The CEO of medical diagnostics company Orbis asserts that a strong invention does not guarantee commercial success in the medical technology sector. Cather Simpson, a serial entrepreneur and the founder of Orbis, emphasizes the importance of early commercial derisking for med-tech companies. She believes that simply having a good product is insufficient for navigating the complexities of the market. Simpson’s experience founding multiple companies informs this perspective. Her insights suggest that proactive strategies to mitigate commercial risks are vital. This approach, she implies, is paramount for ensuring the viability and eventual triumph of medical technology ventures. Orbis itself embodies this philosophy, actively seeking to address commercial hurdles early in the development process.