In this episode, Will is joined by Hanna Sjöström, CEO of Neola Medical, a company pioneering neonatal lung monitoring. But before stepping into the medtech world, Hanna built her career in fast-moving consumer goods, holding leadership roles at L’Oréal and Coca-Cola. Her transition from global brands to leading an early-stage medical device company is a testament to the power of adaptable leadership and strategic vision.In this episode, we explore what it takes to step in as an external CEO and drive innovation in a highly specialized, high-stakes field like neonatal care. We discuss the unique challenges of developing and commercializing medical technology, the regulatory hurdles in Europe versus the U.S., and how Neola is positioning itself for success. Finally, Hanna shares valuable lessons for founders: why commercial strategy should never be an afterthought, how to navigate the "valley of death" in medtech, and the importance of building a leadership team that balances technical, regulatory, and business expertise.