Not every device you sell over your career is going to be well differentiated. Depending on what area of med device you work it, the customer may not think your device over another company is all the same. The natural reaction is a race to the bottom on lowest possible price but this never seems to be what’s effective long term. So you need to uncover what WILL influence the customer if it’s not your unique device itself. If you can solve an inefficiency beyond just the provider, you can edge ou