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You could argue that Avinger should have been a big success by now for a number of reasons: good pedigree; disruptive technology; solid clinical results. And yet, it just had another shake-up and some gut-wrenching personnel cuts. They literally can't even give away their technology.

So let's lay some blame. Where did things go south? Sales and marketing? Engineering? Executive leadership? All three?

Help others, by sharing the things you learned from Avinger's mistakes.