Wolf&Grayson EditorialMelissa Wildstein has spent her career helping companies turn technically complex products into market successes. As the founder of The Matchstick Group, she brings deep customer empathy and operational precision to help clients exceed growth projections across traditional, digital and healthcare channels. A driving force behind some of the most effective product launches in recent years, particularly in the medical device and diagnostics sectors, Wildstein credits her success to a customer-centric approach. “We’re not in the business of chasing hype,” Wildstein says. “Our job is to make sure customers can buy into our clients’ brilliance with clarity and confidence. That’s where real growth begins.”
Product-Market Fit Starts with Listening
For Wildstein, the foundation of high-impact marketing lies not in the messaging, but in understanding what the customer truly needs. “One of the things that is really important, even before messaging happens, is making sure that you’ve got a great product market fit,” she says. “And the best way to do that is to talk to your customers.” This step is often overlooked, especially in early-stage companies led by engineering or sales teams. Wildstein frequently works with organizations in the medical device and diagnostics space, where innovation tends to be driven by technical teams. “They see an opportunity and start building around a new technology, but they may not always stop to ask whether it’s what the market wants,” she explains.
In one example, a client had invested years into an oncology research product loaded with advanced features. But when they finally tested it with users, the response was underwhelming. Rather than take the easy way out and try to message around the mess, the company actually listened to feedback and adjusted the product accordingly. That decision turned out to be pivotal. “You can’t exceed growth projections unless your product meets the market’s needs,” she says.
Common Pitfalls That Derail Strong Products
Even well-designed products can fail to reach their potential. Wildstein identifies three primary reasons for this: ignoring customer feedback, rationalizing insights away and poor execution. She often sees companies collect feedback but then disregard it. “They’ll say the sample size was too small or the audience wasn’t ideal, so they dismiss comments that could actually spark growth,” she shares. Execution is just as critical. A strong product will fall short if the messaging is unclear or the marketing infrastructure is not in place to support customer acquisition and retention. “If it’s not presented the right way or sold through the right channels, growth may stall,” she says.
Vision, Velocity, Vector: A Proven Framework
To keep clients focused and aligned, Wildstein developed what she calls the “3V framework.” It has become a key part of how The Matchstick Group approaches go-to-market planning, especially for companies entering new markets.
- The first element is vision. “We help clients define what the market will look like in two or three years, and position themselves for success in that future state rather than just reacting to what is happening today.”
- The second is velocity. Wildstein helps teams decide how fast they need to move and where to place their bets. “Most companies face inflection points and limited resources. Should they invest in new clinical data or build a sales team first? We help them figure out what will get them to goal fastest.”
- The third piece is vector. This determines the direction. By understanding which initiatives will generate the greatest long-term impact, companies can focus their efforts more strategically. “These three elements allow us to align strategy with execution and create a path to meaningful growth,” she says.
Embracing Iteration in a Rapidly Evolving Landscape
The pace of innovation, especially in healthcare, is accelerating. Wildstein believes that product marketing must evolve accordingly. Rather than waiting years to deliver a perfect product, she advocates launching a “minimally lovable product” and refining it based on real-world feedback. “Ask the right questions. Do the user experience research. Find out where the stumbling blocks are and then iterate,” she advises. This agile approach helps companies stay competitive while continuously improving the customer experience.
Putting Purpose Over Hype
What sets Wildstein apart is her ability to combine strategic thinking with a grounded understanding of what truly drives growth. While trends may come and go, her focus is always on aligning brand truth with customer needs. “We’re not going to tell every client they need to be on TikTok. For many of our clients in the medical space, that doesn’t even make sense.” Instead, she encourages brands to communicate with clarity and consistency. “Make sure your customers are telling your story with conviction. If you do that regularly and authentically, growth will follow.”
To connect with Melissa Wildstein, visit her on LinkedIn or learn more on her website.
