Develop Your Go To Market Strategy for Your Real Customer | Shehla Rooney

Physical therapist turned founder Shehla Rooney (GoKnee) shares how early success selling to clinicians masked a deeper problem and why realizing the patient was the true buyer changed everything.

This podcast focuses on the misfires, mindset shifts, and lessons that reshaped her go-to-market strategy.

If you’ve built something that works but growth still stalled, this episode will feel uncomfortably familiar.

In Part 1 of this conversation, I talk with physical therapist and GoKnee founder Shehla Rooney about how a breakthrough recovery tool and years of hard work were slowed by one fundamental mistake: selling to the wrong audience.

Shehla walks through the early illusion of traction from her professional network, why marketing to PTs and surgeons felt logical (but wasn’t), and how promoting features instead of outcomes missed what patients actually cared about.

She also draws a powerful parallel between bad marketing and bad clinical care, skipping diagnosis and jumping straight to treatment.

Follow Bill:   / founderandcdo  

Contact Bill: https://meshagency.com/lets-connect/

Video Podcast:    / @billschickfcmo  

Audio Podcast: https://www.buzzsprout.com/2380430

Follow Shehla: / shehlarooney