Disruptive Products Require a Different Sales Process

Disruptive Products Require a Different Sales Process

From Life Science Marketing Radio by Chris Conner

July 23, 2025 · 36 min

About this episode

The episode discusses the unique sales processes required for disruptive products and the challenges startups face in creating new markets.

When you're selling something truly new, you're not just fighting for market share – you're fighting to create a market that doesn't exist yet. A big part of that battle is figuring out your sales process. Chris Morrison from ViaVerus and Brian Jamieson from Diagnostic Biochips shared their experience on this week’s episode. Chris Morrison introduced the "innovation death spiral." It goes like this: A startup gets early validation from one big customer. They get excited (who wouldn’t?) and build their entire go-to-market strategy around that single success. Then... silence. The market doesn't respond as expected, so they double down on their approach, burning through resources until there's nothing left. This pattern is particularly dangerous because that first success feels so validating. As Chris put it, finding one customer isn't a repeatable process, which is what is needed for long-term success. Diagnostic Biochips provides an example of navigating these treacherous waters. They've developed technology that can read the "ones and zeros" of brain activity. If you want to learn more about the science, make sure you listen to the full recording. It's cool stuff that could…

People in this episode

Host: Chris Conner

Guests: Chris Morrison, Brian Jamieson

Topics covered

  • sales process
  • innovation
  • market creation
  • startup challenges
  • brain activity technology

Keywords

  • disruptive products
  • sales process
  • innovation death spiral
  • market creation
  • brain technology
  • Alzheimer's
  • schizophrenia
  • epilepsy

Mentioned in this episode

Organizations: ViaVerus, Diagnostic Biochips

Products: technology that can read the 'ones and zeros' of brain activity

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