Example of summary business case that sells the problem not the product

video laryngoscopy system, airway system. We all know it. And they were way more expensive. And what she didn't recognize was they had a huge win because the health system wanted everybody across the board to be trained on the same system. And she focused, we focused on this saying like, hey, here's a big problem. We gotta train all these people and we can't have multiple systems and bop. And she was more expensive.. But when she said from an education standpoint, your people will be checked out easily by your education team, but who's on value analysis now, staff education is on the value analysis because they realize how hard this is from a quality standpoint. So they're like, I mean, she's a good rep. She took this and showed it to somebody, two places, and both places within a week said, Huh. Yeah, we're doing this because they could make a decision, but it synthesized everything they needed and showed them the problem they had. And this was some of their data and that was it.