Founders must consider their sales motion (e.g., PLG vs. enterprise sales-led) when designing the product. A product built for one motion won't sell effectively in another, potentially forcing a costly redesign. This concept extends "product-market fit" to "product-market-sales fit."

The company's core value proposition is not just collecting new biochemical data, but fusing it with existing data streams from consumer wearables (like Apple Watch, Oura) and EMRs. This combination creates an exponentially more valuable, holistic view of a person's health that is currently impossible to achieve.

A key expansion strategy is moving 'upper funnel' from treating specific, acute conditions to offering a holistic, preventative platform. For Hims & Hers, adding diagnostics ('Labs') created a new entry point for users to understand their overall health, not just solve one problem.

CRISPR reframes its commercial strategy away from traditional drug launches. By viewing gene editing as a 'molecular surgery,' the company adopts a go-to-market approach similar to medical devices, focusing on paradigm shifts in hospital procedures and physician training.

By continuously measuring a drug's effect on the body (pharmacodynamics), the wearable device provides a real-time view of a patient's phenotype. This granular data can revolutionize clinical trial design, safety monitoring, and drug dosing, moving beyond static genomic data to understand real-world drug response.

Rion strategically chose diabetic foot ulcers as its lead indication to de-risk its new therapeutic class. This "outside-in" approach allows the company to build a substantial safety record and gain regulatory and clinical acceptance with a topical product before advancing to more complex systemic applications.

A competitive moat can be built by moving beyond simple service delivery (e.g., shipping medicine) to a closed-loop system. This involves diagnostics to establish a baseline, personalized treatment plans based on results, and ongoing re-testing to demonstrate improvement, creating a sticky user journey.

Investing in clinical studies is not just for product validation; it's a powerful marketing strategy. It allows you to make scientifically-backed claims in ads that competitors cannot legally replicate, creating a significant and sustainable competitive advantage.

A key part of Eli Lilly's R&D strategy is tackling large-scale health problems that currently have no treatments and therefore represent a 'zero-dollar market.' This blue-ocean strategy contrasts with competitors who focus on areas with established payment pathways.