Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #189 | What If Everything You Assumed About Feedback Is Wrong, And It’s Costing You Medical Device Sales?

Transcript

#189 | What If Everything You Assumed About Feedback Is Wrong, And It’s Costing You Medical Device Sales? · 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
  you'll
• 0:01
  find
• 0:01
  out
• 0:01
  how
• 0:02
  to
• 0:02
  decode
• 0:02
  feedback
• 0:03
  so
• 0:03
  that
• 0:03
  you
• 0:03
  can
• 0:03
  secure
• 0:04
  faster
• 0:04
  adoption
• 0:05
  with
• 0:05
  your
• 0:05
  medical
• 0:06
  device.
• 0:07
  Welcome
• 0:07
  to
• 0:07
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:09
  podcast
• 0:10
  helping
• 0:10
  clinicians
• 0:11
  simplify
• 0:11
  your
• 0:12
  go-to-market
• 0:12
  strategy
• 0:13
  so
• 0:13
  that
• 0:13
  you
• 0:13
  can
• 0:14
  stop
• 0:14
  guessing
• 0:15
  and
• 0:15
  turn
• 0:15
  your
• 0:16
  working
• 0:16
  prototypes
• 0:17
  into
• 0:17
  international
• 0:18
  MedTech
• 0:18
  businesses.
• 0:19
  I'm
• 0:19
  your
• 0:19
  host,
• 0:20
  Hakeem
• 0:20
  Aade.
• 0:21
  Let's
• 0:22
  get
• 0:22
  started.
• 0:23
  By
• 0:23
  listening
• 0:23
  to
• 0:23
  this
• 0:23
  episode,
• 0:24
  you'll
• 0:24
  discover,
• 0:25
  number
• 0:25
  one,
• 0:26
  how
• 0:26
  to
• 0:26
  break
• 0:26
  down
• 0:26
  feedback
• 0:27
  to
• 0:27
  uncover
• 0:27
  real
• 0:27
  challenges.
• 0:28
  Number
• 0:28
  two,
• 0:28
  what
• 0:29
  specific
• 0:29
  questions
• 0:30
  that
• 0:30
  you
• 0:30
  need
• 0:30
  to
• 0:30
  ask
• 0:31
  to
• 0:31
  clarify
• 0:32
  concerns.
• 0:32
  And
• 0:32
  number
• 0:33
  three,
• 0:33
  what
• 0:33
  to
• 0:33
  do
• 0:33
  once
• 0:34
  you
• 0:34
  have
• 0:34
  all
• 0:34
  the
• 0:35
  relevant
• 0:35
  information.
• 0:36
  So
• 0:36
  in
• 0:36
  the
• 0:36
  last
• 0:37
  episode,
• 0:37
  we
• 0:37
  talked
• 0:38
  about,
• 0:38
  making
• 0:39
  sure
• 0:39
  that
• 0:39
  you
• 0:40
  asked
• 0:40
  the
• 0:40
  one
• 0:41
  real
• 0:41
  question
• 0:41
  that
• 0:42
  is
• 0:42
  gonna
• 0:42
  enable
• 0:43
  you
• 0:43
  to
• 0:43
  understand
• 0:44
  what
• 0:44
  your
• 0:44
  challenge
• 0:45
  is.
• 0:45
  And
• 0:46
  what
• 0:46
  we
• 0:46
  landed
• 0:47
  on
• 0:47
  was,
• 0:47
  the
• 0:47
  one
• 0:48
  question
• 0:48
  was,
• 0:48
  why
• 0:49
  isn't
• 0:49
  this
• 0:50
  being
• 0:50
  pulled
• 0:50
  through?
• 0:50
  And
• 0:51
  then
• 0:51
  moving
• 0:51
  on
• 0:52
  from
• 0:52
  there,
• 0:52
  and
• 0:53
  I
• 0:53
  said
• 0:53
  that
• 0:53
  obviously
• 0:54
  one
• 0:54
  of
• 0:54
  the
• 0:54
  things
• 0:55
  that
• 0:55
  you
• 0:55
  need
• 0:55
  to
• 0:55
  do
• 0:55
  is
• 0:55
  go
• 0:55
  back
• 0:56
  to
• 0:56
  the
• 0:56
  market
• 0:56
  and
• 0:57
  ask
• 0:57
  that
• 0:57
  question.
• 0:58
  And
• 0:58
  that's
• 0:58
  still
• 0:59
  true,
• 0:59
  but
• 1:00
  here's
• 1:00
  where
• 1:01
  it
• 1:01
  can
• 1:01
  break.
• 1:02
  I
• 1:02
  would
• 1:02
  hope
• 1:03
  that
• 1:03
  most
• 1:03
  people
• 1:03
  know
• 1:03
  that
• 1:03
  you've
• 1:04
  gotta
• 1:04
  go
• 1:04
  back
• 1:04
  to
• 1:04
  the
• 1:05
  market
• 1:05
  and
• 1:05
  get
• 1:05
  the
• 1:05
  answer,
• 1:06
  but
• 1:06
  you
• 1:06
  don't
• 1:06
  always
• 1:06
  know.
• 1:07
  So
• 1:07
  you
• 1:07
  go
• 1:07
  back
• 1:07
  to
• 1:07
  the
• 1:07
  market,
• 1:08
  you
• 1:08
  ask,
• 1:08
  you
• 1:09
  get
• 1:09
  an
• 1:09
  answer,
• 1:09
  but
• 1:10
  then
• 1:10
  you
• 1:11
  act
• 1:11
  immediately
• 1:12
  on
• 1:12
  something
• 1:12
  that
• 1:12
  they
• 1:13
  say
• 1:13
  to
• 1:13
  you
• 1:14
  because
• 1:14
  it
• 1:14
  sounds
• 1:14
  right,
• 1:15
  but
• 1:15
  it's
• 1:15
  not
• 1:15
  actually
• 1:16
  the
• 1:16
  problem.
• 1:17
  So
• 1:17
  lemme
• 1:17
  just
• 1:18
  work
• 1:18
  for
• 1:18
  an
• 1:18
  example
• 1:18
  just
• 1:18
  to
• 1:18
  explain
• 1:19
  what
• 1:19
  I
• 1:19
  mean.
• 1:19
  So
• 1:19
  let's
• 1:19
  say
• 1:20
  for
• 1:20
  example,
• 1:20
  you're
• 1:20
  in
• 1:20
  a
• 1:20
  new
• 1:20
  market,
• 1:21
  you've
• 1:21
  got
• 1:21
  clinical
• 1:22
  interest,
• 1:22
  you've
• 1:22
  got.
• 1:23
  Trials
• 1:23
  running
• 1:24
  and
• 1:24
  people
• 1:24
  are
• 1:24
  saying,
• 1:24
  this
• 1:24
  is
• 1:24
  really
• 1:25
  good.
• 1:25
  And
• 1:25
  in
• 1:26
  turn,
• 1:26
  therefore
• 1:27
  you
• 1:27
  think,
• 1:27
  yeah,
• 1:27
  we're
• 1:27
  close
• 1:28
  because
• 1:28
  you've
• 1:28
  got
• 1:28
  the
• 1:28
  trials
• 1:29
  going,
• 1:29
  and
• 1:29
  sooner
• 1:29
  or
• 1:29
  later
• 1:30
  someone's
• 1:30
  gonna
• 1:31
  start
• 1:31
  using
• 1:31
  it.
• 1:32
  But
• 1:32
  then
• 1:32
  nothing
• 1:32
  converts.
• 1:33
  So
• 1:33
  you
• 1:33
  then
• 1:34
  go
• 1:34
  back
• 1:34
  to
• 1:34
  market
• 1:35
  and
• 1:35
  you
• 1:35
  ask,
• 1:35
  what's
• 1:36
  preventing
• 1:36
  it
• 1:36
  from
• 1:36
  pulling
• 1:36
  through?
• 1:37
  You've
• 1:37
  asked
• 1:37
  yourself
• 1:37
  internally,
• 1:38
  you've
• 1:38
  then
• 1:38
  gone
• 1:39
  to
• 1:39
  market
• 1:39
  and
• 1:39
  asked
• 1:39
  that,
• 1:39
  and
• 1:39
  you
• 1:39
  then
• 1:40
  you've
• 1:40
  gone
• 1:40
  further
• 1:40
  and
• 1:40
  said,
• 1:41
  right,
• 1:41
  what's
• 1:41
  stopping
• 1:41
  this
• 1:42
  from
• 1:42
  moving
• 1:42
  forward?
• 1:42
  And
• 1:43
  the
• 1:43
  feedback
• 1:44
  that
• 1:44
  comes
• 1:44
  back
• 1:44
  is,
• 1:44
  oh,
• 1:44
  well,
• 1:45
  it
• 1:45
  doesn't
• 1:45
  fit
• 1:45
  into
• 1:45
  our
• 1:45
  workflow.
• 1:46
  And
• 1:46
  I'm
• 1:46
  pretty
• 1:47
  sure
• 1:47
  you've
• 1:47
  heard
• 1:47
  that
• 1:47
  at
• 1:48
  some
• 1:48
  point
• 1:48
  if
• 1:48
  you
• 1:49
  are
• 1:49
  introducing,
• 1:50
  a
• 1:50
  medical
• 1:50
  device
• 1:50
  into
• 1:51
  a
• 1:51
  market,
• 1:51
  'cause
• 1:51
  that's
• 1:51
  what
• 1:52
  lots
• 1:52
  of
• 1:52
  clinicians
• 1:52
  say.
• 1:53
  And
• 1:53
  it
• 1:53
  could
• 1:53
  be
• 1:53
  a
• 1:53
  fob
• 1:54
  off,
• 1:54
  it
• 1:54
  could
• 1:54
  actually
• 1:54
  be
• 1:54
  true.
• 1:55
  But
• 1:55
  the
• 1:55
  point
• 1:55
  is
• 1:56
  that
• 1:56
  this
• 1:57
  is
• 1:57
  where
• 1:57
  people
• 1:58
  then
• 1:58
  go
• 1:58
  wrong.
• 1:59
  Because
• 1:59
  again,
• 1:59
  people
• 2:00
  then
• 2:00
  start
• 2:00
  to
• 2:00
  assume.
• 2:00
  And
• 2:01
  remember
• 2:01
  what
• 2:01
  I
• 2:01
  was
• 2:01
  talking
• 2:01
  about
• 2:02
  in
• 2:02
  the
• 2:02
  last
• 2:02
  episode
• 2:03
  was
• 2:03
  diagnosis
• 2:04
  rather
• 2:04
  than
• 2:04
  an
• 2:04
  assumption.
• 2:05
  And
• 2:05
  you
• 2:05
  may
• 2:05
  think
• 2:06
  that
• 2:06
  if
• 2:06
  you've
• 2:06
  gone
• 2:06
  to
• 2:06
  the
• 2:06
  market
• 2:07
  and
• 2:07
  you've
• 2:07
  asked,
• 2:07
  and
• 2:07
  they've
• 2:07
  said
• 2:07
  workflow,
• 2:08
  then
• 2:08
  you're
• 2:08
  not
• 2:08
  assuming
• 2:09
  anything.
• 2:09
  But
• 2:09
  even
• 2:10
  when
• 2:10
  they
• 2:10
  say
• 2:10
  it's
• 2:10
  a
• 2:11
  workflow
• 2:11
  issue,
• 2:11
  that
• 2:12
  can
• 2:12
  lead
• 2:13
  to
• 2:13
  assumption
• 2:14
  because
• 2:14
  what
• 2:14
  does
• 2:15
  that
• 2:15
  mean?
• 2:15
  Because
• 2:15
  what
• 2:15
  happens
• 2:16
  in
• 2:16
  lots
• 2:17
  of
• 2:17
  organizations,
• 2:18
  these,
• 2:18
  when
• 2:18
  they
• 2:18
  hear,
• 2:18
  it
• 2:19
  doesn't
• 2:19
  fit
• 2:19
  into
• 2:19
  our
• 2:19
  workflow.
• 2:20
  There's
• 2:20
  like
• 2:20
  three
• 2:21
  or
• 2:21
  four
• 2:21
  things
• 2:21
  that
• 2:22
  are
• 2:22
  in
• 2:22
  the
• 2:22
  mind
• 2:22
  number.
• 2:22
  The
• 2:22
  first
• 2:23
  thing
• 2:23
  is
• 2:23
  we
• 2:23
  need
• 2:23
  to
• 2:23
  adapt
• 2:24
  the
• 2:24
  product,
• 2:24
  the
• 2:24
  process,
• 2:25
  IE,
• 2:25
  we
• 2:25
  add
• 2:26
  features,
• 2:26
  change
• 2:27
  how
• 2:27
  it's
• 2:27
  used,
• 2:27
  and
• 2:28
  then
• 2:28
  try
• 2:28
  and
• 2:28
  force
• 2:28
  it
• 2:28
  into
• 2:29
  the
• 2:29
  workflow
• 2:29
  without
• 2:30
  really
• 2:30
  understanding
• 2:30
  what
• 2:31
  the
• 2:31
  workflow
• 2:31
  is.
• 2:31
  But
• 2:32
  the
• 2:32
  issue
• 2:32
  here
• 2:32
  is
• 2:33
  there's
• 2:33
  a
• 2:33
  risk
• 2:33
  of
• 2:33
  over-engineering
• 2:34
  the
• 2:35
  wrong
• 2:35
  solution.
• 2:35
  The
• 2:35
  second
• 2:36
  thing
• 2:36
  that
• 2:36
  people
• 2:37
  think
• 2:37
  when
• 2:37
  they
• 2:38
  hear
• 2:38
  this
• 2:38
  is,
• 2:39
  oh,
• 2:39
  the
• 2:39
  market's
• 2:39
  just
• 2:39
  not
• 2:40
  ready.
• 2:40
  Is
• 2:40
  it?
• 2:40
  So
• 2:40
  they'll
• 2:41
  eventually
• 2:41
  get
• 2:41
  it.
• 2:42
  We
• 2:42
  just
• 2:42
  need
• 2:42
  more
• 2:42
  time.
• 2:42
  So
• 2:42
  they'll
• 2:42
  just
• 2:43
  keep
• 2:43
  doing
• 2:43
  the
• 2:43
  same
• 2:44
  thing
• 2:44
  and
• 2:45
  then
• 2:45
  they
• 2:45
  start
• 2:45
  losing
• 2:45
  momentum
• 2:46
  'cause
• 2:46
  they're
• 2:46
  not
• 2:46
  getting
• 2:46
  anywhere.
• 2:47
  I'm
• 2:47
  hoping
• 2:47
  that
• 2:47
  nobody
• 2:48
  would
• 2:48
  do
• 2:48
  that
• 2:49
  because
• 2:50
  if
• 2:50
  someone's
• 2:50
  told
• 2:50
  you.
• 2:51
  That
• 2:51
  it's
• 2:51
  a
• 2:51
  workflow
• 2:51
  issue
• 2:52
  or
• 2:52
  any
• 2:52
  issue
• 2:52
  actually
• 2:53
  thinking
• 2:53
  the
• 2:53
  market
• 2:54
  just
• 2:54
  isn't
• 2:54
  ready
• 2:54
  is
• 2:54
  always
• 2:55
  a
• 2:55
  bad
• 2:56
  choice.
• 2:56
  The
• 2:56
  third
• 2:57
  thing
• 2:57
  that
• 2:57
  some
• 2:58
  people
• 2:58
  think
• 2:58
  is,
• 2:58
  well,
• 2:58
  this
• 2:59
  is
• 2:59
  just
• 2:59
  how
• 2:59
  the
• 2:59
  market
• 2:59
  is.
• 3:00
  So
• 3:00
  you
• 3:00
  then
• 3:01
  say,
• 3:01
  well,
• 3:01
  it's
• 3:01
  the
• 3:01
  system.
• 3:02
  Oh,
• 3:02
  it's
• 3:02
  the
• 3:02
  country.
• 3:03
  Oh,
• 3:04
  it's
• 3:04
  procurement.
• 3:04
  Don't
• 3:04
  want
• 3:04
  to
• 3:05
  change.
• 3:05
  And
• 3:06
  the
• 3:06
  issue
• 3:06
  and
• 3:06
  the
• 3:07
  risk
• 3:07
  with
• 3:07
  that.
• 3:07
  If
• 3:08
  the,
• 3:08
  actually
• 3:08
  it
• 3:09
  may
• 3:09
  be
• 3:09
  a
• 3:09
  solvable
• 3:09
  problem,
• 3:10
  but
• 3:10
  because
• 3:10
  you
• 3:10
  haven't
• 3:10
  dived
• 3:11
  any
• 3:11
  deeper,
• 3:11
  you're
• 3:12
  then
• 3:12
  writing
• 3:12
  off
• 3:13
  a
• 3:13
  problem
• 3:13
  that
• 3:13
  you
• 3:13
  could
• 3:14
  potentially
• 3:14
  solve
• 3:14
  or
• 3:15
  for,
• 3:15
  you
• 3:15
  could
• 3:15
  always
• 3:16
  go
• 3:16
  back
• 3:16
  to
• 3:16
  blaming
• 3:17
  the
• 3:17
  distributor
• 3:17
  and
• 3:18
  that's
• 3:18
  an
• 3:18
  easy
• 3:18
  one
• 3:19
  and
• 3:19
  lots
• 3:19
  of
• 3:20
  people
• 3:20
  do
• 3:20
  it
• 3:20
  and
• 3:20
  I
• 3:21
  know
• 3:21
  that
• 3:21
  you
• 3:21
  won't.
• 3:22
  Now,
• 3:22
  the
• 3:22
  issue
• 3:23
  is
• 3:23
  none
• 3:23
  of
• 3:24
  those
• 3:24
  fix
• 3:25
  the
• 3:25
  problem
• 3:25
  because
• 3:26
  workflow
• 3:26
  really
• 3:27
  doesn't
• 3:27
  tell
• 3:28
  you
• 3:28
  anything,
• 3:28
  does
• 3:28
  it?
• 3:28
  So
• 3:29
  therefore
• 3:29
  you
• 3:29
  have
• 3:29
  to
• 3:30
  go
• 3:30
  a
• 3:30
  bit
• 3:30
  deeper
• 3:31
  because
• 3:31
  workflow
• 3:31
  doesn't
• 3:32
  really
• 3:32
  tell
• 3:32
  you
• 3:32
  anything.
• 3:33
  Actually,
• 3:33
  it
• 3:33
  sounds
• 3:34
  specific,
• 3:35
  but
• 3:35
  it's
• 3:35
  not.
• 3:35
  It's
• 3:35
  vague.
• 3:36
  And
• 3:36
  that
• 3:36
  then
• 3:36
  leaves
• 3:37
  the
• 3:37
  space
• 3:38
  for
• 3:39
  assumptions.
• 3:39
  And
• 3:39
  then
• 3:40
  you
• 3:40
  running
• 3:40
  off
• 3:40
  on
• 3:40
  the
• 3:40
  wrong
• 3:41
  track.
• 3:41
  I'm
• 3:41
  pretty
• 3:42
  sure,
• 3:42
  You've
• 3:43
  probably
• 3:43
  all
• 3:43
  seen,
• 3:44
  that
• 3:44
  picture
• 3:44
  when
• 3:44
  we're
• 3:44
  talking
• 3:45
  about
• 3:45
  objection
• 3:45
  handling,
• 3:46
  and
• 3:46
  they
• 3:46
  show
• 3:46
  it
• 3:46
  like
• 3:47
  an
• 3:47
  iceberg,
• 3:47
  and
• 3:48
  the
• 3:48
  problem
• 3:48
  is
• 3:49
  on
• 3:49
  the
• 3:49
  surface
• 3:49
  of
• 3:49
  the
• 3:49
  iceberg.
• 3:50
  And
• 3:50
  then
• 3:50
  you've
• 3:50
  got
• 3:50
  the
• 3:51
  massive
• 3:51
  bit
• 3:51
  underneath,
• 3:52
  which
• 3:52
  is
• 3:53
  unknown.
• 3:53
  And
• 3:54
  that's
• 3:54
  the
• 3:54
  key
• 3:54
  thing
• 3:54
  that
• 3:54
  we're
• 3:55
  gonna
• 3:55
  talk
• 3:55
  about
• 3:55
  a
• 3:55
  bit
• 3:55
  here,
• 3:56
  because
• 3:56
  when
• 3:57
  somebody
• 3:57
  actually
• 3:57
  says
• 3:58
  workflow,
• 3:58
  what
• 3:58
  they
• 3:59
  actually
• 3:59
  mean,
• 3:59
  if
• 3:59
  they
• 4:00
  say,
• 4:00
  oh,
• 4:00
  it
• 4:00
  doesn't
• 4:00
  fit
• 4:01
  our
• 4:01
  workflow,
• 4:02
  they
• 4:02
  couldn't
• 4:02
  mean
• 4:02
  a
• 4:02
  plethora
• 4:02
  of
• 4:02
  things.
• 4:03
  They
• 4:03
  couldn't
• 4:03
  mean.
• 4:04
  Not
• 4:04
  just
• 4:04
  what
• 4:04
  we've
• 4:04
  just
• 4:05
  been
• 4:05
  through
• 4:05
  in
• 4:05
  terms
• 4:06
  of
• 4:06
  your
• 4:06
  thoughts,
• 4:07
  but
• 4:07
  what
• 4:07
  they
• 4:07
  could
• 4:08
  actually
• 4:08
  mean
• 4:08
  specifically
• 4:09
  is
• 4:10
  this
• 4:10
  adds
• 4:10
  step
• 4:10
  steps
• 4:11
  to
• 4:11
  what
• 4:11
  we
• 4:11
  already
• 4:11
  do.
• 4:11
  That's
• 4:12
  often
• 4:12
  what
• 4:12
  they
• 4:12
  mean.
• 4:13
  It's
• 4:13
  just
• 4:13
  like,
• 4:13
  well,
• 4:13
  we've
• 4:13
  got
• 4:13
  this
• 4:14
  process,
• 4:14
  you
• 4:14
  are
• 4:14
  gonna
• 4:15
  put,
• 4:15
  a
• 4:15
  product
• 4:16
  in,
• 4:16
  and
• 4:16
  now
• 4:16
  we
• 4:16
  have
• 4:16
  to
• 4:16
  do
• 4:17
  something
• 4:17
  additional
• 4:18
  to
• 4:18
  what
• 4:18
  we
• 4:18
  would
• 4:19
  normally
• 4:19
  do.
• 4:19
  Or
• 4:19
  it
• 4:20
  could
• 4:20
  mean
• 4:20
  that
• 4:20
  actually
• 4:21
  getting
• 4:21
  this
• 4:21
  process
• 4:22
  done
• 4:22
  requires
• 4:23
  somebody
• 4:23
  else
• 4:24
  to
• 4:24
  get
• 4:24
  involved.
• 4:25
  And
• 4:25
  I
• 4:25
  actually
• 4:26
  don't
• 4:26
  know
• 4:26
  who
• 4:26
  that
• 4:26
  is.
• 4:26
  It
• 4:27
  could
• 4:27
  mean
• 4:27
  this
• 4:27
  slows
• 4:28
  me
• 4:28
  down
• 4:28
  at
• 4:28
  a
• 4:28
  critical
• 4:28
  moment,
• 4:29
  which
• 4:29
  is
• 4:29
  similar
• 4:29
  to
• 4:29
  adding
• 4:30
  steps
• 4:30
  And
• 4:31
  it
• 4:31
  may
• 4:31
  not
• 4:31
  mean
• 4:31
  they
• 4:32
  actually
• 4:32
  add
• 4:32
  steps.
• 4:33
  You
• 4:33
  might
• 4:33
  actually
• 4:33
  reduce
• 4:34
  the
• 4:34
  steps,
• 4:34
  but
• 4:35
  it
• 4:35
  might
• 4:35
  still
• 4:35
  slow
• 4:36
  them
• 4:36
  down
• 4:36
  at
• 4:36
  a
• 4:36
  critical
• 4:36
  moment.
• 4:37
  And
• 4:37
  this
• 4:37
  is
• 4:37
  a
• 4:37
  really
• 4:38
  important
• 4:38
  thing
• 4:39
  'cause
• 4:39
  people
• 4:39
  always
• 4:40
  assume.
• 4:41
  I
• 4:41
  know
• 4:41
  not
• 4:41
  you,
• 4:41
  but
• 4:42
  some
• 4:42
  people
• 4:43
  assume
• 4:43
  that
• 4:43
  actually
• 4:44
  if
• 4:44
  I
• 4:44
  reduce
• 4:44
  the
• 4:44
  number
• 4:45
  of
• 4:45
  steps,
• 4:45
  then
• 4:45
  obviously
• 4:46
  I
• 4:46
  automatically
• 4:46
  speed
• 4:47
  up
• 4:47
  the
• 4:47
  process.
• 4:47
  That's
• 4:48
  not
• 4:48
  true.
• 4:48
  You
• 4:48
  could
• 4:48
  reduce
• 4:49
  the
• 4:49
  steps,
• 4:50
  but
• 4:50
  the
• 4:50
  step
• 4:50
  you've
• 4:50
  put
• 4:50
  in
• 4:51
  may
• 4:51
  be
• 4:51
  longer
• 4:52
  than
• 4:52
  the
• 4:52
  two
• 4:52
  steps
• 4:52
  you
• 4:52
  took
• 4:53
  out.
• 4:53
  So
• 4:54
  you
• 4:54
  need
• 4:54
  to
• 4:54
  understand
• 4:55
  that.
• 4:55
  Especially
• 4:55
  if
• 4:56
  it's
• 4:56
  a
• 4:56
  critical
• 4:56
  moment
• 4:57
  that
• 4:57
  it
• 4:57
  slows
• 4:57
  you
• 4:57
  down
• 4:58
  up.
• 4:58
  And
• 4:59
  the
• 4:59
  last
• 4:59
  one,
• 4:59
  and
• 5:00
  there's
• 5:00
  loads,
• 5:00
  but
• 5:00
  the
• 5:01
  last
• 5:01
  example
• 5:01
  I
• 5:01
  could
• 5:01
  give
• 5:02
  is
• 5:02
  that
• 5:02
  it
• 5:02
  may
• 5:03
  also
• 5:03
  mean
• 5:03
  this
• 5:04
  isn't
• 5:04
  important
• 5:05
  enough
• 5:05
  to
• 5:05
  change
• 5:05
  how
• 5:06
  we
• 5:06
  currently
• 5:06
  work.
• 5:07
  And
• 5:07
  I've
• 5:07
  just
• 5:08
  been
• 5:08
  through
• 5:08
  those
• 5:08
  and
• 5:08
  therefore
• 5:09
  completely
• 5:10
  different
• 5:10
  problems.
• 5:11
  What
• 5:11
  they
• 5:11
  said
• 5:12
  to
• 5:12
  you
• 5:12
  in
• 5:12
  the
• 5:12
  first
• 5:12
  instance
• 5:12
  is,
• 5:13
  ah,
• 5:13
  yeah,
• 5:13
  it
• 5:13
  doesn't
• 5:14
  fit
• 5:14
  our
• 5:14
  workflow.
• 5:15
  That's
• 5:15
  very
• 5:15
  clear.
• 5:16
  But
• 5:16
  there's
• 5:16
  four
• 5:17
  individual
• 5:17
  problems
• 5:18
  there
• 5:18
  that,
• 5:18
  that
• 5:19
  it
• 5:19
  could
• 5:19
  be.
• 5:19
  And
• 5:19
  there's
• 5:19
  more
• 5:20
  than
• 5:20
  that.
• 5:20
  I've
• 5:20
  just
• 5:20
  given,
• 5:21
  an
• 5:21
  example
• 5:21
  of
• 5:21
  four.
• 5:22
  There's
• 5:22
  hundreds
• 5:23
  that
• 5:23
  it
• 5:23
  could
• 5:23
  mean
• 5:23
  and
• 5:23
  you
• 5:24
  need
• 5:24
  to
• 5:24
  understand
• 5:24
  it
• 5:25
  'cause
• 5:25
  each
• 5:25
  one
• 5:25
  of
• 5:25
  those
• 5:25
  problems
• 5:26
  needs
• 5:26
  a
• 5:26
  completely
• 5:26
  different
• 5:27
  response
• 5:27
  and.
• 5:27
  So
• 5:28
  instead
• 5:29
  of,
• 5:29
  as
• 5:30
  I
• 5:30
  said,
• 5:30
  go
• 5:30
  into
• 5:30
  the
• 5:30
  market,
• 5:31
  you
• 5:31
  heard
• 5:31
  the
• 5:31
  word
• 5:31
  workflow
• 5:32
  and
• 5:32
  then
• 5:32
  you
• 5:32
  go,
• 5:32
  right,
• 5:33
  I'm
• 5:33
  off.
• 5:33
  I've
• 5:34
  gotta
• 5:34
  do
• 5:34
  something
• 5:34
  around
• 5:35
  the
• 5:35
  workflow.
• 5:35
  What
• 5:36
  you
• 5:36
  have
• 5:36
  to
• 5:36
  do
• 5:37
  is
• 5:37
  you
• 5:37
  need
• 5:38
  to
• 5:38
  go
• 5:38
  down
• 5:38
  a
• 5:39
  bit
• 5:39
  deeper,
• 5:39
  as
• 5:39
  I
• 5:39
  said,
• 5:40
  with
• 5:40
  the
• 5:40
  iceberg,
• 5:40
  because
• 5:41
  what
• 5:41
  you
• 5:41
  then
• 5:42
  do
• 5:42
  is
• 5:43
  once
• 5:43
  they
• 5:43
  say
• 5:43
  workflow.
• 5:44
  You
• 5:44
  go
• 5:44
  back
• 5:45
  and
• 5:45
  ask,
• 5:46
  okay,
• 5:46
  which
• 5:46
  part
• 5:47
  of
• 5:47
  the
• 5:47
  workflow
• 5:47
  does
• 5:47
  this
• 5:47
  affect?
• 5:48
  You
• 5:48
  need
• 5:48
  to
• 5:48
  get
• 5:48
  specific.
• 5:49
  Who
• 5:49
  would
• 5:49
  actually
• 5:49
  be
• 5:49
  using
• 5:50
  this
• 5:50
  day
• 5:50
  to
• 5:51
  day,
• 5:51
  for
• 5:51
  example?
• 5:52
  Where
• 5:52
  would
• 5:52
  this
• 5:53
  sit
• 5:53
  in
• 5:53
  what
• 5:54
  you
• 5:54
  already
• 5:54
  do
• 5:55
  and
• 5:55
  what
• 5:55
  would
• 5:55
  this
• 5:55
  replace,
• 5:56
  if
• 5:56
  anything?
• 5:57
  Because
• 5:57
  once
• 5:57
  you
• 5:57
  start
• 5:58
  asking
• 5:58
  those
• 5:58
  sorts
• 5:58
  of
• 5:58
  questions,
• 5:59
  you
• 5:59
  start
• 6:00
  to
• 6:01
  open
• 6:01
  up
• 6:01
  the
• 6:01
  conversation,
• 6:02
  but
• 6:02
  you
• 6:02
  then
• 6:03
  start
• 6:03
  to
• 6:03
  see
• 6:03
  the
• 6:03
  real
• 6:04
  issue.
• 6:04
  Then
• 6:05
  once
• 6:05
  you
• 6:05
  start
• 6:05
  to
• 6:05
  see
• 6:05
  the
• 6:05
  real
• 6:06
  issue,
• 6:06
  your
• 6:06
  actions
• 6:07
  can
• 6:07
  now
• 6:07
  become
• 6:07
  really
• 6:08
  clear.
• 6:09
  Because
• 6:09
  if
• 6:10
  it's
• 6:10
  adding
• 6:10
  steps,
• 6:11
  you
• 6:11
  simplify
• 6:12
  how
• 6:12
  it's
• 6:12
  introduced
• 6:13
  or
• 6:13
  you
• 6:13
  show
• 6:13
  what
• 6:13
  it
• 6:13
  replaces,
• 6:14
  and
• 6:15
  you
• 6:15
  show
• 6:16
  how
• 6:16
  much
• 6:17
  better
• 6:17
  it
• 6:17
  is
• 6:17
  than
• 6:18
  what
• 6:18
  is
• 6:18
  actually
• 6:18
  going
• 6:19
  on
• 6:19
  there.
• 6:19
  If
• 6:19
  it
• 6:20
  was
• 6:20
  the
• 6:20
  case
• 6:20
  that
• 6:20
  they
• 6:20
  were
• 6:20
  unclear
• 6:21
  on
• 6:21
  the,
• 6:22
  that
• 6:22
  somebody
• 6:22
  else
• 6:23
  is
• 6:23
  gonna
• 6:23
  be
• 6:23
  introduced
• 6:23
  in
• 6:24
  and
• 6:24
  they're
• 6:24
  not
• 6:24
  sure,
• 6:25
  who
• 6:25
  that
• 6:25
  person
• 6:25
  is,
• 6:26
  then
• 6:26
  you've
• 6:26
  probably
• 6:26
  missed
• 6:27
  someone
• 6:27
  in
• 6:27
  the
• 6:27
  decision
• 6:28
  making
• 6:28
  unit.
• 6:28
  So
• 6:29
  you'd
• 6:29
  need
• 6:29
  to
• 6:29
  go
• 6:29
  and
• 6:29
  find
• 6:30
  them.
• 6:30
  So
• 6:30
  again,
• 6:30
  you
• 6:30
  can
• 6:30
  start
• 6:31
  to
• 6:31
  see
• 6:31
  how
• 6:32
  the
• 6:32
  different
• 6:33
  problems
• 6:33
  lead
• 6:34
  to
• 6:34
  different
• 6:34
  solutions.
• 6:35
  Now,
• 6:35
  if
• 6:35
  it
• 6:35
  does
• 6:35
  slow
• 6:36
  things
• 6:36
  down,
• 6:36
  which
• 6:36
  we
• 6:37
  talked
• 6:37
  about,
• 6:37
  then
• 6:38
  you
• 6:38
  need
• 6:38
  to
• 6:38
  reposition
• 6:39
  when
• 6:39
  and
• 6:39
  how
• 6:39
  it's
• 6:39
  used,
• 6:40
  and
• 6:40
  you
• 6:40
  may
• 6:40
  actually
• 6:40
  have
• 6:41
  to
• 6:41
  do,
• 6:41
  add
• 6:41
  some
• 6:41
  features
• 6:42
  or
• 6:42
  change
• 6:42
  some
• 6:42
  features,
• 6:43
  but
• 6:43
  at
• 6:43
  least
• 6:43
  you
• 6:44
  know
• 6:44
  that
• 6:44
  you're
• 6:45
  doing
• 6:45
  it
• 6:45
  based
• 6:46
  on
• 6:46
  knowledge
• 6:47
  and
• 6:47
  not
• 6:47
  based
• 6:47
  on
• 6:47
  assumption.
• 6:48
  And
• 6:48
  if
• 6:49
  it's
• 6:49
  not
• 6:49
  a
• 6:49
  priority.
• 6:50
  You
• 6:50
  don't
• 6:50
  have
• 6:50
  a
• 6:50
  workflow
• 6:51
  problem,
• 6:51
  you
• 6:52
  have
• 6:52
  a
• 6:52
  value
• 6:52
  problem.
• 6:53
  And
• 6:53
  now
• 6:54
  once
• 6:54
  you've
• 6:54
  broken
• 6:54
  it
• 6:55
  down
• 6:55
  and
• 6:55
  you've
• 6:55
  gone
• 6:56
  down
• 6:56
  those
• 6:56
  steps,
• 6:57
  you're
• 6:57
  no
• 6:57
  longer
• 6:57
  guessing.
• 6:58
  You
• 6:58
  are
• 6:58
  actually
• 6:58
  solving
• 6:59
  the
• 6:59
  real
• 7:00
  issue.
• 7:00
  And
• 7:00
  in
• 7:00
  each
• 7:00
  one
• 7:01
  of
• 7:01
  these,
• 7:01
  you
• 7:01
  can
• 7:02
  always
• 7:02
  then
• 7:02
  ask
• 7:03
  a
• 7:03
  further
• 7:03
  question.
• 7:04
  So
• 7:04
  for
• 7:04
  example,
• 7:04
  if
• 7:05
  it's
• 7:05
  like,
• 7:05
  well,
• 7:06
  I'm
• 7:06
  not
• 7:06
  sure
• 7:06
  who
• 7:06
  it
• 7:06
  is.
• 7:07
  As
• 7:07
  I
• 7:07
  said,
• 7:07
  you
• 7:08
  go
• 7:08
  and
• 7:08
  find
• 7:08
  out
• 7:08
  the
• 7:08
  decision
• 7:08
  making
• 7:09
  unit
• 7:09
  and
• 7:09
  you
• 7:09
  then
• 7:09
  dive
• 7:10
  deep
• 7:10
  into
• 7:10
  that
• 7:10
  particular
• 7:11
  issue,
• 7:11
  to
• 7:11
  make
• 7:11
  sure.
• 7:12
  That
• 7:12
  you're
• 7:12
  getting
• 7:13
  to
• 7:13
  the
• 7:13
  crux
• 7:14
  of
• 7:14
  the
• 7:14
  matter,
• 7:14
  and
• 7:15
  if
• 7:15
  you
• 7:15
  step
• 7:15
  back,
• 7:16
  that's
• 7:16
  exactly
• 7:16
  the
• 7:16
  thinking
• 7:17
  that
• 7:17
  I've
• 7:17
  talked
• 7:18
  about
• 7:18
  on
• 7:19
  different
• 7:19
  episodes
• 7:20
  in
• 7:20
  terms
• 7:20
  of
• 7:20
  changing
• 7:21
  your
• 7:21
  frame
• 7:22
  of
• 7:22
  reference
• 7:22
  and
• 7:22
  really
• 7:23
  focusing
• 7:24
  on
• 7:24
  diagnosing
• 7:25
  and
• 7:25
  understanding
• 7:26
  what,
• 7:26
  it's
• 7:26
  because
• 7:26
  you've
• 7:26
  broken
• 7:27
  down.
• 7:27
  What
• 7:28
  the
• 7:28
  actual
• 7:28
  problem
• 7:29
  is.
• 7:29
  You've
• 7:29
  identified
• 7:30
  the
• 7:30
  real
• 7:30
  constraint.
• 7:31
  You've
• 7:31
  obviously
• 7:31
  gone
• 7:32
  back
• 7:32
  to
• 7:32
  the
• 7:32
  market,
• 7:33
  and
• 7:33
  then
• 7:33
  you've
• 7:34
  looked
• 7:34
  to
• 7:35
  specifically
• 7:36
  go
• 7:36
  back
• 7:36
  again
• 7:37
  and
• 7:37
  again
• 7:37
  until
• 7:38
  you
• 7:38
  get
• 7:38
  to
• 7:38
  the
• 7:38
  real
• 7:38
  problem.
• 7:39
  And
• 7:39
  then
• 7:39
  you
• 7:39
  can
• 7:40
  change
• 7:40
  something
• 7:41
  specific.
• 7:42
  And
• 7:42
  this
• 7:42
  is
• 7:42
  often
• 7:43
  where
• 7:43
  companies
• 7:43
  lose
• 7:43
  time.
• 7:44
  And
• 7:44
  this
• 7:44
  is
• 7:44
  what
• 7:44
  I
• 7:44
  am
• 7:44
  always
• 7:45
  advising
• 7:45
  because.
• 7:46
  They
• 7:46
  think
• 7:46
  they're
• 7:46
  close
• 7:46
  because
• 7:47
  they've
• 7:47
  got,
• 7:47
  activity
• 7:48
  in
• 7:48
  the
• 7:48
  market.
• 7:48
  People
• 7:49
  are
• 7:49
  giving
• 7:49
  'em
• 7:49
  feedback.
• 7:50
  They're
• 7:50
  in
• 7:50
  the
• 7:50
  market,
• 7:50
  so
• 7:51
  they
• 7:51
  think,
• 7:51
  oh
• 7:51
  yeah,
• 7:51
  we
• 7:51
  know
• 7:51
  what's
• 7:51
  happening.
• 7:52
  They
• 7:52
  therefore,
• 7:53
  they
• 7:53
  think
• 7:53
  they've
• 7:53
  got
• 7:53
  the
• 7:54
  answer,
• 7:54
  but
• 7:55
  they're
• 7:55
  actually
• 7:55
  acting.
• 7:56
  On
• 7:56
  something
• 7:57
  That
• 7:57
  sounds
• 7:57
  right.
• 7:57
  IE
• 7:58
  workflow.
• 7:59
  Oh,
• 7:59
  it's
• 7:59
  workflow.
• 7:59
  Yeah.
• 7:59
  We
• 8:00
  know
• 8:00
  that.
• 8:00
  Let's
• 8:00
  start
• 8:01
  working
• 8:01
  on
• 8:01
  and
• 8:01
  looking
• 8:02
  at
• 8:02
  what
• 8:02
  workflow
• 8:02
  means,
• 8:03
  but
• 8:03
  they're
• 8:03
  working
• 8:04
  on
• 8:04
  something
• 8:04
  that
• 8:04
  sounds
• 8:05
  right,
• 8:05
  as
• 8:05
  opposed
• 8:06
  to
• 8:06
  working
• 8:06
  on
• 8:07
  something
• 8:07
  that
• 8:07
  actually
• 8:08
  is
• 8:08
  proven
• 8:08
  to
• 8:08
  be
• 8:09
  correct.
• 8:09
  I,
• 8:09
  you
• 8:10
  know,
• 8:10
  what
• 8:10
  the
• 8:10
  actual
• 8:10
  situation
• 8:11
  is,
• 8:11
  because
• 8:12
  adoption.
• 8:12
  It
• 8:12
  doesn't
• 8:13
  break
• 8:13
  because
• 8:14
  of
• 8:14
  what
• 8:14
  people
• 8:15
  say
• 8:15
  initially.
• 8:15
  In
• 8:16
  my
• 8:16
  experience,
• 8:17
  and
• 8:17
  I'm
• 8:17
  sure
• 8:17
  you're
• 8:18
  exactly
• 8:18
  the
• 8:18
  same,
• 8:18
  you'll
• 8:18
  have
• 8:19
  seen
• 8:19
  this
• 8:19
  a
• 8:19
  hundred
• 8:20
  times.
• 8:20
  It
• 8:20
  breaks
• 8:21
  because
• 8:22
  of
• 8:22
  the
• 8:22
  words
• 8:22
  that
• 8:23
  people
• 8:23
  don't
• 8:23
  use
• 8:24
  actually,
• 8:24
  and
• 8:24
  the
• 8:24
  things
• 8:25
  they
• 8:25
  don't
• 8:25
  say.
• 8:25
  And
• 8:26
  the
• 8:26
  key
• 8:26
  thing
• 8:27
  here.
• 8:27
  One
• 8:28
  of
• 8:28
  my
• 8:28
  old
• 8:28
  bosses
• 8:29
  used
• 8:29
  to
• 8:29
  always
• 8:29
  talk
• 8:29
  to
• 8:29
  me
• 8:29
  about
• 8:30
  is
• 8:30
  you
• 8:30
  need
• 8:30
  to
• 8:31
  have
• 8:31
  a
• 8:31
  thirst
• 8:31
  for
• 8:31
  knowledge.
• 8:32
  You
• 8:32
  need
• 8:32
  to
• 8:32
  really
• 8:33
  want
• 8:33
  to
• 8:33
  understand
• 8:34
  what
• 8:35
  is
• 8:35
  going
• 8:36
  wrong
• 8:37
  in
• 8:37
  this
• 8:38
  situation
• 8:38
  that's
• 8:39
  not
• 8:39
  leading
• 8:39
  you
• 8:40
  to
• 8:40
  adoption.
• 8:41
  so
• 8:41
  here's
• 8:41
  a
• 8:41
  simple
• 8:41
  exercise
• 8:42
  that
• 8:42
  I
• 8:42
  want
• 8:42
  you
• 8:42
  to
• 8:42
  do.
• 8:43
  Take
• 8:43
  one
• 8:43
  piece
• 8:44
  of
• 8:44
  feedback
• 8:44
  that
• 8:44
  you've
• 8:44
  heard
• 8:45
  recently,
• 8:46
  something
• 8:46
  like,
• 8:46
  we
• 8:47
  don't
• 8:47
  have
• 8:47
  a
• 8:47
  capacity,
• 8:48
  or
• 8:48
  it
• 8:48
  doesn't
• 8:49
  fit
• 8:49
  our
• 8:49
  workflow.
• 8:50
  Yeah,
• 8:50
  I'm
• 8:50
  a
• 8:50
  bit
• 8:50
  obsessed
• 8:51
  with
• 8:51
  that
• 8:51
  one.
• 8:51
  As,
• 8:51
  as
• 8:51
  you
• 8:52
  probably
• 8:52
  noticed
• 8:52
  throughout
• 8:52
  the
• 8:52
  episode.
• 8:53
  Then
• 8:53
  break
• 8:54
  it
• 8:54
  down.
• 8:54
  I,
• 8:55
  where
• 8:55
  exactly
• 8:56
  is
• 8:56
  the
• 8:56
  friction?
• 8:56
  Who
• 8:57
  exactly
• 8:57
  is
• 8:57
  affected
• 8:58
  and
• 8:59
  what
• 8:59
  would
• 8:59
  need
• 8:59
  to
• 9:00
  change
• 9:00
  to
• 9:01
  move
• 9:01
  this
• 9:02
  forward?
• 9:02
  And
• 9:02
  if
• 9:02
  you
• 9:03
  can't
• 9:03
  answer
• 9:03
  those
• 9:03
  three
• 9:03
  questions
• 9:04
  clearly,
• 9:04
  then
• 9:05
  you're
• 9:05
  not
• 9:05
  ready
• 9:06
  to
• 9:06
  move
• 9:06
  forward
• 9:07
  and
• 9:07
  you're
• 9:07
  not
• 9:07
  ready
• 9:07
  to
• 9:07
  act
• 9:08
  yet.
• 9:08
  So
• 9:08
  go
• 9:08
  and
• 9:08
  do
• 9:08
  that
• 9:09
  exercise.
• 9:10
  And
• 9:10
  if
• 9:10
  you
• 9:10
  can't
• 9:10
  answer
• 9:10
  those
• 9:10
  clearly,
• 9:11
  just
• 9:11
  keep
• 9:11
  going
• 9:12
  back
• 9:12
  until
• 9:12
  you
• 9:12
  can
• 9:13
  answer
• 9:13
  those
• 9:13
  clearly,
• 9:14
  then
• 9:14
  make
• 9:15
  your
• 9:15
  decision
• 9:15
  to
• 9:16
  move
• 9:16
  forward
• 9:17
  based
• 9:17
  on
• 9:17
  reality,
• 9:18
  not
• 9:19
  assumption.
• 9:19
  So
• 9:19
  the
• 9:19
  key
• 9:20
  thing
• 9:20
  is
• 9:20
  to
• 9:20
  ask
• 9:21
  those
• 9:21
  questions
• 9:21
  and
• 9:22
  go
• 9:22
  through
• 9:22
  that
• 9:22
  process,
• 9:23
  because
• 9:23
  if
• 9:23
  you're
• 9:24
  hearing
• 9:24
  the
• 9:24
  same
• 9:24
  feedback
• 9:25
  again
• 9:25
  and
• 9:25
  again,
• 9:26
  I
• 9:26
  it's
• 9:26
  workflow.
• 9:27
  But
• 9:27
  nothing's
• 9:27
  actually
• 9:28
  changing
• 9:28
  as
• 9:28
  you're
• 9:28
  changing
• 9:29
  those
• 9:29
  things.
• 9:30
  You
• 9:30
  do
• 9:30
  not
• 9:31
  want
• 9:31
  to
• 9:31
  guess.
• 9:32
  And
• 9:32
  if
• 9:32
  you're
• 9:33
  building
• 9:33
  a
• 9:34
  MedTech
• 9:34
  business
• 9:35
  and
• 9:35
  you're
• 9:35
  not
• 9:35
  sure
• 9:36
  whether
• 9:36
  your
• 9:36
  next
• 9:36
  move
• 9:37
  should
• 9:37
  be
• 9:37
  around
• 9:37
  evidence,
• 9:38
  market
• 9:38
  access,
• 9:39
  commercialization,
• 9:40
  distributor
• 9:40
  strategy.
• 9:41
  Or
• 9:41
  adoption.
• 9:42
  Book
• 9:42
  a
• 9:42
  healthcare
• 9:42
  export
• 9:43
  accelerator
• 9:44
  diagnostic
• 9:44
  Call
• 9:44
  with
• 9:44
  me.
• 9:45
  Use
• 9:45
  my
• 9:46
  link
• 9:46
  in
• 9:46
  the
• 9:46
  show
• 9:46
  notes.
• 9:47
  And
• 9:47
  in
• 9:47
  that
• 9:48
  session
• 9:48
  I'll
• 9:48
  help
• 9:49
  you
• 9:49
  identify
• 9:49
  the
• 9:50
  specific
• 9:50
  constraints
• 9:51
  blocking
• 9:51
  your
• 9:52
  momentum
• 9:53
  and
• 9:53
  the
• 9:53
  commercial
• 9:54
  move
• 9:54
  most
• 9:55
  likely
• 9:55
  to
• 9:55
  unlock
• 9:55
  your
• 9:56
  progress.
• 9:56
  Thanks
• 9:57
  for
• 9:57
  tuning
• 9:57
  in.
• 9:58
  Until
• 9:58
  next
• 9:58
  time,
• 9:59
  thanks
• 9:59
  for
• 9:59
  listening.
• 10:00
  Keep
• 10:00
  challenging
• 10:00
  your
• 10:01
  assumptions
• 10:01
  and
• 10:02
  keep
• 10:02
  growing.