The Internal Operating System That Determines Whether You Scale or Collapse Under Your Own Weight Every step of this program so far has pointed outward: the market, the buyers, the partners, the hospitals. This one points at the thing most likely to sink you. Which is the company you built to chase all of it. Here's the uncomfortable version. Somewhere on LinkedIn right now, a founder is proudly listing themselves as head of sales, head of customer success, head of partnershi

You Sold the Hospital! Now the Real Work Begins. One of my favorite memories from my time as a clinical specialist went something like this. My phone would ring. "Hey Rob, good news. We sold a robot." "Awesome. Where?" "Hospital X." "Nice. When do they want to launch?" "Tomorrow." "...Tomorrow?" "Yep." My facial expression after I get the news of an urgent launch so the capital rep can recognize revenue before the end of the quarter. That was usually the extent of the handoff

Your Product Doesn't Speak for Itself. Neither Does Your Website. One of the biggest myths in MedTech is that great technology sells itself. It doesn't. If it did, hospitals would be full of incredible products that nobody's ever heard of instead of products backed by companies that built strong commercial engines. The reality is much less satisfying. The moment a hospital stakeholder can't immediately explain what your product does, why it matters, and why they should care,