In medical sales, innovation often collides head-on with resistance. Clinicians are busy, systems are rigid, workflows are sacred, and "no" becomes the default answer long before anyone fully understands the value you're bringing.

In this episode, Zed Williamson sits down with James Piacentino, CEO and co-founder of Thrive Genetics, whose company combines genetic and behavioral data to proactively identify addiction risk and bring true precision to pain management. He breaks down why most innovations die at the door, how to find opportunity in objections, and why the most powerful fuel for sales success might just be… a well-explained "no."

You'll learn:

How genetic and behavioral insights are reshaping high-risk prescribing decisions
Why clinicians often reject innovation and how to reframe the conversation
The simple mistake startups make that shuts the door on adoption
How James uses objections and "no's" as data, not deterrents
The mindset shift that helps reps find the "white space" others overlook

Whether you're selling a category-defining technology or trying to elevate the way you position your current product, this conversation will sharpen your approach to overcoming resistance and championing solutions that truly change patient care.

Selling Innovation in a World of 'No': Lessons from Thrive Genetics