Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #202 | The NUMBER ONE Reason Clinicians Say They Love Your MedTech Product But Still Don't Buy It

Transcript

#202 | The NUMBER ONE Reason Clinicians Say They Love Your MedTech Product But Still Don't Buy It · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  In
• 0:00
  today's
• 0:00
  episode,
• 0:01
  you're
• 0:01
  gonna
• 0:01
  learn
• 0:02
  how
• 0:02
  to
• 0:02
  tell
• 0:03
  whether
• 0:03
  you're
• 0:03
  solving
• 0:04
  a
• 0:04
  problem
• 0:04
  that
• 0:04
  customers
• 0:05
  genuinely
• 0:05
  care
• 0:05
  about
• 0:05
  enough
• 0:06
  to
• 0:06
  change
• 0:06
  behavior,
• 0:07
  allocate
• 0:07
  budget,
• 0:08
  and
• 0:08
  adopt
• 0:09
  that
• 0:09
  new
• 0:10
  solution.
• 0:10
  Welcome
• 0:11
  to
• 0:11
  Clinician
• 0:12
  to
• 0:12
  CEO,
• 0:13
  the
• 0:13
  podcast
• 0:14
  helping
• 0:14
  clinicians
• 0:15
  simplify
• 0:15
  your
• 0:15
  go
• 0:16
  to
• 0:16
  market
• 0:16
  strategy
• 0:17
  so
• 0:17
  that
• 0:17
  you
• 0:17
  can
• 0:17
  stop
• 0:18
  guessing
• 0:19
  and
• 0:19
  turn
• 0:19
  your
• 0:19
  working
• 0:20
  prototypes
• 0:20
  into
• 0:21
  international
• 0:21
  MedTech
• 0:22
  businesses.
• 0:23
  i'm
• 0:23
  your
• 0:23
  host,
• 0:23
  Hakeem
• 0:24
  Aade.
• 0:25
  Let's
• 0:25
  get
• 0:25
  started.
• 0:26
  three
• 0:26
  things
• 0:27
  that
• 0:27
  you're
• 0:27
  gonna
• 0:27
  discover
• 0:28
  in
• 0:28
  this
• 0:28
  episode
• 0:29
  are,
• 0:29
  number
• 0:29
  one,
• 0:30
  why
• 0:30
  solving
• 0:30
  a
• 0:31
  problem
• 0:32
  isn't
• 0:32
  enough
• 0:32
  to
• 0:32
  get
• 0:33
  your
• 0:33
  product
• 0:33
  adopted.
• 0:34
  Number
• 0:34
  two,
• 0:35
  how
• 0:35
  to
• 0:35
  tell
• 0:35
  whether
• 0:35
  a
• 0:35
  problem
• 0:36
  is
• 0:36
  actually
• 0:36
  a
• 0:37
  priority.
• 0:38
  Number
• 0:38
  three,
• 0:39
  a
• 0:39
  simple
• 0:40
  four-step
• 0:40
  framework
• 0:41
  to
• 0:41
  assess
• 0:41
  whether
• 0:42
  customers
• 0:42
  are
• 0:42
  likely
• 0:43
  to
• 0:43
  adopt
• 0:43
  your
• 0:44
  solution.
• 0:44
  So
• 0:45
  have
• 0:45
  you
• 0:45
  ever
• 0:45
  shown
• 0:46
  a
• 0:46
  customer
• 0:46
  your
• 0:46
  product
• 0:47
  and
• 0:47
  heard,
• 0:47
  phrases
• 0:48
  like
• 0:48
  this,
• 0:48
  Oh,
• 0:49
  that's
• 0:49
  really
• 0:49
  interesting.
• 0:50
  Oh,
• 0:50
  that's
• 0:50
  really
• 0:50
  clever.
• 0:51
  Oh,
• 0:51
  I
• 0:51
  can
• 0:51
  definitely
• 0:52
  see
• 0:52
  the
• 0:52
  benefits."
• 0:53
  So
• 0:53
  you
• 0:53
  get
• 0:53
  very
• 0:53
  excited,
• 0:54
  but
• 0:54
  then
• 0:55
  nothing
• 0:55
  happens.
• 0:56
  There's
• 0:56
  no
• 0:57
  pilot,
• 0:57
  there's
• 0:57
  no
• 0:58
  evaluation,
• 0:58
  there's
• 0:58
  no
• 0:59
  budget,
• 0:59
  there's
• 0:59
  no
• 0:59
  next
• 0:59
  meeting,
• 1:00
  and
• 1:00
  there's
• 1:00
  no
• 1:01
  orders
• 1:01
  coming
• 1:01
  in.
• 1:02
  All
• 1:02
  you
• 1:02
  get
• 1:02
  is
• 1:03
  radio
• 1:03
  silence.
• 1:04
  Now,
• 1:04
  if
• 1:04
  you've
• 1:05
  ever
• 1:05
  experienced
• 1:06
  that,
• 1:06
  you're
• 1:06
  not
• 1:06
  alone
• 1:07
  because,
• 1:07
  in
• 1:07
  fact,
• 1:08
  one
• 1:08
  of
• 1:08
  the
• 1:08
  biggest
• 1:09
  mistakes
• 1:10
  I've
• 1:10
  seen
• 1:11
  in
• 1:11
  med
• 1:12
  tech
• 1:12
  isn't
• 1:13
  actually
• 1:13
  poor
• 1:13
  technology,
• 1:14
  it's
• 1:14
  not
• 1:14
  poor
• 1:14
  solutions,
• 1:15
  it's
• 1:15
  assuming
• 1:16
  that
• 1:16
  because
• 1:16
  something
• 1:17
  that
• 1:17
  you've
• 1:17
  developed
• 1:18
  solved
• 1:19
  the
• 1:19
  problem
• 1:19
  means
• 1:20
  that
• 1:20
  people
• 1:21
  automatically
• 1:21
  want
• 1:22
  it
• 1:22
  Unfortunately,
• 1:23
  that
• 1:24
  is
• 1:24
  not
• 1:24
  always
• 1:25
  the
• 1:25
  case.
• 1:25
  So
• 1:26
  don't
• 1:27
  get
• 1:27
  too
• 1:27
  excited
• 1:27
  when
• 1:28
  you
• 1:28
  think
• 1:28
  you've
• 1:28
  solved
• 1:28
  a
• 1:28
  problem
• 1:29
  because
• 1:29
  healthcare
• 1:29
  is
• 1:30
  full
• 1:30
  of
• 1:30
  problems,
• 1:30
  and
• 1:30
  you
• 1:30
  know
• 1:31
  that.
• 1:31
  Every
• 1:32
  hospital
• 1:32
  has
• 1:32
  problems.
• 1:33
  Every
• 1:33
  clinician
• 1:33
  has
• 1:33
  problems.
• 1:34
  Every
• 1:34
  procurement
• 1:35
  team
• 1:35
  has
• 1:35
  problems.
• 1:36
  The
• 1:36
  question
• 1:36
  isn't
• 1:37
  for
• 1:37
  your
• 1:37
  product
• 1:37
  or
• 1:37
  your
• 1:38
  solution,
• 1:38
  does
• 1:39
  a
• 1:39
  problem
• 1:40
  exist
• 1:40
  that
• 1:40
  you're
• 1:40
  solving?
• 1:41
  The
• 1:41
  question
• 1:42
  actually
• 1:42
  is
• 1:43
  that
• 1:43
  problem
• 1:44
  important
• 1:44
  enough
• 1:45
  for
• 1:45
  somebody
• 1:45
  to
• 1:45
  do
• 1:45
  something
• 1:46
  about
• 1:46
  it?
• 1:46
  And
• 1:47
  that's
• 1:47
  what
• 1:47
  we're
• 1:47
  gonna
• 1:47
  explore
• 1:48
  today.
• 1:48
  Because
• 1:48
  the
• 1:48
  companies
• 1:49
  that
• 1:49
  achieve
• 1:49
  adoption
• 1:50
  aren't
• 1:50
  necessarily
• 1:51
  the
• 1:52
  ones
• 1:52
  solving
• 1:52
  the
• 1:52
  biggest
• 1:53
  problems.
• 1:53
  They're
• 1:54
  more
• 1:54
  often
• 1:54
  than
• 1:54
  not
• 1:55
  the
• 1:55
  ones
• 1:55
  that
• 1:55
  are
• 1:55
  solving
• 1:56
  the
• 1:56
  highest
• 1:57
  priorities.
• 1:58
  So
• 1:59
  what
• 1:59
  I
• 1:59
  wanna
• 1:59
  do
• 1:59
  now
• 2:00
  is
• 2:00
  get
• 2:00
  into
• 2:00
  the
• 2:00
  four-step
• 2:01
  framework,
• 2:02
  which
• 2:02
  will
• 2:02
  help
• 2:02
  you
• 2:02
  assess
• 2:03
  whether
• 2:03
  customers
• 2:04
  are
• 2:04
  likely
• 2:04
  to
• 2:04
  adopt
• 2:04
  your
• 2:05
  solution
• 2:05
  or
• 2:06
  not.
• 2:06
  And
• 2:06
  then
• 2:06
  at
• 2:07
  the
• 2:07
  end
• 2:07
  of
• 2:07
  each
• 2:07
  of
• 2:07
  those
• 2:07
  steps,
• 2:08
  I
• 2:08
  wanna
• 2:08
  give
• 2:08
  you
• 2:08
  an
• 2:08
  action
• 2:09
  to
• 2:09
  go
• 2:09
  away
• 2:10
  and
• 2:10
  actually
• 2:10
  implement.
• 2:11
  So
• 2:12
  step
• 2:13
  one
• 2:13
  is
• 2:13
  it
• 2:14
  a
• 2:14
  problem
• 2:14
  or
• 2:14
  is
• 2:14
  it
• 2:14
  a
• 2:14
  priority?
• 2:15
  Because
• 2:15
  let's
• 2:16
  be
• 2:16
  honest
• 2:16
  about
• 2:16
  it.
• 2:17
  As
• 2:17
  I
• 2:17
  said,
• 2:17
  you
• 2:18
  all
• 2:18
  know
• 2:18
  that
• 2:18
  healthcare
• 2:18
  is
• 2:18
  full
• 2:19
  of
• 2:19
  problems.
• 2:19
  I
• 2:19
  don't
• 2:20
  care
• 2:20
  where
• 2:20
  you
• 2:20
  are
• 2:20
  in
• 2:20
  the
• 2:21
  world,
• 2:21
  you've
• 2:21
  got
• 2:21
  probably
• 2:22
  long
• 2:22
  waiting
• 2:22
  lists,
• 2:23
  you
• 2:23
  got
• 2:23
  staff
• 2:23
  shortages,
• 2:24
  you
• 2:24
  got
• 2:24
  budget
• 2:24
  pressures,
• 2:25
  training
• 2:26
  gaps,
• 2:26
  communication
• 2:26
  issues,
• 2:27
  workflow
• 2:28
  inefficiencies.
• 2:29
  The
• 2:29
  existence
• 2:30
  of
• 2:30
  a
• 2:30
  problem
• 2:31
  does
• 2:31
  not
• 2:31
  automatically
• 2:32
  create
• 2:32
  demand
• 2:33
  for
• 2:33
  your
• 2:33
  product,
• 2:33
  even
• 2:33
  if
• 2:33
  it's
• 2:34
  solving
• 2:34
  a
• 2:34
  problem.
• 2:35
  Because
• 2:35
  hospitals
• 2:36
  don't
• 2:36
  solve
• 2:37
  every
• 2:37
  problem.
• 2:38
  They
• 2:38
  solve
• 2:38
  the
• 2:38
  problem
• 2:39
  that
• 2:39
  matter
• 2:40
  the
• 2:40
  most.
• 2:40
  Now,
• 2:41
  let's
• 2:41
  just
• 2:41
  take
• 2:41
  a
• 2:41
  s-
• 2:42
  a
• 2:42
  sidestep
• 2:42
  away
• 2:43
  from
• 2:43
  healthcare
• 2:43
  for
• 2:43
  a
• 2:43
  second
• 2:44
  and
• 2:44
  think
• 2:44
  about
• 2:45
  your
• 2:45
  own
• 2:45
  life.
• 2:46
  You
• 2:46
  probably
• 2:46
  have
• 2:46
  dozens
• 2:47
  of
• 2:47
  problems.
• 2:48
  Maybe
• 2:48
  you
• 2:49
  need
• 2:49
  to
• 2:49
  exercise
• 2:49
  more,
• 2:50
  as
• 2:50
  we
• 2:50
  all
• 2:50
  do.
• 2:51
  Maybe
• 2:51
  you
• 2:51
  should
• 2:52
  organize
• 2:52
  your
• 2:52
  finances
• 2:53
  better.
• 2:53
  Maybe
• 2:54
  you
• 2:54
  should--
• 2:54
  you
• 2:54
  need
• 2:54
  to
• 2:54
  clear
• 2:55
  out
• 2:55
  your
• 2:55
  garage.
• 2:56
  They're
• 2:56
  all
• 2:56
  problems,
• 2:57
  but
• 2:57
  it
• 2:57
  doesn't
• 2:57
  mean
• 2:57
  that
• 2:57
  you're
• 2:57
  gonna
• 2:58
  work
• 2:58
  on
• 2:58
  all
• 2:58
  of
• 2:59
  them
• 2:59
  because
• 3:00
  they
• 3:00
  may
• 3:00
  not
• 3:00
  all
• 3:01
  necessarily
• 3:01
  be
• 3:01
  priorities.
• 3:02
  And
• 3:02
  until
• 3:03
  they
• 3:03
  become
• 3:03
  priorities,
• 3:04
  you
• 3:04
  don't
• 3:04
  do
• 3:04
  anything
• 3:04
  about
• 3:04
  them.
• 3:05
  So
• 3:05
  healthcare
• 3:06
  works
• 3:06
  exactly
• 3:07
  the
• 3:07
  same
• 3:07
  way.
• 3:08
  Let's
• 3:08
  imagine
• 3:08
  you
• 3:08
  developed
• 3:08
  a
• 3:09
  product
• 3:09
  that
• 3:09
  saves
• 3:09
  nurses
• 3:10
  five
• 3:10
  minutes
• 3:10
  per
• 3:10
  shift.
• 3:11
  That
• 3:11
  is
• 3:11
  a
• 3:11
  genuine
• 3:12
  benefit.
• 3:13
  So
• 3:13
  everybody
• 3:13
  thinks,
• 3:14
  "Oh
• 3:14
  I've
• 3:14
  found
• 3:14
  a
• 3:14
  problem.
• 3:15
  I've
• 3:15
  got
• 3:16
  a
• 3:16
  solution
• 3:16
  that
• 3:16
  can
• 3:16
  actually
• 3:17
  reduce
• 3:17
  that
• 3:17
  five
• 3:18
  minutes
• 3:18
  per
• 3:18
  shift."
• 3:19
  So
• 3:19
  it's
• 3:20
  a
• 3:20
  real
• 3:20
  problem.
• 3:21
  But
• 3:21
  if
• 3:21
  the
• 3:21
  hospital
• 3:22
  is
• 3:22
  dealing
• 3:23
  with
• 3:23
  staff
• 3:23
  shortages,
• 3:24
  patient
• 3:25
  safety
• 3:25
  concerns,
• 3:25
  and
• 3:25
  financial
• 3:26
  pressures,
• 3:27
  your
• 3:27
  problem
• 3:28
  may
• 3:28
  not
• 3:28
  make
• 3:29
  the
• 3:29
  priority
• 3:29
  list
• 3:29
  of
• 3:30
  that
• 3:30
  healthcare
• 3:30
  facility.
• 3:31
  So
• 3:31
  you
• 3:31
  may
• 3:32
  prove
• 3:32
  a
• 3:32
  problem
• 3:32
  exists,
• 3:33
  and
• 3:33
  you
• 3:33
  may
• 3:34
  produce
• 3:34
  the
• 3:34
  product
• 3:35
  that
• 3:35
  solves
• 3:35
  that
• 3:35
  problem.
• 3:36
  But
• 3:36
  if
• 3:37
  you
• 3:37
  never
• 3:37
  prove
• 3:38
  it's
• 3:38
  important
• 3:38
  enough
• 3:39
  to
• 3:39
  act
• 3:39
  upon,
• 3:40
  then
• 3:40
  actually
• 3:41
  your
• 3:41
  product
• 3:41
  or
• 3:41
  solution
• 3:42
  is
• 3:42
  not
• 3:42
  gonna
• 3:42
  be
• 3:42
  adopted.
• 3:43
  So
• 3:44
  the
• 3:44
  action
• 3:44
  I
• 3:44
  want
• 3:44
  you
• 3:44
  to
• 3:44
  take
• 3:45
  based
• 3:45
  on
• 3:45
  this
• 3:46
  step
• 3:46
  one,
• 3:46
  is
• 3:47
  go
• 3:47
  and
• 3:47
  speak
• 3:47
  to
• 3:47
  three
• 3:48
  customers
• 3:48
  this
• 3:48
  week
• 3:49
  and
• 3:49
  ask
• 3:49
  them,
• 3:50
  where
• 3:50
  does
• 3:51
  this
• 3:51
  challenge
• 3:51
  rank
• 3:52
  compared
• 3:53
  with
• 3:53
  everything
• 3:54
  else
• 3:54
  that
• 3:54
  you're
• 3:54
  dealing
• 3:55
  with
• 3:55
  right
• 3:56
  now?
• 3:56
  Not,
• 3:57
  what
• 3:58
  do
• 3:58
  you
• 3:58
  think
• 3:58
  of
• 3:59
  the
• 3:59
  product?
• 3:59
  Not,
• 3:59
  can
• 3:59
  you
• 3:59
  see
• 4:00
  the
• 4:00
  benefits?
• 4:00
  'Cause
• 4:00
  they'll
• 4:00
  be--
• 4:01
  they,
• 4:01
  they'll
• 4:01
  say
• 4:01
  yes,
• 4:02
  and
• 4:02
  they'll
• 4:02
  give
• 4:02
  you
• 4:02
  positives.
• 4:03
  But
• 4:03
  I
• 4:03
  want
• 4:03
  you
• 4:04
  to
• 4:04
  ask
• 4:04
  them
• 4:05
  that
• 4:05
  question,
• 4:05
  because
• 4:05
  then
• 4:06
  what
• 4:06
  you're
• 4:06
  effectively
• 4:06
  asking
• 4:06
  is
• 4:07
  how
• 4:07
  important
• 4:07
  is
• 4:07
  solving
• 4:08
  this
• 4:08
  compared
• 4:09
  with
• 4:09
  your
• 4:09
  other
• 4:09
  priorities?
• 4:10
  Because
• 4:11
  if
• 4:11
  it's
• 4:11
  consistently
• 4:12
  in
• 4:12
  the
• 4:12
  top
• 4:12
  three,
• 4:13
  then
• 4:13
  you
• 4:13
  want
• 4:13
  to
• 4:14
  keep
• 4:14
  going.
• 4:14
  If
• 4:15
  it's
• 4:15
  number
• 4:15
  17
• 4:16
  for
• 4:16
  that
• 4:16
  list,
• 4:16
  you've
• 4:17
  found
• 4:17
  a
• 4:17
  problem,
• 4:18
  but
• 4:18
  you
• 4:18
  may
• 4:18
  not
• 4:19
  have
• 4:19
  found
• 4:19
  a
• 4:19
  priority,
• 4:20
  and
• 4:20
  priorities
• 4:21
  are
• 4:21
  what
• 4:21
  drive
• 4:22
  adoption.
• 4:23
  So
• 4:23
  If
• 4:23
  you
• 4:24
  haven't
• 4:24
  found
• 4:24
  a
• 4:24
  priority,
• 4:25
  you've
• 4:25
  only
• 4:25
  found
• 4:25
  a
• 4:25
  problem,
• 4:26
  then
• 4:26
  you
• 4:26
  have
• 4:26
  to
• 4:26
  do
• 4:27
  a
• 4:27
  bit
• 4:27
  more
• 4:27
  digging.
• 4:27
  You
• 4:27
  need
• 4:28
  to
• 4:28
  find
• 4:28
  out
• 4:28
  If
• 4:28
  there's
• 4:28
  other
• 4:29
  consequences
• 4:30
  that
• 4:30
  can
• 4:30
  become
• 4:30
  priorities
• 4:31
  for
• 4:31
  that
• 4:31
  problem.
• 4:32
  So
• 4:32
  that's
• 4:32
  step
• 4:33
  one.
• 4:33
  Is
• 4:34
  it
• 4:34
  a
• 4:34
  problem
• 4:34
  or
• 4:35
  a
• 4:35
  priority?
• 4:35
  You
• 4:35
  need
• 4:35
  a
• 4:35
  priority
• 4:36
  before
• 4:37
  you
• 4:37
  start
• 4:37
  moving
• 4:37
  on.
• 4:37
  So
• 4:38
  now
• 4:38
  let's
• 4:38
  take
• 4:38
  that
• 4:39
  a
• 4:39
  step
• 4:39
  further,
• 4:41
  and
• 4:41
  the
• 4:41
  step
• 4:41
  two
• 4:41
  is
• 4:42
  what
• 4:42
  happens
• 4:43
  if
• 4:43
  they
• 4:43
  do
• 4:44
  nothing?
• 4:44
  Because
• 4:44
  one
• 4:45
  of
• 4:45
  the
• 4:45
  biggest
• 4:46
  challenges
• 4:46
  founders
• 4:47
  find
• 4:48
  when
• 4:48
  they're
• 4:48
  focusing
• 4:49
  entirely
• 4:50
  just
• 4:50
  purely
• 4:50
  on
• 4:50
  the
• 4:50
  benefits,
• 4:52
  i.e.,
• 4:52
  We
• 4:52
  save
• 4:52
  time,
• 4:53
  we
• 4:53
  improve
• 4:53
  efficiency,
• 4:54
  we
• 4:54
  reduce
• 4:55
  workload
• 4:56
  of
• 4:56
  course,
• 4:56
  those
• 4:57
  things
• 4:57
  matter
• 4:57
  But
• 4:58
  what
• 4:58
  really
• 4:58
  drives
• 4:59
  adoption
• 4:59
  is
• 5:00
  consequences.
• 5:01
  What
• 5:02
  happens
• 5:02
  if
• 5:03
  they
• 5:03
  don't
• 5:03
  solve
• 5:03
  that
• 5:04
  problem?
• 5:04
  So
• 5:05
  if
• 5:05
  a
• 5:05
  hospital
• 5:05
  ignores
• 5:05
  a
• 5:06
  staffing
• 5:06
  problem,
• 5:06
  what's
• 5:07
  gonna
• 5:07
  happen?
• 5:07
  Patients
• 5:08
  wait
• 5:08
  longer.
• 5:09
  That's
• 5:09
  a
• 5:09
  consequence.
• 5:09
  Staff
• 5:10
  become
• 5:10
  overwhelmed.
• 5:11
  Consequence.
• 5:12
  Costs
• 5:12
  increase.
• 5:13
  I
• 5:13
  think
• 5:13
  you
• 5:13
  get
• 5:13
  where
• 5:13
  I'm
• 5:13
  going.
• 5:14
  Performance
• 5:14
  suffers.
• 5:15
  That's
• 5:15
  why
• 5:16
  staffing
• 5:16
  becomes
• 5:17
  a
• 5:17
  priority.
• 5:18
  Now
• 5:18
  think
• 5:18
  about
• 5:19
  your
• 5:19
  product
• 5:19
  or
• 5:19
  solution.
• 5:20
  If
• 5:21
  nobody
• 5:21
  adopts
• 5:21
  it,
• 5:22
  what
• 5:22
  happens?
• 5:23
  Does
• 5:23
  risk
• 5:24
  increase?
• 5:24
  Do
• 5:25
  costs
• 5:26
  increase?
• 5:27
  Does
• 5:27
  revenue
• 5:27
  fall?
• 5:28
  Do
• 5:28
  outcomes
• 5:28
  worsen?
• 5:29
  Does
• 5:29
  somebody
• 5:30
  lose
• 5:30
  sleep?
• 5:31
  i.e.,
• 5:31
  what's
• 5:31
  the
• 5:31
  consequence?
• 5:32
  And
• 5:32
  the
• 5:32
  term
• 5:32
  I
• 5:32
  always
• 5:33
  use
• 5:33
  is
• 5:33
  what
• 5:33
  is
• 5:34
  keeping
• 5:35
  that
• 5:35
  customer
• 5:36
  up
• 5:36
  at
• 5:36
  night?
• 5:37
  What
• 5:37
  are
• 5:37
  the
• 5:37
  consequences?
• 5:38
  Because
• 5:38
  if
• 5:38
  nothing
• 5:38
  really
• 5:38
  changes
• 5:39
  or
• 5:39
  they
• 5:40
  perceive
• 5:40
  that
• 5:40
  nothing's
• 5:41
  gonna
• 5:41
  change
• 5:41
  if
• 5:42
  they
• 5:42
  don't
• 5:42
  do
• 5:42
  anything,
• 5:43
  then
• 5:44
  adoption
• 5:44
  becomes
• 5:44
  really
• 5:45
  difficult.
• 5:45
  Because
• 5:46
  People
• 5:46
  don't
• 5:46
  change
• 5:47
  just
• 5:47
  because
• 5:47
  something
• 5:48
  is
• 5:48
  better.
• 5:48
  They
• 5:49
  change
• 5:49
  because
• 5:49
  staying
• 5:50
  the
• 5:50
  same
• 5:50
  becomes
• 5:51
  uncomfortable,
• 5:52
  and
• 5:52
  it
• 5:53
  keeps
• 5:53
  them
• 5:53
  up
• 5:53
  at
• 5:53
  night.
• 5:54
  So
• 5:54
  the
• 5:54
  action
• 5:55
  I
• 5:55
  want
• 5:55
  you
• 5:55
  to
• 5:55
  take
• 5:56
  here
• 5:56
  for
• 5:56
  step
• 5:56
  two
• 5:57
  is
• 5:57
  go
• 5:57
  and
• 5:58
  ask
• 5:58
  your
• 5:58
  customers
• 5:59
  what
• 5:59
  happens
• 6:00
  if
• 6:00
  this
• 6:00
  problem
• 6:01
  never
• 6:01
  gets
• 6:01
  solved.
• 6:02
  If
• 6:02
  the
• 6:02
  answer
• 6:02
  is
• 6:03
  not
• 6:03
  much
• 6:03
  really,
• 6:04
  or
• 6:04
  they're
• 6:04
  not
• 6:05
  that
• 6:05
  concerned
• 6:06
  about
• 6:06
  what
• 6:06
  the
• 6:06
  consequence
• 6:07
  may
• 6:07
  be,
• 6:08
  then
• 6:08
  you've
• 6:08
  got
• 6:09
  a
• 6:09
  lot
• 6:09
  of
• 6:09
  work
• 6:09
  to
• 6:09
  do.
• 6:10
  You
• 6:10
  need
• 6:10
  to,
• 6:10
  again,
• 6:10
  start
• 6:11
  finding
• 6:11
  some
• 6:12
  consequences
• 6:12
  that
• 6:13
  actually
• 6:13
  resonate
• 6:14
  with
• 6:14
  them
• 6:15
  and
• 6:15
  keep
• 6:15
  them
• 6:15
  up
• 6:15
  at
• 6:15
  night.
• 6:16
  If
• 6:16
  the
• 6:16
  answer
• 6:17
  is,
• 6:17
  however,
• 6:17
  it
• 6:17
  creates
• 6:18
  risk,
• 6:18
  it
• 6:18
  costs
• 6:19
  money,
• 6:19
  it
• 6:19
  slows
• 6:20
  us
• 6:20
  down,
• 6:20
  it
• 6:20
  affects
• 6:21
  outcomes,
• 6:22
  now
• 6:22
  you're
• 6:23
  getting
• 6:23
  closer
• 6:23
  to
• 6:24
  what
• 6:24
  we
• 6:24
  would
• 6:24
  describe
• 6:25
  as
• 6:25
  a
• 6:25
  genuine
• 6:25
  priority.
• 6:26
  Because
• 6:26
  priorities
• 6:27
  have
• 6:27
  consequences,
• 6:28
  and
• 6:29
  consequences
• 6:30
  get
• 6:30
  focus
• 6:31
  from
• 6:31
  your
• 6:31
  customers
• 6:32
  and
• 6:32
  budget.
• 6:33
  So
• 6:33
  you've
• 6:33
  now
• 6:34
  tried
• 6:34
  to
• 6:35
  identify
• 6:36
  whether
• 6:36
  it's
• 6:36
  a
• 6:36
  problem
• 6:37
  or
• 6:37
  a
• 6:38
  You're
• 6:38
  thinking
• 6:39
  you've
• 6:39
  got
• 6:39
  a
• 6:39
  priority
• 6:40
  because
• 6:40
  it's
• 6:41
  got
• 6:41
  consequences.
• 6:42
  You
• 6:42
  then
• 6:42
  move
• 6:42
  on
• 6:42
  to
• 6:42
  step
• 6:43
  three,
• 6:43
  are
• 6:44
  they
• 6:44
  already
• 6:45
  trying
• 6:45
  to
• 6:45
  fix
• 6:46
  it?
• 6:46
  Because
• 6:46
  we
• 6:46
  wanna
• 6:47
  now
• 6:47
  start
• 6:47
  looking
• 6:47
  at
• 6:47
  behavior,
• 6:48
  because
• 6:48
  behavior
• 6:49
  will
• 6:50
  tell
• 6:50
  you
• 6:50
  far
• 6:50
  more
• 6:51
  than
• 6:51
  what
• 6:51
  they
• 6:51
  actually
• 6:52
  say.
• 6:52
  'Cause
• 6:53
  they
• 6:53
  may
• 6:53
  well
• 6:53
  say,
• 6:53
  "Oh
• 6:53
  yeah,
• 6:54
  it's
• 6:54
  a
• 6:54
  priority.
• 6:55
  These
• 6:55
  are
• 6:55
  all
• 6:55
  the
• 6:55
  issues
• 6:56
  that
• 6:56
  happen."
• 6:56
  But
• 6:57
  we
• 6:57
  wanna
• 6:57
  now
• 6:57
  look
• 6:57
  at
• 6:58
  whether
• 6:58
  they're
• 6:58
  doing
• 6:58
  anything
• 6:59
  about
• 6:59
  it.
• 6:59
  Many
• 7:00
  people
• 7:01
  will
• 7:01
  always
• 7:01
  tell
• 7:01
  you
• 7:02
  that
• 7:02
  the
• 7:02
  problem
• 7:02
  is
• 7:02
  important.
• 7:03
  Far
• 7:03
  fewer
• 7:04
  will
• 7:04
  actually
• 7:05
  do
• 7:05
  something
• 7:05
  about
• 7:05
  that
• 7:05
  problem.
• 7:06
  So
• 7:07
  let's
• 7:07
  imagine
• 7:08
  that
• 7:08
  somebody
• 7:08
  says,
• 7:08
  "Oh
• 7:09
  yeah,
• 7:09
  it's
• 7:09
  a
• 7:09
  real
• 7:09
  big
• 7:10
  issue."
• 7:10
  Obviously,
• 7:11
  what
• 7:11
  you're
• 7:11
  gonna
• 7:11
  ask
• 7:11
  them
• 7:11
  is,
• 7:12
  "Okay,
• 7:12
  what
• 7:12
  have
• 7:12
  you
• 7:12
  done
• 7:13
  about
• 7:13
  it?
• 7:13
  Because
• 7:14
  if
• 7:14
  it's
• 7:14
  a
• 7:14
  big
• 7:14
  issue,
• 7:14
  surely
• 7:15
  you've
• 7:15
  done
• 7:15
  something
• 7:15
  about
• 7:15
  it."
• 7:16
  Now,
• 7:16
  if
• 7:16
  they've
• 7:17
  allocated
• 7:17
  budget
• 7:18
  or
• 7:18
  they've
• 7:18
  created
• 7:19
  a
• 7:19
  project
• 7:19
  team,
• 7:20
  they've
• 7:20
  trialed
• 7:20
  alternative,
• 7:21
  they've
• 7:21
  changed
• 7:21
  processes,
• 7:22
  they've
• 7:22
  written
• 7:22
  policies,
• 7:23
  they've
• 7:23
  assigned
• 7:23
  responsibility,
• 7:24
  then
• 7:25
  that's
• 7:25
  a
• 7:25
  really
• 7:25
  good
• 7:25
  sign
• 7:26
  that
• 7:26
  you've
• 7:26
  got
• 7:26
  a
• 7:26
  genuine
• 7:27
  priority
• 7:28
  because
• 7:29
  their
• 7:29
  behavior
• 7:30
  is
• 7:30
  matching
• 7:30
  their
• 7:30
  words,
• 7:31
  i.e.,
• 7:31
  they're
• 7:31
  doing
• 7:32
  something
• 7:32
  about
• 7:32
  it.
• 7:33
  But
• 7:33
  If
• 7:33
  they've
• 7:33
  lived
• 7:34
  with
• 7:34
  the
• 7:34
  problem
• 7:35
  for
• 7:35
  10
• 7:35
  years
• 7:36
  and
• 7:36
  done
• 7:36
  absolutely
• 7:36
  nothing,
• 7:36
  then
• 7:36
  maybe
• 7:36
  it's
• 7:36
  not
• 7:37
  the
• 7:37
  priority
• 7:37
  that
• 7:38
  they've
• 7:38
  been
• 7:38
  claiming
• 7:38
  it
• 7:38
  is.
• 7:39
  A-and
• 7:39
  one
• 7:39
  of
• 7:39
  the
• 7:39
  best
• 7:40
  indicators
• 7:40
  of
• 7:40
  future
• 7:41
  adoption
• 7:42
  is
• 7:42
  whether
• 7:42
  somebody's
• 7:43
  already
• 7:43
  trying
• 7:43
  to
• 7:44
  solve
• 7:44
  the
• 7:44
  problem
• 7:44
  today
• 7:45
  because
• 7:45
  if
• 7:46
  they're
• 7:46
  already
• 7:46
  looking
• 7:46
  for
• 7:47
  a
• 7:47
  solution,
• 7:47
  and
• 7:47
  they've
• 7:47
  tried
• 7:48
  different
• 7:48
  things,
• 7:49
  then
• 7:49
  you're
• 7:49
  joining
• 7:50
  an
• 7:50
  active
• 7:51
  conversation
• 7:51
  about
• 7:51
  how
• 7:52
  to
• 7:52
  solve
• 7:52
  this
• 7:52
  priority.
• 7:53
  But
• 7:54
  if
• 7:54
  they're
• 7:54
  not
• 7:55
  trying
• 7:55
  to
• 7:56
  do
• 7:56
  anything,
• 7:56
  and
• 7:56
  they're
• 7:57
  not
• 7:57
  looking
• 7:57
  for
• 7:58
  a
• 7:58
  solution,
• 7:59
  then
• 7:59
  you're
• 7:59
  actually
• 7:59
  trying
• 8:00
  to
• 8:00
  create
• 8:01
  a
• 8:01
  priority
• 8:01
  or
• 8:01
  a
• 8:01
  problem,
• 8:02
  and
• 8:02
  that's
• 8:03
  significantly
• 8:04
  harder.
• 8:05
  So
• 8:05
  the
• 8:05
  action
• 8:05
  that
• 8:06
  I
• 8:06
  want
• 8:06
  you
• 8:06
  to
• 8:06
  take
• 8:06
  here
• 8:07
  is
• 8:07
  to
• 8:07
  go
• 8:07
  and
• 8:07
  ask
• 8:08
  three
• 8:08
  customers,
• 8:09
  "What
• 8:09
  have
• 8:10
  you
• 8:10
  already
• 8:10
  done
• 8:11
  to
• 8:11
  solve
• 8:11
  this
• 8:11
  problem?"
• 8:11
  And
• 8:12
  then
• 8:12
  what
• 8:12
  you're
• 8:12
  looking
• 8:12
  for,
• 8:13
  obviously,
• 8:13
  is
• 8:13
  evidence
• 8:14
  of
• 8:14
  action.
• 8:14
  The
• 8:14
  more
• 8:15
  effort
• 8:15
  they've
• 8:15
  already
• 8:16
  invested,
• 8:17
  the
• 8:17
  more
• 8:17
  likely
• 8:18
  it
• 8:18
  is
• 8:18
  that
• 8:18
  you're
• 8:18
  dealing
• 8:19
  with
• 8:19
  a
• 8:19
  genuine
• 8:19
  priority,
• 8:20
  and
• 8:20
  the
• 8:20
  more
• 8:20
  likely
• 8:20
  it
• 8:20
  is
• 8:21
  that
• 8:21
  they're
• 8:21
  gonna
• 8:21
  do
• 8:22
  something
• 8:22
  with
• 8:22
  your
• 8:23
  product
• 8:23
  or
• 8:23
  solution
• 8:24
  So
• 8:24
  then
• 8:24
  moving
• 8:25
  on
• 8:25
  to
• 8:25
  step
• 8:25
  four,
• 8:25
  who
• 8:26
  has
• 8:26
  the
• 8:26
  most
• 8:27
  to
• 8:27
  gain?
• 8:27
  So
• 8:28
  let's
• 8:28
  assume
• 8:29
  you've
• 8:29
  now
• 8:29
  identified
• 8:30
  a
• 8:30
  genuine
• 8:31
  priority.
• 8:31
  The
• 8:32
  next
• 8:32
  question
• 8:32
  is,
• 8:33
  who
• 8:33
  benefits
• 8:34
  most
• 8:34
  if
• 8:35
  this
• 8:35
  problem
• 8:35
  gets
• 8:35
  solved?
• 8:36
  'Cause
• 8:36
  that's
• 8:36
  who
• 8:36
  you
• 8:36
  really
• 8:36
  want
• 8:37
  to
• 8:37
  be
• 8:37
  speaking
• 8:37
  to,
• 8:38
  because
• 8:38
  not
• 8:38
  everyone,
• 8:39
  cares
• 8:39
  equally
• 8:40
  about
• 8:40
  problems.
• 8:41
  And
• 8:41
  this
• 8:41
  is
• 8:41
  where
• 8:42
  actually
• 8:42
  many
• 8:42
  med
• 8:43
  tech
• 8:43
  companies
• 8:43
  start
• 8:44
  to
• 8:44
  lose
• 8:44
  momentum.
• 8:45
  They
• 8:45
  do
• 8:45
  the
• 8:45
  first
• 8:45
  three
• 8:46
  steps.
• 8:47
  They've
• 8:47
  got
• 8:47
  a
• 8:47
  genuine
• 8:47
  problem
• 8:48
  But
• 8:48
  the
• 8:48
  challenge
• 8:49
  is
• 8:49
  that
• 8:49
  lots
• 8:49
  of
• 8:50
  med
• 8:50
  tech
• 8:50
  companies
• 8:50
  spend
• 8:51
  all
• 8:51
  their
• 8:51
  time
• 8:51
  talking
• 8:52
  to
• 8:52
  people
• 8:52
  who
• 8:53
  agree
• 8:53
  that
• 8:53
  the
• 8:53
  problem
• 8:54
  exists-
• 8:54
  instead
• 8:55
  of
• 8:55
  talking
• 8:56
  to
• 8:56
  the
• 8:56
  people
• 8:56
  who
• 8:57
  have
• 8:57
  the
• 8:57
  strongest
• 8:57
  reason
• 8:58
  to
• 8:59
  act.
• 8:59
  So
• 8:59
  let
• 9:00
  me
• 9:00
  just
• 9:00
  use
• 9:00
  a
• 9:00
  simple
• 9:00
  example.
• 9:01
  You've
• 9:02
  developed
• 9:02
  a
• 9:02
  solution
• 9:03
  that
• 9:03
  reduces
• 9:03
  theater
• 9:04
  inefficiencies.
• 9:05
  The
• 9:05
  surgeon
• 9:05
  is
• 9:06
  going
• 9:06
  to
• 9:06
  appreciate
• 9:06
  that.
• 9:07
  The
• 9:07
  theater
• 9:07
  team
• 9:07
  may
• 9:08
  love
• 9:08
  it.
• 9:08
  But
• 9:09
  who
• 9:09
  feels
• 9:09
  the
• 9:09
  biggest
• 9:10
  impact?
• 9:10
  Maybe
• 9:11
  it's
• 9:11
  the
• 9:11
  theater
• 9:11
  manager
• 9:12
  trying
• 9:12
  to
• 9:12
  increase
• 9:12
  throughput.
• 9:13
  it
• 9:13
  could
• 9:13
  be
• 9:13
  the
• 9:13
  operational
• 9:14
  lead
• 9:14
  trying
• 9:14
  to
• 9:14
  reduce
• 9:15
  delays.
• 9:15
  it
• 9:16
  May
• 9:16
  well
• 9:16
  be
• 9:16
  the
• 9:17
  hospital
• 9:17
  executive
• 9:18
  trying
• 9:18
  to
• 9:18
  improve
• 9:19
  productivity.
• 9:20
  And
• 9:20
  the
• 9:20
  strongest
• 9:21
  opportunity
• 9:21
  for
• 9:21
  you
• 9:22
  to
• 9:22
  get
• 9:22
  that
• 9:22
  product
• 9:23
  adopted
• 9:24
  is
• 9:24
  usually
• 9:24
  found
• 9:25
  where
• 9:25
  the
• 9:25
  pain
• 9:26
  is
• 9:26
  the
• 9:26
  greatest,
• 9:27
  and
• 9:28
  the
• 9:28
  ability
• 9:28
  to
• 9:29
  influence
• 9:29
  the
• 9:29
  change
• 9:30
  is
• 9:30
  the
• 9:30
  highest
• 9:31
  because
• 9:31
  that's
• 9:31
  where
• 9:32
  urgency
• 9:32
  lives,
• 9:33
  and
• 9:33
  urgency
• 9:34
  drives
• 9:34
  adoption.
• 9:35
  And
• 9:35
  I've
• 9:36
  got
• 9:36
  a
• 9:36
  whole
• 9:36
  workshop
• 9:37
  on
• 9:37
  how
• 9:37
  you
• 9:37
  can
• 9:37
  identify
• 9:38
  the
• 9:38
  right
• 9:38
  people
• 9:39
  with
• 9:40
  the
• 9:40
  problem
• 9:40
  and
• 9:40
  the
• 9:41
  urgency
• 9:41
  to
• 9:41
  act,
• 9:41
  and
• 9:42
  how
• 9:42
  you
• 9:42
  then
• 9:42
  put
• 9:42
  that
• 9:43
  decision-making
• 9:43
  unit
• 9:43
  together
• 9:44
  so
• 9:44
  that
• 9:44
  you
• 9:44
  can
• 9:44
  influence
• 9:45
  adoption
• 9:46
  through
• 9:46
  that
• 9:46
  decision-making
• 9:47
  unit.
• 9:48
  But
• 9:48
  for
• 9:48
  now,
• 9:49
  the
• 9:49
  action
• 9:50
  I
• 9:50
  want
• 9:50
  you
• 9:50
  to
• 9:50
  take
• 9:51
  is
• 9:51
  write
• 9:51
  down
• 9:51
  who
• 9:52
  experiences
• 9:52
  the
• 9:52
  problem,
• 9:53
  who
• 9:53
  benefits
• 9:54
  if
• 9:54
  it
• 9:54
  is
• 9:54
  solved,
• 9:55
  and
• 9:55
  who
• 9:56
  can
• 9:56
  influence
• 9:57
  the
• 9:57
  decision.
• 9:58
  And
• 9:58
  then
• 9:58
  once
• 9:58
  you've
• 9:58
  wr-written
• 9:59
  those
• 9:59
  down,
• 10:00
  ask
• 10:00
  yourself
• 10:01
  which
• 10:01
  of
• 10:01
  those
• 10:02
  people
• 10:02
  have
• 10:02
  the
• 10:02
  strongest
• 10:03
  reason
• 10:03
  to
• 10:04
  act,
• 10:04
  because
• 10:05
  that's
• 10:05
  the
• 10:05
  person
• 10:06
  that
• 10:06
  you
• 10:06
  should
• 10:06
  spend
• 10:06
  most
• 10:06
  of
• 10:07
  your
• 10:07
  time
• 10:07
  trying
• 10:08
  to
• 10:08
  understand
• 10:08
  and
• 10:09
  influence.
• 10:09
  Because
• 10:10
  If
• 10:10
  you
• 10:10
  can
• 10:10
  convince
• 10:11
  the
• 10:11
  person
• 10:11
  who
• 10:12
  cares
• 10:12
  the
• 10:12
  most,
• 10:13
  then
• 10:13
  everything
• 10:13
  becomes
• 10:14
  easier,
• 10:15
  and
• 10:15
  it's
• 10:15
  much
• 10:15
  more
• 10:15
  likely
• 10:16
  you're
• 10:16
  gonna
• 10:16
  get
• 10:16
  your
• 10:16
  product
• 10:16
  adopted.
• 10:17
  So
• 10:18
  let's
• 10:18
  go
• 10:18
  back
• 10:19
  to
• 10:19
  where
• 10:19
  we
• 10:19
  started.
• 10:20
  You
• 10:21
  show
• 10:21
  somebody
• 10:21
  your
• 10:21
  product.
• 10:22
  They
• 10:22
  tell
• 10:23
  you
• 10:23
  it's
• 10:23
  interesting.
• 10:24
  They
• 10:24
  tell
• 10:24
  you
• 10:24
  it's
• 10:24
  clever.
• 10:25
  They
• 10:25
  tell
• 10:25
  you
• 10:25
  they
• 10:25
  can
• 10:26
  see
• 10:26
  The
• 10:26
  benefit,
• 10:27
  and
• 10:27
  you're
• 10:27
  getting
• 10:27
  very
• 10:27
  excited,
• 10:28
  but
• 10:28
  then
• 10:28
  nothing
• 10:29
  happens.
• 10:29
  The
• 10:29
  problem,
• 10:30
  as
• 10:30
  I've
• 10:30
  said,
• 10:31
  often
• 10:31
  isn't
• 10:32
  your
• 10:32
  product.
• 10:32
  The
• 10:32
  problem
• 10:33
  is
• 10:33
  that
• 10:33
  you've
• 10:33
  only
• 10:33
  found
• 10:34
  a
• 10:34
  problem,
• 10:34
  but
• 10:34
  you've
• 10:35
  not
• 10:35
  found
• 10:35
  or
• 10:36
  identified
• 10:36
  a
• 10:37
  priority,
• 10:37
  and
• 10:38
  there's
• 10:38
  a
• 10:38
  huge
• 10:38
  difference,
• 10:38
  and
• 10:39
  I'm
• 10:39
  hoping
• 10:39
  that
• 10:39
  in
• 10:39
  this
• 10:39
  episode
• 10:40
  you
• 10:40
  can
• 10:40
  clearly
• 10:41
  see
• 10:41
  the
• 10:41
  difference
• 10:42
  because
• 10:42
  priorities
• 10:43
  get
• 10:43
  attention,
• 10:44
  priorities
• 10:45
  get
• 10:45
  budget,
• 10:45
  priorities
• 10:46
  get
• 10:46
  resources,
• 10:47
  but
• 10:47
  problems
• 10:48
  often
• 10:49
  do
• 10:49
  not.
• 10:49
  So
• 10:49
  before
• 10:50
  you
• 10:50
  spend
• 10:50
  any
• 10:51
  more
• 10:51
  money
• 10:51
  on
• 10:51
  developing
• 10:52
  the
• 10:52
  product
• 10:52
  further
• 10:52
  because
• 10:53
  someone's
• 10:53
  given
• 10:53
  you
• 10:53
  some
• 10:53
  feedback,
• 10:54
  before
• 10:54
  you
• 10:55
  spend
• 10:55
  any
• 10:56
  more
• 10:56
  money
• 10:56
  on
• 10:56
  marketing,
• 10:57
  before
• 10:57
  you
• 10:57
  recruit
• 10:58
  another
• 10:58
  distributor,
• 10:59
  before
• 10:59
  you
• 11:00
  attend
• 11:00
  another
• 11:00
  trade
• 11:01
  show,
• 11:01
  ask
• 11:02
  yourself
• 11:02
  one
• 11:03
  simple
• 11:03
  question:
• 11:04
  Are
• 11:05
  you
• 11:05
  solving
• 11:06
  a
• 11:06
  problem
• 11:07
  or
• 11:07
  are
• 11:08
  you
• 11:08
  solving
• 11:08
  a
• 11:08
  priority?
• 11:09
  Because
• 11:10
  as
• 11:10
  I
• 11:10
  said
• 11:10
  before,
• 11:11
  the
• 11:11
  companies
• 11:12
  that
• 11:12
  are
• 11:12
  gonna
• 11:12
  achieve
• 11:13
  adoption
• 11:14
  are
• 11:14
  not
• 11:14
  necessarily
• 11:15
  the
• 11:15
  ones
• 11:15
  with
• 11:15
  the
• 11:15
  best
• 11:15
  technology.
• 11:16
  They're
• 11:16
  the
• 11:17
  ones
• 11:18
  solving
• 11:18
  problems
• 11:18
  that
• 11:19
  customers
• 11:19
  cannot
• 11:20
  afford
• 11:21
  to
• 11:21
  ignore
• 11:22
  Hakeem: And
• 11:22
  Hakeem: if
• 11:22
  Hakeem: you're
• 11:22
  Hakeem: building
• 11:23
  Hakeem: a
• 11:23
  Hakeem: MedTech
• 11:24
  Hakeem: business
• 11:25
  Hakeem: and
• 11:25
  Hakeem: you're
• 11:25
  Hakeem: not
• 11:25
  Hakeem: sure
• 11:25
  Hakeem: whether
• 11:26
  Hakeem: your
• 11:26
  Hakeem: next
• 11:26
  Hakeem: move
• 11:26
  Hakeem: should
• 11:26
  Hakeem: be
• 11:27
  Hakeem: around
• 11:27
  Hakeem: evidence,
• 11:28
  Hakeem: market
• 11:28
  Hakeem: access,
• 11:28
  Hakeem: commercialization,
• 11:29
  Hakeem: distributor
• 11:30
  Hakeem: strategy.
• 11:30
  Hakeem: Or
• 11:31
  Hakeem: adoption.
• 11:31
  Hakeem: Do
• 11:32
  Hakeem: not
• 11:32
  Hakeem: guess.
• 11:33
  Hakeem: Book
• 11:33
  Hakeem: a
• 11:33
  Hakeem: healthcare
• 11:34
  Hakeem: export
• 11:34
  Hakeem: accelerator
• 11:35
  Hakeem: diagnostic
• 11:35
  Hakeem: Call
• 11:35
  Hakeem: with
• 11:36
  Hakeem: me.
• 11:36
  Hakeem: Use
• 11:37
  Hakeem: my
• 11:37
  Hakeem: link
• 11:37
  Hakeem: in
• 11:37
  Hakeem: the
• 11:37
  Hakeem: show
• 11:38
  Hakeem: notes.
• 11:38
  Hakeem: And
• 11:38
  Hakeem: in
• 11:39
  Hakeem: that
• 11:39
  Hakeem: session
• 11:39
  Hakeem: I'll
• 11:40
  Hakeem: help
• 11:40
  Hakeem: you
• 11:40
  Hakeem: identify
• 11:41
  Hakeem: the
• 11:41
  Hakeem: specific
• 11:41
  Hakeem: constraints
• 11:42
  Hakeem: blocking
• 11:43
  Hakeem: your
• 11:43
  Hakeem: momentum
• 11:44
  Hakeem: and
• 11:44
  Hakeem: the
• 11:44
  Hakeem: commercial
• 11:45
  Hakeem: move
• 11:45
  Hakeem: most
• 11:46
  Hakeem: likely
• 11:46
  Hakeem: to
• 11:46
  Hakeem: unlock
• 11:47
  Hakeem: your
• 11:47
  Hakeem: progress.
• 11:48
  Hakeem: Thanks
• 11:48
  Hakeem: for
• 11:48
  Hakeem: tuning
• 11:48
  Hakeem: in.
• 11:49
  Hakeem: Until
• 11:49
  Hakeem: next
• 11:49
  Hakeem: time,
• 11:50
  Hakeem: thanks
• 11:50
  Hakeem: for
• 11:50
  Hakeem: listening.
• 11:51
  Hakeem: Keep
• 11:51
  Hakeem: challenging
• 11:52
  Hakeem: your
• 11:52
  Hakeem: assumptions
• 11:53
  Hakeem: and
• 11:53
  Hakeem: keep
• 11:53
  Hakeem: growing.