Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #183 | Why Only Focusing On Clinicians Is Hurting Your Medical Device Launch And The Simple Steps You Can Take TO Explode Your Exporting Success

Transcript

#183 | Why Only Focusing On Clinicians Is Hurting Your Medical Device Launch And The Simple Steps You Can Take TO Explode Your Exporting Success · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  If
• 0:00
  you
• 0:01
  think
• 0:01
  that
• 0:01
  doctors
• 0:02
  are
• 0:02
  the
• 0:02
  only
• 0:03
  people
• 0:03
  that
• 0:03
  you
• 0:03
  need
• 0:03
  to
• 0:03
  convince
• 0:04
  to
• 0:04
  get
• 0:04
  your
• 0:04
  med
• 0:05
  tech
• 0:05
  product
• 0:05
  adopted,
• 0:06
  this
• 0:06
  episode
• 0:07
  could
• 0:07
  save
• 0:08
  you
• 0:08
  a
• 0:08
  lot
• 0:08
  of
• 0:08
  time,
• 0:09
  money,
• 0:10
  and
• 0:10
  frustration,
• 0:11
  because
• 0:11
  what
• 0:11
  you'll
• 0:11
  learn
• 0:12
  today
• 0:13
  is
• 0:13
  who
• 0:13
  really
• 0:14
  drives
• 0:15
  adoption
• 0:15
  in
• 0:15
  med
• 0:15
  tech,
• 0:16
  how
• 0:16
  to
• 0:16
  spot
• 0:17
  hidden
• 0:17
  decision
• 0:17
  makers
• 0:18
  and
• 0:18
  how
• 0:18
  to
• 0:18
  turn
• 0:19
  interest
• 0:19
  into
• 0:19
  actual
• 0:20
  revenue.
• 0:21
  Welcome
• 0:22
  to
• 0:22
  Clinician
• 0:23
  to
• 0:23
  CEO,
• 0:24
  the
• 0:24
  podcast
• 0:25
  helping
• 0:25
  clinicians
• 0:26
  simplify
• 0:26
  your
• 0:26
  go-to-market
• 0:27
  strategy
• 0:28
  so
• 0:28
  that
• 0:28
  you
• 0:28
  can
• 0:28
  stop
• 0:29
  guessing
• 0:30
  and
• 0:30
  turn
• 0:30
  your
• 0:30
  working
• 0:31
  prototypes
• 0:32
  into
• 0:32
  international
• 0:32
  MedTech
• 0:33
  businesses.
• 0:34
  I'm
• 0:34
  your
• 0:34
  host,
• 0:35
  Hakeem
• 0:35
  Aade.
• 0:36
  Let's
• 0:36
  get
• 0:37
  started.
• 0:37
  So
• 0:38
  in
• 0:38
  this
• 0:38
  episode,
• 0:39
  we're
• 0:39
  tackling
• 0:39
  one
• 0:39
  of
• 0:39
  the
• 0:40
  biggest
• 0:40
  misconceptions
• 0:41
  in
• 0:41
  MedTech
• 0:42
  that
• 0:42
  doctors
• 0:43
  are
• 0:43
  the
• 0:43
  key
• 0:43
  and
• 0:43
  only
• 0:44
  customer,
• 0:44
  because
• 0:45
  here's
• 0:45
  the
• 0:45
  reality,
• 0:46
  you
• 0:46
  can
• 0:46
  have
• 0:47
  clinical
• 0:47
  enthusiasm,
• 0:48
  you
• 0:48
  can
• 0:48
  have
• 0:48
  great
• 0:48
  feedback,
• 0:49
  even
• 0:50
  strong
• 0:50
  early
• 0:50
  trials.
• 0:51
  And
• 0:51
  still
• 0:52
  get
• 0:52
  absolutely
• 0:53
  zero
• 0:53
  adoption.
• 0:54
  So
• 0:54
  the
• 0:55
  question
• 0:55
  I'm
• 0:55
  posing
• 0:55
  today
• 0:56
  is
• 0:56
  who's
• 0:57
  actually
• 0:58
  making
• 0:58
  the
• 0:58
  decisions?
• 0:59
  And
• 1:00
  to
• 1:00
  help
• 1:00
  us
• 1:00
  break
• 1:00
  that
• 1:00
  down.
• 1:01
  I'm
• 1:01
  joined
• 1:01
  by
• 1:01
  Robin
• 1:02
  m
• 1:02
  Bolton,
• 1:03
  who's
• 1:03
  spent
• 1:03
  years
• 1:04
  helping
• 1:04
  companies
• 1:04
  uncover
• 1:05
  the
• 1:05
  real
• 1:05
  decision
• 1:06
  makers
• 1:06
  behind
• 1:06
  adoption.
• 1:07
  The
• 1:07
  people
• 1:08
  who
• 1:08
  control
• 1:08
  the
• 1:08
  budgets
• 1:09
  influence
• 1:09
  procurement,
• 1:10
  and
• 1:10
  ultimately
• 1:11
  decide
• 1:12
  whether
• 1:12
  your
• 1:12
  product
• 1:13
  lives
• 1:13
  or
• 1:13
  died.
• 1:14
  In
• 1:14
  the
• 1:14
  marketplace.
• 1:15
  So
• 1:15
  today
• 1:16
  we're
• 1:16
  gonna
• 1:16
  get
• 1:16
  into
• 1:17
  how
• 1:17
  to
• 1:17
  find
• 1:17
  those
• 1:18
  people,
• 1:18
  how
• 1:18
  to
• 1:19
  ask
• 1:19
  the
• 1:19
  right
• 1:19
  questions,
• 1:20
  and
• 1:20
  how
• 1:20
  to
• 1:20
  turn
• 1:20
  those
• 1:21
  insights
• 1:21
  into
• 1:21
  actual
• 1:22
  revenue,
• 1:23
  not
• 1:23
  just
• 1:24
  interest.
• 1:24
  So
• 1:25
  welcome
• 1:25
  to
• 1:25
  the
• 1:25
  show,
• 1:26
  Robin.
• 1:26
  Really
• 1:26
  pleased
• 1:27
  you
• 1:27
  could
• 1:27
  join
• 1:27
  us
• 1:27
  today.
• 1:28
  Thank
• 1:28
  you
• 1:28
  so
• 1:28
  much.
• 1:28
  So
• 1:29
  excited
• 1:29
  to
• 1:29
  be
• 1:29
  here.
• 1:30
  Thank
• 1:30
  you.
• 1:30
  Yeah,
• 1:30
  really
• 1:31
  looking
• 1:31
  forward
• 1:31
  to
• 1:31
  this.
• 1:31
  So
• 1:32
  I
• 1:32
  wanna
• 1:32
  jump
• 1:32
  straight
• 1:32
  in.
• 1:33
  Obviously
• 1:33
  doctors
• 1:33
  and
• 1:34
  clinicians
• 1:34
  are
• 1:34
  critical
• 1:35
  in
• 1:35
  getting
• 1:36
  Med
• 1:36
  Tech
• 1:36
  adopted,
• 1:37
  when
• 1:37
  did
• 1:37
  you
• 1:37
  realize
• 1:38
  that
• 1:38
  they
• 1:38
  may
• 1:39
  not
• 1:39
  be
• 1:39
  the
• 1:39
  only.
• 1:40
  Or
• 1:40
  the
• 1:41
  main
• 1:41
  ones
• 1:41
  that
• 1:42
  get
• 1:42
  it,
• 1:42
  get
• 1:42
  the
• 1:42
  actual
• 1:43
  products
• 1:43
  used
• 1:43
  in
• 1:44
  the
• 1:44
  clinical
• 1:45
  setting.
• 1:45
  So
• 1:45
  it
• 1:46
  really
• 1:46
  was
• 1:47
  probably
• 1:47
  around
• 1:47
  the
• 1:48
  early
• 1:49
  two
• 1:49
  thousands,
• 1:50
  when
• 1:50
  we
• 1:50
  started
• 1:51
  seeing
• 1:52
  a
• 1:52
  shift
• 1:53
  kind
• 1:53
  of
• 1:53
  as
• 1:53
  I
• 1:53
  was
• 1:53
  working
• 1:54
  with
• 1:55
  med
• 1:55
  tech
• 1:55
  companies,
• 1:56
  med
• 1:57
  device
• 1:57
  companies,
• 1:58
  seeing
• 1:58
  a
• 1:58
  shift
• 1:59
  in
• 2:00
  the
• 2:00
  power.
• 2:01
  The
• 2:01
  purchasing
• 2:01
  power
• 2:02
  from
• 2:02
  clinicians
• 2:03
  to
• 2:03
  hospital
• 2:04
  administrators
• 2:05
  and
• 2:05
  seeing
• 2:05
  that
• 2:06
  happen,
• 2:06
  not
• 2:06
  just
• 2:06
  in
• 2:06
  the
• 2:06
  US
• 2:07
  where
• 2:07
  I'm
• 2:07
  based,
• 2:08
  but
• 2:08
  also
• 2:08
  happening
• 2:09
  in
• 2:09
  Europe
• 2:10
  and
• 2:11
  even,
• 2:11
  south
• 2:12
  America,
• 2:13
  Southeast
• 2:13
  Asia.
• 2:14
  As
• 2:15
  cost
• 2:15
  started
• 2:16
  going
• 2:16
  up,
• 2:17
  inflation,
• 2:17
  but
• 2:18
  also
• 2:18
  just
• 2:19
  all
• 2:19
  of
• 2:19
  the
• 2:19
  technology
• 2:20
  being
• 2:20
  put
• 2:20
  into
• 2:20
  medical
• 2:21
  devices,
• 2:21
  the
• 2:21
  cost
• 2:22
  went
• 2:22
  up,
• 2:22
  and
• 2:22
  as
• 2:23
  that
• 2:23
  happened.
• 2:24
  Hospitals,
• 2:25
  economic
• 2:26
  kind
• 2:26
  of
• 2:26
  owners
• 2:27
  started
• 2:28
  exercising
• 2:29
  a
• 2:29
  lot
• 2:29
  more
• 2:30
  control
• 2:31
  over,
• 2:32
  what
• 2:32
  got
• 2:32
  purchased
• 2:33
  and
• 2:33
  what
• 2:33
  didn't.
• 2:34
  So
• 2:34
  this
• 2:35
  is
• 2:35
  something
• 2:35
  that's
• 2:35
  been
• 2:36
  building
• 2:36
  for
• 2:37
  20,
• 2:37
  30
• 2:38
  years,
• 2:38
  and
• 2:39
  I
• 2:39
  think
• 2:39
  it
• 2:39
  will
• 2:39
  only
• 2:40
  continue.
• 2:40
  Yeah,
• 2:40
  so,
• 2:41
  so
• 2:41
  it
• 2:41
  wouldn't
• 2:41
  be
• 2:42
  wrong
• 2:42
  for
• 2:42
  someone
• 2:43
  to
• 2:43
  make
• 2:43
  that
• 2:43
  assumption
• 2:44
  based
• 2:44
  on
• 2:44
  historical
• 2:45
  fact,
• 2:46
  but
• 2:46
  it
• 2:46
  would
• 2:46
  be
• 2:47
  wrong
• 2:47
  in
• 2:47
  the
• 2:47
  modern
• 2:48
  days.
• 2:48
  Basically
• 2:48
  what
• 2:49
  you're
• 2:49
  saying,
• 2:49
  cause
• 2:49
  you're
• 2:49
  saying
• 2:49
  there's,
• 2:50
  there's
• 2:50
  been
• 2:50
  a
• 2:50
  massive
• 2:50
  shift.
• 2:51
  'cause
• 2:51
  I
• 2:51
  think,
• 2:51
  yeah,
• 2:52
  when
• 2:52
  I,
• 2:52
  when
• 2:52
  I
• 2:52
  started
• 2:53
  many,
• 2:53
  many
• 2:53
  years
• 2:53
  ago,
• 2:54
  when
• 2:54
  I
• 2:54
  started
• 2:54
  as
• 2:54
  a
• 2:55
  sales
• 2:55
  rep,
• 2:55
  then
• 2:56
  the,
• 2:56
  the
• 2:56
  doctor
• 2:56
  would
• 2:56
  say,
• 2:57
  I
• 2:57
  want
• 2:57
  this
• 2:57
  product.
• 2:58
  Oh
• 2:58
  yeah.
• 2:58
  And
• 2:58
  the
• 2:58
  product
• 2:58
  was
• 2:59
  actually
• 2:59
  generally.
• 2:59
  Be
• 2:59
  brought
• 3:00
  in
• 3:00
  if
• 3:00
  the
• 3:00
  doctor
• 3:00
  said
• 3:01
  it.
• 3:01
  But
• 3:01
  that's,
• 3:01
  that's
• 3:02
  significantly
• 3:03
  shifted,
• 3:03
  as
• 3:04
  you
• 3:04
  said,
• 3:04
  over
• 3:04
  the
• 3:04
  last
• 3:05
  20,
• 3:05
  30
• 3:05
  years.
• 3:06
  So
• 3:06
  can
• 3:06
  you,
• 3:07
  give
• 3:07
  us
• 3:07
  some
• 3:07
  insight
• 3:08
  as
• 3:08
  to
• 3:08
  what
• 3:09
  sort
• 3:09
  of
• 3:09
  questions
• 3:11
  that
• 3:11
  you
• 3:11
  could
• 3:12
  ask
• 3:12
  to
• 3:12
  help
• 3:13
  to
• 3:13
  start
• 3:13
  to
• 3:13
  uncover
• 3:14
  who
• 3:14
  these
• 3:14
  stakeholders
• 3:15
  are?
• 3:15
  'cause
• 3:15
  they're
• 3:15
  not
• 3:15
  always
• 3:16
  immediately
• 3:16
  apparent,
• 3:17
  are
• 3:17
  they?
• 3:17
  No,
• 3:18
  they're,
• 3:18
  they're
• 3:18
  not.
• 3:19
  And
• 3:19
  so,
• 3:20
  I
• 3:20
  mean,
• 3:20
  clinicians,
• 3:21
  doctors
• 3:22
  are
• 3:22
  still
• 3:22
  so
• 3:23
  important.
• 3:23
  It's
• 3:24
  one
• 3:24
  of
• 3:24
  those
• 3:24
  things
• 3:25
  where
• 3:25
  they're.
• 3:25
  It's
• 3:26
  necessary
• 3:26
  to
• 3:26
  get
• 3:27
  them
• 3:27
  on
• 3:27
  board.
• 3:27
  It's
• 3:27
  just
• 3:27
  not
• 3:28
  sufficient
• 3:29
  to
• 3:29
  build
• 3:29
  a
• 3:29
  business
• 3:29
  around.
• 3:30
  And
• 3:30
  so
• 3:30
  absolutely
• 3:31
  start
• 3:32
  with
• 3:32
  the
• 3:32
  clinicians
• 3:33
  and
• 3:33
  then
• 3:34
  ask
• 3:34
  a
• 3:34
  question
• 3:35
  of,
• 3:35
  okay,
• 3:36
  who
• 3:36
  decides
• 3:37
  what
• 3:37
  gets
• 3:37
  used
• 3:38
  in
• 3:38
  your
• 3:38
  practice?
• 3:39
  Everything
• 3:40
  from
• 3:40
  disposable
• 3:41
  gloves,
• 3:41
  things
• 3:42
  like
• 3:42
  that
• 3:42
  to
• 3:43
  the
• 3:43
  bigger,
• 3:44
  equipment,
• 3:45
  medical
• 3:46
  devices,
• 3:46
  things
• 3:46
  like
• 3:46
  that.
• 3:47
  And
• 3:47
  ask
• 3:47
  the
• 3:48
  doctors.
• 3:48
  Hey,
• 3:48
  how
• 3:49
  does
• 3:49
  this
• 3:49
  process
• 3:50
  work?
• 3:50
  And
• 3:51
  a
• 3:51
  lot
• 3:51
  of
• 3:52
  times
• 3:52
  they
• 3:52
  can,
• 3:53
  they
• 3:53
  can
• 3:53
  at
• 3:53
  least
• 3:53
  give
• 3:54
  you
• 3:54
  a
• 3:54
  starting
• 3:54
  point.
• 3:54
  They
• 3:55
  can't
• 3:55
  give
• 3:55
  you
• 3:55
  all
• 3:55
  the
• 3:55
  details
• 3:56
  and
• 3:56
  machinations
• 3:57
  of
• 3:57
  how
• 3:57
  decisions
• 3:58
  are
• 3:58
  made,
• 3:58
  but
• 3:58
  they
• 3:58
  can
• 3:59
  say,
• 3:59
  oh,
• 3:59
  usually
• 4:00
  it's,
• 4:00
  oh,
• 4:00
  I
• 4:00
  have
• 4:01
  to
• 4:01
  go
• 4:01
  talk
• 4:01
  to
• 4:01
  this
• 4:01
  person.
• 4:02
  And
• 4:03
  you're
• 4:03
  like,
• 4:03
  great.
• 4:04
  That's
• 4:04
  the
• 4:04
  next
• 4:04
  person
• 4:04
  you
• 4:05
  go
• 4:05
  talk
• 4:05
  to.
• 4:05
  And
• 4:06
  you
• 4:06
  gotta
• 4:06
  keep
• 4:06
  asking
• 4:07
  this
• 4:07
  question
• 4:07
  of
• 4:07
  who
• 4:07
  else
• 4:08
  is
• 4:08
  involved.
• 4:08
  Who
• 4:09
  else
• 4:09
  has
• 4:09
  to
• 4:10
  either
• 4:10
  approve
• 4:11
  this
• 4:11
  or
• 4:11
  who
• 4:11
  else
• 4:12
  weighs
• 4:12
  in
• 4:12
  on
• 4:12
  it?
• 4:13
  Because
• 4:13
  what
• 4:13
  you're
• 4:13
  looking
• 4:14
  for
• 4:14
  is
• 4:14
  certainly
• 4:15
  the
• 4:15
  decision
• 4:15
  makers,
• 4:16
  but
• 4:16
  all
• 4:16
  of
• 4:16
  the
• 4:16
  other
• 4:17
  influencers
• 4:18
  who
• 4:18
  kind
• 4:19
  of
• 4:19
  have
• 4:19
  a
• 4:19
  say
• 4:20
  or
• 4:20
  give
• 4:21
  an
• 4:21
  opinion
• 4:21
  in
• 4:22
  that
• 4:22
  purchase
• 4:22
  decision.
• 4:23
  It's
• 4:23
  interesting
• 4:24
  actually,
• 4:24
  'cause,
• 4:24
  and
• 4:25
  I,
• 4:25
  I,
• 4:25
  I'll
• 4:25
  be
• 4:25
  interested
• 4:26
  on
• 4:26
  your
• 4:26
  take
• 4:26
  on
• 4:26
  this,
• 4:26
  because
• 4:27
  I
• 4:27
  have
• 4:28
  what
• 4:28
  I
• 4:28
  call
• 4:28
  the
• 4:28
  ultimate
• 4:29
  decision
• 4:29
  maker,
• 4:30
  and
• 4:30
  people
• 4:30
  always
• 4:30
  say,
• 4:30
  oh,
• 4:30
  no,
• 4:30
  no,
• 4:31
  it's
• 4:31
  a
• 4:31
  committee,
• 4:31
  it's
• 4:31
  a
• 4:31
  C,
• 4:32
  I
• 4:32
  said,
• 4:32
  yeah,
• 4:32
  it
• 4:33
  is
• 4:33
  a
• 4:33
  committee.
• 4:33
  But
• 4:34
  there's
• 4:34
  always
• 4:34
  one
• 4:34
  person
• 4:35
  that
• 4:35
  if
• 4:35
  they
• 4:36
  say
• 4:36
  it's
• 4:36
  not
• 4:37
  happening,
• 4:37
  it
• 4:37
  doesn't
• 4:37
  happen.
• 4:38
  And
• 4:38
  if
• 4:38
  they
• 4:38
  say
• 4:39
  it
• 4:39
  is
• 4:39
  happening,
• 4:40
  it
• 4:40
  happens.
• 4:41
  And
• 4:41
  I
• 4:41
  call
• 4:41
  that
• 4:41
  the
• 4:41
  ultimate
• 4:42
  decision
• 4:42
  maker.
• 4:42
  And
• 4:43
  similar
• 4:43
  to
• 4:43
  what
• 4:43
  you're
• 4:43
  saying
• 4:44
  is
• 4:44
  you
• 4:45
  need
• 4:45
  all
• 4:45
  those
• 4:45
  people
• 4:45
  and
• 4:45
  then
• 4:46
  you
• 4:46
  need
• 4:46
  to
• 4:46
  find
• 4:46
  that
• 4:46
  ultimate
• 4:47
  decision
• 4:47
  maker
• 4:47
  to
• 4:47
  make
• 4:48
  sure
• 4:48
  that
• 4:48
  you're
• 4:48
  not.
• 4:48
  To
• 4:48
  your
• 4:49
  terminology,
• 4:49
  just
• 4:50
  got
• 4:50
  the
• 4:50
  influence.
• 4:51
  He's
• 4:51
  just
• 4:51
  got
• 4:51
  the
• 4:51
  clinician,
• 4:52
  but
• 4:52
  you
• 4:52
  haven't
• 4:52
  got
• 4:52
  the
• 4:53
  decision
• 4:53
  makers
• 4:54
  and
• 4:54
  or
• 4:55
  the
• 4:56
  decision
• 4:56
  maker.
• 4:56
  And
• 4:57
  it
• 4:57
  doesn't
• 4:57
  mean
• 4:58
  that
• 4:58
  you
• 4:58
  have
• 4:58
  to
• 4:59
  get
• 4:59
  every
• 4:59
  single
• 4:59
  one
• 5:00
  of
• 5:00
  those
• 5:00
  people
• 5:00
  on
• 5:01
  board,
• 5:01
  but
• 5:01
  you
• 5:01
  need
• 5:01
  to
• 5:01
  know
• 5:01
  who
• 5:02
  they
• 5:02
  are
• 5:02
  and
• 5:02
  then
• 5:02
  need
• 5:02
  to
• 5:02
  know
• 5:03
  how
• 5:03
  to
• 5:03
  influence.
• 5:04
  Those
• 5:04
  individuals.
• 5:05
  So
• 5:05
  I
• 5:05
  it
• 5:06
  Do
• 5:06
  you
• 5:06
  see
• 5:07
  that
• 5:07
  as
• 5:07
  well?
• 5:07
  Because
• 5:07
  I,
• 5:08
  I've
• 5:08
  been
• 5:08
  saying
• 5:08
  this
• 5:08
  for
• 5:08
  years,
• 5:09
  I'm
• 5:09
  hoping
• 5:09
  you're
• 5:09
  gonna
• 5:09
  agree.
• 5:10
  Yes,
• 5:10
  absolutely.
• 5:10
  There's
• 5:11
  always
• 5:11
  one
• 5:12
  person
• 5:13
  who
• 5:13
  can
• 5:13
  make
• 5:14
  or
• 5:14
  break
• 5:14
  a
• 5:14
  decision,
• 5:15
  and
• 5:15
  yes,
• 5:15
  it's
• 5:16
  usually
• 5:16
  a
• 5:16
  committee
• 5:16
  that's
• 5:17
  weighing
• 5:17
  in
• 5:17
  and
• 5:17
  discussing,
• 5:18
  but
• 5:18
  there's
• 5:19
  always
• 5:19
  one
• 5:20
  person
• 5:21
  whose
• 5:21
  opinion
• 5:21
  matters
• 5:22
  more
• 5:22
  than
• 5:23
  others,
• 5:23
  and
• 5:24
  that
• 5:24
  person.
• 5:25
  At
• 5:25
  least,
• 5:26
  we've
• 5:26
  seen
• 5:26
  in
• 5:26
  the
• 5:27
  US
• 5:27
  and
• 5:27
  in
• 5:28
  in
• 5:28
  Europe
• 5:28
  tends
• 5:29
  to
• 5:29
  be,
• 5:30
  the
• 5:30
  CFO.
• 5:30
  Yeah.
• 5:30
  Kind
• 5:31
  that
• 5:31
  person
• 5:32
  in
• 5:32
  finance.
• 5:32
  And
• 5:33
  I'll
• 5:33
  be
• 5:33
  honest,
• 5:34
  I,
• 5:34
  I
• 5:34
  do
• 5:34
  a
• 5:34
  lot
• 5:35
  of
• 5:35
  work,
• 5:35
  most
• 5:35
  of
• 5:35
  my
• 5:35
  work
• 5:36
  in
• 5:36
  the
• 5:36
  innovation
• 5:37
  and
• 5:37
  new
• 5:37
  products,
• 5:38
  and
• 5:38
  so
• 5:38
  we
• 5:38
  kind
• 5:38
  of
• 5:39
  vilify
• 5:40
  the
• 5:40
  CFO,
• 5:40
  like
• 5:41
  the
• 5:41
  CFO
• 5:41
  is
• 5:42
  the
• 5:42
  downer.
• 5:42
  The
• 5:43
  one
• 5:43
  who
• 5:43
  only
• 5:43
  cares
• 5:44
  about,
• 5:44
  the
• 5:45
  dollars
• 5:45
  and
• 5:45
  cents
• 5:46
  or
• 5:46
  the,
• 5:46
  the
• 5:46
  pounds
• 5:47
  and
• 5:47
  the
• 5:47
  pence.
• 5:47
  But
• 5:48
  sometimes
• 5:48
  the
• 5:48
  CFO
• 5:49
  can
• 5:49
  actually
• 5:50
  be.
• 5:50
  In
• 5:50
  Incre,
• 5:51
  like
• 5:51
  an
• 5:52
  incredible
• 5:52
  champion.
• 5:53
  There's
• 5:53
  one,
• 5:54
  one
• 5:54
  project
• 5:55
  I
• 5:55
  worked
• 5:55
  on,
• 5:55
  it
• 5:55
  was
• 5:55
  on
• 5:56
  surgical
• 5:56
  robotics.
• 5:57
  And
• 5:58
  I
• 5:58
  mean
• 5:58
  we're
• 5:58
  talking
• 5:58
  multimillion
• 5:59
  dollar
• 6:00
  robots
• 6:00
  you
• 6:00
  can
• 6:00
  think
• 6:01
  of
• 6:01
  like
• 6:01
  intuitive
• 6:02
  surgicals
• 6:02
  da
• 6:02
  Vinci,
• 6:03
  and
• 6:04
  we
• 6:04
  were
• 6:04
  interviewing
• 6:05
  A
• 6:05
  CFO
• 6:05
  and
• 6:06
  this
• 6:06
  is
• 6:06
  a
• 6:07
  CFO
• 6:07
  of
• 6:07
  a
• 6:07
  small
• 6:08
  regional
• 6:08
  hospital
• 6:09
  here
• 6:09
  in
• 6:09
  the
• 6:09
  US
• 6:10
  and
• 6:11
  we
• 6:11
  said,
• 6:11
  okay,
• 6:12
  you
• 6:12
  have
• 6:12
  one
• 6:13
  da
• 6:13
  Vinci.
• 6:13
  Which
• 6:13
  he
• 6:14
  did.
• 6:14
  What's
• 6:14
  the
• 6:14
  break
• 6:15
  even?
• 6:15
  And
• 6:16
  he's
• 6:16
  like,
• 6:16
  oh,
• 6:16
  we
• 6:16
  have
• 6:16
  to
• 6:16
  do
• 6:16
  400
• 6:17
  surgeries
• 6:18
  a
• 6:18
  year
• 6:18
  on
• 6:18
  it.
• 6:19
  And
• 6:19
  we're
• 6:19
  like,
• 6:19
  great.
• 6:20
  How
• 6:20
  many
• 6:21
  are
• 6:21
  you
• 6:21
  doing?
• 6:21
  He
• 6:21
  said,
• 6:22
  we're
• 6:22
  doing
• 6:22
  200.
• 6:23
  Like,
• 6:23
  okay.
• 6:24
  He's
• 6:24
  like,
• 6:24
  and
• 6:24
  we're
• 6:24
  buying
• 6:25
  a
• 6:25
  second
• 6:25
  Da
• 6:25
  Vinci.
• 6:26
  And
• 6:26
  like,
• 6:27
  math
• 6:27
  has
• 6:27
  never
• 6:28
  been
• 6:28
  my
• 6:28
  strong
• 6:28
  suit,
• 6:28
  but
• 6:29
  I
• 6:29
  could
• 6:29
  figure
• 6:30
  that
• 6:30
  math
• 6:30
  out.
• 6:30
  I'm
• 6:31
  like,
• 6:31
  you're
• 6:31
  doing
• 6:31
  half
• 6:32
  of
• 6:32
  what
• 6:32
  you
• 6:32
  need
• 6:32
  to
• 6:33
  break
• 6:33
  even
• 6:33
  yet
• 6:34
  you're
• 6:34
  buying
• 6:34
  another
• 6:35
  one.
• 6:35
  And
• 6:35
  this
• 6:35
  was
• 6:35
  the
• 6:36
  CFO.
• 6:36
  Mm.
• 6:36
  And
• 6:37
  he
• 6:37
  rather
• 6:38
  sheepishly
• 6:38
  admitted.
• 6:39
  He's
• 6:39
  like,
• 6:39
  you
• 6:39
  know
• 6:39
  what?
• 6:40
  When
• 6:40
  we
• 6:40
  bought
• 6:40
  the
• 6:40
  first
• 6:41
  one,
• 6:41
  he's
• 6:41
  like,
• 6:42
  I
• 6:42
  was
• 6:42
  so
• 6:43
  popular.
• 6:43
  All
• 6:44
  the
• 6:44
  surgeons
• 6:45
  loved
• 6:46
  me.
• 6:46
  He's
• 6:46
  like,
• 6:47
  I
• 6:47
  went
• 6:47
  from
• 6:47
  being
• 6:47
  the
• 6:47
  person
• 6:48
  everyone
• 6:48
  hated
• 6:49
  and
• 6:49
  avoided
• 6:50
  to
• 6:50
  like
• 6:50
  people
• 6:51
  saying
• 6:51
  hi
• 6:51
  to
• 6:51
  me
• 6:51
  in
• 6:51
  the
• 6:52
  hall
• 6:52
  and
• 6:52
  being
• 6:52
  nice
• 6:53
  to
• 6:53
  me.
• 6:53
  And
• 6:53
  he's
• 6:53
  like,
• 6:54
  I
• 6:54
  loved
• 6:54
  it.
• 6:54
  So
• 6:55
  when
• 6:55
  they
• 6:55
  asked
• 6:55
  for
• 6:55
  another
• 6:56
  one,
• 6:56
  I
• 6:56
  said,
• 6:56
  yes.
• 6:57
  And
• 6:57
  so,
• 6:58
  they're
• 6:58
  not,
• 6:58
  the
• 6:58
  finance
• 6:59
  people
• 6:59
  aren't
• 7:00
  always,
• 7:01
  the
• 7:01
  reign
• 7:01
  on
• 7:01
  your
• 7:01
  parade.
• 7:02
  But
• 7:02
  you
• 7:02
  have
• 7:02
  to,
• 7:03
  as
• 7:03
  you
• 7:03
  said,
• 7:03
  you
• 7:03
  have
• 7:03
  to
• 7:03
  understand
• 7:04
  what
• 7:05
  matters
• 7:05
  to
• 7:05
  them,
• 7:05
  both
• 7:06
  kind
• 7:06
  of
• 7:06
  logically
• 7:07
  and
• 7:07
  in
• 7:07
  that
• 7:07
  case
• 7:08
  emotionally
• 7:09
  and
• 7:09
  I,
• 7:09
  and
• 7:10
  then
• 7:10
  you
• 7:10
  can
• 7:10
  work
• 7:10
  with
• 7:10
  it.
• 7:11
  And,
• 7:11
  and
• 7:12
  that's
• 7:12
  such
• 7:12
  a
• 7:12
  critical
• 7:13
  point
• 7:13
  I
• 7:13
  find,
• 7:14
  because
• 7:14
  I
• 7:14
  think
• 7:14
  people.
• 7:15
  They
• 7:15
  put
• 7:15
  people,
• 7:16
  they
• 7:16
  put
• 7:16
  individuals
• 7:17
  in
• 7:17
  boxes.
• 7:17
  Do
• 7:17
  the
• 7:17
  CFOs
• 7:18
  said
• 7:18
  they're
• 7:18
  gonna
• 7:18
  be
• 7:18
  like
• 7:19
  this?
• 7:19
  Yes,
• 7:19
  of
• 7:19
  course
• 7:20
  they're
• 7:20
  gonna
• 7:20
  make
• 7:20
  decisions
• 7:21
  on
• 7:21
  financial
• 7:22
  lines
• 7:22
  and
• 7:22
  they
• 7:22
  want
• 7:22
  to
• 7:22
  look
• 7:22
  at
• 7:23
  costing
• 7:23
  use,
• 7:23
  et
• 7:23
  cetera.
• 7:24
  But
• 7:24
  they
• 7:24
  are
• 7:25
  human
• 7:25
  beings.
• 7:25
  And
• 7:26
  I
• 7:26
  think
• 7:26
  people
• 7:26
  forget
• 7:27
  that
• 7:28
  actually
• 7:28
  they're
• 7:29
  human
• 7:29
  beings.
• 7:29
  And
• 7:30
  what
• 7:30
  I
• 7:30
  often
• 7:30
  say
• 7:30
  to
• 7:30
  people
• 7:31
  is,
• 7:31
  well,
• 7:31
  what
• 7:31
  keeps
• 7:31
  them
• 7:31
  up
• 7:31
  at
• 7:32
  night?
• 7:32
  Because
• 7:33
  if
• 7:33
  you
• 7:33
  can
• 7:33
  understand
• 7:34
  what
• 7:34
  keeps
• 7:34
  him
• 7:34
  up
• 7:34
  at
• 7:34
  night,
• 7:35
  and
• 7:35
  actually
• 7:35
  in
• 7:35
  this
• 7:35
  case,
• 7:36
  finances
• 7:36
  keeps
• 7:37
  him
• 7:37
  up
• 7:37
  at
• 7:37
  night.
• 7:37
  But
• 7:37
  also
• 7:38
  the
• 7:38
  fact
• 7:38
  that
• 7:38
  no
• 7:38
  one
• 7:39
  speaks
• 7:39
  to
• 7:39
  him
• 7:39
  and
• 7:39
  doesn't
• 7:39
  like
• 7:40
  him
• 7:40
  keeps
• 7:40
  him
• 7:40
  up
• 7:40
  at
• 7:40
  night.
• 7:41
  If
• 7:41
  you
• 7:41
  can
• 7:42
  actually
• 7:42
  feed
• 7:42
  into
• 7:42
  those
• 7:43
  two
• 7:43
  things,
• 7:44
  you're
• 7:44
  gonna
• 7:44
  get,
• 7:45
  to
• 7:45
  a
• 7:45
  positive
• 7:46
  conclusion
• 7:46
  much
• 7:46
  quicker
• 7:47
  than
• 7:47
  if
• 7:47
  you
• 7:47
  just
• 7:47
  thinking,
• 7:47
  oh,
• 7:47
  it's
• 7:47
  all
• 7:48
  about
• 7:48
  finances.
• 7:49
  'cause
• 7:49
  as
• 7:49
  you
• 7:49
  said
• 7:49
  there
• 7:50
  in
• 7:50
  that,
• 7:50
  in
• 7:50
  that
• 7:50
  instance,
• 7:51
  you'd
• 7:51
  be
• 7:51
  scratching
• 7:52
  your
• 7:52
  head
• 7:52
  thinking,
• 7:52
  well.
• 7:53
  It
• 7:53
  doesn't
• 7:53
  make
• 7:53
  sense.
• 7:54
  So
• 7:54
  he
• 7:54
  is,
• 7:54
  is
• 7:54
  this
• 7:54
  guy
• 7:55
  not
• 7:55
  really
• 7:55
  interested
• 7:55
  in
• 7:55
  finances?
• 7:56
  He
• 7:56
  is,
• 7:57
  but
• 7:57
  he
• 7:57
  is
• 7:57
  obviously
• 7:57
  more
• 7:58
  interested
• 7:58
  in
• 7:59
  actually
• 7:59
  going
• 7:59
  to
• 7:59
  work
• 8:00
  and
• 8:00
  being
• 8:00
  as,
• 8:01
  as
• 8:01
  the
• 8:01
  old
• 8:01
  cheer
• 8:02
  of
• 8:02
  you
• 8:02
  to
• 8:02
  say,
• 8:02
  going
• 8:03
  somewhere
• 8:03
  where
• 8:03
  everybody
• 8:03
  knows
• 8:04
  your
• 8:04
  name,
• 8:04
  and
• 8:04
  actually
• 8:05
  being
• 8:05
  popular,
• 8:06
  et
• 8:06
  cetera.
• 8:06
  So,
• 8:06
  so
• 8:06
  that's,
• 8:07
  that's
• 8:07
  an
• 8:07
  interesting
• 8:07
  thing
• 8:08
  because
• 8:08
  obviously
• 8:08
  you're
• 8:08
  interviewing
• 8:09
  and
• 8:10
  identifying,
• 8:11
  stakeholders
• 8:11
  at
• 8:11
  the
• 8:12
  time.
• 8:12
  So
• 8:12
  we
• 8:12
  just
• 8:12
  spoke
• 8:12
  about,
• 8:13
  what
• 8:13
  are
• 8:13
  the
• 8:13
  things
• 8:13
  that
• 8:13
  you
• 8:14
  do
• 8:14
  to
• 8:14
  actually
• 8:14
  uncover
• 8:15
  those?
• 8:16
  Hidden
• 8:16
  stakeholders.
• 8:17
  So
• 8:18
  what's,
• 8:19
  have
• 8:19
  you
• 8:19
  got
• 8:19
  framework
• 8:20
  or
• 8:20
  specific
• 8:20
  things
• 8:21
  you
• 8:21
  do
• 8:22
  that
• 8:22
  when
• 8:22
  you
• 8:22
  found
• 8:23
  them,
• 8:23
  to
• 8:23
  actually
• 8:24
  get
• 8:24
  the
• 8:24
  right
• 8:24
  information
• 8:25
  out
• 8:26
  of
• 8:26
  that
• 8:26
  stakeholder
• 8:26
  when
• 8:27
  you're
• 8:27
  speaking
• 8:27
  to
• 8:27
  them?
• 8:28
  Yeah,
• 8:28
  so
• 8:28
  everything
• 8:28
  I
• 8:29
  do
• 8:29
  with
• 8:29
  stakeholders
• 8:30
  is
• 8:30
  grounded
• 8:30
  in
• 8:30
  the
• 8:31
  theory
• 8:31
  of
• 8:31
  jobs
• 8:31
  to
• 8:31
  be
• 8:32
  done,
• 8:32
  which,
• 8:33
  created
• 8:33
  or
• 8:33
  kind
• 8:34
  of
• 8:34
  introduced
• 8:34
  to
• 8:34
  the
• 8:34
  world
• 8:35
  by
• 8:35
  Clayton
• 8:35
  Christensen
• 8:36
  and
• 8:36
  basically,
• 8:37
  a
• 8:37
  job
• 8:37
  to
• 8:37
  be
• 8:37
  done
• 8:38
  is
• 8:38
  a
• 8:38
  problem
• 8:39
  someone's
• 8:39
  trying
• 8:39
  to
• 8:39
  solve
• 8:40
  or
• 8:40
  progress
• 8:41
  they're
• 8:41
  trying
• 8:41
  to
• 8:41
  make.
• 8:42
  And
• 8:42
  so
• 8:43
  they
• 8:43
  are
• 8:43
  essentially
• 8:44
  hiring
• 8:45
  your
• 8:45
  product
• 8:46
  to
• 8:46
  solve
• 8:46
  that
• 8:46
  problem
• 8:47
  or
• 8:47
  make
• 8:47
  progress.
• 8:48
  And
• 8:49
  jobs
• 8:49
  are
• 8:50
  functional.
• 8:50
  So
• 8:51
  logical,
• 8:51
  like
• 8:52
  you
• 8:52
  just
• 8:52
  said
• 8:52
  around,
• 8:53
  finance.
• 8:53
  I
• 8:53
  gotta
• 8:54
  balance
• 8:54
  the
• 8:54
  books
• 8:55
  have
• 8:55
  to
• 8:55
  have
• 8:55
  good
• 8:56
  ROI,
• 8:56
  but
• 8:56
  they're
• 8:57
  also
• 8:57
  emotional
• 8:58
  and
• 8:58
  they're
• 8:58
  social
• 8:59
  and.
• 9:00
  It's
• 9:00
  really
• 9:01
  the
• 9:01
  emotional
• 9:01
  and
• 9:01
  social
• 9:02
  that
• 9:02
  actually
• 9:02
  drive
• 9:03
  decisions.
• 9:04
  It
• 9:04
  gets
• 9:04
  justified
• 9:05
  by
• 9:05
  the
• 9:06
  functional
• 9:06
  jobs
• 9:06
  to
• 9:06
  be
• 9:07
  done.
• 9:07
  So,
• 9:08
  with
• 9:08
  that
• 9:08
  kind
• 9:08
  of
• 9:09
  grounding,
• 9:09
  in
• 9:09
  theory,
• 9:10
  we
• 9:10
  often
• 9:11
  take
• 9:11
  kind
• 9:11
  of
• 9:12
  the
• 9:12
  opposite
• 9:12
  approach
• 9:13
  to
• 9:13
  what
• 9:14
  most,
• 9:15
  most
• 9:15
  product
• 9:15
  developers
• 9:16
  take
• 9:17
  when.
• 9:17
  When
• 9:18
  they're
• 9:18
  going
• 9:18
  to
• 9:18
  talk
• 9:19
  to
• 9:19
  someone.
• 9:19
  A
• 9:19
  lot
• 9:19
  of
• 9:19
  times,
• 9:19
  if
• 9:20
  you
• 9:20
  have
• 9:20
  a
• 9:20
  new
• 9:20
  product,
• 9:21
  you
• 9:21
  kind
• 9:21
  of
• 9:21
  take
• 9:21
  your
• 9:22
  prototype
• 9:22
  in
• 9:22
  and
• 9:23
  you're
• 9:23
  like,
• 9:23
  what
• 9:23
  do
• 9:23
  you
• 9:23
  think
• 9:23
  of
• 9:24
  this?
• 9:24
  What
• 9:24
  do
• 9:24
  you
• 9:24
  like,
• 9:25
  what
• 9:25
  you
• 9:25
  don't?
• 9:25
  And
• 9:26
  everything
• 9:26
  is
• 9:26
  about
• 9:27
  the
• 9:27
  product.
• 9:28
  We
• 9:28
  go
• 9:28
  the
• 9:28
  opposite
• 9:29
  way,
• 9:29
  and
• 9:30
  we
• 9:30
  don't
• 9:30
  even
• 9:31
  get
• 9:31
  to
• 9:31
  the
• 9:31
  product
• 9:32
  until
• 9:32
  the
• 9:33
  end,
• 9:33
  if
• 9:33
  at
• 9:33
  all.
• 9:34
  We
• 9:34
  start
• 9:34
  with
• 9:35
  kind
• 9:35
  of,
• 9:35
  Hey,
• 9:36
  tell
• 9:36
  me
• 9:36
  about
• 9:36
  your
• 9:36
  day.
• 9:37
  Kind
• 9:37
  of
• 9:38
  what
• 9:38
  do
• 9:38
  you
• 9:38
  like
• 9:38
  about
• 9:39
  it?
• 9:39
  What
• 9:39
  don't
• 9:39
  you
• 9:39
  like
• 9:40
  about
• 9:40
  it?
• 9:40
  What's
• 9:40
  frustrating?
• 9:42
  And
• 9:42
  we
• 9:42
  really
• 9:42
  try
• 9:43
  to
• 9:43
  understand
• 9:44
  the
• 9:45
  person
• 9:45
  and
• 9:46
  their
• 9:46
  frustrations
• 9:47
  and
• 9:48
  kind
• 9:48
  of
• 9:49
  where
• 9:49
  they
• 9:49
  have
• 9:50
  pain
• 9:50
  points.
• 9:51
  And
• 9:52
  then
• 9:52
  think
• 9:52
  about,
• 9:52
  okay,
• 9:53
  how
• 9:53
  can
• 9:53
  we
• 9:53
  address
• 9:54
  that
• 9:54
  through
• 9:55
  our
• 9:55
  solution?
• 9:55
  So
• 9:56
  the
• 9:56
  case
• 9:56
  of,
• 9:57
  the
• 9:57
  CFO
• 9:57
  that
• 9:57
  I
• 9:57
  just
• 9:58
  talked
• 9:58
  about.
• 9:58
  There's
• 9:59
  kind
• 9:59
  of
• 9:59
  two
• 10:00
  budgets
• 10:00
  that
• 10:01
  he
• 10:01
  deals
• 10:01
  with.
• 10:01
  There's,
• 10:02
  capital
• 10:02
  expenditures,
• 10:03
  and
• 10:03
  then
• 10:03
  there's
• 10:04
  the
• 10:04
  operating
• 10:04
  budget.
• 10:05
  And
• 10:06
  we
• 10:06
  found
• 10:07
  that,
• 10:07
  both
• 10:07
  of
• 10:07
  them
• 10:08
  are
• 10:08
  a
• 10:08
  problem,
• 10:08
  but
• 10:08
  if
• 10:09
  he
• 10:09
  can
• 10:09
  put
• 10:09
  something
• 10:10
  in
• 10:10
  the
• 10:10
  CapEx
• 10:10
  budget
• 10:11
  and
• 10:11
  it
• 10:11
  doesn't
• 10:12
  hit
• 10:12
  his
• 10:12
  operating
• 10:13
  budget,
• 10:13
  he's
• 10:13
  much
• 10:14
  more
• 10:14
  likely
• 10:15
  to
• 10:15
  say
• 10:15
  yes.
• 10:16
  So
• 10:16
  then
• 10:16
  it
• 10:16
  became
• 10:16
  like,
• 10:17
  how
• 10:17
  do
• 10:17
  we
• 10:17
  position
• 10:18
  a
• 10:18
  surgical
• 10:19
  robot
• 10:19
  so
• 10:19
  that
• 10:19
  it
• 10:20
  can
• 10:20
  hit
• 10:20
  a
• 10:21
  different
• 10:21
  budget?
• 10:22
  Instead
• 10:22
  of
• 10:22
  the
• 10:23
  one
• 10:23
  that
• 10:23
  he's
• 10:23
  the
• 10:23
  most
• 10:24
  worried
• 10:24
  about
• 10:24
  and
• 10:24
  manages
• 10:25
  the
• 10:25
  most
• 10:25
  closely.
• 10:26
  So
• 10:27
  understanding
• 10:27
  kind
• 10:27
  of
• 10:28
  the
• 10:28
  holistic
• 10:28
  person
• 10:29
  and
• 10:29
  their
• 10:30
  role
• 10:30
  before
• 10:30
  you
• 10:31
  ever
• 10:31
  get
• 10:31
  to
• 10:31
  the,
• 10:32
  your
• 10:32
  solution
• 10:33
  is,
• 10:33
  is
• 10:34
  really,
• 10:34
  really
• 10:34
  critical
• 10:35
  to
• 10:35
  finding
• 10:35
  those
• 10:35
  hidden
• 10:36
  opportunities
• 10:36
  that
• 10:37
  don't
• 10:37
  often
• 10:37
  come
• 10:37
  up.
• 10:38
  Yeah,
• 10:38
  an
• 10:38
  interesting
• 10:39
  point,
• 10:39
  isn't
• 10:39
  it?
• 10:39
  Because
• 10:40
  it,
• 10:40
  I
• 10:40
  think
• 10:40
  lots
• 10:41
  of
• 10:41
  people,
• 10:42
  I'm
• 10:42
  not
• 10:42
  gonna
• 10:42
  say
• 10:42
  all,
• 10:42
  but
• 10:42
  lots
• 10:43
  of
• 10:43
  people
• 10:43
  go
• 10:43
  in
• 10:43
  and
• 10:43
  they
• 10:43
  start
• 10:44
  with
• 10:44
  the
• 10:44
  solution.
• 10:45
  Yeah.
• 10:45
  And.
• 10:45
  Yeah.
• 10:45
  I,
• 10:45
  I
• 10:45
  always
• 10:46
  think
• 10:46
  to
• 10:46
  myself,
• 10:46
  how
• 10:46
  can
• 10:46
  you
• 10:46
  start
• 10:47
  with
• 10:47
  a
• 10:47
  solution
• 10:47
  when
• 10:48
  you
• 10:48
  don't
• 10:48
  know
• 10:49
  what
• 10:49
  the
• 10:49
  problem
• 10:49
  of
• 10:50
  is?
• 10:50
  That's
• 10:50
  like
• 10:50
  a,
• 10:51
  that's
• 10:51
  like
• 10:51
  someone
• 10:51
  comes
• 10:51
  to
• 10:51
  church
• 10:52
  selling
• 10:52
  me
• 10:52
  a
• 10:52
  holiday
• 10:53
  in
• 10:53
  the,
• 10:54
  I
• 10:54
  don't
• 10:54
  know,
• 10:54
  in
• 10:54
  the
• 10:54
  north
• 10:55
  of
• 10:55
  France
• 10:56
  when
• 10:56
  all
• 10:56
  I
• 10:56
  like
• 10:56
  doing
• 10:57
  is
• 10:57
  lying
• 10:57
  on
• 10:57
  a
• 10:57
  beach.
• 10:58
  Yeah,
• 10:58
  if
• 10:58
  I,
• 10:59
  they've
• 10:59
  told
• 10:59
  me
• 10:59
  about,
• 11:00
  oh,
• 11:00
  the
• 11:00
  rolling
• 11:00
  Hills,
• 11:01
  this,
• 11:01
  that,
• 11:01
  and
• 11:01
  I'm
• 11:01
  thinking,
• 11:02
  well,
• 11:02
  I
• 11:02
  want
• 11:02
  to
• 11:02
  go
• 11:03
  on
• 11:03
  land
• 11:03
  a
• 11:03
  beach,
• 11:04
  but
• 11:04
  you've
• 11:04
  not,
• 11:04
  you've
• 11:04
  not
• 11:04
  spoken
• 11:05
  to
• 11:05
  me,
• 11:05
  you've
• 11:05
  not
• 11:05
  seen
• 11:06
  me
• 11:06
  as
• 11:06
  a,
• 11:06
  as
• 11:06
  an,
• 11:07
  an
• 11:07
  individual.
• 11:07
  You've
• 11:07
  just
• 11:07
  seen
• 11:08
  me
• 11:08
  as,
• 11:08
  oh,
• 11:09
  he's
• 11:09
  a
• 11:09
  person
• 11:09
  that
• 11:09
  I
• 11:09
  can
• 11:10
  sell
• 11:10
  a
• 11:10
  holiday
• 11:10
  to
• 11:10
  and
• 11:10
  this
• 11:11
  is
• 11:11
  the
• 11:11
  holiday
• 11:11
  I've
• 11:11
  got.
• 11:12
  Whereas
• 11:12
  if
• 11:12
  you
• 11:12
  actually
• 11:13
  start
• 11:13
  ask,
• 11:13
  and
• 11:14
  this
• 11:14
  is
• 11:14
  what
• 11:14
  this
• 11:14
  is,
• 11:14
  this
• 11:14
  is
• 11:15
  pretty
• 11:15
  much
• 11:15
  what
• 11:15
  I
• 11:15
  was
• 11:15
  always
• 11:16
  taught
• 11:16
  when,
• 11:17
  when
• 11:17
  I
• 11:17
  first
• 11:17
  started
• 11:17
  telling
• 11:18
  it.
• 11:18
  Yeah.
• 11:18
  Have
• 11:18
  a
• 11:18
  conversation
• 11:19
  with
• 11:19
  people
• 11:20
  and
• 11:20
  actually
• 11:20
  try
• 11:20
  and
• 11:21
  see
• 11:21
  them.
• 11:21
  Through
• 11:22
  their
• 11:22
  own
• 11:22
  eyes
• 11:23
  so
• 11:23
  that
• 11:23
  you
• 11:23
  can
• 11:24
  see
• 11:24
  what,
• 11:25
  you
• 11:25
  just
• 11:25
  said,
• 11:25
  the
• 11:25
  emotional
• 11:26
  and
• 11:26
  the
• 11:26
  social.
• 11:26
  So
• 11:26
  you
• 11:27
  know,
• 11:27
  what,
• 11:27
  what,
• 11:28
  what
• 11:28
  affects
• 11:28
  them
• 11:29
  emotionally,
• 11:29
  what
• 11:29
  affects
• 11:29
  them
• 11:30
  socially,
• 11:30
  because
• 11:30
  you,
• 11:30
  you're
• 11:30
  in
• 11:31
  a
• 11:31
  workplace,
• 11:31
  nobody,
• 11:32
  the
• 11:32
  robot.
• 11:33
  That's
• 11:33
  right.
• 11:33
  So
• 11:33
  understanding
• 11:34
  those.
• 11:35
  Things
• 11:36
  can
• 11:36
  get
• 11:37
  you,
• 11:37
  I
• 11:37
  think,
• 11:37
  a
• 11:38
  lot
• 11:38
  better
• 11:39
  empathy
• 11:40
  with
• 11:40
  the
• 11:40
  person
• 11:41
  that
• 11:41
  you're
• 11:41
  working
• 11:41
  with,
• 11:41
  and
• 11:41
  therefore
• 11:42
  you
• 11:42
  can
• 11:42
  then
• 11:42
  start
• 11:43
  developing
• 11:43
  solutions
• 11:44
  that
• 11:44
  fit
• 11:45
  what
• 11:45
  their
• 11:45
  problem
• 11:45
  is
• 11:46
  rather
• 11:46
  than,
• 11:47
  every,
• 11:48
  what's
• 11:48
  the,
• 11:48
  what's
• 11:48
  the
• 11:48
  term
• 11:48
  they,
• 11:49
  they
• 11:49
  use?
• 11:50
  If
• 11:50
  you've
• 11:50
  only
• 11:50
  got
• 11:50
  a
• 11:50
  nail
• 11:51
  every
• 11:51
  now,
• 11:51
  if
• 11:52
  you've
• 11:52
  got
• 11:52
  every.
• 11:53
  Yep.
• 11:53
  Everything,
• 11:54
  yeah,
• 11:54
  every
• 11:54
  problem
• 11:55
  is
• 11:55
  a,
• 11:55
  is
• 11:55
  a
• 11:55
  nail
• 11:56
  or
• 11:56
  whatever.
• 11:56
  So
• 11:56
  something
• 11:57
  of
• 11:57
  that
• 11:57
  nature.
• 11:57
  But
• 11:57
  yeah,
• 11:58
  and
• 11:58
  it's
• 11:58
  the
• 11:58
  same
• 11:58
  thing
• 11:59
  if,
• 11:59
  if
• 11:59
  you,
• 12:00
  and
• 12:00
  I
• 12:00
  always
• 12:00
  say
• 12:00
  this
• 12:00
  to
• 12:00
  people,
• 12:01
  if
• 12:01
  you've
• 12:01
  got
• 12:01
  that
• 12:01
  product,
• 12:02
  you
• 12:02
  can't
• 12:02
  just
• 12:02
  go
• 12:02
  and
• 12:03
  shoehorn
• 12:03
  it
• 12:03
  in
• 12:04
  to
• 12:04
  every
• 12:04
  mm-hmm.
• 12:05
  Facility.
• 12:05
  Some
• 12:05
  facilities
• 12:06
  won't,
• 12:06
  won't
• 12:06
  need
• 12:07
  it.
• 12:07
  Go
• 12:07
  and
• 12:07
  find
• 12:08
  the
• 12:08
  people
• 12:08
  who've
• 12:08
  got
• 12:09
  the
• 12:09
  problem,
• 12:09
  and
• 12:10
  actually
• 12:10
  then
• 12:10
  go
• 12:10
  and
• 12:10
  provide
• 12:11
  a
• 12:11
  solution
• 12:11
  that's
• 12:11
  actually
• 12:12
  going
• 12:12
  to,
• 12:12
  if
• 12:12
  you
• 12:12
  put
• 12:13
  it,
• 12:13
  deal
• 12:14
  with
• 12:14
  those
• 12:14
  pain
• 12:15
  points.
• 12:15
  And
• 12:15
  then,
• 12:15
  so
• 12:16
  just
• 12:16
  in
• 12:16
  that,
• 12:16
  because.
• 12:17
  What
• 12:17
  I
• 12:17
  find
• 12:17
  when
• 12:17
  I
• 12:17
  speak
• 12:18
  to
• 12:18
  lots
• 12:18
  of
• 12:18
  of
• 12:19
  people,
• 12:19
  and
• 12:19
  you're
• 12:20
  talking
• 12:20
  about,
• 12:21
  looking
• 12:21
  at
• 12:21
  decision
• 12:21
  makers
• 12:22
  and
• 12:22
  looking
• 12:22
  at
• 12:22
  the
• 12:22
  influencers,
• 12:23
  I,
• 12:23
  I
• 12:24
  have
• 12:24
  a
• 12:24
  distinction
• 12:25
  between
• 12:25
  a
• 12:25
  positive
• 12:26
  person
• 12:26
  and
• 12:27
  then
• 12:27
  a
• 12:27
  champion.
• 12:27
  Because
• 12:28
  the
• 12:28
  champion
• 12:28
  is
• 12:29
  gonna
• 12:29
  get
• 12:29
  stuff
• 12:29
  done,
• 12:29
  the
• 12:29
  positive
• 12:30
  person's
• 12:30
  gonna
• 12:30
  speak
• 12:31
  nicely
• 12:31
  about
• 12:31
  the
• 12:31
  product,
• 12:31
  but
• 12:32
  not
• 12:32
  necessarily
• 12:32
  give
• 12:33
  you
• 12:33
  commercial
• 12:33
  traction.
• 12:33
  How
• 12:34
  would,
• 12:34
  how
• 12:34
  do
• 12:35
  you,
• 12:35
  when
• 12:35
  you
• 12:35
  look
• 12:35
  at,
• 12:36
  and
• 12:36
  you're
• 12:36
  in
• 12:36
  those
• 12:36
  situations,
• 12:37
  do
• 12:37
  you.
• 12:38
  Tell
• 12:38
  the
• 12:38
  difference
• 12:39
  or
• 12:39
  and
• 12:40
  advise
• 12:40
  companies
• 12:40
  to
• 12:40
  tell
• 12:41
  the
• 12:41
  difference
• 12:41
  between
• 12:41
  clinical
• 12:42
  enthusiasm
• 12:43
  and
• 12:43
  an
• 12:43
  actual
• 12:44
  activity
• 12:45
  and
• 12:45
  action
• 12:45
  that's
• 12:45
  gonna
• 12:45
  lead
• 12:45
  to
• 12:46
  commercial
• 12:46
  traction?
• 12:46
  Yeah,
• 12:47
  it's,
• 12:47
  it
• 12:48
  comes
• 12:48
  up
• 12:48
  through
• 12:48
  the
• 12:48
  conversation
• 12:49
  where,
• 12:50
  you
• 12:50
  kinda
• 12:50
  ask,
• 12:50
  what
• 12:51
  their
• 12:51
  role
• 12:52
  is.
• 12:52
  In
• 12:53
  the
• 12:53
  decision
• 12:53
  making
• 12:53
  process,
• 12:54
  and
• 12:54
  you
• 12:54
  don't
• 12:54
  actually
• 12:55
  come
• 12:55
  out
• 12:55
  and
• 12:55
  be
• 12:55
  like,
• 12:55
  do
• 12:56
  you
• 12:56
  get
• 12:56
  to
• 12:56
  make
• 12:56
  decisions
• 12:57
  or
• 12:57
  do
• 12:57
  you
• 12:57
  just
• 12:57
  influence
• 12:58
  things?
• 12:58
  You,
• 12:58
  you
• 12:58
  ask
• 12:59
  them
• 12:59
  to
• 12:59
  tell
• 12:59
  you
• 12:59
  stories
• 13:00
  of
• 13:00
  like,
• 13:00
  oh,
• 13:00
  tell
• 13:00
  me,
• 13:01
  tell
• 13:01
  me
• 13:01
  a
• 13:01
  story
• 13:02
  of
• 13:02
  the
• 13:02
  last
• 13:02
  time.
• 13:03
  Say
• 13:04
  a
• 13:04
  clinician
• 13:05
  came
• 13:05
  in
• 13:05
  and
• 13:05
  asked
• 13:06
  to
• 13:06
  adopt
• 13:07
  this
• 13:07
  new
• 13:07
  device,
• 13:08
  and
• 13:09
  you
• 13:09
  kinda
• 13:09
  keep
• 13:10
  probing
• 13:10
  in
• 13:10
  that
• 13:11
  story.
• 13:11
  I
• 13:11
  often
• 13:11
  say
• 13:11
  that
• 13:12
  the
• 13:12
  first
• 13:13
  question
• 13:13
  is
• 13:13
  the
• 13:13
  least
• 13:14
  important.
• 13:14
  It's
• 13:14
  the
• 13:14
  follow
• 13:15
  up
• 13:15
  ones.
• 13:16
  And
• 13:16
  so
• 13:16
  you
• 13:16
  kind
• 13:16
  of
• 13:16
  keep
• 13:17
  asking,
• 13:18
  tell
• 13:18
  me
• 13:18
  more,
• 13:19
  tell
• 13:19
  me
• 13:19
  more
• 13:19
  about
• 13:19
  this,
• 13:20
  tell
• 13:20
  me
• 13:20
  more
• 13:20
  about
• 13:20
  that
• 13:21
  moment.
• 13:21
  And
• 13:22
  it
• 13:22
  helps
• 13:23
  you
• 13:23
  kind
• 13:23
  of
• 13:23
  suss
• 13:24
  out,
• 13:24
  one
• 13:25
  who
• 13:25
  has
• 13:25
  kind
• 13:26
  of
• 13:26
  what
• 13:26
  type
• 13:26
  of
• 13:27
  power
• 13:27
  within
• 13:28
  that
• 13:28
  stakeholder
• 13:28
  group.
• 13:29
  Figuring
• 13:29
  out
• 13:29
  who
• 13:30
  that
• 13:30
  ultimate
• 13:30
  decision
• 13:31
  maker
• 13:31
  is.
• 13:31
  But
• 13:32
  also
• 13:32
  kind
• 13:32
  of
• 13:32
  their,
• 13:33
  their
• 13:33
  tendencies.
• 13:34
  Do
• 13:34
  they
• 13:34
  tend
• 13:34
  to
• 13:34
  be
• 13:34
  negative?
• 13:35
  Do
• 13:35
  they
• 13:35
  tend
• 13:35
  to
• 13:35
  be
• 13:36
  enthusiastic?
• 13:37
  Because
• 13:37
  that
• 13:37
  also
• 13:38
  factors
• 13:38
  into,
• 13:39
  how
• 13:39
  people
• 13:40
  in
• 13:40
  the
• 13:40
  committee
• 13:40
  see
• 13:41
  things.
• 13:41
  If
• 13:41
  someone
• 13:41
  who's
• 13:41
  always
• 13:42
  enthusiastic
• 13:43
  is
• 13:43
  enthusiastic,
• 13:44
  once
• 13:44
  again,
• 13:44
  it
• 13:45
  doesn't
• 13:45
  really
• 13:45
  count
• 13:45
  as
• 13:46
  much
• 13:46
  'cause
• 13:46
  you're
• 13:46
  always
• 13:46
  enthusiastic.
• 13:47
  Whereas
• 13:48
  if
• 13:48
  somebody
• 13:48
  who
• 13:49
  is
• 13:49
  normally
• 13:50
  a
• 13:50
  skeptic
• 13:51
  is
• 13:51
  very
• 13:51
  enthusiastic
• 13:52
  about
• 13:52
  an
• 13:52
  idea,
• 13:52
  that
• 13:53
  counts
• 13:53
  a
• 13:53
  lot
• 13:54
  more
• 13:54
  kind
• 13:54
  of
• 13:55
  in
• 13:55
  that
• 13:55
  ultimate
• 13:56
  decision
• 13:56
  maker's
• 13:57
  weighing
• 13:58
  of
• 13:58
  the
• 13:58
  options.
• 13:59
  Yeah,
• 13:59
  I,
• 13:59
  I
• 13:59
  think
• 14:00
  that's
• 14:00
  a
• 14:00
  really
• 14:00
  good
• 14:01
  point
• 14:02
  actually
• 14:02
  in
• 14:02
  terms
• 14:02
  of,
• 14:03
  it's
• 14:03
  not
• 14:03
  just
• 14:03
  about
• 14:04
  how
• 14:04
  enthusiastic
• 14:05
  they
• 14:05
  may
• 14:05
  be,
• 14:06
  but
• 14:06
  how
• 14:07
  has
• 14:07
  their
• 14:07
  enthusia
• 14:07
  changed
• 14:08
  and,
• 14:09
  and,
• 14:09
  and
• 14:09
  is
• 14:09
  it
• 14:09
  out?
• 14:10
  And
• 14:10
  if
• 14:10
  that
• 14:10
  enthusiasm
• 14:11
  out
• 14:11
  of
• 14:11
  character
• 14:12
  for
• 14:12
  that
• 14:13
  individual,
• 14:13
  'cause
• 14:13
  that
• 14:13
  gives
• 14:13
  you
• 14:14
  a
• 14:14
  much
• 14:14
  better
• 14:14
  find
• 14:14
  than,
• 14:15
  as
• 14:15
  you
• 14:15
  said,
• 14:15
  if
• 14:15
  you've
• 14:16
  got
• 14:16
  someone
• 14:16
  who's
• 14:16
  just
• 14:16
  always
• 14:16
  enthusiastic.
• 14:17
  Well,
• 14:18
  are
• 14:18
  they
• 14:18
  really
• 14:18
  enthused
• 14:19
  by
• 14:19
  it
• 14:19
  or
• 14:19
  is
• 14:19
  that
• 14:19
  just
• 14:20
  their
• 14:20
  nature
• 14:21
  of
• 14:21
  the
• 14:21
  way
• 14:21
  they
• 14:21
  behave?
• 14:22
  And,
• 14:22
  and,
• 14:22
  and
• 14:22
  that's
• 14:23
  not
• 14:23
  necessarily
• 14:23
  gonna
• 14:23
  lead.
• 14:24
  To
• 14:24
  actually,
• 14:25
  a
• 14:25
  commercial
• 14:25
  outcome.
• 14:26
  So,
• 14:26
  so
• 14:26
  just
• 14:26
  on
• 14:26
  that,
• 14:27
  because
• 14:27
  I've
• 14:27
  been,
• 14:27
  we've
• 14:28
  been
• 14:28
  speaking
• 14:28
  a
• 14:28
  bit
• 14:28
  hypothetically,
• 14:29
  you've
• 14:29
  been
• 14:29
  given
• 14:30
  examples.
• 14:30
  Yeah.
• 14:30
  But
• 14:31
  can
• 14:31
  you,
• 14:31
  can
• 14:31
  you
• 14:31
  think
• 14:31
  of,
• 14:32
  or
• 14:32
  provide
• 14:32
  an
• 14:32
  example
• 14:33
  of
• 14:33
  a
• 14:33
  client
• 14:34
  Who
• 14:34
  actually
• 14:34
  then
• 14:34
  transformed
• 14:35
  their
• 14:35
  strategy
• 14:36
  based
• 14:36
  on
• 14:36
  stakeholder
• 14:37
  insights?
• 14:38
  Just
• 14:38
  to
• 14:38
  bring
• 14:38
  it
• 14:38
  to,
• 14:39
  to,
• 14:39
  to
• 14:39
  light
• 14:39
  for,
• 14:40
  for
• 14:40
  the
• 14:40
  audience,
• 14:40
  listening.
• 14:41
  Yeah.
• 14:41
  So
• 14:41
  I
• 14:42
  was
• 14:42
  working
• 14:42
  with
• 14:42
  a,
• 14:43
  a
• 14:43
  big
• 14:43
  med
• 14:44
  device
• 14:44
  company
• 14:44
  in
• 14:45
  their,
• 14:45
  cardiovascular
• 14:46
  division.
• 14:47
  And
• 14:47
  they
• 14:47
  primarily
• 14:48
  serve.
• 14:49
  Heart
• 14:49
  cath
• 14:49
  lab,
• 14:49
  so
• 14:50
  catheterization
• 14:51
  labs.
• 14:51
  And
• 14:52
  so
• 14:52
  we
• 14:52
  did
• 14:52
  research
• 14:53
  in
• 14:53
  the
• 14:53
  US
• 14:54
  in
• 14:54
  Brazil,
• 14:55
  in
• 14:55
  the
• 14:55
  Philippines.
• 14:56
  It
• 14:56
  was
• 14:56
  global
• 14:56
  research
• 14:57
  and
• 14:57
  we
• 14:57
  were
• 14:57
  looking
• 14:58
  at
• 14:58
  all
• 14:59
  the
• 14:59
  various
• 14:59
  stakeholders
• 15:00
  taking
• 15:00
  into
• 15:00
  account,
• 15:01
  like
• 15:01
  private
• 15:01
  insurance,
• 15:02
  public
• 15:02
  insurance,
• 15:03
  private
• 15:03
  hospital,
• 15:04
  all
• 15:04
  the
• 15:04
  different
• 15:05
  machinations.
• 15:06
  And
• 15:07
  what
• 15:07
  we
• 15:07
  found
• 15:08
  was
• 15:09
  that
• 15:10
  really
• 15:11
  all
• 15:11
  of
• 15:11
  the
• 15:11
  existing.
• 15:13
  Tools
• 15:13
  and
• 15:13
  devices
• 15:14
  used
• 15:14
  in
• 15:15
  cath
• 15:15
  labs
• 15:16
  were
• 15:16
  good
• 15:16
  enough.
• 15:17
  Could
• 15:17
  they
• 15:17
  be
• 15:17
  improved?
• 15:18
  Things
• 15:18
  could
• 15:18
  always
• 15:19
  be
• 15:19
  improved,
• 15:19
  but
• 15:20
  everybody
• 15:21
  felt
• 15:21
  that
• 15:21
  they
• 15:22
  had
• 15:22
  kind
• 15:22
  of
• 15:22
  hit
• 15:22
  the
• 15:23
  right
• 15:23
  performance
• 15:24
  versus
• 15:24
  cost
• 15:25
  balance,
• 15:26
  and
• 15:26
  so
• 15:26
  something
• 15:27
  had
• 15:27
  to
• 15:27
  be
• 15:28
  just
• 15:28
  light.
• 15:29
  Years
• 15:30
  better
• 15:30
  to
• 15:30
  change.
• 15:31
  But
• 15:31
  what
• 15:31
  we
• 15:32
  did
• 15:32
  find
• 15:32
  is
• 15:32
  that
• 15:33
  there
• 15:33
  were
• 15:33
  huge
• 15:34
  gaps
• 15:35
  in.
• 15:36
  Kind
• 15:36
  of
• 15:36
  the
• 15:36
  service,
• 15:37
  the
• 15:37
  experience,
• 15:38
  how
• 15:38
  the
• 15:38
  labs
• 15:39
  are
• 15:39
  managed,
• 15:40
  how
• 15:40
  things
• 15:40
  are
• 15:40
  scheduled.
• 15:41
  And
• 15:42
  so
• 15:43
  the
• 15:43
  big
• 15:43
  change
• 15:44
  was
• 15:44
  actually
• 15:44
  saying,
• 15:45
  Hey,
• 15:45
  can
• 15:45
  we
• 15:45
  create
• 15:46
  services
• 15:47
  that
• 15:47
  go
• 15:48
  with
• 15:48
  these
• 15:49
  medical
• 15:49
  devices
• 15:50
  that
• 15:50
  we
• 15:50
  already
• 15:50
  have
• 15:51
  and
• 15:52
  use
• 15:52
  that
• 15:52
  as
• 15:52
  a
• 15:52
  way
• 15:53
  to
• 15:53
  increase
• 15:53
  revenue?
• 15:54
  And
• 15:54
  so
• 15:54
  that
• 15:54
  is
• 15:55
  a
• 15:55
  huge.
• 15:56
  Huge
• 15:57
  shift
• 15:57
  for
• 15:57
  a
• 15:57
  company
• 15:58
  that
• 15:58
  makes
• 15:58
  medical
• 15:58
  devices
• 15:59
  to
• 15:59
  kind
• 15:59
  of
• 16:00
  think
• 16:00
  about
• 16:00
  going
• 16:00
  into
• 16:01
  the
• 16:01
  service
• 16:01
  industry.
• 16:02
  And
• 16:03
  so
• 16:03
  there
• 16:03
  was
• 16:03
  a
• 16:03
  lot
• 16:04
  of
• 16:04
  discussion
• 16:04
  of
• 16:04
  like,
• 16:04
  who
• 16:05
  do,
• 16:05
  who
• 16:05
  can
• 16:05
  we
• 16:05
  partner
• 16:06
  with?
• 16:07
  What
• 16:07
  services
• 16:08
  does
• 16:08
  it
• 16:08
  make
• 16:08
  sense
• 16:08
  to
• 16:08
  go
• 16:09
  into?
• 16:10
  What
• 16:10
  creates
• 16:11
  kind
• 16:11
  of
• 16:11
  competitive
• 16:12
  advantage?
• 16:12
  Because
• 16:12
  if
• 16:13
  we
• 16:13
  can
• 16:13
  wrap
• 16:13
  a
• 16:13
  service
• 16:14
  with
• 16:15
  this,
• 16:16
  catheter
• 16:16
  or
• 16:17
  with
• 16:17
  this
• 16:17
  device
• 16:18
  and
• 16:18
  actually.
• 16:19
  Truly
• 16:20
  distinguishes
• 16:20
  us
• 16:20
  from
• 16:21
  competition
• 16:21
  and
• 16:21
  kind
• 16:22
  of
• 16:22
  locks
• 16:22
  people
• 16:22
  in.
• 16:23
  So
• 16:23
  it,
• 16:24
  it
• 16:24
  completely
• 16:25
  shifted
• 16:25
  really
• 16:26
  the
• 16:26
  r
• 16:27
  and
• 16:27
  d
• 16:27
  and
• 16:27
  the
• 16:27
  development
• 16:28
  focus
• 16:28
  from,
• 16:29
  from
• 16:30
  how
• 16:30
  do
• 16:30
  we
• 16:30
  improve
• 16:31
  what
• 16:31
  we
• 16:31
  have
• 16:31
  to,
• 16:32
  how
• 16:32
  do
• 16:32
  we
• 16:32
  start
• 16:32
  wrapping
• 16:33
  services
• 16:33
  around
• 16:34
  what
• 16:34
  we
• 16:34
  make?
• 16:34
  And
• 16:35
  that,
• 16:35
  that's
• 16:35
  a
• 16:35
  brilliant
• 16:35
  example
• 16:36
  actually.
• 16:36
  'cause
• 16:36
  I
• 16:36
  think
• 16:37
  that
• 16:37
  especially,
• 16:38
  founders
• 16:38
  and,
• 16:39
  and
• 16:39
  newer
• 16:39
  businesses.
• 16:40
  The
• 16:40
  business
• 16:40
  you're
• 16:40
  talking
• 16:41
  about
• 16:41
  is
• 16:41
  obviously
• 16:41
  a
• 16:41
  bigger
• 16:41
  business,
• 16:42
  so
• 16:42
  they've
• 16:42
  got,
• 16:42
  they've
• 16:42
  got
• 16:42
  the
• 16:43
  finances
• 16:43
  to
• 16:43
  do
• 16:43
  those
• 16:44
  sorts
• 16:44
  of
• 16:44
  things,
• 16:44
  but
• 16:45
  I
• 16:45
  think
• 16:45
  that
• 16:45
  the
• 16:46
  learning
• 16:46
  is
• 16:47
  still
• 16:47
  exactly
• 16:48
  the
• 16:48
  same,
• 16:48
  that
• 16:48
  you
• 16:48
  can't
• 16:49
  go
• 16:49
  in.
• 16:49
  And
• 16:50
  just
• 16:50
  focus
• 16:51
  on
• 16:51
  what
• 16:51
  you've
• 16:52
  got
• 16:52
  and
• 16:52
  think,
• 16:52
  well,
• 16:52
  I've
• 16:53
  got
• 16:53
  this,
• 16:53
  so
• 16:53
  I've
• 16:53
  just
• 16:54
  gotta
• 16:54
  find
• 16:54
  a
• 16:54
  way
• 16:54
  to
• 16:54
  sell
• 16:54
  it
• 16:55
  without
• 16:56
  really
• 16:56
  understanding.
• 16:57
  'cause
• 16:57
  in
• 16:57
  that
• 16:57
  situation,
• 16:58
  if
• 16:58
  they
• 16:58
  didn't
• 16:58
  understand
• 16:59
  from
• 16:59
  that
• 16:59
  stakeholder,
• 17:00
  the
• 17:00
  mapping
• 17:01
  what
• 17:01
  people
• 17:01
  are
• 17:02
  motivated
• 17:02
  by,
• 17:02
  what
• 17:02
  the
• 17:03
  real
• 17:03
  challenge
• 17:03
  is.
• 17:04
  And
• 17:04
  the
• 17:04
  challenge
• 17:04
  wasn't
• 17:05
  the
• 17:05
  product.
• 17:05
  'cause
• 17:06
  as
• 17:06
  you
• 17:06
  said,
• 17:06
  the
• 17:06
  pro,
• 17:07
  the
• 17:07
  service
• 17:07
  area
• 17:08
  was
• 17:08
  serviced,
• 17:09
  to
• 17:09
  a
• 17:09
  satisfactory
• 17:10
  level.
• 17:10
  So
• 17:10
  you
• 17:10
  could
• 17:10
  have
• 17:10
  been
• 17:10
  banging
• 17:11
  it,
• 17:11
  which,
• 17:11
  which
• 17:11
  is
• 17:12
  what
• 17:12
  lots
• 17:12
  of
• 17:12
  people
• 17:12
  have
• 17:12
  done
• 17:13
  that
• 17:13
  they
• 17:13
  thought,
• 17:13
  oh
• 17:13
  well.
• 17:14
  I've
• 17:14
  gotta
• 17:14
  add
• 17:14
  this
• 17:14
  onto
• 17:15
  it,
• 17:15
  I've
• 17:15
  gotta
• 17:15
  spend
• 17:15
  a
• 17:15
  bit
• 17:15
  more
• 17:15
  money
• 17:16
  on
• 17:16
  that.
• 17:16
  And
• 17:16
  then
• 17:17
  you
• 17:17
  might
• 17:17
  get
• 17:17
  an
• 17:17
  incremental
• 17:18
  improvement,
• 17:18
  but
• 17:18
  no
• 17:19
  one's
• 17:19
  gonna
• 17:19
  buy
• 17:19
  it.
• 17:19
  'cause
• 17:19
  it's
• 17:20
  like,
• 17:20
  well,
• 17:20
  we're
• 17:21
  fine
• 17:21
  with
• 17:21
  what
• 17:21
  we've
• 17:21
  got
• 17:22
  and
• 17:22
  what
• 17:22
  you've
• 17:22
  done
• 17:23
  is
• 17:23
  basic.
• 17:23
  And
• 17:24
  the
• 17:24
  companies
• 17:24
  that
• 17:24
  basically
• 17:25
  said,
• 17:25
  actually
• 17:25
  no,
• 17:25
  this
• 17:26
  is
• 17:26
  the
• 17:26
  pain
• 17:26
  point.
• 17:27
  So
• 17:27
  let's
• 17:28
  solve
• 17:28
  the
• 17:28
  pain
• 17:28
  point.
• 17:29
  And
• 17:29
  yes,
• 17:30
  it
• 17:30
  might
• 17:30
  take
• 17:30
  a
• 17:30
  bit
• 17:30
  more
• 17:30
  money.
• 17:31
  Yes,
• 17:31
  it
• 17:31
  might
• 17:31
  change
• 17:32
  a
• 17:32
  bit
• 17:32
  of
• 17:32
  direction,
• 17:33
  but
• 17:34
  it's
• 17:34
  gonna
• 17:34
  lead
• 17:35
  to
• 17:35
  an
• 17:35
  outcome.
• 17:35
  So
• 17:36
  on
• 17:36
  that,
• 17:36
  what
• 17:37
  was
• 17:37
  the
• 17:37
  outcome
• 17:37
  of,
• 17:38
  of
• 17:38
  that
• 17:38
  change
• 17:38
  and
• 17:38
  that
• 17:39
  shift?
• 17:39
  So
• 17:39
  they,
• 17:40
  it
• 17:40
  was
• 17:40
  interesting.
• 17:41
  One
• 17:41
  of
• 17:41
  the,
• 17:42
  the
• 17:42
  things
• 17:42
  we
• 17:42
  found
• 17:42
  was
• 17:42
  just
• 17:43
  inventory
• 17:43
  management,
• 17:44
  especially
• 17:44
  in
• 17:45
  kinda
• 17:45
  standalone
• 17:46
  heart
• 17:46
  cath
• 17:46
  labs.
• 17:47
  And
• 17:48
  so
• 17:48
  we're
• 17:48
  like,
• 17:48
  oh,
• 17:49
  this
• 17:49
  is
• 17:49
  something
• 17:50
  completely
• 17:50
  different,
• 17:51
  but
• 17:51
  it
• 17:51
  touches.
• 17:52
  The
• 17:52
  products
• 17:53
  that
• 17:53
  this
• 17:53
  company
• 17:54
  made.
• 17:54
  And
• 17:54
  so
• 17:55
  we
• 17:55
  actually
• 17:55
  started
• 17:56
  looking
• 17:56
  into,
• 17:56
  and,
• 17:57
  and
• 17:57
  building
• 17:57
  out
• 17:57
  and
• 17:58
  prototyping,
• 17:59
  how
• 17:59
  can
• 17:59
  you
• 17:59
  create
• 17:59
  a
• 17:59
  closet
• 18:00
  or
• 18:00
  shelves
• 18:01
  or,
• 18:01
  even
• 18:02
  slots
• 18:03
  that
• 18:03
  actually
• 18:03
  will
• 18:03
  do
• 18:04
  the
• 18:04
  automatic
• 18:05
  sort
• 18:05
  of
• 18:05
  inventory
• 18:06
  tracking.
• 18:06
  So
• 18:07
  when
• 18:07
  something
• 18:07
  gets
• 18:07
  pulled
• 18:08
  out
• 18:08
  that
• 18:08
  gets
• 18:09
  registered
• 18:09
  and
• 18:10
  then
• 18:10
  things
• 18:10
  are
• 18:10
  automatically
• 18:11
  reordered
• 18:11
  to
• 18:12
  eliminate
• 18:12
  the
• 18:12
  need
• 18:13
  for
• 18:13
  inventory
• 18:14
  tracking
• 18:15
  reordering
• 18:16
  by
• 18:16
  people
• 18:16
  in
• 18:17
  the
• 18:17
  office.
• 18:17
  And
• 18:18
  it's
• 18:18
  just
• 18:18
  taken
• 18:18
  care
• 18:18
  of.
• 18:19
  And
• 18:19
  so
• 18:19
  that
• 18:19
  still
• 18:20
  leveraged
• 18:21
  their
• 18:21
  product
• 18:21
  development,
• 18:22
  all
• 18:22
  of
• 18:22
  their
• 18:23
  kind
• 18:23
  of
• 18:23
  IT
• 18:23
  capabilities.
• 18:25
  and,
• 18:25
  certainly
• 18:25
  cost
• 18:26
  money.
• 18:26
  But
• 18:26
  again,
• 18:26
  it
• 18:26
  was
• 18:27
  able
• 18:27
  to
• 18:27
  shift
• 18:28
  like
• 18:28
  what
• 18:28
  budget
• 18:29
  it
• 18:29
  came
• 18:29
  from
• 18:30
  and
• 18:31
  yeah,
• 18:31
  it's,
• 18:32
  it's
• 18:32
  in
• 18:32
  prototype,
• 18:33
  it's
• 18:33
  in
• 18:33
  pilot
• 18:34
  in,
• 18:34
  in
• 18:34
  several
• 18:35
  places,
• 18:35
  kind
• 18:35
  of
• 18:35
  around
• 18:36
  the
• 18:36
  world
• 18:36
  to
• 18:36
  really
• 18:37
  get
• 18:37
  that
• 18:38
  ROI
• 18:39
  sort
• 18:39
  of
• 18:39
  proven
• 18:39
  out.
• 18:40
  Yeah,
• 18:40
  that's
• 18:40
  excellent
• 18:40
  because
• 18:41
  yeah,
• 18:41
  it
• 18:41
  had,
• 18:42
  had
• 18:42
  that
• 18:42
  not
• 18:42
  been
• 18:43
  done,
• 18:43
  the
• 18:43
  chances
• 18:43
  are
• 18:44
  either.
• 18:46
  People
• 18:46
  who
• 18:46
  said,
• 18:46
  oh,
• 18:46
  well
• 18:47
  this
• 18:47
  isn't
• 18:47
  a
• 18:47
  market
• 18:47
  for
• 18:48
  us
• 18:48
  or
• 18:48
  to
• 18:48
  be
• 18:49
  e
• 18:49
  either
• 18:50
  one
• 18:50
  of
• 18:50
  two.
• 18:50
  Extreme
• 18:51
  either.
• 18:51
  This
• 18:51
  isn't
• 18:51
  a
• 18:51
  market
• 18:52
  for
• 18:52
  us.
• 18:52
  'cause
• 18:52
  no
• 18:52
  one
• 18:52
  ever
• 18:53
  wants
• 18:53
  to
• 18:53
  accept
• 18:53
  that
• 18:53
  the
• 18:53
  product
• 18:54
  isn't
• 18:54
  right
• 18:54
  for
• 18:54
  that
• 18:54
  isn't
• 18:55
  a
• 18:55
  right
• 18:55
  fit.
• 18:56
  Oh
• 18:56
  it's
• 18:56
  not
• 18:56
  a,
• 18:56
  it's
• 18:56
  not
• 18:56
  a
• 18:56
  market
• 18:56
  for
• 18:56
  us.
• 18:57
  Or
• 18:57
  it
• 18:58
  be
• 18:58
  banging
• 18:58
  the
• 18:58
  head
• 18:58
  against
• 18:59
  the
• 18:59
  brick
• 18:59
  wall
• 18:59
  just
• 18:59
  going
• 19:00
  in
• 19:00
  and
• 19:00
  do
• 19:00
  more
• 19:00
  and
• 19:01
  more
• 19:01
  activity
• 19:01
  thinking,
• 19:02
  oh,
• 19:02
  if
• 19:02
  we,
• 19:02
  if
• 19:02
  we
• 19:03
  just
• 19:03
  throw
• 19:03
  more
• 19:03
  money
• 19:03
  at
• 19:04
  sooner
• 19:04
  or
• 19:04
  later
• 19:04
  somebody's
• 19:05
  gonna
• 19:05
  accept
• 19:06
  it.
• 19:06
  'cause
• 19:06
  that's,
• 19:06
  those
• 19:07
  are
• 19:07
  the
• 19:07
  two
• 19:07
  things
• 19:07
  that
• 19:07
  tend
• 19:08
  to
• 19:08
  happen.
• 19:09
  So,
• 19:09
  so.
• 19:09
  In
• 19:10
  terms
• 19:10
  of,
• 19:11
  we've
• 19:11
  talked
• 19:11
  about,
• 19:11
  that's
• 19:12
  a
• 19:12
  really
• 19:12
  good
• 19:12
  example,
• 19:13
  of
• 19:13
  understanding
• 19:14
  the
• 19:14
  stakeholders
• 19:15
  and
• 19:15
  then
• 19:15
  changing
• 19:16
  based
• 19:16
  on
• 19:16
  what
• 19:16
  those
• 19:17
  stakeholders
• 19:17
  are.
• 19:18
  So
• 19:18
  that's
• 19:19
  based
• 19:19
  on
• 19:19
  you
• 19:20
  getting
• 19:20
  insights
• 19:21
  and
• 19:21
  you
• 19:21
  get
• 19:21
  and
• 19:21
  you
• 19:21
  getting
• 19:22
  information.
• 19:23
  Is
• 19:23
  there
• 19:23
  any
• 19:23
  specific
• 19:24
  steps
• 19:24
  or
• 19:24
  key
• 19:25
  steps,
• 19:25
  that
• 19:25
  you
• 19:26
  go
• 19:26
  through
• 19:27
  to
• 19:27
  take,
• 19:27
  okay,
• 19:27
  I've
• 19:28
  got
• 19:28
  these
• 19:28
  insights.
• 19:29
  How
• 19:29
  do
• 19:29
  you
• 19:29
  turn
• 19:30
  those
• 19:30
  insights?
• 19:31
  Into
• 19:31
  something
• 19:32
  that
• 19:32
  generates
• 19:33
  opportunities.
• 19:33
  And
• 19:34
  obviously
• 19:34
  the
• 19:34
  example
• 19:34
  you
• 19:34
  gave
• 19:35
  is
• 19:35
  one
• 19:35
  of
• 19:35
  those.
• 19:35
  I'm
• 19:36
  just
• 19:36
  trying
• 19:36
  to
• 19:36
  think
• 19:36
  if
• 19:36
  there's
• 19:36
  any
• 19:37
  specifics
• 19:37
  that
• 19:37
  you
• 19:38
  say,
• 19:38
  right.
• 19:38
  When
• 19:38
  we
• 19:38
  go
• 19:39
  in,
• 19:39
  we
• 19:39
  look
• 19:39
  for
• 19:40
  these
• 19:40
  things
• 19:41
  and
• 19:41
  then
• 19:41
  this
• 19:41
  is
• 19:41
  how
• 19:41
  we
• 19:42
  turn
• 19:42
  those,
• 19:42
  this
• 19:43
  is
• 19:43
  how
• 19:43
  we,
• 19:43
  we
• 19:43
  collect
• 19:43
  those
• 19:44
  insights.
• 19:44
  Sorry
• 19:44
  to
• 19:45
  start
• 19:45
  off
• 19:45
  first
• 19:45
  and
• 19:46
  then
• 19:46
  this
• 19:46
  is
• 19:46
  how
• 19:46
  we
• 19:46
  then,
• 19:46
  turn
• 19:47
  them
• 19:47
  into
• 19:48
  something
• 19:48
  that
• 19:49
  can
• 19:49
  actually
• 19:49
  generate
• 19:50
  revenue.
• 19:50
  Yeah.
• 19:50
  So
• 19:51
  first
• 19:51
  thing
• 19:51
  is
• 19:51
  with
• 19:52
  planning
• 19:52
  the
• 19:52
  interview,
• 19:53
  I
• 19:53
  always
• 19:53
  go
• 19:53
  in
• 19:54
  with,
• 19:54
  here
• 19:54
  are
• 19:54
  three
• 19:55
  things
• 19:55
  I
• 19:55
  need
• 19:55
  to
• 19:56
  learn.
• 19:56
  Before
• 19:56
  the
• 19:57
  interview
• 19:57
  ends.
• 19:57
  'cause
• 19:58
  typically
• 19:58
  you
• 19:58
  go
• 19:58
  in
• 19:58
  with
• 19:58
  kind
• 19:59
  of
• 19:59
  your
• 19:59
  long
• 19:59
  list
• 19:59
  of
• 19:59
  questions
• 20:00
  and
• 20:00
  you
• 20:00
  can
• 20:00
  get
• 20:01
  lost
• 20:01
  in
• 20:01
  that.
• 20:01
  And
• 20:02
  so
• 20:02
  I
• 20:02
  just
• 20:02
  try
• 20:02
  to
• 20:02
  hold
• 20:03
  in
• 20:03
  my
• 20:03
  head,
• 20:03
  here
• 20:04
  are
• 20:04
  three
• 20:04
  things
• 20:05
  because
• 20:05
  I
• 20:05
  want
• 20:05
  the
• 20:06
  interview
• 20:06
  to
• 20:06
  be
• 20:06
  as
• 20:06
  much
• 20:07
  of
• 20:07
  a
• 20:07
  conversation,
• 20:08
  not
• 20:08
  an
• 20:08
  interrogation,
• 20:09
  because
• 20:09
  that's
• 20:10
  when
• 20:10
  human
• 20:11
  talking
• 20:11
  to
• 20:11
  human,
• 20:12
  you're
• 20:12
  more
• 20:12
  likely
• 20:12
  to
• 20:13
  hear
• 20:13
  some
• 20:13
  of
• 20:13
  those
• 20:13
  emotional
• 20:14
  and
• 20:14
  social
• 20:14
  jobs
• 20:15
  from
• 20:15
  that.
• 20:16
  After
• 20:16
  the
• 20:16
  interview
• 20:17
  it's
• 20:17
  going
• 20:18
  through
• 20:18
  and
• 20:19
  kind
• 20:19
  of
• 20:19
  trying
• 20:19
  to
• 20:20
  pull
• 20:20
  out,
• 20:20
  all
• 20:20
  right,
• 20:20
  what
• 20:20
  are
• 20:21
  the
• 20:21
  pain
• 20:21
  points
• 20:21
  we
• 20:21
  heard?
• 20:22
  What
• 20:22
  are,
• 20:23
  what
• 20:23
  are
• 20:23
  the
• 20:23
  problems
• 20:23
  they're
• 20:24
  trying
• 20:24
  to
• 20:24
  solve,
• 20:24
  the
• 20:24
  progress
• 20:25
  they're
• 20:25
  trying
• 20:25
  to
• 20:25
  make,
• 20:26
  and
• 20:27
  really
• 20:27
  looking
• 20:28
  at
• 20:28
  them
• 20:28
  to
• 20:28
  say,
• 20:29
  okay,
• 20:29
  is
• 20:30
  this
• 20:30
  something
• 20:30
  that,
• 20:31
  kind
• 20:32
  of
• 20:32
  the
• 20:32
  analogy,
• 20:32
  is
• 20:32
  it
• 20:32
  a
• 20:33
  painkiller
• 20:33
  or
• 20:33
  is
• 20:34
  it
• 20:34
  a
• 20:34
  vitamin?
• 20:34
  Because
• 20:34
  you
• 20:35
  know
• 20:35
  anyone
• 20:35
  who's
• 20:35
  ever
• 20:36
  been
• 20:36
  injured
• 20:36
  because
• 20:37
  you
• 20:37
  are
• 20:37
  diligent
• 20:37
  about
• 20:38
  taking
• 20:38
  your
• 20:38
  pain
• 20:39
  killer.
• 20:39
  Vitamins,
• 20:40
  not
• 20:41
  so
• 20:41
  much.
• 20:42
  Yeah.
• 20:42
  So
• 20:42
  it's
• 20:43
  kinda
• 20:43
  saying,
• 20:43
  Hey,
• 20:43
  have
• 20:44
  we
• 20:44
  found
• 20:44
  a
• 20:44
  painkiller,
• 20:45
  an
• 20:46
  a
• 20:46
  pain
• 20:46
  here
• 20:47
  where
• 20:47
  we
• 20:47
  could
• 20:48
  develop
• 20:48
  a
• 20:48
  pain
• 20:48
  killer?
• 20:49
  And
• 20:49
  then
• 20:49
  it's
• 20:49
  just,
• 20:50
  it's,
• 20:50
  it's
• 20:50
  brainstorming.
• 20:51
  It's
• 20:51
  kind
• 20:51
  of
• 20:52
  old
• 20:52
  fashioned,
• 20:53
  Hey,
• 20:53
  how,
• 20:54
  how
• 20:54
  could
• 20:55
  this
• 20:55
  problem
• 20:55
  be
• 20:55
  solved?
• 20:56
  Kind
• 20:56
  of
• 20:56
  agnostic
• 20:57
  of
• 20:57
  who
• 20:57
  we
• 20:57
  are,
• 20:58
  of
• 20:58
  our
• 20:58
  expertise.
• 20:59
  Let's
• 20:59
  get
• 21:00
  all
• 21:00
  of
• 21:00
  the
• 21:00
  ideas
• 21:01
  out
• 21:01
  there
• 21:02
  and
• 21:02
  then
• 21:02
  we
• 21:02
  can
• 21:02
  start
• 21:03
  filtering.
• 21:04
  Into
• 21:04
  like,
• 21:04
  okay,
• 21:05
  well
• 21:05
  which
• 21:05
  ones
• 21:05
  does
• 21:06
  it
• 21:06
  make
• 21:06
  sense
• 21:06
  for
• 21:06
  us
• 21:07
  to
• 21:07
  pursue?
• 21:07
  And
• 21:08
  then
• 21:08
  pretty
• 21:08
  quickly
• 21:08
  after
• 21:09
  that,
• 21:09
  going
• 21:10
  back
• 21:11
  out
• 21:11
  to
• 21:11
  the
• 21:11
  stakeholders
• 21:12
  and
• 21:12
  saying,
• 21:12
  Hey,
• 21:12
  remember
• 21:13
  we
• 21:13
  talked,
• 21:13
  learned
• 21:14
  a
• 21:14
  lot
• 21:14
  from
• 21:14
  you.
• 21:14
  We
• 21:15
  have
• 21:15
  some
• 21:15
  of
• 21:15
  these
• 21:15
  ideas.
• 21:16
  What
• 21:16
  do
• 21:16
  you
• 21:16
  think?
• 21:17
  And
• 21:17
  intentionally
• 21:19
  going
• 21:19
  in
• 21:19
  with
• 21:19
  something
• 21:20
  that
• 21:20
  is
• 21:20
  very,
• 21:21
  very
• 21:21
  rough,
• 21:22
  like
• 21:22
  text
• 21:22
  on
• 21:23
  a
• 21:23
  piece
• 21:23
  of
• 21:23
  paper.
• 21:24
  Maybe
• 21:24
  a
• 21:24
  hand
• 21:25
  drawn
• 21:25
  sketch
• 21:26
  because
• 21:27
  the
• 21:27
  more
• 21:27
  refined
• 21:28
  something
• 21:28
  looks.
• 21:29
  The
• 21:29
  more
• 21:29
  people
• 21:30
  know
• 21:30
  you've
• 21:30
  really
• 21:31
  worked
• 21:31
  on
• 21:31
  it
• 21:31
  and
• 21:32
  poured
• 21:32
  your
• 21:32
  heart
• 21:32
  into
• 21:32
  it,
• 21:33
  and
• 21:33
  at
• 21:33
  our
• 21:33
  core.
• 21:34
  Humans
• 21:35
  are
• 21:35
  nice
• 21:36
  and
• 21:36
  we
• 21:36
  want
• 21:36
  to
• 21:36
  be
• 21:36
  liked,
• 21:37
  and
• 21:37
  so
• 21:37
  very
• 21:38
  few
• 21:38
  people
• 21:38
  are
• 21:38
  gonna
• 21:38
  look
• 21:39
  at
• 21:39
  something
• 21:39
  that's
• 21:39
  beautiful
• 21:40
  and
• 21:40
  refine
• 21:41
  and
• 21:41
  tell
• 21:41
  you
• 21:41
  it
• 21:41
  sucks.
• 21:42
  Whereas
• 21:42
  if
• 21:43
  you
• 21:43
  go
• 21:43
  in
• 21:43
  with
• 21:43
  something
• 21:44
  that's
• 21:44
  really,
• 21:44
  really
• 21:45
  rough
• 21:45
  and
• 21:45
  early,
• 21:46
  people
• 21:46
  are
• 21:47
  more
• 21:47
  likely
• 21:47
  to
• 21:47
  give
• 21:47
  you
• 21:48
  honest
• 21:48
  feedback.
• 21:49
  And
• 21:49
  so
• 21:50
  that's
• 21:50
  why
• 21:50
  you
• 21:50
  want
• 21:50
  to,
• 21:50
  as
• 21:51
  quickly
• 21:51
  as
• 21:51
  you
• 21:52
  can
• 21:52
  kinda
• 21:53
  start
• 21:53
  iterating
• 21:54
  and
• 21:55
  getting
• 21:55
  feedback,
• 21:56
  even
• 21:56
  though
• 21:56
  something
• 21:57
  you're
• 21:57
  like,
• 21:57
  oh
• 21:57
  gosh,
• 21:58
  I,
• 21:58
  I
• 21:58
  would
• 21:58
  never
• 21:59
  wanna
• 21:59
  show
• 21:59
  anyone
• 21:59
  this.
• 22:00
  That's
• 22:00
  exactly
• 22:00
  when
• 22:00
  you
• 22:01
  need
• 22:01
  to
• 22:01
  start
• 22:01
  showing
• 22:01
  it
• 22:02
  to
• 22:02
  people.
• 22:02
  I
• 22:02
  like
• 22:02
  that.
• 22:03
  That's
• 22:03
  a
• 22:03
  really
• 22:03
  good
• 22:03
  process.
• 22:03
  So
• 22:04
  lemme
• 22:04
  just,
• 22:04
  so
• 22:04
  what
• 22:05
  you
• 22:05
  said
• 22:05
  were
• 22:05
  three
• 22:05
  things.
• 22:06
  That
• 22:06
  you
• 22:06
  wanna
• 22:06
  achieve
• 22:07
  by
• 22:07
  the
• 22:07
  end
• 22:07
  of
• 22:07
  that?
• 22:07
  Mm-hmm.
• 22:08
  Of
• 22:08
  that
• 22:08
  interview?
• 22:09
  Look
• 22:09
  at
• 22:09
  the
• 22:09
  pain
• 22:09
  points.
• 22:10
  I
• 22:10
  really
• 22:10
  like
• 22:10
  that
• 22:11
  thing,
• 22:11
  the
• 22:11
  painkiller
• 22:11
  or
• 22:11
  vitamins.
• 22:12
  'cause
• 22:13
  I
• 22:13
  mean,
• 22:13
  I,
• 22:13
  I
• 22:13
  would
• 22:13
  always
• 22:14
  say,
• 22:14
  oh
• 22:14
  yeah,
• 22:14
  is
• 22:15
  it,
• 22:15
  is
• 22:15
  it
• 22:15
  a,
• 22:15
  is
• 22:15
  it
• 22:15
  a
• 22:15
  must
• 22:16
  have
• 22:16
  or
• 22:16
  a
• 22:16
  need
• 22:16
  to
• 22:16
  have?
• 22:16
  But
• 22:17
  I
• 22:17
  think
• 22:17
  painkiller
• 22:17
  or
• 22:18
  vitamins
• 22:18
  just
• 22:18
  really
• 22:19
  gets
• 22:19
  to
• 22:20
  the
• 22:20
  rub
• 22:20
  of
• 22:20
  it.
• 22:20
  Then
• 22:21
  you
• 22:21
  brainstorm,
• 22:22
  then
• 22:22
  you
• 22:22
  obviously
• 22:22
  narrow
• 22:22
  it
• 22:22
  down.
• 22:23
  Then
• 22:23
  you
• 22:23
  go
• 22:24
  back
• 22:24
  with
• 22:24
  feedback
• 22:25
  to
• 22:25
  the
• 22:25
  stakeholders.
• 22:25
  But
• 22:25
  the
• 22:26
  really
• 22:26
  important
• 22:26
  thing
• 22:27
  that
• 22:27
  I
• 22:27
  take
• 22:27
  away
• 22:27
  from
• 22:28
  this
• 22:28
  is,
• 22:28
  and
• 22:28
  I've
• 22:28
  never
• 22:29
  even
• 22:29
  thought
• 22:29
  about
• 22:29
  that
• 22:29
  before,
• 22:30
  because
• 22:30
  most
• 22:31
  people
• 22:31
  want
• 22:31
  to
• 22:31
  go
• 22:31
  in
• 22:32
  with
• 22:32
  a
• 22:32
  polished,
• 22:32
  oh,
• 22:32
  would
• 22:33
  a
• 22:33
  company?
• 22:33
  Oh,
• 22:33
  we
• 22:33
  have
• 22:33
  to,
• 22:34
  we
• 22:34
  can't
• 22:34
  go
• 22:34
  in
• 22:34
  and
• 22:34
  show
• 22:35
  them
• 22:35
  that.
• 22:35
  Whereas
• 22:36
  actually,
• 22:36
  you
• 22:36
  are
• 22:36
  right.
• 22:37
  If,
• 22:37
  if,
• 22:37
  if
• 22:38
  I'm
• 22:38
  showing
• 22:38
  you
• 22:38
  a
• 22:38
  protocol
• 22:39
  and
• 22:39
  it's
• 22:40
  on
• 22:40
  nice
• 22:40
  headed
• 22:40
  paper
• 22:41
  and
• 22:41
  it's
• 22:41
  been
• 22:41
  drawn.
• 22:42
  People
• 22:43
  are
• 22:43
  going,
• 22:43
  well,
• 22:44
  thought
• 22:44
  about
• 22:44
  that.
• 22:45
  I
• 22:45
  don't
• 22:45
  really
• 22:45
  wanna
• 22:45
  change
• 22:45
  that
• 22:45
  word.
• 22:46
  If
• 22:46
  you
• 22:46
  just
• 22:46
  took
• 22:46
  a
• 22:46
  rough
• 22:47
  piece
• 22:47
  of
• 22:47
  paper,
• 22:47
  this
• 22:47
  is
• 22:48
  what,
• 22:48
  this
• 22:48
  is
• 22:48
  kind
• 22:48
  of
• 22:48
  what
• 22:49
  I'm
• 22:49
  thinking
• 22:49
  about.
• 22:49
  They're
• 22:49
  much
• 22:50
  more
• 22:50
  light
• 22:50
  to
• 22:50
  sit
• 22:50
  down
• 22:51
  and
• 22:51
  bash
• 22:51
  it,
• 22:52
  around,
• 22:52
  and
• 22:52
  then
• 22:52
  actually
• 22:53
  you
• 22:53
  come
• 22:53
  out
• 22:53
  with
• 22:53
  a
• 22:53
  much
• 22:54
  better,
• 22:54
  answer.
• 22:55
  That's,
• 22:55
  that's
• 22:55
  a
• 22:55
  really.
• 22:56
  Key
• 22:56
  points.
• 22:57
  So,
• 22:57
  so
• 22:57
  for
• 22:57
  people
• 22:58
  listening
• 22:58
  to
• 22:58
  this,
• 22:58
  what
• 22:58
  would
• 22:59
  be
• 22:59
  your
• 22:59
  advice
• 22:59
  to
• 22:59
  them
• 22:59
  if
• 23:00
  they're,
• 23:00
  if
• 23:00
  they're
• 23:00
  going
• 23:01
  in,
• 23:01
  to
• 23:01
  a
• 23:01
  call
• 23:02
  or
• 23:02
  an
• 23:02
  interview
• 23:02
  tomorrow
• 23:03
  to
• 23:03
  try
• 23:03
  and
• 23:03
  identify
• 23:04
  the
• 23:04
  stakeholders?
• 23:05
  What
• 23:05
  would
• 23:05
  be
• 23:05
  the,
• 23:06
  maybe
• 23:06
  just
• 23:06
  the
• 23:06
  two
• 23:07
  pieces
• 23:07
  of
• 23:07
  advice
• 23:07
  you'd
• 23:07
  give
• 23:07
  them
• 23:08
  and
• 23:08
  say,
• 23:08
  right.
• 23:08
  Make
• 23:08
  sure
• 23:09
  you
• 23:09
  do
• 23:09
  this
• 23:09
  tomorrow
• 23:09
  when
• 23:10
  you're
• 23:10
  going
• 23:10
  in.
• 23:10
  So,
• 23:11
  first
• 23:12
  question,
• 23:12
  ask
• 23:12
  about
• 23:13
  them.
• 23:13
  Ask
• 23:14
  about
• 23:14
  kinda
• 23:14
  what
• 23:14
  their
• 23:14
  nor
• 23:15
  their
• 23:15
  traditional
• 23:16
  day
• 23:16
  looks
• 23:16
  like.
• 23:17
  And
• 23:17
  second
• 23:18
  question
• 23:18
  is
• 23:19
  tell
• 23:19
  the,
• 23:20
  ask
• 23:20
  them
• 23:20
  to
• 23:20
  tell
• 23:20
  you
• 23:20
  a
• 23:20
  story
• 23:21
  about
• 23:21
  the
• 23:21
  last
• 23:22
  time,
• 23:22
  they
• 23:23
  wanted
• 23:23
  a
• 23:23
  new
• 23:24
  device
• 23:25
  to
• 23:25
  get
• 23:25
  purchased
• 23:26
  or
• 23:26
  brought
• 23:26
  into
• 23:26
  the
• 23:26
  practice.
• 23:27
  And,
• 23:28
  those
• 23:29
  two
• 23:29
  things
• 23:29
  will
• 23:30
  give
• 23:30
  you,
• 23:30
  you,
• 23:30
  you
• 23:31
  could
• 23:31
  honestly
• 23:32
  have
• 23:32
  an
• 23:32
  hour
• 23:32
  long
• 23:33
  conversation
• 23:34
  asking
• 23:34
  just
• 23:34
  those
• 23:35
  two
• 23:35
  questions
• 23:35
  and
• 23:35
  then
• 23:36
  following
• 23:36
  up,
• 23:36
  kind
• 23:36
  of
• 23:37
  asking,
• 23:37
  tell,
• 23:38
  tell
• 23:38
  me
• 23:38
  more
• 23:39
  about
• 23:39
  this.
• 23:39
  Yeah,
• 23:39
  I,
• 23:40
  I,
• 23:40
  I
• 23:40
  think
• 23:41
  simpler
• 23:41
  is
• 23:41
  often
• 23:42
  better.
• 23:42
  The
• 23:42
  more
• 23:43
  complex
• 23:43
  you
• 23:43
  get.
• 23:43
  And,
• 23:43
  and
• 23:44
  this
• 23:44
  is
• 23:44
  again,
• 23:45
  I
• 23:45
  think
• 23:45
  a
• 23:45
  challenge
• 23:46
  people
• 23:46
  get
• 23:46
  into
• 23:46
  my
• 23:46
  audience
• 23:47
  is
• 23:47
  often
• 23:48
  clinicians
• 23:49
  who
• 23:49
  are
• 23:49
  moving
• 23:49
  into
• 23:49
  that
• 23:49
  space.
• 23:50
  So
• 23:50
  they
• 23:50
  haven't
• 23:50
  got
• 23:50
  a
• 23:50
  lot
• 23:50
  of
• 23:50
  commercial
• 23:51
  experience
• 23:52
  and
• 23:52
  it's
• 23:52
  very
• 23:53
  easy
• 23:53
  to
• 23:53
  start
• 23:54
  just
• 23:54
  getting
• 23:54
  into,
• 23:55
  oh,
• 23:55
  this
• 23:55
  is
• 23:55
  why
• 23:55
  I
• 23:55
  developed
• 23:56
  it.
• 23:56
  These
• 23:56
  are
• 23:56
  all
• 23:57
  the
• 23:57
  things
• 23:57
  that
• 23:57
  you
• 23:57
  need
• 23:57
  to
• 23:57
  know
• 23:57
  about
• 23:58
  it.
• 23:58
  And
• 23:58
  actually
• 23:59
  the
• 23:59
  most
• 23:59
  powerful
• 24:00
  conversations
• 24:00
  are
• 24:00
  the
• 24:01
  ones
• 24:01
  have
• 24:01
  you
• 24:01
  said,
• 24:01
  when
• 24:01
  you
• 24:01
  actually
• 24:02
  say,
• 24:02
  tell
• 24:02
  me.
• 24:03
  What
• 24:03
  your
• 24:03
  challenges
• 24:03
  are.
• 24:04
  Tell
• 24:04
  me
• 24:04
  what,
• 24:04
  how
• 24:05
  you
• 24:05
  carry
• 24:05
  on,
• 24:06
  carry
• 24:06
  out
• 24:06
  this
• 24:06
  procedure
• 24:07
  and
• 24:07
  then
• 24:07
  just
• 24:07
  keep
• 24:07
  going
• 24:08
  down.
• 24:08
  Because
• 24:09
  once
• 24:10
  you
• 24:10
  understand
• 24:11
  the
• 24:11
  challenges,
• 24:12
  and
• 24:12
  the
• 24:12
  longer
• 24:12
  you
• 24:12
  speak
• 24:12
  to
• 24:13
  them,
• 24:13
  the
• 24:13
  more
• 24:13
  challenges
• 24:14
  that
• 24:14
  they
• 24:14
  don't
• 24:14
  even
• 24:14
  know
• 24:15
  that
• 24:15
  they
• 24:15
  had
• 24:16
  will
• 24:16
  start
• 24:16
  coming
• 24:16
  out.
• 24:16
  And
• 24:16
  you,
• 24:17
  there'll
• 24:17
  be
• 24:17
  light
• 24:17
  bulbs
• 24:18
  going
• 24:18
  off
• 24:18
  all
• 24:18
  over
• 24:18
  the
• 24:18
  place.
• 24:19
  The
• 24:19
  challenges
• 24:19
  when
• 24:19
  the
• 24:20
  light
• 24:20
  bulbs
• 24:20
  are
• 24:20
  going
• 24:20
  off,
• 24:20
  you
• 24:20
  don't
• 24:21
  jump
• 24:21
  in
• 24:21
  and,
• 24:21
  Right.
• 24:22
  You
• 24:22
  can
• 24:22
  buy
• 24:22
  this,
• 24:23
  you'll
• 24:23
  do
• 24:23
  everything.
• 24:23
  It's
• 24:24
  about,
• 24:24
  as,
• 24:24
  as
• 24:24
  you
• 24:25
  said,
• 24:25
  continuing
• 24:26
  that
• 24:26
  conversation
• 24:27
  and
• 24:27
  being
• 24:27
  contemplative
• 24:28
  about
• 24:28
  it,
• 24:28
  I
• 24:28
  think.
• 24:29
  So
• 24:29
  that's
• 24:29
  that.
• 24:30
  So,
• 24:30
  so
• 24:30
  just
• 24:31
  in
• 24:31
  terms
• 24:31
  of,
• 24:32
  because
• 24:32
  you've
• 24:32
  worked
• 24:32
  with
• 24:32
  some
• 24:33
  really
• 24:33
  big
• 24:33
  con
• 24:34
  contracts
• 24:35
  companies,
• 24:35
  Medtronic,
• 24:36
  j
• 24:36
  and
• 24:36
  j,
• 24:36
  et
• 24:36
  cetera.
• 24:37
  Would
• 24:37
  you
• 24:38
  say,
• 24:38
  or
• 24:38
  what
• 24:39
  would
• 24:39
  you
• 24:39
  say
• 24:39
  are
• 24:39
  the
• 24:39
  principles
• 24:40
  that
• 24:40
  you've
• 24:40
  learned
• 24:41
  from
• 24:41
  those
• 24:42
  large
• 24:42
  companies?
• 24:43
  That
• 24:43
  my
• 24:43
  audience,
• 24:44
  and
• 24:44
  some
• 24:44
  of
• 24:44
  the
• 24:44
  smaller
• 24:45
  companies
• 24:45
  and
• 24:45
  startups
• 24:46
  can
• 24:46
  apply,
• 24:47
  which
• 24:47
  aren't
• 24:47
  gonna
• 24:47
  cost
• 24:48
  loads
• 24:48
  and
• 24:48
  loads
• 24:48
  of
• 24:48
  money.
• 24:49
  'cause
• 24:49
  they
• 24:49
  generally
• 24:49
  don't
• 24:49
  have
• 24:49
  loads
• 24:50
  and
• 24:50
  loads
• 24:50
  of
• 24:50
  money.
• 24:50
  But
• 24:50
  we'll
• 24:50
  still
• 24:51
  get
• 24:51
  them
• 24:51
  to
• 24:51
  the
• 24:51
  same
• 24:52
  place.
• 24:52
  I
• 24:52
  think
• 24:52
  it's,
• 24:53
  one
• 24:54
  is
• 24:54
  to
• 24:54
  be
• 24:55
  humble,
• 24:55
  which
• 24:55
  is
• 24:56
  really,
• 24:56
  really,
• 24:56
  really
• 24:57
  hard.
• 24:57
  Whether
• 24:58
  you're
• 24:58
  a
• 24:58
  big
• 24:58
  company,
• 24:58
  whether
• 24:59
  you're
• 24:59
  a
• 24:59
  clinician,
• 25:00
  you're
• 25:00
  an
• 25:00
  expert
• 25:01
  in
• 25:01
  what
• 25:01
  you
• 25:01
  do.
• 25:01
  So
• 25:01
  being
• 25:02
  humble
• 25:02
  is
• 25:02
  hard,
• 25:02
  but
• 25:03
  be
• 25:03
  humble.
• 25:04
  I
• 25:04
  often
• 25:04
  say
• 25:05
  when
• 25:05
  you're
• 25:05
  interviewing
• 25:06
  someone,
• 25:06
  talking
• 25:07
  to
• 25:07
  someone,
• 25:07
  that
• 25:07
  person
• 25:08
  is
• 25:08
  the
• 25:08
  most
• 25:08
  interesting
• 25:09
  person
• 25:09
  in
• 25:09
  the
• 25:09
  world
• 25:10
  for
• 25:10
  that
• 25:11
  period
• 25:11
  of
• 25:11
  time.
• 25:11
  And
• 25:12
  because
• 25:12
  they're
• 25:12
  the
• 25:12
  most
• 25:12
  interesting
• 25:13
  person
• 25:13
  in
• 25:13
  the
• 25:13
  world,
• 25:14
  they
• 25:14
  don't
• 25:14
  care
• 25:14
  about
• 25:15
  you,
• 25:15
  they
• 25:15
  care
• 25:16
  about
• 25:16
  themselves.
• 25:17
  And
• 25:17
  so
• 25:17
  that's
• 25:18
  why
• 25:18
  you
• 25:18
  wanna
• 25:18
  be
• 25:18
  focused
• 25:19
  on
• 25:19
  what
• 25:19
  they
• 25:19
  have
• 25:19
  to
• 25:19
  say
• 25:20
  and
• 25:20
  asking
• 25:21
  them
• 25:21
  stories.
• 25:22
  And
• 25:22
  so
• 25:22
  it's
• 25:22
  being
• 25:23
  kind
• 25:23
  of
• 25:23
  focused
• 25:24
  on
• 25:24
  the
• 25:24
  other
• 25:24
  person.
• 25:25
  And
• 25:25
  that's
• 25:25
  something,
• 25:26
  a
• 25:26
  solo
• 25:27
  entrepreneur
• 25:28
  all
• 25:28
  the
• 25:28
  way
• 25:28
  up
• 25:28
  to,
• 25:29
  huge
• 25:29
  companies
• 25:30
  like
• 25:30
  Medtronic
• 25:30
  and
• 25:30
  j
• 25:31
  and
• 25:31
  j
• 25:31
  can
• 25:31
  do.
• 25:31
  Second
• 25:32
  thing
• 25:32
  is
• 25:32
  to
• 25:32
  be
• 25:33
  focused
• 25:33
  on
• 25:33
  solving
• 25:34
  your
• 25:34
  customer's
• 25:35
  pain
• 25:35
  points
• 25:36
  and
• 25:37
  thinking
• 25:38
  as
• 25:38
  we've
• 25:38
  been
• 25:38
  talking
• 25:38
  about
• 25:39
  all
• 25:39
  of
• 25:39
  your
• 25:40
  stakeholders
• 25:40
  as
• 25:41
  customers.
• 25:41
  And
• 25:42
  really
• 25:42
  focusing
• 25:43
  in
• 25:43
  on
• 25:43
  the
• 25:43
  ones
• 25:44
  that
• 25:45
  either
• 25:45
  the
• 25:45
  ultimate
• 25:46
  decision
• 25:46
  maker,
• 25:47
  kind
• 25:47
  of
• 25:47
  next
• 25:47
  year
• 25:47
  down,
• 25:48
  the
• 25:48
  people
• 25:48
  who
• 25:48
  have
• 25:49
  the
• 25:49
  most
• 25:49
  sway,
• 25:50
  the
• 25:50
  most
• 25:50
  influence.
• 25:51
  And
• 25:52
  you
• 25:52
  have
• 25:52
  to
• 25:52
  think
• 25:52
  holistically
• 25:53
  about
• 25:53
  all
• 25:53
  of
• 25:53
  them
• 25:54
  and
• 25:54
  solving
• 25:54
  all
• 25:55
  of
• 25:55
  their
• 25:55
  pain
• 25:55
  points.
• 25:56
  And
• 25:56
  then,
• 25:57
  kind
• 25:57
  of
• 25:57
  the
• 25:57
  third
• 25:58
  thing
• 25:58
  is
• 25:58
  really
• 25:59
  just
• 26:00
  knowing
• 26:00
  that,
• 26:00
  especially
• 26:01
  at
• 26:01
  the
• 26:01
  beginning,
• 26:01
  you're
• 26:02
  more
• 26:02
  wrong
• 26:02
  than
• 26:02
  right.
• 26:03
  And
• 26:03
  this
• 26:03
  bit
• 26:04
  goes
• 26:04
  back
• 26:04
  to
• 26:04
  the
• 26:05
  humility,
• 26:05
  but
• 26:06
  really
• 26:06
  being
• 26:07
  focused
• 26:07
  on,
• 26:08
  Hey,
• 26:08
  I
• 26:08
  wanna
• 26:08
  solve
• 26:09
  this
• 26:09
  problem
• 26:09
  for
• 26:09
  these
• 26:10
  people.
• 26:10
  And
• 26:11
  that's
• 26:12
  the
• 26:12
  most
• 26:12
  important
• 26:12
  thing.
• 26:13
  It's
• 26:13
  fall,
• 26:13
  fall
• 26:14
  in
• 26:14
  love
• 26:14
  with
• 26:14
  the
• 26:14
  problem,
• 26:15
  not
• 26:15
  the
• 26:15
  solution.
• 26:16
  Oh,
• 26:16
  I
• 26:16
  like
• 26:16
  that.
• 26:16
  Fall
• 26:17
  in
• 26:17
  love
• 26:17
  with
• 26:17
  a
• 26:17
  problem.
• 26:17
  Not
• 26:17
  for,
• 26:18
  yeah,
• 26:18
  it's
• 26:18
  interesting
• 26:18
  actually.
• 26:19
  I,
• 26:19
  I
• 26:19
  used
• 26:19
  to
• 26:19
  have
• 26:19
  a
• 26:19
  boss
• 26:20
  and
• 26:20
  I,
• 26:20
  I,
• 26:20
  I've
• 26:20
  stolen
• 26:21
  this,
• 26:21
  I
• 26:21
  always
• 26:22
  steal
• 26:22
  people's
• 26:22
  phrase
• 26:22
  it
• 26:23
  so
• 26:23
  fall
• 26:23
  in
• 26:23
  love
• 26:23
  with
• 26:24
  a
• 26:24
  problem,
• 26:24
  not,
• 26:24
  not
• 26:24
  the
• 26:24
  solution.
• 26:25
  Um,
• 26:26
  was
• 26:27
  he
• 26:28
  used
• 26:28
  to
• 26:28
  say,
• 26:28
  I'm
• 26:29
  agnostic
• 26:29
  about
• 26:29
  the,
• 26:29
  I
• 26:30
  I'm
• 26:30
  am
• 26:30
  agnostic
• 26:31
  about
• 26:31
  where
• 26:31
  the
• 26:31
  idea
• 26:32
  comes
• 26:32
  from.
• 26:32
  I
• 26:32
  just
• 26:32
  want
• 26:33
  to
• 26:33
  get
• 26:33
  the
• 26:33
  right
• 26:33
  idea.
• 26:34
  And
• 26:34
  I
• 26:34
  think
• 26:34
  that's
• 26:34
  similar
• 26:35
  to
• 26:35
  what
• 26:35
  you're
• 26:35
  saying.
• 26:35
  It's,
• 26:36
  it's
• 26:36
  not
• 26:36
  about
• 26:36
  going,
• 26:37
  oh,
• 26:37
  I've
• 26:37
  got
• 26:37
  this
• 26:37
  solution.
• 26:38
  I'm
• 26:38
  gonna
• 26:38
  be
• 26:38
  the
• 26:38
  hero
• 26:39
  and
• 26:39
  be
• 26:39
  able
• 26:40
  to
• 26:40
  tell
• 26:40
  you
• 26:40
  what
• 26:40
  I
• 26:40
  can
• 26:40
  do.
• 26:40
  But
• 26:41
  actually,
• 26:41
  if
• 26:41
  you
• 26:42
  try
• 26:42
  to.
• 26:42
  Brainstorm
• 26:43
  and
• 26:43
  understand
• 26:44
  what
• 26:44
  the
• 26:44
  real
• 26:44
  problem
• 26:44
  is.
• 26:45
  You
• 26:45
  inevitably
• 26:46
  and
• 26:46
  invariably
• 26:47
  come
• 26:47
  up
• 26:47
  with
• 26:47
  a
• 26:47
  better
• 26:47
  solution
• 26:48
  than
• 26:48
  you
• 26:48
  thought
• 26:49
  you
• 26:49
  had
• 26:49
  on
• 26:49
  your
• 26:49
  own.
• 26:50
  I
• 26:50
  think.
• 26:50
  And
• 26:51
  just,
• 26:51
  just
• 26:51
  linking
• 26:52
  on
• 26:52
  to
• 26:52
  that,
• 26:52
  because
• 26:52
  you
• 26:52
  were
• 26:53
  talking
• 26:53
  about,
• 26:54
  focusing
• 26:54
  on
• 26:54
  the
• 26:55
  stakeholders.
• 26:56
  And
• 26:56
  we
• 26:56
  started
• 26:56
  off
• 26:56
  the
• 26:56
  conversation
• 26:57
  talking
• 26:57
  about,
• 26:57
  well,
• 26:57
  clinicians
• 26:58
  aren't
• 26:58
  the
• 26:58
  right
• 26:58
  people
• 26:59
  anymore.
• 26:59
  Obviously
• 27:00
  clinicians
• 27:00
  are
• 27:00
  a
• 27:00
  stakeholder
• 27:01
  and
• 27:01
  they're
• 27:01
  still
• 27:01
  important
• 27:02
  in.
• 27:02
  So
• 27:03
  if
• 27:03
  you've
• 27:03
  got
• 27:03
  someone
• 27:03
  going
• 27:03
  in,
• 27:04
  especially
• 27:04
  clinician
• 27:05
  founders
• 27:06
  who
• 27:06
  like
• 27:07
  to
• 27:07
  speak
• 27:07
  to
• 27:07
  clinicians
• 27:08
  'cause
• 27:08
  they're
• 27:08
  clinicians
• 27:08
  Yep.
• 27:09
  And
• 27:09
  they
• 27:09
  feel
• 27:09
  more
• 27:09
  comfortable
• 27:10
  speaking
• 27:10
  to
• 27:11
  clinicians,
• 27:11
  what
• 27:12
  sort
• 27:12
  of
• 27:12
  balance
• 27:12
  would
• 27:12
  you
• 27:13
  say?
• 27:13
  That
• 27:13
  they
• 27:14
  need
• 27:14
  to
• 27:14
  strike.
• 27:15
  'cause
• 27:15
  if
• 27:15
  you've
• 27:15
  still
• 27:15
  got
• 27:15
  clinicians
• 27:16
  and
• 27:16
  the
• 27:16
  clinicians
• 27:17
  are
• 27:17
  still
• 27:17
  gonna
• 27:17
  influence
• 27:17
  the
• 27:17
  decision,
• 27:18
  but
• 27:18
  you've
• 27:18
  got
• 27:18
  CFOs,
• 27:19
  you've
• 27:19
  got
• 27:20
  a
• 27:20
  whole
• 27:20
  raft
• 27:21
  of
• 27:21
  different
• 27:21
  people,
• 27:22
  users,
• 27:23
  influencers.
• 27:24
  How,
• 27:24
  how
• 27:24
  do
• 27:24
  you
• 27:24
  balance
• 27:25
  that
• 27:25
  up?
• 27:25
  Because
• 27:26
  it,
• 27:26
  it
• 27:26
  could
• 27:26
  become
• 27:27
  like
• 27:27
  you're
• 27:27
  doing
• 27:28
  nothing
• 27:28
  else
• 27:28
  but
• 27:28
  speaking
• 27:29
  to
• 27:29
  people
• 27:29
  and
• 27:29
  you're
• 27:30
  never
• 27:30
  getting
• 27:30
  anywhere.
• 27:30
  Yeah.
• 27:31
  So
• 27:31
  I
• 27:31
  have
• 27:31
  a
• 27:31
  rule
• 27:32
  of
• 27:32
  thumb
• 27:32
  that
• 27:32
  if
• 27:32
  you
• 27:33
  talk
• 27:33
  to
• 27:33
  10
• 27:33
  people,
• 27:34
  you're
• 27:34
  gonna
• 27:34
  learn
• 27:34
  80,
• 27:35
  90%
• 27:35
  of
• 27:35
  what
• 27:36
  you
• 27:36
  need
• 27:36
  to
• 27:36
  know.
• 27:36
  And
• 27:37
  so,
• 27:38
  talk
• 27:38
  to
• 27:38
  10
• 27:39
  cini
• 27:39
  clinicians,
• 27:40
  talk
• 27:41
  to
• 27:41
  10
• 27:41
  people
• 27:42
  on
• 27:42
  the
• 27:42
  business
• 27:42
  side,
• 27:43
  and
• 27:43
  then
• 27:44
  talk
• 27:44
  to
• 27:44
  10
• 27:45
  people,
• 27:46
  kind
• 27:46
  of
• 27:46
  all
• 27:46
  others.
• 27:47
  So
• 27:47
  we're
• 27:47
  talking
• 27:47
  like
• 27:47
  nurses,
• 27:48
  medical
• 27:48
  assistants,
• 27:49
  other
• 27:50
  healthcare
• 27:50
  providers
• 27:51
  who
• 27:51
  are
• 27:51
  users
• 27:52
  or
• 27:52
  who
• 27:52
  interact
• 27:53
  with
• 27:53
  the
• 27:53
  product
• 27:54
  in
• 27:54
  some
• 27:54
  way.
• 27:55
  And,
• 27:56
  if
• 27:56
  you
• 27:56
  can't
• 27:56
  talk
• 27:56
  to
• 27:57
  all
• 27:57
  30
• 27:57
  people,
• 27:58
  talk
• 27:58
  to
• 27:58
  five
• 27:58
  of
• 27:58
  each.
• 27:59
  Yeah.
• 27:59
  Because
• 28:00
  what
• 28:00
  that'll
• 28:00
  do
• 28:01
  is
• 28:01
  that'll
• 28:01
  help
• 28:02
  make
• 28:02
  sure
• 28:02
  that
• 28:03
  you're
• 28:03
  not
• 28:03
  overweighting
• 28:04
  the
• 28:04
  opinion
• 28:05
  of
• 28:05
  one
• 28:05
  person.
• 28:05
  You're
• 28:06
  kind
• 28:06
  of
• 28:06
  gonna
• 28:06
  get,
• 28:07
  after
• 28:07
  five
• 28:07
  people,
• 28:08
  you're
• 28:08
  gonna
• 28:08
  get
• 28:08
  a
• 28:08
  smoothing.
• 28:09
  You're
• 28:09
  gonna
• 28:09
  hear
• 28:10
  new
• 28:10
  stuff
• 28:11
  from
• 28:11
  the
• 28:11
  first
• 28:11
  three,
• 28:12
  and
• 28:12
  then
• 28:12
  you're
• 28:12
  gonna
• 28:12
  start
• 28:13
  hearing
• 28:13
  common
• 28:14
  themes
• 28:14
  by
• 28:14
  four
• 28:14
  and
• 28:15
  five.
• 28:15
  Yeah,
• 28:16
  I
• 28:16
  think,
• 28:16
  I
• 28:16
  think
• 28:16
  that's
• 28:16
  very
• 28:17
  good
• 28:17
  advice
• 28:17
  actually.
• 28:18
  The
• 28:18
  rule
• 28:18
  of
• 28:18
  thirds,
• 28:19
  I'm
• 28:19
  gonna
• 28:19
  call
• 28:19
  that,
• 28:20
  Because
• 28:20
  you,
• 28:20
  you're
• 28:20
  basically
• 28:21
  30%,
• 28:21
  well,
• 28:22
  33%,
• 28:22
  33%,
• 28:23
  33%,
• 28:24
  33%,
• 28:25
  yeah.
• 28:25
  Of
• 28:25
  that
• 28:25
  group
• 28:26
  of
• 28:26
  people,
• 28:26
  which
• 28:27
  I
• 28:27
  think
• 28:27
  is,
• 28:27
  it
• 28:28
  makes
• 28:28
  sense.
• 28:28
  'cause
• 28:28
  then
• 28:28
  you
• 28:29
  get
• 28:29
  a
• 28:29
  broad
• 28:30
  understanding
• 28:31
  of
• 28:31
  the
• 28:31
  problem
• 28:31
  from
• 28:31
  different
• 28:32
  groups
• 28:32
  rather
• 28:33
  than.
• 28:34
  Yeah,
• 28:35
  historically
• 28:35
  people
• 28:35
  just
• 28:35
  go
• 28:36
  see
• 28:36
  clinicians.
• 28:36
  The
• 28:36
  clinicians
• 28:37
  say
• 28:37
  one
• 28:37
  thing
• 28:37
  and
• 28:37
  you
• 28:37
  think,
• 28:38
  oh,
• 28:38
  this
• 28:38
  product,
• 28:39
  it's
• 28:39
  gonna
• 28:39
  be
• 28:39
  fantastic.
• 28:40
  And
• 28:40
  then
• 28:40
  you,
• 28:41
  when
• 28:41
  you
• 28:41
  actually
• 28:41
  start
• 28:41
  trying
• 28:41
  to
• 28:41
  get
• 28:42
  it
• 28:42
  adopted,
• 28:43
  you're
• 28:43
  thinking,
• 28:43
  what,
• 28:43
  why
• 28:43
  is
• 28:43
  it
• 28:43
  not
• 28:43
  working?
• 28:44
  Because
• 28:44
  you're
• 28:44
  not
• 28:44
  spoken
• 28:45
  and
• 28:45
  taken
• 28:45
  into
• 28:46
  account,
• 28:46
  the,
• 28:47
  basically
• 28:47
  thoughts
• 28:48
  of
• 28:48
  all
• 28:49
  the
• 28:49
  other
• 28:49
  stakeholders
• 28:50
  in
• 28:51
  that,
• 28:51
  in
• 28:51
  that
• 28:51
  system.
• 28:52
  So,
• 28:52
  so
• 28:52
  what
• 28:53
  would
• 28:53
  you
• 28:53
  say.
• 28:54
  Are
• 28:54
  the
• 28:54
  top
• 28:54
  three
• 28:55
  common
• 28:55
  mistakes
• 28:56
  that
• 28:56
  you
• 28:56
  see
• 28:57
  MedTech
• 28:57
  founders
• 28:58
  making
• 28:58
  when
• 28:58
  they're
• 28:59
  trying
• 28:59
  to
• 28:59
  go
• 28:59
  to
• 28:59
  market
• 28:59
  and
• 28:59
  trying
• 29:00
  to
• 29:00
  get
• 29:00
  adoption,
• 29:00
  around
• 29:01
  stakeholder
• 29:01
  management?
• 29:02
  And
• 29:02
  what
• 29:03
  would
• 29:03
  be
• 29:03
  the
• 29:03
  solutions
• 29:04
  for
• 29:04
  my
• 29:04
  audience
• 29:05
  who
• 29:05
  are
• 29:05
  sitting
• 29:05
  there
• 29:05
  thinking,
• 29:06
  oh
• 29:06
  yeah,
• 29:06
  well,
• 29:06
  it's
• 29:07
  all
• 29:07
  well
• 29:07
  and
• 29:07
  good
• 29:07
  to
• 29:07
  know
• 29:07
  the
• 29:07
  mistakes,
• 29:08
  but
• 29:08
  how
• 29:08
  am
• 29:08
  I
• 29:08
  gonna
• 29:08
  get
• 29:09
  overcome
• 29:09
  them?
• 29:10
  Yeah.
• 29:10
  So
• 29:10
  we've
• 29:10
  actually
• 29:11
  talked
• 29:11
  about
• 29:11
  a
• 29:11
  lot
• 29:11
  of
• 29:11
  them.
• 29:12
  One
• 29:12
  is
• 29:12
  focusing
• 29:12
  only
• 29:13
  on
• 29:13
  clinicians.
• 29:14
  Yeah.
• 29:14
  And
• 29:14
  so
• 29:15
  the
• 29:15
  solution
• 29:16
  is
• 29:16
  go
• 29:16
  talk
• 29:17
  to
• 29:17
  people
• 29:17
  on
• 29:17
  the
• 29:17
  business
• 29:17
  side.
• 29:18
  Go
• 29:18
  talk
• 29:18
  to
• 29:18
  other.
• 29:19
  People
• 29:20
  who
• 29:20
  are
• 29:20
  involved
• 29:20
  in
• 29:20
  the
• 29:20
  clinical
• 29:21
  setting.
• 29:21
  Nurses
• 29:22
  are
• 29:23
  incredibly,
• 29:24
  incredibly
• 29:24
  powerful
• 29:25
  as
• 29:26
  influencers.
• 29:26
  So
• 29:27
  definitely
• 29:27
  go
• 29:27
  talk
• 29:28
  to
• 29:28
  the
• 29:28
  nurses
• 29:29
  or
• 29:29
  the
• 29:29
  medical
• 29:29
  assistants
• 29:30
  or
• 29:30
  the
• 29:30
  people
• 29:31
  who
• 29:31
  are
• 29:31
  assisting
• 29:31
  the,
• 29:32
  the
• 29:32
  clinician.
• 29:32
  So
• 29:32
  that's
• 29:33
  one.
• 29:33
  Second
• 29:34
  is
• 29:34
  going
• 29:35
  in
• 29:35
  kind
• 29:36
  of
• 29:36
  vice
• 29:36
  versa
• 29:36
  of
• 29:36
  like,
• 29:37
  look
• 29:37
  at
• 29:37
  this
• 29:37
  beautiful
• 29:38
  thing
• 29:38
  I
• 29:38
  made.
• 29:38
  Don't
• 29:38
  you
• 29:38
  love
• 29:39
  it
• 29:39
  now,
• 29:39
  tell
• 29:39
  me
• 29:39
  what
• 29:39
  you
• 29:39
  like
• 29:40
  about
• 29:40
  it.
• 29:40
  And
• 29:41
  instead,
• 29:42
  kind
• 29:42
  of
• 29:42
  take
• 29:42
  the
• 29:42
  opposite
• 29:43
  approach
• 29:43
  and
• 29:43
  be
• 29:43
  like,
• 29:43
  tell
• 29:44
  me
• 29:44
  about
• 29:44
  you.
• 29:44
  Tell
• 29:45
  me
• 29:45
  about
• 29:45
  your
• 29:45
  day.
• 29:45
  Tell
• 29:46
  me
• 29:46
  about
• 29:46
  the
• 29:47
  challenges
• 29:47
  that
• 29:47
  you
• 29:47
  face
• 29:48
  and
• 29:49
  being
• 29:49
  focused
• 29:50
  on
• 29:50
  the
• 29:50
  person
• 29:50
  and
• 29:50
  not
• 29:51
  the
• 29:51
  product.
• 29:51
  And
• 29:52
  the,
• 29:53
  the
• 29:53
  last
• 29:54
  thing
• 29:55
  is,
• 29:56
  being
• 29:57
  really
• 29:57
  being
• 29:57
  open
• 29:58
  to
• 29:58
  all
• 29:58
  the
• 29:58
  feedback
• 29:59
  and
• 29:59
  especially
• 30:00
  the
• 30:00
  harder
• 30:00
  it
• 30:01
  is
• 30:01
  to
• 30:01
  hear,
• 30:01
  the
• 30:02
  more
• 30:02
  important
• 30:02
  it
• 30:02
  is
• 30:03
  that
• 30:03
  you
• 30:03
  listen
• 30:03
  to
• 30:03
  it
• 30:04
  because.
• 30:05
  It,
• 30:05
  it's
• 30:05
  true,
• 30:05
  it's
• 30:05
  honest.
• 30:06
  It
• 30:06
  is
• 30:06
  reflective
• 30:07
  of
• 30:07
  the
• 30:08
  lived
• 30:08
  experience
• 30:09
  of
• 30:09
  the
• 30:09
  person
• 30:10
  you're
• 30:10
  talking
• 30:10
  to,
• 30:11
  and
• 30:11
  even
• 30:11
  if
• 30:11
  it's
• 30:12
  different
• 30:12
  than
• 30:12
  yours,
• 30:12
  maybe
• 30:13
  especially
• 30:13
  because
• 30:14
  it's
• 30:14
  different
• 30:14
  than
• 30:14
  yours,
• 30:15
  it's
• 30:15
  telling
• 30:16
  you
• 30:16
  something.
• 30:17
  And
• 30:17
  that's
• 30:17
  also
• 30:17
  why
• 30:17
  you
• 30:17
  wanna
• 30:18
  talk
• 30:18
  to,
• 30:19
  kind
• 30:19
  of
• 30:19
  five
• 30:19
  to
• 30:19
  10
• 30:19
  people
• 30:20
  because
• 30:20
  you'll
• 30:20
  be
• 30:20
  able
• 30:21
  to
• 30:21
  figure
• 30:21
  out
• 30:21
  that,
• 30:22
  is
• 30:22
  that
• 30:22
  one
• 30:23
  you
• 30:23
  know,
• 30:23
  just
• 30:24
  that
• 30:24
  person's
• 30:24
  problem
• 30:25
  or
• 30:26
  is
• 30:26
  it
• 30:26
  five
• 30:27
  other
• 30:27
  people's
• 30:27
  problem?
• 30:28
  And
• 30:28
  so
• 30:28
  just
• 30:28
  because
• 30:28
  you
• 30:28
  don't
• 30:29
  agree
• 30:29
  with
• 30:29
  something,
• 30:30
  don't
• 30:30
  ignore
• 30:30
  it.
• 30:31
  Yeah,
• 30:31
  no,
• 30:31
  I,
• 30:32
  I
• 30:32
  think
• 30:32
  that's,
• 30:33
  that
• 30:33
  is
• 30:33
  the,
• 30:33
  that
• 30:34
  agnostic
• 30:35
  thing,
• 30:35
  isn't
• 30:35
  it?
• 30:35
  I
• 30:36
  think
• 30:36
  it's
• 30:36
  very
• 30:36
  easy
• 30:37
  for,
• 30:37
  especially
• 30:38
  when
• 30:38
  you've
• 30:38
  invented
• 30:39
  something
• 30:39
  that
• 30:39
  you
• 30:39
  don't
• 30:40
  agree
• 30:40
  with
• 30:40
  it.
• 30:40
  And
• 30:41
  even
• 30:41
  though
• 30:41
  10
• 30:42
  people
• 30:42
  have
• 30:42
  told
• 30:42
  you
• 30:42
  it's
• 30:43
  a
• 30:43
  great
• 30:43
  product,
• 30:43
  however
• 30:44
  it's
• 30:44
  not
• 30:44
  gonna
• 30:45
  work
• 30:45
  here
• 30:45
  because
• 30:45
  of
• 30:45
  X,
• 30:45
  Y,
• 30:46
  and
• 30:46
  Z,
• 30:46
  and
• 30:46
  you
• 30:46
  said,
• 30:46
  no,
• 30:46
  it
• 30:46
  will.
• 30:47
  'cause
• 30:47
  I've
• 30:47
  used
• 30:48
  it
• 30:48
  and
• 30:48
  I've
• 30:48
  spoken
• 30:48
  to
• 30:48
  people
• 30:49
  before
• 30:49
  and
• 30:49
  you're
• 30:49
  like.
• 30:49
  Well,
• 30:50
  yeah,
• 30:50
  but
• 30:51
  you're
• 30:51
  in
• 30:51
  this
• 30:51
  facility
• 30:52
  and
• 30:52
  you
• 30:52
  try
• 30:53
  to
• 30:53
  get
• 30:53
  them
• 30:53
  to
• 30:53
  use
• 30:53
  it
• 30:53
  and
• 30:54
  they're
• 30:54
  saying
• 30:54
  you
• 30:54
  need
• 30:55
  to
• 30:55
  do
• 30:55
  this.
• 30:55
  And
• 30:55
  if
• 30:55
  everyone's
• 30:56
  saying
• 30:56
  it,
• 30:56
  it's
• 30:57
  probably
• 30:57
  true.
• 30:57
  And,
• 30:58
  ignoring
• 30:58
  it
• 30:58
  and,
• 30:58
  and
• 30:59
  I
• 30:59
  think
• 30:59
  it
• 30:59
  is,
• 30:59
  come
• 31:00
  back
• 31:00
  to
• 31:00
  what
• 31:00
  you
• 31:00
  said
• 31:00
  about
• 31:00
  humility.
• 31:01
  And
• 31:01
  I'm
• 31:01
  not
• 31:01
  saying
• 31:01
  that
• 31:02
  doctors
• 31:02
  are
• 31:02
  arrogant.
• 31:03
  No.
• 31:03
  You
• 31:03
  have
• 31:03
  arrogant
• 31:04
  doctors.
• 31:04
  You
• 31:04
  have
• 31:04
  humble
• 31:04
  doctors.
• 31:05
  They
• 31:05
  just
• 31:05
  human
• 31:05
  beings.
• 31:06
  Yes.
• 31:06
  But
• 31:07
  I
• 31:07
  think
• 31:07
  it
• 31:07
  is
• 31:08
  very
• 31:08
  difficult
• 31:09
  when
• 31:09
  you
• 31:09
  have
• 31:10
  spent
• 31:10
  money
• 31:11
  on
• 31:11
  developing
• 31:12
  something.
• 31:12
  And
• 31:12
  you
• 31:12
  have
• 31:13
  tested
• 31:13
  it
• 31:13
  with
• 31:13
  a
• 31:13
  few
• 31:13
  people,
• 31:14
  that
• 31:14
  it's
• 31:14
  very
• 31:15
  hard
• 31:15
  to
• 31:15
  say,
• 31:15
  oh,
• 31:15
  actually
• 31:16
  maybe
• 31:16
  I
• 31:16
  do
• 31:17
  need
• 31:17
  to
• 31:17
  adapt
• 31:17
  it.
• 31:17
  And
• 31:18
  actually
• 31:18
  this
• 31:18
  comes
• 31:18
  back
• 31:18
  to
• 31:18
  what
• 31:19
  you're
• 31:19
  saying,
• 31:19
  because
• 31:19
  I,
• 31:20
  it
• 31:20
  just,
• 31:20
  it
• 31:20
  just
• 31:20
  clicked
• 31:20
  in
• 31:20
  my
• 31:21
  mind.
• 31:21
  'cause
• 31:21
  I
• 31:21
  always
• 31:21
  tell
• 31:22
  people,
• 31:22
  and
• 31:22
  one
• 31:23
  of
• 31:23
  the
• 31:23
  last
• 31:23
  podcasts
• 31:23
  we
• 31:23
  were
• 31:23
  talking
• 31:23
  about
• 31:23
  is.
• 31:24
  Rather
• 31:24
  than
• 31:25
  perfecting
• 31:25
  it,
• 31:25
  go
• 31:26
  and
• 31:26
  test
• 31:26
  it.
• 31:26
  Which
• 31:26
  is
• 31:26
  exactly
• 31:27
  what
• 31:27
  you're
• 31:27
  saying
• 31:28
  effectively
• 31:28
  because
• 31:29
  what,
• 31:29
  in
• 31:29
  terms
• 31:30
  of
• 31:30
  when
• 31:30
  you're
• 31:30
  saying
• 31:31
  go,
• 31:31
  go
• 31:31
  and
• 31:32
  show
• 31:32
  it
• 31:32
  to
• 31:32
  somebody
• 31:32
  rough.
• 31:33
  Because
• 31:33
  if
• 31:33
  I
• 31:33
  go
• 31:33
  and
• 31:33
  show
• 31:33
  someone
• 31:34
  a
• 31:34
  piece
• 31:34
  of
• 31:34
  plastic,
• 31:34
  for
• 31:34
  example,
• 31:35
  and
• 31:35
  it's
• 31:35
  got
• 31:35
  rough
• 31:36
  veggies
• 31:36
  on
• 31:36
  it,
• 31:36
  people
• 31:37
  are
• 31:37
  much
• 31:37
  more
• 31:37
  comfortable
• 31:38
  to
• 31:38
  say,
• 31:38
  oh,
• 31:38
  that'll
• 31:39
  never
• 31:39
  work
• 31:39
  or
• 31:40
  chain
• 31:40
  this.
• 31:40
  If
• 31:41
  I
• 31:41
  go
• 31:41
  and
• 31:41
  they
• 31:41
  can
• 31:41
  see
• 31:41
  I've
• 31:42
  had
• 31:42
  it
• 31:42
  mold,
• 31:43
  injection
• 31:43
  molded,
• 31:44
  and
• 31:44
  they
• 31:44
  can
• 31:44
  see
• 31:45
  that
• 31:45
  I've
• 31:45
  spent
• 31:45
  a
• 31:45
  lot
• 31:45
  of
• 31:45
  money
• 31:45
  in
• 31:46
  it
• 31:46
  and
• 31:46
  I've
• 31:46
  put
• 31:46
  my
• 31:46
  heart
• 31:46
  and
• 31:46
  soul
• 31:47
  into
• 31:47
  it.
• 31:47
  Even
• 31:47
  if
• 31:47
  they
• 31:48
  think
• 31:48
  it's
• 31:48
  not
• 31:48
  very
• 31:48
  good,
• 31:49
  they're
• 31:49
  much
• 31:49
  less
• 31:50
  likely
• 31:50
  to
• 31:50
  say
• 31:51
  it's
• 31:51
  not.
• 31:51
  They'll,
• 31:51
  they'll
• 31:51
  try
• 31:52
  and
• 31:52
  find
• 31:52
  a
• 31:52
  positive
• 31:52
  spin
• 31:53
  and
• 31:53
  then
• 31:53
  that
• 31:53
  will
• 31:53
  happen
• 31:54
  numerous
• 31:54
  times.
• 31:55
  And
• 31:55
  as
• 31:55
  an
• 31:56
  inventor,
• 31:56
  I
• 31:56
  go
• 31:57
  away
• 31:57
  thinking
• 31:57
  everyone
• 31:58
  loves
• 31:58
  it.
• 31:58
  And
• 31:58
  then
• 31:58
  when
• 31:58
  you
• 31:59
  get,
• 31:59
  when
• 31:59
  the,
• 31:59
  when
• 32:00
  the
• 32:00
  rubber
• 32:00
  hits
• 32:00
  the
• 32:00
  road
• 32:00
  and
• 32:01
  then
• 32:01
  you
• 32:01
  actually
• 32:01
  try
• 32:01
  to
• 32:01
  get
• 32:02
  someone
• 32:02
  to
• 32:02
  pay
• 32:02
  for
• 32:02
  it,
• 32:03
  they're
• 32:03
  like,
• 32:03
  ah,
• 32:03
  yeah,
• 32:04
  I
• 32:04
  do
• 32:04
  like
• 32:05
  it.
• 32:05
  However,
• 32:05
  it
• 32:06
  is
• 32:06
  a
• 32:06
  vitamin
• 32:07
  rather
• 32:07
  than
• 32:07
  a
• 32:07
  pain
• 32:07
  killer.
• 32:08
  So
• 32:09
  I'm,
• 32:09
  I'm
• 32:09
  gonna
• 32:10
  pass
• 32:10
  on
• 32:10
  this,
• 32:10
  this
• 32:10
  occasion.
• 32:11
  So,
• 32:11
  so
• 32:11
  I
• 32:11
  think,
• 32:12
  I
• 32:12
  think
• 32:12
  that's
• 32:12
  it,
• 32:13
  it,
• 32:13
  it
• 32:13
  just
• 32:13
  triggered
• 32:14
  in
• 32:14
  my
• 32:14
  mind,
• 32:14
  all
• 32:15
  the
• 32:15
  way
• 32:15
  through
• 32:15
  that
• 32:15
  actually
• 32:16
  that
• 32:16
  rough
• 32:17
  edges
• 32:17
  really
• 32:18
  doesn't
• 32:18
  make
• 32:18
  a
• 32:18
  difference
• 32:19
  because
• 32:19
  it,
• 32:19
  it's
• 32:20
  very
• 32:20
  hard
• 32:20
  to
• 32:20
  be
• 32:20
  humble.
• 32:21
  I
• 32:21
  think
• 32:21
  once,
• 32:22
  one
• 32:22
  person
• 32:22
  once
• 32:23
  said
• 32:23
  to
• 32:23
  me,
• 32:23
  when
• 32:24
  we
• 32:24
  were
• 32:24
  trying
• 32:24
  to
• 32:24
  promote
• 32:25
  a
• 32:25
  product
• 32:25
  and
• 32:26
  they
• 32:26
  said,
• 32:26
  the
• 32:26
  problem
• 32:26
  is.
• 32:27
  And
• 32:27
  that's
• 32:27
  your
• 32:27
  baby,
• 32:28
  isn't
• 32:28
  it?
• 32:28
  And
• 32:28
  I'm
• 32:28
  telling
• 32:29
  you,
• 32:29
  your
• 32:29
  baby
• 32:29
  is
• 32:29
  ugly
• 32:30
  and
• 32:30
  you
• 32:30
  don't
• 32:30
  really
• 32:30
  want
• 32:30
  mm-hmm.
• 32:31
  You
• 32:31
  don't
• 32:31
  really
• 32:31
  want
• 32:31
  to
• 32:31
  hear
• 32:31
  that.
• 32:32
  And
• 32:32
  I
• 32:32
  thought,
• 32:32
  yeah,
• 32:32
  it's
• 32:32
  a,
• 32:32
  it's
• 32:33
  a
• 32:33
  good
• 32:33
  way
• 32:33
  of
• 32:33
  putting
• 32:33
  it.
• 32:33
  'cause
• 32:34
  it's
• 32:34
  true.
• 32:34
  Even,
• 32:34
  even
• 32:35
  if
• 32:35
  your
• 32:35
  baby
• 32:35
  was
• 32:35
  ugly,
• 32:36
  that
• 32:36
  you're
• 32:36
  never
• 32:37
  gonna
• 32:37
  accept
• 32:37
  it's
• 32:37
  ugly.
• 32:37
  'cause
• 32:38
  to
• 32:38
  you.
• 32:38
  It's
• 32:38
  beautiful
• 32:39
  and
• 32:39
  it's
• 32:39
  always
• 32:39
  beautiful
• 32:40
  and
• 32:40
  you
• 32:40
  don't
• 32:40
  appreciate
• 32:41
  someone
• 32:41
  saying
• 32:41
  Mm,
• 32:42
  not
• 32:42
  gonna
• 32:42
  win
• 32:43
  any
• 32:43
  modeling,
• 32:43
  competitions.
• 32:44
  So
• 32:44
  yeah.
• 32:45
  So
• 32:45
  it's,
• 32:45
  I
• 32:45
  think
• 32:46
  it's
• 32:46
  very,
• 32:46
  very
• 32:46
  good
• 32:47
  advice.
• 32:47
  Yeah,
• 32:47
  and
• 32:47
  you
• 32:47
  can
• 32:48
  always
• 32:48
  tell
• 32:48
  it's
• 32:49
  coming.
• 32:49
  So,
• 32:50
  when
• 32:50
  people
• 32:50
  are,
• 32:51
  are
• 32:51
  pulling
• 32:51
  their
• 32:52
  punches,
• 32:52
  they'll
• 32:53
  often
• 32:53
  be
• 32:53
  like,
• 32:53
  oh,
• 32:54
  I
• 32:54
  can
• 32:54
  see
• 32:54
  how
• 32:54
  some
• 32:54
  people
• 32:55
  would
• 32:55
  really
• 32:55
  enjoy
• 32:56
  this.
• 32:56
  Like,
• 32:56
  they
• 32:56
  start
• 32:57
  kind
• 32:57
  of
• 32:57
  projecting.
• 32:58
  Yeah.
• 32:58
  And
• 32:59
  doing,
• 32:59
  they're
• 32:59
  not
• 32:59
  talking
• 33:00
  about
• 33:00
  themselves.
• 33:00
  They're
• 33:00
  talking
• 33:01
  about
• 33:01
  like,
• 33:01
  oh,
• 33:01
  I
• 33:01
  could
• 33:01
  see
• 33:01
  how
• 33:02
  this
• 33:02
  could
• 33:02
  be
• 33:02
  really
• 33:02
  useful
• 33:03
  for
• 33:03
  some
• 33:03
  folks.
• 33:04
  And
• 33:04
  as
• 33:05
  soon
• 33:05
  as
• 33:05
  that
• 33:05
  happens,
• 33:06
  you
• 33:06
  have
• 33:06
  to
• 33:06
  redirect
• 33:07
  it.
• 33:07
  Be
• 33:07
  like,
• 33:07
  but
• 33:07
  what
• 33:08
  do
• 33:08
  you
• 33:08
  think?
• 33:09
  Yes,
• 33:09
  I'm
• 33:09
  talking
• 33:09
  to
• 33:09
  a
• 33:09
  load
• 33:10
  of
• 33:10
  people.
• 33:10
  What
• 33:11
  do
• 33:11
  you
• 33:12
  think?
• 33:12
  Because.
• 33:13
  They
• 33:13
  don't
• 33:13
  wanna
• 33:13
  tell
• 33:14
  you
• 33:14
  what
• 33:14
  they
• 33:14
  think
• 33:15
  and
• 33:15
  you
• 33:15
  need
• 33:16
  to
• 33:16
  hear
• 33:16
  what
• 33:16
  they
• 33:16
  think.
• 33:17
  Yeah.
• 33:17
  In
• 33:18
  fact,
• 33:18
  so
• 33:18
  it's
• 33:19
  interesting
• 33:19
  because
• 33:20
  I've
• 33:20
  had
• 33:20
  a
• 33:20
  conversation
• 33:21
  with
• 33:21
  people.
• 33:21
  'cause
• 33:21
  I,
• 33:21
  I,
• 33:22
  I
• 33:22
  like,
• 33:22
  'cause
• 33:22
  I,
• 33:22
  I'm,
• 33:23
  I'm
• 33:23
  quite
• 33:23
  a
• 33:23
  direct
• 33:24
  person
• 33:24
  and
• 33:24
  I
• 33:24
  like
• 33:25
  to
• 33:25
  find
• 33:25
  what
• 33:25
  people
• 33:25
  think
• 33:26
  and
• 33:26
  I,
• 33:26
  and
• 33:26
  I,
• 33:26
  I
• 33:26
  like
• 33:26
  to
• 33:27
  be
• 33:27
  honest,
• 33:27
  but
• 33:28
  one
• 33:28
  technique,
• 33:29
  someone
• 33:29
  said,
• 33:30
  if
• 33:30
  someone's
• 33:30
  not
• 33:30
  really
• 33:30
  giving
• 33:31
  the
• 33:31
  answer,
• 33:32
  they
• 33:32
  said
• 33:32
  ask
• 33:32
  them.
• 33:33
  Well,
• 33:33
  what
• 33:33
  would,
• 33:33
  what
• 33:33
  do
• 33:33
  you
• 33:33
  think,
• 33:34
  what
• 33:34
  do
• 33:34
  you
• 33:34
  think
• 33:34
  your
• 33:34
  colleagues
• 33:35
  would,
• 33:35
  what
• 33:35
  problem
• 33:36
  do
• 33:36
  you
• 33:36
  think
• 33:36
  your
• 33:36
  colleagues
• 33:37
  would
• 33:37
  have
• 33:37
  with
• 33:37
  if,
• 33:37
  do
• 33:37
  you
• 33:37
  know,
• 33:37
  if
• 33:37
  you've
• 33:37
  got
• 33:38
  someone
• 33:38
  who's
• 33:38
  not
• 33:38
  really
• 33:38
  giving
• 33:39
  you
• 33:39
  the
• 33:39
  answer,
• 33:39
  you
• 33:39
  say,
• 33:39
  oh,
• 33:40
  so
• 33:40
  when
• 33:40
  I
• 33:40
  go
• 33:40
  to
• 33:41
  other
• 33:41
  people,
• 33:41
  what
• 33:41
  do
• 33:41
  you
• 33:41
  think
• 33:42
  they
• 33:42
  might,
• 33:42
  have
• 33:42
  a
• 33:42
  problem
• 33:43
  with?
• 33:43
  Because
• 33:43
  sometimes
• 33:44
  people
• 33:44
  feel
• 33:44
  a
• 33:44
  bit
• 33:44
  more
• 33:45
  comfortable.
• 33:45
  Say,
• 33:46
  oh,
• 33:46
  it's
• 33:46
  not
• 33:46
  asking
• 33:47
  for
• 33:47
  a
• 33:47
  friend,
• 33:47
  not
• 33:47
  me.
• 33:48
  It's,
• 33:48
  but,
• 33:48
  but
• 33:48
  doctor
• 33:49
  such
• 33:49
  and
• 33:49
  such
• 33:49
  would
• 33:49
  hate
• 33:50
  this
• 33:50
  because
• 33:50
  of
• 33:50
  this,
• 33:50
  this,
• 33:51
  this,
• 33:51
  and
• 33:51
  this.
• 33:51
  But
• 33:52
  I
• 33:52
  love
• 33:52
  it.
• 33:52
  But
• 33:53
  so
• 33:53
  it's
• 33:53
  an
• 33:53
  interest,
• 33:54
  it's
• 33:54
  like
• 33:54
  two
• 33:54
  ways
• 33:54
  of
• 33:55
  trying
• 33:55
  to
• 33:55
  get
• 33:55
  to
• 33:55
  the
• 33:55
  same
• 33:55
  point,
• 33:56
  isn't
• 33:56
  it?
• 33:56
  To
• 33:56
  get
• 33:56
  to
• 33:56
  the
• 33:57
  actual
• 33:57
  real
• 33:57
  nub,
• 33:58
  of
• 33:58
  the
• 33:58
  problem
• 33:58
  and
• 33:58
  the
• 33:58
  pain
• 33:59
  point.
• 33:59
  'cause
• 33:59
  sometimes,
• 34:00
  especially
• 34:00
  when
• 34:00
  you
• 34:01
  don't
• 34:01
  know
• 34:01
  them
• 34:01
  that
• 34:01
  well,
• 34:02
  they're
• 34:02
  not
• 34:02
  necessarily
• 34:03
  gonna
• 34:03
  open
• 34:03
  up.
• 34:04
  So,
• 34:04
  so
• 34:04
  just
• 34:04
  based
• 34:05
  on
• 34:05
  that,
• 34:05
  how
• 34:05
  do
• 34:05
  you
• 34:06
  make
• 34:06
  people
• 34:07
  feel
• 34:07
  comfortable
• 34:07
  enough?
• 34:08
  To
• 34:08
  give
• 34:08
  you
• 34:08
  that
• 34:09
  information.
• 34:09
  'cause
• 34:09
  sometimes
• 34:10
  you
• 34:10
  go
• 34:10
  in,
• 34:10
  you
• 34:10
  might,
• 34:11
  probably
• 34:11
  have
• 34:11
  longer,
• 34:11
  but
• 34:12
  sometimes
• 34:12
  you
• 34:12
  have
• 34:12
  10,
• 34:12
  15
• 34:13
  minutes
• 34:13
  and
• 34:13
  you
• 34:14
  try
• 34:14
  to
• 34:14
  elicit,
• 34:14
  the
• 34:15
  emotional,
• 34:15
  the
• 34:15
  social
• 34:15
  response.
• 34:16
  And
• 34:16
  people
• 34:16
  have
• 34:16
  like
• 34:17
  got
• 34:17
  the
• 34:17
  shutters
• 34:18
  up
• 34:18
  thinking,
• 34:18
  well,
• 34:18
  I
• 34:18
  don't
• 34:18
  know
• 34:18
  you,
• 34:18
  I'm
• 34:18
  not
• 34:19
  telling
• 34:19
  you
• 34:19
  all
• 34:19
  that.
• 34:19
  How,
• 34:20
  how
• 34:20
  do
• 34:20
  you
• 34:20
  break
• 34:20
  that
• 34:20
  down
• 34:21
  quickly?
• 34:21
  I'll
• 34:21
  go
• 34:21
  in
• 34:22
  right
• 34:22
  away.
• 34:22
  Especially
• 34:23
  if
• 34:23
  kind
• 34:23
  of
• 34:23
  we
• 34:23
  have
• 34:23
  that
• 34:24
  rough
• 34:24
  concept
• 34:24
  and
• 34:25
  be
• 34:25
  like,
• 34:25
  Hey,
• 34:25
  we
• 34:26
  just
• 34:26
  threw
• 34:26
  this
• 34:26
  down
• 34:26
  on
• 34:26
  a
• 34:27
  piece
• 34:27
  of
• 34:27
  paper.
• 34:27
  It
• 34:28
  is
• 34:28
  more
• 34:28
  wrong
• 34:28
  than
• 34:29
  right.
• 34:29
  I
• 34:29
  know
• 34:29
  that.
• 34:30
  It
• 34:30
  would
• 34:30
  be
• 34:30
  so
• 34:31
  helpful
• 34:31
  to
• 34:32
  me
• 34:32
  if
• 34:32
  you
• 34:32
  would
• 34:32
  give
• 34:32
  me
• 34:33
  your
• 34:33
  honest
• 34:33
  opinion.
• 34:34
  I,
• 34:34
  I
• 34:34
  need
• 34:34
  to
• 34:35
  know
• 34:35
  how
• 34:35
  this
• 34:35
  is
• 34:36
  wrong.
• 34:36
  And
• 34:37
  people
• 34:38
  love,
• 34:39
  telling
• 34:39
  you
• 34:39
  how
• 34:39
  you're
• 34:40
  wrong
• 34:40
  and
• 34:40
  they're
• 34:40
  right
• 34:41
  and
• 34:41
  like,
• 34:41
  just
• 34:42
  kind
• 34:42
  of
• 34:42
  being
• 34:42
  the
• 34:43
  smartest
• 34:43
  person
• 34:43
  in
• 34:43
  the
• 34:43
  room.
• 34:44
  They'd
• 34:44
  love
• 34:44
  to
• 34:44
  be
• 34:44
  the
• 34:45
  smartest
• 34:45
  person
• 34:45
  in
• 34:45
  the
• 34:45
  room.
• 34:46
  And
• 34:47
  I
• 34:47
  have
• 34:47
  asked
• 34:48
  them
• 34:48
  to
• 34:48
  do
• 34:48
  that.
• 34:49
  And
• 34:49
  very
• 34:50
  quickly
• 34:50
  they
• 34:50
  just
• 34:51
  kind
• 34:51
  of
• 34:51
  open
• 34:51
  up.
• 34:51
  And
• 34:52
  start,
• 34:52
  start
• 34:52
  telling
• 34:53
  you
• 34:53
  what
• 34:53
  they
• 34:53
  think,
• 34:53
  which
• 34:53
  is
• 34:54
  great.
• 34:54
  It's,
• 34:55
  again,
• 34:55
  sometimes
• 34:56
  it's
• 34:56
  hard
• 34:56
  to
• 34:56
  hear,
• 34:56
  but
• 34:57
  it's
• 34:57
  what
• 34:57
  you
• 34:57
  need
• 34:57
  to
• 34:57
  hear.
• 34:58
  Especially
• 34:58
  at
• 34:58
  that
• 34:58
  point,
• 34:59
  I
• 34:59
  think.
• 34:59
  Yeah,
• 34:59
  I
• 34:59
  think
• 34:59
  so
• 35:00
  because
• 35:00
  I
• 35:00
  think
• 35:00
  if,
• 35:01
  if
• 35:01
  you
• 35:01
  are,
• 35:02
  if
• 35:02
  you
• 35:02
  don't
• 35:02
  hear
• 35:03
  the
• 35:03
  brutal
• 35:04
  honest
• 35:04
  truth
• 35:05
  at
• 35:05
  very
• 35:05
  early
• 35:05
  stage,
• 35:06
  you
• 35:06
  can
• 35:07
  spend
• 35:07
  a
• 35:07
  lot
• 35:07
  of
• 35:07
  time
• 35:08
  and
• 35:08
  money
• 35:09
  developing
• 35:10
  something
• 35:10
  that
• 35:10
  actually
• 35:11
  isn't
• 35:11
  fit
• 35:11
  for
• 35:11
  purpose
• 35:12
  and
• 35:12
  but
• 35:12
  you're
• 35:12
  convinced
• 35:13
  it
• 35:13
  is.
• 35:13
  And
• 35:14
  then
• 35:14
  you
• 35:14
  spend
• 35:14
  even
• 35:14
  more
• 35:15
  time
• 35:15
  and
• 35:15
  even
• 35:15
  more
• 35:15
  money
• 35:16
  and
• 35:16
  you
• 35:16
  keep
• 35:16
  doing
• 35:16
  it
• 35:17
  and
• 35:17
  you
• 35:17
  keep
• 35:17
  doing
• 35:17
  it.
• 35:17
  Whereas
• 35:18
  if
• 35:18
  somebody
• 35:19
  early
• 35:19
  on
• 35:20
  was
• 35:20
  brutally
• 35:20
  honest,
• 35:21
  before
• 35:21
  you've
• 35:21
  spent
• 35:22
  all
• 35:22
  that
• 35:22
  time
• 35:22
  and
• 35:22
  money,
• 35:23
  just
• 35:23
  like
• 35:23
  in
• 35:23
  your
• 35:23
  example,
• 35:24
  you
• 35:24
  could
• 35:24
  pivot
• 35:24
  to
• 35:24
  something
• 35:25
  else.
• 35:25
  So
• 35:25
  you're
• 35:25
  spending
• 35:26
  your
• 35:26
  time
• 35:26
  and
• 35:26
  money
• 35:26
  on
• 35:26
  something
• 35:27
  that
• 35:27
  you
• 35:27
  know
• 35:27
  is
• 35:27
  gonna
• 35:28
  add
• 35:28
  value.
• 35:28
  Or
• 35:29
  you
• 35:29
  could
• 35:29
  actually,
• 35:29
  God
• 35:30
  forbid,
• 35:30
  just
• 35:30
  say
• 35:30
  actually
• 35:31
  this,
• 35:31
  this
• 35:31
  is
• 35:31
  not
• 35:32
  the
• 35:32
  right
• 35:32
  products
• 35:33
  and
• 35:33
  it's
• 35:33
  not
• 35:33
  the
• 35:34
  products
• 35:34
  I
• 35:34
  thought
• 35:34
  it
• 35:34
  was.
• 35:34
  So
• 35:35
  let
• 35:35
  me
• 35:35
  stop.
• 35:35
  Doing
• 35:36
  it
• 35:36
  and
• 35:36
  I'll
• 35:36
  go
• 35:36
  and
• 35:36
  see
• 35:37
  if
• 35:37
  I
• 35:37
  can
• 35:37
  invent
• 35:37
  something
• 35:38
  else
• 35:38
  that
• 35:38
  would,
• 35:39
  would
• 35:39
  actually
• 35:39
  solve
• 35:40
  the
• 35:40
  pain
• 35:41
  that
• 35:41
  they're
• 35:41
  asking
• 35:42
  for.
• 35:42
  But
• 35:42
  either
• 35:43
  way,
• 35:44
  you
• 35:44
  don't
• 35:44
  want
• 35:44
  to
• 35:45
  bring
• 35:45
  a
• 35:45
  product
• 35:45
  to
• 35:45
  market
• 35:46
  that
• 35:46
  is
• 35:46
  just
• 35:46
  not
• 35:46
  gonna
• 35:47
  get
• 35:47
  adopted
• 35:47
  because
• 35:48
  there's
• 35:48
  so
• 35:48
  many
• 35:48
  products
• 35:49
  that
• 35:49
  are
• 35:49
  out
• 35:49
  there
• 35:50
  that
• 35:50
  everyone
• 35:50
  thought
• 35:50
  was
• 35:50
  a
• 35:50
  brilliant
• 35:51
  idea.
• 35:51
  They
• 35:51
  get,
• 35:51
  bring
• 35:52
  it
• 35:52
  out.
• 35:52
  And
• 35:52
  if
• 35:53
  it's
• 35:53
  too
• 35:53
  expensive
• 35:54
  to
• 35:54
  make
• 35:54
  it
• 35:54
  so
• 35:54
  that
• 35:54
  when
• 35:55
  you
• 35:55
  try
• 35:55
  to
• 35:55
  sell
• 35:55
  it,
• 35:55
  it's
• 35:55
  too
• 35:55
  expensive
• 35:56
  or
• 35:56
  it
• 35:57
  doesn't
• 35:57
  fit
• 35:57
  the
• 35:57
  workflow,
• 35:58
  or
• 35:58
  it
• 35:59
  adds
• 35:59
  complexity,
• 36:00
  to
• 36:00
  the
• 36:00
  environment,
• 36:01
  there's
• 36:01
  so
• 36:01
  many
• 36:02
  things
• 36:02
  and
• 36:02
  people
• 36:03
  aren't
• 36:03
  thinking
• 36:03
  about
• 36:03
  those
• 36:03
  things
• 36:04
  'cause
• 36:04
  they're
• 36:04
  not
• 36:04
  having
• 36:04
  the
• 36:04
  conversations
• 36:05
  that
• 36:05
  you're,
• 36:06
  that
• 36:06
  we're
• 36:06
  discussing
• 36:06
  here
• 36:07
  where
• 36:07
  they're
• 36:07
  speaking
• 36:07
  to
• 36:07
  the
• 36:07
  stakeholders,
• 36:08
  understanding
• 36:09
  what
• 36:09
  the
• 36:09
  real
• 36:09
  pain
• 36:09
  points
• 36:10
  are,
• 36:10
  and
• 36:10
  then
• 36:11
  delivering
• 36:11
  a
• 36:12
  solution.
• 36:12
  So
• 36:12
  I,
• 36:12
  I
• 36:12
  really,
• 36:13
  for
• 36:13
  me.
• 36:13
  There's
• 36:14
  so
• 36:14
  many
• 36:14
  takeaways,
• 36:14
  really,
• 36:15
  but
• 36:15
  the,
• 36:15
  the,
• 36:15
  the,
• 36:16
  falling
• 36:16
  in
• 36:16
  love
• 36:16
  with
• 36:16
  the
• 36:16
  problem
• 36:17
  and
• 36:17
  not
• 36:17
  the
• 36:17
  solution,
• 36:18
  I
• 36:18
  think
• 36:19
  is,
• 36:19
  is
• 36:19
  one
• 36:20
  of
• 36:20
  my
• 36:20
  biggest
• 36:20
  takeaways
• 36:21
  and
• 36:21
  being
• 36:21
  humble.
• 36:22
  When
• 36:22
  you're
• 36:22
  going
• 36:22
  to
• 36:22
  speak
• 36:23
  to
• 36:23
  people
• 36:23
  so
• 36:23
  that
• 36:23
  you're
• 36:23
  actually
• 36:24
  inviting
• 36:24
  feedback,
• 36:25
  you're
• 36:25
  not
• 36:25
  getting
• 36:25
  defensive.
• 36:26
  And
• 36:26
  you're
• 36:27
  making
• 36:27
  sure
• 36:28
  that
• 36:28
  actually
• 36:28
  you're,
• 36:29
  you're
• 36:29
  looking
• 36:29
  at
• 36:30
  what
• 36:30
  the
• 36:30
  solution
• 36:30
  to
• 36:31
  their
• 36:31
  actual
• 36:31
  pay
• 36:31
  point
• 36:32
  is
• 36:32
  not
• 36:32
  what
• 36:32
  you
• 36:33
  have
• 36:33
  assumed
• 36:34
  their
• 36:34
  pain
• 36:35
  point
• 36:35
  is.
• 36:35
  So
• 36:35
  on
• 36:35
  that
• 36:36
  note,
• 36:36
  what
• 36:37
  would
• 36:37
  be,
• 36:37
  if,
• 36:38
  if
• 36:38
  some,
• 36:38
  someone's
• 36:39
  listening
• 36:39
  to
• 36:39
  this
• 36:39
  and
• 36:40
  there's
• 36:40
  lots
• 36:40
  of
• 36:40
  people
• 36:40
  listening
• 36:40
  and
• 36:41
  they've
• 36:42
  dropped
• 36:42
  off,
• 36:43
  I
• 36:43
  dunno
• 36:43
  how
• 36:43
  you
• 36:43
  could
• 36:43
  drop
• 36:44
  off,
• 36:44
  but
• 36:44
  if
• 36:44
  you
• 36:44
  dropped
• 36:45
  off,
• 36:45
  and
• 36:45
  then
• 36:45
  you've
• 36:45
  just
• 36:45
  come
• 36:46
  back
• 36:46
  at
• 36:46
  the
• 36:46
  end.
• 36:46
  What
• 36:47
  would
• 36:47
  be,
• 36:47
  say
• 36:47
  the
• 36:47
  one
• 36:47
  or
• 36:48
  two
• 36:48
  key
• 36:48
  things
• 36:49
  you'd
• 36:49
  say
• 36:49
  that
• 36:50
  people
• 36:50
  need
• 36:50
  to
• 36:50
  take
• 36:51
  into
• 36:51
  account
• 36:52
  when
• 36:52
  they're
• 36:52
  looking
• 36:52
  at
• 36:52
  stakeholder
• 36:53
  mapping
• 36:53
  and,
• 36:53
  and
• 36:53
  going
• 36:54
  from
• 36:54
  getting
• 36:55
  the
• 36:55
  right
• 36:56
  stakeholders
• 36:57
  and
• 36:57
  then
• 36:57
  moving
• 36:57
  that
• 36:57
  through
• 36:58
  to
• 36:58
  adoption
• 36:58
  of
• 36:58
  a
• 36:58
  product.
• 36:59
  So
• 36:59
  find
• 37:00
  the,
• 37:01
  the
• 37:01
  clinician,
• 37:02
  the
• 37:03
  business
• 37:03
  decision
• 37:04
  maker,
• 37:04
  usually
• 37:05
  someone
• 37:05
  in
• 37:05
  finance,
• 37:06
  and
• 37:06
  then
• 37:07
  the
• 37:07
  users
• 37:08
  and
• 37:08
  the
• 37:08
  influencers.
• 37:09
  Find
• 37:09
  all
• 37:10
  of
• 37:10
  those
• 37:10
  people
• 37:10
  and
• 37:11
  then
• 37:11
  understand
• 37:12
  what
• 37:12
  their
• 37:13
  pain
• 37:13
  points
• 37:13
  are
• 37:14
  and
• 37:14
  their
• 37:14
  pain
• 37:15
  points.
• 37:15
  Broadly,
• 37:16
  not
• 37:17
  just
• 37:17
  associated
• 37:18
  with
• 37:18
  what
• 37:19
  you're
• 37:19
  designing
• 37:19
  for
• 37:20
  or
• 37:20
  what
• 37:20
  your
• 37:20
  product
• 37:21
  is.
• 37:21
  Understand
• 37:22
  them
• 37:22
  as
• 37:22
  people
• 37:23
  understand,
• 37:24
  the
• 37:24
  pain
• 37:24
  of
• 37:24
  the
• 37:25
  roles
• 37:25
  that
• 37:25
  they're
• 37:26
  in
• 37:26
  and
• 37:27
  the
• 37:27
  challenges
• 37:28
  they
• 37:28
  face.
• 37:28
  Thank
• 37:29
  you
• 37:29
  very
• 37:29
  much.
• 37:29
  I
• 37:29
  think
• 37:29
  that's
• 37:30
  three
• 37:30
  key
• 37:31
  things
• 37:31
  that
• 37:31
  I'm
• 37:31
  gonna
• 37:31
  take
• 37:32
  away,
• 37:32
  along
• 37:33
  with
• 37:33
  all
• 37:33
  the
• 37:33
  others
• 37:34
  I've
• 37:34
  written
• 37:34
  down
• 37:35
  and
• 37:35
  I,
• 37:35
  I'm
• 37:35
  sure
• 37:35
  that
• 37:36
  others
• 37:36
  will.
• 37:36
  So
• 37:36
  thank
• 37:37
  you
• 37:37
  very
• 37:37
  much,
• 37:37
  Robin.
• 37:37
  But
• 37:37
  before
• 37:38
  you
• 37:38
  go,
• 37:39
  I
• 37:39
  have
• 37:39
  to
• 37:39
  do
• 37:39
  my
• 37:39
  decision
• 37:40
  scenario
• 37:40
  question,
• 37:41
  which
• 37:41
  Robin
• 37:42
  is
• 37:42
  gonna
• 37:42
  answer,
• 37:42
  and
• 37:42
  I'm
• 37:43
  gonna
• 37:43
  pick
• 37:43
  up
• 37:43
  in
• 37:43
  the
• 37:43
  next
• 37:44
  episode,
• 37:44
  we'll
• 37:44
  go
• 37:44
  through
• 37:45
  the
• 37:45
  answer
• 37:45
  and
• 37:46
  then
• 37:46
  I'll
• 37:46
  have
• 37:46
  my
• 37:47
  own
• 37:47
  unique
• 37:47
  spin
• 37:48
  on
• 37:48
  it.
• 37:48
  So.
• 37:49
  The
• 37:50
  question
• 37:50
  is,
• 37:50
  you
• 37:50
  are
• 37:50
  a
• 37:51
  Med
• 37:51
  Tech
• 37:51
  founder
• 37:51
  launching
• 37:52
  a
• 37:52
  new
• 37:52
  medical
• 37:52
  device
• 37:53
  and
• 37:53
  after
• 37:53
  initial
• 37:54
  testing
• 37:54
  feedback
• 37:55
  indicates
• 37:55
  that
• 37:55
  while
• 37:55
  doctors
• 37:56
  are
• 37:56
  enthusiastic,
• 37:57
  adoption
• 37:57
  rates
• 37:58
  are
• 37:58
  still
• 37:58
  low
• 37:59
  and
• 37:59
  you
• 37:59
  need
• 37:59
  to
• 37:59
  make
• 38:00
  a
• 38:00
  decision
• 38:00
  on
• 38:00
  your
• 38:00
  next
• 38:01
  steps
• 38:01
  for
• 38:01
  market
• 38:02
  entry.
• 38:03
  So
• 38:03
  do
• 38:03
  you
• 38:03
  a
• 38:04
  prioritize
• 38:05
  further
• 38:05
  development
• 38:06
  based
• 38:06
  on
• 38:06
  clinical
• 38:06
  feedback
• 38:07
  from
• 38:07
  doctors
• 38:07
  only?
• 38:07
  I'm
• 38:08
  hoping
• 38:08
  that
• 38:08
  you'll
• 38:08
  start
• 38:09
  to
• 38:09
  get
• 38:09
  a
• 38:09
  sense
• 38:09
  of
• 38:10
  where
• 38:10
  you
• 38:10
  should
• 38:10
  be
• 38:10
  going.
• 38:11
  I've
• 38:11
  been
• 38:11
  listened
• 38:11
  to
• 38:11
  Robin
• 38:12
  for
• 38:12
  the
• 38:12
  last
• 38:12
  40
• 38:13
  odd
• 38:13
  minutes.
• 38:13
  Or
• 38:14
  do
• 38:14
  you
• 38:14
  B
• 38:15
  conduct
• 38:15
  a
• 38:16
  comprehensive
• 38:16
  stakeholder
• 38:17
  map
• 38:17
  and
• 38:18
  expand
• 38:18
  your
• 38:18
  interviews
• 38:19
  to
• 38:19
  include
• 38:20
  nonclinical
• 38:20
  influencers?
• 38:21
  Do
• 38:21
  you
• 38:21
  see
• 38:22
  increased
• 38:23
  marketing
• 38:23
  efforts
• 38:23
  targeting
• 38:24
  doctors
• 38:24
  to
• 38:24
  boost
• 38:24
  awareness
• 38:25
  and
• 38:25
  and
• 38:25
  excitement?
• 38:26
  Or
• 38:27
  do
• 38:27
  you
• 38:27
  d
• 38:27
  pivot
• 38:28
  the
• 38:28
  product
• 38:28
  based
• 38:29
  on
• 38:29
  the
• 38:29
  least
• 38:29
  favorable
• 38:30
  feedback
• 38:31
  from
• 38:31
  doctors
• 38:31
  to
• 38:32
  mitigate?
• 38:33
  Tune
• 38:33
  in
• 38:33
  to
• 38:34
  the
• 38:34
  next
• 38:34
  episode
• 38:35
  to
• 38:35
  hear
• 38:35
  Robin's
• 38:36
  answer.
• 38:36
  And
• 38:36
  then
• 38:37
  my
• 38:37
  detailed
• 38:38
  breakdown.
• 38:40
  And
• 38:40
  remember.
• 38:42
  if
• 38:42
  you're
• 38:43
  speaking
• 38:43
  to
• 38:43
  the
• 38:43
  wrong
• 38:44
  stakeholders,
• 38:45
  none
• 38:45
  of
• 38:45
  those
• 38:45
  decisions
• 38:46
  will
• 38:46
  land
• 38:47
  and
• 38:47
  book
• 38:48
  a
• 38:48
  healthcare
• 38:48
  export.
• 38:50
  And
• 38:51
  if
• 38:51
  we,
• 38:51
  and
• 38:52
  if
• 38:52
  you're
• 38:52
  building
• 38:52
  a
• 38:52
  MedTech
• 38:53
  business
• 38:54
  and
• 38:54
  you're
• 38:54
  not
• 38:54
  sure
• 38:54
  what
• 38:55
  your
• 38:55
  next
• 38:55
  move
• 38:56
  should
• 38:56
  be,
• 38:56
  whether
• 38:57
  that's
• 38:57
  evidence,
• 38:58
  market
• 38:58
  access,
• 38:58
  commercialization,
• 39:00
  distributor
• 39:00
  strategy,
• 39:01
  or
• 39:01
  adoption,
• 39:02
  don't
• 39:02
  guess
• 39:03
  because
• 39:03
  if
• 39:04
  you're
• 39:04
  speaking
• 39:04
  to
• 39:04
  the
• 39:04
  wrong
• 39:05
  stakeholders,
• 39:06
  none
• 39:06
  of
• 39:06
  those
• 39:07
  decisions
• 39:07
  will
• 39:07
  land
• 39:08
  and
• 39:08
  book
• 39:09
  a
• 39:09
  healthcare
• 39:10
  export.
• 39:11
  So
• 39:11
  Booker
• 39:11
  Healthcare
• 39:12
  Export
• 39:12
  Accelerator
• 39:13
  diagnostic
• 39:13
  call
• 39:14
  with
• 39:14
  me
• 39:15
  using
• 39:15
  the
• 39:15
  link
• 39:15
  in
• 39:16
  the
• 39:16
  show
• 39:16
  notes,
• 39:17
  and
• 39:17
  I'll
• 39:17
  help
• 39:17
  you
• 39:17
  identify
• 39:18
  who
• 39:18
  actually
• 39:19
  makes
• 39:19
  the
• 39:19
  decisions
• 39:20
  in
• 39:20
  your
• 39:20
  market,
• 39:21
  what's
• 39:21
  blocking
• 39:22
  progress,
• 39:23
  and
• 39:23
  the
• 39:23
  next
• 39:23
  commercial
• 39:24
  move
• 39:24
  that
• 39:25
  you
• 39:25
  need
• 39:25
  to
• 39:25
  take
• 39:25
  to
• 39:25
  unlock
• 39:26
  momentum.
• 39:27
  So
• 39:27
  until
• 39:27
  next
• 39:28
  time,
• 39:28
  thanks
• 39:28
  for
• 39:29
  living
• 39:29
  it.
• 39:29
  So
• 39:30
  until
• 39:30
  next
• 39:30
  time,
• 39:31
  thanks
• 39:31
  for
• 39:31
  listening.
• 39:32
  Keep
• 39:32
  challenging
• 39:32
  your
• 39:32
  assumptions
• 39:33
  and
• 39:33
  keep
• 39:34
  growing.