Here we are… 2020. As we approach this new decade with a fresh lens of excitement and rejuvenated ambition for impact, there are a few fundamentals that we should review. Elements we all know are important in our commercial strategy, yet can be abandoned in the hustle of launching a new product, service, or company to market. We should take a moment to reflect on the past decade’s success and challenges specific to the life science industry. Many questions still remain as we progress into the new year—will painful blood draws finally be a thing of the past thanks to Velano Vascular’s needless vascular access device? Or, could cutting edge digital health companies, such as Livongo or Virta Health, eliminate chronic conditions like Type 2 diabetes? Further, many often wonder, will traditional pharmaceutical drugs be replaced by Prescription Digital Therapies (PDT) altogether?