Table 1. The seven deadly sins of business development (and how to avoid them)
From the following article
The seven deadly sins of business development
Jeffrey J Stewart
&
Ben Bonifant
Published online: 27 March 2008
doi:10.1038/bioe.2008.3
| Sin 1: telling the science story, not the market story | Instead, realize the market is the story |
| Sin 2: assuming the market is static | Instead, project the future market |
| Sin 3: product blindness | Instead, interview customers early |
| Sin 4: failing to account for physicians' financial motivations | Instead, recognize physicians are human |
| Sin 5: ignoring reimbursement | Instead, know who pays for what and why |
| Sin 6: speaking the wrong valuation language | Instead, use the valuation method your audience uses |
| Sin 7: pitching the 'perfect product' | Instead, be the party to disclose potential problems |
