Yes great product, but it is critical that the framing of how it is viewed by the customers (i.e. surgeons) is got right. The way you sell any product you have to be focused on what advantage do the decision makers get from the product and is it enough to make them switch.
I am not concerned about the product, just the way AXP is going about selling. With luck the new CEO (maybe even the current VP of Sales) will know what needs to be done and gets on with it. If AXP can last long enough then they will get there - it is the short term that is the problem.
What a day for the SP. Up 22%!
Ann: Results of 2018 Annual Meeting of Stockholders, page-78
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