Why innovation fails
Why innovation is getting harder, even when the technology gets better. And why the story that it tells is not marketing decoration, but part of the...
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Bart Verduyn
Recent Posts
Why the story you tell will save your innovation in life sciences
Innovation in life sciences — from medtech devices to biotech platforms and B2B pharma solutions — has never been more technically advanced....
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Why We Changed Our Positioning (And What It Means for Our Clients)
For three decades, we've helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We've sharpened...
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Customers don’t buy features
You and your team worked hard and long on your innovative product. You want the world to know and understand why your product is revolutionary. It’s...
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Plain Language: Why Clear Words Matter
We allknowthe feeling: a letter fromthe bank, a hospitalinstruction sheet, or a phonebill lands in your hands—andyoucan’t make sense of it. The words...
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From Vendor to Partner: Strategies for Healthcare Partnerships (Part 2)
Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice.
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From Vendor to Partner: Why Healthcare Relationships Are Changing (Part 1)
Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better...
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AI in B2B marketing: a goldmine in a landmine field
AI is the new intern everyone’s using—but no one’s quite sure who pays their salary, who owns their work, or what secrets they might leak. In B2B...
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Making complexity clear
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