In this episode of Breaking MedTech, Cope and Ryan break down a critical mistake too many early-stage companies make:They lead with technical specs and features, and completely skip the part where they explain the problem they solve.Here’s the truth: specs help close deals. But they don’t start conversations.If you want to hook your ideal customer, you need to be the expert on their problem. Not just the clinical or operational side of it, but the pain it causes, the emotions it triggers, and the downstream impact on their team, workflow, or patients.When your marketing, website, and sales pitch all lead with that understanding, people listen. Because they feel like you get them.This episode covers: - Why features and specs come later - How to lead with the problem to earn trust faster - Real examples of messaging that opens doorsListen now and stop skipping the first date.