This anaesthetic supplies business was insufficiently profitable. A key cause was that large sums had been spent on the development of ‘high value’ products that were not performing in the market. Nick redesigned the product portfolio with as key element a lower price point for one of the non-performing high value products. The benefits obtained from reduced clinical risk enabled hospitals to reduce the percentage of complications and readmissions, improving patient care while reducing overall cost. This strategy enabled low value, low-priced products with relatively high manufacturing cost to be retired, thus also reducing supply chain complexity and product management overhead.