Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #187 | The Dangerous Assumptions You're Making About Exporting Your medical Device, And What You Must Diagnose Now

Transcript

#187 | The Dangerous Assumptions You're Making About Exporting Your medical Device, And What You Must Diagnose Now · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  in
• 0:00
  this
• 0:00
  episode,
• 0:00
  I'll
• 0:01
  introduce
• 0:01
  you
• 0:01
  to
• 0:01
  a
• 0:01
  simple
• 0:02
  framework
• 0:02
  which
• 0:02
  will
• 0:03
  help
• 0:03
  you
• 0:03
  confidently
• 0:03
  make
• 0:04
  the
• 0:04
  right
• 0:04
  decisions
• 0:05
  for
• 0:05
  your
• 0:05
  med
• 0:05
  tech
• 0:06
  exporting
• 0:07
  growth
• 0:07
  and
• 0:07
  success.
• 0:08
  Welcome
• 0:09
  to
• 0:09
  Clinician
• 0:09
  to
• 0:10
  CEO,
• 0:11
  the
• 0:11
  podcast
• 0:11
  helping
• 0:12
  clinicians
• 0:13
  simplify
• 0:13
  your
• 0:13
  go-to-market
• 0:14
  strategy
• 0:15
  so
• 0:15
  that
• 0:15
  you
• 0:15
  can
• 0:15
  stop
• 0:16
  guessing
• 0:16
  and
• 0:17
  turn
• 0:17
  your
• 0:17
  working
• 0:18
  prototypes
• 0:18
  into
• 0:19
  international
• 0:19
  MedTech
• 0:20
  businesses.
• 0:21
  I'm
• 0:21
  your
• 0:21
  host,
• 0:21
  Hakeem
• 0:22
  Aade.
• 0:23
  Let's
• 0:23
  get
• 0:23
  started.
• 0:24
  By
• 0:24
  the
• 0:25
  end
• 0:25
  of
• 0:25
  this
• 0:25
  episode,
• 0:26
  you'll
• 0:26
  have
• 0:26
  a
• 0:26
  simple
• 0:26
  framework
• 0:27
  that
• 0:27
  you
• 0:27
  can
• 0:27
  use
• 0:28
  to
• 0:28
  diagnose
• 0:28
  problems,
• 0:29
  make
• 0:29
  decisions,
• 0:30
  and
• 0:30
  move
• 0:30
  forward
• 0:30
  with
• 0:30
  confidence
• 0:31
  without
• 0:31
  relying
• 0:32
  on
• 0:32
  guesswork.
• 0:33
  'cause
• 0:33
  I
• 0:33
  think
• 0:33
  we
• 0:33
  all
• 0:34
  agree
• 0:34
  we
• 0:34
  don't
• 0:34
  like
• 0:35
  guesswork
• 0:35
  in
• 0:35
  med
• 0:35
  set
• 0:36
  businesses.
• 0:36
  So
• 0:37
  now.
• 0:37
  This
• 0:38
  is
• 0:38
  part
• 0:39
  three
• 0:39
  of
• 0:39
  a
• 0:39
  three
• 0:39
  part
• 0:39
  series
• 0:40
  on
• 0:40
  mindset
• 0:41
  and
• 0:41
  international
• 0:41
  expansion.
• 0:42
  Now,
• 0:42
  if
• 0:42
  you
• 0:42
  recall
• 0:43
  in
• 0:43
  part
• 0:44
  one,
• 0:44
  which
• 0:44
  is
• 0:44
  episode
• 0:44
  1
• 0:45
  7
• 0:45
  9,
• 0:45
  we
• 0:46
  covered
• 0:46
  the
• 0:46
  three
• 0:46
  mindset
• 0:47
  traps
• 0:47
  that
• 0:48
  slow
• 0:48
  companies
• 0:48
  down,
• 0:49
  and
• 0:49
  then
• 0:49
  in
• 0:49
  part
• 0:49
  two,
• 0:50
  episode
• 0:50
  180,
• 0:51
  we
• 0:52
  looked
• 0:52
  at
• 0:53
  how
• 0:53
  those
• 0:54
  traps
• 0:54
  show
• 0:54
  up
• 0:55
  in
• 0:55
  real
• 0:55
  decision
• 0:55
  scenarios
• 0:56
  when
• 0:57
  things
• 0:57
  aren't
• 0:57
  converting.
• 0:58
  So
• 0:58
  this
• 0:58
  is
• 0:58
  part
• 0:59
  three,
• 0:59
  and
• 0:59
  what
• 1:00
  we're
• 1:00
  gonna
• 1:00
  do
• 1:00
  here
• 1:00
  is
• 1:00
  take.
• 1:01
  One
• 1:01
  step
• 1:01
  further
• 1:02
  and
• 1:02
  we're
• 1:02
  gonna
• 1:02
  start
• 1:03
  talking
• 1:03
  about
• 1:03
  moving
• 1:04
  from,
• 1:04
  fixing
• 1:05
  a
• 1:05
  problem
• 1:05
  once,
• 1:06
  which
• 1:06
  most
• 1:07
  people
• 1:07
  can
• 1:07
  do,
• 1:07
  to
• 1:08
  building
• 1:08
  a
• 1:08
  system
• 1:09
  that
• 1:09
  prevents
• 1:09
  you
• 1:09
  from
• 1:09
  falling
• 1:10
  into
• 1:10
  similar
• 1:11
  traps
• 1:11
  time
• 1:11
  and
• 1:11
  time
• 1:12
  again.
• 1:12
  And
• 1:12
  if
• 1:12
  you're
• 1:13
  building
• 1:13
  a
• 1:14
  MedTech
• 1:14
  business
• 1:15
  and
• 1:15
  you're
• 1:15
  not
• 1:15
  sure
• 1:16
  whether
• 1:16
  your
• 1:16
  next
• 1:16
  move
• 1:17
  should
• 1:17
  be
• 1:17
  around
• 1:17
  evidence,
• 1:18
  market
• 1:18
  access,
• 1:19
  commercialization,
• 1:20
  distributor
• 1:20
  strategy.
• 1:21
  Or
• 1:21
  adoption.
• 1:22
  Do
• 1:22
  not
• 1:22
  guess.
• 1:23
  Book
• 1:23
  a
• 1:23
  healthcare
• 1:24
  export
• 1:24
  accelerator
• 1:25
  diagnostic
• 1:26
  Call
• 1:26
  with
• 1:26
  me.
• 1:27
  Use
• 1:27
  my
• 1:27
  link
• 1:27
  in
• 1:28
  the
• 1:28
  show
• 1:28
  notes.
• 1:29
  And
• 1:29
  in
• 1:29
  that
• 1:29
  session
• 1:30
  I'll
• 1:30
  help
• 1:30
  you
• 1:30
  identify
• 1:31
  the
• 1:31
  specific
• 1:32
  constraints
• 1:33
  blocking
• 1:33
  your
• 1:33
  momentum
• 1:34
  and
• 1:34
  the
• 1:34
  commercial
• 1:35
  move
• 1:36
  most
• 1:36
  likely
• 1:36
  to
• 1:37
  unlock
• 1:37
  your
• 1:37
  progress.
• 1:38
  So
• 1:38
  now.
• 1:39
  Here's
• 1:40
  what
• 1:40
  I
• 1:40
  see
• 1:41
  when
• 1:41
  I
• 1:41
  go
• 1:42
  into
• 1:42
  most
• 1:43
  MedTech
• 1:43
  companies.
• 1:44
  They
• 1:44
  have
• 1:44
  two
• 1:44
  challenges
• 1:45
  when
• 1:45
  they're
• 1:45
  trying
• 1:45
  to
• 1:45
  expand
• 1:46
  internationally.
• 1:47
  The
• 1:47
  first
• 1:48
  one
• 1:48
  is
• 1:48
  they
• 1:48
  treat
• 1:49
  every
• 1:49
  market
• 1:49
  as
• 1:50
  if
• 1:50
  it's
• 1:50
  like
• 1:50
  the
• 1:50
  home
• 1:50
  market.
• 1:51
  And
• 1:51
  that's
• 1:51
  what
• 1:51
  I
• 1:51
  call
• 1:52
  the
• 1:52
  colonial
• 1:52
  mindset.
• 1:53
  And
• 1:53
  I've
• 1:53
  done
• 1:53
  a
• 1:53
  whole
• 1:53
  podcast
• 1:54
  on
• 1:54
  that
• 1:54
  'cause
• 1:54
  that
• 1:55
  brings
• 1:55
  with
• 1:55
  it
• 1:55
  a
• 1:56
  whole
• 1:56
  raft
• 1:57
  of
• 1:57
  its
• 1:57
  own
• 1:57
  problems.
• 1:58
  Then
• 1:58
  number
• 1:58
  two
• 1:58
  is
• 1:58
  they
• 1:59
  treat
• 1:59
  every
• 1:59
  market
• 2:00
  like
• 2:00
  it's
• 2:00
  a
• 2:00
  completely
• 2:01
  new
• 2:01
  challenge.
• 2:01
  'cause
• 2:01
  obviously
• 2:02
  you've
• 2:02
  got
• 2:02
  a
• 2:02
  new
• 2:02
  country,
• 2:03
  you've
• 2:03
  got
• 2:03
  a
• 2:03
  new
• 2:03
  team,
• 2:04
  you've
• 2:04
  got
• 2:04
  a
• 2:04
  new
• 2:04
  distributor,
• 2:05
  and
• 2:05
  then
• 2:05
  they
• 2:05
  add
• 2:06
  in
• 2:06
  a
• 2:06
  layer
• 2:06
  of
• 2:06
  new
• 2:07
  assumptions
• 2:07
  about
• 2:08
  that
• 2:08
  market.
• 2:08
  And
• 2:08
  every
• 2:09
  time
• 2:09
  something
• 2:09
  doesn't
• 2:09
  work,
• 2:10
  rather
• 2:11
  than
• 2:11
  analyzing
• 2:12
  what's
• 2:12
  happened,
• 2:13
  they
• 2:13
  go
• 2:13
  back
• 2:13
  to
• 2:13
  guessing
• 2:14
  a,
• 2:14
  maybe
• 2:15
  we
• 2:15
  need
• 2:15
  more
• 2:15
  activity.
• 2:16
  Maybe
• 2:16
  we
• 2:16
  need
• 2:16
  more
• 2:17
  evidence,
• 2:17
  maybe
• 2:17
  we
• 2:17
  need
• 2:18
  more
• 2:18
  time.
• 2:18
  And
• 2:18
  then
• 2:19
  before
• 2:19
  you
• 2:19
  know
• 2:19
  it,
• 2:19
  you're
• 2:20
  six
• 2:20
  months
• 2:20
  in
• 2:20
  and
• 2:21
  you
• 2:21
  are
• 2:21
  still
• 2:21
  in
• 2:22
  inverted
• 2:22
  comm
• 2:22
  close,
• 2:23
  still
• 2:23
  in
• 2:24
  inverted
• 2:24
  comm,
• 2:24
  optimizing
• 2:25
  and
• 2:26
  still
• 2:26
  not
• 2:26
  actually
• 2:27
  getting
• 2:27
  the
• 2:27
  adoption
• 2:28
  you
• 2:28
  require
• 2:28
  now.
• 2:29
  What
• 2:29
  I
• 2:29
  always
• 2:30
  work
• 2:30
  on
• 2:30
  first,
• 2:31
  if
• 2:31
  you
• 2:31
  look
• 2:32
  at
• 2:32
  what,
• 2:32
  what
• 2:33
  has
• 2:33
  worked
• 2:33
  in
• 2:33
  the
• 2:33
  past,
• 2:34
  and
• 2:34
  I
• 2:34
  look
• 2:34
  at
• 2:34
  what
• 2:34
  high
• 2:35
  performing
• 2:35
  team
• 2:35
  they've
• 2:35
  done
• 2:36
  differently
• 2:36
  to
• 2:36
  that
• 2:36
  guessing
• 2:37
  element.
• 2:38
  And
• 2:38
  what
• 2:38
  they
• 2:38
  do
• 2:39
  is,
• 2:39
  well,
• 2:40
  firstly,
• 2:40
  they
• 2:40
  don't
• 2:40
  guess
• 2:41
  at
• 2:41
  anything
• 2:42
  they
• 2:42
  diagnose.
• 2:43
  They
• 2:43
  build
• 2:44
  a
• 2:44
  repeatable
• 2:44
  way
• 2:44
  of
• 2:44
  understanding
• 2:45
  what's
• 2:46
  actually
• 2:46
  happening.
• 2:47
  And
• 2:47
  that's
• 2:47
  what
• 2:48
  I
• 2:48
  want
• 2:48
  to
• 2:48
  talk
• 2:48
  about
• 2:49
  today.
• 2:49
  And
• 2:50
  what
• 2:50
  I
• 2:50
  introduce
• 2:50
  people
• 2:51
  to
• 2:51
  is
• 2:51
  what
• 2:51
  I
• 2:52
  call
• 2:52
  the
• 2:52
  mind.
• 2:53
  Framework,
• 2:54
  MIND.
• 2:55
  So
• 2:55
  instead
• 2:55
  of
• 2:55
  guessing
• 2:56
  what
• 2:56
  I
• 2:57
  want
• 2:57
  you
• 2:57
  to
• 2:57
  do,
• 2:58
  anytime
• 2:58
  you
• 2:58
  come
• 2:59
  up
• 2:59
  against
• 2:59
  a
• 2:59
  challenge,
• 3:00
  specifically
• 3:01
  in
• 3:02
  MedTech
• 3:02
  exporting
• 3:03
  and
• 3:03
  building
• 3:03
  your
• 3:03
  MedTech
• 3:04
  business,
• 3:05
  is
• 3:05
  use
• 3:05
  this
• 3:06
  framework
• 3:06
  because
• 3:07
  it's
• 3:07
  not
• 3:07
  just
• 3:08
  about
• 3:08
  strategy
• 3:09
  in
• 3:09
  terms
• 3:10
  of.
• 3:10
  Dealing
• 3:10
  with
• 3:10
  decisions,
• 3:11
  and
• 3:11
  being
• 3:11
  successful.
• 3:12
  It's
• 3:12
  about
• 3:13
  how
• 3:14
  you
• 3:14
  think.
• 3:15
  So
• 3:15
  let's
• 3:15
  start
• 3:16
  and
• 3:16
  kick
• 3:16
  off
• 3:16
  with
• 3:17
  mine.
• 3:17
  So
• 3:17
  the
• 3:17
  first,
• 3:18
  part
• 3:18
  of
• 3:18
  mind
• 3:19
  is
• 3:19
  the
• 3:19
  m
• 3:20
  and
• 3:20
  that's
• 3:20
  about
• 3:20
  mapping
• 3:21
  the
• 3:21
  stage.
• 3:22
  Are
• 3:22
  you
• 3:22
  mapping
• 3:22
  the
• 3:22
  stage
• 3:23
  that
• 3:23
  you're
• 3:23
  at?
• 3:24
  Because
• 3:24
  the
• 3:24
  first
• 3:25
  thing
• 3:25
  we
• 3:25
  need
• 3:25
  to
• 3:25
  do
• 3:25
  is
• 3:26
  be
• 3:26
  precise
• 3:27
  about
• 3:27
  where
• 3:27
  you
• 3:27
  actually
• 3:28
  are.
• 3:28
  You
• 3:28
  can't
• 3:29
  start
• 3:29
  moving
• 3:29
  until
• 3:30
  you
• 3:30
  know
• 3:30
  where
• 3:30
  you
• 3:30
  are.
• 3:31
  Well,
• 3:31
  you
• 3:31
  can
• 3:31
  start
• 3:31
  moving,
• 3:32
  but
• 3:32
  you
• 3:32
  can't
• 3:32
  start
• 3:32
  moving
• 3:32
  in
• 3:32
  the
• 3:32
  right
• 3:33
  direction
• 3:33
  without
• 3:33
  knowing
• 3:34
  where
• 3:34
  you
• 3:34
  are.
• 3:35
  And
• 3:35
  when
• 3:35
  I'm
• 3:35
  talking
• 3:36
  about
• 3:36
  where
• 3:36
  you
• 3:36
  are,
• 3:36
  not
• 3:37
  that
• 3:37
  we're
• 3:37
  in.
• 3:37
  X
• 3:38
  market
• 3:39
  or
• 3:39
  we're
• 3:40
  in
• 3:40
  this
• 3:40
  particular
• 3:41
  space
• 3:42
  and
• 3:42
  this
• 3:42
  is
• 3:42
  what
• 3:42
  we're
• 3:42
  gonna
• 3:42
  do.
• 3:43
  That's
• 3:43
  too
• 3:43
  vague.
• 3:44
  What
• 3:44
  I
• 3:44
  want
• 3:45
  you
• 3:45
  to
• 3:45
  start
• 3:45
  focusing
• 3:46
  on
• 3:46
  is
• 3:46
  what
• 3:47
  particular
• 3:47
  stage
• 3:48
  in
• 3:48
  that
• 3:48
  market
• 3:48
  you
• 3:49
  in?
• 3:49
  Are
• 3:49
  you
• 3:49
  generating
• 3:50
  interest?
• 3:51
  Are
• 3:51
  you
• 3:51
  running
• 3:51
  evaluations?
• 3:52
  Are
• 3:52
  you
• 3:52
  trying
• 3:53
  to
• 3:53
  convert
• 3:53
  a
• 3:53
  purchase?
• 3:54
  Are
• 3:54
  you
• 3:54
  scaling
• 3:55
  adoption?
• 3:56
  Exactly
• 3:56
  where
• 3:56
  you
• 3:57
  are
• 3:57
  on
• 3:57
  that
• 3:58
  almost
• 3:58
  adoption
• 3:59
  curve.
• 4:00
  if
• 4:00
  you
• 4:00
  don't
• 4:01
  map
• 4:01
  the
• 4:01
  stage,
• 4:02
  you'll
• 4:03
  inevitably
• 4:04
  solve
• 4:05
  the
• 4:05
  wrong
• 4:05
  problem.
• 4:06
  And
• 4:06
  that's
• 4:06
  one
• 4:07
  of
• 4:07
  the
• 4:07
  most
• 4:07
  frustrating
• 4:07
  things
• 4:08
  that
• 4:08
  you
• 4:08
  ever
• 4:08
  find,
• 4:09
  so
• 4:09
  without
• 4:09
  doing
• 4:09
  any
• 4:10
  diagnosis,
• 4:11
  you
• 4:11
  start
• 4:11
  then
• 4:11
  solving
• 4:12
  a
• 4:12
  problem
• 4:13
  around
• 4:13
  generating
• 4:14
  interest.
• 4:14
  When
• 4:14
  in
• 4:14
  reality,
• 4:15
  the
• 4:15
  problem
• 4:16
  is
• 4:16
  around
• 4:17
  running
• 4:17
  evaluations.
• 4:18
  It
• 4:18
  doesn't
• 4:18
  matter
• 4:18
  if
• 4:18
  you
• 4:18
  come
• 4:19
  up
• 4:19
  with
• 4:19
  a
• 4:19
  great
• 4:19
  solution
• 4:20
  for
• 4:20
  how
• 4:20
  to
• 4:20
  overcome
• 4:21
  the
• 4:21
  generating
• 4:22
  interest,
• 4:22
  if
• 4:22
  that's
• 4:23
  not
• 4:23
  actually
• 4:23
  your
• 4:23
  problem.
• 4:24
  So
• 4:24
  you
• 4:24
  want
• 4:25
  to
• 4:25
  make
• 4:25
  sure
• 4:25
  that
• 4:25
  in
• 4:25
  the
• 4:26
  first
• 4:26
  instance,
• 4:26
  you're
• 4:27
  solving
• 4:27
  the
• 4:27
  right
• 4:28
  problem.
• 4:28
  So
• 4:28
  once
• 4:29
  you
• 4:29
  understand
• 4:30
  exactly
• 4:31
  where
• 4:31
  you're
• 4:31
  at
• 4:32
  in
• 4:32
  that
• 4:32
  decision
• 4:33
  process
• 4:34
  and
• 4:34
  what's
• 4:34
  actually
• 4:34
  happening,
• 4:35
  then
• 4:35
  you
• 4:36
  wanna
• 4:36
  move
• 4:36
  on
• 4:36
  to
• 4:36
  stage
• 4:36
  two,
• 4:37
  which
• 4:37
  is
• 4:37
  I,
• 4:38
  and
• 4:38
  you
• 4:38
  wanna
• 4:38
  identify
• 4:39
  the
• 4:39
  constraint.
• 4:40
  So
• 4:40
  the
• 4:40
  next
• 4:41
  thing
• 4:41
  that
• 4:41
  you
• 4:41
  need
• 4:41
  to
• 4:41
  ask
• 4:42
  is
• 4:42
  where
• 4:42
  exactly.
• 4:43
  Is
• 4:44
  the
• 4:44
  issue
• 4:44
  breaking?
• 4:45
  Not
• 4:46
  broadly.
• 4:46
  Again,
• 4:47
  I'm
• 4:47
  gonna
• 4:48
  keep
• 4:48
  pushing.
• 4:48
  It
• 4:49
  has
• 4:49
  to
• 4:49
  be
• 4:49
  specific,
• 4:49
  is
• 4:50
  it
• 4:50
  after
• 4:51
  the
• 4:51
  first
• 4:51
  meeting?
• 4:52
  Is
• 4:52
  it
• 4:52
  during
• 4:52
  clinical
• 4:53
  evaluation?
• 4:54
  Is
• 4:54
  it
• 4:54
  when
• 4:54
  the
• 4:54
  procurement
• 4:55
  gets
• 4:55
  involved?
• 4:55
  Is
• 4:56
  it
• 4:56
  after
• 4:56
  initial
• 4:56
  adoption?
• 4:57
  You
• 4:57
  need.
• 4:58
  To
• 4:58
  know
• 4:59
  exactly
• 4:59
  where
• 4:59
  it's
• 4:59
  just
• 5:00
  saying,
• 5:00
  oh,
• 5:00
  it's
• 5:00
  not
• 5:00
  converting.
• 5:01
  That's
• 5:01
  not
• 5:02
  a
• 5:02
  diagnosis.
• 5:03
  Understanding
• 5:03
  exactly
• 5:04
  where
• 5:04
  it's
• 5:04
  not
• 5:05
  converting,
• 5:06
  that's
• 5:06
  a
• 5:06
  diagnosis.
• 5:07
  So
• 5:07
  firstly,
• 5:08
  you
• 5:08
  need
• 5:08
  to
• 5:08
  know
• 5:08
  what
• 5:08
  stage
• 5:09
  you're
• 5:09
  at.
• 5:09
  Then
• 5:10
  you
• 5:10
  need
• 5:10
  to
• 5:10
  identify
• 5:11
  what
• 5:11
  the
• 5:11
  actual
• 5:11
  constraint
• 5:12
  is,
• 5:12
  what's
• 5:12
  the
• 5:12
  problem.
• 5:13
  Then
• 5:13
  you
• 5:13
  move
• 5:14
  on
• 5:14
  to
• 5:14
  step
• 5:14
  three,
• 5:14
  which
• 5:15
  is
• 5:15
  n
• 5:15
  Navigate
• 5:16
  externally
• 5:17
  this
• 5:18
  is
• 5:18
  actually
• 5:19
  from
• 5:19
  what
• 5:19
  I
• 5:19
  can
• 5:19
  see,
• 5:19
  and
• 5:20
  it'd
• 5:20
  be
• 5:20
  interesting
• 5:20
  to
• 5:21
  get
• 5:21
  your
• 5:21
  views.
• 5:21
  This
• 5:22
  is
• 5:22
  where
• 5:22
  I
• 5:22
  see
• 5:22
  most
• 5:23
  teams
• 5:23
  getting
• 5:23
  stuck
• 5:24
  because
• 5:24
  what
• 5:24
  they
• 5:24
  do
• 5:25
  is
• 5:25
  they
• 5:25
  focus
• 5:26
  on
• 5:26
  the
• 5:26
  internal,
• 5:27
  they
• 5:27
  debate
• 5:28
  it
• 5:28
  around
• 5:28
  the
• 5:28
  table.
• 5:29
  You
• 5:29
  know,
• 5:29
  is
• 5:29
  it
• 5:29
  evaluation?
• 5:30
  Oh,
• 5:31
  it's
• 5:31
  because
• 5:31
  of
• 5:31
  this,
• 5:31
  it's
• 5:32
  because,
• 5:32
  the
• 5:32
  first
• 5:33
  meeting's
• 5:33
  breaking
• 5:33
  down.
• 5:34
  And
• 5:34
  therefore
• 5:35
  they're,
• 5:35
  kind
• 5:35
  of
• 5:35
  assuming
• 5:36
  because
• 5:36
  it's
• 5:36
  just
• 5:37
  an
• 5:37
  internal
• 5:37
  discussion.
• 5:37
  What
• 5:38
  works
• 5:39
  and
• 5:39
  what
• 5:39
  I've
• 5:39
  seen
• 5:40
  high
• 5:40
  performing
• 5:41
  teams
• 5:41
  do
• 5:41
  is
• 5:42
  they
• 5:42
  always
• 5:42
  go
• 5:42
  to
• 5:42
  the
• 5:43
  market.
• 5:43
  They
• 5:43
  don't
• 5:43
  assume
• 5:44
  anything.
• 5:44
  They
• 5:44
  ask
• 5:45
  their
• 5:45
  customers,
• 5:45
  what's
• 5:46
  specifically
• 5:46
  stopping
• 5:47
  this
• 5:47
  from
• 5:47
  moving
• 5:47
  forward.
• 5:48
  What
• 5:48
  would
• 5:49
  need
• 5:49
  to
• 5:49
  change
• 5:50
  for
• 5:50
  you
• 5:50
  to
• 5:51
  move
• 5:51
  forward
• 5:51
  or
• 5:52
  how
• 5:52
  does
• 5:52
  this
• 5:53
  fit
• 5:53
  into
• 5:54
  your
• 5:54
  workflow?
• 5:55
  And
• 5:55
  if
• 5:56
  it
• 5:56
  could
• 5:56
  work,
• 5:56
  fit
• 5:56
  into
• 5:56
  your
• 5:56
  workflow
• 5:57
  better,
• 5:58
  if
• 5:58
  that's
• 5:58
  something
• 5:59
  that
• 5:59
  you
• 5:59
  would
• 5:59
  be
• 5:59
  interested
• 6:00
  in
• 6:00
  doing.
• 6:01
  And
• 6:01
  also
• 6:01
  gain
• 6:02
  ideas
• 6:03
  from
• 6:04
  the
• 6:04
  market.
• 6:04
  So
• 6:05
  as
• 6:05
  opposed
• 6:05
  to
• 6:05
  saying,
• 6:05
  how
• 6:06
  does
• 6:06
  this
• 6:06
  fit
• 6:06
  into
• 6:06
  your
• 6:06
  workflow?
• 6:07
  How
• 6:07
  should
• 6:08
  it,
• 6:08
  or
• 6:08
  how
• 6:08
  does
• 6:08
  it
• 6:08
  need
• 6:09
  to
• 6:09
  fit
• 6:09
  in
• 6:09
  your
• 6:10
  workflow
• 6:10
  for
• 6:11
  you
• 6:12
  to
• 6:12
  adopt
• 6:12
  this?
• 6:13
  So.
• 6:13
  That's
• 6:14
  a
• 6:14
  really
• 6:14
  important
• 6:14
  thing
• 6:15
  that
• 6:15
  you
• 6:15
  need
• 6:16
  to
• 6:16
  speak
• 6:16
  to
• 6:16
  the
• 6:17
  market.
• 6:17
  So
• 6:17
  stop
• 6:18
  guessing
• 6:18
  internally
• 6:19
  and
• 6:19
  start
• 6:20
  going
• 6:20
  out
• 6:21
  to
• 6:21
  the
• 6:21
  market
• 6:21
  so
• 6:21
  that
• 6:22
  you
• 6:22
  can
• 6:22
  learn
• 6:23
  externally.
• 6:23
  Then
• 6:24
  once
• 6:24
  you've
• 6:24
  done
• 6:24
  those,
• 6:25
  then
• 6:25
  move
• 6:25
  on
• 6:26
  to
• 6:26
  the
• 6:26
  fourth
• 6:26
  step,
• 6:27
  which
• 6:27
  is
• 6:27
  D
• 6:28
  and
• 6:28
  that's
• 6:28
  about
• 6:28
  deciding
• 6:29
  and
• 6:29
  testing.
• 6:30
  And
• 6:30
  this
• 6:30
  is
• 6:31
  an
• 6:31
  area
• 6:31
  which
• 6:32
  I
• 6:32
  find
• 6:32
  lots
• 6:33
  of
• 6:33
  businesses,
• 6:34
  get
• 6:34
  wrong
• 6:34
  even
• 6:35
  when
• 6:35
  they've
• 6:35
  done
• 6:35
  all
• 6:36
  the
• 6:36
  other
• 6:37
  bits
• 6:37
  in
• 6:37
  terms
• 6:38
  of
• 6:38
  you've
• 6:38
  gone
• 6:38
  to
• 6:39
  the
• 6:39
  market,
• 6:39
  you've
• 6:39
  got
• 6:39
  all
• 6:40
  the
• 6:40
  information,
• 6:40
  one
• 6:41
  person
• 6:41
  says,
• 6:41
  oh,
• 6:41
  well
• 6:42
  yeah,
• 6:42
  that
• 6:43
  position
• 6:43
  is
• 6:43
  not
• 6:43
  quite
• 6:44
  right.
• 6:44
  Another
• 6:44
  person
• 6:44
  says,
• 6:45
  oh,
• 6:45
  can
• 6:45
  you
• 6:45
  make
• 6:45
  it
• 6:45
  blue?
• 6:46
  Another
• 6:46
  person
• 6:46
  says,
• 6:46
  can
• 6:46
  you
• 6:47
  put
• 6:47
  bells
• 6:47
  on
• 6:47
  it?
• 6:48
  And
• 6:48
  I'm
• 6:48
  sure
• 6:48
  you've
• 6:48
  seen
• 6:49
  this
• 6:49
  yourself
• 6:50
  because
• 6:50
  it's
• 6:50
  a
• 6:50
  medical
• 6:51
  device
• 6:52
  and
• 6:52
  because
• 6:52
  people
• 6:52
  are
• 6:52
  thinking,
• 6:53
  oh,
• 6:53
  well
• 6:53
  it's
• 6:53
  a
• 6:53
  clinician
• 6:54
  who's
• 6:54
  told
• 6:54
  me
• 6:54
  that's
• 6:54
  why
• 6:55
  I
• 6:55
  need
• 6:55
  to
• 6:55
  go
• 6:55
  and
• 6:55
  do
• 6:55
  it.
• 6:55
  Or
• 6:55
  it's,
• 6:56
  you
• 6:56
  know,
• 6:56
  a
• 6:56
  procurement
• 6:57
  person
• 6:57
  has
• 6:57
  told
• 6:57
  me
• 6:57
  that,
• 6:58
  so
• 6:58
  I
• 6:58
  need
• 6:58
  to
• 6:58
  go
• 6:58
  and
• 6:58
  do
• 6:58
  it.
• 6:59
  Then
• 6:59
  what
• 6:59
  you
• 7:00
  go
• 7:00
  and
• 7:00
  do
• 7:00
  is
• 7:00
  you
• 7:00
  go
• 7:00
  and
• 7:01
  change
• 7:01
  everything
• 7:02
  and
• 7:02
  that
• 7:02
  then
• 7:02
  messes
• 7:03
  up,
• 7:04
  messes
• 7:04
  up
• 7:05
  a
• 7:05
  whole
• 7:05
  raft
• 7:05
  of
• 7:05
  things
• 7:05
  because
• 7:06
  you
• 7:06
  can't
• 7:06
  please
• 7:07
  all
• 7:07
  the
• 7:07
  people
• 7:07
  all
• 7:07
  the
• 7:07
  time.
• 7:08
  And
• 7:08
  also
• 7:09
  you
• 7:09
  can't
• 7:10
  monitor
• 7:11
  everything
• 7:11
  all
• 7:12
  of
• 7:12
  the
• 7:12
  time.
• 7:12
  So
• 7:12
  rather
• 7:13
  than
• 7:13
  gonna
• 7:13
  changing
• 7:13
  everything,
• 7:14
  change
• 7:15
  one
• 7:15
  thing.
• 7:15
  Based
• 7:16
  on
• 7:16
  the
• 7:16
  feedback
• 7:16
  and
• 7:17
  based
• 7:17
  on
• 7:17
  your,
• 7:17
  where
• 7:17
  you're
• 7:18
  at,
• 7:18
  you
• 7:18
  know,
• 7:18
  I
• 7:19
  change
• 7:19
  the
• 7:19
  messaging,
• 7:20
  for
• 7:20
  example,
• 7:20
  or
• 7:20
  change
• 7:20
  the
• 7:20
  positioning
• 7:21
  or
• 7:21
  change
• 7:22
  the
• 7:22
  target,
• 7:23
  or
• 7:23
  change
• 7:23
  the
• 7:23
  approach
• 7:24
  and
• 7:24
  then
• 7:25
  test
• 7:25
  again
• 7:25
  before
• 7:26
  changing
• 7:27
  anything
• 7:27
  else.
• 7:28
  Don't
• 7:28
  start
• 7:29
  changing
• 7:29
  everything
• 7:30
  because
• 7:30
  if
• 7:30
  it
• 7:31
  then
• 7:31
  improves,
• 7:31
  you're
• 7:32
  not
• 7:32
  gonna
• 7:32
  know
• 7:32
  what
• 7:33
  it
• 7:33
  is
• 7:33
  that
• 7:33
  actually
• 7:33
  improved.
• 7:34
  It
• 7:34
  could
• 7:34
  be
• 7:34
  many,
• 7:35
  one
• 7:35
  of
• 7:35
  those,
• 7:35
  so
• 7:35
  change
• 7:36
  it.
• 7:37
  Test
• 7:37
  it
• 7:37
  again,
• 7:38
  because
• 7:38
  it's
• 7:38
  not
• 7:38
  about
• 7:39
  being
• 7:39
  right
• 7:39
  in
• 7:39
  the
• 7:39
  first
• 7:40
  instance.
• 7:40
  It's
• 7:40
  about
• 7:41
  getting
• 7:41
  closer
• 7:41
  to
• 7:42
  what
• 7:42
  works.
• 7:42
  Because
• 7:43
  if
• 7:43
  you
• 7:43
  change
• 7:43
  it
• 7:43
  and
• 7:44
  nothing
• 7:44
  happens,
• 7:44
  then
• 7:44
  you
• 7:44
  know,
• 7:45
  you
• 7:45
  know
• 7:45
  that
• 7:45
  that's
• 7:46
  actually
• 7:46
  not
• 7:46
  the
• 7:46
  issue.
• 7:46
  Then
• 7:47
  change
• 7:47
  something
• 7:47
  else,
• 7:48
  then
• 7:48
  it,
• 7:48
  then
• 7:48
  test
• 7:49
  again.
• 7:49
  Then
• 7:50
  if
• 7:50
  it
• 7:50
  doesn't,
• 7:50
  if
• 7:50
  nothing
• 7:51
  happens
• 7:51
  again,
• 7:51
  then
• 7:52
  test
• 7:52
  something
• 7:52
  else,
• 7:52
  et
• 7:53
  cetera,
• 7:53
  et
• 7:53
  cetera.
• 7:53
  And
• 7:53
  if
• 7:53
  it
• 7:54
  does
• 7:54
  work,
• 7:54
  then
• 7:55
  you
• 7:55
  know
• 7:55
  that's
• 7:55
  what
• 7:55
  it
• 7:55
  was.
• 7:56
  But
• 7:56
  rather
• 7:56
  than
• 7:56
  changing
• 7:57
  lots
• 7:57
  and
• 7:57
  lots
• 7:57
  of
• 7:58
  things,
• 7:58
  just
• 7:58
  change
• 7:59
  one
• 7:59
  thing
• 8:00
  and
• 8:00
  focus
• 8:00
  on
• 8:01
  that.
• 8:01
  So
• 8:01
  that
• 8:02
  is
• 8:02
  the
• 8:02
  mind
• 8:03
  framework.
• 8:03
  And
• 8:04
  let
• 8:04
  me
• 8:04
  be
• 8:05
  blunt,
• 8:05
  if
• 8:06
  you
• 8:06
  don't
• 8:06
  have
• 8:06
  a
• 8:06
  structured
• 8:07
  way
• 8:07
  to
• 8:07
  actually
• 8:08
  think
• 8:08
  through,
• 8:09
  challenges
• 8:09
  that
• 8:09
  you
• 8:10
  find
• 8:10
  in
• 8:10
  your
• 8:10
  MedTech
• 8:11
  business,
• 8:11
  you
• 8:11
  are
• 8:12
  essentially
• 8:12
  guessing,
• 8:13
  and
• 8:13
  that's
• 8:13
  why
• 8:13
  I
• 8:13
  talk
• 8:13
  about
• 8:13
  guessing.
• 8:14
  'cause
• 8:15
  you
• 8:15
  may
• 8:15
  not
• 8:15
  think
• 8:15
  you're
• 8:15
  guessing.
• 8:16
  But
• 8:16
  what
• 8:16
  I'm
• 8:17
  trying
• 8:17
  to
• 8:17
  give
• 8:17
  you
• 8:18
  is
• 8:18
  a
• 8:18
  very
• 8:19
  clear
• 8:20
  stepwise
• 8:20
  methodology,
• 8:21
  not
• 8:21
  based
• 8:21
  on
• 8:21
  just
• 8:22
  my
• 8:22
  experience,
• 8:22
  but
• 8:22
  based
• 8:23
  on
• 8:23
  the
• 8:23
  experience
• 8:23
  of
• 8:23
  working
• 8:24
  with,
• 8:24
  numerous
• 8:25
  MedTech
• 8:26
  companies
• 8:26
  and
• 8:27
  pharmaceutical
• 8:27
  companies
• 8:28
  over
• 8:28
  the
• 8:28
  past,
• 8:29
  30
• 8:29
  years.
• 8:30
  So
• 8:30
  even
• 8:30
  if
• 8:30
  you've
• 8:30
  got
• 8:31
  experience,
• 8:31
  and
• 8:31
  even
• 8:32
  if
• 8:32
  you've
• 8:32
  launched
• 8:32
  into
• 8:32
  all
• 8:32
  the
• 8:33
  markets
• 8:33
  before.
• 8:33
  And
• 8:34
  even
• 8:34
  if
• 8:34
  you
• 8:34
  don't
• 8:34
  wanna
• 8:34
  use
• 8:34
  my
• 8:35
  framework,
• 8:35
  although
• 8:36
  I'm
• 8:36
  telling
• 8:36
  you
• 8:37
  I
• 8:37
  know
• 8:37
  it
• 8:37
  works,
• 8:38
  but
• 8:38
  if
• 8:38
  you
• 8:38
  don't
• 8:38
  wanna
• 8:38
  use
• 8:38
  a
• 8:38
  framework,
• 8:39
  make
• 8:39
  sure
• 8:39
  that
• 8:40
  you
• 8:40
  have
• 8:40
  a
• 8:40
  system.
• 8:40
  Make
• 8:41
  sure
• 8:41
  you
• 8:41
  have
• 8:41
  a
• 8:41
  framework
• 8:42
  and
• 8:42
  make
• 8:42
  sure
• 8:42
  you
• 8:42
  don't
• 8:42
  guess,
• 8:43
  and
• 8:43
  make
• 8:43
  sure
• 8:43
  you
• 8:43
  don't
• 8:43
  make
• 8:44
  assumptions
• 8:45
  without
• 8:45
  testing
• 8:45
  those
• 8:45
  assumptions
• 8:46
  very
• 8:46
  clearly
• 8:47
  and
• 8:47
  very
• 8:48
  systematic
• 8:48
  because
• 8:48
  international
• 8:49
  expansion.
• 8:50
  Punishes
• 8:50
  assumptions,
• 8:51
  but
• 8:52
  it
• 8:52
  rewards
• 8:53
  people
• 8:53
  who
• 8:54
  are
• 8:54
  learning
• 8:55
  because
• 8:55
  if
• 8:55
  you
• 8:55
  learn,
• 8:56
  you
• 8:56
  get
• 8:56
  the
• 8:56
  right
• 8:57
  information,
• 8:57
  you
• 8:57
  get
• 8:57
  the
• 8:57
  right
• 8:58
  information,
• 8:58
  you
• 8:58
  can
• 8:58
  make
• 8:58
  the
• 8:58
  right
• 8:59
  decisions.
• 8:59
  And
• 8:59
  that's
• 9:00
  all
• 9:00
  around
• 9:01
  having
• 9:01
  a,
• 9:01
  mindset
• 9:02
  framework
• 9:03
  that
• 9:03
  helps
• 9:04
  you
• 9:04
  make
• 9:04
  those
• 9:05
  decisions.
• 9:05
  So
• 9:06
  across
• 9:06
  this
• 9:06
  short
• 9:07
  series,
• 9:07
  part
• 9:07
  one
• 9:08
  was
• 9:08
  all
• 9:08
  around
• 9:08
  mindset
• 9:09
  traps.
• 9:09
  Part
• 9:10
  two
• 9:10
  is
• 9:11
  how
• 9:11
  those
• 9:11
  traps
• 9:12
  show
• 9:12
  up
• 9:12
  in
• 9:12
  decisions,
• 9:12
  and
• 9:13
  part
• 9:13
  three
• 9:13
  is
• 9:13
  how
• 9:14
  to
• 9:14
  build
• 9:14
  a
• 9:14
  system
• 9:14
  to
• 9:15
  avoid
• 9:15
  those
• 9:16
  mindset
• 9:16
  traps
• 9:17
  and
• 9:17
  actually
• 9:17
  think
• 9:18
  critically
• 9:19
  and
• 9:19
  systematically
• 9:20
  through
• 9:21
  problems.
• 9:21
  And
• 9:22
  if
• 9:22
  you're
• 9:22
  building
• 9:23
  a
• 9:23
  MedTech
• 9:23
  business
• 9:24
  and
• 9:24
  you're
• 9:25
  not
• 9:25
  sure
• 9:25
  whether
• 9:25
  your
• 9:26
  next
• 9:26
  move
• 9:26
  should
• 9:26
  be
• 9:26
  around
• 9:27
  evidence,
• 9:27
  market
• 9:28
  access,
• 9:28
  commercialization,
• 9:29
  distributor
• 9:29
  strategy.
• 9:30
  Or
• 9:30
  adoption.
• 9:31
  Do
• 9:31
  not
• 9:32
  guess.
• 9:33
  Book
• 9:33
  a
• 9:33
  healthcare
• 9:33
  export
• 9:34
  accelerator
• 9:34
  diagnostic
• 9:35
  Call
• 9:35
  with
• 9:35
  me.
• 9:36
  Use
• 9:36
  my
• 9:37
  link
• 9:37
  in
• 9:37
  the
• 9:37
  show
• 9:37
  notes.
• 9:38
  And
• 9:38
  in
• 9:38
  that
• 9:38
  session
• 9:39
  I'll
• 9:39
  help
• 9:40
  you
• 9:40
  identify
• 9:40
  the
• 9:40
  specific
• 9:41
  constraints
• 9:42
  blocking
• 9:42
  your
• 9:43
  momentum
• 9:44
  and
• 9:44
  the
• 9:44
  commercial
• 9:44
  move
• 9:45
  most
• 9:46
  likely
• 9:46
  to
• 9:46
  unlock
• 9:46
  your
• 9:47
  progress.
• 9:47
  Thanks
• 9:48
  for
• 9:48
  tuning
• 9:48
  in.
• 9:48
  Until
• 9:49
  next
• 9:49
  time,
• 9:50
  thanks
• 9:50
  for
• 9:50
  listening.
• 9:51
  Keep
• 9:51
  challenging
• 9:51
  your
• 9:51
  assumptions
• 9:52
  and
• 9:53
  keep
• 9:53
  growing.