Watch or listen to the interview here: https://www.crowleylawllc.com/podcasts/innovating-healthcare-design-with-tor-alden
Introduction to the Podcast
Philip Crowley: Welcome to the “From Lab to Patient, Garage to Market” podcast with your host, Phil Crowley. In each episode, we discuss professionals serving the tech startup market and the various issues important to those companies. You can find this show on all major platforms, including YouTube, LinkedIn, Facebook, Apple Podcasts, Spotify, and on our website, CrowleyLawLLC.com. Now, here’s your host, Phil Crowley.
Meet Tor Alton: Innovator in Technology
Philip Crowley: Welcome and thanks for tuning in today. I’m delighted to have with me Tor Alton, a distinguished innovator in technology. Tor has been the Global VP for Design and Development at Steripak Group and has over 30 years of experience in industrial design and human factors engineering for technology and medical products. Tor began with an industrial design degree from Syracuse University and later earned a master’s degree in the management of technology from Stevens Institute of Technology. Tor, thank you for joining us today.
Tor Alton: Thanks for having me, Phil. It’s a pleasure to be here.
Tor Alton’s Career Journey
Philip Crowley: Tor, innovators, especially those new to the startup world, often wonder about the background needed and how to get started. Could you share a bit about your background and your career journey?
Tor Alton: Sure, Phil. My story is probably similar to many industrial designers of my generation. I grew up in a mechanical engineering family—my father worked at Johnson & Johnson developing machinery for high-speed bandage manufacturing, and my brother is a mechanical engineer. I was drawn more to the art side and initially pursued architecture. Fortunately, I was placed in a dorm with a roommate who was an industrial designer, which introduced me to the field. I switched to industrial design during my first year of college.
I started my career at AT&T Bell Laboratories during a time of significant technological innovation. I worked on projects like fiber-to-home, medical devices, and video conferencing, and even had one of the first emails. Bell Labs supported my further education in technology management at Stevens.
Later, I joined a user product development firm in Minnesota, where I learned the foundations of user research and quality processes. This experience helped me understand the importance of user needs and research.
Experience with Steripak
Philip Crowley: You eventually became the CEO of a company that was later acquired by Steripak. Can you tell us about your experience there?
Tor Alton: At that time, the technology shift from paper to digital was significant. Many product development firms struggled to adapt. We chose to specialize in medical and healthcare consumer life sciences rather than being a jack-of-all-trades firm. We adopted regulatory standards like ISO 13485 and positioned ourselves as a core product development company for leading medical design firms and innovative startups.
Challenges in Medical Device Design
Philip Crowley: What unique challenges do you face when designing medical devices compared to other technology products?
Tor Alton: Designing medical devices involves dealing with complex, disruptive problems. These products must meet high standards and add real value to healthcare professionals’ work. It’s crucial to understand how the product simplifies tasks and integrates into existing systems. Startups often have a tunnel vision and may not recognize when a pivot is needed. It’s important to step back, evaluate the broader picture, and ensure the product addresses a genuine problem.
Importance of Team Dynamics
Philip Crowley: How does your expertise and the experience of your team help companies make crucial decisions about their product development?
Tor Alton: It depends on the client. I’ve been fortunate to work with smart teams throughout my career. When working with large companies, they usually have well-developed risk mitigation and IP strategies. Startups, however, may not fulfill all risk obligations or understand regulatory barriers. Disruptive technologies can face resistance from established companies. Success often depends on having a collaborative team and a CEO who is open to advice and willing to delegate responsibilities. A multi-talented team and willingness to listen to external expertise can significantly enhance product development.
Philip Crowley: That aligns with a point in my free ebook, “The Top 10 Causes of Failure for Technology Startups and How to Avoid Them.” It emphasizes the importance of having a multi-talented team and being a team player so that the CEO doesn’t have to make all decisions alone and can leverage the expertise within the team.
Crowley Law Firm Overview
Philip Crowley: I’d like to take a moment to introduce our law firm, Crowley Law. We are a boutique firm specializing in helping life sciences and technology entrepreneurs realize their dreams—taking ideas from the lab to the market, enriching lives in the process. As a former physicist, I deeply appreciate the effort involved in discovering and commercializing new ideas. My team and I are dedicated to protecting the interests of founders and inventors throughout this journey. If you are working on a similar path or have an idea you’d like to bring to market, please visit our website, CrowleyLawLLC.com, or email us at [email protected]. We’re here to help.
Factors Leading to Technology Development Issues
Philip Crowley: Tor, getting back to our discussion, you’ve mentioned several success factors for startups. What are some factors that can lead to problems in technology development?
Tor Alden: Developing a technology-driven or medical product involves balancing user and technical requirements, often creating a chicken-and-egg problem. You need to merge the product requirement document with the user requirement document to create a definitive list of features. If these requirements aren’t aligned, you risk scope creep. It’s crucial to have a strong, collaborative team with expertise in mechanical and electrical engineering, software, and healthcare. Meeting FDA regulatory requirements while satisfying environmental needs is also essential. Many companies face issues when their budget can’t support their goals, leading to watered-down results. It’s important to have enough funding to reach each development phase without losing progress.
Additionally, transitioning from design to manufacturing can be challenging, often referred to as the “valley of death.” Many manufacturers are not equipped to handle pilot builds or clinical trials, which necessitates careful planning. At SteriPak, we focus on bridging this gap by ensuring smooth transitions from design to manufacturing.
Managing Human Factors and Team Dynamics
Philip Crowley: Even though you’re dealing with high-tech businesses and skilled engineers, there are many human factors to manage. How did you handle these dynamics as a CEO at HS Design and SteriPak?
Tor Alden: My background in industrial design and technology management helped me address these human factors. Entrepreneurship requires understanding finance, marketing, and human dynamics. Creating a culture where employees feel secure and valued is crucial. If people are fearful about their positions, they may not voice concerns or identify problems. I worked to ensure that issues were communicated upward rather than placing blame. This culture of openness and trust was vital for effective team dynamics, especially in a virtual or multi-location setting.
Proud Achievements
Philip Crowley: Tor, can you share a development you’re most proud of?
Tor Alden: One of my proudest achievements was working on a project for Immunicon, later acquired by Johnson & Johnson. We developed a technology for identifying circulating tumor cells, which required humanizing a highly technical product. We conducted contextual inquiries with doctors and oncologists to adapt the technology for laboratory use. Another significant project involved a digital microscope for cancer slide analysis. The challenge was integrating this technology into existing lab workflows seamlessly. Solving these problems and fitting technology into real-world environments gave me great satisfaction.
Market Research and Success Factors
Philip Crowley: It sounds like a key success factor is thorough market research and understanding the real problems and pain points. Identifying who will pay for the technology and having a solid market plan is crucial. The National Science Foundation’s I-Corps program is a great resource for this purpose.
Tor Alden: I participated in the I-Corps program and found it incredibly valuable. The mandatory interviews with potential users helped build a clear roadmap for the product and highlight real pain points. The lean startup methodology—learn, build, measure, and iterate—is an effective approach to refining products based on real market feedback.
Final Thoughts and Reflections
Philip Crowley: Tor, you’ve demonstrated that success in technology development is more of a marathon than a sprint. If you had to start over, would you change anything?
Tor Alden: I don’t think I would change much. My journey involved being in the right place at the right time and taking advantage of opportunities. In hindsight, things might have moved faster with fewer setbacks, but overall, the journey was rewarding. I feel fortunate that I never felt like I worked a day in my life during intense product development phases. Many people don’t have that experience, so I’m grateful.
Philip Crowley: You’ve worked very hard, and it reminds me of a quote often attributed to Thomas Jefferson: “The harder I work, the luckier I get.” What you might see as luck is likely a result of your dedication.
Conclusion and Farewell
Philip Crowley: Thank you for sharing your insights on technology development. To our viewers, visit our website, CrowleyLawLLC.com, for free resources on issues relevant to technology innovators. If you have any questions, contact us at [email protected]. Thanks for tuning in.
Tor Alden: Thanks for having me.
Philip Crowley: You’ve been listening to the “From Lab to Patient, Garage to Market” podcast with your host, Phil Crowley. You can find this show on YouTube, LinkedIn, Facebook, Apple Podcasts, Spotify, and our website, CrowleyLawLLC.com. If you found this information helpful, please subscribe, like, leave a positive review, and share with others.
