Top Guide Posts for this week talk about Storms, Damage and Branding

A Storm IS Coming!

Burying your head in the sand when it comes to building top-performing commercial teams is like ignoring the gathering storm on the horizon. Sure, it might seem calm now, but those ominous clouds are brewing something fierce. In today's cutthroat business arena, having elite sales and marketing teams isn't just a nice-to-have—it's a make-or-break necessity.

Picture this: while you're twiddling your thumbs, your competitors are sharpening their swords, gearing up for battle. They understand the power of a finely-tuned commercial engine, ready to seize every opportunity that comes their way. Meanwhile, you're stuck in neutral, blissfully unaware of the impending onslaught.

But fear not, for amidst the chaos lies an opportunity—a chance to rise above the fray and claim your rightful place at the top. By investing in talent, training, and innovation, you can transform your team into an unstoppable force, ready to conquer whatever challenges lie ahead.

So, listen closely to the warning bells ringing in the distance. The time to act is now. Embrace the challenge, seize the moment, and unleash the full potential of your commercial prowess. In a world where only the strongest survive, it's adapt or be left in the dust.

After all, a storm is always coming and the right team will help you ride it out!

Need talent to help you weather the storm? Contact Due North!

Click here to schedule a meeting.

How Much Damage Can A Product Manager Do?

"We don't use recruiters for product manager roles. After all, how much damage can one product manager do?"

Believe it or not, I have heard this many times over my recruiting career. I always think of the Challenger Space Shuttle disaster.

The cause of the explosion? A faulty O-ring!

This one inexpensive and seemingly insignificant part led to the destruction of a shuttle costing billions and the loss of human life.

And, it was broadcast live on TV!

The fallout was devastating for NASA. It set the space agency back substantially and gave rise to the use of private companies (competitors) for space exploration.

So, how much damage can one product manager do to your company?

Better yet, ask how much damage they can do to your career!

Why should MedTech companies think about consumer branding?

After all, the conventional wisdom is the decision to buy is made by physicians, providers and payers. So, all you need to do is to show efficacy and appropriate pricing, right?

What this fails to capture is that physicians, providers and payers are people. And as people, they too are influenced by brand perceptions.

It also fails to consider that the recipient of the solution is a person. And there is generally nothing more important to that person and their loved ones that the medical devices, pharmaceuticals, and other care modalities be trusted to be safe and effective.

I am not saying that MedTech companies need to spend millions of dollars on media. What I am saying is that they must consider how to get their brand in front of the right audiences just as CPG companies have done forever.

I know what you’re thinking “What am I going to do put my artificial heart valve in a commercial?”.

Instead of thinking about what you are selling. Think about what you are addressing. Think about the impact your solution has on someone’s life. Think about what they are going through not just physically but emotionally.

This is where brands are made!For a master class on how to effectively do this, look at this recent piece from Lilly regarding Alzheimer’s Disease.

https://lnkd.in/gQUVGBfD

As someone whose mother is in the late stages of this horrid disease, this resonates deeply. Well done Lina Polimeni, Paulina Tomsia and Team Eli Lilly and Company!

Chris Gustanski – Founder and Lead Talent Guide

Chris is a classically trained marketer with over a decade of executive search experience. He moved into recruiting because he was someone that was frequently recruited and was tired of recruiters hounding him to consider roles they didn’t understand, and he wasn’t interested in pursuing. He was determined to disrupt Executive Search to deliver a better result and experience for companies and the commercial talent they need.?After over a decade seeing the dysfunction in executive search firms large and small, he formed Due North Executive Search in collaboration with his wife Amie.

To learn more about how Due North can help you build World Class Commercial teams click here to schedule a meeting.