In ortho sales, we are told that people are divided into two groups: “hunters” who chase new business and “gatherers” who cultivate it.But in the orthopedic world, that classic framework feels a bit too corporate and sterile.
I prefer a different analogy, sparked by a recent conversation with my friend and BoneChat member, Mark Maloney: Cowboys vs. Ranchers. All the credit goes to Mark for this concept.
It’s a comparison that captures a massive, quiet revolution happening right now across our industry—because just like in the Old West, the open range of independent ortho sales is rapidly being fenced in.Let’s dive in.
The Fight for Independence
Americans love the cowboy myth — free, self-reliant, skilled, and answerable to no one. The cowboy represents mastery earned through experience, grit, and reputation.
But it was the ranchers who changed the West. They bought land, controlled water rights, built railroads, installed fences, and reshaped the landscape to serve their interests. The cowboy didn’t lose because he lacked skill — he lost because the environment changed around him.
Cowboys
Today, independent orthopedic sales reps — especially 1099 contractors — are, in many ways,...
