My top quotes from The Lens Magazine, by LSI Sept edition plus my colorful commentary 👇
“I always felt like you can’t develop a strategy or understand the business sitting at a desk. You need to be out there speaking to the reps and speaking to the customers.” Dave Amerson CEO of NeoTract, Inc.
Field intel is the only data that survives first contact with the OR.
Ride-alongs, case observations, and VOC loops reveal real buying triggers plus workflow friction, reimbursement clarity, and clinical proof that reduces perceived risk.
That’s why weekly rep debriefs and win/loss post-ops should go straight into roadmap, pricing, and gtm.
Strategy becomes obvious when surgeons and supply chain tell you, unfiltered, what they’ll approve and why.
“The underlying optimism about ultimate demand for technology greatly exceeds reality most of the time” Paul LaViolette CEO & co-chairman of Pulse Biosciences, Inc.
If you assume adoption curves are S-shaped and budgets are cyclical, then plan for half the speed and twice the friction.
Treat “technology excitement” as a risk factor, not a revenue line; price and staff for the troughs between pilots, limited market releases, and true standard-of-care.
“ There is a misperception of investors that money creates growth, and that’s not it; markets, customers and timing the market right do, we just help enable that, and we fund it” David Kereiakes Managing Partner at Windham Capital Partners
Always remember-Capital is an accelerant, NOT ignition.
Market-Product fit, reimbursement, and utilization light the fire.
Sequence funding to milestones that de-risk demand: validated clinical outcomes, payer wins, ASC/IDN contracts, efficient CAC-to-LTV (why aren’t more Medtechs doing this???)
Time entry to macro tailwinds (staffing shortages, site-shift to ASCs, value-based care) and wedge into beachheads where you can dominate a micro-indication first.
That means pick a niche! You can’t be everything for everyone otherwise you become a wandering generality vs a meaningful specific.
Growth happens when the customer is ready to buy again tomorrow, your capital should only shorten that path.
#medtech #medicaldevices #medicaldevice