There are words I approach with caution: rationalize, optimize. They matter, but when they become the main focus, the culture and purpose starts to change. The economy works because people and companies exist to solve problems, create value, and contribute to society. Money should be the consequence, not the objective. For a long time, vocation and doing things right came before profit.
In sectors like medical devices, and especially Spine, doing things right is not optional. A surgeon cannot be operating and suddenly be missing an implant or an instrument. Behind every implant set there is a patient, a procedure, and enormous responsibility. That is service. It costs money, even when it goes against a short-sighted view of optimization.
The problem is that many companies not only in spine, in their obsession with monetizing, forget this. Priorities shift: it is no longer about contributing, but about complying and making money faster. Quality drops, passion disappears, and purpose fades.
But there is an uncomfortable truth: excellence is not at odds with economic success. On the contrary. Doing things right builds trust, reputation, and real value. Money arrives as a result —perhaps not as much as you might ambition—not as the goal.
In the end, it is a choice: work for numbers and comfort, or work with purpose. Excellence is not a luxury; it is the only sustainable way to prosper.
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