Every founder, operator, and GTM strategist eventually runs into the same deceptively simple question: what comes first, the product or the market demand? It is the classic chicken-and-egg problem of go-to-market strategy. Do you build something because you know the market needs it, or do you create something so compelling that the market forms around…
There’s a moment in nearly every health tech GTM conversation where things quietly go sideways. The founder explains the product to me. I get it. The technology is real, the use case is sharp, the outcomes are credible. Then I ask a simple question: who buys this, and who actually uses it? And the answer…
You’ve built something real. A product that addresses a genuine gap in healthcare — maybe it’s a navigation tool, a care coordination platform, or a clinical decision support solution. The technology works. The founding team is sharp. The pitch deck is tight. And yet, the sales cycles stretch to eighteen months. The pilots stall. The…