9:23
  often
• 9:23
  we
• 9:24
  go,
• 9:24
  I
• 9:24
  see
• 9:24
  we
• 9:25
  go
• 9:25
  from
• 9:25
  zero
• 9:25
  to
• 9:26
  a
• 9:26
  hundred
• 9:26
  miles
• 9:26
  an
• 9:26
  hour
• 9:27
  in
• 9:27
  terms
• 9:28
  of
• 9:28
  here's
• 9:29
  my
• 9:29
  first
• 9:29
  design
• 9:30
  product,
• 9:31
  right?
• 9:31
  Let,
• 9:31
  let's
• 9:32
  take
• 9:32
  it
• 9:32
  to
• 9:32
  market.
• 9:33
  Who
• 9:33
  have
• 9:33
  you
• 9:33
  tested
• 9:34
  it
• 9:34
  with?
• 9:34
  What's
• 9:34
  the
• 9:34
  feedback?
• 9:35
  What
• 9:36
  are
• 9:36
  the
• 9:36
  positives?
• 9:36
  What
• 9:36
  are
• 9:36
  the
• 9:36
  negatives?
• 9:38
  Can
• 9:38
  we
• 9:38
  make
• 9:39
  like
• 9:39
  this?
• 9:39
  Do
• 9:39
  we
• 9:39
  have
• 9:39
  to
• 9:39
  make
• 9:39
  it
• 9:40
  like
• 9:40
  that?
• 9:40
  And
• 9:40
  I
• 9:40
  think.
• 9:42
  It
• 9:42
  comes
• 9:43
  from,
• 9:43
  it
• 9:43
  comes
• 9:43
  from
• 9:44
  ownership.
• 9:45
  I've
• 9:45
  made
• 9:46
  this
• 9:46
  thing,
• 9:47
  I've
• 9:47
  developed
• 9:47
  it.
• 9:47
  It's
• 9:47
  come
• 9:48
  outta
• 9:48
  my
• 9:48
  head.
• 9:49
  This
• 9:49
  is
• 9:49
  perfect.
• 9:51
  In
• 9:51
  your
• 9:51
  eyes,
• 9:51
  it's
• 9:51
  perfect.
• 9:52
  However,
• 9:53
  you
• 9:53
  are
• 9:54
  not
• 9:54
  the
• 9:54
  one
• 9:55
  most
• 9:55
  of
• 9:55
  the
• 9:55
  time
• 9:55
  that's
• 9:55
  gonna
• 9:55
  be
• 9:56
  using
• 9:56
  that
• 9:56
  product.
• 9:56
  So
• 9:57
  let's
• 9:57
  do
• 9:57
  the
• 9:58
  co-production
• 9:58
  bit.
• 9:59
  Let's
• 9:59
  speak
• 9:59
  to
• 10:00
  the
• 10:00
  stakeholders,
• 10:01
  not
• 10:01
  just
• 10:01
  one
• 10:01
  or
• 10:02
  two.
• 10:02
  Let's
• 10:02
  put
• 10:02
  a
• 10:02
  full.
• 10:04
  Stakeholder
• 10:04
  map
• 10:04
  together,
• 10:05
  and
• 10:05
  then
• 10:05
  let's,
• 10:06
  let's
• 10:06
  work
• 10:07
  through
• 10:07
  that
• 10:07
  stakeholder
• 10:08
  map
• 10:08
  and
• 10:08
  identify
• 10:09
  where
• 10:09
  we
• 10:09
  bring
• 10:10
  the
• 10:10
  most
• 10:10
  value.
• 10:10
  And
• 10:11
  it
• 10:11
  might
• 10:11
  be,
• 10:12
  we,
• 10:12
  we
• 10:12
  are
• 10:12
  talking
• 10:12
  about
• 10:13
  hospital
• 10:13
  setting,
• 10:13
  for
• 10:13
  example.
• 10:14
  Actually,
• 10:14
  no,
• 10:15
  it's,
• 10:15
  it's
• 10:16
  better
• 10:16
  fitted
• 10:17
  to
• 10:17
  a
• 10:17
  community
• 10:17
  environment,
• 10:18
  still
• 10:18
  in
• 10:18
  the
• 10:18
  clinical
• 10:19
  field.
• 10:19
  However,
• 10:20
  what
• 10:20
  you've
• 10:20
  done
• 10:21
  in
• 10:21
  a
• 10:21
  hospital.
• 10:23
  There's
• 10:23
  10
• 10:23
  of
• 10:23
  them
• 10:24
  in
• 10:24
  the
• 10:24
  community,
• 10:25
  there's
• 10:25
  none
• 10:25
  of
• 10:25
  them.
• 10:26
  So
• 10:27
  your
• 10:27
  product
• 10:27
  is
• 10:27
  better
• 10:28
  placed
• 10:28
  in
• 10:28
  this
• 10:28
  market
• 10:29
  rather
• 10:30
  than
• 10:30
  this
• 10:30
  market.
• 10:30
  And
• 10:30
  we
• 10:30
  get
• 10:31
  into
• 10:31
  segmentation
• 10:31
  then.
• 10:32
  Yeah.
• 10:32
  No,
• 10:32
  and
• 10:32
  I,
• 10:33
  and
• 10:33
  I
• 10:33
  think
• 10:33
  that's
• 10:33
  really
• 10:33
  important.
• 10:34
  So
• 10:34
  from,
• 10:34
  from
• 10:34
  your
• 10:35
  point
• 10:35
  of
• 10:35
  view,
• 10:35
  I've
• 10:35
  obviously
• 10:36
  done
• 10:36
  this
• 10:36
  a
• 10:37
  hundred
• 10:37
  times.
• 10:38
  What's
• 10:38
  the
• 10:38
  biggest
• 10:39
  commercial?
• 10:40
  Blind
• 10:40
  pot.
• 10:41
  Blind
• 10:41
  pot.
• 10:42
  Blind
• 10:42
  spot.
• 10:43
  Even
• 10:44
  you
• 10:44
  see,
• 10:45
  when
• 10:45
  you
• 10:45
  get
• 10:45
  technically.
• 10:47
  Strong
• 10:47
  MedTech
• 10:47
  business.
• 10:48
  They've
• 10:48
  got
• 10:48
  a
• 10:48
  good
• 10:49
  product
• 10:49
  once
• 10:50
  they
• 10:50
  launch.
• 10:50
  What's
• 10:50
  the,
• 10:51
  what's
• 10:51
  the
• 10:51
  typical
• 10:52
  commercial
• 10:52
  buying
• 10:52
  supply
• 10:53
  for
• 10:53
  what
• 10:53
  they
• 10:53
  have?
• 10:53
  Is
• 10:54
  it
• 10:54
  what
• 10:54
  you've
• 10:54
  just
• 10:54
  been
• 10:55
  talking
• 10:55
  about
• 10:55
  in
• 10:55
  terms
• 10:55
  of
• 10:56
  really
• 10:57
  understanding
• 10:58
  who
• 10:58
  is
• 10:58
  gonna
• 10:59
  benefit
• 10:59
  from
• 10:59
  this
• 10:59
  product
• 11:00
  or
• 11:00
  is
• 11:00
  it
• 11:00
  something
• 11:00
  else?
• 11:02
  I
• 11:02
  think
• 11:03
  if
• 11:03
  we
• 11:04
  look
• 11:04
  at,
• 11:04
  at
• 11:05
  clinicians
• 11:05
  who've
• 11:06
  developed
• 11:07
  a
• 11:07
  product
• 11:07
  for
• 11:07
  market,
• 11:08
  they're
• 11:08
  optimizing
• 11:09
  for
• 11:09
  performance.
• 11:10
  Okay.
• 11:10
  They
• 11:11
  know.
• 11:12
  This
• 11:12
  device
• 11:13
  will
• 11:13
  do
• 11:13
  this
• 11:14
  better
• 11:14
  than
• 11:14
  the
• 11:14
  previous
• 11:14
  device.
• 11:15
  They,
• 11:15
  they've
• 11:16
  optimized
• 11:16
  the
• 11:16
  performance
• 11:17
  based
• 11:17
  on
• 11:17
  their,
• 11:18
  their
• 11:18
  intrinsic
• 11:18
  knowledge
• 11:19
  of
• 11:19
  that,
• 11:19
  of
• 11:19
  that
• 11:19
  subject
• 11:20
  matter.
• 11:21
  However,
• 11:22
  hospitals
• 11:23
  don't
• 11:24
  always
• 11:24
  buy
• 11:24
  better.
• 11:25
  They
• 11:25
  buy
• 11:26
  risk
• 11:27
  management,
• 11:27
  they
• 11:28
  buy
• 11:28
  simplicity,
• 11:29
  they
• 11:29
  buy
• 11:31
  economic
• 11:32
  clarity.
• 11:32
  So
• 11:33
  not
• 11:33
  just
• 11:33
  the
• 11:34
  cheapest,
• 11:35
  but
• 11:35
  the
• 11:35
  one
• 11:36
  that
• 11:36
  brings
• 11:36
  the
• 11:36
  most
• 11:36
  value,
• 11:36
  the
• 11:37
  one
• 11:37
  that's
• 11:37
  most
• 11:37
  cost
• 11:37
  effective
• 11:38
  holistically.
• 11:38
  So,
• 11:39
  yeah.
• 11:39
  Simple
• 11:40
  answer
• 11:40
  would
• 11:40
  be.
• 11:41
  Performance
• 11:41
  over
• 11:42
  adoption.
• 11:44
  Yeah,
• 11:44
  I
• 11:44
  mean,
• 11:44
  it's,
• 11:44
  it's
• 11:45
  interesting.
• 11:45
  I
• 11:45
  had
• 11:45
  a
• 11:45
  conversation
• 11:46
  with,
• 11:46
  a
• 11:46
  Canadian
• 11:47
  lady,
• 11:47
  Julie
• 11:47
  Moore,
• 11:48
  Julia
• 11:48
  Moore,
• 11:49
  about
• 11:49
  this
• 11:50
  adoption,
• 11:51
  because
• 11:51
  I
• 11:51
  think
• 11:51
  that
• 11:52
  this,
• 11:52
  this
• 11:52
  is
• 11:52
  a
• 11:53
  key
• 11:53
  area.
• 11:53
  'cause
• 11:54
  even
• 11:54
  if
• 11:54
  you've
• 11:54
  got
• 11:54
  a
• 11:54
  good
• 11:54
  product
• 11:55
  and
• 11:55
  people
• 11:55
  like
• 11:55
  it,
• 11:56
  just
• 11:56
  if
• 11:56
  you're
• 11:56
  talking
• 11:57
  out
• 11:57
  there,
• 11:57
  it's
• 11:57
  about
• 11:58
  understanding
• 11:59
  how
• 11:59
  are
• 11:59
  you
• 11:59
  gonna
• 12:00
  get
• 12:00
  it
• 12:00
  adopted.
• 12:01
  And
• 12:01
  who
• 12:02
  are
• 12:02
  the
• 12:02
  people
• 12:02
  that
• 12:02
  are
• 12:02
  making
• 12:02
  those
• 12:03
  decisions
• 12:03
  for
• 12:03
  adoption?
• 12:04
  And
• 12:04
  therefore,
• 12:05
  how
• 12:05
  do
• 12:05
  you
• 12:05
  make
• 12:05
  sure
• 12:06
  that
• 12:06
  you
• 12:07
  tick
• 12:07
  those
• 12:07
  boxes?
• 12:08
  'cause
• 12:08
  if
• 12:08
  you
• 12:08
  just
• 12:08
  rightly
• 12:08
  said
• 12:09
  there,
• 12:09
  it's
• 12:09
  very,
• 12:10
  I'm
• 12:10
  not
• 12:10
  gonna
• 12:10
  say
• 12:10
  it's
• 12:10
  easy,
• 12:11
  but
• 12:11
  it's
• 12:11
  very
• 12:12
  common
• 12:13
  that
• 12:13
  clinicians,
• 12:14
  build
• 12:14
  devices,
• 12:15
  and
• 12:15
  products
• 12:16
  that
• 12:17
  actually
• 12:18
  will
• 12:18
  improve
• 12:18
  performance.
• 12:19
  But
• 12:20
  if
• 12:20
  it
• 12:20
  doesn't
• 12:20
  fit
• 12:20
  in
• 12:20
  with
• 12:21
  a
• 12:21
  workflow
• 12:21
  or
• 12:22
  it
• 12:22
  makes
• 12:22
  that
• 12:22
  workflow
• 12:23
  significantly,
• 12:24
  you
• 12:24
  know,
• 12:24
  more
• 12:25
  difficult,
• 12:25
  adds
• 12:25
  three
• 12:25
  or
• 12:26
  four
• 12:26
  steps
• 12:26
  in
• 12:26
  it.
• 12:27
  Or
• 12:27
  it's
• 12:28
  not
• 12:28
  as
• 12:28
  cost
• 12:28
  effective
• 12:29
  as
• 12:29
  the
• 12:29
  previous
• 12:29
  one.
• 12:30
  Even
• 12:30
  though
• 12:30
  it
• 12:30
  increases
• 12:30
  performance,
• 12:32
  the
• 12:32
  chances
• 12:32
  of
• 12:32
  it
• 12:32
  actually
• 12:33
  ever
• 12:33
  getting
• 12:34
  real
• 12:34
  traction
• 12:35
  are,
• 12:35
  are
• 12:36
  minimal.
• 12:37
  And,
• 12:37
  and,
• 12:37
  and
• 12:37
  that,
• 12:38
  that's
• 12:38
  supposed
• 12:38
  to
• 12:38
  lead
• 12:38
  me
• 12:38
  onto
• 12:39
  a,
• 12:39
  another
• 12:39
  question
• 12:40
  because,
• 12:41
  you
• 12:41
  know,
• 12:42
  when
• 12:42
  a
• 12:42
  founder
• 12:43
  or
• 12:43
  somebody
• 12:44
  who
• 12:44
  owns
• 12:44
  a
• 12:44
  products
• 12:45
  so
• 12:46
  come
• 12:46
  back
• 12:46
  and
• 12:47
  says,
• 12:47
  this
• 12:47
  is
• 12:47
  fitting
• 12:47
  in.
• 12:48
  You
• 12:48
  know,
• 12:48
  the
• 12:48
  clinicians
• 12:49
  love
• 12:49
  it.
• 12:50
  Now,
• 12:50
  does
• 12:51
  that
• 12:51
  get
• 12:51
  you
• 12:52
  excited?
• 12:53
  Or
• 12:53
  did
• 12:53
  it
• 12:53
  throw
• 12:54
  up
• 12:54
  any
• 12:54
  red
• 12:54
  flags
• 12:55
  and,
• 12:55
  and
• 12:55
  what
• 12:55
  would
• 12:55
  be
• 12:55
  the
• 12:55
  next
• 12:56
  question
• 12:56
  you
• 12:56
  ask
• 12:57
  them
• 12:57
  when
• 12:57
  they
• 12:57
  say,
• 12:57
  oh,
• 12:58
  clinicians
• 12:58
  love
• 12:58
  it.
• 12:58
  The
• 12:59
  pessimist
• 12:59
  is
• 12:59
  gonna
• 12:59
  come
• 13:00
  out
• 13:00
  to
• 13:00
  me
• 13:00
  now.
• 13:01
  Two,
• 13:01
  two
• 13:02
  questions.
• 13:03
  Who
• 13:03
  and
• 13:04
  why?
• 13:05
  Who
• 13:05
  loves
• 13:05
  it
• 13:06
  and
• 13:06
  why?
• 13:08
  And
• 13:08
  again,
• 13:08
  if
• 13:09
  they
• 13:09
  can't
• 13:09
  iterate
• 13:10
  an
• 13:10
  answer
• 13:11
  by
• 13:11
  return,
• 13:12
  then
• 13:13
  the
• 13:13
  research
• 13:14
  isn't
• 13:15
  robust
• 13:15
  for
• 13:15
  me.
• 13:16
  They've
• 13:16
  asked
• 13:17
  their
• 13:17
  friend,
• 13:17
  who's
• 13:17
  another
• 13:18
  clinician.
• 13:19
  Who
• 13:19
  says,
• 13:19
  yeah,
• 13:20
  good
• 13:20
  idea.
• 13:21
  Yeah.
• 13:21
  That's,
• 13:22
  that's
• 13:22
  not
• 13:23
  research.
• 13:24
  Yeah.
• 13:24
  That's
• 13:24
  opinion.
• 13:25
  You're
• 13:25
  asking
• 13:25
  for
• 13:25
  opinion.
• 13:27
  My,
• 13:27
  my
• 13:28
  answer
• 13:28
  to
• 13:28
  the
• 13:28
  question,
• 13:29
  less
• 13:29
  pessimistically
• 13:31
  would
• 13:31
  be
• 13:32
  who
• 13:32
  controls
• 13:32
  the
• 13:32
  budget?
• 13:33
  Yeah.
• 13:33
  Is
• 13:34
  the
• 13:34
  person
• 13:35
  that
• 13:35
  you've
• 13:35
  spoken
• 13:35
  to,
• 13:36
  the
• 13:36
  same
• 13:36
  person
• 13:37
  that
• 13:37
  controls
• 13:37
  the
• 13:38
  budget?
• 13:39
  If
• 13:39
  yes,
• 13:40
  then
• 13:41
  we've
• 13:41
  we're
• 13:42
  one
• 13:42
  stage
• 13:42
  further
• 13:42
  ahead.
• 13:43
  We've
• 13:43
  got
• 13:43
  somebody
• 13:44
  that.
• 13:46
  Can
• 13:46
  make
• 13:46
  a
• 13:47
  decision.
• 13:48
  We've
• 13:48
  spoken
• 13:48
  to
• 13:50
  the
• 13:50
  first
• 13:50
  person.
• 13:51
  No
• 13:51
  decision
• 13:51
  making
• 13:51
  power,
• 13:52
  no
• 13:52
  authority,
• 13:53
  no,
• 13:54
  no
• 13:55
  real
• 13:57
  position
• 13:57
  in,
• 13:58
  in
• 13:58
  the
• 13:58
  value
• 13:58
  chain,
• 13:59
  in
• 13:59
  in
• 13:59
  the
• 13:59
  buying
• 13:59
  process.
• 14:00
  So
• 14:01
  as
• 14:01
  I
• 14:01
  said,
• 14:01
  who,
• 14:02
  why?
• 14:02
  And.
• 14:04
  If
• 14:04
  we
• 14:04
  get
• 14:04
  a
• 14:04
  positive
• 14:05
  for
• 14:05
  both
• 14:05
  of
• 14:05
  those,
• 14:06
  do
• 14:06
  they
• 14:06
  have
• 14:07
  budgetary
• 14:07
  control?
• 14:08
  And
• 14:08
  that
• 14:08
  way
• 14:09
  then
• 14:09
  we
• 14:09
  start,
• 14:09
  we
• 14:10
  start
• 14:10
  stepping
• 14:11
  further
• 14:11
  and
• 14:11
  further
• 14:12
  into
• 14:12
  the
• 14:12
  commercial
• 14:13
  world
• 14:13
  and
• 14:13
  we
• 14:13
  start
• 14:14
  looking
• 14:14
  at,
• 14:15
  stakeholder
• 14:15
  management.
• 14:16
  So
• 14:18
  when
• 14:18
  I
• 14:18
  was
• 14:18
  working
• 14:18
  in
• 14:18
  the
• 14:18
  infection
• 14:19
  control
• 14:19
  arena.
• 14:21
  For
• 14:21
  many,
• 14:22
  many
• 14:22
  years,
• 14:23
  infection
• 14:23
  control
• 14:23
  nurses,
• 14:24
  they
• 14:24
  were
• 14:25
  the
• 14:25
  key
• 14:25
  decision
• 14:25
  makers.
• 14:26
  Yeah.
• 14:26
  Procurement
• 14:27
  had
• 14:27
  a
• 14:27
  handle
• 14:27
  in
• 14:27
  it.
• 14:28
  Waste
• 14:28
  management,
• 14:29
  health
• 14:30
  and
• 14:30
  safety.
• 14:31
  What
• 14:31
  we've
• 14:31
  seen
• 14:31
  now,
• 14:31
  particularly
• 14:32
  with
• 14:32
  things
• 14:32
  like
• 14:32
  the
• 14:33
  NHS
• 14:33
  Road
• 14:33
  to
• 14:33
  net
• 14:33
  zero
• 14:34
  is
• 14:35
  waste
• 14:36
  managers,
• 14:36
  environmental
• 14:37
  managers,
• 14:38
  whilst
• 14:39
  infection
• 14:39
  control
• 14:40
  teams
• 14:40
  are
• 14:41
  still,
• 14:41
  are
• 14:41
  still
• 14:41
  important.
• 14:43
  'cause
• 14:43
  of
• 14:43
  that
• 14:43
  more
• 14:44
  holistic
• 14:44
  NHSR
• 14:45
  net
• 14:45
  zero.
• 14:46
  The
• 14:47
  power
• 14:47
  is,
• 14:48
  is
• 14:48
  being
• 14:48
  shared
• 14:49
  more
• 14:49
  equally
• 14:50
  with
• 14:50
  all
• 14:50
  the
• 14:50
  stakeholders,
• 14:52
  particularly
• 14:52
  in
• 14:52
  this
• 14:52
  case,
• 14:53
  waste
• 14:53
  managers,
• 14:54
  environmental
• 14:54
  managers.
• 14:55
  So
• 14:55
  it's
• 14:55
  bringing
• 14:56
  those
• 14:56
  stakeholders
• 14:57
  on.
• 14:57
  The
• 14:58
  question
• 14:58
  was,
• 15:00
  what
• 15:00
  happens
• 15:00
  when
• 15:01
  clinicians
• 15:01
  say
• 15:01
  they
• 15:01
  love
• 15:01
  it?
• 15:03
  Where
• 15:03
  in,
• 15:04
  where
• 15:04
  in
• 15:04
  that
• 15:04
  stakeholder
• 15:05
  map
• 15:05
  does
• 15:05
  the
• 15:05
  clinician
• 15:06
  sit?
• 15:07
  And,
• 15:08
  and,
• 15:08
  and
• 15:08
  this,
• 15:08
  this
• 15:09
  is,
• 15:09
  this
• 15:09
  is
• 15:09
  so
• 15:10
  important.
• 15:11
  So,
• 15:11
  so
• 15:11
  just
• 15:11
  on
• 15:12
  that.
• 15:13
  So
• 15:13
  all
• 15:14
  the
• 15:14
  people
• 15:14
  listening,
• 15:14
  what
• 15:15
  would
• 15:15
  you,
• 15:16
  what's
• 15:16
  your
• 15:16
  advice
• 15:16
  to
• 15:16
  them?
• 15:17
  When
• 15:18
  a
• 15:18
  clinician
• 15:19
  does
• 15:19
  say
• 15:19
  they
• 15:20
  love
• 15:20
  it,
• 15:21
  validate
• 15:22
  it.
• 15:23
  Validate
• 15:23
  it
• 15:23
  in
• 15:24
  two
• 15:24
  ways.
• 15:24
  Ask
• 15:25
  more
• 15:25
  people
• 15:26
  and
• 15:26
  ask
• 15:27
  why.
• 15:28
  So
• 15:29
  we,
• 15:30
  we
• 15:30
  are
• 15:30
  all
• 15:31
  different.
• 15:31
  We
• 15:31
  are
• 15:31
  all,
• 15:31
  we
• 15:32
  all
• 15:32
  have
• 15:32
  different
• 15:32
  views
• 15:33
  and
• 15:33
  values
• 15:33
  and
• 15:33
  beliefs.
• 15:35
  If
• 15:35
  I
• 15:35
  ask
• 15:35
  somebody
• 15:36
  something
• 15:37
  and
• 15:37
  ask
• 15:37
  somebody
• 15:37
  else
• 15:37
  something,
• 15:38
  the
• 15:38
  likelihood
• 15:39
  is
• 15:39
  I'm
• 15:39
  gonna
• 15:39
  get
• 15:40
  a
• 15:40
  different
• 15:40
  answer
• 15:41
  or
• 15:41
  I'm
• 15:41
  gonna
• 15:41
  get
• 15:42
  answer
• 15:42
  that
• 15:43
  is
• 15:43
  not
• 15:43
  exactly
• 15:43
  the
• 15:43
  same.
• 15:44
  So,
• 15:45
  I
• 15:45
  once
• 15:46
  remember,
• 15:47
  I
• 15:47
  was
• 15:47
  working
• 15:47
  in
• 15:47
  a
• 15:47
  hospital
• 15:48
  in
• 15:48
  London
• 15:48
  and
• 15:50
  part
• 15:50
  of
• 15:50
  the
• 15:50
  decision
• 15:51
  making
• 15:51
  process
• 15:51
  was
• 15:52
  come
• 15:52
  and
• 15:52
  meet
• 15:53
  the,
• 15:53
  the
• 15:53
  team
• 15:53
  and
• 15:54
  we'll,
• 15:54
  we'll
• 15:54
  talk
• 15:55
  through.
• 15:56
  The,
• 15:57
  the
• 15:57
  benefits
• 15:57
  of
• 15:57
  the
• 15:57
  product.
• 15:58
  And
• 15:59
  I
• 15:59
  thought,
• 15:59
  yeah,
• 15:59
  I'll
• 15:59
  walk
• 15:59
  into
• 15:59
  this
• 16:00
  tea
• 16:00
  in
• 16:00
  this
• 16:00
  room,
• 16:00
  there'll
• 16:01
  be
• 16:01
  three
• 16:01
  or
• 16:01
  four
• 16:01
  people
• 16:01
  in
• 16:02
  the
• 16:02
  room.
• 16:02
  And
• 16:02
  I
• 16:02
  walked
• 16:03
  in
• 16:03
  and
• 16:03
  there
• 16:03
  were
• 16:03
  15
• 16:03
  people
• 16:04
  in
• 16:04
  the
• 16:04
  room,
• 16:05
  all
• 16:05
  sat
• 16:05
  there
• 16:06
  staring
• 16:06
  at
• 16:06
  me.
• 16:07
  But
• 16:07
  that
• 16:08
  from
• 16:08
  a
• 16:08
  stakeholder
• 16:08
  point
• 16:09
  of
• 16:09
  view,
• 16:09
  I.
• 16:10
  Each
• 16:10
  of
• 16:10
  those
• 16:11
  had
• 16:11
  a
• 16:11
  vested
• 16:12
  interest
• 16:13
  in
• 16:13
  that
• 16:13
  product
• 16:14
  because
• 16:15
  it
• 16:15
  was
• 16:15
  used
• 16:15
  across
• 16:15
  the
• 16:15
  hospital.
• 16:16
  They
• 16:16
  all
• 16:17
  had
• 16:17
  a
• 16:17
  vested
• 16:17
  interest,
• 16:18
  and
• 16:18
  they
• 16:18
  all
• 16:18
  wanted
• 16:18
  to
• 16:18
  make
• 16:19
  sure
• 16:19
  that
• 16:19
  their
• 16:20
  interests
• 16:20
  will
• 16:20
  be
• 16:20
  met.
• 16:21
  And
• 16:21
  as
• 16:22
  you
• 16:22
  said,
• 16:22
  is
• 16:22
  it
• 16:22
  gonna
• 16:23
  make
• 16:23
  my
• 16:23
  life
• 16:23
  harder
• 16:23
  or
• 16:24
  better?
• 16:24
  Is
• 16:24
  it
• 16:24
  gonna
• 16:25
  make
• 16:25
  my
• 16:25
  processes
• 16:26
  longer?
• 16:27
  And
• 16:27
  if
• 16:27
  it
• 16:27
  is,
• 16:28
  I'm
• 16:28
  quite
• 16:29
  valid.
• 16:29
  As
• 16:29
  a
• 16:29
  stakeholder,
• 16:30
  I'm
• 16:30
  quite
• 16:30
  valid
• 16:30
  to
• 16:30
  say,
• 16:31
  actually
• 16:31
  guys,
• 16:31
  that
• 16:31
  doesn't
• 16:32
  work
• 16:32
  for
• 16:32
  me.
• 16:33
  It's
• 16:33
  gonna
• 16:33
  create
• 16:34
  work,
• 16:34
  it's
• 16:35
  gonna
• 16:35
  create
• 16:35
  waste.
• 16:36
  It's
• 16:36
  not
• 16:36
  gonna
• 16:36
  add
• 16:36
  value.
• 16:37
  So
• 16:38
  yeah,
• 16:38
  I
• 16:38
  think.
• 16:40
  Ask
• 16:40
  lots
• 16:40
  of
• 16:40
  people
• 16:41
  is
• 16:41
  probably
• 16:41
  the
• 16:41
  simp,
• 16:42
  the
• 16:42
  simple
• 16:42
  answer.
• 16:43
  Validate
• 16:43
  your
• 16:43
  thinking.
• 16:44
  Ask
• 16:44
  lots
• 16:44
  of
• 16:44
  people
• 16:45
  and,
• 16:45
  and
• 16:46
  ask
• 16:46
  why.
• 16:47
  Yeah,
• 16:47
  no,
• 16:48
  I,
• 16:48
  I
• 16:48
  I
• 16:48
  think
• 16:48
  that,
• 16:48
  that
• 16:49
  they're,
• 16:49
  they're
• 16:49
  critical
• 16:50
  questions
• 16:51
  that
• 16:51
  you
• 16:51
  need
• 16:51
  to
• 16:51
  ask
• 16:51
  and
• 16:51
  you
• 16:52
  start
• 16:52
  talking
• 16:52
  about
• 16:52
  the
• 16:52
  stakeholder
• 16:53
  management,
• 16:53
  which
• 16:54
  is
• 16:54
  just
• 16:54
  as
• 16:55
  invaluable
• 16:56
  because
• 16:56
  I
• 16:56
  think.
• 16:58
  People
• 16:58
  automatically
• 16:59
  assume
• 16:59
  because
• 17:00
  it's
• 17:00
  a
• 17:00
  clinical
• 17:00
  product,
• 17:01
  then
• 17:01
  the
• 17:02
  clinician's
• 17:02
  decision
• 17:03
  is
• 17:03
  the
• 17:03
  final
• 17:04
  decision.
• 17:05
  And
• 17:05
  without
• 17:05
  doing
• 17:05
  that,
• 17:06
  and,
• 17:06
  and
• 17:06
  sometimes
• 17:06
  it
• 17:06
  is
• 17:07
  actually
• 17:07
  in
• 17:07
  certain
• 17:08
  circumstances
• 17:08
  and
• 17:09
  sometimes
• 17:09
  it
• 17:09
  isn't.
• 17:09
  But
• 17:09
  if
• 17:10
  you
• 17:10
  don't
• 17:10
  understand
• 17:11
  what
• 17:11
  decision
• 17:12
  it
• 17:12
  is
• 17:12
  you're
• 17:12
  trying
• 17:13
  to
• 17:13
  affect,
• 17:14
  and
• 17:14
  where
• 17:15
  that
• 17:15
  individual
• 17:16
  sits
• 17:16
  in
• 17:16
  the
• 17:16
  decision
• 17:16
  making,
• 17:17
  which
• 17:17
  is
• 17:17
  why
• 17:17
  I
• 17:17
  really
• 17:17
  like
• 17:18
  what
• 17:18
  you
• 17:18
  said
• 17:18
  about,
• 17:18
  you
• 17:18
  know,
• 17:19
  who
• 17:20
  likes
• 17:20
  it
• 17:20
  and
• 17:20
  why
• 17:20
  do
• 17:20
  they
• 17:21
  like
• 17:21
  it,
• 17:21
  and
• 17:21
  then
• 17:21
  what
• 17:22
  influence
• 17:22
  do
• 17:22
  they
• 17:22
  actually
• 17:23
  have
• 17:24
  in
• 17:24
  that
• 17:24
  process.
• 17:25
  You,
• 17:26
  you,
• 17:26
  you
• 17:26
  and
• 17:26
  I
• 17:26
  have
• 17:27
  both
• 17:27
  seen
• 17:27
  people
• 17:27
  running
• 17:28
  around
• 17:28
  thinking,
• 17:28
  oh
• 17:28
  yeah,
• 17:29
  yeah,
• 17:29
  I
• 17:29
  wanna
• 17:29
  get
• 17:29
  the
• 17:29
  sale
• 17:29
  tomorrow,
• 17:30
  because
• 17:30
  there's,
• 17:30
  because
• 17:31
  they've
• 17:31
  got
• 17:31
  a
• 17:31
  clinician
• 17:32
  who
• 17:32
  loves
• 17:32
  the
• 17:32
  products.
• 17:33
  Yeah.
• 17:33
  But
• 17:34
  when
• 17:34
  you
• 17:34
  then
• 17:34
  peel
• 17:35
  back
• 17:35
  the
• 17:35
  lead
• 17:35
  and
• 17:35
  peel
• 17:35
  back,
• 17:36
  like,
• 17:36
  yeah,
• 17:36
  yeah,
• 17:36
  but
• 17:36
  you've
• 17:36
  got
• 17:37
  no
• 17:37
  decision
• 17:37
  making
• 17:38
  capability.
• 17:39
  It's
• 17:39
  not
• 17:39
  him.
• 17:40
  You
• 17:40
  know,
• 17:40
  he
• 17:40
  can
• 17:41
  influence
• 17:41
  and
• 17:42
  input,
• 17:42
  but
• 17:43
  at
• 17:43
  the
• 17:43
  end
• 17:43
  of
• 17:43
  the
• 17:43
  day,
• 17:43
  there's
• 17:43
  someone
• 17:43
  else
• 17:44
  who
• 17:44
  says
• 17:44
  yes
• 17:44
  or
• 17:44
  no,
• 17:45
  and
• 17:45
  you
• 17:45
  need
• 17:45
  to
• 17:45
  know
• 17:46
  who
• 17:46
  that
• 17:46
  yes
• 17:46
  or
• 17:46
  no
• 17:46
  person
• 17:47
  is.
• 17:48
  Absolutely.
• 17:49
  Absolutely.
• 17:50
  So,
• 17:51
  so,
• 17:51
  so,
• 17:52
  you
• 17:52
  know,
• 17:52
  regulatory
• 17:53
  and,
• 17:54
  and
• 17:54
  we
• 17:54
  always,
• 17:54
  'cause
• 17:54
  every
• 17:55
  time
• 17:55
  I
• 17:55
  speak
• 17:55
  to
• 17:55
  a
• 17:56
  a
• 17:57
  any
• 17:57
  business,
• 17:58
  they're
• 17:58
  always
• 17:58
  talking
• 17:59
  about
• 17:59
  regulatory.
• 17:59
  And
• 17:59
  that's
• 18:00
  what's
• 18:00
  said
• 18:00
  at
• 18:00
  the
• 18:00
  outset.
• 18:00
  It,
• 18:01
  it's
• 18:01
  the
• 18:01
  regulatory
• 18:02
  thing
• 18:02
  that
• 18:02
  people
• 18:02
  talk
• 18:03
  about.
• 18:03
  And,
• 18:03
  and
• 18:03
  the
• 18:03
  commercial
• 18:04
  is
• 18:04
  almost
• 18:04
  like
• 18:04
  the,
• 18:05
  the
• 18:05
  last
• 18:05
  gas
• 18:06
  saloon
• 18:06
  when
• 18:07
  they
• 18:07
  think,
• 18:07
  oh
• 18:07
  right,
• 18:07
  we've
• 18:07
  got
• 18:07
  everything
• 18:08
  ready.
• 18:08
  So
• 18:09
  it's
• 18:09
  obviously
• 18:10
  a
• 18:10
  milestone
• 18:11
  when
• 18:11
  you
• 18:11
  get
• 18:11
  all
• 18:11
  your
• 18:11
  regulatory
• 18:12
  approval,
• 18:12
  whether
• 18:12
  that's
• 18:12
  in
• 18:13
  Europe,
• 18:13
  the
• 18:13
  uk,
• 18:14
  America,
• 18:15
  wherever
• 18:15
  else
• 18:15
  it
• 18:15
  may
• 18:16
  be.
• 18:16
  But
• 18:17
  is
• 18:17
  that
• 18:17
  commercially?
• 18:19
  A
• 18:19
  turning
• 18:20
  point
• 18:20
  or
• 18:21
  is
• 18:21
  it
• 18:21
  just
• 18:21
  permission
• 18:22
  to
• 18:22
  start
• 18:22
  the
• 18:23
  real
• 18:23
  work,
• 18:23
  which
• 18:23
  should
• 18:23
  have
• 18:23
  actually
• 18:24
  started
• 18:24
  before
• 18:25
  you
• 18:25
  got
• 18:25
  the
• 18:25
  regulatory
• 18:25
  approval.
• 18:27
  I
• 18:27
  think
• 18:28
  it's
• 18:28
  permission
• 18:28
  to
• 18:28
  begin,
• 18:29
  and
• 18:29
  it's
• 18:30
  not
• 18:30
  a
• 18:30
  differentiator.
• 18:31
  It
• 18:32
  is
• 18:32
  a
• 18:32
  validator.
• 18:33
  Yes,
• 18:34
  I,
• 18:34
  if
• 18:34
  you
• 18:34
  are
• 18:34
  going
• 18:35
  into
• 18:35
  tickle
• 18:35
  market,
• 18:38
  you,
• 18:38
  you've
• 18:39
  gotta
• 18:39
  have
• 18:40
  that
• 18:40
  benchmark
• 18:41
  because
• 18:41
  your
• 18:41
  competitors
• 18:42
  are
• 18:42
  gonna
• 18:42
  have
• 18:42
  the
• 18:42
  benchmark.
• 18:43
  So
• 18:43
  without
• 18:43
  that,
• 18:44
  you
• 18:44
  are
• 18:44
  already
• 18:45
  at
• 18:45
  a
• 18:45
  disadvantage,
• 18:47
  however.
• 18:49
  Permission
• 18:50
  to
• 18:50
  begin
• 18:52
  is
• 18:52
  different
• 18:52
  to
• 18:53
  validation.
• 18:54
  The
• 18:55
  market
• 18:55
  then
• 18:55
  has
• 18:56
  to
• 18:56
  validate
• 18:57
  commercially
• 18:58
  what
• 18:59
  you
• 18:59
  now
• 18:59
  have.
• 19:00
  Technically,
• 19:01
  you've
• 19:01
  got
• 19:01
  the
• 19:01
  technical
• 19:02
  tick
• 19:02
  in
• 19:02
  the
• 19:02
  box.
• 19:04
  If
• 19:04
  we,
• 19:04
  again,
• 19:04
  look
• 19:04
  at
• 19:05
  stakeholder
• 19:05
  management
• 19:06
  and
• 19:06
  that
• 19:06
  kind
• 19:07
  of
• 19:07
  thing,
• 19:07
  that
• 19:08
  gives
• 19:08
  the
• 19:09
  regulatory
• 19:09
  person
• 19:10
  within,
• 19:10
  within
• 19:10
  the
• 19:10
  hospital
• 19:11
  the
• 19:11
  person.
• 19:12
  Responsible
• 19:13
  for,
• 19:13
  for
• 19:14
  ensuring
• 19:14
  that
• 19:14
  product
• 19:15
  does
• 19:15
  what
• 19:15
  it
• 19:15
  says
• 19:15
  on
• 19:15
  the
• 19:16
  tin.
• 19:16
  That
• 19:16
  just
• 19:17
  gives
• 19:17
  them
• 19:17
  a
• 19:17
  tick
• 19:17
  in
• 19:17
  their
• 19:17
  box.
• 19:19
  We
• 19:19
  then
• 19:20
  have
• 19:20
  to
• 19:20
  look
• 19:20
  at
• 19:20
  the
• 19:20
  wider
• 19:20
  commercial
• 19:21
  aspects
• 19:21
  of
• 19:21
  it,
• 19:22
  and
• 19:22
  like
• 19:22
  I
• 19:22
  said,
• 19:23
  how
• 19:23
  do
• 19:23
  we,
• 19:23
  how
• 19:23
  do
• 19:24
  we
• 19:24
  validate
• 19:24
  it
• 19:24
  commercially?
• 19:27
  And
• 19:27
  that's
• 19:27
  gonna
• 19:27
  be
• 19:27
  different
• 19:28
  for
• 19:28
  each
• 19:28
  hospital.
• 19:29
  I,
• 19:29
  I
• 19:29
  was
• 19:30
  just
• 19:30
  gonna
• 19:30
  say,
• 19:30
  just
• 19:30
  to
• 19:30
  extend
• 19:31
  that
• 19:31
  out
• 19:31
  a
• 19:31
  bit,
• 19:31
  because
• 19:32
  obviously
• 19:32
  you've
• 19:32
  got
• 19:32
  regulatory
• 19:33
  on,
• 19:33
  on
• 19:33
  one
• 19:33
  side
• 19:33
  and
• 19:34
  all
• 19:34
  the
• 19:34
  other
• 19:34
  bits,
• 19:35
  and
• 19:35
  then
• 19:35
  you've
• 19:35
  got
• 19:36
  the
• 19:36
  commercial
• 19:36
  validation
• 19:37
  you've
• 19:37
  just
• 19:37
  been
• 19:37
  talking
• 19:38
  about,
• 19:38
  but
• 19:38
  then
• 19:39
  you've
• 19:39
  got
• 19:39
  in
• 19:39
  between
• 19:39
  that
• 19:40
  you've
• 19:40
  got
• 19:40
  some
• 19:40
  like
• 19:40
  clinical
• 19:40
  validation,
• 19:41
  which
• 19:41
  is
• 19:41
  kind
• 19:42
  of
• 19:42
  a
• 19:42
  different
• 19:42
  way
• 19:42
  of
• 19:43
  saying
• 19:43
  Yeah.
• 19:44
  The
• 19:44
  clinicians
• 19:44
  love
• 19:44
  it.
• 19:45
  So
• 19:45
  what's
• 19:45
  the
• 19:45
  difference
• 19:46
  between,
• 19:47
  in
• 19:47
  your
• 19:47
  view,
• 19:48
  between
• 19:48
  clinical
• 19:49
  validation
• 19:50
  and
• 19:50
  then
• 19:50
  commercial
• 19:51
  validation?
• 19:53
  I
• 19:53
  think
• 19:53
  you
• 19:53
  have
• 19:54
  to
• 19:54
  have
• 19:54
  a
• 19:54
  Venn
• 19:54
  diagram
• 19:55
  and
• 19:55
  the
• 19:55
  bit
• 19:55
  in
• 19:55
  the
• 19:56
  middle
• 19:56
  if
• 19:57
  we
• 19:57
  do
• 19:57
  the,
• 19:57
  the
• 19:58
  commercial
• 19:59
  clinical
• 20:00
  validation.
• 20:01
  Let's
• 20:01
  say
• 20:02
  it
• 20:02
  increases
• 20:03
  the
• 20:03
  time
• 20:03
  of
• 20:03
  an
• 20:03
  op,
• 20:03
  it,
• 20:03
  it
• 20:04
  decreases
• 20:04
  the
• 20:04
  time
• 20:04
  of
• 20:04
  an
• 20:04
  operation
• 20:05
  so
• 20:06
  we
• 20:06
  can
• 20:06
  do
• 20:06
  more
• 20:07
  operations
• 20:07
  per
• 20:07
  day.
• 20:08
  Therefore,
• 20:09
  our
• 20:09
  eight
• 20:09
  hour
• 20:10
  window,
• 20:10
  instead
• 20:11
  of
• 20:11
  doing
• 20:11
  eight
• 20:11
  operations
• 20:12
  now
• 20:12
  becomes
• 20:13
  10
• 20:13
  operations.
• 20:14
  We
• 20:14
  get
• 20:14
  an
• 20:14
  increase
• 20:14
  in
• 20:14
  productivity.
• 20:16
  We
• 20:16
  then
• 20:16
  get
• 20:16
  a
• 20:16
  throughput
• 20:17
  of
• 20:17
  patients.
• 20:19
  In
• 20:19
  the
• 20:19
  commercial
• 20:20
  sense,
• 20:21
  if
• 20:21
  we
• 20:21
  look
• 20:21
  at
• 20:21
  it
• 20:21
  from
• 20:22
  a
• 20:22
  hospital
• 20:22
  perspective,
• 20:24
  our
• 20:25
  waitin
• 20:25
  times
• 20:26
  are
• 20:26
  going
• 20:26
  down.
• 20:26
  Our
• 20:27
  numbers
• 20:27
  are
• 20:27
  going
• 20:28
  down.
• 20:28
  That
• 20:29
  means.
• 20:30
  From
• 20:31
  a
• 20:31
  hospital
• 20:31
  point
• 20:31
  of
• 20:31
  view,
• 20:32
  commercially
• 20:32
  we
• 20:33
  are
• 20:33
  being
• 20:33
  more,
• 20:33
  more
• 20:34
  effective,
• 20:34
  more
• 20:34
  productive.
• 20:35
  We,
• 20:35
  we
• 20:36
  are,
• 20:36
  we
• 20:36
  are
• 20:36
  doing
• 20:36
  more
• 20:36
  with
• 20:37
  the
• 20:37
  same
• 20:37
  resource
• 20:37
  in
• 20:38
  essence.
• 20:39
  So
• 20:40
  what
• 20:40
  does
• 20:40
  that
• 20:40
  look
• 20:40
  like
• 20:40
  for,
• 20:41
  for
• 20:41
  the
• 20:41
  selling
• 20:42
  organization?
• 20:43
  For
• 20:43
  the
• 20:43
  company
• 20:43
  selling
• 20:43
  the
• 20:43
  product?
• 20:44
  Yeah.
• 20:44
  If
• 20:44
  we
• 20:45
  can
• 20:45
  prove
• 20:46
  benefits.
• 20:47
  So
• 20:48
  price
• 20:48
  is
• 20:48
  X
• 20:49
  plus,
• 20:49
  however.
• 20:51
  The
• 20:51
  multiplier
• 20:52
  is
• 20:53
  x
• 20:53
  plus
• 20:53
  plus.
• 20:54
  So
• 20:55
  we
• 20:55
  get
• 20:55
  into
• 20:56
  that
• 20:56
  cost
• 20:56
  versus
• 20:57
  value
• 20:57
  discussion
• 20:58
  then
• 20:58
  around,
• 20:59
  is
• 21:00
  10
• 21:00
  pence
• 21:00
  more
• 21:00
  expensive?
• 21:01
  Yeah.
• 21:02
  But
• 21:02
  it's
• 21:03
  three
• 21:03
  times
• 21:03
  multiplier
• 21:04
  on
• 21:04
  it.
• 21:04
  So,
• 21:05
  so
• 21:05
  we
• 21:06
  look
• 21:06
  at
• 21:06
  the
• 21:06
  holistic,
• 21:07
  what
• 21:07
  is
• 21:08
  this
• 21:08
  costing
• 21:09
  versus
• 21:10
  what
• 21:10
  is
• 21:10
  the
• 21:10
  price?
• 21:11
  Yeah.
• 21:12
  No,
• 21:12
  and
• 21:13
  I,
• 21:13
  I,
• 21:13
  I,
• 21:14
  I
• 21:14
  think
• 21:14
  we've
• 21:14
  had
• 21:14
  this
• 21:15
  discussion
• 21:15
  before,
• 21:15
  and
• 21:16
  I,
• 21:16
  I
• 21:16
  know
• 21:16
  I've
• 21:16
  had
• 21:16
  a
• 21:16
  discussion.
• 21:17
  It's
• 21:17
  about
• 21:17
  it's
• 21:17
  about
• 21:17
  value
• 21:18
  versus
• 21:18
  price,
• 21:18
  isn't
• 21:19
  it?
• 21:19
  I
• 21:19
  think.
• 21:20
  Once
• 21:21
  you
• 21:21
  are
• 21:21
  getting
• 21:22
  into
• 21:22
  a
• 21:22
  price
• 21:23
  conversation,
• 21:24
  in
• 21:24
  my
• 21:24
  mind
• 21:25
  it's
• 21:25
  because
• 21:25
  you
• 21:26
  have
• 21:26
  not
• 21:26
  demonstrated
• 21:27
  the
• 21:27
  value
• 21:28
  to
• 21:28
  that
• 21:29
  person,
• 21:29
  to
• 21:29
  that
• 21:29
  customer,
• 21:30
  to
• 21:30
  the
• 21:30
  person
• 21:30
  who's
• 21:30
  gonna
• 21:30
  buy
• 21:31
  the
• 21:31
  product.
• 21:31
  Because
• 21:32
  once
• 21:32
  you've
• 21:33
  validated
• 21:34
  it
• 21:34
  and
• 21:34
  commercially
• 21:35
  validated
• 21:35
  it,
• 21:35
  you've
• 21:35
  just
• 21:35
  articulated
• 21:36
  there
• 21:37
  and
• 21:37
  they
• 21:37
  see
• 21:37
  the
• 21:38
  value
• 21:38
  that
• 21:38
  they're
• 21:38
  getting.
• 21:40
  There's
• 21:40
  less.
• 21:41
  Pushback
• 21:42
  around
• 21:42
  price
• 21:43
  and
• 21:43
  it
• 21:43
  stops
• 21:43
  becoming
• 21:44
  a,
• 21:44
  oh
• 21:44
  well
• 21:44
  that's
• 21:45
  15
• 21:45
  pounds
• 21:46
  and
• 21:46
  what
• 21:46
  I'm
• 21:46
  currently
• 21:46
  using
• 21:47
  is
• 21:47
  10
• 21:47
  pounds.
• 21:48
  Because
• 21:48
  actually
• 21:48
  they're
• 21:48
  looking,
• 21:49
  as
• 21:49
  you
• 21:49
  said,
• 21:49
  the
• 21:50
  free,
• 21:50
  free
• 21:50
  times
• 21:51
  plus
• 21:51
  plus.
• 21:52
  I'm
• 21:52
  thinking,
• 21:52
  well,
• 21:52
  I
• 21:53
  want,
• 21:53
  I
• 21:53
  want
• 21:53
  that.
• 21:54
  Yeah.
• 21:54
  So
• 21:54
  then
• 21:55
  the,
• 21:55
  the,
• 21:55
  the
• 21:55
  conversation
• 21:56
  about
• 21:56
  price
• 21:56
  is
• 21:57
  a
• 21:57
  much
• 21:57
  easier
• 21:57
  one
• 21:57
  to
• 21:58
  have.
• 21:58
  And
• 21:58
  if
• 21:58
  you
• 21:58
  haven't
• 21:59
  validated
• 21:59
  it,
• 21:59
  then
• 22:00
  you're
• 22:00
  gonna
• 22:00
  be,
• 22:01
  you,
• 22:01
  you,
• 22:01
  you,
• 22:01
  you
• 22:02
  just
• 22:02
  on
• 22:02
  a
• 22:02
  sticky
• 22:02
  wicket.
• 22:03
  'cause
• 22:03
  everyone
• 22:03
  just
• 22:03
  keeps
• 22:03
  all
• 22:03
  about
• 22:04
  pound
• 22:04
  shilling
• 22:05
  in
• 22:05
  the
• 22:05
  pen.
• 22:06
  Absolutely.
• 22:06
  Which
• 22:07
  is
• 22:07
  foreign
• 22:07
  ways.
• 22:08
  An
• 22:08
  issue.
• 22:08
  So,
• 22:09
  so,
• 22:09
  and
• 22:10
  if
• 22:10
  you
• 22:10
  were
• 22:10
  to
• 22:10
  strip
• 22:11
  away
• 22:11
  the
• 22:12
  product
• 22:12
  or
• 22:12
  the
• 22:12
  service,
• 22:13
  you
• 22:13
  know,
• 22:13
  because
• 22:13
  we're
• 22:13
  talking
• 22:13
  about
• 22:13
  digital
• 22:14
  products
• 22:14
  as
• 22:14
  well.
• 22:15
  Completely.
• 22:16
  So,
• 22:16
  so
• 22:16
  move
• 22:17
  that
• 22:17
  to
• 22:17
  one
• 22:17
  side
• 22:18
  when
• 22:18
  you're
• 22:18
  looking
• 22:20
  at
• 22:20
  a
• 22:20
  business,
• 22:21
  and
• 22:21
  a
• 22:21
  MedTech
• 22:22
  business
• 22:22
  specifically,
• 22:22
  obviously
• 22:23
  to
• 22:23
  judge
• 22:24
  whether
• 22:24
  it
• 22:24
  can
• 22:24
  scale.
• 22:25
  What
• 22:25
  are
• 22:26
  the
• 22:26
  things
• 22:26
  that
• 22:26
  you
• 22:26
  look
• 22:26
  for?
• 22:27
  Is
• 22:27
  it,
• 22:27
  is
• 22:27
  it
• 22:27
  the
• 22:27
  narrative?
• 22:28
  Is
• 22:28
  it
• 22:28
  economics?
• 22:29
  Is
• 22:29
  it,
• 22:29
  you
• 22:29
  know,
• 22:29
  something
• 22:30
  completely
• 22:30
  different?
• 22:31
  What,
• 22:31
  what,
• 22:31
  what
• 22:31
  are
• 22:31
  the
• 22:32
  things
• 22:32
  that
• 22:32
  you
• 22:32
  look
• 22:32
  at
• 22:33
  the
• 22:33
  economic
• 22:33
  model
• 22:33
  first
• 22:34
  Is
• 22:35
  this,
• 22:35
  is
• 22:36
  this
• 22:36
  viable?
• 22:36
  Is
• 22:37
  this
• 22:37
  gonna
• 22:38
  be
• 22:38
  sustainable
• 22:38
  in
• 22:38
  the
• 22:38
  long
• 22:39
  term?
• 22:39
  Is
• 22:40
  the
• 22:40
  product
• 22:41
  going
• 22:41
  to
• 22:41
  do
• 22:41
  what
• 22:41
  we
• 22:41
  said
• 22:42
  both
• 22:42
  for
• 22:42
  us
• 22:43
  as
• 22:43
  the
• 22:43
  supplier
• 22:44
  and
• 22:45
  for
• 22:45
  the
• 22:45
  customer?
• 22:46
  The
• 22:46
  hospital,
• 22:46
  the,
• 22:47
  the
• 22:47
  clinical
• 22:47
  setting,
• 22:49
  buying
• 22:49
  route?
• 22:50
  Have
• 22:50
  we
• 22:50
  got
• 22:50
  a
• 22:51
  sustainable,
• 22:51
  robust
• 22:53
  procurement
• 22:53
  model?
• 22:54
  So
• 22:55
  is
• 22:55
  this
• 22:56
  a
• 22:56
  one-off
• 22:56
  purchase
• 22:57
  through
• 22:57
  extraordinary
• 22:58
  funds?
• 22:59
  Is
• 22:59
  it
• 22:59
  a
• 22:59
  capital
• 22:59
  expansion
• 23:00
  model?
• 23:00
  Is
• 23:01
  it
• 23:01
  an
• 23:01
  operational
• 23:01
  budget
• 23:02
  model?
• 23:02
  All
• 23:03
  of
• 23:03
  those
• 23:03
  will
• 23:03
  impinge
• 23:04
  upon
• 23:04
  what
• 23:04
  our
• 23:05
  decisions
• 23:05
  next
• 23:05
  look
• 23:06
  like.
• 23:07
  Margin
• 23:07
  resilience.
• 23:08
  Are
• 23:08
  we,
• 23:08
  where
• 23:08
  are
• 23:09
  we
• 23:09
  sourcing
• 23:09
  our,
• 23:09
  our
• 23:10
  products
• 23:10
  from?
• 23:11
  Do
• 23:12
  we
• 23:12
  have
• 23:12
  to
• 23:12
  hedge
• 23:12
  exchange
• 23:13
  rates,
• 23:13
  et
• 23:14
  cetera,
• 23:14
  et
• 23:14
  cetera.
• 23:15
  Is
• 23:15
  it,
• 23:16
  is
• 23:16
  it
• 23:16
  scarce
• 23:16
  resource?
• 23:17
  Is
• 23:17
  it
• 23:17
  gonna
• 23:17
  run
• 23:17
  out?
• 23:18
  Those
• 23:19
  kind
• 23:19
  of
• 23:19
  things.
• 23:19
  Sales
• 23:20
  cycle.
• 23:21
  How
• 23:21
  long
• 23:22
  is
• 23:22
  the
• 23:22
  sales
• 23:22
  cycle?
• 23:23
  How
• 23:23
  short
• 23:23
  is
• 23:23
  the
• 23:24
  sales
• 23:24
  cycle?
• 23:25
  How
• 23:27
  can
• 23:27
  we
• 23:27
  reproduce
• 23:27
  that
• 23:28
  model
• 23:28
  with
• 23:28
  the
• 23:29
  least
• 23:29
  amount
• 23:29
  of,
• 23:30
  of
• 23:30
  waste?
• 23:31
  I
• 23:31
  think
• 23:32
  that's
• 23:32
  probably
• 23:32
  it
• 23:32
  off
• 23:32
  the
• 23:32
  top
• 23:33
  of
• 23:33
  my
• 23:33
  head.
• 23:34
  Yeah.
• 23:34
  And,
• 23:34
  and,
• 23:34
  and,
• 23:35
  and,
• 23:35
  but
• 23:36
  that's
• 23:36
  a
• 23:36
  lot
• 23:36
  thing,
• 23:37
  isn't
• 23:37
  it?
• 23:37
  And,
• 23:37
  and
• 23:37
  this,
• 23:37
  this
• 23:38
  is
• 23:38
  our
• 23:38
  point
• 23:38
  of
• 23:38
  this
• 23:39
  conversation
• 23:40
  because
• 23:40
  I
• 23:40
  think
• 23:40
  when
• 23:40
  we
• 23:41
  talk
• 23:41
  about
• 23:41
  commercial
• 23:42
  to
• 23:42
  non-commercial
• 23:43
  people,
• 23:44
  and
• 23:44
  those
• 23:44
  clinicians
• 23:44
  aren't
• 23:45
  commercial
• 23:45
  people,
• 23:46
  and
• 23:46
  some
• 23:46
  of
• 23:46
  'em
• 23:47
  are,
• 23:47
  are,
• 23:47
  and
• 23:47
  some
• 23:47
  of
• 23:47
  'em
• 23:48
  become
• 23:48
  very
• 23:48
  good
• 23:48
  commercial
• 23:48
  people,
• 23:49
  but
• 23:49
  when
• 23:49
  they
• 23:50
  first
• 23:50
  go
• 23:50
  into
• 23:50
  it,
• 23:51
  they've
• 23:51
  got,
• 23:52
  they've
• 23:52
  got
• 23:52
  a
• 23:52
  product,
• 23:52
  they've
• 23:52
  got
• 23:52
  a
• 23:52
  clinical
• 23:53
  need,
• 23:53
  they
• 23:53
  produce
• 23:54
  a
• 23:54
  product.
• 23:54
  And
• 23:55
  when
• 23:55
  you
• 23:55
  start
• 23:55
  looking
• 23:55
  at
• 23:56
  economic
• 23:56
  model,
• 23:57
  that's
• 23:57
  a
• 23:57
  topic
• 23:57
  in
• 23:58
  itself.
• 23:58
  You
• 23:59
  know,
• 23:59
  procurement
• 23:59
  route
• 24:00
  to
• 24:00
  understand
• 24:01
  that
• 24:01
  another
• 24:01
  topic
• 24:02
  in
• 24:02
  itself,
• 24:02
  margin
• 24:03
  resilience.
• 24:03
  You
• 24:03
  have
• 24:04
  to
• 24:04
  understand
• 24:04
  what
• 24:04
  margin
• 24:05
  is.
• 24:05
  You
• 24:05
  have
• 24:05
  to
• 24:06
  what,
• 24:06
  what,
• 24:06
  what
• 24:06
  we
• 24:06
  mean
• 24:07
  by
• 24:07
  margin
• 24:07
  resilience
• 24:08
  and
• 24:08
  all
• 24:09
  the
• 24:09
  factors
• 24:10
  that
• 24:10
  affect
• 24:10
  those,
• 24:11
  that,
• 24:11
  that
• 24:11
  resilience
• 24:12
  and
• 24:12
  then
• 24:12
  the
• 24:12
  sales
• 24:13
  cycle,
• 24:13
  because
• 24:14
  often.
• 24:15
  You
• 24:15
  know,
• 24:15
  people
• 24:16
  either
• 24:16
  think
• 24:16
  the
• 24:16
  sales
• 24:16
  cycle's
• 24:17
  gonna
• 24:17
  be
• 24:17
  super
• 24:17
  short
• 24:17
  because
• 24:18
  someone
• 24:18
  said,
• 24:18
  oh,
• 24:18
  I
• 24:18
  like
• 24:18
  that
• 24:19
  be
• 24:19
  all
• 24:19
  right.
• 24:19
  Yeah,
• 24:19
  it'll
• 24:20
  take
• 24:20
  me,
• 24:20
  I'll
• 24:20
  go
• 24:21
  in,
• 24:21
  I'll
• 24:21
  present
• 24:21
  it,
• 24:21
  and
• 24:21
  then
• 24:21
  they'll
• 24:22
  buy
• 24:22
  it.
• 24:22
  Mm,
• 24:22
  no.
• 24:23
  'cause
• 24:23
  all
• 24:23
  those
• 24:23
  other
• 24:24
  things
• 24:24
  that
• 24:24
  you
• 24:24
  mentioned
• 24:24
  about
• 24:25
  procurement,
• 24:25
  pathways,
• 24:26
  et
• 24:26
  cetera,
• 24:27
  will
• 24:27
  affect
• 24:27
  that.
• 24:28
  And
• 24:28
  then
• 24:28
  other
• 24:28
  times
• 24:29
  people
• 24:29
  think
• 24:29
  it's
• 24:29
  gonna
• 24:30
  be
• 24:30
  super
• 24:30
  long
• 24:31
  and
• 24:31
  therefore
• 24:31
  going
• 24:32
  with
• 24:32
  the
• 24:32
  wrong
• 24:32
  messaging
• 24:32
  when
• 24:33
  actually
• 24:33
  it
• 24:33
  could
• 24:34
  be
• 24:34
  quite
• 24:34
  short.
• 24:34
  So
• 24:35
  there's
• 24:35
  lots
• 24:35
  of
• 24:36
  actual
• 24:36
  specific
• 24:37
  things
• 24:37
  that
• 24:37
  you
• 24:38
  need
• 24:38
  to
• 24:38
  know
• 24:38
  from
• 24:38
  a
• 24:38
  commercial
• 24:39
  point
• 24:39
  of
• 24:39
  view
• 24:40
  before
• 24:41
  you'll
• 24:41
  actually
• 24:41
  start
• 24:41
  to
• 24:42
  see
• 24:42
  some
• 24:42
  traction.
• 24:43
  Kick
• 24:43
  it
• 24:43
  off.
• 24:43
  Sorry.
• 24:43
  You
• 24:43
  Yeah,
• 24:44
  I
• 24:44
  can
• 24:44
  see
• 24:44
  you
• 24:44
  were
• 24:44
  gonna
• 24:44
  say
• 24:45
  something
• 24:45
  there.
• 24:46
  No
• 24:46
  I
• 24:47
  think
• 24:47
  it,
• 24:48
  it's,
• 24:50
  it's
• 24:50
  the
• 24:50
  inventor
• 24:51
  syndrome,
• 24:51
  what
• 24:51
  I
• 24:51
  call
• 24:52
  the
• 24:52
  inventor
• 24:52
  syndrome.
• 24:53
  I've
• 24:53
  made
• 24:53
  it
• 24:55
  so
• 24:55
  somebody
• 24:55
  will
• 24:55
  buy
• 24:56
  it
• 24:56
  because
• 24:56
  I
• 24:56
  think
• 24:57
  it's
• 24:57
  a
• 24:57
  good
• 24:57
  idea.
• 24:58
  Yeah.
• 24:58
  Yeah.
• 24:59
  Some
• 24:59
  somebody
• 24:59
  will
• 25:00
  buy
• 25:00
  it,
• 25:00
  somebody
• 25:00
  might
• 25:00
  buy
• 25:01
  it.
• 25:01
  However,
• 25:02
  what
• 25:03
  the
• 25:03
  inventor
• 25:05
  hasn't
• 25:06
  factored
• 25:07
  into
• 25:07
  the
• 25:07
  equation
• 25:08
  is
• 25:08
  that.
• 25:09
  The
• 25:09
  length
• 25:10
  of
• 25:10
  that
• 25:11
  sales
• 25:12
  cycle
• 25:13
  might
• 25:13
  not
• 25:13
  just
• 25:14
  be
• 25:14
  long
• 25:14
  in
• 25:14
  terms
• 25:15
  of
• 25:15
  time,
• 25:15
  but
• 25:15
  might
• 25:15
  be
• 25:16
  long
• 25:16
  in
• 25:16
  terms
• 25:17
  of
• 25:17
  people.
• 25:18
  So
• 25:19
  depending
• 25:19
  on
• 25:19
  the
• 25:19
  complexity
• 25:20
  of
• 25:20
  the
• 25:20
  product,
• 25:21
  depends
• 25:21
  on
• 25:21
  on
• 25:22
  how
• 25:22
  many
• 25:23
  people
• 25:23
  have
• 25:23
  to
• 25:24
  validate
• 25:24
  that
• 25:24
  that.
• 25:25
  Sales
• 25:26
  process
• 25:26
  in
• 25:27
  it
• 25:27
  might
• 25:27
  be,
• 25:27
  I
• 25:27
  dunno.
• 25:28
  We,
• 25:28
  we've
• 25:28
  got
• 25:28
  a,
• 25:29
  a
• 25:29
  wonderful
• 25:29
  piece
• 25:29
  of
• 25:30
  new,
• 25:30
  new
• 25:31
  machinery,
• 25:31
  new
• 25:32
  kit,
• 25:32
  new
• 25:32
  new
• 25:33
  technical
• 25:33
  kit
• 25:34
  that
• 25:34
  has
• 25:35
  to
• 25:35
  go
• 25:35
  through,
• 25:36
  through
• 25:36
  many,
• 25:37
  many
• 25:37
  stages
• 25:37
  of
• 25:37
  testing
• 25:38
  and
• 25:38
  validation
• 25:39
  before
• 25:39
  it'll
• 25:40
  even
• 25:40
  get
• 25:40
  into
• 25:40
  the
• 25:40
  hospital
• 25:41
  site,
• 25:42
  let
• 25:42
  alone
• 25:42
  be
• 25:42
  used
• 25:43
  on
• 25:43
  a
• 25:43
  patient.
• 25:44
  So
• 25:45
  all
• 25:45
  of
• 25:45
  those
• 25:45
  people
• 25:46
  have
• 25:46
  to
• 25:46
  tick
• 25:46
  the
• 25:46
  box
• 25:47
  before
• 25:48
  the,
• 25:48
  the,
• 25:49
  the
• 25:49
  check
• 25:49
  is
• 25:49
  actually
• 25:49
  signed.
• 25:51
  Yeah,
• 25:51
  no,
• 25:52
  I
• 25:52
  mean,
• 25:52
  it.
• 25:53
  It's
• 25:54
  not,
• 25:54
  it's
• 25:54
  not
• 25:54
  as
• 25:54
  easy
• 25:55
  as
• 25:55
  it
• 25:55
  seems,
• 25:56
  let's
• 25:57
  say.
• 25:57
  And,
• 25:58
  and
• 25:58
  then
• 25:58
  just,
• 25:58
  just
• 25:59
  bringing
• 25:59
  it
• 26:00
  in
• 26:00
  into
• 26:00
  like
• 26:01
  a
• 26:01
  closed
• 26:01
  loop.
• 26:01
  And
• 26:01
  then
• 26:02
  we're
• 26:02
  gonna
• 26:02
  go
• 26:02
  into,
• 26:02
  a
• 26:02
  couple
• 26:03
  of
• 26:03
  examples,
• 26:03
  which
• 26:04
  I
• 26:04
  think
• 26:04
  will
• 26:04
  then
• 26:04
  bring
• 26:04
  this
• 26:04
  to
• 26:05
  life.
• 26:05
  You
• 26:05
  know
• 26:06
  what,
• 26:06
  especially
• 26:07
  when
• 26:07
  you're
• 26:07
  looking
• 26:07
  into
• 26:07
  international,
• 26:08
  which
• 26:08
  is
• 26:08
  obviously
• 26:09
  my
• 26:09
  area,
• 26:09
  and
• 26:09
  we're
• 26:09
  just
• 26:10
  talking
• 26:10
  about
• 26:10
  to
• 26:11
  you
• 26:11
  about
• 26:11
  your,
• 26:11
  your
• 26:11
  new
• 26:11
  product
• 26:12
  where
• 26:12
  obviously
• 26:13
  you're
• 26:13
  now
• 26:13
  looking
• 26:13
  at
• 26:14
  different
• 26:14
  continents,
• 26:15
  even
• 26:15
  though
• 26:15
  you
• 26:15
  started
• 26:15
  in
• 26:15
  the
• 26:15
  uk,
• 26:16
  you
• 26:16
  know,
• 26:17
  and
• 26:17
  often,
• 26:18
  one
• 26:18
  of
• 26:18
  the
• 26:18
  quickest
• 26:18
  ways
• 26:18
  to
• 26:19
  do
• 26:19
  that,
• 26:19
  to
• 26:19
  go
• 26:19
  through
• 26:19
  distributors.
• 26:20
  Yeah.
• 26:21
  So.
• 26:22
  And,
• 26:23
  and
• 26:23
  this
• 26:23
  is
• 26:23
  a
• 26:23
  book
• 26:23
  Bear
• 26:23
  of
• 26:24
  Mine.
• 26:24
  'cause
• 26:24
  lots
• 26:24
  of
• 26:24
  people
• 26:25
  go
• 26:25
  to
• 26:25
  conferences.
• 26:26
  It's
• 26:26
  not
• 26:26
  for
• 26:26
  distributor
• 26:27
  without
• 26:27
  really
• 26:27
  knowing
• 26:28
  exactly
• 26:28
  what
• 26:28
  they're
• 26:28
  looking
• 26:29
  for.
• 26:29
  They
• 26:29
  get
• 26:29
  a
• 26:29
  distributor
• 26:30
  who's
• 26:30
  super
• 26:31
  positive.
• 26:31
  I'm
• 26:31
  gonna
• 26:32
  give
• 26:32
  you
• 26:32
  the
• 26:32
  world.
• 26:32
  I'll,
• 26:33
  I
• 26:33
  can
• 26:33
  sell
• 26:33
  loads
• 26:33
  of
• 26:34
  this.
• 26:34
  And
• 26:34
  they're
• 26:35
  really
• 26:36
  excited.
• 26:37
  And
• 26:37
  then
• 26:37
  six
• 26:38
  months
• 26:38
  later
• 26:38
  wants
• 26:38
  to
• 26:38
  come
• 26:39
  back.
• 26:39
  They're
• 26:39
  underperforming.
• 26:41
  Why
• 26:41
  do
• 26:41
  you
• 26:41
  think
• 26:41
  that,
• 26:42
  I
• 26:42
  suppose
• 26:42
  there's
• 26:42
  two
• 26:42
  questions
• 26:43
  there.
• 26:43
  Why
• 26:43
  do
• 26:43
  you
• 26:43
  think
• 26:44
  people
• 26:44
  still
• 26:45
  go
• 26:45
  to
• 26:45
  conferences
• 26:46
  without
• 26:46
  a
• 26:46
  plan
• 26:47
  of
• 26:47
  what
• 26:48
  they're
• 26:48
  looking
• 26:48
  for?
• 26:48
  And
• 26:48
  then
• 26:49
  two.
• 26:50
  What
• 26:50
  happens
• 26:50
  that
• 26:50
  then
• 26:51
  leads
• 26:51
  to
• 26:52
  the
• 26:52
  six
• 26:52
  months
• 26:53
  later,
• 26:53
  nothing
• 26:53
  actually
• 26:54
  happening.
• 26:54
  I
• 26:54
  think,
• 26:55
  let's
• 26:55
  answer
• 26:55
  the
• 26:55
  second
• 26:56
  one
• 26:56
  first.
• 26:56
  I
• 26:57
  think
• 26:57
  enthusiasm
• 26:58
  is
• 26:58
  free.
• 26:58
  So
• 26:59
  if
• 26:59
  I'm
• 26:59
  going
• 27:00
  to
• 27:00
  a
• 27:00
  conference,
• 27:00
  distributors
• 27:01
  at
• 27:01
  the
• 27:01
  same
• 27:01
  conference
• 27:02
  or
• 27:02
  an
• 27:02
  exhibition
• 27:03
  medic,
• 27:03
  anything
• 27:04
  like
• 27:04
  that,
• 27:05
  we
• 27:05
  are
• 27:05
  in
• 27:06
  the
• 27:06
  same
• 27:06
  hub.
• 27:07
  There's
• 27:07
  lots
• 27:07
  of
• 27:07
  enthusiasm
• 27:09
  that's
• 27:09
  free.
• 27:10
  However,
• 27:11
  when
• 27:12
  we
• 27:12
  move
• 27:12
  back
• 27:12
  to
• 27:13
  our
• 27:13
  day
• 27:13
  to
• 27:13
  day.
• 27:15
  We
• 27:15
  don't
• 27:15
  have
• 27:16
  the,
• 27:16
  the
• 27:16
  luxury
• 27:17
  of
• 27:17
  being
• 27:17
  in
• 27:17
  a
• 27:18
  mess.
• 27:18
  In
• 27:18
  Germany,
• 27:19
  what
• 27:19
  we
• 27:19
  have
• 27:20
  is
• 27:20
  conflicting.
• 27:21
  Conflicting
• 27:22
  tasks.
• 27:22
  Conflicting
• 27:23
  priorities.
• 27:25
  The
• 27:25
  distributor,
• 27:26
  maybe
• 27:27
  distributor
• 27:27
  for
• 27:27
  10,
• 27:28
  20,
• 27:28
  30
• 27:28
  organizations.
• 27:29
  Yeah,
• 27:30
  they
• 27:30
  have
• 27:30
  competing,
• 27:31
  competing
• 27:31
  demands.
• 27:33
  In
• 27:33
  terms
• 27:33
  of
• 27:33
  the
• 27:33
  question
• 27:34
  around
• 27:34
  planning,
• 27:35
  I
• 27:35
  think
• 27:35
  a
• 27:35
  lot
• 27:35
  of
• 27:35
  it
• 27:36
  is
• 27:36
  down
• 27:36
  to,
• 27:36
  genuinely
• 27:37
  down
• 27:37
  to
• 27:37
  ignorance,
• 27:38
  right?
• 27:39
  I'm
• 27:39
  going
• 27:40
  to,
• 27:40
  to
• 27:41
  this
• 27:41
  organization
• 27:42
  because
• 27:42
  they
• 27:43
  sell
• 27:43
  X
• 27:44
  or
• 27:44
  they're
• 27:44
  in
• 27:44
  Y
• 27:45
  field,
• 27:46
  they,
• 27:46
  they'll
• 27:46
  be
• 27:47
  able
• 27:47
  to
• 27:47
  sell
• 27:47
  my
• 27:47
  product.
• 27:48
  There's
• 27:49
  no
• 27:49
  due
• 27:49
  diligence.
• 27:50
  There's
• 27:50
  no
• 27:50
  research.
• 27:51
  You
• 27:51
  know,
• 27:52
  all
• 27:52
  the
• 27:52
  things
• 27:52
  that
• 27:52
  you
• 27:52
  do,
• 27:53
  people
• 27:54
  don't
• 27:54
  do.
• 27:54
  In
• 27:54
  my
• 27:54
  opinion,
• 27:55
  they,
• 27:56
  they
• 27:56
  don't.
• 27:57
  If
• 27:57
  you
• 27:57
  are
• 27:58
  buying
• 27:58
  a
• 27:58
  car,
• 27:59
  you
• 27:59
  wouldn't
• 27:59
  buy
• 27:59
  the
• 27:59
  first
• 27:59
  car
• 28:00
  that,
• 28:00
  that
• 28:00
  you
• 28:00
  saw,
• 28:00
  you,
• 28:01
  you'd,
• 28:01
  you'd
• 28:01
  investigate
• 28:02
  the
• 28:02
  engine
• 28:02
  size,
• 28:03
  the
• 28:03
  number
• 28:03
  of
• 28:03
  doors,
• 28:04
  the,
• 28:04
  the
• 28:04
  fuel
• 28:04
  type.
• 28:05
  Then
• 28:06
  you'd
• 28:06
  say,
• 28:06
  right,
• 28:06
  I've
• 28:07
  now
• 28:07
  got
• 28:07
  a
• 28:07
  short
• 28:07
  list
• 28:08
  from
• 28:08
  that
• 28:08
  short
• 28:09
  list.
• 28:10
  I
• 28:10
  want
• 28:10
  a
• 28:10
  three
• 28:10
  door
• 28:10
  car.
• 28:11
  Right.
• 28:11
  I've
• 28:11
  now
• 28:12
  got
• 28:12
  an
• 28:12
  even
• 28:12
  short
• 28:13
  list.
• 28:13
  Then
• 28:14
  you
• 28:14
  get
• 28:14
  to
• 28:15
  the
• 28:15
  car
• 28:15
  that
• 28:16
  meets
• 28:16
  your
• 28:16
  needs
• 28:17
  for
• 28:17
  that
• 28:17
  particular,
• 28:18
  particular,
• 28:19
  occasion.
• 28:21
  Distributors
• 28:21
  are
• 28:21
  not
• 28:22
  any
• 28:22
  different.
• 28:23
  Yeah.
• 28:23
  They,
• 28:24
  you
• 28:24
  could.
• 28:24
  You
• 28:25
  could
• 28:25
  go
• 28:25
  into,
• 28:26
  into
• 28:26
  a
• 28:26
  country
• 28:27
  and
• 28:27
  yep,
• 28:28
  this
• 28:28
  is
• 28:28
  the
• 28:28
  biggest,
• 28:29
  the
• 28:29
  biggest
• 28:29
  seller
• 28:30
  of
• 28:30
  X
• 28:30
  in
• 28:30
  this
• 28:30
  country.
• 28:31
  That
• 28:31
  doesn't
• 28:32
  mean
• 28:33
  they're
• 28:33
  the
• 28:33
  best
• 28:34
  distributor
• 28:34
  for
• 28:34
  you
• 28:35
  because
• 28:35
  they're,
• 28:36
  they
• 28:36
  have
• 28:36
  a
• 28:36
  wide,
• 28:36
  a
• 28:37
  wide
• 28:37
  brush.
• 28:37
  They're
• 28:37
  paint
• 28:38
  with
• 28:38
  a
• 28:38
  wide
• 28:38
  brush.
• 28:39
  It
• 28:39
  might
• 28:39
  be
• 28:39
  you
• 28:39
  go
• 28:39
  for
• 28:39
  the
• 28:39
  smallest
• 28:40
  organization
• 28:41
  in
• 28:41
  that
• 28:41
  country
• 28:41
  who
• 28:42
  have
• 28:42
  a
• 28:42
  very,
• 28:42
  very
• 28:43
  small
• 28:43
  brush.
• 28:43
  But
• 28:44
  that
• 28:44
  brush
• 28:44
  paints
• 28:45
  a
• 28:45
  lot
• 28:45
  of,
• 28:45
  a
• 28:45
  lot
• 28:45
  of
• 28:45
  pictures.
• 28:46
  So.
• 28:48
  That's
• 28:48
  it.
• 28:49
  It
• 28:49
  it's
• 28:49
  about
• 28:49
  due
• 28:50
  diligence.
• 28:50
  It's
• 28:50
  about
• 28:50
  understanding
• 28:52
  the,
• 28:53
  the
• 28:53
  distributor
• 28:55
  is
• 28:55
  the
• 28:55
  knowledge
• 28:55
  base
• 28:56
  within
• 28:56
  that
• 28:56
  country.
• 28:58
  You
• 28:59
  as
• 28:59
  the,
• 29:00
  the
• 29:00
  manufacturer,
• 29:01
  the
• 29:01
  inventor
• 29:02
  are
• 29:02
  the
• 29:02
  knowledge
• 29:03
  base
• 29:03
  on
• 29:03
  the
• 29:03
  product.
• 29:04
  There's
• 29:04
  gotta
• 29:04
  be,
• 29:05
  a
• 29:05
  gelling
• 29:05
  of,
• 29:06
  of
• 29:06
  the
• 29:06
  technical
• 29:07
  and
• 29:07
  the
• 29:08
  commercial.
• 29:10
  The
• 29:10
  chance
• 29:10
  of
• 29:10
  success,
• 29:11
  and
• 29:11
  you
• 29:11
  have
• 29:11
  to
• 29:11
  multiply
• 29:12
  that
• 29:12
  across
• 29:13
  continents,
• 29:14
  across
• 29:15
  countries,
• 29:15
  across
• 29:16
  whichever
• 29:16
  regions
• 29:17
  you
• 29:17
  are.
• 29:17
  You
• 29:17
  are
• 29:17
  trying
• 29:18
  to,
• 29:18
  to,
• 29:19
  access.
• 29:21
  I
• 29:21
  think
• 29:21
  that's
• 29:21
  very
• 29:22
  well
• 29:22
  put
• 29:22
  actually.
• 29:23
  I
• 29:23
  think
• 29:23
  that
• 29:23
  in
• 29:24
  terms
• 29:24
  of
• 29:24
  that
• 29:25
  gelling
• 29:26
  together
• 29:27
  and
• 29:27
  really
• 29:27
  understand,
• 29:28
  it's
• 29:28
  almost
• 29:29
  like
• 29:29
  bespoke,
• 29:29
  isn't
• 29:30
  it?
• 29:30
  Yeah.
• 29:30
  If
• 29:30
  you're
• 29:30
  getting
• 29:31
  the
• 29:31
  right
• 29:32
  distributor,
• 29:32
  right
• 29:32
  purposes.
• 29:33
  And
• 29:33
  they
• 29:33
  is,
• 29:33
  this
• 29:33
  is
• 29:34
  a
• 29:34
  challenge
• 29:34
  I
• 29:34
  have
• 29:34
  a
• 29:35
  lot
• 29:35
  with
• 29:35
  people.
• 29:35
  'cause
• 29:36
  you
• 29:36
  go
• 29:36
  into
• 29:36
  a
• 29:36
  market
• 29:37
  and
• 29:37
  people
• 29:37
  say,
• 29:37
  oh,
• 29:38
  I've
• 29:38
  got
• 29:38
  this
• 29:39
  distributor.
• 29:39
  He's
• 29:40
  massive.
• 29:40
  Hakeem,
• 29:41
  can
• 29:41
  you
• 29:41
  speak
• 29:41
  to
• 29:41
  them
• 29:41
  and
• 29:42
  see,
• 29:42
  and
• 29:42
  you're
• 29:42
  thinking
• 29:43
  they
• 29:43
  might
• 29:44
  be
• 29:44
  right,
• 29:44
  but
• 29:44
  just
• 29:45
  because
• 29:45
  they're
• 29:45
  massive.
• 29:46
  Doesn't
• 29:46
  mean
• 29:47
  that
• 29:47
  they're
• 29:47
  gonna
• 29:47
  be
• 29:47
  the
• 29:47
  best
• 29:48
  distributors.
• 29:48
  I've
• 29:48
  had
• 29:48
  distributors,
• 29:49
  which
• 29:49
  are
• 29:49
  like
• 29:49
  two
• 29:49
  men,
• 29:50
  men,
• 29:50
  two
• 29:51
  men
• 29:51
  bands.
• 29:52
  And
• 29:52
  they
• 29:53
  become
• 29:53
  the
• 29:53
  biggest
• 29:53
  distributor
• 29:54
  across
• 29:55
  that
• 29:55
  portfolio.
• 29:56
  But
• 29:56
  by
• 29:56
  the
• 29:56
  same
• 29:56
  token,
• 29:57
  have
• 29:57
  had
• 29:57
  distributors
• 29:58
  who
• 29:58
  are
• 29:58
  multi-billion
• 29:59
  dollar
• 30:00
  companies
• 30:00
  and
• 30:00
  they're
• 30:00
  also
• 30:01
  great.
• 30:01
  It
• 30:01
  just
• 30:01
  depends
• 30:02
  on
• 30:02
  the
• 30:02
  market,
• 30:03
  which
• 30:03
  is
• 30:03
  what
• 30:03
  you
• 30:03
  said,
• 30:04
  and
• 30:04
  also
• 30:05
  what
• 30:05
  is
• 30:05
  it
• 30:05
  you
• 30:05
  want,
• 30:05
  as
• 30:06
  you
• 30:06
  said,
• 30:07
  do
• 30:07
  you
• 30:07
  need
• 30:07
  a
• 30:07
  car
• 30:08
  just
• 30:08
  to
• 30:08
  drive
• 30:08
  around
• 30:09
  and
• 30:09
  drop
• 30:09
  your
• 30:09
  kids
• 30:10
  off,
• 30:10
  or
• 30:10
  do
• 30:10
  you
• 30:10
  need
• 30:10
  a
• 30:10
  car
• 30:11
  because
• 30:11
  you
• 30:11
  drive
• 30:12
  to
• 30:12
  France
• 30:13
  every
• 30:13
  year
• 30:14
  and
• 30:14
  you
• 30:14
  need
• 30:14
  to,
• 30:14
  yeah.
• 30:15
  Et
• 30:15
  cetera,
• 30:15
  et
• 30:15
  cetera.
• 30:16
  You
• 30:16
  need
• 30:16
  two
• 30:16
  different
• 30:17
  types
• 30:17
  of
• 30:17
  cars,
• 30:18
  so
• 30:18
  you
• 30:18
  have
• 30:18
  to
• 30:18
  understand.
• 30:20
  You
• 30:20
  need.
• 30:20
  So,
• 30:21
  so
• 30:21
  from
• 30:21
  your
• 30:21
  point
• 30:21
  of
• 30:21
  view,
• 30:22
  if
• 30:22
  you
• 30:22
  were
• 30:22
  given
• 30:22
  advice
• 30:22
  to
• 30:23
  one
• 30:23
  piece
• 30:23
  of
• 30:23
  advice
• 30:24
  on
• 30:24
  distributor
• 30:25
  selection,
• 30:26
  and,
• 30:26
  and
• 30:26
  finding.
• 30:28
  So
• 30:28
  the
• 30:28
  listeners,
• 30:28
  what
• 30:29
  would
• 30:29
  it
• 30:29
  be?
• 30:29
  What,
• 30:29
  what
• 30:29
  would
• 30:29
  your
• 30:30
  abiding
• 30:32
  opinion
• 30:32
  be?
• 30:32
  Do
• 30:32
  your
• 30:33
  due
• 30:33
  diligence,
• 30:35
  speak
• 30:35
  to
• 30:36
  people
• 30:36
  like
• 30:36
  chambers
• 30:37
  of
• 30:37
  commerce,
• 30:38
  like
• 30:38
  embassies,
• 30:38
  those
• 30:39
  kind
• 30:39
  of
• 30:39
  things.
• 30:40
  They
• 30:40
  become
• 30:40
  your
• 30:40
  conduit
• 30:41
  into
• 30:41
  the
• 30:41
  marketplace.
• 30:43
  They
• 30:44
  can
• 30:44
  guide
• 30:45
  you.
• 30:45
  They
• 30:45
  can,
• 30:45
  they
• 30:45
  can
• 30:46
  point
• 30:46
  you
• 30:46
  in
• 30:46
  the
• 30:46
  right
• 30:46
  direction.
• 30:47
  But
• 30:48
  as
• 30:48
  you
• 30:48
  said,
• 30:48
  just
• 30:48
  because
• 30:49
  it's
• 30:49
  the
• 30:49
  biggest
• 30:49
  doesn't
• 30:50
  mean
• 30:50
  it's
• 30:50
  the
• 30:50
  best.
• 30:50
  It's
• 30:51
  about
• 30:51
  fit
• 30:51
  for
• 30:52
  me.
• 30:52
  It's
• 30:52
  all
• 30:52
  about
• 30:53
  what's
• 30:53
  the
• 30:53
  fit,
• 30:53
  what's
• 30:54
  the
• 30:54
  strategic
• 30:54
  fit.
• 30:55
  Yeah,
• 30:56
  I
• 30:56
  think
• 30:56
  that's,
• 30:56
  that's,
• 30:57
  that's
• 30:57
  critical.
• 30:58
  So
• 30:58
  I
• 30:58
  think
• 30:58
  that's
• 30:58
  a
• 30:58
  perfect
• 30:59
  point
• 30:59
  on
• 30:59
  which
• 31:00
  to
• 31:00
  get
• 31:00
  into,
• 31:00
  a,
• 31:00
  a
• 31:01
  case
• 31:01
  study
• 31:01
  because,
• 31:01
  which
• 31:02
  I
• 31:02
  like
• 31:02
  to
• 31:02
  do
• 31:02
  'cause
• 31:02
  it
• 31:02
  just
• 31:02
  brings
• 31:03
  it
• 31:03
  all
• 31:03
  together.
• 31:03
  So
• 31:03
  without
• 31:04
  names,
• 31:04
  I
• 31:04
  always
• 31:05
  say
• 31:05
  to
• 31:05
  people,
• 31:05
  'cause
• 31:05
  I
• 31:05
  don't
• 31:05
  wanna
• 31:06
  get
• 31:06
  sued.
• 31:06
  Can
• 31:07
  you,
• 31:07
  can
• 31:07
  you
• 31:07
  sort,
• 31:07
  like,
• 31:08
  share
• 31:08
  a
• 31:08
  real
• 31:08
  world
• 31:08
  example
• 31:09
  of
• 31:09
  maybe
• 31:10
  a
• 31:10
  technically
• 31:10
  strong.
• 31:11
  MedTech
• 31:12
  business
• 31:12
  that
• 31:12
  you
• 31:12
  worked
• 31:13
  with
• 31:13
  that
• 31:14
  Struggl
• 31:14
  struggled
• 31:14
  commercially.
• 31:15
  Give
• 31:15
  it
• 31:15
  a
• 31:15
  bit
• 31:16
  of
• 31:16
  the
• 31:16
  context
• 31:16
  and,
• 31:17
  you
• 31:17
  know,
• 31:17
  what,
• 31:18
  what
• 31:18
  people
• 31:18
  believed
• 31:19
  the
• 31:19
  problem
• 31:19
  was
• 31:19
  and
• 31:19
  what
• 31:19
  the
• 31:19
  actual
• 31:20
  problem
• 31:20
  actually
• 31:20
  was,
• 31:20
  and
• 31:21
  how
• 31:21
  you,
• 31:21
  you,
• 31:21
  you
• 31:22
  unpicked
• 31:22
  it.
• 31:23
  Yeah.
• 31:23
  I,
• 31:24
  I
• 31:24
  think
• 31:24
  I,
• 31:24
  I've
• 31:25
  worked
• 31:25
  with,
• 31:26
  I've
• 31:26
  worked
• 31:26
  with
• 31:26
  mainstream
• 31:26
  businesses.
• 31:27
  I've
• 31:27
  worked
• 31:27
  with
• 31:27
  niche
• 31:28
  businesses.
• 31:29
  One
• 31:29
  example
• 31:30
  is
• 31:30
  a
• 31:30
  niche
• 31:30
  business
• 31:31
  whereby
• 31:32
  they,
• 31:33
  they
• 31:33
  started
• 31:33
  to
• 31:34
  lose
• 31:34
  traction.
• 31:34
  They
• 31:35
  started
• 31:35
  to
• 31:35
  lose
• 31:35
  visibility.
• 31:37
  Why?
• 31:37
  When
• 31:38
  I
• 31:38
  asked,
• 31:38
  they
• 31:38
  didn't
• 31:39
  know.
• 31:39
  They
• 31:39
  didn't
• 31:40
  know.
• 31:40
  And
• 31:40
  I
• 31:40
  think
• 31:40
  that
• 31:41
  was
• 31:41
  the
• 31:41
  problem.
• 31:42
  It
• 31:42
  was,
• 31:44
  we
• 31:44
  think
• 31:44
  we
• 31:44
  should
• 31:44
  be
• 31:44
  doing
• 31:45
  this,
• 31:45
  but
• 31:45
  we
• 31:45
  are
• 31:45
  not
• 31:45
  sure.
• 31:46
  So
• 31:47
  in
• 31:47
  terms
• 31:47
  of
• 31:47
  strategic
• 31:48
  direction,
• 31:49
  the,
• 31:49
  the
• 31:49
  str
• 31:50
  the
• 31:50
  strategy
• 31:50
  wasn't
• 31:51
  strong.
• 31:52
  The
• 31:52
  strategy
• 31:52
  wasn't
• 31:52
  researched
• 31:53
  well.
• 31:54
  So
• 31:55
  it
• 31:55
  became,
• 31:56
  a
• 31:56
  house
• 31:57
  built
• 31:57
  on
• 31:57
  sand
• 31:57
  rather
• 31:57
  than
• 31:58
  a
• 31:58
  house
• 31:58
  built
• 31:58
  on,
• 31:59
  on,
• 31:59
  on,
• 32:00
  on
• 32:00
  stone.
• 32:01
  So
• 32:01
  that
• 32:01
  was,
• 32:01
  that
• 32:02
  was
• 32:02
  the
• 32:02
  starting
• 32:03
  point,
• 32:03
  and
• 32:03
  I
• 32:03
  think
• 32:04
  where
• 32:04
  that
• 32:05
  led
• 32:05
  to.
• 32:06
  Was
• 32:07
  a
• 32:07
  level
• 32:07
  of,
• 32:08
  again,
• 32:08
  genuine
• 32:09
  ignorance
• 32:10
  around
• 32:12
  is
• 32:12
  this
• 32:12
  a
• 32:13
  value
• 32:13
  added
• 32:13
  product
• 32:14
  or
• 32:14
  is
• 32:14
  this
• 32:14
  a
• 32:15
  commoditized
• 32:15
  item?
• 32:16
  And
• 32:17
  what
• 32:17
  was
• 32:17
  a
• 32:18
  value
• 32:18
  added
• 32:18
  item
• 32:19
  very
• 32:20
  quickly
• 32:20
  turned
• 32:21
  into
• 32:21
  a
• 32:21
  commoditized
• 32:22
  item.
• 32:22
  By
• 32:23
  default,
• 32:25
  any
• 32:25
  of
• 32:25
  the
• 32:25
  premiums
• 32:26
  based
• 32:26
  around
• 32:26
  the
• 32:26
  value.
• 32:28
  Then
• 32:28
  became
• 32:28
  extinguished.
• 32:29
  Where
• 32:29
  does
• 32:29
  that
• 32:30
  take
• 32:30
  you?
• 32:30
  That
• 32:31
  takes
• 32:31
  you
• 32:31
  then
• 32:32
  to
• 32:32
  markets
• 32:33
  and
• 32:33
  positioning?
• 32:34
  The,
• 32:35
  there
• 32:35
  was
• 32:35
  a
• 32:35
  move
• 32:36
  from
• 32:36
  system
• 32:37
  leadership
• 32:38
  to
• 32:40
  being
• 32:40
  a,
• 32:42
  a
• 32:42
  lone
• 32:43
  voice,
• 32:43
  shall
• 32:43
  we
• 32:43
  say.
• 32:44
  So,
• 32:44
  so
• 32:45
  instead
• 32:45
  of
• 32:45
  being
• 32:46
  proactive
• 32:47
  and
• 32:47
  being
• 32:47
  able
• 32:48
  to,
• 32:49
  to
• 32:50
  advise.
• 32:51
  Consult,
• 32:53
  drive
• 32:53
  the
• 32:54
  market.
• 32:54
  It
• 32:54
  became
• 32:55
  almost
• 32:55
  a
• 32:55
  me
• 32:55
  too,
• 32:56
  where
• 32:56
  it
• 32:56
  was,
• 32:57
  yeah,
• 32:57
  okay,
• 32:58
  this
• 32:59
  is
• 32:59
  the
• 32:59
  way
• 32:59
  the
• 32:59
  market's
• 33:00
  going.
• 33:00
  We'll
• 33:00
  follow
• 33:01
  it
• 33:01
  rather
• 33:01
  than
• 33:02
  we
• 33:02
  think
• 33:02
  the
• 33:02
  market
• 33:03
  should
• 33:03
  be
• 33:03
  going
• 33:03
  this
• 33:03
  way,
• 33:04
  let's
• 33:04
  lead
• 33:04
  in
• 33:04
  this
• 33:05
  direction.
• 33:06
  It's
• 33:07
  easier
• 33:07
  to
• 33:07
  lead
• 33:07
  from
• 33:08
  the
• 33:08
  front
• 33:08
  than
• 33:08
  it
• 33:09
  is
• 33:09
  to
• 33:09
  try
• 33:09
  and
• 33:09
  try
• 33:10
  and
• 33:11
  catch
• 33:11
  up
• 33:12
  from
• 33:12
  the
• 33:12
  back.
• 33:13
  So
• 33:14
  where,
• 33:14
  where
• 33:14
  did
• 33:14
  that
• 33:15
  go
• 33:15
  then?
• 33:16
  It
• 33:16
  led
• 33:16
  to
• 33:17
  loss
• 33:17
  in
• 33:17
  sales,
• 33:17
  as
• 33:18
  you
• 33:18
  would
• 33:18
  expect.
• 33:18
  It
• 33:19
  led
• 33:19
  to
• 33:19
  reduced
• 33:19
  visibility.
• 33:20
  Now,
• 33:20
  which
• 33:21
  of
• 33:21
  those
• 33:21
  came
• 33:21
  first?
• 33:22
  I
• 33:22
  don't
• 33:22
  know.
• 33:23
  I
• 33:23
  don't
• 33:23
  know.
• 33:24
  I
• 33:24
  would
• 33:24
  say
• 33:25
  they
• 33:25
  came
• 33:25
  in
• 33:25
  tandem
• 33:25
  to
• 33:25
  be
• 33:26
  totally
• 33:26
  honest.
• 33:27
  As,
• 33:27
  as
• 33:27
  availability.
• 33:28
  Visibility
• 33:29
  was,
• 33:29
  was
• 33:29
  decreasing,
• 33:31
  sales
• 33:31
  were
• 33:31
  dropping
• 33:31
  off
• 33:32
  and
• 33:32
  the
• 33:32
  sales
• 33:32
  were
• 33:33
  dropping
• 33:33
  off,
• 33:34
  less
• 33:34
  and
• 33:34
  less
• 33:34
  resources
• 33:35
  being
• 33:35
  pushed
• 33:35
  in,
• 33:35
  into
• 33:36
  the,
• 33:36
  the
• 33:37
  products,
• 33:38
  and
• 33:38
  it
• 33:38
  became
• 33:38
  this
• 33:38
  sort
• 33:39
  of
• 33:39
  spiral
• 33:40
  of,
• 33:40
  of
• 33:41
  descent.
• 33:42
  How
• 33:42
  would
• 33:42
  we
• 33:42
  overcome
• 33:42
  it?
• 33:43
  We
• 33:43
  overcame
• 33:44
  it
• 33:45
  by
• 33:47
  reinvention
• 33:48
  in
• 33:48
  the
• 33:48
  true
• 33:48
  sense
• 33:49
  of
• 33:49
  the
• 33:49
  word
• 33:50
  reinvention
• 33:50
  in
• 33:50
  terms
• 33:51
  of
• 33:52
  these
• 33:52
  are
• 33:52
  the
• 33:52
  benefits,
• 33:53
  these
• 33:54
  are
• 33:54
  the
• 33:54
  holistic
• 33:54
  benefits,
• 33:55
  not
• 33:56
  these
• 33:56
  are
• 33:56
  the
• 33:56
  product
• 33:57
  benefits.
• 33:59
  If
• 33:59
  you
• 33:59
  use
• 33:59
  this,
• 33:59
  this,
• 34:00
  and
• 34:00
  this,
• 34:00
  they
• 34:01
  become
• 34:01
  siloized.
• 34:02
  However,
• 34:03
  if
• 34:04
  you
• 34:04
  put
• 34:04
  these
• 34:05
  together.
• 34:06
  You
• 34:06
  get
• 34:06
  a
• 34:06
  solution.
• 34:07
  Now,
• 34:08
  solution
• 34:08
  is
• 34:09
  quite
• 34:09
  often
• 34:10
  used
• 34:10
  in
• 34:10
  the
• 34:10
  wrong
• 34:10
  context.
• 34:12
  It's
• 34:12
  quite
• 34:12
  often
• 34:12
  widely
• 34:13
  used.
• 34:13
  However,
• 34:14
  we
• 34:15
  get
• 34:15
  back
• 34:15
  to
• 34:15
  something
• 34:15
  we
• 34:15
  spoke
• 34:16
  about
• 34:16
  earlier
• 34:16
  on
• 34:16
  is
• 34:17
  multiplayer
• 34:17
  effect.
• 34:19
  If
• 34:19
  you
• 34:19
  put
• 34:20
  'em
• 34:20
  together,
• 34:21
  you
• 34:21
  get
• 34:21
  a
• 34:21
  greater
• 34:22
  number
• 34:24
  than
• 34:24
  the
• 34:24
  addition
• 34:24
  of
• 34:24
  those
• 34:25
  items.
• 34:25
  You
• 34:25
  get
• 34:25
  a
• 34:25
  multiplayer.
• 34:26
  So
• 34:27
  it,
• 34:27
  it
• 34:27
  came,
• 34:28
  it
• 34:28
  came
• 34:28
  round
• 34:29
  to.
• 34:31
  Reinventing
• 34:32
  the,
• 34:32
  the
• 34:32
  narrative
• 34:33
  and
• 34:33
  then
• 34:34
  pushing
• 34:34
  that
• 34:34
  narrative
• 34:35
  to
• 34:36
  down
• 34:36
  two
• 34:36
  roots,
• 34:37
  one
• 34:37
  existing
• 34:38
  customers
• 34:39
  to
• 34:39
  deliver
• 34:39
  reassurance.
• 34:41
  Look,
• 34:41
  we're
• 34:41
  still
• 34:42
  here,
• 34:42
  we
• 34:42
  still
• 34:42
  know
• 34:42
  what
• 34:42
  we're
• 34:43
  doing,
• 34:43
  et
• 34:43
  cetera,
• 34:43
  et
• 34:43
  cetera.
• 34:44
  But
• 34:44
  also
• 34:45
  for
• 34:45
  those
• 34:45
  customers
• 34:46
  that
• 34:47
  may
• 34:47
  gone
• 34:48
  or
• 34:48
  may
• 34:48
  have
• 34:48
  been
• 34:49
  with
• 34:49
  competitors,
• 34:50
  it
• 34:50
  was,
• 34:51
  this
• 34:51
  is
• 34:51
  a
• 34:51
  new
• 34:51
  way
• 34:52
  of
• 34:52
  looking
• 34:52
  at
• 34:53
  an
• 34:53
  old
• 34:53
  problem
• 34:54
  and
• 34:54
  this
• 34:55
  is
• 34:55
  the
• 34:55
  value
• 34:55
  that
• 34:55
  it
• 34:55
  brings.
• 34:56
  So
• 34:57
  that's
• 34:57
  sort
• 34:57
  of.
• 34:59
  Where
• 34:59
  it
• 35:00
  got
• 35:00
  to,
• 35:01
  why
• 35:01
  did
• 35:01
  it
• 35:01
  get
• 35:02
  there
• 35:02
  in
• 35:02
  the
• 35:02
  first
• 35:02
  place?
• 35:03
  I
• 35:03
  think
• 35:04
  reduced
• 35:05
  focus
• 35:06
  from
• 35:06
  the
• 35:06
  C-suite
• 35:07
  reduced
• 35:07
  focus
• 35:07
  from
• 35:08
  an
• 35:08
  executive
• 35:08
  level.
• 35:10
  It
• 35:10
  then
• 35:10
  became,
• 35:11
  it
• 35:11
  was
• 35:12
  part
• 35:12
  of
• 35:12
  a
• 35:12
  wider
• 35:12
  portfolio.
• 35:13
  It
• 35:13
  then
• 35:13
  became
• 35:14
  less
• 35:14
  and
• 35:14
  less,
• 35:16
  important
• 35:16
  as
• 35:16
  it
• 35:18
  decreased
• 35:18
  in,
• 35:18
  in
• 35:19
  value.
• 35:20
  So
• 35:20
  then
• 35:20
  it
• 35:20
  got
• 35:20
  into
• 35:21
  a
• 35:21
  bit
• 35:21
  of
• 35:21
  a
• 35:21
  spiral.
• 35:22
  What
• 35:22
  did
• 35:22
  that
• 35:22
  look
• 35:22
  like?
• 35:22
  Then
• 35:23
  it
• 35:23
  looked
• 35:23
  like
• 35:24
  an
• 35:24
  uphill
• 35:24
  task,
• 35:25
  which
• 35:25
  wasn't
• 35:25
  insurmountable.
• 35:26
  Looked
• 35:27
  like
• 35:27
  an
• 35:27
  uphill
• 35:27
  task
• 35:27
  to
• 35:27
  start
• 35:29
  Phoenix
• 35:29
  on
• 35:30
  the
• 35:30
  ashes,
• 35:30
  that
• 35:30
  kind
• 35:30
  of
• 35:30
  thing,
• 35:31
  to
• 35:31
  be
• 35:31
  able
• 35:31
  to
• 35:31
  start
• 35:31
  rebuilding.
• 35:33
  What,
• 35:33
  what
• 35:33
  had
• 35:34
  provenance.
• 35:35
  It
• 35:36
  had
• 35:36
  provenance,
• 35:36
  it
• 35:36
  had
• 35:37
  history.
• 35:37
  It
• 35:37
  just
• 35:38
  needed
• 35:38
  to
• 35:38
  come
• 35:38
  outta
• 35:38
  the,
• 35:39
  outta
• 35:39
  the
• 35:39
  ashes
• 35:40
  and
• 35:40
  start
• 35:40
  growing
• 35:40
  again.
• 35:41
  I
• 35:41
  just
• 35:42
  be
• 35:42
  just
• 35:42
  with
• 35:42
  you
• 35:42
  going
• 35:43
  for
• 35:43
  that.
• 35:43
  So
• 35:44
  were
• 35:44
  there
• 35:44
  any
• 35:44
  early
• 35:45
  signals?
• 35:46
  That
• 35:46
  were
• 35:47
  missed
• 35:47
  because
• 35:47
  I
• 35:47
  think
• 35:47
  this
• 35:47
  would
• 35:47
  be
• 35:48
  really
• 35:48
  useful
• 35:48
  for
• 35:48
  the,
• 35:49
  the
• 35:49
  listing
• 35:49
  audience,
• 35:49
  but
• 35:50
  the,
• 35:51
  if,
• 35:52
  if
• 35:52
  they'd
• 35:52
  been
• 35:52
  picked
• 35:53
  up,
• 35:53
  you'd
• 35:53
  never
• 35:54
  found
• 35:54
  yourself
• 35:54
  in
• 35:54
  this
• 35:54
  position.
• 35:56
  Yeah.
• 35:56
  I,
• 35:56
  I
• 35:56
  think,
• 35:57
  I
• 35:57
  think,
• 35:59
  distance
• 35:59
  from
• 36:00
  the
• 36:00
  market,
• 36:00
  distance
• 36:01
  from,
• 36:01
  from
• 36:01
  trends
• 36:02
  and
• 36:02
  that
• 36:02
  kind
• 36:02
  of
• 36:02
  thing,
• 36:03
  just
• 36:03
  not
• 36:04
  market
• 36:05
  visibility,
• 36:06
  market
• 36:06
  research.
• 36:07
  It
• 36:07
  was
• 36:08
  just,
• 36:08
  it
• 36:08
  wasn't
• 36:09
  a
• 36:09
  priority.
• 36:10
  It,
• 36:10
  they
• 36:10
  were
• 36:10
  conflicting,
• 36:11
  conflicting.
• 36:13
  Priorities
• 36:13
  within
• 36:13
  the
• 36:13
  organization
• 36:15
  that
• 36:15
  wasn't
• 36:16
  a
• 36:16
  priority.
• 36:17
  So
• 36:17
  I
• 36:17
  guess
• 36:18
  the
• 36:18
  simple
• 36:18
  answer
• 36:18
  would
• 36:19
  taking
• 36:19
  the
• 36:19
  eye
• 36:19
  off
• 36:19
  the
• 36:19
  bull.
• 36:20
  Yeah.
• 36:21
  That's
• 36:21
  probably
• 36:22
  the
• 36:22
  simplest
• 36:22
  way
• 36:23
  to
• 36:23
  put
• 36:23
  it.
• 36:23
  Yeah.
• 36:24
  Which,
• 36:24
  which,
• 36:24
  which
• 36:24
  often
• 36:25
  happens,
• 36:26
  especially
• 36:26
  if
• 36:26
  you're
• 36:27
  so,
• 36:27
  so
• 36:28
  this
• 36:28
  product's
• 36:28
  a
• 36:28
  market
• 36:29
  leader
• 36:29
  at
• 36:29
  one
• 36:29
  point
• 36:30
  and
• 36:30
  it
• 36:30
  does
• 36:30
  start
• 36:30
  to
• 36:30
  slip
• 36:31
  or,
• 36:31
  yeah.
• 36:32
  Yeah.
• 36:33
  So
• 36:33
  yeah,
• 36:33
  that
• 36:34
  and,
• 36:34
  and,
• 36:34
  and
• 36:34
  that
• 36:34
  is
• 36:35
  because
• 36:35
  obviously
• 36:35
  a
• 36:36
  lot
• 36:36
  of
• 36:36
  the
• 36:36
  people
• 36:36
  we
• 36:36
  talk
• 36:37
  to,
• 36:37
  or
• 36:38
  I
• 36:38
  talk
• 36:38
  to,
• 36:38
  are
• 36:38
  not
• 36:39
  in
• 36:39
  that
• 36:39
  lot
• 36:39
  market
• 36:40
  leadership
• 36:40
  position,
• 36:40
  although
• 36:41
  I've
• 36:41
  worked
• 36:41
  with
• 36:41
  lots
• 36:41
  of
• 36:41
  people
• 36:42
  that
• 36:42
  are,
• 36:43
  so
• 36:43
  that's
• 36:43
  a
• 36:43
  different
• 36:44
  problem.
• 36:45
  But,
• 36:45
  and
• 36:46
  everyone
• 36:46
  hopes
• 36:46
  to
• 36:46
  get
• 36:46
  to
• 36:46
  that
• 36:46
  market
• 36:47
  leadership.
• 36:47
  But
• 36:48
  once
• 36:48
  you
• 36:48
  do
• 36:49
  get
• 36:49
  to
• 36:49
  that
• 36:49
  market
• 36:49
  leadership
• 36:50
  and
• 36:50
  if's
• 36:50
  the
• 36:50
  same
• 36:50
  if
• 36:50
  when
• 36:50
  you're
• 36:50
  growing.
• 36:51
  Basically
• 36:52
  what
• 36:52
  you're
• 36:52
  saying,
• 36:52
  if
• 36:52
  you
• 36:52
  need
• 36:52
  to
• 36:52
  keep
• 36:53
  your
• 36:53
  eye
• 36:53
  on
• 36:53
  the
• 36:53
  ball,
• 36:53
  you
• 36:54
  need
• 36:54
  to
• 36:54
  keep
• 36:54
  close
• 36:55
  to
• 36:55
  the
• 36:55
  market.
• 36:55
  You
• 36:55
  need
• 36:56
  to
• 36:56
  know
• 36:56
  what's
• 36:56
  happening.
• 36:57
  You
• 36:57
  need
• 36:57
  to
• 36:57
  know
• 36:57
  what
• 36:57
  the
• 36:57
  changes
• 36:58
  are,
• 36:58
  hopefully
• 36:58
  before
• 36:59
  they
• 36:59
  change,
• 37:00
  so
• 37:00
  that
• 37:00
  you
• 37:00
  can
• 37:00
  be
• 37:00
  ahead
• 37:01
  of
• 37:01
  the
• 37:01
  curve
• 37:01
  rather
• 37:02
  than
• 37:02
  following
• 37:03
  in
• 37:03
  the
• 37:03
  wake
• 37:03
  when,
• 37:04
  when
• 37:04
  something
• 37:05
  changes
• 37:05
  and
• 37:05
  then
• 37:05
  you
• 37:05
  go,
• 37:05
  oh.
• 37:06
  Why
• 37:06
  they're
• 37:06
  not
• 37:06
  using
• 37:07
  my
• 37:07
  products
• 37:07
  anymore.
• 37:08
  Would
• 37:08
  that
• 37:09
  Absolutely,
• 37:10
  yeah.
• 37:11
  I
• 37:11
  think,
• 37:11
  I
• 37:11
  think
• 37:11
  the
• 37:12
  key
• 37:12
  thing
• 37:12
  is,
• 37:13
  we
• 37:13
  spoke
• 37:13
  earlier
• 37:13
  on,
• 37:14
  is
• 37:14
  the
• 37:14
  system
• 37:14
  leadership
• 37:15
  is,
• 37:16
  is
• 37:17
  you,
• 37:18
  you
• 37:18
  become
• 37:18
  the
• 37:18
  system
• 37:19
  leader.
• 37:19
  Yes,
• 37:20
  you
• 37:20
  are
• 37:20
  a
• 37:21
  supplier
• 37:21
  of
• 37:21
  goods
• 37:22
  into,
• 37:23
  for
• 37:23
  example,
• 37:24
  a
• 37:24
  hospital
• 37:24
  environment,
• 37:25
  but
• 37:25
  you,
• 37:27
  you
• 37:27
  don't
• 37:27
  stop
• 37:28
  at
• 37:28
  the
• 37:28
  door
• 37:28
  of
• 37:28
  the
• 37:28
  stores.
• 37:29
  You
• 37:29
  go
• 37:30
  in,
• 37:30
  you
• 37:30
  go
• 37:30
  to
• 37:30
  physically
• 37:31
  and
• 37:31
  metaphorically,
• 37:32
  you
• 37:32
  visit
• 37:33
  the
• 37:33
  departments.
• 37:33
  You
• 37:33
  understand
• 37:34
  the
• 37:35
  whys.
• 37:36
  Not
• 37:36
  just
• 37:36
  the
• 37:36
  whats
• 37:37
  but
• 37:38
  the
• 37:38
  why
• 37:39
  that
• 37:39
  product
• 37:39
  brings
• 37:40
  value
• 37:40
  to
• 37:40
  each
• 37:40
  of
• 37:40
  those
• 37:40
  levels.
• 37:41
  And
• 37:41
  then
• 37:41
  it
• 37:41
  becomes
• 37:42
  self-fulfilling,
• 37:43
  self
• 37:43
  prophesizing.
• 37:43
  Because
• 37:45
  as
• 37:45
  you
• 37:45
  have
• 37:45
  those
• 37:45
  conversations,
• 37:47
  you,
• 37:48
  as
• 37:48
  you
• 37:48
  said,
• 37:48
  you
• 37:48
  might
• 37:48
  not
• 37:49
  be
• 37:49
  the
• 37:49
  market
• 37:49
  leader,
• 37:50
  but
• 37:50
  you
• 37:50
  be,
• 37:50
  it,
• 37:51
  we,
• 37:51
  we
• 37:51
  get
• 37:51
  into
• 37:51
  Darwinism,
• 37:53
  it's,
• 37:53
  it's
• 37:53
  not
• 37:53
  the
• 37:53
  smartest,
• 37:55
  it's
• 37:55
  not
• 37:56
  the
• 37:56
  strongest
• 37:56
  or
• 37:56
  the
• 37:56
  most
• 37:56
  intelligent.
• 37:57
  It's
• 37:58
  those
• 37:58
  most
• 37:58
  adaptable
• 37:59
  to
• 37:59
  change.
• 37:59
  So
• 37:59
  if
• 37:59
  you
• 38:00
  adopt
• 38:00
  a
• 38:00
  Darwin,
• 38:00
  Darwin
• 38:01
  is
• 38:01
  a
• 38:01
  model.
• 38:02
  You
• 38:03
  then
• 38:03
  go
• 38:03
  in
• 38:04
  and
• 38:04
  you
• 38:04
  can
• 38:04
  pivot
• 38:05
  as,
• 38:05
  as
• 38:05
  a
• 38:05
  small
• 38:05
  organization,
• 38:07
  you
• 38:07
  can
• 38:07
  pivot,
• 38:07
  you
• 38:07
  can
• 38:08
  be
• 38:08
  agile,
• 38:08
  and
• 38:08
  you
• 38:08
  can
• 38:08
  say,
• 38:09
  yep,
• 38:09
  okay,
• 38:10
  we
• 38:10
  understand.
• 38:11
  Right.
• 38:12
  Our,
• 38:12
  our
• 38:13
  r
• 38:13
  and
• 38:13
  d
• 38:13
  team
• 38:13
  is
• 38:14
  three
• 38:14
  people
• 38:15
  and
• 38:15
  we
• 38:16
  can.
• 38:16
  Work
• 38:17
  with
• 38:17
  you
• 38:17
  to
• 38:17
  develop
• 38:18
  a
• 38:18
  solution
• 38:18
  for
• 38:18
  this
• 38:18
  problem.
• 38:19
  Not
• 38:20
  withstanding
• 38:20
  what
• 38:20
  we
• 38:20
  said
• 38:21
  about,
• 38:21
  multiple
• 38:22
  products
• 38:22
  and
• 38:22
  multiple
• 38:23
  colors,
• 38:23
  et
• 38:23
  cetera
• 38:23
  earlier
• 38:24
  on,
• 38:24
  but
• 38:25
  where,
• 38:25
  where
• 38:25
  value
• 38:26
  is
• 38:26
  is
• 38:26
  needed.
• 38:27
  We
• 38:27
  can
• 38:27
  come
• 38:27
  in
• 38:28
  and
• 38:28
  we
• 38:28
  can
• 38:28
  rapidly
• 38:29
  develop
• 38:30
  a,
• 38:30
  a
• 38:30
  product
• 38:31
  for
• 38:31
  you.
• 38:31
  We
• 38:31
  can
• 38:31
  rapidly
• 38:32
  develop
• 38:32
  a
• 38:32
  solution
• 38:33
  that
• 38:34
  will
• 38:35
  increase
• 38:35
  productivity
• 38:36
  efficiency,
• 38:37
  reduced
• 38:37
  waiting
• 38:37
  times,
• 38:38
  et
• 38:38
  cetera,
• 38:38
  et
• 38:38
  cetera.
• 38:38
  That's
• 38:39
  where
• 38:39
  the
• 38:39
  value
• 38:39
  comes
• 38:40
  from.
• 38:42
  No,
• 38:42
  I
• 38:42
  think
• 38:42
  that's
• 38:42
  really
• 38:43
  important.
• 38:43
  And,
• 38:43
  and
• 38:44
  just
• 38:44
  to
• 38:44
  wrap
• 38:45
  it
• 38:45
  up
• 38:45
  slightly,
• 38:46
  if
• 38:48
  or
• 38:48
  what
• 38:49
  would
• 38:49
  your
• 38:49
  advice
• 38:49
  be
• 38:50
  to
• 38:50
  somebody
• 38:51
  who's
• 38:51
  listened
• 38:51
  today,
• 38:52
  clinical
• 38:52
  founder
• 38:52
  who've
• 38:53
  just
• 38:53
  launched
• 38:53
  a
• 38:53
  product,
• 38:53
  or
• 38:54
  in
• 38:54
  the
• 38:54
  process
• 38:54
  of
• 38:54
  launching
• 38:54
  a
• 38:55
  product?
• 38:55
  What's
• 38:56
  the
• 38:57
  first
• 38:57
  uncomfortable
• 38:59
  question
• 38:59
  that
• 38:59
  they
• 39:00
  should
• 39:00
  ask
• 39:00
  themselves
• 39:00
  tomorrow
• 39:01
  morning?
• 39:02
  It's
• 39:02
  a
• 39:02
  very
• 39:02
  uncomfortable
• 39:03
  question,
• 39:04
  and
• 39:04
  I
• 39:04
  think
• 39:04
  it's,
• 39:05
  is
• 39:06
  my
• 39:06
  product
• 39:06
  sustainable?
• 39:07
  And
• 39:07
  by
• 39:08
  that
• 39:08
  I
• 39:08
  mean
• 39:09
  two
• 39:09
  things.
• 39:09
  One.
• 39:11
  Is
• 39:11
  it
• 39:11
  sustainable
• 39:12
  in
• 39:12
  terms
• 39:12
  of
• 39:13
  of
• 39:13
  growth?
• 39:14
  Is
• 39:14
  it
• 39:14
  gonna
• 39:14
  gonna
• 39:14
  give
• 39:15
  me
• 39:16
  the
• 39:16
  return
• 39:16
  on
• 39:16
  investment?
• 39:17
  But
• 39:18
  two,
• 39:18
  is
• 39:18
  it
• 39:19
  sustainable
• 39:19
  in
• 39:20
  terms
• 39:20
  of
• 39:20
  the
• 39:21
  technological
• 39:21
  advancements?
• 39:22
  So
• 39:23
  have
• 39:23
  I
• 39:23
  made
• 39:23
  something
• 39:24
  that
• 39:24
  is
• 39:25
  gonna
• 39:25
  be
• 39:25
  fine
• 39:26
  for
• 39:26
  a
• 39:26
  year,
• 39:27
  then
• 39:27
  all
• 39:27
  of
• 39:27
  a
• 39:27
  sudden
• 39:27
  technology
• 39:28
  changes
• 39:28
  and
• 39:29
  I'm
• 39:29
  outta
• 39:29
  business
• 39:30
  because
• 39:30
  my
• 39:30
  product's
• 39:31
  obsolete.
• 39:31
  So
• 39:32
  sustainability
• 39:33
  is
• 39:34
  probably
• 39:34
  the,
• 39:34
  the.
• 39:35
  The
• 39:35
  one
• 39:36
  answer
• 39:36
  that
• 39:36
  binds
• 39:36
  those
• 39:37
  two
• 39:37
  together,
• 39:37
  the
• 39:37
  one
• 39:37
  statement
• 39:38
  that
• 39:38
  binds
• 39:38
  those
• 39:38
  two
• 39:38
  together
• 39:39
  enough.
• 39:39
  A,
• 39:40
  a
• 39:40
  very,
• 39:41
  good
• 39:41
  question,
• 39:42
  question
• 39:42
  to
• 39:42
  ask,
• 39:43
  and
• 39:43
  probably
• 39:43
  one.
• 39:44
  It's
• 39:44
  very
• 39:45
  uncomfortable
• 39:45
  for
• 39:45
  people
• 39:45
  because
• 39:46
  firstly
• 39:46
  they
• 39:47
  might
• 39:47
  not
• 39:47
  know
• 39:47
  how
• 39:47
  to
• 39:47
  answer
• 39:48
  it,
• 39:48
  which
• 39:48
  again
• 39:49
  goes
• 39:49
  back
• 39:49
  to
• 39:49
  what
• 39:49
  we
• 39:50
  discussed.
• 39:50
  It's
• 39:51
  about
• 39:51
  research
• 39:51
  and
• 39:52
  understanding
• 39:53
  your
• 39:53
  marketplace
• 39:54
  before
• 39:54
  you
• 39:54
  can
• 39:54
  answer
• 39:55
  it.
• 39:55
  And
• 39:55
  then
• 39:56
  there's
• 39:56
  gonna
• 39:56
  be
• 39:56
  some
• 39:56
  people,
• 39:57
  sadly,
• 39:58
  who
• 39:58
  are
• 39:58
  gonna
• 39:59
  answer
• 39:59
  that
• 39:59
  question
• 39:59
  and
• 39:59
  think,
• 39:59
  oh,
• 40:00
  actually,
• 40:00
  yeah,
• 40:01
  it's
• 40:01
  not
• 40:01
  really,
• 40:02
  sustainable,
• 40:02
  but
• 40:03
  the
• 40:03
  positive
• 40:03
  is.
• 40:04
  The
• 40:04
  fact
• 40:05
  that
• 40:05
  you've
• 40:05
  been,
• 40:05
  that
• 40:06
  you'll
• 40:06
  answer
• 40:06
  that
• 40:06
  question
• 40:07
  will
• 40:07
  save
• 40:08
  you
• 40:08
  a
• 40:08
  lot
• 40:08
  of
• 40:08
  pain
• 40:09
  at
• 40:09
  the
• 40:09
  backend.
• 40:10
  And
• 40:11
  it
• 40:11
  may
• 40:11
  lead
• 40:11
  to
• 40:11
  just
• 40:11
  a,
• 40:12
  an
• 40:12
  innovation,
• 40:13
  or
• 40:13
  an
• 40:13
  adaptation
• 40:14
  to
• 40:14
  what
• 40:14
  you've
• 40:14
  currently
• 40:15
  got,
• 40:15
  rather
• 40:15
  than
• 40:15
  scrapping
• 40:16
  it.
• 40:16
  It
• 40:16
  might
• 40:16
  just
• 40:16
  be,
• 40:16
  actually
• 40:17
  I've
• 40:17
  now
• 40:17
  looked
• 40:18
  at
• 40:18
  it,
• 40:18
  that
• 40:18
  actually
• 40:19
  isn't,
• 40:19
  that
• 40:20
  isn't
• 40:20
  gonna
• 40:20
  be
• 40:20
  that
• 40:21
  sustainable.
• 40:21
  So
• 40:21
  I
• 40:21
  need
• 40:21
  to
• 40:21
  do
• 40:22
  x,
• 40:22
  y
• 40:22
  and
• 40:23
  to
• 40:23
  make
• 40:23
  sure
• 40:23
  it's
• 40:23
  sustainable.
• 40:24
  But
• 40:25
  you,
• 40:25
  you
• 40:25
  should
• 40:25
  never.
• 40:26
  Not
• 40:27
  ask
• 40:27
  the
• 40:27
  difficult
• 40:27
  questions
• 40:28
  because
• 40:28
  you're
• 40:28
  worried
• 40:29
  about
• 40:29
  what
• 40:29
  the
• 40:29
  answers
• 40:29
  are
• 40:29
  gonna
• 40:30
  be.
• 40:30
  'cause
• 40:30
  that
• 40:30
  way
• 40:31
  madness
• 40:31
  lies
• 40:32
  and
• 40:32
  that
• 40:32
  leads
• 40:32
  to
• 40:32
  businesses
• 40:33
  going
• 40:33
  outta
• 40:33
  business
• 40:34
  actually.
• 40:34
  Yeah,
• 40:35
  the
• 40:35
  ones,
• 40:35
  the
• 40:35
  ones
• 40:35
  that
• 40:35
  survive
• 40:36
  are
• 40:36
  the
• 40:36
  ones
• 40:36
  that
• 40:36
  continually
• 40:37
  ask
• 40:38
  those
• 40:38
  difficult
• 40:38
  questions
• 40:39
  to
• 40:39
  themselves.
• 40:40
  So,
• 40:40
  no,
• 40:40
  thank
• 40:40
  you
• 40:41
  very
• 40:41
  much
• 40:41
  for
• 40:41
  that,
• 40:41
  mark.
• 40:41
  I
• 40:42
  can't
• 40:42
  believe
• 40:42
  how
• 40:42
  quickly
• 40:42
  the
• 40:43
  time
• 40:43
  has.
• 40:43
  I
• 40:43
  think
• 40:44
  that's
• 40:44
  been
• 40:44
  really
• 40:45
  useful
• 40:45
  to
• 40:46
  actually
• 40:46
  get
• 40:46
  behind
• 40:47
  the
• 40:47
  layers
• 40:48
  of
• 40:48
  what
• 40:49
  you
• 40:49
  should,
• 40:49
  be
• 40:50
  asking
• 40:51
  and
• 40:51
  what
• 40:51
  you
• 40:51
  should
• 40:51
  be
• 40:51
  doing
• 40:51
  to
• 40:52
  make
• 40:52
  sure
• 40:52
  that
• 40:52
  you
• 40:53
  move
• 40:53
  from
• 40:53
  that
• 40:53
  innovation
• 40:54
  to
• 40:55
  building
• 40:55
  a
• 40:55
  business.
• 40:56
  And
• 40:56
  I,
• 40:56
  I
• 40:56
  really
• 40:57
  like
• 40:57
  what
• 40:57
  you
• 40:57
  said
• 40:57
  right
• 40:57
  at
• 40:57
  the
• 40:57
  beginning
• 40:58
  when
• 40:58
  I
• 40:58
  asked
• 40:58
  you
• 40:59
  what,
• 40:59
  what
• 40:59
  are
• 40:59
  the
• 41:00
  key
• 41:00
  things?
• 41:00
  And
• 41:00
  you
• 41:00
  said
• 41:01
  feasibility,
• 41:01
  availability
• 41:02
  and,
• 41:03
  and
• 41:03
  is
• 41:03
  it,
• 41:04
  those
• 41:05
  are
• 41:05
  the
• 41:05
  questions
• 41:05
  that
• 41:05
  you
• 41:05
  need
• 41:06
  to
• 41:06
  be
• 41:06
  asking
• 41:06
  yourself
• 41:06
  as
• 41:06
  well.
• 41:08
  We
• 41:08
  leave,
• 41:08
  I've
• 41:09
  got,
• 41:09
  I've
• 41:09
  got
• 41:09
  a
• 41:09
  little
• 41:09
  scenario
• 41:11
  that
• 41:11
  I
• 41:11
  always
• 41:12
  like
• 41:12
  to
• 41:12
  put
• 41:12
  the
• 41:12
  end
• 41:12
  of
• 41:12
  my
• 41:12
  episode,
• 41:13
  and
• 41:13
  then
• 41:13
  I
• 41:13
  answer
• 41:14
  the,
• 41:14
  the,
• 41:14
  the,
• 41:15
  that,
• 41:15
  that
• 41:15
  decision
• 41:16
  making
• 41:16
  scenario
• 41:17
  in
• 41:17
  the
• 41:18
  next
• 41:18
  episode.
• 41:19
  So,
• 41:20
  this
• 41:20
  is,
• 41:21
  everybody's
• 41:22
  homework.
• 41:23
  You're
• 41:23
  a
• 41:23
  clinical,
• 41:24
  or
• 41:24
  shall
• 41:24
  I
• 41:24
  say,
• 41:24
  you're
• 41:25
  advising
• 41:25
  a
• 41:25
  clinical
• 41:26
  founder.
• 41:27
  They
• 41:27
  have
• 41:28
  regulatory
• 41:28
  approval.
• 41:30
  They
• 41:30
  have
• 41:30
  two
• 41:30
  pilot
• 41:30
  sites
• 41:31
  with
• 41:31
  good
• 41:31
  feedback.
• 41:32
  So
• 41:32
  far.
• 41:33
  They've
• 41:33
  got
• 41:33
  one
• 41:33
  distributor
• 41:34
  who's
• 41:34
  very
• 41:34
  keen
• 41:35
  but
• 41:35
  unproven,
• 41:36
  and
• 41:36
  they've
• 41:36
  got
• 41:36
  a
• 41:36
  limited
• 41:36
  runway.
• 41:37
  I
• 41:37
  don't
• 41:37
  got
• 41:37
  that
• 41:38
  much
• 41:38
  cash.
• 41:38
  And
• 41:39
  they've
• 41:39
  got
• 41:39
  90
• 41:39
  days
• 41:40
  before,
• 41:41
  board
• 41:42
  pressure
• 41:42
  starts
• 41:42
  to
• 41:42
  kick
• 41:43
  in
• 41:43
  and
• 41:43
  start
• 41:43
  being
• 41:43
  asked
• 41:44
  very
• 41:44
  uncomfortable
• 41:45
  questions.
• 41:45
  Now
• 41:46
  you
• 41:46
  can
• 41:46
  only
• 41:46
  choose
• 41:48
  one
• 41:48
  primary
• 41:49
  focus
• 41:50
  for
• 41:50
  the
• 41:50
  next
• 41:51
  90
• 41:51
  days.
• 41:52
  So
• 41:53
  question
• 41:54
  is,
• 41:54
  what
• 41:55
  do
• 41:55
  you
• 41:55
  prioritize
• 41:56
  and
• 41:56
  why?
• 41:57
  You
• 41:57
  know,
• 41:58
  multiple
• 41:58
  choices
• 41:59
  to
• 41:59
  make
• 41:59
  it
• 41:59
  a
• 41:59
  bit
• 41:59
  easy
• 41:59
  for
• 41:59
  everybody.
• 42:00
  So,
• 42:00
  a,
• 42:01
  if
• 42:01
  you
• 42:01
  push
• 42:02
  hard
• 42:02
  on
• 42:02
  signing
• 42:02
  and
• 42:03
  onboarding
• 42:03
  the
• 42:03
  distributor
• 42:04
  to
• 42:04
  accelerate
• 42:04
  your
• 42:05
  reach,
• 42:05
  b,
• 42:06
  you
• 42:06
  double
• 42:06
  down
• 42:07
  on
• 42:07
  converting
• 42:08
  one
• 42:08
  of
• 42:08
  those
• 42:08
  pilot
• 42:09
  sites
• 42:09
  into
• 42:09
  a
• 42:09
  fully
• 42:09
  scaled
• 42:10
  case
• 42:10
  study
• 42:11
  with
• 42:11
  hard
• 42:11
  data.
• 42:12
  C
• 42:13
  you
• 42:13
  hire
• 42:13
  a
• 42:13
  commercial
• 42:14
  lead
• 42:14
  to
• 42:14
  build
• 42:14
  a
• 42:15
  structured
• 42:15
  pipeline,
• 42:16
  a
• 42:16
  messaging
• 42:17
  or
• 42:17
  d.
• 42:18
  We
• 42:18
  find
• 42:18
  a
• 42:19
  commercial
• 42:19
  narrative
• 42:20
  and
• 42:20
  commercial
• 42:20
  case
• 42:21
  before
• 42:22
  pushing
• 42:22
  further.
• 42:23
  Now,
• 42:23
  mark
• 42:24
  is
• 42:24
  and
• 42:24
  has
• 42:24
  agreed
• 42:25
  that
• 42:25
  he'll
• 42:25
  answer
• 42:25
  this
• 42:26
  for
• 42:26
  us
• 42:26
  based
• 42:27
  on
• 42:27
  everything
• 42:27
  that
• 42:27
  we've
• 42:27
  just
• 42:27
  been
• 42:28
  talking
• 42:28
  about.
• 42:28
  He's
• 42:28
  not
• 42:28
  gonna
• 42:28
  answer
• 42:29
  it
• 42:29
  now,
• 42:29
  he's
• 42:30
  gonna
• 42:30
  answer
• 42:30
  it.
• 42:30
  And
• 42:30
  then
• 42:31
  in
• 42:31
  the
• 42:31
  next
• 42:31
  episode,
• 42:33
  I
• 42:33
  will
• 42:33
  then
• 42:33
  go
• 42:34
  through
• 42:34
  that,
• 42:35
  with
• 42:35
  Mark's
• 42:35
  answer
• 42:36
  and
• 42:36
  then
• 42:36
  possibly
• 42:36
  some
• 42:37
  of
• 42:37
  my
• 42:37
  own,
• 42:37
  comments
• 42:38
  on
• 42:38
  top
• 42:38
  of
• 42:38
  that.
• 42:39
  So
• 42:40
  make
• 42:40
  sure
• 42:40
  you
• 42:40
  stay
• 42:40
  tuned
• 42:41
  for
• 42:41
  the
• 42:41
  next
• 42:41
  episode.
• 42:42
  Thank
• 42:42
  you
• 42:42
  very
• 42:42
  much,
• 42:42
  mark
• 42:43
  for
• 42:43
  coming
• 42:43
  on.
• 42:43
  Thanks
• 42:44
  ake.
• 42:44
  And
• 42:44
  if
• 42:44
  you
• 42:44
  find
• 42:45
  that
• 42:45
  your
• 42:45
  MedTech
• 42:46
  export
• 42:46
  plan
• 42:46
  looks
• 42:47
  sharp
• 42:47
  in
• 42:47
  PowerPoint
• 42:48
  but
• 42:48
  falls
• 42:48
  apart,
• 42:49
  the
• 42:49
  moment
• 42:50
  buyers
• 42:50
  start
• 42:50
  to
• 42:51
  push
• 42:51
  on
• 42:51
  price
• 42:51
  or
• 42:52
  terms,
• 42:52
  you
• 42:53
  don't
• 42:53
  really
• 42:53
  have
• 42:53
  a
• 42:53
  strategy,
• 42:54
  you've
• 42:54
  got
• 42:54
  a
• 42:54
  story.
• 42:55
  And
• 42:55
  the
• 42:55
  story
• 42:56
  will
• 42:56
  only
• 42:57
  lead
• 42:57
  to
• 42:57
  eroded
• 42:58
  margins,
• 42:59
  store
• 42:59
  launches,
• 43:00
  and
• 43:00
  an
• 43:00
  endless
• 43:00
  cycle
• 43:01
  of
• 43:01
  firefighting.
• 43:01
  So
• 43:02
  if
• 43:02
  you
• 43:02
  are
• 43:02
  ready
• 43:02
  to
• 43:02
  move
• 43:03
  from
• 43:03
  a
• 43:03
  story
• 43:03
  to
• 43:03
  a
• 43:03
  robust
• 43:04
  export
• 43:05
  strategy,
• 43:05
  book
• 43:06
  a
• 43:06
  free
• 43:06
  healthcare
• 43:07
  export
• 43:08
  Accelerator
• 43:09
  discovery
• 43:09
  call
• 43:09
  with
• 43:09
  me
• 43:10
  I'll
• 43:10
  personally
• 43:11
  audit
• 43:11
  your
• 43:11
  export
• 43:12
  strategy
• 43:12
  and
• 43:13
  give
• 43:13
  you
• 43:13
  the
• 43:13
  exact
• 43:14
  next
• 43:14
  steps.
• 43:15
  To
• 43:15
  accelerate
• 43:15
  your
• 43:16
  global
• 43:16
  growth
• 43:17
  book
• 43:17
  your
• 43:17
  free
• 43:17
  call.
• 43:18
  The
• 43:18
  link
• 43:19
  is
• 43:19
  in
• 43:19
  the
• 43:19
  show
• 43:19
  notes