Hey, MedTech Innovation Leaders!
Last month, after I wrote about the Six Voices every MedTech strategist needs to hear, my friend Howard sent me a note:
“A few other voices to consider for the canon, which have frequently been sources of friction:
Voice of Reason
Voice of Reality
Oh, and the Little Voices Inside My Head”
Touché, Howard.
And actually, he makes a pretty important point.
Because the Voice of Reality has been particularly loud lately.
I’m hearing about major service disruptions from cybersecurity attacks. Teams trying to accomplish just as much—or more—with fewer people and fewer resources.
But I’m also hearing some really encouraging things: grateful patients stepping forward with private grants and investment to move promising innovation forward. Cool new inventions moving through stage gates.
That’s MedTech strategy in the real world.
Frameworks make things look neat. Strategy rarely is.
The goal isn’t to listen to every voice equally, all the time.
It’s to hear the right voices for the decision you need to make right now.
Early in a strategy, Business and Customer often lead: What does winning look like? What problem are we solving—and what needs to be true to make it important enough to change behavior?
As options take shape, Competition and Technology become more important: What else could customers do? What can we realistically build? Where can we be meaningfully different?
Closer to major investment decisions, Value and Regulatory often get louder: Can we demonstrate enough value to get paid? What evidence and claims will we need?
Of course, it’s rarely that linear.
Sometimes Value matters on Day 1. Sometimes a regulatory constraint changes the opportunity. Sometimes an unexpected source of funding changes what’s possible.
That’s the “reality and reason” part Howard was talking about.
The framework isn’t a checklist. And the goal definitely isn’t six giant research projects.
Instead, ask:
What decision are we trying to make?
Which voices could materially change that decision?
What is the minimum insight we need to move forward with confidence?
Because the goal isn’t more research.
It’s the right insight, from the right voices, at the right time—so you can make the next important decision.
If you’re working through a complex growth strategy and aren’t sure whether you’re hearing the voices that matter most, I’m always happy to be a second set of ears.
Want to talk it through? Schedule a quick call here:
www.calendly.com/jonquilridge
No prep. No pitch. Just bring the strategy question—or the Little Voice Inside Your Head—that you’re wrestling with.
– JoAnna
P.S. If you haven’t gotten our new Voices Framework tool yet, sign up here and we’d be happy to send it right over.
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