“Lost time is never found again.” — Benjamin Franklin
Let’s talk about the ultimate unfair advantage that small Ortho companies can leverage: SPEED.
I’ve written extensively about Risk and Iteration, but Speed is how startups actually slay the giants. Danek, NuVasive, and Arthrex didn’t conquer entire categories because they had deeper pockets or bigger teams—they won because they outpaced everyone. Big Ortho simply can’t move fast; they’re paralyzed by legacy inventory, endless meetings, and internal politics.
Startups rarely beat Big Ortho on budget, headcounts, or resources. They win with Speed.
Speed is the asset Big Ortho cannot replicate. While large companies spend quarters analyzing cannibalization risks, existing inventory, and channel conflict, an agile startup has already iterated a design, run a test, and prepped a regulatory submission.
Speed isn't just about rushing—it is a tangible currency that compounds like interest.
The Strategic ROI of Velocity
Preserves Cash: Launching six months early cuts six months of burn rate while pulling revenue forward.
Accelerates Innovation: No Gen 1 product is perfect. Faster launches mean faster surgeon feedback and a quicker ...
