You Don’t Need Permission


This post is by steve blank from Steve Blank


I was pleasantly surprised to hear from Suresh, an ex-student I’ve known for a long time. A U.S. citizen he was now the head of sales and marketing for a company in London selling medical devices to hospitals in the UK National Health Service.  His boss had identified the U.S. as their next market and wanted him to set up a U.S. salesforce. Suresh understood that the U.S. health system was very different from the system in the UK, not just the regulatory regime through the FDA, but the reimbursement process and the entire sales process.

Over a Zoom call Suresh explained, “I’m trying to push the importance of running customer discovery and testing these hypotheses before we build our U.S. product, but I’m running into a pushback from my CEO. He says, “We’re disruptors! Discovery is going to slow us down.  We need to move quickly!”

Suresh was concerned. “If we don’t test our assumptions about the market and any changes needed to our products, we’ll build something I can’t sell. Worse, given how expensive clinical trials are in medtech, I’m concerned if we build a product that isn’t commercially viable, we’ll be out of business before we even start.”

I could hear his frustration and concern when he asked, “How can I convince my boss to use customer discovery to test our hypotheses?”

That’s when I realized that Suresh was overlooking a few things.

  1. He was trying to sell the “story” of Customer Discovery as part of the Lean (Read more...)