In this episode of Breaking MedTech, Ryan and Cope break down why founders can’t sit back and expect the sales engine to build itself.

You don’t need to cold call every day (unless you want to).

But you do need to be on the front lines—setting the tone and pace and making sure the entire company is marching in the right direction.

We talk about:

• Why founders need to shape the messaging early and make it repeatable

• How customer conversations give you more insight than any market report ever will

• And why your job is to help your team find the right customers, sell product, and grow the business — because you’re building a company, not running a research lab.

Founders who avoid the commercial side slow the company down.

Founders who lean in? They build real momentum.