In this episode of Disruption/Interruption, KJ sits down with Oleg Kovalev, Chief Marketing Officer at Aspect Health, revealing how his company became the #1 women's hormonal health startup in the USA by disrupting traditional PCOS treatment. Discover how continuous glucose monitoring and lifestyle coaching are helping one in five women manage a condition that doctors have been treating wrong for decades—and how this medical innovation is driving explosive business growth.

Four Key Takeaways:

1. [4:21] PCOS affects 20% of women and is the #1 cause of infertility - Traditional medicine has underdiagnosed and undertreated PCOS for decades, leaving millions of women without proper answers or solutions beyond pills that mask symptoms.
2. [8:33] Managing glucose levels can dramatically reduce PCOS symptoms - Simple lifestyle changes combined with continuous glucose monitoring help women see real-time correlations between their food choices and symptom improvement, leading to exceptional product retention.
3. [17:24] Data-driven positioning beats gut feeling every time - Aspect Health grew 12x in nine months by systematically testing positioning through paid ads and user behavior metrics rather than relying on intuition or assumptions.
4. [24:11] Ask what you should NOT be doing - Focus and intentionality come from eliminating tasks rather than adding them—the critical question every founder and marketer must answer to achieve breakthrough success. 

Quote of the Show (8:00):
"When women go to doctor and they ask questions about PCOS, in most cases they don't get answers to their questions. Often they are given some standard protocol of taking some kind of pills." - Oleg Kovalev

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Ways to connect with Oleg Kovalev

LinkedIn: https://www.linkedin.com/in/alecko/
Company Website: www.aspect-health.com

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