Rocket Fuel

A friend recently asked me what I’d write about if I were to write a book. Context! I said without a second thought. Which surprised even me. Where did that come from? But on further thought it makes…

Welcome to ’25! The MedTech and healthcare landscape is evolving faster than ever—everyone knows it. But what exactly, we asked ourselves, might that look like in the coming months? More accurately, in true 2025 fashion, we asked ChatGPT.…

Here are some of the key ideas that influenced our 2024. These succinct statements reflect transformative insights that shift the conversation and empower our clients to succeed. We look forward to supporting their ongoing success.

Key elements to a successful qualitative discovery process. This is always the aim in messaging. But it’s seldom clear how you get there when you’re starting with what can be a daunting quantity of information, opinions and preconceptions.…

It’s been quite the summer at Introworks, and there’s a lot that’s new—new President, new clients, new website—where to start? Let’s dive in.  New President  Mark Fligge, who began working with us as a client two years ago,…

Creating a category of one is a big opportunity—and no small challenge. We can’t tell you how many of our current client initiatives involve creating and building a unique category. Actually, we can–it’s four–all legitimately distinct technologies that…

Launch the Business Year at the Sales Meeting Annual meetings are for team alignment and building momentum for the year — consider it a launch of the business year. Annual national sales (or training) meetings are a highlight…

People think about value in many ways, but the common denominators tends to be emotions and money. When you calculate the benefit from a service compared to its cost, the difference is value. That’s not wrong. But if…

You’ve probably heard us talk about how it’s essential to own a space in your audience’s mind. But it’s not just about the words you send there. It’s the sum total of every interaction they’ve had with you.…

In a hyper-competitive world, it’s more important than ever to stand out from the crowd. But with so many touting similar benefits, how do you do that? You make your way apart from the crowd, to a place…

You love your brand. You live your brand. And you wish others would, too. But while you’re the center of your own world, you’re not in the world of your customers. Not yet, at least. Because you have…

We’ve all been there. At the airport, next to the guy with ear buds pacing back and forth, seemingly talking to himself as he prattles on about “synergistic asset allocation for seamless transparency.”  Uhhh…we have questions. First, why…