With all evolutions change is obviously the mental obstacle that needs to be overcome. The way in which MedTech commercializes products via a 30 year old process won't optimize the chances of great products to come to market. It's not 2003.

Tom and I lay out the steps needed to align a company to get ready to de-risk commercialization. If you are looking at a role with a start up or a new product roll out we give more guidance on asking the right questions to understand the culture around commercialization.

It is your career so take it as serious as a heart attack. De-risk your choices by understanding commercialization as an initiative and process versus those that think the product will sell itself.