Rik Basi

Case study

Aligning a global launch around differentiated customer value

Clarified the customer value that would differentiate ExpiCHO, then aligned R&D, product, sales, regional teams, and leadership around one global launch story.

Executive summary

Business context

ExpiCHO combined meaningful technical advances with multiple potential customer benefits, creating a critical need to determine which value story would lead the global launch.

Commercial challenge

R&D, product, commercial, regional, and leadership teams held different perspectives on which benefits mattered most and how the product should be positioned globally.

Without a shared value story, messaging, sales enablement, and regional activation risked becoming fragmented.

Strategic insight

The launch needed to lead with the customer outcome that created the clearest competitive advantage—not with an undifferentiated catalog of technical features.

Leadership role

Led global go-to-market strategy, positioning, and cross-functional alignment across R&D, product, commercial, regional, and leadership teams.

Outcomes

+40%

Above first-year forecast

Recognized with the Life Sciences Innovation Award.

From customer insight to global activation

Identify the value

  • Engaged customers and commercial teams to understand purchase drivers and unmet needs.
  • Assessed which product benefits were most relevant, differentiated, and commercially credible.
  • Defined the customer outcome that should anchor the global launch story.

Align the organization

  • Clarified the positioning and value proposition.
  • Aligned R&D, product, sales, regional marketing, and leadership around one commercial narrative.
  • Established shared messaging, proof points, priorities, and launch decisions.

Activate globally

  • Developed the global go-to-market and launch strategy.
  • Equipped sales and regional teams with consistent positioning and enablement.
  • Coordinated activation across commercial, marketing, and regional channels.

Capabilities demonstrated

  • Global launch strategy
  • Customer insight
  • Value proposition
  • Executive alignment
  • Cross-functional activation
  • Scientific commercialization
All case studies

Commercial impact

One customer-value story. One aligned global launch.

By translating customer and commercial insight into clear positioning—and aligning teams around the resulting value story—the launch moved from competing internal perspectives to coordinated global execution and first-year performance above forecast. Alignment created leverage because every function and region could activate the same differentiated customer value with greater clarity and consistency.

More selected work

~$18MTurning fragmented commercial execution into a recurring-revenue growth engine+322%Turning an overlooked market signal into a scalable segment strategy+350%Turning technical differentiation into global launch performance

Let’s connect.

Interested in discussing a leadership opportunity, commercial challenge, or strategic growth priority?

Email RikConnect on LinkedIn

Resumes