Context before care. Infrastructure before apps.
That distinction shows up everywhere in my work. In the commercial systems that keep performing after the launch energy fades. In the leadership decisions that are invisible until they aren't. In the books that don't celebrate the outcome so much as the grind that made it possible.
I'm VP of Marketing and Commercial Strategy at Wheel, where I lead the commercial motion for healthcare's clinical infrastructure layer. Before that: SVP at TimeDoc Health, VP at NeuroFlow, VP at Medecision, co-founder of KloudSign. Fifteen years of building growth engines in healthtech, mostly in rooms where the work was harder than the slide deck made it look.
I also write. As We Become and Monday Mojo are both about what leadership actually costs, and what it builds in you over time. Two books in, more in progress.
Outside the work, I serve as a Radnor Township Commissioner, Ward 7. It is the most direct version of the same instinct: show up for the thing that compounds, not the thing that trends.
15 years building commercial systems in healthtech. The work is pipeline, positioning, infrastructure, and the GTM architecture that scales without breaking.
As We Become and Monday Mojo. Two books about leadership, identity, and what the grind behind the outcome actually looks like.
Companies, communities, systems. Co-founder, elected official, advisor. The building does not stop when the meeting ends.
Build things worth sustaining. Develop people worth betting on. Monday Mojo · As We Become
Ideas formed in the middle of the work. On infrastructure, context, commercial systems, and what it takes to build something that holds.
The organizations winning with AI aren't the ones with better tools. They're the ones who already knew what they were doing.
ReadMost GTM motion is activity dressed up as direction. The companies that get it right start with a claim they can defend, then build the system around it. Most never make the claim at all.
ReadThe skills that got you the bigger role are the ones most likely to hold you back in it. Scope expands. The instinct to do the work yourself does not shrink on its own.
ReadReal progress in direct-to-patient models requires more than speed. It needs thoughtful infrastructure, clearer standards, and a real focus on trust, access, and quality.
Coming SoonEvery organization has a tell. If the work stalls when you leave the room, you haven't built a system, you've built a dependency. Here's how to tell the difference.
Coming SoonMost positioning work happens in conference rooms. Real positioning happens in conversations with buyers who push back, and most companies never have those conversations before they go to market.
Coming SoonThe tools are ready. The organizations aren't. Bringing clinicians, administrators, and commercial teams along is the actual work, and it requires a different playbook than the one most leaders are running.
Coming SoonIdeal customer profile work is the least sexy and most consequential work in commercial strategy. Most organizations do it once, then quietly stop updating it as the market evolves.
Coming SoonCategory definition in healthtech is not a marketing exercise. It is a binding decision. The frame you claim determines the buyers you reach, the partners who call you, and the company you are allowed to become.
Coming SoonMost people in healthcare are using AI wrong. Treating it like a search engine instead of a thinking partner. Here's what it looks like to build real fluency, written for operators who want to move faster than their peers.
Coming SoonThe healthtech companies that win don't necessarily move the fastest. They move with the most clarity, and that clarity is earned from asking hard questions before the motion is built, not after it fails.
Coming SoonFor healthtech founders, growth-stage operators, and commercial leaders.
"The work of becoming isn't doing more. It's becoming different. That's true for leaders and for companies."
I work with a small number of companies at a time. If you're navigating growth, positioning, or AI-enabled GTM transformation in healthtech. Let's talk.
Let's TalkGreatness doesn't show up fully formed. It's built in the grind. As We Become
What Failure Teaches Us About Leadership and the Grind Behind Greatness
Greatness doesn't show up fully formed.
It's built in the grind.
Most books about leadership celebrate the outcomes. As We Become is about everything that happens before that. Through interconnected stories, Coates takes readers inside the grind behind greatness. The pressure, the compromise, the courage, and the quiet repair.
From late-night data labs and boardrooms to coffee shops and hospital corridors. This is not a how-to guide. It's a mirror. A reflection of the way purpose evolves under pressure, and how true leadership is forged in failure, accountability, and grace.
52 Weeks of Grit, Growth, and Bold, Unapologetic Leadership. Open it every Monday, or when you need to remember who the hell you are.
Order Monday Mojo →Whether you're navigating growth, building a team, or just want to talk strategy, I'm always open to a real conversation.
I'm based outside Philadelphia. I work with a small number of companies and leaders at a time, and I'm deliberate about who I spend time with. If the work sounds interesting, reach out.