In 1999, a young engineer named John was working at a large medical device company. He was frustrated with the slow pace of innovation and the bureaucracy of Big Ortho. He decided to start his own company to develop a new type of orthopedic device.
John knew that he would need to find a way to get his product to market quickly and cheaply. He also knew that he would need to find a way to differentiate his product from the competition.
John decided to focus on the sports medicine market. He knew the space and knew that these customers were willing to pay a premium for a new solution than saves ...
