Have you noticed this in our industry ?
Every phone call. Every email. Every LinkedIn message. Every text. Somebody is selling something.
The distributor wants your surgeons. The startup wants your money or your network. The big OEM rep wants shelf space. The consultant wants a retainer. The guy who "just wanted to catch up" wants an intro by Friday.
Everybody has an agenda.
I'm not judging. This is a commercial industry, and companies have to grow. Reps have quotas. Founders have runway. I run businesses too.
But here's what bothers me.
Almost nobody says it out loud.
The agenda hides inside a "quick question," a "thought you'd find this interesting," or a "would love your perspective."
My perspective? You don't want my perspective. You want my yes.
And that's where authenticity goes to die.
Think about the last time someone in ortho gave you a truly objective opinion. Not about their implant. Not about their platform. Not about why their robot is better. Just a straight answer about what's best for the surgeon, the patient, or you.
It's rare. Really rare.
Surgeons feel it too. Every product in the OR comes with a story, a study funded by somebody, and a rep standing in the corn...
