Just returned from the American Academy of Orthopedic Surgeons annual conference in New Orleans. We ran into a few of our clients amongst the miles of exhibitors. One of these physicians explained he found a few products he’d like to try, but he was overwhelmed by the number vendors. It dawned on me that the hundreds of companies on the floor were all vying for the physicians business, and many had great products – but that isn’t enough to get the business.

Our challenge is to continue simplifying not just the product, but the availability of that product. The doctors are overwhelmed by what’s available – making a better widget might be an improvement for the surgeon, but it’s not necessarily enough to win the business. Any business is fighting the inertia of existing solutions. My products and services better be radical enough to get noticed and easy enough to make the switch with minimal fuss.