In health tech, most go-to-market failures don’t happen because of bad products.
They happen because of random acts of execution.
Founders invest millions in technology, talent, and marketing — yet still struggle to create predictable pipeline, repeatable growth, and confidence in execution. What’s missing isn’t effort. It’s flow.

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“WHAT IS FLOW?”

The concept of flow was introduced in the 1970s by Hungarian-American psychologist Mihaly Csikszentmihalyi. He defined flow as a state of deep focus and immersion, where actions feel synchronized, purposeful, and almost effortless.

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In business — and specifically in go-to-market execution — flow creates predictability.

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When teams operate in flow, execution stops feeling chaotic. Decisions are faster. Messaging is clearer. Pipeline builds with intention instead of hope.

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Without systems that allow teams to move together in a synchronized way, flow is impossible — and predictability remains out of reach.

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FLOW, STRATEGIC SPEED, AND THE END OF RANDOM ACTS

In the book What a Unicorn Knows, authors Matthew E. May and Pablo Dominguez describe this idea as strategic speed.

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Strategic speed isn’t about moving faster by working harder.
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It’s about moving further with less effort — the same way fighter pilots, professional cyclists, and race car drivers use aerodynamics and drafting to conserve energy while increasing velocity.
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They understand that resistance slows everything down.
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The same principle applies to health tech go-to-market teams.
When execution is disjointed — inconsistent messaging, unclear ICPs, misaligned handoffs between marketing and sales — friction increases. Energy is wasted. Momentum dies.
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Flow removes resistance.

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THE DAVID VS. GOLIATH LESSON HIDDEN IN FLOW

David didn’t defeat Goliath with brute force.

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He chose five smooth stones, shaped over time by constant, repetitive flow in a brook. Decades of flowing water refined those stones into something aerodynamic, precise, and powerful.
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That’s what flow does inside a company.
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When your systems are shaped by consistency — not turbulent starts and stops — they become lethal against much larger competitors.
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This is how startups and scaling health tech companies slay their Goliaths.

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WHERE TO FOCUS TO CREATE GO-TO-MARKET FLOW

1. Is Your Process Grounded in Your Why?
Flow begins when you shift the focus from what you sell to why you exist — and what truly makes you unique in the market.

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2. Are You Focused on the Right Who?
Clarity around your ideal customer, key influencers, and qualification criteria creates faster pipeline and shorter sales cycles.
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3. Do You Have a Differentiated How?
Flow is created when prospects move naturally from curiosity to conviction through a memorable buying experience.
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4. Does Your Why, Who, and How Create Team Flow?
When these elements align, strategic speed emerges. Predictability follows.

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FLOW CREATES PREDICTABLE GROWTH

Rough stones — systems shaped by chaos and reactive decisions — will never fly straight.

Smooth stones — shaped by consistent flow — create focus, confidence, and results.

If your go-to-market execution feels turbulent, chances are it’s not a talent problem.

It’s more likely a systems problem.

And systems can be fixed.

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If you want to create consistent flow, strategic speed, and predictability in your health tech go-to-market, contact me - Fred Sheffield at fred@fivestonesgrowth.com