Is your ortho company aiming too low?

I used to play competitive tennis. Sometimes you hit a great shot with good intensions, but you aim too low. 
Result - you lose the point.

Every year I see new Orthopedic companies that aim too low. 
These companies have good intentions and start off plans of innovation, but then over time, they collapse into me-too work. They conform to the industry. The result is that they aim low by chasing the competitive trends.
They use conventional sales models.
They follow pricing models of the competitors.
They use conventional marketing techniques.
They match the messaging and look &...