Early-stage medtech companies need to stop chasing the whole market.They love to talk about market potential. “We’re going after an $800 million market and we’re going to own it by 2030.”That mindset sounds exciting in a pitch deck, but it’s a disaster in practice. You don’t have the resources. No one knows who you are. And you can’t win over everyone at once.In this episode, Ryan breaks down why you should stop trying to win the whole market and start by finding the right customers...your early adopters. The ones who get it, support you early, and become evangelists when you deliver.We talk about: • Why prestige targets can drain your runway • How to focus on early wins to build trust and revenue • The difference between market potential and actual tractionIf you’re trying to figure out where to go next, start here.This episode might just save your launch strategy.