Go-to-market, sales enablement, pricing, and MedTech B2B — grounded in experience, not only theory. What works, what doesn't, and why.
The risks that can arise when a specialist reports to a less experienced, more generalist manager, and how to assess them before accepting a role.
Read more →The difference is rarely in the facts themselves. It's in how secure the person judging them feels. A framework for checking your own reaction before it turns into a decision.
Read more →In smaller departments, a single title often covers several functions at once. Judging resumes by title alone can easily misrepresent someone's actual experience.
Read more →When people keep leaving the same team and the manager consistently looks elsewhere for an explanation, it stops looking like a coincidence, and starts looking like self-deception.
Read more →IQ gets you in the room. Emotional intelligence determines what you do once you're there. Goleman's model, and why EI may be the defining leadership skill of the 21st century.
Read more →Not everyone in a leadership position is a leader. The minimum requirements for leadership, and what happens when they are missing.
Read more →GTM isn't a launch plan, and it isn't a marketing strategy. It's the system that determines whether a finished product succeeds in the market, or sits in the warehouse.
Read more →A GTM roadmap isn't a Gantt chart. It's a structured view of what gets done when, and what deliberately doesn't. MoSCoW, customer centricity, revenue potential.
Read more →Launch day isn't the goal. It's one moment in a controlled process. Most companies don't have that process, and they pay for it through unnecessary rework.
Read more →A requirement without a source is an opinion with good formatting. How to trace requirements all the way back to what the customer actually said.
Read more →"Fast, reliable, cost-effective" is not a value proposition. It's a wish list. What a real value proposition sounds like, and how to write one.
Read more →Most companies think they know what their customers want. That's not enough. Real customer understanding is a system, not an event.
Read more →Many market leaders ignore the most cost-effective growth opportunity they already have: their existing customer base.
Read more →Most sales teams are product experts without a system for selling. That's not their fault. The commercial infrastructure is missing.
Read more →Not just sales. Not just marketing. When everyone communicates the same value, it creates a level of credibility no budget can buy.
Read more →Anchoring, charm pricing, the decoy effect. Pricing psychology works in B2B too. Always.
Read more →Bundles, freemium, subscriptions, hardware costing, discount logic, pricing psychology. Pricing is the most complex, and most underestimated, element of a commercial system.
Read more →There's no universal threshold. But there are clear patterns. ROI isn't the answer to price resistance. It's the customer's language.
Read more →CE marking. Clinical trial. Investor deck. All in place. And yet, six months after launch, revenue has stalled. The problem is almost never the product.
Read more →The chief physician says yes. Procurement says no. IT has concerns. Anyone who doesn't understand the hospital buying center loses deals that looked won.
Read more →A chief physician giving a conference talk is more than a potential buyer, they're a multiplier. The relationship comes before the sale.
Read more →Many companies never get around to building a clean structure of umbrella brand, product groups, and individual products. A look at MedTech shows how to build it top-down instead.
Read more →Freshness, purity, refreshment: that's what you're buying, not brown sugar water. How brands use sensory cues to win over the brain.
Read more →Many companies confuse visual design with brand strategy. The result: cluttered brochures and a brand no one recognizes at a glance.
Read more →Social media doesn't run itself. Why even large companies struggle with it, and what separates channels that work from those that get forgotten.
Read more →Many companies post on LinkedIn because they feel they should. Few understand why some posts go viral while others get no response at all.
Read more →Visible leaders build trust in themselves, their company, and their brand. But there's a difference between being visible and simply being loud.
Read more →Red sale prices, a progress bar, one less form field, small changes with a big impact. What CRO data reveals about human buying behavior.
Read more →Top and bottom together instead of choosing each piece separately: a concept rooted in psychology, pricing logic, and evidence from U.S. retail.
Read more →Product bundles can increase average order value, but only when they're structured correctly. What research and practice tell us.
Read more →ERP projects exceed budgets and timelines with remarkable consistency. The causes are well known, yet companies keep ignoring them.
Read more →A wrong product description isn't a typo. It's the start of a chain reaction that hits production, customer service, finance, and trust.
Read more →Poor master data is one of the most expensive hidden problems in any ERP system. Here's how to fix it and keep it under control.
Read more →No articles in this category yet. More soon.
Get in touch. I reply personally, or I might turn your topic into an article.
Start a conversation →