Stuck in gridlock? Learn how a Fractional CMO can transform misalignment into momentum. https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/
Connect with Bill: https://www.linkedin.com/in/founderandcdo/
Connect with Kata: https://www.linkedin.com/in/katalinszegner/

Biotech product leader Katalin “Kata” Szegner shares how to replace meeting chaos with structure: silent ideation, equal airtime, clear decision ownership, and customer-centric differentiation. We cover ending gridlock, aligning R&D with commercial, and making workshops produce real decisions—not more meetings.

00:00:00 Intro
00:01:57 Meet Kata, Teacher to Project Manager in Biotech
00:02:56 Teaching skills that supercharge product teams
00:08:12 Where misalignment starts (R&D vs. commercial)
00:10:58 Founders vs Customers, Ambition vs Traction, Growth vs. Compliance
00:16:32 Equal voices: silent ideation, dot voting, decision roles
00:26:12 Case: 18-month stall solved in hours by surfacing hidden insight
00:36:32 Workshop setup: boundaries, objectives, timeboxing, decision maker present
00:40:00 How to Set Boundaries
00:42:22 Visual frameworks that unlock clarity (Hot Air Balloon, etc.)
00:46:42 Foundation sprint & customer-centric differentiation
00:50:00 Marketing early: jobs-to-be-done and VOC as strategy, not afterthought
00:52:12 Wrap: courage, cadence, and the value of a neutral facilitator

Today’s guest, Katalin “Kata” Szegner, moved from the biology classroom to leading complex biotech products—and brought the secret with her: it’s not “clarity first,” it’s connection first. Kata shows how misalignment takes hold (founders’ vision vs. feasibility, R&D rigor vs. commercial urgency) and how to replace it with lightweight structure.

We unpack silent ideation to hear the quiet 80%, dot voting to separate ideas from egos, and clear decision ownership so meetings end in movement. Kata shares a vivid example where a team spun for 18 months—until a structured session surfaced the missing technical truth and unlocked a fix in hours.

You’ll get a simple toolkit for workshops that work: set boundaries (phones down, time blocked), publish the objective, assign the decider, and use visual frameworks (e.g., Hot Air Balloon) to make complex tradeoffs tangible. We close on customer-centric differentiation and why marketing must be present from phase zero—not as an afterthought once the science is “done.”

From Gridlock to Go: 3 Alignment Fixes Pros Miss
Equalize the room with silent ideation.
Kick off key discussions heads-down: 60–120 seconds of quiet writing on cards or stickies before anyone speaks. Then de-dupe, group, and dot-vote. This prevents “first-voice contamination,” surfaces the 80% who rarely talk, and gives you a ranked input set to work from.

Put a decider in the room—explicitly.
Name the decision-maker up front and confirm their attendance for the full session. Timebox each segment, finish with a single documented decision, owner, and next step. Set simple guardrails (no laptops/phones, full-day focus) so the group can actually decide, not just discuss.

Do the prework to remove surprises.
Before the workshop, interview stakeholders, map who must be present (and influential absences), list known assumptions, and define success criteria. Bring 1–2 visual frameworks (e.g., Hot-Air Balloon) and a strawman/prototype to test the highest-risk assumption first. This turns the session into validation, not discovery.

Continue your founder’s journey with another episode: https://www.youtube.com/playlist?list=PLibD2fYYaAIISuFLmIXfzrh9_QgB9E2u8

#Biotech #ProductManagement #MedTech