Ryan Roghaar

Ryan Roghaar is the founder of RŌG Health, a commercial readiness and decision-support firm for medtech and medical device companies. He works with CEOs, founders, and commercial leaders who are about to make a big bet — a fundraise, a launch, a partnership, a scale — and need to know whether they are actually ready to make it. The firm helps medtech leaders make sense of high-stakes commercial decisions: surfacing where assumptions have outpaced evidence, where internal optimism has been carrying too much weight, and where structured external judgment can produce a clearer read.

He has spent more than two decades working across industries on the same underlying problem from many angles: how organizations and individuals translate what they have built into something the world will actually receive. That pattern recognition is what RŌG Health is built on, and it is what this book is about, at the scale of one person rather than one company.

Before RŌG Health, he founded and ran R2 for twenty years (2005–2025) as a small creative and brand-strategy firm. Since 2017, he has co-hosted Eggs! The Podcast, a long-form interview show that has spanned nearly 500 episodes. Much of what he has learned about the pattern his latest book, The Lid, describes came into focus across those conversations. He is the publisher of The Path, a weekly business newsletter where the four essays this book grew from first appeared.

He lives in Salt Lake City, Utah, with his wife and their two sons.