I work primarily for a service company that pays the bill with products. We’re in the medical field which is filled with good intention individuals that take a cautious look at any new innovations. This approach works well to protect patients and medical professionals from pre-maturely jumping on bandwagons lead by manufacturers.

Growth has come quickly and consistently with our company. We’re reaching unprecedented levels of profitability and penetration in our markets. But we’re beginning to explore other markets to extend our brand. We’re designing products, creating new service models and dreaming of ways to further improve patient care. Some of it is related to orthopaedics, but many ideas would take us outside of our current market. It’s an exciting and challenging point in my career.

AdAge has an insightful article on brand extensions that helps me process and articulate our emerging strategy. Hope you enjoy it as much as I have.