If your marketing doesn’t have a villain, your story is falling flat.

Not because your product isn’t good—but because your buyer doesn’t know what they’re up against (or why they need to act now).

In this episode, Cope and I break down why every small MedTech company needs a clear villain—and no, it’s not your competitor.

It’s the broken process. The outdated system. The costly status quo.

We cover:

• Why a good villain makes your message stick

• How to use emotion to drive decisions

• And a simple process to help you start using this in your messaging, decks, and sales calls

People don’t just buy products. They buy the chance to defeat a villain.

Let’s help them do it.