I'm joined by Brent Lavin, Founder of Ironwood Medtech Partners, as we explore product commercialization mastery, the critical mistakes medtech companies make in development, and how to navigate M&A as both acquirer and startup.

The Product Development Trap Most Startups Fall Into
→ Companies commit to their solution too early without sufficient iteration - taking multiple prototypes to physicians saves months later when you discover fundamental flaws during verification testing
→ The biggest mistake is treating early-stage innovation like a regulated activity instead of moving fast with rapid prototyping and real-world physician feedback
→ Spend an extra month or quarter in the fuzzy front end of innovation to avoid costly pivots during the long documentation phase - go slow to go fast

How Overlooking Human Factors Kills Great Products
→ Physicians love products that fail in practice because it's the scrub techs at the back table who struggle to unbox, prep, or load devices onto wires
→ Human factors testing shouldn't be about "teaching to the test" for FDA submission - it should uncover genuine workflow gaps that lead to unintended consequences
→ Most companies recruit from one hospital doing one procedure type instead of getting a representative sample of physicians who only do your procedure one out of eight cases

The Segmentation, Targeting, Positioning Framework
→ Positioning isn't about being faster - it's about enabling physicians to treat new patient populations or do something fundamentally better for specific procedure types
→ Real example: Straub Medical's Rotorex succeeded against six competitors by targeting mixed morphology thrombotic and calcific lesions plus instant restenosis specifically
→ If you're marketing to everybody, you're marketing to nobody - geographic focus beats spreading thin across top-volume physicians nationwide in year one

M&A Reality Check: What Strategics Actually Want
→ Big companies aren't looking for expensive pivots - they evaluate whether acquired technology can easily generate the data needed for regulatory expansion
→ The -10M acquisition sweet spot is rarely just about revenue multiples - it's about strategic fit, IP strength, and regulatory pathway clarity
→ Most startups undervalue their clinical data and bench testing demographics - these become dealbreakers when strategics can't use existing work for global submissions

Best Quotes:

"We treat even concept development like a regulated activity and that's not what we should be doing. We should be working as quickly as possible to get prototypes in front of physicians."

"If you're truly looking at human factors like uncovering gaps and problems instead of teaching to the test, you would increase sample size and get people from around the country, not just your backyard."

"If you're marketing to everybody, you're essentially marketing to nobody. You have to know specifically who you're going after."

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Episode Timestamps:
0:00 - Introduction to Brent Lavin and his medtech journey through GE, CR Bard, and BD
3:35 - Why product development is more complex today than 15 years ago
8:09 - The biggest mistake: committing to solutions too early in development
13:01 - Human factors and clinical workflow - the underappreciated nuance
22:09 - Segmentation, targeting, and positioning for commercial success
32:15 - Geographic targeting strategies for early-stage companies
38:20 - Evaluating M&A opportunities from the strategic acquirer's perspective
45:30 - The $10M acquisition sweet spot and what makes deals happen
52:18 - Advisory boards vs consultants: when and how to use physician expertise