What 19 Product Launches Taught Me: A Field Guide to Commercial Viability
The product is not the hardest part of a product launch. The hardest part is the commercial ecosystem — the network of stakeholders whose needs, behaviors, and decisions must be aligned before a product can achieve the adoption it was designed to produce.
Know Your Customer Better Than They Know Themselves: Value Proposition, Segmentation, Targeting, and Positioning in Life Sciences
The value proposition is not a statement. It is a commercial hypothesis — a testable claim about who needs what, why this product provides it better than any alternative, and why that matters to the specific customer whose behavior the organization needs to change.
Getting Through the Noise: Communication Strategy Across the Life Sciences Stakeholder Journey
In a market where every prescriber, payer, and patient is bombarded by competing messages — and where AI-generated content has compressed the signal-to-noise ratio to near zero — the question is not how much to communicate. It is how precisely.
The Product Lifecycle Is a Brand Lifecycle. Most Organizations Build It Too Late.
Regulatory approval is a milestone. Commercial viability is a design problem. And like all design problems, it requires the right kind of thinking, applied far earlier than most organizations begin.