It’s natural to get excited about your technology. I’m the worst offender. But when you’re trying the build a value proposition, it’s a mistake to start with your product or technology, however sexy it is. It’s much more effective to start with the needs of the customers you’re trying to win or keep. And not just a patient, payer or professional but all of them at once. Watch this video if you want to be a marketer, not a producter.
