Category Thinkers How to Condition The Market w/ David West, CEO of Proscia
Dec 12, 2023
51:21
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.
This episode is sponsored by: