“You can always count on Americans to do the right thing — after they’ve tried everything else” — Winston Churchill
“You can always count on Americans to eat plant-based meat— after it tastes like meat” — someone famous (soon)
Key disruptive themes: 1. Direct-to-consumer marketing (pre-purchase) via Elon Musk’s star power and on social media (not common for medical devices) 2. Bypassing doctors via robotics (during purchase phase) 3. Seeding confusion via cyborg talk.
Recommendations: 1. Earn the respect of researchers and doctors, don’t piss them off — you…