Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #175 | The 4 Ps Clinicians Must Fix Before Your Medical Device Will Scale

Transcript

#175 | The 4 Ps Clinicians Must Fix Before Your Medical Device Will Scale · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  In
• 0:00
  this
• 0:00
  episode,
• 0:01
  you're
• 0:01
  gonna
• 0:01
  learn
• 0:02
  the
• 0:02
  four
• 0:02
  Ps
• 0:03
  that
• 0:03
  determine
• 0:04
  whether
• 0:04
  your
• 0:04
  med
• 0:04
  tech
• 0:05
  actually
• 0:05
  gets
• 0:06
  adopted
• 0:06
  and
• 0:06
  not
• 0:07
  just
• 0:07
  admired
• 0:08
  if
• 0:08
  you've
• 0:09
  got
• 0:09
  regulatory
• 0:09
  approval
• 0:10
  but
• 0:10
  no
• 0:10
  traction.
• 0:11
  This
• 0:11
  will
• 0:11
  show
• 0:12
  you
• 0:12
  exactly
• 0:12
  where
• 0:13
  your
• 0:13
  launch
• 0:13
  is
• 0:13
  breaking
• 0:14
  down.
• 0:15
  Welcome
• 0:16
  to
• 0:16
  Clinician
• 0:16
  to
• 0:16
  CEO,
• 0:17
  the
• 0:18
  podcast
• 0:18
  helping
• 0:19
  clinicians
• 0:19
  simplify
• 0:20
  your
• 0:20
  go-to-market
• 0:21
  strategy
• 0:21
  so
• 0:22
  that
• 0:22
  you
• 0:22
  can
• 0:22
  stop
• 0:22
  guessing
• 0:23
  and
• 0:23
  turn
• 0:24
  your
• 0:24
  working
• 0:24
  prototypes
• 0:25
  into
• 0:25
  international
• 0:26
  MedTech
• 0:26
  businesses.
• 0:27
  I'm
• 0:28
  your
• 0:28
  host,
• 0:28
  Hakeem
• 0:29
  Aade.
• 0:29
  Let's
• 0:30
  get
• 0:30
  started.
• 0:31
  Now,
• 0:31
  the
• 0:31
  reason
• 0:32
  for
• 0:32
  this
• 0:32
  episode
• 0:33
  is
• 0:33
  simple.
• 0:34
  I
• 0:34
  keep
• 0:34
  seeing
• 0:35
  technically
• 0:35
  strong
• 0:36
  MedTech
• 0:37
  products
• 0:37
  stall
• 0:38
  after
• 0:38
  launch.
• 0:39
  Not
• 0:39
  because
• 0:39
  the
• 0:39
  device
• 0:40
  is
• 0:40
  poor,
• 0:40
  but
• 0:41
  because
• 0:41
  something
• 0:41
  critical
• 0:42
  in
• 0:42
  the
• 0:42
  launch
• 0:43
  was
• 0:43
  weak
• 0:44
  and
• 0:44
  when
• 0:44
  that
• 0:44
  happens,
• 0:45
  going
• 0:46
  deeper
• 0:46
  in
• 0:46
  tactics
• 0:47
  doesn't
• 0:47
  fix
• 0:48
  it.
• 0:48
  You
• 0:48
  need
• 0:48
  to
• 0:48
  step
• 0:49
  back
• 0:49
  and
• 0:49
  ask
• 0:50
  what's
• 0:50
  actually
• 0:51
  structurally
• 0:51
  wrong
• 0:51
  here?
• 0:52
  So
• 0:52
  today
• 0:53
  is
• 0:53
  it
• 0:53
  a
• 0:53
  deep
• 0:53
  dive
• 0:54
  into
• 0:54
  case
• 0:55
  studies
• 0:55
  or
• 0:55
  war
• 0:55
  stories?
• 0:56
  It
• 0:56
  is
• 0:56
  the
• 0:56
  core
• 0:57
  structure,
• 0:57
  the
• 0:58
  four
• 0:58
  Ps
• 0:59
  that
• 0:59
  tell
• 0:59
  you
• 0:59
  very
• 1:00
  quickly
• 1:00
  where
• 1:01
  your
• 1:01
  launch
• 1:01
  is
• 1:01
  exposed.,
• 1:02
  And
• 1:02
  we'll
• 1:03
  go
• 1:03
  deeper
• 1:03
  into
• 1:03
  each
• 1:04
  one
• 1:04
  in
• 1:04
  later
• 1:05
  episodes.
• 1:06
  But
• 1:06
  first,
• 1:07
  you
• 1:07
  need
• 1:07
  to
• 1:07
  know
• 1:08
  where
• 1:08
  the
• 1:08
  cracks
• 1:09
  actually
• 1:09
  are
• 1:09
  and
• 1:09
  the
• 1:09
  four
• 1:10
  Ps
• 1:10
  of
• 1:10
  the
• 1:10
  MedTech
• 1:11
  product
• 1:11
  launch
• 1:11
  are
• 1:12
  not
• 1:13
  textbook
• 1:13
  marketing
• 1:14
  jargon.
• 1:15
  This
• 1:15
  is
• 1:15
  the
• 1:15
  real
• 1:16
  world
• 1:16
  version,
• 1:17
  born
• 1:17
  out
• 1:18
  of
• 1:18
  experience.
• 1:19
  So
• 1:19
  what
• 1:19
  are
• 1:19
  the
• 1:19
  four
• 1:20
  Ps?
• 1:20
  Number
• 1:20
  one,
• 1:21
  product
• 1:22
  number
• 1:22
  two,
• 1:22
  proof.
• 1:23
  Number
• 1:23
  three,
• 1:24
  pathway
• 1:25
  number
• 1:25
  four.
• 1:26
  People
• 1:27
  miss
• 1:27
  one
• 1:28
  and
• 1:28
  you
• 1:28
  stall.
• 1:29
  So
• 1:30
  let's
• 1:30
  get
• 1:30
  into
• 1:30
  it
• 1:30
  and
• 1:30
  break
• 1:31
  it
• 1:31
  down.
• 1:31
  So
• 1:32
  number
• 1:32
  one
• 1:32
  product,
• 1:33
  is
• 1:34
  it
• 1:34
  actually
• 1:34
  commercially
• 1:35
  relevant
• 1:35
  now?
• 1:36
  Most
• 1:36
  founders
• 1:37
  obsess
• 1:37
  over
• 1:38
  the
• 1:38
  product.
• 1:39
  And
• 1:39
  rightly
• 1:39
  so.
• 1:40
  They
• 1:40
  look
• 1:40
  at
• 1:40
  the
• 1:40
  cace
• 1:40
  mark,
• 1:41
  they
• 1:41
  look
• 1:41
  at
• 1:41
  FDA
• 1:42
  clearance,
• 1:42
  they
• 1:42
  look
• 1:42
  at
• 1:42
  engineering
• 1:43
  perfection.
• 1:44
  But
• 1:44
  here's
• 1:45
  the
• 1:45
  uncomfortable
• 1:46
  truth.
• 1:46
  Regulatory
• 1:47
  approval.
• 1:48
  And
• 1:48
  engineering
• 1:48
  perfection
• 1:49
  does
• 1:50
  not
• 1:50
  equal
• 1:51
  commercial
• 1:51
  redness
• 1:52
  or
• 1:52
  commercial
• 1:52
  success.
• 1:53
  So
• 1:53
  I
• 1:53
  want
• 1:53
  you
• 1:53
  to
• 1:53
  ask
• 1:54
  yourself,
• 1:55
  if
• 1:55
  the
• 1:55
  product
• 1:55
  easy
• 1:56
  to
• 1:56
  explain
• 1:56
  in
• 1:56
  30
• 1:56
  seconds?
• 1:57
  Does
• 1:58
  it
• 1:58
  fit
• 1:59
  into
• 1:59
  existing
• 1:59
  workflows?
• 2:01
  Does
• 2:01
  it
• 2:01
  require
• 2:02
  behavior
• 2:02
  change
• 2:03
  or
• 2:03
  not?,
• 2:04
  And
• 2:04
  is
• 2:05
  pricing
• 2:05
  aligned
• 2:06
  with
• 2:06
  the
• 2:06
  perceived
• 2:07
  value
• 2:08
  of
• 2:08
  the
• 2:08
  customers,
• 2:09
  not
• 2:09
  what
• 2:09
  you
• 2:09
  think
• 2:10
  it's
• 2:10
  worth,
• 2:10
  but
• 2:10
  what
• 2:11
  the
• 2:11
  customers
• 2:12
  think
• 2:12
  it's
• 2:12
  worth.
• 2:13
  Now,
• 2:13
  if
• 2:13
  the
• 2:14
  answer.
• 2:14
  To
• 2:15
  those
• 2:15
  questions
• 2:16
  means
• 2:16
  that
• 2:17
  friction
• 2:17
  gets
• 2:17
  introduced
• 2:18
  into
• 2:18
  the
• 2:18
  system,
• 2:19
  then
• 2:19
  that's
• 2:20
  the
• 2:20
  problem.
• 2:20
  It's
• 2:21
  not
• 2:21
  the
• 2:21
  product.
• 2:21
  For
• 2:22
  example,
• 2:22
  if
• 2:22
  a
• 2:22
  nurse
• 2:23
  has
• 2:23
  to
• 2:23
  change
• 2:23
  routine,
• 2:24
  you
• 2:24
  have
• 2:24
  friction.
• 2:25
  If
• 2:25
  you're
• 2:25
  selling
• 2:26
  the
• 2:26
  products
• 2:26
  for
• 2:27
  50
• 2:27
  pounds
• 2:28
  and
• 2:28
  every
• 2:28
  customer
• 2:28
  is
• 2:29
  feeding
• 2:29
  back
• 2:29
  that
• 2:29
  the
• 2:29
  value
• 2:30
  of
• 2:30
  the
• 2:30
  products
• 2:30
  is
• 2:30
  15
• 2:31
  pounds
• 2:31
  based
• 2:32
  on
• 2:32
  workflow
• 2:32
  improvements
• 2:33
  versus
• 2:33
  what
• 2:34
  they
• 2:34
  currently
• 2:34
  use,
• 2:35
  then
• 2:35
  you
• 2:35
  have
• 2:35
  friction.
• 2:36
  And
• 2:36
  if
• 2:36
  the
• 2:36
  people
• 2:37
  don't
• 2:37
  understand
• 2:37
  the
• 2:37
  benefit
• 2:38
  to
• 2:38
  them,
• 2:38
  and
• 2:38
  under
• 2:38
  30
• 2:39
  seconds
• 2:39
  you
• 2:39
  have
• 2:40
  friction
• 2:40
  and
• 2:40
  friction
• 2:41
  kills
• 2:41
  adoption.
• 2:42
  So
• 2:42
  if
• 2:42
  the
• 2:42
  product
• 2:43
  doesn't
• 2:43
  tick
• 2:43
  those
• 2:43
  boxes,
• 2:44
  don't
• 2:44
  launch
• 2:45
  until
• 2:46
  it
• 2:46
  does.
• 2:47
  And
• 2:47
  then
• 2:48
  when
• 2:48
  it
• 2:48
  does
• 2:48
  move
• 2:49
  on
• 2:49
  to
• 2:49
  the
• 2:49
  second
• 2:49
  p.
• 2:50
  Proof.
• 2:51
  Where
• 2:51
  is
• 2:51
  the
• 2:51
  commercial
• 2:52
  evidence?
• 2:53
  Now
• 2:53
  you
• 2:54
  telling
• 2:54
  everyone
• 2:54
  that
• 2:54
  the
• 2:55
  product
• 2:55
  is
• 2:55
  great
• 2:55
  and
• 2:55
  even
• 2:56
  clinicians.
• 2:57
  Saying
• 2:57
  they
• 2:57
  love
• 2:57
  it
• 2:57
  and
• 2:58
  telling
• 2:58
  you
• 2:58
  that
• 2:59
  they
• 2:59
  would
• 2:59
  love
• 2:59
  to
• 2:59
  use
• 2:59
  it,
• 3:00
  that's
• 3:00
  not
• 3:00
  proof,
• 3:01
  nor
• 3:02
  even
• 3:02
  is
• 3:03
  two
• 3:03
  pilots
• 3:03
  with
• 3:03
  good
• 3:04
  feedback.
• 3:04
  What
• 3:05
  proof
• 3:05
  means
• 3:06
  in
• 3:06
  this
• 3:06
  context
• 3:07
  is
• 3:07
  measurable
• 3:08
  outcome
• 3:09
  improvements.
• 3:11
  Cost
• 3:11
  saving
• 3:12
  or
• 3:12
  efficiency
• 3:13
  gains,
• 3:14
  risk
• 3:14
  reduction,
• 3:15
  published
• 3:16
  or
• 3:16
  defensible
• 3:16
  data.
• 3:17
  This
• 3:18
  is
• 3:18
  what
• 3:18
  proof
• 3:18
  means
• 3:19
  in
• 3:19
  this
• 3:19
  context,
• 3:20
  because
• 3:20
  if
• 3:20
  you
• 3:20
  can't
• 3:21
  quantify
• 3:21
  impact,
• 3:22
  procurement
• 3:23
  won't
• 3:23
  care,
• 3:24
  in
• 3:24
  the
• 3:24
  uk,
• 3:25
  bodies
• 3:25
  like
• 3:25
  NHS
• 3:26
  England
• 3:26
  and
• 3:26
  NICE
• 3:27
  are
• 3:27
  expecting
• 3:27
  economic
• 3:28
  justification,
• 3:29
  not
• 3:29
  just
• 3:29
  clinical
• 3:30
  enthusiasm.
• 3:30
  In
• 3:31
  the
• 3:31
  US
• 3:31
  you
• 3:32
  need
• 3:32
  to
• 3:32
  understand
• 3:32
  who
• 3:33
  gets
• 3:33
  paid
• 3:33
  and
• 3:33
  how
• 3:34
  if
• 3:34
  your
• 3:34
  product
• 3:35
  needs
• 3:35
  new
• 3:36
  reimbursement
• 3:36
  and
• 3:37
  CMS
• 3:37
  coding
• 3:37
  isn't
• 3:38
  clear,
• 3:38
  your
• 3:38
  climbing
• 3:39
  uphill,
• 3:39
  but
• 3:39
  if
• 3:39
  you
• 3:40
  can
• 3:40
  prove
• 3:40
  margin
• 3:41
  protection
• 3:41
  or
• 3:41
  cost
• 3:42
  reduction
• 3:42
  inside
• 3:42
  existing
• 3:43
  payment
• 3:43
  models,
• 3:44
  reimbursement
• 3:44
  isn't
• 3:45
  the
• 3:45
  barrier.
• 3:46
  Economics
• 3:46
  is.
• 3:47
  proof,
• 3:47
  turns,
• 3:47
  curiosity
• 3:48
  into
• 3:49
  people
• 3:49
  actually
• 3:49
  making
• 3:50
  budget
• 3:51
  available
• 3:51
  for
• 3:51
  your
• 3:52
  products
• 3:52
  without
• 3:52
  proof.
• 3:53
  You
• 3:53
  may
• 3:53
  be
• 3:54
  interesting,
• 3:55
  but
• 3:55
  you're
• 3:55
  not
• 3:55
  gonna
• 3:55
  get
• 3:55
  adopted.
• 3:56
  So
• 3:56
  let's
• 3:57
  say
• 3:57
  that
• 3:57
  you've
• 3:57
  now
• 3:57
  got
• 3:58
  the
• 3:58
  right
• 3:58
  product.
• 3:59
  And
• 3:59
  you've
• 3:59
  got
• 3:59
  proof
• 4:00
  that
• 4:00
  the
• 4:00
  product
• 4:01
  is
• 4:01
  going
• 4:01
  to
• 4:01
  improve
• 4:02
  something
• 4:02
  significantly
• 4:03
  in
• 4:04
  that
• 4:04
  facility.
• 4:04
  So
• 4:05
  let's
• 4:05
  say
• 4:05
  that
• 4:05
  your
• 4:06
  product
• 4:06
  is
• 4:06
  now
• 4:06
  commercially
• 4:07
  ready
• 4:07
  and
• 4:08
  that
• 4:08
  you've
• 4:08
  got
• 4:08
  the
• 4:08
  right
• 4:09
  proof
• 4:09
  to
• 4:09
  present
• 4:10
  to
• 4:10
  the
• 4:10
  facility.
• 4:11
  You
• 4:11
  now
• 4:11
  need
• 4:12
  to
• 4:12
  move
• 4:12
  on
• 4:12
  to
• 4:12
  the
• 4:12
  third
• 4:13
  P
• 4:13
  and
• 4:14
  that
• 4:14
  pathway.
• 4:15
  How
• 4:15
  does
• 4:15
  the
• 4:16
  hospital
• 4:16
  or
• 4:16
  customer
• 4:17
  actually
• 4:18
  buy
• 4:18
  this?
• 4:19
  So
• 4:19
  this
• 4:19
  is
• 4:19
  where
• 4:20
  lots
• 4:20
  of
• 4:20
  companies
• 4:21
  with
• 4:21
  technically
• 4:22
  strong
• 4:22
  products
• 4:23
  die
• 4:24
  because
• 4:24
  they
• 4:24
  think
• 4:25
  if
• 4:25
  the
• 4:25
  clinician
• 4:25
  wants
• 4:26
  it,
• 4:26
  then
• 4:26
  it's
• 4:26
  gonna
• 4:26
  happen.
• 4:27
  No,
• 4:28
  I'm
• 4:28
  afraid
• 4:28
  to
• 4:28
  tell
• 4:29
  you
• 4:29
  no.
• 4:30
  Hospitals
• 4:30
  buy
• 4:31
  through
• 4:31
  processes.
• 4:32
  They
• 4:32
  don't
• 4:33
  buy
• 4:33
  through
• 4:33
  passion
• 4:34
  and
• 4:34
  enthusiasm.
• 4:35
  You
• 4:35
  need
• 4:35
  to
• 4:35
  understand
• 4:36
  simple
• 4:37
  things
• 4:37
  like
• 4:37
  who
• 4:37
  is
• 4:38
  the
• 4:38
  economic
• 4:38
  buyer?
• 4:39
  Is
• 4:39
  this
• 4:39
  attended
• 4:40
  category?
• 4:40
  Does
• 4:41
  it
• 4:41
  go
• 4:41
  through
• 4:41
  a
• 4:41
  value
• 4:42
  analysis
• 4:42
  committee?
• 4:43
  When
• 4:43
  it
• 4:43
  goes
• 4:43
  through
• 4:44
  a
• 4:44
  value
• 4:44
  analysis
• 4:45
  committee,
• 4:45
  what's
• 4:46
  the
• 4:46
  structure?
• 4:47
  Is
• 4:48
  it
• 4:48
  a
• 4:48
  capital
• 4:48
  or
• 4:49
  consumable
• 4:49
  budget?
• 4:50
  Does
• 4:51
  it
• 4:51
  require
• 4:51
  coding
• 4:52
  changes?
• 4:52
  Because
• 4:53
  if
• 4:53
  you
• 4:53
  don't
• 4:53
  understand
• 4:54
  the
• 4:54
  root,
• 4:55
  you're
• 4:55
  gonna
• 4:55
  waste
• 4:55
  months
• 4:56
  pushing
• 4:56
  in
• 4:57
  the
• 4:57
  wrong
• 4:57
  direction.
• 4:58
  And
• 4:58
  here's
• 4:58
  the
• 4:58
  thing,
• 4:59
  actually,
• 5:00
  even
• 5:00
  if
• 5:00
  you
• 5:00
  understand
• 5:01
  the
• 5:01
  process.
• 5:02
  Processes
• 5:03
  are
• 5:03
  not
• 5:04
  the
• 5:04
  things
• 5:04
  that
• 5:04
  make
• 5:04
  decisions
• 5:05
  people
• 5:06
  do,
• 5:06
  and
• 5:06
  that
• 5:06
  takes
• 5:07
  us
• 5:07
  onto
• 5:07
  to
• 5:07
  a
• 5:07
  fourth
• 5:07
  P,
• 5:08
  which
• 5:08
  is
• 5:08
  people
• 5:09
  who
• 5:09
  is
• 5:09
  actually
• 5:10
  pushing
• 5:10
  this
• 5:11
  forward?
• 5:11
  And
• 5:12
  this
• 5:12
  is
• 5:12
  where
• 5:12
  decision
• 5:12
  making
• 5:13
  unit
• 5:13
  mapping
• 5:14
  comes
• 5:14
  into
• 5:14
  play.
• 5:15
  And
• 5:15
  I
• 5:15
  actually
• 5:16
  could
• 5:16
  happily
• 5:16
  do
• 5:17
  a
• 5:17
  whole
• 5:17
  episode
• 5:18
  on
• 5:18
  this
• 5:18
  on
• 5:19
  its
• 5:19
  own,
• 5:19
  and
• 5:19
  I
• 5:19
  will
• 5:19
  do,
• 5:20
  actually,
• 5:20
  now
• 5:20
  I'm
• 5:21
  thinking
• 5:21
  about
• 5:21
  it.
• 5:22
  So
• 5:22
  let's
• 5:22
  start
• 5:22
  externally
• 5:23
  first.
• 5:24
  IE
• 5:24
  the
• 5:25
  hospital
• 5:26
  or
• 5:26
  the
• 5:26
  facility
• 5:27
  that
• 5:27
  you're
• 5:27
  trying
• 5:28
  to
• 5:28
  get
• 5:28
  into.
• 5:29
  So
• 5:29
  what
• 5:29
  we
• 5:30
  need
• 5:30
  to
• 5:30
  know
• 5:30
  is
• 5:31
  what
• 5:31
  is
• 5:31
  the
• 5:31
  decision
• 5:32
  making
• 5:32
  unit
• 5:33
  in
• 5:33
  that
• 5:34
  facility?
• 5:35
  Do
• 5:35
  you
• 5:35
  know
• 5:36
  who
• 5:36
  is
• 5:37
  involved
• 5:37
  in
• 5:37
  making
• 5:38
  decisions
• 5:38
  and
• 5:39
  what
• 5:39
  basis
• 5:40
  they
• 5:40
  make
• 5:40
  those
• 5:40
  decisions
• 5:41
  on
• 5:41
  IE
• 5:41
  are
• 5:42
  they
• 5:42
  a
• 5:42
  user?
• 5:43
  And
• 5:43
  they're
• 5:43
  making
• 5:43
  through,
• 5:44
  the
• 5:44
  lens
• 5:44
  of
• 5:45
  actually
• 5:45
  usability
• 5:46
  of
• 5:46
  that
• 5:46
  product.
• 5:47
  Are
• 5:47
  they
• 5:47
  an
• 5:47
  expert
• 5:48
  in
• 5:48
  our
• 5:48
  case,
• 5:48
  generally
• 5:49
  clinical?
• 5:49
  Are
• 5:49
  they
• 5:49
  making
• 5:50
  it
• 5:50
  through
• 5:50
  clinical
• 5:50
  ground?
• 5:51
  In
• 5:51
  terms
• 5:51
  of
• 5:52
  their
• 5:52
  decision
• 5:53
  making
• 5:53
  or
• 5:53
  are
• 5:53
  they
• 5:53
  an
• 5:53
  economic,
• 5:54
  decision
• 5:55
  maker?
• 5:55
  So
• 5:55
  they're
• 5:55
  just
• 5:55
  thinking
• 5:56
  purely
• 5:56
  about
• 5:56
  the
• 5:57
  cost,
• 5:57
  maybe
• 5:57
  the
• 5:58
  cost
• 5:58
  of
• 5:58
  the
• 5:58
  actual
• 5:58
  unit
• 5:59
  and
• 5:59
  also
• 5:59
  the
• 5:59
  cost
• 6:00
  in
• 6:00
  the
• 6:00
  long
• 6:01
  term.
• 6:01
  And
• 6:02
  then
• 6:02
  what's
• 6:03
  the
• 6:03
  influence
• 6:04
  within
• 6:05
  that
• 6:05
  decision
• 6:05
  making
• 6:05
  unit?
• 6:06
  Who
• 6:06
  influences
• 6:07
  who?
• 6:07
  'cause
• 6:07
  you
• 6:07
  might
• 6:07
  not
• 6:08
  always
• 6:08
  be
• 6:08
  able
• 6:08
  to
• 6:08
  get
• 6:09
  to
• 6:10
  the,
• 6:10
  person
• 6:10
  who's
• 6:11
  gonna
• 6:11
  make
• 6:11
  the
• 6:11
  decision,
• 6:11
  but
• 6:12
  you
• 6:12
  might
• 6:12
  be
• 6:12
  able
• 6:12
  to
• 6:12
  get
• 6:12
  to
• 6:12
  the
• 6:12
  person
• 6:13
  who's
• 6:13
  gonna
• 6:13
  influence.
• 6:14
  That
• 6:14
  person.
• 6:15
  Then
• 6:15
  you
• 6:15
  want
• 6:15
  to
• 6:16
  know,
• 6:16
  do
• 6:16
  you
• 6:16
  have
• 6:16
  a
• 6:16
  champion
• 6:17
  inside
• 6:18
  the
• 6:18
  decision
• 6:18
  making
• 6:18
  unit?
• 6:19
  Or
• 6:20
  on
• 6:20
  the
• 6:20
  converse,
• 6:21
  do
• 6:21
  you
• 6:21
  have
• 6:21
  a
• 6:21
  detractor
• 6:22
  in
• 6:22
  there?
• 6:22
  And
• 6:22
  then
• 6:22
  there's
• 6:22
  a
• 6:22
  massive
• 6:23
  range
• 6:23
  of
• 6:23
  people
• 6:24
  between
• 6:24
  being
• 6:24
  a
• 6:25
  champion
• 6:26
  and
• 6:26
  being
• 6:26
  a
• 6:26
  detractor.
• 6:27
  So
• 6:27
  you
• 6:28
  need
• 6:28
  to
• 6:28
  understand
• 6:28
  all
• 6:29
  those
• 6:29
  things.
• 6:29
  And
• 6:29
  then
• 6:29
  lastly,
• 6:30
  critically,
• 6:31
  who
• 6:32
  is
• 6:32
  the
• 6:32
  ultimate
• 6:32
  decision
• 6:33
  maker?
• 6:33
  Because
• 6:34
  I
• 6:34
  know
• 6:34
  a
• 6:34
  lot
• 6:34
  of
• 6:34
  people
• 6:35
  will
• 6:35
  say,
• 6:35
  oh,
• 6:35
  it's
• 6:35
  a
• 6:35
  committed
• 6:36
  decision,
• 6:36
  but
• 6:36
  there's
• 6:37
  always
• 6:37
  one
• 6:38
  person
• 6:38
  in
• 6:38
  that
• 6:38
  decision
• 6:39
  making
• 6:39
  unit
• 6:40
  who,
• 6:40
  if
• 6:40
  they
• 6:40
  veto
• 6:41
  it,
• 6:42
  it
• 6:42
  doesn't
• 6:42
  happen.
• 6:42
  And
• 6:43
  if
• 6:43
  they
• 6:43
  sign
• 6:43
  it
• 6:43
  off,
• 6:44
  it
• 6:44
  happens.
• 6:45
  So
• 6:45
  we
• 6:46
  need
• 6:46
  to
• 6:46
  understand
• 6:47
  all
• 6:47
  these
• 6:47
  things.
• 6:48
  It's
• 6:48
  not
• 6:48
  just
• 6:48
  about
• 6:49
  finding
• 6:49
  one
• 6:49
  person
• 6:50
  who
• 6:50
  likes
• 6:50
  the
• 6:50
  product
• 6:50
  in
• 6:51
  the
• 6:51
  facility
• 6:51
  and
• 6:52
  thinking
• 6:52
  that
• 6:52
  it's
• 6:52
  gonna
• 6:52
  go
• 6:53
  through.
• 6:53
  I'm
• 6:53
  telling
• 6:53
  you
• 6:54
  it
• 6:54
  won't.
• 6:54
  I've
• 6:55
  seen
• 6:55
  it
• 6:55
  store
• 6:55
  millions
• 6:56
  of
• 6:56
  times.
• 6:57
  So
• 6:57
  if
• 6:58
  you're
• 6:58
  talking
• 6:58
  to
• 6:59
  the
• 6:59
  wrong
• 6:59
  people
• 7:00
  about
• 7:00
  the
• 7:00
  wrong
• 7:01
  things.
• 7:01
  Or
• 7:02
  not
• 7:02
  enough
• 7:02
  of
• 7:02
  the
• 7:02
  right
• 7:03
  people,
• 7:03
  then
• 7:03
  your
• 7:04
  launch
• 7:04
  is
• 7:05
  definitely
• 7:05
  going
• 7:06
  to
• 7:06
  stall.
• 7:07
  So
• 7:07
  that's
• 7:07
  a
• 7:07
  quick
• 7:07
  look
• 7:08
  at,
• 7:08
  at
• 7:08
  the
• 7:08
  external
• 7:09
  people,
• 7:10
  and
• 7:10
  I
• 7:10
  genuinely
• 7:10
  want
• 7:11
  you
• 7:11
  to
• 7:11
  ask
• 7:11
  yourself,
• 7:12
  do
• 7:13
  you
• 7:13
  know
• 7:13
  the
• 7:13
  things
• 7:14
  that
• 7:14
  I've
• 7:14
  just
• 7:14
  outlined
• 7:15
  there
• 7:15
  in
• 7:15
  terms
• 7:16
  of,
• 7:16
  who's
• 7:16
  involved
• 7:17
  in
• 7:17
  the
• 7:17
  decisions?
• 7:18
  What
• 7:19
  are
• 7:19
  they
• 7:19
  making
• 7:19
  their
• 7:19
  decisions
• 7:20
  on?
• 7:20
  What's
• 7:21
  the
• 7:21
  influence
• 7:21
  between
• 7:22
  the
• 7:22
  individuals?
• 7:23
  Where
• 7:23
  are
• 7:23
  the
• 7:23
  champions?
• 7:24
  Where
• 7:24
  are
• 7:24
  the
• 7:24
  detractors?
• 7:25
  And
• 7:25
  do
• 7:25
  you
• 7:26
  know
• 7:26
  who
• 7:26
  the
• 7:26
  critical
• 7:26
  decision
• 7:27
  maker
• 7:27
  is?
• 7:28
  Because
• 7:28
  if
• 7:28
  you
• 7:28
  don't,
• 7:29
  before
• 7:30
  you
• 7:30
  go
• 7:30
  any
• 7:30
  further,
• 7:31
  go
• 7:32
  and
• 7:32
  find
• 7:32
  those
• 7:32
  things
• 7:33
  out
• 7:33
  and
• 7:33
  it,
• 7:33
  it'll
• 7:33
  make
• 7:34
  your
• 7:35
  process
• 7:35
  much
• 7:36
  smoother
• 7:36
  and
• 7:36
  much
• 7:37
  more
• 7:37
  likely.
• 7:38
  And
• 7:38
  it'll
• 7:39
  mean
• 7:39
  that
• 7:39
  your
• 7:39
  product
• 7:40
  will
• 7:40
  then
• 7:40
  be
• 7:41
  much
• 7:41
  more
• 7:41
  likely
• 7:42
  to
• 7:42
  get
• 7:42
  adopted.
• 7:43
  So
• 7:44
  now
• 7:44
  let's
• 7:44
  take
• 7:45
  a
• 7:45
  look
• 7:45
  internally,
• 7:46
  and
• 7:46
  I
• 7:46
  include
• 7:47
  the
• 7:47
  distributors
• 7:48
  in
• 7:48
  this.
• 7:49
  Uh,
• 7:49
  they
• 7:49
  are
• 7:50
  your
• 7:50
  representative
• 7:52
  in
• 7:52
  whichever
• 7:53
  country
• 7:53
  that
• 7:53
  you're
• 7:53
  working
• 7:54
  in.
• 7:54
  So
• 7:54
  when
• 7:54
  I
• 7:54
  talk
• 7:55
  internally,
• 7:55
  then
• 7:56
  I'm
• 7:56
  talking
• 7:56
  specifically
• 7:57
  about
• 7:57
  the
• 7:57
  people
• 7:58
  who
• 7:58
  are
• 7:58
  gonna
• 7:58
  execute
• 7:59
  the
• 7:59
  launch
• 8:00
  of
• 8:00
  this
• 8:00
  product.
• 8:01
  So
• 8:01
  the
• 8:01
  question
• 8:01
  I
• 8:01
  want
• 8:02
  you
• 8:02
  to
• 8:03
  ask
• 8:03
  yourself
• 8:03
  here
• 8:04
  is,
• 8:04
  do
• 8:04
  you
• 8:04
  have
• 8:05
  a
• 8:05
  distributor
• 8:05
  who
• 8:06
  really
• 8:06
  understands
• 8:07
  the
• 8:07
  category
• 8:08
  that
• 8:08
  they're
• 8:08
  now
• 8:08
  selling
• 8:09
  into?
• 8:09
  Is
• 8:10
  your
• 8:10
  sales
• 8:11
  messaging
• 8:11
  aligned?
• 8:12
  Your
• 8:12
  sales
• 8:12
  messaging
• 8:13
  aligned
• 8:14
  with
• 8:14
  the,
• 8:14
  distributor
• 8:15
  and
• 8:15
  the
• 8:15
  distributor
• 8:15
  sales
• 8:16
  messaging?
• 8:16
  Then
• 8:17
  clear
• 8:18
  and
• 8:18
  concise
• 8:19
  to
• 8:19
  the
• 8:20
  end
• 8:20
  user.
• 8:21
  Are
• 8:21
  your
• 8:22
  incentives
• 8:22
  aligned?
• 8:23
  Are,
• 8:23
  are,
• 8:24
  are
• 8:24
  you
• 8:24
  gonna
• 8:24
  be
• 8:24
  at
• 8:24
  a
• 8:24
  motivate
• 8:25
  your
• 8:26
  distributor
• 8:27
  to
• 8:27
  do
• 8:28
  what's
• 8:28
  required?
• 8:28
  Because
• 8:29
  they're
• 8:29
  not
• 8:29
  gonna
• 8:29
  just
• 8:29
  be
• 8:29
  selling
• 8:29
  your
• 8:30
  products
• 8:30
  These
• 8:31
  questions
• 8:32
  are
• 8:32
  critical
• 8:33
  to
• 8:33
  be
• 8:33
  answered
• 8:34
  because
• 8:34
  a
• 8:34
  keen
• 8:34
  distributor
• 8:35
  doesn't
• 8:35
  actually
• 8:36
  mean
• 8:36
  anything.
• 8:36
  You
• 8:37
  need
• 8:37
  stock
• 8:37
  commitment.
• 8:38
  You
• 8:38
  need
• 8:38
  agreed
• 8:38
  targets.
• 8:39
  You
• 8:39
  need
• 8:40
  defined
• 8:41
  focus
• 8:41
  accounts.
• 8:42
  And
• 8:42
  you
• 8:42
  need
• 8:43
  a
• 8:43
  rhythm
• 8:44
  for
• 8:44
  structured
• 8:44
  review.
• 8:45
  IE
• 8:46
  is
• 8:46
  it
• 8:46
  gonna
• 8:46
  be
• 8:46
  once
• 8:47
  a
• 8:47
  month?
• 8:47
  Is
• 8:48
  it
• 8:48
  gonna
• 8:48
  be
• 8:48
  once
• 8:48
  a
• 8:48
  quarter?
• 8:49
  I
• 8:49
  would
• 8:49
  say
• 8:50
  no
• 8:50
  less
• 8:50
  than
• 8:50
  once
• 8:51
  a
• 8:51
  quarter
• 8:51
  with
• 8:51
  my
• 8:51
  recommendation
• 8:52
  and
• 8:53
  then
• 8:53
  obviously
• 8:54
  at
• 8:54
  the
• 8:54
  end
• 8:54
  of
• 8:54
  the
• 8:54
  year
• 8:55
  as
• 8:55
  well.
• 8:55
  Whatever
• 8:55
  that
• 8:56
  financial
• 8:56
  year
• 8:57
  is,
• 8:58
  that
• 8:58
  needs
• 8:58
  to
• 8:58
  be
• 8:58
  clear
• 8:59
  to
• 8:59
  both
• 8:59
  yourself
• 9:00
  and
• 9:01
  the
• 9:01
  distributor,
• 9:02
  And
• 9:02
  lastly,
• 9:03
  you
• 9:03
  need
• 9:03
  to
• 9:03
  make
• 9:03
  sure
• 9:04
  that
• 9:04
  the
• 9:04
  distributor
• 9:05
  also
• 9:06
  understands
• 9:06
  clearly
• 9:06
  the
• 9:06
  four
• 9:07
  Ps,
• 9:07
  so
• 9:07
  that
• 9:08
  actually
• 9:08
  you
• 9:08
  are
• 9:08
  completely
• 9:09
  aligned
• 9:10
  because
• 9:10
  i've
• 9:10
  seen
• 9:10
  companies
• 9:11
  enter
• 9:11
  five
• 9:12
  markets
• 9:12
  at
• 9:12
  once
• 9:12
  and
• 9:12
  store
• 9:13
  everywhere.
• 9:14
  I've
• 9:15
  sadly,
• 9:16
  I've
• 9:16
  seen
• 9:16
  companies
• 9:17
  enter
• 9:17
  five
• 9:17
  markets
• 9:17
  at
• 9:17
  once
• 9:18
  and
• 9:18
  they're
• 9:18
  getting
• 9:18
  very
• 9:18
  excited,
• 9:19
  but
• 9:19
  then
• 9:19
  they
• 9:19
  stall
• 9:20
  everywhere
• 9:21
  because
• 9:21
  nobody
• 9:22
  owned
• 9:22
  the
• 9:22
  execution.
• 9:23
  And
• 9:23
  that's
• 9:23
  because
• 9:24
  they
• 9:24
  didn't
• 9:24
  understand
• 9:24
  the
• 9:24
  four
• 9:25
  Ps.
• 9:26
  And
• 9:26
  the
• 9:26
  distributor
• 9:27
  has
• 9:28
  to
• 9:28
  be
• 9:28
  the
• 9:28
  one
• 9:28
  who
• 9:29
  owns
• 9:29
  that
• 9:30
  with
• 9:30
  your
• 9:30
  support.
• 9:31
  And
• 9:31
  hence,
• 9:32
  you
• 9:32
  both
• 9:32
  need
• 9:33
  to
• 9:33
  be
• 9:33
  aligned
• 9:33
  because
• 9:34
  people
• 9:34
  execute
• 9:35
  strategy,
• 9:36
  not
• 9:36
  just
• 9:36
  plans.
• 9:37
  So
• 9:38
  that's
• 9:38
  the
• 9:38
  four
• 9:38
  Ps.
• 9:39
  Product
• 9:40
  proof
• 9:41
  pathway
• 9:41
  and
• 9:42
  people.
• 9:42
  And
• 9:43
  the
• 9:43
  brutal
• 9:43
  reality
• 9:44
  is
• 9:44
  that
• 9:44
  you
• 9:44
  can
• 9:45
  survive
• 9:45
  weakness
• 9:46
  in
• 9:46
  one
• 9:46
  of
• 9:46
  those
• 9:47
  Ps.
• 9:48
  It's
• 9:48
  virtually
• 9:48
  impossible
• 9:49
  to
• 9:49
  survive.
• 9:50
  You
• 9:50
  can
• 9:50
  survive
• 9:51
  weakness
• 9:51
  in
• 9:51
  one
• 9:52
  of
• 9:52
  the
• 9:52
  peas
• 9:52
  for
• 9:53
  a
• 9:53
  while.
• 9:54
  So
• 9:54
  for
• 9:54
  example,
• 9:55
  you've
• 9:55
  got
• 9:55
  a
• 9:55
  strong
• 9:55
  product.
• 9:56
  Proof
• 9:57
  is
• 9:57
  solid.
• 9:57
  Pathway
• 9:58
  is
• 9:58
  clear,
• 9:59
  but
• 9:59
  people
• 9:59
  is
• 9:59
  weak.
• 10:00
  So
• 10:00
  for
• 10:00
  example,
• 10:01
  your
• 10:01
  distributor
• 10:01
  is
• 10:01
  passive
• 10:02
  and
• 10:02
  you
• 10:02
  don't
• 10:03
  have
• 10:03
  a
• 10:03
  strong
• 10:03
  champion
• 10:04
  inside
• 10:05
  the
• 10:05
  facility.
• 10:06
  What
• 10:06
  would
• 10:06
  happen
• 10:06
  in
• 10:06
  that
• 10:06
  case?
• 10:07
  You're
• 10:07
  not
• 10:07
  gonna
• 10:08
  collapse.
• 10:08
  You're
• 10:09
  just
• 10:09
  gonna
• 10:09
  move
• 10:09
  very
• 10:09
  slowly
• 10:10
  because
• 10:10
  deals
• 10:10
  are
• 10:10
  gonna
• 10:11
  drag.
• 10:11
  You
• 10:11
  follow
• 10:12
  up
• 10:12
  is
• 10:12
  gonna
• 10:12
  be
• 10:12
  inconsistent
• 10:13
  because
• 10:13
  your
• 10:13
  distributor's
• 10:14
  not
• 10:14
  that
• 10:14
  great.
• 10:15
  Your
• 10:15
  momentum
• 10:16
  then
• 10:16
  stalls.
• 10:17
  But
• 10:17
  if
• 10:18
  you
• 10:18
  fix
• 10:18
  the
• 10:18
  people
• 10:19
  section,
• 10:20
  growth
• 10:20
  is
• 10:20
  gonna
• 10:20
  unlock
• 10:21
  quite
• 10:21
  quickly.
• 10:22
  So,
• 10:22
  yes,
• 10:23
  you
• 10:23
  can
• 10:23
  survive
• 10:24
  one
• 10:24
  week.
• 10:24
  P
• 10:25
  you
• 10:25
  just
• 10:26
  don't
• 10:26
  move.
• 10:27
  Fast,
• 10:28
  but
• 10:28
  you
• 10:29
  cannot
• 10:29
  survive
• 10:30
  weakness
• 10:30
  in
• 10:30
  two
• 10:30
  dep.
• 10:31
  So
• 10:31
  imagine
• 10:32
  this
• 10:32
  scenario.
• 10:33
  Proof
• 10:33
  is
• 10:33
  weak.
• 10:34
  People
• 10:34
  is
• 10:34
  weak.
• 10:35
  Procurement
• 10:36
  therefore
• 10:36
  isn't
• 10:37
  convinced
• 10:37
  economically,
• 10:38
  and
• 10:38
  nobody
• 10:39
  inside
• 10:40
  the
• 10:40
  facility
• 10:40
  is
• 10:40
  championing
• 10:41
  that
• 10:41
  product.
• 10:42
  And
• 10:42
  remember,
• 10:43
  liking
• 10:43
  device
• 10:44
  is
• 10:44
  not
• 10:44
  the
• 10:44
  same
• 10:45
  as
• 10:45
  championing
• 10:46
  it.
• 10:46
  Clinicians
• 10:47
  can
• 10:47
  like
• 10:47
  it.
• 10:48
  That
• 10:48
  doesn't
• 10:48
  mean
• 10:49
  that
• 10:49
  they'll
• 10:49
  fight
• 10:49
  for
• 10:49
  budget
• 10:50
  for
• 10:50
  it.
• 10:50
  So
• 10:50
  you've
• 10:51
  got
• 10:51
  all
• 10:51
  that
• 10:51
  going
• 10:52
  on,
• 10:52
  but
• 10:52
  then
• 10:52
  your
• 10:52
  internal
• 10:53
  engine
• 10:53
  isn't
• 10:54
  forceful
• 10:54
  enough
• 10:55
  to
• 10:55
  compensate
• 10:56
  for
• 10:56
  those
• 10:57
  things
• 10:57
  that
• 10:57
  are
• 10:57
  going
• 10:58
  on
• 10:58
  inside
• 10:59
  of
• 11:00
  the,
• 11:00
  facility.
• 11:01
  So
• 11:01
  now
• 11:01
  you're
• 11:02
  stuck
• 11:02
  because
• 11:02
  there's
• 11:03
  no
• 11:03
  economic
• 11:03
  case.
• 11:04
  And
• 11:04
  there's
• 11:04
  nobody
• 11:05
  inside
• 11:05
  the
• 11:05
  organization
• 11:06
  who's
• 11:07
  actually
• 11:07
  going
• 11:07
  to
• 11:07
  drive
• 11:08
  it.
• 11:08
  And
• 11:09
  you
• 11:09
  haven't
• 11:09
  got
• 11:09
  an
• 11:09
  execution
• 11:10
  engine
• 11:10
  from
• 11:11
  your
• 11:11
  own,
• 11:12
  business
• 11:12
  either,
• 11:13
  either
• 11:13
  the
• 11:13
  distributor,
• 11:14
  so
• 11:14
  that's
• 11:14
  not
• 11:14
  just
• 11:15
  slow
• 11:15
  growth,
• 11:15
  that's
• 11:16
  a
• 11:16
  complete
• 11:16
  drift.
• 11:17
  And
• 11:17
  a
• 11:17
  store
• 11:18
  really,
• 11:18
  because
• 11:18
  launch
• 11:19
  is
• 11:19
  not
• 11:20
  just
• 11:20
  a
• 11:20
  one-off
• 11:21
  event.
• 11:21
  So
• 11:21
  what
• 11:22
  I
• 11:22
  wanna
• 11:22
  do
• 11:22
  now
• 11:22
  is
• 11:23
  a
• 11:23
  rapid
• 11:23
  62nd
• 11:25
  self-audit.
• 11:26
  So
• 11:26
  here's
• 11:27
  your
• 11:27
  quick
• 11:27
  check
• 11:28
  that
• 11:28
  you
• 11:28
  can
• 11:28
  do
• 11:28
  now.
• 11:29
  So
• 11:30
  on
• 11:30
  a
• 11:30
  scale
• 11:30
  of
• 11:30
  one
• 11:31
  to
• 11:31
  10,
• 11:31
  I
• 11:32
  want
• 11:32
  you
• 11:32
  to
• 11:32
  mark
• 11:32
  your
• 11:33
  product
• 11:33
  readiness,
• 11:34
  your
• 11:34
  strength
• 11:34
  of
• 11:35
  proof,
• 11:35
  your
• 11:36
  clarity
• 11:36
  of
• 11:37
  the
• 11:37
  buying
• 11:37
  pathway.
• 11:38
  And
• 11:39
  then
• 11:39
  also
• 11:40
  your
• 11:40
  quality
• 11:41
  of
• 11:41
  people
• 11:41
  driving
• 11:42
  adoption.
• 11:43
  So
• 11:43
  if
• 11:44
  you've
• 11:44
  got
• 11:44
  a
• 11:44
  pen
• 11:44
  in
• 11:44
  the
• 11:44
  pad,
• 11:44
  obviously
• 11:45
  write
• 11:45
  it
• 11:45
  down.
• 11:45
  If
• 11:46
  you're
• 11:46
  out
• 11:46
  running
• 11:46
  or
• 11:47
  listening
• 11:47
  on
• 11:47
  a
• 11:47
  train
• 11:47
  or
• 11:48
  driving
• 11:48
  or
• 11:48
  whatever,
• 11:49
  just
• 11:49
  mentally
• 11:49
  think
• 11:49
  right,
• 11:50
  where
• 11:50
  are
• 11:50
  you?
• 11:51
  Because
• 11:51
  there's
• 11:51
  only
• 11:51
  four
• 11:51
  numbers
• 11:52
  that
• 11:52
  you
• 11:52
  have
• 11:52
  to
• 11:52
  remember
• 11:52
  now,
• 11:53
  anything
• 11:53
  under
• 11:54
  a
• 11:54
  seven
• 11:54
  means
• 11:55
  that
• 11:55
  you
• 11:55
  have
• 11:55
  vulnerability,
• 11:57
  so
• 11:57
  don't
• 11:57
  try
• 11:58
  and
• 11:58
  fix
• 11:58
  everything
• 11:58
  at
• 11:58
  once.
• 11:59
  You
• 11:59
  identify
• 12:00
  the
• 12:00
  vulnerability
• 12:01
  that
• 12:01
  you
• 12:01
  can
• 12:01
  realistically
• 12:02
  move
• 12:02
  in
• 12:03
  the
• 12:03
  next
• 12:03
  90
• 12:03
  days,
• 12:04
  that
• 12:04
  will
• 12:05
  change
• 12:05
  commercial
• 12:06
  momentum.
• 12:07
  That's
• 12:08
  the
• 12:08
  key
• 12:08
  thing.
• 12:09
  You
• 12:09
  want
• 12:09
  to
• 12:09
  focus
• 12:09
  on
• 12:10
  the
• 12:10
  thing
• 12:10
  that's
• 12:10
  gonna
• 12:10
  change
• 12:10
  commercial
• 12:11
  momentum.
• 12:11
  And
• 12:12
  the
• 12:12
  critical
• 12:12
  thing
• 12:12
  here
• 12:13
  is
• 12:13
  that
• 12:14
  you
• 12:14
  what
• 12:14
  should
• 12:14
  work
• 12:15
  on
• 12:15
  the
• 12:16
  thing
• 12:16
  that
• 12:16
  will
• 12:17
  change
• 12:17
  commercial
• 12:18
  momentum?
• 12:20
  And
• 12:20
  to
• 12:20
  help
• 12:20
  you
• 12:20
  with
• 12:21
  that,
• 12:21
  remember
• 12:21
  this,
• 12:22
  don't
• 12:22
  fix
• 12:23
  what's
• 12:23
  easiest,
• 12:24
  fix
• 12:25
  what
• 12:25
  moves,
• 12:26
  contracts.
• 12:27
  So
• 12:27
  now
• 12:27
  as
• 12:28
  usual,
• 12:28
  I
• 12:28
  want
• 12:28
  to
• 12:28
  give
• 12:29
  you
• 12:29
  a
• 12:29
  decision
• 12:30
  scenario
• 12:31
  for
• 12:31
  you
• 12:31
  to
• 12:31
  go
• 12:31
  away
• 12:32
  and
• 12:32
  try
• 12:32
  and
• 12:33
  think
• 12:33
  about,
• 12:34
  and
• 12:34
  then
• 12:34
  I'll
• 12:34
  answer
• 12:35
  it
• 12:35
  on
• 12:35
  the
• 12:35
  next
• 12:35
  episode.
• 12:36
  So
• 12:37
  let's
• 12:37
  say
• 12:38
  your
• 12:38
  product
• 12:38
  is
• 12:39
  an
• 12:39
  eight.
• 12:40
  Proof
• 12:41
  is
• 12:41
  a
• 12:41
  five
• 12:42
  pathway,
• 12:42
  clarity
• 12:43
  is
• 12:43
  a
• 12:43
  six,
• 12:44
  and
• 12:44
  people
• 12:45
  alignment
• 12:46
  is
• 12:46
  a
• 12:46
  four.
• 12:47
  You
• 12:47
  can
• 12:47
  only
• 12:48
  move
• 12:48
  one
• 12:48
  of
• 12:48
  those
• 12:48
  Ps
• 12:49
  materially
• 12:50
  in
• 12:50
  the
• 12:51
  next
• 12:51
  90
• 12:51
  days.
• 12:52
  Which
• 12:52
  one
• 12:53
  do
• 12:53
  you
• 12:53
  choose?
• 12:54
  Do
• 12:54
  you
• 12:54
  A,
• 12:55
  refine
• 12:56
  the
• 12:56
  products
• 12:56
  and
• 12:56
  remove
• 12:57
  friction?
• 12:57
  Do
• 12:58
  you
• 12:58
  B
• 12:58
  double
• 12:59
  down
• 12:59
  on
• 12:59
  generating
• 13:00
  stronger
• 13:00
  proof
• 13:01
  and
• 13:01
  health
• 13:01
  economic
• 13:01
  data?
• 13:02
  Or
• 13:02
  C
• 13:03
  map
• 13:04
  and
• 13:04
  unblock
• 13:05
  the
• 13:05
  buying
• 13:05
  pathway
• 13:06
  properly,
• 13:07
  or
• 13:07
  D,
• 13:08
  strengthen
• 13:08
  the
• 13:09
  people
• 13:09
  engine
• 13:10
  driving
• 13:10
  adoption.
• 13:11
  There
• 13:11
  is
• 13:11
  the
• 13:12
  right
• 13:12
  answer,
• 13:12
  but
• 13:13
  it's
• 13:13
  not
• 13:13
  obvious
• 13:14
  and
• 13:14
  I
• 13:14
  wouldn't
• 13:14
  give
• 13:15
  you
• 13:15
  the
• 13:15
  scenario
• 13:15
  if
• 13:15
  it's
• 13:15
  gonna
• 13:15
  be
• 13:16
  obvious
• 13:16
  'cause
• 13:16
  there's
• 13:16
  no
• 13:16
  point.
• 13:17
  And
• 13:18
  it's
• 13:18
  not
• 13:18
  always
• 13:18
  gonna
• 13:19
  be
• 13:19
  the
• 13:19
  same
• 13:19
  for
• 13:19
  every
• 13:20
  company.
• 13:20
  And
• 13:21
  in
• 13:21
  the
• 13:21
  next
• 13:21
  episode,
• 13:22
  I'll
• 13:22
  break
• 13:23
  down
• 13:23
  how
• 13:23
  to
• 13:24
  make
• 13:24
  that
• 13:24
  decision
• 13:25
  without
• 13:25
  guessing
• 13:26
  so
• 13:26
  in
• 13:26
  closing,
• 13:27
  if
• 13:27
  your
• 13:28
  product
• 13:28
  is
• 13:28
  approved,
• 13:29
  but
• 13:29
  adoption
• 13:29
  is
• 13:29
  slow
• 13:30
  than
• 13:30
  you
• 13:30
  expected,
• 13:30
  it's
• 13:31
  almost
• 13:31
  always
• 13:31
  one
• 13:32
  of
• 13:32
  the
• 13:32
  four
• 13:32
  Ps
• 13:32
  breaking
• 13:33
  down.
• 13:33
  And
• 13:33
  if
• 13:34
  you
• 13:34
  want
• 13:34
  help
• 13:34
  pressure
• 13:35
  testing
• 13:35
  your
• 13:36
  four
• 13:36
  Ps
• 13:36
  and
• 13:37
  helping
• 13:37
  you
• 13:37
  focus
• 13:38
  on
• 13:38
  what
• 13:38
  you
• 13:38
  can
• 13:38
  do
• 13:39
  in
• 13:39
  the
• 13:39
  next
• 13:39
  90
• 13:40
  days
• 13:40
  to
• 13:40
  gain
• 13:40
  traction.
• 13:41
  Before
• 13:42
  you
• 13:42
  burn
• 13:42
  any
• 13:43
  more
• 13:43
  runway.
• 13:44
  Book
• 13:44
  a
• 13:44
  healthcare
• 13:44
  export
• 13:45
  accelerator
• 13:45
  discovery
• 13:46
  call
• 13:46
  with
• 13:47
  me
• 13:47
  via
• 13:47
  the
• 13:48
  link
• 13:48
  in
• 13:48
  the
• 13:48
  show
• 13:48
  notes
• 13:49
  and
• 13:49
  I'll
• 13:49
  personally
• 13:49
  audit
• 13:50
  where
• 13:50
  your
• 13:50
  launch
• 13:51
  is
• 13:51
  commercial
• 13:51
  exposed,
• 13:52
  and
• 13:52
  tell
• 13:52
  you
• 13:53
  your
• 13:53
  next
• 13:53
  move
• 13:53
  that
• 13:53
  actually
• 13:54
  moves
• 13:55
  revenue.
• 13:55
  Until
• 13:56
  next
• 13:56
  time,
• 13:57
  thanks
• 13:57
  for
• 13:57
  listening.
• 13:58
  Keep
• 13:58
  challenging
• 13:59
  your
• 13:59
  assumptions
• 14:00
  and
• 14:00
  keep
• 14:00
  growing.