{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Selling Innovation in a World of \u2018No\u2019: Lessons from Thrive Genetics","description":"In medical sales, innovation often collides head-on with resistance. Clinicians are busy, systems are rigid, workflows are sacred, and \u201cno\u201d becomes the default answer long before anyone fully understands the value you\u2019re 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\u2026 a well-explained \u201cno.\u201d You\u2019ll 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 \u201cno\u2019s\u201d as data, not deterrents The mindset shift that helps reps find the \u201cwhite space\u201d others overlook Whether you\u2019re 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. ","author_name":"Medical Sales Accelerator","author_url":"https:\/\/www.medicalsalesaccelerator.com\/","html":"