In 2012-2013, the newly introduced Fragment Analyzer instrument from AATI was an underdog challenging industry giants such as Agilent, Qiagen and Caliper in the arena of DNA/RNA analysis. We knew we had a better product but needed to make potential customers feel comfortable with buying from a relative unknown, so I created the Global Placements sheet to build our credibility in the marketplace.
And when we learned that MIT’s Bio-Micro Center had written a wiki page with a “tale of the tape” platform comparison that favorably reviewed AATI’s Fragment Analyzer vs. a major competitor, I created a single-page summary of MIT’s review that we used as a sales handout.
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