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Home > Project Medtech > Episode 255 | Brent Lavin, Founder at Ironwood Medtech Partners | Innovation Dynamics: Engineering Meets Marketing & Customer Discovery
Podcast: Project Medtech
Episode:

Episode 255 | Brent Lavin, Founder at Ironwood Medtech Partners | Innovation Dynamics: Engineering Meets Marketing & Customer Discovery
Category: Science & Medicine
Duration: 00:42:26
Publish Date: 2026-04-06 05:00:00
Description:

In this episode, Brent Lavin shares how two decades in product and portfolio management at GE Healthcare, C.R. Bard, and BD shaped his mission to help Series A and B medtech startups build commercial logic into every stage of innovation. Brent breaks down what surprised him most moving from strategics to early-stage teams and why large companies often operate like startups when resources must be earned through influence, not authority. The conversation dives into how his engineering training powers a structured, “marketing-as-a-science” approach to product management, the most-missed elements of customer discovery, and a concrete example of winning by simplifying a “Cadillac” product into a segmented solution. Brent also unpacks what strategics look for in acquisitions plus lessons from LSI, leadership, and the discipline of endurance running.

Thank you to our sponsors: Ward Law and JumpStart Inc.
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