In this episode of the Crux of Neuro podcast, Liz Moyles sits down with Jim Surek, a 33-year medtech veteran with seven M&A exits to his name, including Advanced Bionics’ $3 billion acquisition by Boston Scientific.

Jim shares the commercial playbook he’s used to build and scale teams across spine, neuromodulation, and urology, from selling medical supplies out of a catalogue to leading the commercial strategy behind some of the biggest exits in the industry. He explains why “better, cheaper, faster” is a dead pitch, why he hires reps with zero medtech experience, and how founders should really think about selling to today’s multi-headed customer.