Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #180 | Clinicians, Make This 1 MINDSET Shift To Unlock Export Success With Your Medtech Business

Transcript

#180 | Clinicians, Make This 1 MINDSET Shift To Unlock Export Success With Your Medtech Business · 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,
• 0:01
  I'm
• 0:01
  going
• 0:01
  to
• 0:01
  show
• 0:01
  you
• 0:02
  how
• 0:02
  to
• 0:02
  think
• 0:02
  through
• 0:03
  one
• 0:03
  of
• 0:03
  the
• 0:03
  most
• 0:03
  common
• 0:04
  and
• 0:04
  frustrating
• 0:05
  situations
• 0:05
  in
• 0:06
  international
• 0:06
  MedTech
• 0:07
  expansion
• 0:08
  where
• 0:08
  everything
• 0:08
  looks
• 0:09
  like
• 0:09
  it's
• 0:09
  working,
• 0:09
  but
• 0:10
  you're
• 0:10
  not
• 0:10
  getting
• 0:10
  real
• 0:11
  traction.
• 0:11
  And
• 0:12
  by
• 0:12
  the
• 0:12
  end
• 0:12
  of
• 0:12
  this
• 0:12
  episode,
• 0:13
  you'll
• 0:13
  know
• 0:13
  how
• 0:13
  to
• 0:14
  decide.
• 0:14
  What
• 0:14
  to
• 0:15
  do
• 0:15
  next
• 0:15
  so
• 0:16
  you
• 0:16
  don't
• 0:16
  waste
• 0:16
  months
• 0:17
  doubling
• 0:17
  down
• 0:17
  on
• 0:17
  the
• 0:18
  wrong
• 0:18
  approach.
• 0:18
  And
• 0:19
  instead,
• 0:19
  you
• 0:19
  focus
• 0:20
  on
• 0:20
  what
• 0:20
  will
• 0:21
  actually
• 0:21
  lead
• 0:22
  to
• 0:22
  adoption.
• 0:23
  Welcome
• 0:24
  to
• 0:24
  Clinician
• 0:24
  to
• 0:24
  CEO,
• 0:25
  the
• 0:25
  podcast
• 0:26
  helping
• 0:27
  clinicians
• 0:27
  simplify
• 0:28
  your
• 0:28
  go-to-market
• 0:29
  strategy
• 0:29
  so
• 0:29
  that
• 0:30
  you
• 0:30
  can
• 0:30
  stop
• 0:30
  guessing
• 0:31
  and
• 0:31
  turn
• 0:32
  your
• 0:32
  working
• 0:32
  prototypes
• 0:33
  into
• 0:33
  international
• 0:34
  MedTech
• 0:34
  businesses.
• 0:35
  I'm
• 0:36
  your
• 0:36
  host,
• 0:36
  Hakeem
• 0:36
  Aade.
• 0:37
  Let's
• 0:38
  get
• 0:38
  started.
• 0:39
  Now
• 0:39
  this
• 0:40
  episode
• 0:40
  is
• 0:40
  part
• 0:41
  two
• 0:41
  of
• 0:42
  a
• 0:42
  three
• 0:42
  part
• 0:42
  series
• 0:43
  on
• 0:43
  mindset
• 0:44
  and
• 0:44
  international
• 0:44
  expansion,
• 0:45
  and
• 0:45
  in
• 0:45
  the
• 0:45
  last
• 0:46
  episode,
• 0:46
  we
• 0:47
  covered
• 0:47
  the
• 0:47
  three
• 0:48
  mindset
• 0:48
  traps
• 0:49
  that
• 0:49
  slow
• 0:50
  companies
• 0:50
  down.
• 0:51
  And
• 0:51
  in
• 0:51
  this
• 0:51
  episode
• 0:52
  I'm
• 0:52
  gonna
• 0:52
  show
• 0:52
  you
• 0:52
  what
• 0:53
  those
• 0:53
  mindset
• 0:53
  tracks
• 0:54
  look
• 0:54
  like
• 0:54
  in
• 0:55
  a
• 0:55
  real
• 0:55
  decision
• 0:56
  scenario.
• 0:56
  So
• 0:57
  here
• 0:57
  with
• 0:57
  this
• 0:57
  situation
• 0:58
  I
• 0:58
  left
• 0:58
  you
• 0:58
  with
• 0:58
  in
• 0:58
  the
• 0:58
  last
• 0:59
  episode,
• 1:00
  you've
• 1:00
  entered
• 1:00
  a
• 1:00
  new
• 1:01
  international
• 1:01
  market,
• 1:02
  you're
• 1:02
  getting
• 1:02
  interest,
• 1:03
  you're
• 1:03
  getting
• 1:03
  meetings
• 1:04
  with
• 1:04
  the
• 1:04
  right
• 1:04
  people,
• 1:05
  you've
• 1:05
  even
• 1:05
  got
• 1:06
  a
• 1:06
  couple
• 1:06
  of
• 1:07
  early
• 1:07
  trials.
• 1:08
  But
• 1:08
  nothing
• 1:09
  is
• 1:09
  converting
• 1:10
  and
• 1:10
  your
• 1:10
  team
• 1:10
  is
• 1:11
  looking
• 1:11
  at
• 1:11
  and
• 1:11
  saying,
• 1:12
  right,
• 1:12
  well,
• 1:12
  we're
• 1:13
  close.
• 1:13
  All
• 1:14
  we
• 1:14
  need
• 1:14
  to
• 1:14
  do
• 1:15
  is
• 1:15
  push
• 1:16
  a
• 1:16
  little
• 1:16
  bit
• 1:16
  harder.
• 1:17
  So
• 1:17
  here's
• 1:18
  the
• 1:18
  decision.
• 1:18
  Do
• 1:19
  you
• 1:19
  A
• 1:20
  increase
• 1:20
  sales
• 1:21
  activity
• 1:21
  and
• 1:21
  double
• 1:21
  down
• 1:22
  on
• 1:22
  the
• 1:22
  current
• 1:22
  approach?
• 1:23
  B,
• 1:24
  strengthen
• 1:24
  your
• 1:24
  clinical
• 1:25
  and
• 1:25
  economic
• 1:25
  evidence.
• 1:26
  C,
• 1:27
  stay
• 1:27
  consistent
• 1:28
  and
• 1:28
  give
• 1:28
  the
• 1:28
  market
• 1:28
  more
• 1:28
  time,
• 1:29
  or
• 1:29
  D,
• 1:30
  pause
• 1:30
  and
• 1:31
  reassess
• 1:31
  how
• 1:32
  the
• 1:32
  product
• 1:32
  actually
• 1:33
  fits
• 1:33
  this
• 1:34
  specific
• 1:35
  market.
• 1:36
  And
• 1:36
  the
• 1:36
  tricky
• 1:36
  part
• 1:36
  is
• 1:37
  that
• 1:37
  all
• 1:37
  four
• 1:38
  of
• 1:38
  these
• 1:38
  can
• 1:39
  feel
• 1:39
  like
• 1:39
  the
• 1:39
  right
• 1:40
  answer
• 1:40
  in
• 1:41
  any
• 1:41
  given
• 1:42
  moment.
• 1:43
  Now,
• 1:43
  this
• 1:44
  is
• 1:44
  where
• 1:44
  mindset
• 1:45
  really
• 1:46
  comes
• 1:46
  in,
• 1:46
  because
• 1:46
  this
• 1:46
  isn't
• 1:47
  just
• 1:47
  about
• 1:47
  picking
• 1:48
  an
• 1:48
  option
• 1:48
  from
• 1:49
  A
• 1:49
  to
• 1:49
  D,
• 1:50
  it's
• 1:50
  about
• 1:51
  how
• 1:51
  you
• 1:51
  interpret
• 1:52
  what's
• 1:52
  actually
• 1:53
  happening.
• 1:53
  And
• 1:54
  this
• 1:54
  is
• 1:54
  exactly
• 1:54
  where
• 1:55
  those
• 1:55
  three
• 1:55
  mindset
• 1:56
  traps
• 1:56
  from
• 1:56
  the
• 1:56
  last
• 1:57
  episode
• 1:57
  show
• 1:58
  up
• 1:58
  in
• 1:58
  real
• 1:58
  decisions.
• 1:59
  IE
• 1:59
  one,
• 2:00
  assuming
• 2:00
  you
• 2:01
  already
• 2:01
  know
• 2:01
  what
• 2:01
  the
• 2:02
  problem
• 2:02
  is,
• 2:02
  or
• 2:02
  two,
• 2:03
  expecting
• 2:04
  the
• 2:04
  market
• 2:04
  to
• 2:04
  behave
• 2:04
  exactly
• 2:05
  like
• 2:05
  your
• 2:05
  home
• 2:05
  market.
• 2:06
  Or
• 2:06
  three,
• 2:06
  waiting
• 2:07
  for
• 2:07
  certainty
• 2:08
  before
• 2:08
  acting.
• 2:09
  Because
• 2:09
  when
• 2:09
  something.
• 2:10
  Isn't
• 2:11
  working.
• 2:11
  You
• 2:11
  have
• 2:12
  to
• 2:12
  decide
• 2:12
  what
• 2:12
  the
• 2:12
  problem
• 2:13
  actually
• 2:13
  is.
• 2:14
  And
• 2:14
  that
• 2:14
  decision
• 2:15
  is
• 2:15
  based
• 2:16
  on
• 2:16
  how
• 2:16
  you're
• 2:16
  seeing
• 2:16
  the
• 2:16
  situation
• 2:17
  and
• 2:18
  how
• 2:18
  you
• 2:18
  see
• 2:18
  the
• 2:18
  situation
• 2:19
  comes
• 2:20
  from
• 2:20
  your
• 2:20
  mindset.
• 2:21
  So
• 2:21
  let's
• 2:22
  walk
• 2:22
  through
• 2:22
  these
• 2:22
  not
• 2:23
  just
• 2:23
  as
• 2:23
  options,
• 2:24
  but
• 2:24
  as
• 2:25
  of
• 2:25
  thinking.
• 2:26
  So
• 2:26
  option
• 2:26
  A.
• 2:27
  Push
• 2:27
  harder.
• 2:28
  And
• 2:28
  the
• 2:28
  first
• 2:28
  instinct
• 2:29
  is
• 2:29
  that
• 2:29
  we
• 2:29
  need
• 2:30
  more
• 2:30
  activity.
• 2:30
  We
• 2:30
  need
• 2:31
  more
• 2:31
  meetings,
• 2:31
  we
• 2:31
  need
• 2:31
  more
• 2:32
  demos,
• 2:32
  we
• 2:32
  need
• 2:32
  more
• 2:32
  follow
• 2:33
  ups.
• 2:33
  And
• 2:33
  this
• 2:33
  is
• 2:34
  often
• 2:34
  the
• 2:34
  assumption
• 2:35
  over
• 2:35
  a
• 2:35
  curiosity
• 2:36
  mindset
• 2:37
  trap,
• 2:37
  because
• 2:38
  you're
• 2:38
  assuming
• 2:39
  the
• 2:39
  issue
• 2:40
  is
• 2:40
  effort,
• 2:41
  but
• 2:41
  in
• 2:41
  this
• 2:41
  situation,
• 2:42
  you
• 2:42
  are
• 2:42
  already
• 2:42
  getting
• 2:43
  meetings,
• 2:44
  you've
• 2:44
  already
• 2:44
  got
• 2:44
  interest,
• 2:45
  you've
• 2:45
  already
• 2:45
  got
• 2:45
  trials.
• 2:46
  So
• 2:46
  the
• 2:46
  question
• 2:46
  becomes,
• 2:47
  is
• 2:47
  activity
• 2:48
  really
• 2:49
  the
• 2:49
  constraint
• 2:50
  or
• 2:50
  are
• 2:50
  we
• 2:51
  solving.
• 2:51
  The
• 2:51
  wrong
• 2:52
  problem.
• 2:52
  So
• 2:53
  therefore
• 2:53
  you're
• 2:53
  not
• 2:54
  gonna
• 2:54
  go
• 2:54
  with
• 2:54
  option
• 2:54
  A
• 2:55
  because
• 2:55
  you've
• 2:55
  assumed.
• 2:56
  And
• 2:56
  actually
• 2:57
  I
• 2:57
  think
• 2:57
  a
• 2:57
  bit
• 2:57
  more
• 2:58
  curiosity
• 2:58
  would
• 2:58
  indicate
• 2:59
  based
• 3:00
  on
• 3:00
  the
• 3:00
  situation,
• 3:01
  that
• 3:01
  actually
• 3:02
  that
• 3:02
  isn't
• 3:02
  the
• 3:02
  issue.
• 3:03
  So
• 3:03
  option
• 3:03
  B
• 3:03
  is
• 3:04
  they
• 3:04
  need
• 3:04
  more
• 3:04
  evidence.
• 3:05
  So
• 3:05
  you're
• 3:06
  looking
• 3:06
  at,
• 3:06
  in
• 3:07
  your
• 3:07
  mind,
• 3:07
  okay,
• 3:07
  maybe
• 3:08
  they
• 3:08
  just
• 3:09
  need
• 3:09
  more
• 3:09
  proof,
• 3:10
  and
• 3:10
  sometimes
• 3:10
  that's
• 3:10
  valid,
• 3:11
  but
• 3:12
  actually
• 3:12
  in
• 3:13
  this
• 3:13
  situation,
• 3:13
  people
• 3:14
  are
• 3:14
  already
• 3:14
  engaging
• 3:14
  and
• 3:15
  actually
• 3:15
  you've
• 3:15
  got
• 3:15
  some
• 3:15
  trials
• 3:16
  going.
• 3:16
  So
• 3:17
  this
• 3:17
  is
• 3:17
  coming
• 3:17
  from
• 3:17
  a
• 3:17
  different
• 3:18
  assumption.
• 3:18
  I,
• 3:19
  if
• 3:19
  we
• 3:19
  strengthen
• 3:20
  the
• 3:20
  case,
• 3:21
  it
• 3:21
  will
• 3:21
  convert.
• 3:22
  But
• 3:22
  the
• 3:22
  real
• 3:23
  issue
• 3:23
  may
• 3:23
  be
• 3:24
  how
• 3:25
  this
• 3:25
  actually
• 3:25
  is
• 3:26
  fitting
• 3:26
  into
• 3:26
  their
• 3:27
  system.
• 3:27
  So
• 3:28
  we're
• 3:28
  gonna
• 3:28
  say
• 3:29
  that
• 3:29
  it's
• 3:29
  probably
• 3:29
  not,
• 3:30
  thus
• 3:30
  giving
• 3:31
  them
• 3:31
  more
• 3:31
  evidence.
• 3:32
  And
• 3:32
  then
• 3:32
  option
• 3:33
  C.
• 3:34
  Give
• 3:34
  it
• 3:34
  more
• 3:34
  time.
• 3:35
  What
• 3:35
  you're
• 3:35
  Effectively
• 3:36
  saying
• 3:36
  here
• 3:37
  is
• 3:37
  let's
• 3:37
  stay
• 3:38
  consistent,
• 3:38
  keep
• 3:39
  doing
• 3:39
  what
• 3:39
  we've
• 3:39
  always
• 3:39
  done,
• 3:40
  and
• 3:40
  give
• 3:40
  it
• 3:40
  a
• 3:40
  bit
• 3:40
  more
• 3:40
  time,
• 3:41
  and
• 3:41
  this
• 3:41
  is
• 3:42
  where
• 3:42
  that
• 3:42
  third
• 3:43
  mindset
• 3:43
  trap
• 3:44
  shows
• 3:44
  up.
• 3:44
  'cause
• 3:44
  you're
• 3:45
  waiting
• 3:45
  for
• 3:45
  certainty
• 3:46
  'cause
• 3:46
  you're
• 3:46
  assuming
• 3:47
  the
• 3:47
  current
• 3:47
  approach
• 3:47
  is
• 3:48
  right
• 3:48
  and
• 3:48
  it
• 3:49
  just
• 3:49
  needs
• 3:49
  a
• 3:49
  bit
• 3:49
  more
• 3:50
  time.
• 3:50
  And
• 3:50
  that
• 3:50
  may
• 3:50
  well
• 3:50
  be
• 3:50
  true.
• 3:51
  But
• 3:51
  also
• 3:52
  it
• 3:52
  might
• 3:52
  not
• 3:52
  be
• 3:52
  true,
• 3:53
  so
• 3:53
  you
• 3:53
  don't
• 3:54
  wanna
• 3:54
  make
• 3:54
  that
• 3:54
  assumption.
• 3:54
  We're
• 3:55
  not
• 3:55
  gonna
• 3:55
  say
• 3:55
  that
• 3:55
  it's
• 3:56
  option
• 3:56
  C.
• 3:56
  So
• 3:56
  then
• 3:56
  we
• 3:57
  move
• 3:57
  on
• 3:57
  to
• 3:57
  option
• 3:57
  D,
• 3:58
  reassess.
• 3:59
  This
• 3:59
  is
• 3:59
  all
• 3:59
  about
• 3:59
  curiosity,
• 4:00
  and
• 4:00
  remember
• 4:01
  what
• 4:01
  we
• 4:01
  talked
• 4:01
  about,
• 4:01
  assumption
• 4:01
  versus
• 4:02
  curiosity.
• 4:03
  The
• 4:03
  final
• 4:03
  option
• 4:04
  here
• 4:04
  is
• 4:04
  to
• 4:04
  pause
• 4:05
  and
• 4:05
  reassess.
• 4:06
  This
• 4:06
  is
• 4:06
  what
• 4:06
  curiosity
• 4:07
  looks
• 4:07
  like
• 4:07
  in
• 4:07
  practice.
• 4:08
  So
• 4:08
  instead
• 4:08
  of
• 4:08
  how
• 4:09
  do
• 4:09
  we
• 4:09
  push
• 4:09
  this
• 4:09
  harder,
• 4:10
  it
• 4:10
  asks,
• 4:11
  what
• 4:11
  might
• 4:11
  we
• 4:11
  be
• 4:11
  getting
• 4:12
  wrong
• 4:12
  here?
• 4:12
  And
• 4:13
  that
• 4:13
  leads
• 4:14
  to
• 4:14
  better
• 4:14
  questions.
• 4:15
  Does
• 4:15
  this
• 4:16
  fit
• 4:16
  the
• 4:16
  workflow?
• 4:17
  Is
• 4:17
  the
• 4:17
  value
• 4:18
  that
• 4:18
  we're
• 4:18
  offering
• 4:19
  landing
• 4:20
  in
• 4:20
  a
• 4:20
  coherent
• 4:21
  manner?
• 4:21
  Are
• 4:21
  we
• 4:22
  speaking
• 4:22
  to
• 4:22
  the
• 4:22
  right
• 4:22
  people?
• 4:23
  Is
• 4:23
  this
• 4:24
  a
• 4:24
  priority,
• 4:25
  in
• 4:25
  this
• 4:25
  specific
• 4:26
  system?
• 4:27
  I
• 4:27
  think
• 4:27
  what
• 4:28
  this
• 4:28
  demonstrates
• 4:29
  is
• 4:29
  the
• 4:29
  option
• 4:30
  D
• 4:30
  is
• 4:30
  the
• 4:31
  most
• 4:31
  aligned
• 4:32
  with
• 4:33
  the
• 4:33
  right
• 4:33
  mindset
• 4:34
  that
• 4:34
  you
• 4:34
  need
• 4:34
  to
• 4:35
  drive
• 4:35
  an
• 4:35
  international
• 4:36
  med
• 4:37
  tech
• 4:37
  business.
• 4:37
  And
• 4:38
  the
• 4:38
  real
• 4:38
  takeaway
• 4:39
  is
• 4:39
  this.
• 4:39
  These
• 4:40
  are
• 4:40
  not
• 4:40
  just
• 4:40
  different
• 4:40
  options.
• 4:41
  These
• 4:41
  are
• 4:42
  different
• 4:42
  interpretations
• 4:44
  of
• 4:44
  the
• 4:44
  same
• 4:44
  situation,
• 4:45
  and
• 4:45
  those
• 4:46
  interpretations
• 4:47
  come
• 4:47
  from
• 4:47
  mindset
• 4:48
  and.
• 4:49
  If
• 4:49
  you're
• 4:49
  taking
• 4:50
  one
• 4:50
  thing
• 4:51
  away
• 4:51
  from
• 4:51
  this
• 4:51
  episode,
• 4:52
  it's
• 4:52
  this,
• 4:53
  before
• 4:53
  you
• 4:53
  decide
• 4:54
  what
• 4:54
  to
• 4:54
  do,
• 4:54
  next
• 4:55
  question
• 4:56
  how
• 4:56
  you're
• 4:56
  actually
• 4:57
  seeing
• 4:57
  the
• 4:57
  problem,
• 4:58
  and
• 4:58
  ask
• 4:58
  yourself,
• 4:59
  what
• 5:00
  am
• 5:00
  I
• 5:00
  assuming
• 5:01
  here?
• 5:01
  Don't
• 5:01
  sit
• 5:01
  in
• 5:01
  the
• 5:02
  room
• 5:02
  or
• 5:02
  round
• 5:02
  a
• 5:02
  table
• 5:03
  guessing.
• 5:04
  Go
• 5:04
  and
• 5:04
  ask
• 5:04
  the
• 5:04
  people
• 5:05
  who
• 5:05
  are
• 5:05
  actually
• 5:05
  making
• 5:06
  the
• 5:06
  decisions.
• 5:07
  And
• 5:07
  test
• 5:07
  it,
• 5:08
  because
• 5:08
  the
• 5:09
  answer
• 5:09
  is
• 5:10
  usually
• 5:10
  not
• 5:11
  in
• 5:11
  doing
• 5:11
  more
• 5:12
  things.
• 5:12
  I
• 5:12
  eat,
• 5:12
  more
• 5:12
  activity.
• 5:13
  It's
• 5:13
  in
• 5:13
  understanding
• 5:14
  where
• 5:14
  things
• 5:15
  are
• 5:15
  actually
• 5:15
  breaking
• 5:16
  down
• 5:16
  and
• 5:16
  not
• 5:17
  leading
• 5:17
  to
• 5:18
  adoption.
• 5:18
  So
• 5:18
  if
• 5:19
  you
• 5:19
  are
• 5:19
  in
• 5:19
  this
• 5:19
  situation
• 5:20
  right
• 5:20
  now,
• 5:20
  here's
• 5:21
  a
• 5:21
  simple
• 5:21
  three
• 5:22
  step
• 5:22
  way
• 5:23
  to
• 5:23
  approach
• 5:24
  any
• 5:24
  decision.
• 5:25
  Step
• 5:25
  one,
• 5:26
  identify
• 5:27
  where
• 5:27
  it's
• 5:28
  breaking
• 5:28
  first.
• 5:29
  Don't
• 5:29
  look
• 5:29
  at
• 5:29
  the
• 5:29
  whole
• 5:29
  market.
• 5:30
  Find
• 5:30
  where
• 5:31
  things
• 5:31
  are
• 5:32
  actually
• 5:32
  breaking
• 5:32
  down.
• 5:33
  it
• 5:33
  breaking
• 5:34
  down
• 5:34
  after
• 5:34
  the
• 5:34
  first
• 5:34
  meeting?
• 5:35
  Is
• 5:35
  it
• 5:35
  breaking
• 5:35
  down
• 5:36
  during
• 5:36
  trials?
• 5:37
  Is
• 5:37
  it
• 5:37
  breaking
• 5:37
  down
• 5:37
  when
• 5:38
  procurement
• 5:38
  gets
• 5:38
  involved?,
• 5:39
  Because
• 5:39
  just
• 5:40
  saying
• 5:40
  it's
• 5:40
  not
• 5:41
  converting
• 5:41
  is
• 5:42
  far
• 5:42
  too
• 5:42
  vague.
• 5:43
  You
• 5:43
  need
• 5:43
  to
• 5:43
  know
• 5:44
  where
• 5:45
  it's
• 5:45
  stopping.
• 5:46
  Then
• 5:47
  you
• 5:47
  wanna
• 5:47
  move
• 5:47
  on
• 5:47
  to
• 5:47
  step
• 5:48
  two,
• 5:48
  work
• 5:49
  out
• 5:49
  why
• 5:49
  it
• 5:49
  breaks.
• 5:50
  Because
• 5:50
  once
• 5:51
  you
• 5:51
  know
• 5:51
  where
• 5:52
  it's
• 5:52
  stalling,
• 5:53
  then
• 5:53
  ask
• 5:54
  yourself
• 5:54
  what
• 5:55
  seems
• 5:55
  to
• 5:55
  be
• 5:55
  causing
• 5:56
  that
• 5:56
  hesitation?
• 5:57
  What
• 5:57
  objection
• 5:58
  keeps
• 5:58
  coming
• 5:58
  up?
• 5:59
  What
• 5:59
  part
• 6:00
  of
• 6:00
  the
• 6:00
  process
• 6:01
  is
• 6:01
  creating
• 6:01
  friction
• 6:02
  and
• 6:02
  what
• 6:02
  are
• 6:03
  we
• 6:03
  assuming
• 6:03
  here
• 6:04
  that
• 6:04
  may
• 6:04
  not
• 6:05
  be
• 6:05
  true?
• 6:05
  So
• 6:05
  for
• 6:05
  example,
• 6:06
  if
• 6:06
  things
• 6:07
  are
• 6:07
  breaking
• 6:07
  during
• 6:07
  clinical
• 6:08
  evaluation,
• 6:09
  go
• 6:09
  and
• 6:09
  ask
• 6:09
  a
• 6:09
  clinicians
• 6:10
  to
• 6:10
  walk
• 6:10
  you
• 6:10
  through
• 6:10
  how
• 6:11
  they
• 6:11
  would
• 6:11
  actually
• 6:11
  use
• 6:12
  it
• 6:12
  in
• 6:12
  their
• 6:13
  workflow.
• 6:13
  If
• 6:14
  things
• 6:14
  are
• 6:14
  breaking,
• 6:15
  when
• 6:15
  procurement
• 6:16
  gets
• 6:16
  involved,
• 6:17
  speed
• 6:17
  to
• 6:17
  procurement
• 6:18
  or
• 6:18
  finance
• 6:18
  and
• 6:19
  understand
• 6:19
  how
• 6:20
  they're
• 6:20
  evaluating
• 6:20
  it.
• 6:21
  And
• 6:21
  if
• 6:21
  things
• 6:22
  are
• 6:22
  breaking
• 6:22
  after
• 6:23
  initial
• 6:23
  interest,
• 6:23
  ask
• 6:24
  them
• 6:24
  directly.
• 6:24
  What's
• 6:25
  stopping
• 6:25
  this
• 6:25
  from
• 6:25
  moving
• 6:26
  forward
• 6:26
  right
• 6:26
  now,
• 6:27
  because
• 6:27
  this
• 6:27
  is
• 6:28
  the
• 6:28
  shift.
• 6:28
  But
• 6:29
  what
• 6:29
  you're
• 6:29
  trying
• 6:29
  to
• 6:29
  do
• 6:29
  is
• 6:30
  move
• 6:30
  from
• 6:30
  assuming
• 6:31
  internally
• 6:32
  and
• 6:32
  then
• 6:32
  making
• 6:32
  the
• 6:33
  wrong
• 6:33
  decisions,
• 6:33
  and
• 6:33
  working
• 6:34
  on
• 6:34
  the
• 6:34
  wrong
• 6:34
  things
• 6:34
  to
• 6:35
  learning
• 6:35
  externally.
• 6:36
  By
• 6:36
  simply
• 6:37
  going
• 6:37
  back
• 6:37
  to
• 6:37
  the
• 6:37
  market
• 6:38
  and
• 6:38
  asking
• 6:39
  And
• 6:39
  then
• 6:39
  once
• 6:39
  you've
• 6:40
  understood
• 6:41
  where
• 6:41
  it's
• 6:41
  breaking
• 6:42
  and
• 6:43
  why
• 6:43
  it's
• 6:43
  breaking,
• 6:44
  then
• 6:45
  you
• 6:45
  want
• 6:45
  to
• 6:46
  Move
• 6:46
  on
• 6:46
  to
• 6:46
  step
• 6:47
  three.
• 6:47
  adjust
• 6:48
  what
• 6:48
  you're
• 6:49
  doing.
• 6:49
  then
• 6:50
  you
• 6:50
  can
• 6:50
  change
• 6:50
  something
• 6:51
  and
• 6:51
  test
• 6:51
  again.
• 6:52
  And
• 6:52
  I'm
• 6:52
  not
• 6:52
  talking
• 6:52
  about
• 6:52
  a
• 6:53
  full
• 6:53
  relaunch
• 6:53
  of
• 6:54
  what
• 6:54
  you're
• 6:54
  doing.
• 6:54
  Just
• 6:55
  small
• 6:55
  adjustments.
• 6:56
  So
• 6:56
  you
• 6:57
  will
• 6:57
  look
• 6:57
  at
• 6:57
  messaging,
• 6:58
  you
• 6:58
  look
• 6:58
  at
• 6:58
  positioning,
• 6:59
  you'll
• 6:59
  look
• 6:59
  at
• 6:59
  who
• 6:59
  you're
• 6:59
  targeting,
• 7:00
  and
• 7:01
  then
• 7:01
  you
• 7:01
  are
• 7:01
  test
• 7:01
  it
• 7:01
  again
• 7:02
  because
• 7:02
  this
• 7:02
  isn't
• 7:03
  about
• 7:03
  getting
• 7:03
  it
• 7:03
  perfect,
• 7:04
  and
• 7:05
  it's
• 7:05
  definitely
• 7:05
  not
• 7:05
  about
• 7:05
  waiting
• 7:06
  and
• 7:06
  procrastinating
• 7:06
  either.
• 7:07
  It's
• 7:07
  about
• 7:07
  getting
• 7:08
  closer
• 7:08
  to
• 7:08
  what
• 7:09
  actually
• 7:09
  works.
• 7:10
  That
• 7:10
  again,
• 7:11
  is
• 7:11
  this
• 7:11
  shift.
• 7:12
  From
• 7:12
  assuming
• 7:13
  and
• 7:14
  pushing
• 7:14
  harder
• 7:15
  to
• 7:15
  testing
• 7:16
  and
• 7:16
  adjusting
• 7:17
  based
• 7:18
  on
• 7:18
  reality.
• 7:19
  Now
• 7:19
  in
• 7:19
  this
• 7:19
  episode,
• 7:20
  we've
• 7:20
  looked
• 7:21
  at
• 7:21
  how
• 7:21
  mindset
• 7:22
  shows
• 7:22
  up
• 7:23
  in
• 7:23
  decisions,
• 7:24
  and
• 7:24
  specifically
• 7:24
  in
• 7:24
  this
• 7:25
  decision
• 7:25
  scenario
• 7:26
  and
• 7:26
  how
• 7:26
  to
• 7:26
  respond
• 7:27
  when
• 7:27
  something
• 7:28
  isn't
• 7:28
  converting.
• 7:29
  And
• 7:29
  in
• 7:29
  the
• 7:29
  next
• 7:30
  episode,
• 7:30
  we'll
• 7:30
  take
• 7:31
  this
• 7:31
  one
• 7:31
  step
• 7:31
  further,
• 7:32
  not
• 7:32
  just
• 7:32
  how
• 7:32
  to
• 7:33
  react
• 7:33
  to
• 7:33
  one
• 7:33
  situation
• 7:34
  like
• 7:34
  this,
• 7:35
  but
• 7:35
  how
• 7:35
  to
• 7:36
  build
• 7:36
  this
• 7:36
  into
• 7:36
  a
• 7:36
  repeatable
• 7:37
  approach
• 7:37
  that
• 7:38
  you
• 7:38
  can
• 7:38
  use
• 7:38
  across
• 7:39
  markets.
• 7:39
  Because
• 7:40
  getting
• 7:41
  to
• 7:41
  the
• 7:41
  right
• 7:41
  answer
• 7:41
  once
• 7:42
  is
• 7:42
  useful.
• 7:43
  Doing
• 7:43
  it
• 7:43
  consistently
• 7:44
  is
• 7:44
  what
• 7:45
  actually
• 7:45
  drive
• 7:46
  growth.
• 7:47
  Because
• 7:47
  as
• 7:47
  I
• 7:47
  always
• 7:48
  say,
• 7:48
  ultimately
• 7:49
  everything
• 7:49
  we've
• 7:50
  talked
• 7:50
  about
• 7:50
  here
• 7:51
  only
• 7:51
  matters
• 7:51
  if
• 7:52
  it
• 7:52
  leads
• 7:52
  to
• 7:53
  real
• 7:53
  world
• 7:53
  use,
• 7:54
  and
• 7:54
  if
• 7:54
  it
• 7:54
  doesn't
• 7:55
  get
• 7:55
  used,
• 7:56
  it
• 7:56
  doesn't
• 7:56
  matter.
• 7:57
  And
• 7:57
  if
• 7:57
  you're
• 7:57
  building
• 7:58
  a
• 7:58
  MedTech
• 7:58
  business
• 7:59
  and
• 7:59
  you're
• 7:59
  not
• 8:00
  sure
• 8:00
  whether
• 8:00
  your
• 8:01
  next
• 8:01
  move
• 8:01
  should
• 8:02
  be
• 8:02
  around
• 8:02
  evidence,
• 8:03
  market
• 8:03
  access,
• 8:04
  commercialization,
• 8:05
  distributor
• 8:06
  strategy,
• 8:06
  or
• 8:06
  adoption.
• 8:07
  Don't
• 8:07
  guess.
• 8:08
  Booker
• 8:09
  Healthcare
• 8:09
  export
• 8:10
  accelerated
• 8:10
  diagnostic
• 8:11
  Call
• 8:11
  with
• 8:11
  me.
• 8:12
  Use
• 8:12
  the
• 8:12
  link
• 8:13
  in
• 8:13
  the
• 8:13
  show
• 8:13
  notes
• 8:14
  and
• 8:14
  in
• 8:14
  that
• 8:14
  session
• 8:15
  I'll
• 8:15
  help
• 8:15
  you
• 8:15
  identify
• 8:16
  the
• 8:16
  specific
• 8:16
  constraints
• 8:17
  blocking
• 8:18
  your
• 8:18
  momentum
• 8:18
  and
• 8:18
  the
• 8:18
  commercial
• 8:19
  move,
• 8:19
  most
• 8:20
  likely
• 8:20
  to
• 8:21
  unlock
• 8:21
  your
• 8:21
  progress.
• 8:22
  Until
• 8:22
  next
• 8:23
  time.
• 8:23
  Thanks
• 8:23
  for
• 8:23
  listening.
• 8:24
  Keep
• 8:24
  challenging
• 8:25
  your
• 8:25
  assumptions
• 8:26
  and
• 8:26
  keep
• 8:27
  growing.