Innovative companies must convince buyers and analysts why their solutions differ from the status quo, and why that difference matters. But sometimes, developing the right narrative can be a challenge. This is where a well-crafted point of view (POV) can help. In this episode, we’re joined by David West, co-founder and CEO of Proscia. After attending a category design workshop, David was finally able to get the market to understand why his company’s solution in pathology was such an important breakthrough.

Listen now to learn:

• Why category design helped David’s company set itself apart from commoditized products in his industry
• How Proscia gained analyst support by telling their customers the story they hoped to hear
• Why having conviction in your point of view is so crucial in conditioning the market to think differently

This episode was hosted by John Rougeux and Mike “Damp” Damphousse.

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This episode is sponsored by:

Category Design Advisors

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