This afternoon I led a hands-on B2B value proposition (PPSDN) session with BioProTech employees. Following the Persona–Pain–Solution–Difference–Number flow, participants defined their actual customer segments and built concrete value propositions for solving problems that arise in the operating room.
Centered on an electrosurgical smoke evacuation solution, participants pinned down the customer’s Pain with precision and validated their own Difference with hard Numbers, and real insights from the field came through strongly. It was a meaningful session, and the engagement was impressive, since everything can be applied right away to real B2B sales and marketing. Have a great weekend!


12 Dec 2025
[ Instructor: John Kim ]