Nobody Cares About Better, Cheaper, Faster with Jim Surek

<p>In this episode of the Crux of Neuro podcast, Liz Moyles sits down with Jim Surek, a 33-year medtech veteran with seven M&amp;A exits to his name, including Advanced Bionics&#39; $3 billion acquisition by Boston Scientific.</p><p><br></p><p>Jim shares the commercial playbook he&#39;s used to build and scale teams across spine, neuromodulation, and urology, from selling medical supplies out of a catalogue to leading the commercial strategy behind some of the biggest exits in the industry. He explains why &quot;better, cheaper, faster&quot; is a dead pitch, why he hires reps with zero medtech experience, and how founders should really think about selling to today&#39;s multi-headed customer.</p><p><br></p><p>Key Topics:</p><p>Why &quot;better, cheaper, faster&quot; fails as a value proposition in modern medtech</p><p>Selling to the multi-headed customer: clinicians, purchasing, CFOs, and value analysis committees</p><p>Hiring non-medtech sales reps and why conventional experience can be a liability</p><p>Building program-based commercial strategies that go beyond the physician champion</p><p>Navigating M&amp;A as a CEO: what founders get wrong about acquisition interest</p><p>Leading a distressed asset: Jim&#39;s playbook for turning Valencia Technologies around</p><p><br></p><p>Related Insights:</p><p>Why curiosity and courage matter more than a track record when hiring for startups</p><p>The difference between solving pain points and creating unrealised gains for health systems</p><p>How the value analysis committee process really works, and why the conventional track fails</p><p>Lessons from US Surgical&#39;s training philosophy and how they still shape medtech sales culture</p><p><br></p><p>Core Challenges:</p><p>Medtech founders are still leading with product features instead of articulating real value across every stakeholder in a health system. The &quot;multi-headed customer&quot; demands clinical, economic, operational, and strategic value, not just a better device.</p><p>Startups struggle to break into hospitals because they follow conventional sales processes. Jim argues that programme-based selling, where every stakeholder understands what they gain, is the only way to move fast and avoid getting stuck in 14-month VAC loops.</p><p><br></p><p>🎧 Tune in now to hear Jim Surek&#39;s unfiltered playbook on commercial strategy, hiring, M&amp;A, and why the best medtech leaders make it about everyone but themselves.</p><p><br></p><p>The Crux of MedTech podcast is brought to you by Cruxx, a specialist surgical robotics recruitment agency. </p><p><br></p><p>To learn more about Cruxx,<a href="https://www.thisiscruxx.com/">⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠click here.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠</a></p><p><br></p><p>A big thank you to our sponsors on this season of the podcast; </p><p><br></p><p><a href="https://www.linkedin.com/company/the-technology-partnership/">⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TTP plc⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠</a> With a 35-year track record, TTP excels in turning innovative ideas into market-ready solutions. Their team of 300+ experts deliver breakthrough solutions in areas ranging from endoluminal robotics and navigation systems to ultrasound imaging. Whether you&#39;re a startup or a multinational, <a href="https://www.linkedin.com/company/the-technology-partnership/">⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TTP plc⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠</a> can accelerate your development with the latest technologies. Learn more at <a href="http://ttp.com/">⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TTP.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠</a></p><p><br></p><p><br></p><p><br></p>