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#211 | The NUMBER ONE Reason Clinically Proven MedTech Products Still Fail · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  So
• 0:00
  the
• 0:00
  one
• 0:00
  thing
• 0:00
  that
• 0:00
  you're
• 0:01
  gonna
• 0:01
  learn
• 0:01
  on
• 0:01
  today's
• 0:02
  episode
• 0:02
  is
• 0:02
  why
• 0:03
  adoption
• 0:03
  isn't
• 0:04
  won
• 0:04
  at
• 0:04
  launch,
• 0:05
  it's
• 0:05
  engineered
• 0:06
  months
• 0:06
  beforehand.
• 0:08
  Welcome
• 0:08
  to
• 0:08
  Clinician
• 0:09
  to
• 0:09
  CEO,
• 0:10
  the
• 0:10
  podcast
• 0:11
  helping
• 0:11
  clinicians
• 0:12
  simplify
• 0:12
  your
• 0:13
  go-to-market
• 0:13
  strategy
• 0:14
  so
• 0:14
  that
• 0:14
  you
• 0:14
  can
• 0:15
  stop
• 0:15
  guessing
• 0:16
  and
• 0:16
  turn
• 0:16
  your
• 0:17
  working
• 0:17
  prototypes
• 0:18
  into
• 0:18
  international
• 0:19
  MedTech
• 0:19
  businesses.
• 0:20
  I'm
• 0:20
  your
• 0:20
  host,
• 0:21
  Hakeem
• 0:21
  Aade.
• 0:22
  Let's
• 0:23
  get
• 0:23
  started.
• 0:24
  And
• 0:24
  the
• 0:24
  three
• 0:24
  things
• 0:24
  that
• 0:24
  you're
• 0:25
  gonna
• 0:25
  discover
• 0:25
  today
• 0:26
  are,
• 0:26
  number
• 0:27
  one,
• 0:27
  why
• 0:27
  so
• 0:28
  many
• 0:28
  clinically
• 0:28
  proven
• 0:29
  med
• 0:29
  tech
• 0:29
  products
• 0:30
  still
• 0:30
  fail
• 0:30
  commercially.
• 0:31
  Number
• 0:31
  two,
• 0:31
  how
• 0:32
  to
• 0:32
  move
• 0:33
  your
• 0:33
  product
• 0:33
  from
• 0:33
  interesting
• 0:34
  innovation
• 0:35
  to
• 0:35
  essential
• 0:35
  clinical
• 0:36
  practice.
• 0:36
  And
• 0:37
  number
• 0:37
  three,
• 0:37
  the
• 0:37
  trust
• 0:38
  signals
• 0:38
  and
• 0:39
  market
• 0:39
  conditioning
• 0:40
  that
• 0:40
  make
• 0:40
  healthcare
• 0:41
  buyers
• 0:41
  say
• 0:41
  yes.
• 0:42
  So
• 0:42
  today
• 0:43
  we're
• 0:43
  talking
• 0:44
  about
• 0:44
  one
• 0:44
  of
• 0:44
  the
• 0:44
  biggest
• 0:45
  reasons
• 0:45
  great
• 0:46
  med
• 0:46
  tech
• 0:46
  products
• 0:47
  may
• 0:47
  still
• 0:47
  fail,
• 0:47
  and
• 0:48
  we're
• 0:48
  gonna
• 0:48
  be
• 0:48
  focusing
• 0:48
  on
• 0:49
  a
• 0:49
  topic
• 0:49
  that
• 0:49
  I
• 0:49
  haven't
• 0:49
  heard
• 0:50
  many
• 0:50
  people
• 0:51
  discuss,
• 0:51
  and
• 0:51
  that's
• 0:51
  failure
• 0:52
  occurring
• 0:53
  because
• 0:53
  the
• 0:53
  market
• 0:54
  was
• 0:54
  never
• 0:54
  pre-prepared
• 0:55
  to
• 0:55
  adopt
• 0:55
  it.
• 0:56
  And
• 0:56
  joining
• 0:56
  me
• 0:56
  today
• 0:57
  to
• 0:57
  unpick
• 0:57
  this
• 0:57
  topic
• 0:58
  is
• 0:58
  Holly
• 0:58
  Miller,
• 0:59
  founder
• 0:59
  and
• 0:59
  president
• 1:00
  of
• 1:00
  Gray
• 1:00
  Matter
• 1:00
  Marketing,
• 1:01
  where
• 1:01
  she
• 1:02
  helps
• 1:02
  life
• 1:02
  science
• 1:03
  companies
• 1:03
  engineer
• 1:04
  adoption
• 1:04
  by
• 1:05
  turning
• 1:05
  innovative
• 1:05
  products
• 1:06
  from
• 1:06
  nice
• 1:06
  to
• 1:06
  have
• 1:07
  into
• 1:07
  standard
• 1:08
  of
• 1:08
  care
• 1:09
  through
• 1:09
  market
• 1:09
  conditioning,
• 1:10
  behavioral
• 1:10
  science,
• 1:11
  and
• 1:11
  stakeholder
• 1:12
  alignment.
• 1:13
  So
• 1:13
  welcome
• 1:13
  to
• 1:14
  Clinician
• 1:14
  to
• 1:14
  CEO,
• 1:15
  Holly.
• 1:15
  Glad
• 1:15
  you
• 1:15
  could
• 1:15
  join
• 1:16
  us
• 1:16
  today.
• 1:16
  Thank
• 1:16
  you
• 1:16
  so
• 1:17
  much,
• 1:17
  Hakeem,
• 1:17
  for
• 1:17
  inviting
• 1:18
  me
• 1:18
  for
• 1:18
  this
• 1:18
  conversation.
• 1:19
  I'm
• 1:19
  very
• 1:19
  much
• 1:19
  looking
• 1:20
  forward
• 1:20
  to
• 1:20
  it.
• 1:20
  My
• 1:21
  pleasure.
• 1:21
  So
• 1:21
  let's
• 1:22
  jump
• 1:22
  straight
• 1:22
  into
• 1:22
  the
• 1:22
  topic.
• 1:23
  Why
• 1:23
  do
• 1:24
  you
• 1:24
  think
• 1:24
  so
• 1:25
  many
• 1:25
  life
• 1:25
  science
• 1:26
  products,
• 1:27
  and
• 1:27
  their
• 1:27
  launches
• 1:28
  fail
• 1:29
  even
• 1:29
  when
• 1:29
  they
• 1:30
  have
• 1:30
  strong
• 1:31
  evidence?
• 1:31
  Because
• 1:31
  lots
• 1:32
  of
• 1:32
  people
• 1:32
  think,
• 1:32
  "Oh,
• 1:32
  I've
• 1:32
  got
• 1:33
  strong
• 1:33
  evidence.
• 1:33
  Inevitably
• 1:34
  my
• 1:34
  product
• 1:35
  is
• 1:35
  gonna
• 1:35
  be
• 1:35
  a
• 1:35
  success."
• 1:36
  I
• 1:36
  think
• 1:36
  it
• 1:36
  starts
• 1:36
  with
• 1:37
  the
• 1:37
  almost
• 1:37
  I
• 1:38
  call
• 1:38
  it
• 1:38
  the
• 1:38
  product
• 1:38
  adoption
• 1:39
  lie,
• 1:39
  which
• 1:39
  is
• 1:40
  that,
• 1:40
  as
• 1:40
  you
• 1:40
  just
• 1:41
  alluded
• 1:41
  to,
• 1:41
  most
• 1:42
  innovators
• 1:43
  and
• 1:43
  companies
• 1:44
  think,
• 1:44
  I
• 1:44
  have
• 1:44
  a
• 1:44
  better
• 1:45
  product,
• 1:45
  so
• 1:45
  surely
• 1:46
  it
• 1:46
  will
• 1:46
  be
• 1:46
  adopted
• 1:47
  by
• 1:47
  the
• 1:47
  market."
• 1:48
  So
• 1:48
  this
• 1:48
  idea
• 1:49
  of
• 1:49
  adoption
• 1:50
  isn't
• 1:50
  automatic.
• 1:50
  It
• 1:51
  has
• 1:51
  to
• 1:51
  be
• 1:51
  designed.
• 1:52
  And
• 1:52
  I
• 1:52
  think
• 1:52
  that
• 1:52
  the
• 1:53
  simplest
• 1:53
  way
• 1:53
  I
• 1:53
  think
• 1:54
  about
• 1:54
  it
• 1:54
  is
• 1:55
  I
• 1:55
  call
• 1:55
  it
• 1:55
  the
• 1:55
  magic
• 1:55
  triangle,
• 1:56
  which
• 1:56
  is,
• 1:57
  as
• 1:57
  you
• 1:57
  rightly
• 1:58
  pointed
• 1:58
  out,
• 1:58
  most
• 1:58
  people
• 1:59
  really
• 1:59
  focus
• 2:00
  on
• 2:00
  the
• 2:00
  product
• 2:01
  design,
• 2:01
  right?
• 2:01
  How
• 2:02
  do
• 2:02
  we
• 2:02
  essentially
• 2:02
  take
• 2:03
  this
• 2:03
  idea
• 2:04
  and
• 2:04
  manufacture
• 2:05
  it
• 2:05
  so
• 2:05
  we
• 2:05
  can
• 2:05
  sell
• 2:05
  it?
• 2:06
  So
• 2:06
  that's
• 2:06
  the
• 2:06
  product
• 2:07
  design.
• 2:07
  The
• 2:07
  second
• 2:08
  side
• 2:08
  of
• 2:08
  the
• 2:08
  triangle
• 2:08
  is
• 2:09
  what
• 2:09
  we
• 2:09
  call,
• 2:09
  regulatory
• 2:10
  design,
• 2:10
  which
• 2:10
  is,
• 2:11
  of
• 2:11
  course,
• 2:11
  if
• 2:11
  you're
• 2:11
  going
• 2:11
  to
• 2:12
  be
• 2:12
  manufacturing,
• 2:13
  a
• 2:13
  drug
• 2:13
  or
• 2:14
  a
• 2:14
  medical
• 2:14
  device,
• 2:14
  it
• 2:15
  goes
• 2:15
  through
• 2:15
  the
• 2:15
  FDA
• 2:16
  process
• 2:16
  of
• 2:16
  making
• 2:17
  sure
• 2:17
  it's
• 2:17
  safe
• 2:17
  and
• 2:17
  effective,
• 2:18
  and
• 2:18
  they
• 2:18
  think
• 2:18
  that's,
• 2:19
  that
• 2:19
  the
• 2:19
  work
• 2:20
  then
• 2:20
  is
• 2:20
  done.
• 2:20
  We
• 2:20
  can
• 2:20
  just
• 2:21
  sell
• 2:21
  and
• 2:21
  it'll
• 2:21
  be
• 2:21
  adopted.
• 2:22
  The
• 2:22
  third
• 2:22
  side
• 2:23
  of
• 2:23
  the
• 2:23
  triangle,
• 2:24
  though,
• 2:24
  is
• 2:25
  adoption
• 2:25
  design,
• 2:26
  which
• 2:26
  is
• 2:26
  what
• 2:26
  you
• 2:26
  said.
• 2:27
  You
• 2:27
  actually
• 2:27
  have
• 2:28
  to
• 2:28
  teach
• 2:28
  the
• 2:28
  market
• 2:29
  to
• 2:29
  prepare
• 2:30
  the
• 2:30
  market
• 2:30
  for
• 2:30
  why
• 2:31
  the
• 2:31
  current
• 2:31
  standard
• 2:32
  they're
• 2:32
  using
• 2:32
  is
• 2:33
  no
• 2:33
  longer
• 2:33
  adequate,
• 2:34
  and
• 2:34
  they
• 2:34
  need
• 2:34
  to
• 2:34
  reject
• 2:35
  it
• 2:35
  and
• 2:35
  embrace
• 2:36
  something
• 2:36
  new.
• 2:36
  And
• 2:36
  it's
• 2:37
  the
• 2:37
  most
• 2:37
  important
• 2:38
  side
• 2:38
  of
• 2:38
  the
• 2:38
  triangle,
• 2:39
  yet
• 2:39
  it's
• 2:39
  the
• 2:39
  one
• 2:39
  that's
• 2:40
  often
• 2:40
  most
• 2:40
  ignored
• 2:41
  or,
• 2:42
  thought
• 2:42
  of
• 2:42
  too
• 2:42
  late.
• 2:43
  Yeah,
• 2:43
  no,
• 2:43
  it's
• 2:43
  most
• 2:43
  of
• 2:43
  my
• 2:44
  conversations
• 2:44
  I've
• 2:44
  noticed,
• 2:45
  over
• 2:45
  recent
• 2:46
  weeks
• 2:46
  and
• 2:46
  months
• 2:47
  have
• 2:47
  been
• 2:47
  focusing
• 2:48
  on
• 2:48
  this
• 2:48
  area
• 2:49
  and
• 2:49
  actually
• 2:49
  how
• 2:50
  do
• 2:50
  you
• 2:50
  convince
• 2:51
  people
• 2:51
  who
• 2:52
  are
• 2:52
  often
• 2:53
  clinicians
• 2:54
  or
• 2:54
  focused
• 2:54
  on
• 2:54
  the
• 2:54
  product
• 2:55
  to
• 2:55
  really
• 2:55
  realize
• 2:56
  about
• 2:56
  that
• 2:57
  adoption
• 2:57
  and
• 2:57
  that
• 2:57
  actually
• 2:58
  And
• 2:58
  I
• 2:58
  really
• 2:58
  like
• 2:58
  this
• 2:59
  triangle.
• 2:59
  That
• 3:00
  you
• 3:00
  can
• 3:00
  focus
• 3:00
  on
• 3:00
  the
• 3:00
  product
• 3:01
  design
• 3:01
  and
• 3:01
  the
• 3:01
  regulatory
• 3:02
  design,
• 3:02
  and
• 3:02
  that's
• 3:02
  great,
• 3:03
  and
• 3:03
  it
• 3:03
  might
• 3:03
  make
• 3:03
  you
• 3:03
  feel
• 3:03
  good,
• 3:04
  but
• 3:04
  it's
• 3:04
  not
• 3:04
  gonna
• 3:04
  actually
• 3:05
  lead
• 3:05
  to
• 3:05
  adoption.
• 3:05
  So
• 3:06
  when
• 3:06
  you
• 3:06
  talk
• 3:07
  about
• 3:07
  engineering
• 3:08
  adoption,
• 3:08
  'cause
• 3:08
  that's
• 3:08
  what
• 3:08
  we're
• 3:09
  talking
• 3:09
  about
• 3:09
  here,
• 3:09
  is
• 3:10
  focusing
• 3:10
  on
• 3:10
  that
• 3:10
  adoption
• 3:11
  design,
• 3:11
  how
• 3:11
  do
• 3:12
  you
• 3:12
  design
• 3:12
  adoption
• 3:12
  and
• 3:12
  how
• 3:13
  do
• 3:13
  you
• 3:13
  engineer
• 3:13
  adoption?
• 3:14
  What
• 3:14
  does
• 3:14
  that
• 3:14
  actually
• 3:14
  mean?
• 3:15
  You
• 3:15
  said
• 3:15
  this
• 3:15
  a
• 3:15
  second
• 3:15
  ago,
• 3:16
  which
• 3:16
  is
• 3:16
  it's
• 3:16
  a
• 3:16
  very
• 3:17
  scientific,
• 3:18
  data-driven
• 3:19
  space,
• 3:19
  right?
• 3:19
  Yeah.
• 3:19
  And
• 3:20
  I
• 3:20
  think
• 3:20
  most
• 3:21
  companies,
• 3:21
  not,
• 3:22
  they
• 3:22
  understandably
• 3:23
  believe
• 3:23
  if
• 3:23
  I
• 3:23
  just
• 3:23
  give
• 3:24
  them
• 3:24
  enough
• 3:24
  data,
• 3:25
  enough
• 3:25
  science,
• 3:26
  that's
• 3:26
  enough
• 3:26
  to
• 3:27
  convince
• 3:27
  them
• 3:27
  to
• 3:27
  change
• 3:28
  their
• 3:28
  behavior,
• 3:28
  and
• 3:28
  that's
• 3:29
  in
• 3:29
  essence
• 3:30
  what
• 3:30
  you're
• 3:30
  doing.
• 3:30
  You're
• 3:30
  asking
• 3:31
  your
• 3:31
  audience,
• 3:32
  whether
• 3:32
  it's
• 3:32
  a,
• 3:33
  a
• 3:33
  surgeon,
• 3:33
  a
• 3:34
  nurse,
• 3:34
  a
• 3:34
  hospital
• 3:35
  administrator,
• 3:35
  you're
• 3:35
  asking
• 3:36
  them
• 3:36
  to
• 3:36
  change
• 3:36
  their
• 3:36
  behavior.
• 3:37
  And
• 3:37
  I
• 3:37
  have
• 3:37
  two
• 3:38
  teenage
• 3:38
  boys,
• 3:39
  so
• 3:39
  I
• 3:39
  can
• 3:39
  tell
• 3:39
  you
• 3:40
  a
• 3:40
  teenage
• 3:40
  brain
• 3:41
  works
• 3:41
  the
• 3:42
  same
• 3:42
  as
• 3:42
  a
• 3:42
  rocket
• 3:42
  scientist's.
• 3:43
  It's
• 3:43
  human
• 3:44
  behavior.
• 3:45
  And,
• 3:45
  I
• 3:45
  think
• 3:46
  what's
• 3:46
  fascinating
• 3:47
  is
• 3:47
  that
• 3:47
  when
• 3:48
  you
• 3:48
  uncover
• 3:49
  what
• 3:49
  actually
• 3:49
  makes
• 3:50
  people
• 3:50
  change
• 3:50
  their
• 3:50
  behavior,
• 3:51
  it's
• 3:51
  actually
• 3:51
  quite
• 3:52
  simple.
• 3:52
  People
• 3:53
  just,
• 3:53
  again,
• 3:53
  default
• 3:54
  to
• 3:54
  the
• 3:54
  science.
• 3:55
  And
• 3:55
  so
• 3:55
  I
• 3:55
  call
• 3:56
  it
• 3:56
  belief
• 3:56
  engineering,
• 3:57
  but
• 3:57
  it's
• 3:57
  as
• 3:57
  simple
• 3:58
  as
• 3:58
  teaching
• 3:59
  the
• 3:59
  market
• 3:59
  that
• 3:59
  the
• 4:00
  current
• 4:00
  way
• 4:01
  is
• 4:01
  no
• 4:01
  longer
• 4:02
  acceptable.
• 4:02
  And
• 4:03
  what
• 4:03
  I
• 4:03
  mean
• 4:03
  by
• 4:04
  that
• 4:04
  is
• 4:04
  that
• 4:05
  science
• 4:06
  and
• 4:06
  medicine
• 4:07
  is
• 4:07
  designed
• 4:08
  to
• 4:08
  be
• 4:08
  safe.
• 4:09
  It's
• 4:09
  designed
• 4:10
  to
• 4:10
  be
• 4:10
  predictive.
• 4:11
  It's
• 4:11
  designed
• 4:11
  to
• 4:12
  be
• 4:12
  essentially
• 4:13
  no
• 4:13
  surprises.
• 4:14
  And
• 4:15
  so
• 4:15
  There
• 4:15
  are
• 4:15
  medical
• 4:16
  guidelines,
• 4:17
  there's
• 4:17
  reimbursements,
• 4:18
  there
• 4:18
  are
• 4:18
  committees,
• 4:19
  and
• 4:19
  they're
• 4:19
  essentially
• 4:20
  defaulting
• 4:21
  to
• 4:21
  the
• 4:21
  safe
• 4:22
  standard.
• 4:23
  And
• 4:23
  so
• 4:23
  if
• 4:23
  you
• 4:23
  waltz
• 4:24
  in
• 4:24
  and
• 4:24
  you
• 4:25
  try
• 4:25
  to
• 4:25
  get
• 4:25
  them
• 4:25
  to
• 4:26
  do
• 4:26
  something
• 4:26
  different,
• 4:27
  you're
• 4:27
  met
• 4:27
  with
• 4:27
  resistance.
• 4:28
  And
• 4:28
  it,
• 4:29
  again,
• 4:29
  doesn't
• 4:29
  matter
• 4:30
  how
• 4:30
  much
• 4:30
  evidence
• 4:31
  you
• 4:31
  bring
• 4:31
  to
• 4:31
  them,
• 4:32
  again,
• 4:32
  whether
• 4:32
  you're,
• 4:33
  a
• 4:33
  brain
• 4:33
  surgeon
• 4:34
  or
• 4:34
  a
• 4:34
  teenager,
• 4:35
  the
• 4:35
  brain
• 4:36
  works
• 4:36
  the
• 4:36
  same.
• 4:37
  And
• 4:37
  until
• 4:37
  you
• 4:37
  convince
• 4:38
  the
• 4:38
  brain
• 4:39
  to
• 4:39
  change,
• 4:40
  then
• 4:40
  it
• 4:40
  will
• 4:40
  just
• 4:41
  default
• 4:41
  to
• 4:41
  what
• 4:41
  is
• 4:42
  safe
• 4:42
  and
• 4:42
  known
• 4:43
  and
• 4:43
  comfortable,
• 4:44
  frankly.
• 4:44
  Yeah,
• 4:45
  so
• 4:45
  that
• 4:45
  leads
• 4:45
  us
• 4:46
  very
• 4:46
  nicely
• 4:46
  onto
• 4:46
  the
• 4:46
  question,
• 4:47
  how
• 4:47
  do
• 4:47
  you
• 4:47
  change
• 4:47
  the
• 4:48
  brain
• 4:48
  to
• 4:48
  actually
• 4:48
  accept
• 4:49
  the
• 4:49
  information
• 4:50
  that
• 4:50
  actually
• 4:50
  they
• 4:50
  need
• 4:50
  to
• 4:51
  change?
• 4:51
  I
• 4:52
  think
• 4:52
  about
• 4:52
  it
• 4:52
  as,
• 4:53
  our
• 4:53
  brains
• 4:54
  use
• 4:54
  containers
• 4:55
  to
• 4:55
  simplify
• 4:56
  how
• 4:57
  we
• 4:57
  make
• 4:57
  decisions.
• 4:58
  And
• 4:58
  so
• 4:58
  there's
• 4:58
  a
• 4:59
  famous
• 4:59
  restaurant
• 5:00
  in
• 5:00
  the
• 5:00
  United
• 5:01
  States
• 5:01
  called
• 5:01
  The
• 5:01
  Cheesecake
• 5:02
  Factory,
• 5:02
  and
• 5:02
  it
• 5:03
  has
• 5:03
  almost
• 5:03
  like
• 5:04
  an
• 5:04
  encyclopedia
• 5:05
  menu.
• 5:05
  You
• 5:06
  give
• 5:06
  it
• 5:06
  to
• 5:06
  you,
• 5:06
  and
• 5:07
  you
• 5:07
  can
• 5:07
  have
• 5:07
  anything
• 5:08
  you
• 5:08
  wanted
• 5:08
  in
• 5:08
  the
• 5:08
  world
• 5:09
  practically.
• 5:09
  But
• 5:10
  most
• 5:10
  of
• 5:10
  us
• 5:10
  will
• 5:10
  say
• 5:11
  something
• 5:11
  to
• 5:11
  the
• 5:11
  waiter
• 5:11
  like,
• 5:12
  What's
• 5:12
  your
• 5:12
  favorite?
• 5:13
  What
• 5:13
  do
• 5:13
  you
• 5:13
  recommend?"
• 5:13
  Ah.
• 5:13
  It's
• 5:14
  because
• 5:14
  we
• 5:14
  actually
• 5:15
  want
• 5:15
  shortcuts,
• 5:15
  and
• 5:16
  our
• 5:16
  brains-
• 5:16
  Yeah
• 5:16
  work
• 5:16
  the
• 5:16
  same
• 5:17
  when
• 5:17
  it
• 5:17
  comes
• 5:17
  in
• 5:17
  healthcare.
• 5:18
  And
• 5:18
  so
• 5:19
  what
• 5:19
  happens
• 5:19
  then
• 5:20
  is
• 5:20
  your
• 5:20
  brain
• 5:21
  is
• 5:21
  asking,
• 5:21
  when
• 5:22
  it's
• 5:22
  given
• 5:22
  a
• 5:22
  choice,
• 5:23
  it
• 5:23
  puts
• 5:23
  anything
• 5:24
  that
• 5:24
  you
• 5:24
  present
• 5:25
  it
• 5:25
  with
• 5:25
  into
• 5:25
  one
• 5:26
  of
• 5:26
  three
• 5:26
  buckets:
• 5:27
  must-have,
• 5:27
  nice-to-have,
• 5:28
  or
• 5:29
  not
• 5:29
  interested,
• 5:29
  not
• 5:30
  important.
• 5:30
  And
• 5:31
  surprisingly,
• 5:31
  the
• 5:32
  more
• 5:32
  options
• 5:33
  we
• 5:33
  have,
• 5:33
  the
• 5:34
  more
• 5:34
  we
• 5:34
  default
• 5:35
  to
• 5:35
  what
• 5:35
  we
• 5:35
  know.
• 5:35
  And
• 5:36
  so
• 5:36
  you
• 5:36
  have
• 5:36
  to
• 5:37
  essentially
• 5:37
  find
• 5:38
  a
• 5:38
  reason
• 5:39
  to
• 5:39
  become
• 5:39
  a
• 5:40
  must-have
• 5:41
  to
• 5:41
  your
• 5:41
  audience.
• 5:42
  And
• 5:42
  unfortunately,
• 5:43
  many
• 5:43
  innovations
• 5:44
  that
• 5:44
  come
• 5:44
  to
• 5:45
  market
• 5:45
  really
• 5:46
  belong
• 5:46
  in
• 5:47
  the
• 5:47
  nice-to-have
• 5:47
  bucket.
• 5:48
  Even
• 5:48
  though
• 5:48
  you
• 5:49
  think
• 5:49
  it's
• 5:49
  the
• 5:49
  most
• 5:50
  amazing,
• 5:50
  innovative,
• 5:51
  product
• 5:51
  in
• 5:51
  the
• 5:51
  world,
• 5:52
  but
• 5:52
  to
• 5:52
  the
• 5:52
  buyer,
• 5:53
  to
• 5:53
  the
• 5:53
  user
• 5:53
  To
• 5:54
  them,
• 5:54
  it's
• 5:54
  just
• 5:54
  a
• 5:54
  nice-to-have.
• 5:55
  And
• 5:55
  so
• 5:55
  we
• 5:56
  offer
• 5:56
  our
• 5:57
  clients
• 5:57
  a
• 5:58
  framework
• 5:58
  to
• 5:58
  help
• 5:59
  them
• 5:59
  go
• 5:59
  through
• 5:59
  this
• 6:00
  exercise
• 6:00
  to,
• 6:01
  reframe
• 6:02
  your
• 6:02
  product
• 6:03
  in
• 6:03
  a
• 6:03
  way
• 6:04
  so
• 6:04
  that
• 6:04
  the
• 6:04
  right
• 6:05
  audience
• 6:05
  will
• 6:05
  recognize,
• 6:06
  I
• 6:06
  must
• 6:06
  have
• 6:07
  this.
• 6:07
  There's
• 6:07
  no
• 6:08
  substitute
• 6:08
  for
• 6:08
  this."
• 6:09
  Okay.
• 6:09
  So
• 6:09
  just
• 6:10
  before
• 6:10
  we
• 6:10
  go
• 6:10
  on,
• 6:10
  so
• 6:10
  when
• 6:10
  you
• 6:11
  Just
• 6:11
  to
• 6:11
  clarify,
• 6:12
  when
• 6:12
  you
• 6:12
  said
• 6:12
  the
• 6:12
  more
• 6:13
  choices
• 6:13
  you
• 6:13
  have,
• 6:14
  are
• 6:14
  you
• 6:14
  saying
• 6:14
  the
• 6:14
  more
• 6:15
  choices
• 6:15
  you
• 6:15
  have,
• 6:15
  you're
• 6:15
  most
• 6:16
  likely
• 6:16
  to
• 6:16
  be
• 6:16
  in
• 6:16
  the
• 6:17
  not
• 6:17
  interested
• 6:18
  category?
• 6:18
  Yeah.
• 6:19
  Okay.
• 6:19
  The
• 6:19
  more
• 6:19
  choices,
• 6:20
  you
• 6:20
  end
• 6:21
  up
• 6:21
  defaulting
• 6:22
  to
• 6:22
  what
• 6:22
  you
• 6:22
  already
• 6:22
  know.
• 6:23
  So
• 6:23
  if
• 6:23
  I
• 6:23
  love
• 6:23
  spaghetti,
• 6:24
  and
• 6:24
  there's
• 6:24
  8,000
• 6:25
  things
• 6:25
  on
• 6:25
  the
• 6:26
  menu,
• 6:26
  I'm
• 6:26
  just
• 6:27
  gonna
• 6:27
  say,
• 6:27
  "You
• 6:27
  know
• 6:27
  what?
• 6:28
  I
• 6:28
  like
• 6:28
  spaghetti.
• 6:28
  I'm
• 6:29
  just
• 6:29
  gonna
• 6:29
  go
• 6:29
  with
• 6:29
  the
• 6:29
  spaghetti."
• 6:30
  So
• 6:30
  you
• 6:30
  default
• 6:31
  to
• 6:31
  what
• 6:31
  you
• 6:31
  already
• 6:32
  know
• 6:32
  and
• 6:32
  what
• 6:32
  you're
• 6:32
  already
• 6:33
  comfortable
• 6:33
  with
• 6:33
  instead
• 6:34
  of
• 6:34
  trying
• 6:34
  something
• 6:35
  different.
• 6:35
  So
• 6:36
  I'm
• 6:36
  assuming,
• 6:36
  and
• 6:36
  we'll
• 6:37
  get
• 6:37
  into
• 6:37
  the
• 6:37
  framework
• 6:37
  in
• 6:37
  a
• 6:37
  minute,
• 6:38
  I'm
• 6:38
  assuming
• 6:38
  that
• 6:39
  what
• 6:39
  you're
• 6:39
  trying
• 6:39
  to
• 6:40
  do
• 6:40
  is
• 6:40
  reduce
• 6:41
  the
• 6:41
  options,
• 6:42
  which
• 6:42
  then
• 6:42
  force
• 6:43
  basically
• 6:44
  somebody
• 6:44
  into
• 6:45
  a
• 6:45
  decision
• 6:45
  that
• 6:45
  actually
• 6:45
  I
• 6:45
  must
• 6:46
  have
• 6:46
  this.
• 6:46
  Yes.
• 6:46
  And
• 6:47
  so
• 6:47
  my
• 6:47
  first
• 6:48
  big
• 6:48
  girl
• 6:48
  job,
• 6:49
  I
• 6:49
  was
• 6:49
  working
• 6:49
  in
• 6:49
  advertising
• 6:50
  in
• 6:50
  New
• 6:50
  York
• 6:50
  City,
• 6:51
  and
• 6:51
  I
• 6:51
  happened
• 6:51
  to
• 6:51
  be
• 6:51
  working,
• 6:52
  for
• 6:53
  a
• 6:53
  tobacco
• 6:53
  The
• 6:53
  client
• 6:54
  was
• 6:54
  a
• 6:54
  tobacco
• 6:54
  company.
• 6:55
  And
• 6:55
  so
• 6:55
  they
• 6:55
  were
• 6:55
  selling
• 6:56
  cigarettes
• 6:56
  literally.
• 6:57
  And
• 6:57
  what
• 6:57
  I
• 6:58
  found
• 6:58
  was
• 6:59
  that
• 7:00
  there
• 7:00
  are
• 7:00
  lots
• 7:00
  of
• 7:00
  cigarette
• 7:01
  options
• 7:01
  out
• 7:01
  there,
• 7:01
  correct?
• 7:02
  And
• 7:03
  you
• 7:03
  got
• 7:04
  market
• 7:04
  share
• 7:04
  by
• 7:04
  trying
• 7:05
  to
• 7:05
  spend
• 7:05
  more
• 7:05
  money,
• 7:06
  right?
• 7:06
  Just
• 7:06
  trying
• 7:06
  to
• 7:06
  be
• 7:07
  louder,
• 7:07
  more
• 7:08
  advertising,
• 7:09
  offer
• 7:09
  discounts,
• 7:10
  what
• 7:10
  have
• 7:10
  you.
• 7:11
  But
• 7:11
  at
• 7:11
  the
• 7:12
  end
• 7:12
  of
• 7:12
  the
• 7:12
  day,
• 7:13
  the
• 7:13
  consumer
• 7:14
  might
• 7:14
  have
• 7:14
  a
• 7:14
  preference
• 7:15
  for
• 7:15
  a
• 7:15
  certain
• 7:16
  brand
• 7:16
  of
• 7:16
  cigarettes,
• 7:17
  Camel,
• 7:17
  Marlboro,
• 7:18
  what
• 7:18
  have
• 7:18
  you,
• 7:19
  but
• 7:19
  if
• 7:19
  I
• 7:19
  just
• 7:20
  am
• 7:20
  sit-
• 7:20
  walking
• 7:20
  outside
• 7:21
  at,
• 7:21
  a
• 7:21
  pub
• 7:21
  with
• 7:22
  my
• 7:22
  friends
• 7:22
  and
• 7:22
  I
• 7:22
  wanna
• 7:23
  have
• 7:23
  a
• 7:23
  cigarette
• 7:23
  and
• 7:23
  I'm
• 7:24
  gonna
• 7:24
  bum
• 7:24
  off
• 7:24
  a
• 7:24
  cigarette,
• 7:25
  I
• 7:25
  don't
• 7:25
  say,
• 7:25
  "Do
• 7:26
  you
• 7:26
  have
• 7:26
  a
• 7:26
  Camel
• 7:27
  cigarette
• 7:27
  I
• 7:27
  could
• 7:27
  bum
• 7:28
  off
• 7:28
  you?"
• 7:28
  You
• 7:28
  just
• 7:28
  say,
• 7:29
  "Do
• 7:29
  you
• 7:29
  have
• 7:29
  a
• 7:29
  cigarette?"
• 7:29
  They
• 7:29
  give
• 7:30
  it
• 7:30
  to
• 7:30
  you.
• 7:30
  You
• 7:30
  smoke
• 7:30
  it.
• 7:30
  You're
• 7:31
  quite
• 7:31
  agnostic
• 7:32
  about
• 7:32
  the
• 7:32
  brand
• 7:33
  when
• 7:33
  it
• 7:33
  comes-
• 7:33
  Yeah
• 7:34
  comes
• 7:34
  to
• 7:34
  fruition.
• 7:35
  And
• 7:35
  so
• 7:35
  the
• 7:35
  idea
• 7:36
  is
• 7:37
  what
• 7:37
  problem
• 7:38
  can
• 7:38
  you
• 7:38
  solve
• 7:39
  that
• 7:39
  they
• 7:39
  can
• 7:40
  only
• 7:40
  reach
• 7:41
  for
• 7:41
  your
• 7:41
  solution?
• 7:42
  And
• 7:42
  it's
• 7:42
  this
• 7:42
  idea
• 7:43
  of
• 7:44
  at
• 7:44
  the
• 7:44
  end
• 7:44
  of
• 7:44
  the
• 7:44
  day,
• 7:45
  a
• 7:45
  lot
• 7:45
  of
• 7:46
  products
• 7:46
  are
• 7:46
  somewhat
• 7:46
  interchangeable.
• 7:47
  And
• 7:48
  so
• 7:48
  the
• 7:48
  truth
• 7:49
  is
• 7:49
  in
• 7:49
  order
• 7:50
  to
• 7:50
  really
• 7:50
  become
• 7:51
  a
• 7:51
  must-have,
• 7:52
  you
• 7:52
  have
• 7:52
  to
• 7:52
  be
• 7:52
  the
• 7:52
  only
• 7:53
  solution
• 7:54
  to
• 7:54
  that
• 7:54
  problem.
• 7:55
  But
• 7:55
  it
• 7:55
  has
• 7:55
  to
• 7:55
  be
• 7:56
  a
• 7:56
  solution
• 7:56
  to
• 7:56
  a
• 7:56
  specific
• 7:57
  problem,
• 7:57
  isn't
• 7:57
  it?
• 7:58
  As
• 7:58
  opposed
• 7:58
  to
• 7:58
  being
• 7:59
  a
• 7:59
  cure-all
• 7:59
  for
• 7:59
  everything
• 8:00
  because
• 8:00
  you're
• 8:00
  gonna
• 8:00
  then
• 8:01
  have
• 8:01
  different
• 8:01
  options,
• 8:02
  or
• 8:02
  just
• 8:02
  being
• 8:03
  a
• 8:03
  me
• 8:03
  too.
• 8:03
  So
• 8:04
  what
• 8:04
  you're
• 8:04
  saying
• 8:04
  is
• 8:05
  you
• 8:05
  need
• 8:05
  to
• 8:05
  be
• 8:06
  a
• 8:06
  unique
• 8:07
  solution
• 8:07
  to
• 8:08
  a
• 8:08
  specific
• 8:08
  problem
• 8:09
  so
• 8:09
  that
• 8:09
  you
• 8:09
  actually
• 8:10
  do-
• 8:10
  A
• 8:10
  specific
• 8:10
  problem-
• 8:10
  Yeah
• 8:11
  that
• 8:11
  a
• 8:11
  specific
• 8:11
  audience
• 8:12
  has.
• 8:12
  And
• 8:12
  so
• 8:12
  to
• 8:13
  your
• 8:13
  point-
• 8:13
  Yes
• 8:13
  if
• 8:14
  you're
• 8:14
  for
• 8:14
  everyone,
• 8:14
  you're
• 8:15
  for
• 8:15
  nobody.
• 8:15
  I
• 8:15
  know
• 8:16
  you
• 8:16
  know
• 8:16
  this.
• 8:17
  And
• 8:17
  it's
• 8:17
  the
• 8:17
  same
• 8:18
  token
• 8:18
  of
• 8:19
  specificity
• 8:20
  matters.
• 8:20
  So
• 8:21
  for
• 8:21
  instance,
• 8:22
  the
• 8:22
  example
• 8:22
  I
• 8:22
  give
• 8:23
  is,
• 8:23
  I
• 8:24
  tend
• 8:24
  to
• 8:24
  fly
• 8:24
  a
• 8:24
  lot
• 8:24
  on
• 8:24
  airplanes.
• 8:25
  And
• 8:26
  if
• 8:26
  I'm
• 8:27
  a
• 8:27
  CEO
• 8:27
  and
• 8:27
  I
• 8:28
  must
• 8:28
  get
• 8:28
  from
• 8:28
  San
• 8:28
  Francisco
• 8:29
  to
• 8:29
  Chicago
• 8:30
  for
• 8:30
  a
• 8:30
  very
• 8:31
  important,
• 8:31
  meeting
• 8:32
  or
• 8:32
  conference,
• 8:33
  and
• 8:34
  I
• 8:34
  am
• 8:34
  late
• 8:35
  booking
• 8:35
  my
• 8:35
  ticket
• 8:36
  and
• 8:36
  I
• 8:36
  only
• 8:36
  have
• 8:37
  a,
• 8:37
  an,
• 8:37
  a
• 8:37
  center
• 8:38
  seat
• 8:38
  available,
• 8:39
  I'm
• 8:39
  not
• 8:39
  thrilled.
• 8:40
  It's
• 8:40
  an
• 8:40
  inconvenience,
• 8:41
  but
• 8:41
  I
• 8:41
  just,
• 8:42
  my
• 8:42
  number
• 8:42
  one
• 8:42
  priority
• 8:43
  is
• 8:43
  to
• 8:43
  get
• 8:43
  to
• 8:43
  Chicago.
• 8:44
  Yep.
• 8:44
  If
• 8:44
  you
• 8:44
  delight
• 8:45
  me
• 8:45
  though,
• 8:45
  and
• 8:46
  you
• 8:46
  give
• 8:46
  me
• 8:46
  an
• 8:46
  upgrade
• 8:47
  to
• 8:47
  business
• 8:47
  class,
• 8:48
  that's
• 8:48
  fantastic,
• 8:49
  right?
• 8:49
  But
• 8:49
  if
• 8:49
  you
• 8:49
  cancel
• 8:50
  my
• 8:50
  flight
• 8:51
  and
• 8:51
  I
• 8:51
  cannot
• 8:51
  get
• 8:51
  to
• 8:51
  Chicago,
• 8:52
  it
• 8:52
  does
• 8:53
  not
• 8:53
  make
• 8:53
  any
• 8:53
  difference
• 8:54
  that
• 8:54
  you
• 8:54
  gave
• 8:54
  me
• 8:55
  the
• 8:55
  upgrade.
• 8:55
  Yeah.
• 8:55
  And
• 8:55
  if
• 8:55
  you
• 8:55
  cancel
• 8:56
  my
• 8:56
  flight
• 8:56
  enough
• 8:57
  times,
• 8:57
  I'm
• 8:57
  going
• 8:57
  to
• 8:58
  stop
• 8:58
  flying
• 8:58
  United
• 8:58
  Airlines
• 8:59
  and
• 8:59
  I'm
• 8:59
  going
• 8:59
  to
• 9:00
  change
• 9:00
  to
• 9:00
  Delta.
• 9:00
  That's
• 9:01
  what
• 9:01
  actually
• 9:01
  drives
• 9:01
  loyalty,
• 9:02
  is
• 9:02
  that
• 9:02
  you
• 9:02
  can
• 9:02
  get
• 9:03
  me
• 9:03
  to
• 9:03
  my
• 9:03
  fli-
• 9:03
  to
• 9:03
  my
• 9:04
  destination
• 9:04
  on
• 9:04
  time.
• 9:05
  But
• 9:05
  if
• 9:05
  I'm
• 9:05
  a
• 9:05
  college
• 9:06
  student
• 9:07
  and
• 9:07
  you
• 9:07
  cancel
• 9:07
  my
• 9:07
  flight
• 9:07
  and
• 9:08
  you
• 9:08
  give
• 9:08
  me
• 9:08
  a
• 9:08
  voucher
• 9:08
  for
• 9:09
  $500
• 9:10
  for
• 9:10
  free,
• 9:10
  another
• 9:10
  free
• 9:11
  ticket,
• 9:11
  I
• 9:11
  might
• 9:11
  think,
• 9:12
  "I
• 9:12
  love
• 9:12
  United.
• 9:12
  They're
• 9:12
  never
• 9:13
  gonna
• 9:13
  change."
• 9:13
  And
• 9:14
  so
• 9:14
  having
• 9:15
  that
• 9:15
  specificity
• 9:16
  of
• 9:16
  the
• 9:16
  audience
• 9:17
  and
• 9:17
  the
• 9:17
  specificity
• 9:18
  of
• 9:18
  the
• 9:18
  problem
• 9:19
  that
• 9:19
  you
• 9:19
  solve
• 9:19
  is
• 9:20
  of
• 9:20
  paramount
• 9:21
  importance.
• 9:21
  Okay.
• 9:22
  So
• 9:22
  I
• 9:22
  wanna
• 9:22
  get
• 9:23
  into
• 9:23
  that
• 9:23
  in
• 9:23
  a
• 9:23
  bit
• 9:24
  more
• 9:24
  detail
• 9:24
  in
• 9:25
  a
• 9:25
  second,
• 9:25
  but
• 9:25
  I'm
• 9:25
  just
• 9:26
  curious.
• 9:26
  So
• 9:26
  if
• 9:27
  you've
• 9:27
  already
• 9:28
  got
• 9:28
  a
• 9:28
  product,
• 9:29
  so
• 9:29
  you've
• 9:29
  developed
• 9:29
  a
• 9:29
  product
• 9:29
  and
• 9:30
  this
• 9:30
  is
• 9:30
  the
• 9:30
  standard
• 9:30
  thing,
• 9:30
  isn't
• 9:31
  it?
• 9:31
  I'm
• 9:31
  a
• 9:31
  clinician,
• 9:31
  for
• 9:31
  example,
• 9:32
  and
• 9:32
  I've
• 9:33
  got
• 9:33
  a
• 9:33
  problem,
• 9:33
  so
• 9:34
  I
• 9:34
  produce
• 9:34
  a
• 9:34
  product.
• 9:35
  I
• 9:35
  then
• 9:35
  speak
• 9:35
  to
• 9:35
  a
• 9:35
  few
• 9:36
  friend
• 9:36
  of
• 9:36
  mine
• 9:36
  who
• 9:37
  are
• 9:37
  also
• 9:37
  clinicians,
• 9:37
  they've
• 9:37
  got
• 9:37
  a
• 9:37
  similar
• 9:38
  problem.
• 9:38
  They
• 9:38
  say,
• 9:38
  "Oh,
• 9:38
  this
• 9:39
  is
• 9:39
  brilliant,
• 9:39
  fantastic."
• 9:39
  They
• 9:40
  haven't
• 9:40
  said
• 9:40
  they're
• 9:40
  gonna
• 9:40
  buy
• 9:40
  it,
• 9:41
  but
• 9:41
  they'll
• 9:41
  say
• 9:41
  it's
• 9:41
  fantastic.
• 9:41
  So
• 9:42
  you
• 9:42
  then
• 9:42
  develop
• 9:42
  that.
• 9:43
  So
• 9:43
  how
• 9:43
  do
• 9:43
  you
• 9:44
  help
• 9:44
  people
• 9:44
  who
• 9:45
  have
• 9:45
  gone
• 9:45
  down
• 9:45
  that
• 9:45
  route
• 9:46
  so
• 9:46
  that
• 9:46
  the
• 9:46
  problem,
• 9:47
  it
• 9:47
  might
• 9:47
  not
• 9:47
  be
• 9:47
  a
• 9:47
  priority,
• 9:48
  but
• 9:48
  it's
• 9:48
  a
• 9:48
  problem,
• 9:48
  how
• 9:49
  do
• 9:49
  you
• 9:49
  get
• 9:49
  them
• 9:49
  from
• 9:50
  that
• 9:50
  situation
• 9:50
  to
• 9:51
  a
• 9:51
  nice...
• 9:51
  Because
• 9:51
  they've
• 9:51
  not
• 9:51
  then
• 9:52
  devel-
• 9:52
  'Cause
• 9:52
  I
• 9:52
  can
• 9:55
  understand
• 9:55
  what
• 9:55
  you're
• 9:55
  talking
• 9:55
  about
• 9:55
  is
• 9:55
  that's
• 9:55
  how
• 9:55
  you
• 9:55
  should
• 9:55
  develop
• 9:55
  a
• 9:55
  product
• 9:56
  in
• 9:56
  the
• 9:56
  first
• 9:56
  place.
• 9:56
  But
• 9:57
  lots
• 9:57
  of
• 9:57
  people
• 9:57
  have
• 9:57
  already
• 9:58
  developed
• 9:58
  the
• 9:58
  product
• 9:59
  and
• 9:59
  they're
• 9:59
  there
• 10:00
  with
• 10:00
  the
• 10:00
  product
• 10:00
  and
• 10:00
  "Oh,
• 10:01
  it's
• 10:01
  not
• 10:01
  selling."
• 10:01
  Why
• 10:02
  not?
• 10:02
  How
• 10:02
  do
• 10:02
  you
• 10:02
  then
• 10:02
  move
• 10:03
  them
• 10:03
  on?
• 10:03
  It's
• 10:03
  a
• 10:03
  great
• 10:04
  question
• 10:04
  because
• 10:04
  I
• 10:04
  think
• 10:05
  to
• 10:05
  your
• 10:05
  point,
• 10:05
  There's
• 10:06
  always
• 10:06
  going
• 10:06
  to
• 10:06
  be
• 10:07
  your
• 10:07
  friends
• 10:07
  and
• 10:07
  family,
• 10:08
  let's
• 10:08
  call
• 10:08
  it
• 10:08
  that,
• 10:08
  right?
• 10:08
  The
• 10:09
  people
• 10:09
  that-
• 10:09
  Yeah
• 10:10
  they
• 10:10
  like
• 10:10
  you,
• 10:10
  they're
• 10:10
  going
• 10:11
  to
• 10:11
  encourage
• 10:11
  you,
• 10:11
  and
• 10:12
  so
• 10:12
  you're
• 10:12
  gonna
• 10:12
  get
• 10:12
  a
• 10:12
  few,
• 10:13
  "Hey,
• 10:13
  that
• 10:13
  sounds
• 10:13
  great.
• 10:14
  Good
• 10:14
  luck
• 10:14
  to
• 10:14
  you."
• 10:14
  Yeah.
• 10:14
  But,
• 10:15
  to
• 10:15
  your
• 10:15
  point,
• 10:15
  are...
• 10:16
  They
• 10:16
  might
• 10:16
  try
• 10:16
  it,
• 10:17
  but
• 10:17
  are
• 10:17
  they
• 10:17
  really
• 10:17
  going
• 10:18
  to
• 10:18
  become
• 10:18
  converted,
• 10:19
  right?
• 10:19
  That
• 10:19
  they-
• 10:20
  Yeah
• 10:20
  they
• 10:20
  are
• 10:20
  no
• 10:20
  longer
• 10:20
  going
• 10:21
  to
• 10:21
  accept
• 10:21
  using
• 10:21
  anything
• 10:22
  else.
• 10:22
  And
• 10:22
  so
• 10:22
  I
• 10:23
  think
• 10:23
  there's
• 10:23
  really
• 10:23
  two
• 10:23
  situations.
• 10:24
  One
• 10:25
  is
• 10:25
  if
• 10:25
  you're
• 10:25
  familiar
• 10:26
  with,
• 10:26
  Moore's
• 10:27
  technology
• 10:27
  adoption
• 10:28
  curve,
• 10:28
  which
• 10:28
  is,
• 10:28
  to
• 10:29
  your
• 10:29
  point,
• 10:29
  what
• 10:29
  is
• 10:30
  the
• 10:30
  rate
• 10:30
  of
• 10:30
  adoption
• 10:31
  of
• 10:31
  new
• 10:31
  innovation?
• 10:32
  And
• 10:32
  no
• 10:33
  matter
• 10:33
  what
• 10:33
  it
• 10:33
  is,
• 10:33
  a
• 10:33
  cellphone,
• 10:34
  digital
• 10:35
  TV,
• 10:35
  what
• 10:35
  have
• 10:36
  you,
• 10:36
  nothing
• 10:36
  is
• 10:37
  an
• 10:37
  overnight
• 10:37
  success.
• 10:38
  Everything,
• 10:38
  there's
• 10:39
  a
• 10:39
  growth,
• 10:39
  right?
• 10:39
  A
• 10:39
  growth
• 10:40
  curve
• 10:40
  to
• 10:40
  any
• 10:41
  adoption
• 10:41
  of
• 10:41
  technology.
• 10:42
  So
• 10:42
  in
• 10:42
  the
• 10:42
  very
• 10:43
  beginning,
• 10:43
  you
• 10:43
  have
• 10:44
  your
• 10:44
  innovators,
• 10:45
  your
• 10:45
  clinician,
• 10:45
  as
• 10:45
  you
• 10:45
  mentioned,
• 10:46
  who
• 10:46
  said,
• 10:46
  "Oh,
• 10:47
  I
• 10:47
  have
• 10:47
  this
• 10:47
  technology
• 10:47
  I'm
• 10:48
  gonna
• 10:48
  create.
• 10:48
  I'm
• 10:48
  gonna
• 10:48
  solve
• 10:48
  a
• 10:48
  problem."
• 10:49
  Those
• 10:49
  are
• 10:49
  the
• 10:49
  innovators.
• 10:50
  There's
• 10:50
  a
• 10:50
  small
• 10:51
  population
• 10:51
  of
• 10:51
  innovators
• 10:52
  that
• 10:52
  will
• 10:52
  say,
• 10:52
  that's
• 10:53
  quite
• 10:53
  keen,"
• 10:53
  or,
• 10:53
  "That's
• 10:54
  really
• 10:54
  interesting.
• 10:54
  I'm
• 10:54
  gonna
• 10:55
  try
• 10:55
  that,"
• 10:55
  or,
• 10:55
  I
• 10:55
  might
• 10:56
  even
• 10:56
  use
• 10:56
  that."
• 10:56
  Then
• 10:56
  you
• 10:57
  have
• 10:57
  the
• 10:57
  early
• 10:57
  adopters.
• 10:58
  Those
• 10:58
  are
• 10:58
  the
• 10:58
  people
• 10:58
  that
• 10:59
  are
• 10:59
  more
• 11:00
  likely
• 11:00
  to
• 11:00
  try
• 11:01
  something
• 11:01
  new.
• 11:01
  Then
• 11:02
  you
• 11:02
  have
• 11:02
  your
• 11:02
  early
• 11:02
  mainstream,
• 11:03
  then
• 11:03
  your
• 11:03
  mainstream,
• 11:04
  then
• 11:04
  your
• 11:04
  laggards.
• 11:04
  The
• 11:04
  laggards
• 11:05
  are
• 11:05
  the
• 11:05
  people
• 11:05
  who,
• 11:06
  they're
• 11:06
  the
• 11:06
  dinosaurs.
• 11:06
  They're
• 11:06
  the
• 11:07
  last
• 11:07
  people
• 11:07
  to
• 11:07
  try
• 11:08
  it.,
• 11:08
  You
• 11:08
  couldn't-
• 11:08
  Yeah
• 11:08
  barely
• 11:09
  pay
• 11:09
  them
• 11:09
  to
• 11:09
  try
• 11:10
  that.
• 11:10
  And
• 11:10
  I
• 11:10
  think
• 11:10
  even
• 11:11
  though
• 11:11
  all
• 11:11
  of
• 11:11
  those
• 11:11
  clinicians
• 11:12
  could
• 11:12
  potentially
• 11:13
  use
• 11:13
  your
• 11:13
  product
• 11:14
  not
• 11:14
  all
• 11:14
  will
• 11:15
  adopt
• 11:15
  it.
• 11:15
  And
• 11:15
  so
• 11:16
  that's
• 11:16
  just
• 11:16
  the
• 11:16
  reality
• 11:17
  of,
• 11:17
  there's
• 11:17
  going
• 11:17
  to
• 11:17
  be
• 11:17
  this
• 11:18
  growth
• 11:18
  curve
• 11:19
  and,
• 11:19
  that,
• 11:20
  that
• 11:20
  growth
• 11:21
  can
• 11:21
  take
• 11:21
  years
• 11:22
  and
• 11:22
  decades
• 11:23
  in
• 11:23
  some
• 11:23
  cases.
• 11:24
  Clinical
• 11:24
  research
• 11:24
  s-
• 11:24
  says
• 11:25
  that
• 11:25
  it
• 11:25
  takes
• 11:25
  17
• 11:26
  years
• 11:27
  for
• 11:27
  a
• 11:27
  new
• 11:28
  innovation
• 11:29
  to
• 11:29
  become
• 11:29
  standard
• 11:29
  of
• 11:29
  care.
• 11:30
  Yeah.
• 11:30
  That's
• 11:30
  shocking
• 11:31
  and
• 11:31
  a
• 11:31
  bit
• 11:31
  depressing
• 11:32
  at
• 11:32
  the
• 11:32
  same
• 11:32
  time.
• 11:34
  And
• 11:34
  so
• 11:34
  I
• 11:35
  would
• 11:35
  say
• 11:35
  to
• 11:35
  the
• 11:35
  clinicians
• 11:36
  who
• 11:36
  have
• 11:36
  already
• 11:37
  found,
• 11:37
  they've
• 11:37
  already
• 11:38
  created
• 11:38
  a
• 11:38
  pr-
• 11:38
  a
• 11:38
  product,
• 11:39
  you
• 11:39
  might
• 11:40
  have
• 11:40
  to
• 11:40
  reframe
• 11:41
  the
• 11:41
  problem.
• 11:42
  And
• 11:42
  what
• 11:42
  I
• 11:42
  mean
• 11:43
  is
• 11:43
  that,
• 11:43
  there
• 11:43
  might
• 11:44
  be
• 11:44
  a
• 11:44
  very
• 11:44
  large
• 11:44
  patient
• 11:45
  population
• 11:46
  that
• 11:46
  could
• 11:46
  benefit
• 11:46
  from
• 11:46
  this.
• 11:47
  There
• 11:47
  might
• 11:47
  be
• 11:48
  a
• 11:48
  very
• 11:48
  large
• 11:49
  and
• 11:49
  significant
• 11:49
  unmet
• 11:50
  need,
• 11:50
  but
• 11:50
  even
• 11:51
  those
• 11:51
  two
• 11:51
  things
• 11:52
  don't
• 11:52
  equate
• 11:53
  to
• 11:53
  rapid
• 11:54
  adoption
• 11:55
  and
• 11:55
  new
• 11:55
  standard
• 11:55
  of
• 11:55
  care.
• 11:56
  And
• 11:56
  so
• 11:56
  you
• 11:56
  really
• 11:57
  have
• 11:57
  to
• 11:57
  reframe
• 11:58
  what
• 11:59
  specifically
• 12:00
  or
• 12:00
  for
• 12:00
  whom
• 12:00
  specifically
• 12:01
  can
• 12:02
  I,
• 12:02
  create,
• 12:03
  become
• 12:03
  a
• 12:03
  must-have.
• 12:04
  And
• 12:04
  so
• 12:04
  we
• 12:04
  had
• 12:04
  a
• 12:04
  client
• 12:04
  that
• 12:05
  was
• 12:05
  in
• 12:05
  the
• 12:05
  neuromodulation,
• 12:07
  sorry,
• 12:07
  neuromodulation
• 12:07
  space.
• 12:08
  They
• 12:08
  were,
• 12:08
  had
• 12:09
  a
• 12:09
  brilliant
• 12:10
  idea
• 12:10
  of
• 12:11
  instead
• 12:11
  of
• 12:11
  treating
• 12:12
  migraines
• 12:13
  with
• 12:13
  medication,
• 12:14
  pharmaceuticals,
• 12:15
  which
• 12:15
  often
• 12:15
  have
• 12:15
  terrible
• 12:16
  side
• 12:16
  effects
• 12:16
  and
• 12:16
  people
• 12:17
  don't
• 12:17
  want
• 12:17
  to
• 12:18
  take
• 12:18
  the
• 12:18
  medication,
• 12:19
  they
• 12:19
  may
• 12:19
  not
• 12:19
  respond
• 12:20
  well
• 12:20
  to
• 12:20
  the
• 12:20
  medication.
• 12:21
  They
• 12:21
  said,
• 12:21
  "We're
• 12:21
  going
• 12:21
  to
• 12:22
  use
• 12:22
  a
• 12:22
  very
• 12:22
  simple
• 12:23
  wearable
• 12:23
  neuromodulation
• 12:24
  device
• 12:25
  that
• 12:25
  essentially
• 12:26
  works
• 12:26
  the
• 12:26
  same
• 12:27
  on
• 12:27
  the
• 12:27
  brain
• 12:27
  to
• 12:28
  intercept
• 12:28
  the
• 12:28
  signals
• 12:29
  of
• 12:29
  migraine
• 12:30
  pain,
• 12:30
  but
• 12:30
  without
• 12:31
  drugs.
• 12:31
  It's
• 12:31
  going
• 12:32
  to
• 12:32
  be
• 12:32
  brilliant.
• 12:32
  Everyone's
• 12:32
  going
• 12:33
  to
• 12:33
  love
• 12:33
  it."
• 12:33
  Guess
• 12:33
  what?
• 12:34
  They're
• 12:34
  floundering
• 12:35
  for
• 12:35
  years
• 12:35
  and
• 12:35
  years
• 12:35
  on
• 12:35
  the
• 12:36
  market-
• 12:36
  Oh
• 12:36
  thinking,
• 12:36
  "Why
• 12:37
  don't
• 12:37
  people
• 12:37
  understand
• 12:38
  this?"
• 12:39
  But
• 12:39
  we
• 12:39
  said,
• 12:39
  "Okay,
• 12:40
  let's
• 12:40
  unpack
• 12:40
  this.
• 12:41
  First
• 12:41
  of
• 12:41
  all,
• 12:41
  you're
• 12:42
  going
• 12:42
  after-
• 12:42
  their
• 12:43
  thesis
• 12:43
  was
• 12:44
  that,
• 12:44
  the
• 12:44
  most
• 12:44
  concentrated
• 12:45
  patients
• 12:46
  with
• 12:46
  migraine
• 12:47
  are
• 12:47
  going
• 12:47
  to
• 12:47
  headache
• 12:48
  specialists
• 12:48
  or
• 12:48
  neurologists.
• 12:49
  So
• 12:49
  one,
• 12:49
  let's
• 12:50
  focus
• 12:50
  on
• 12:50
  those
• 12:51
  clinicians.
• 12:51
  Two,
• 12:52
  though,
• 12:52
  those
• 12:53
  clinicians
• 12:53
  are
• 12:53
  treating
• 12:54
  the
• 12:54
  most
• 12:54
  complex
• 12:55
  patients,
• 12:55
  that
• 12:56
  they're
• 12:56
  very
• 12:56
  often
• 12:56
  medically
• 12:57
  refractive.
• 12:57
  They
• 12:57
  have
• 12:58
  other-
• 12:58
  underlying
• 12:58
  conditions.
• 12:59
  They
• 12:59
  may
• 12:59
  have
• 12:59
  drug-to-drug
• 13:00
  interactions,
• 13:01
  and
• 13:01
  so
• 13:01
  those
• 13:01
  are
• 13:01
  going
• 13:02
  to
• 13:02
  be
• 13:02
  just
• 13:02
  very
• 13:03
  difficult
• 13:03
  patients
• 13:04
  to
• 13:04
  treat
• 13:04
  regardless
• 13:05
  of,
• 13:06
  of-
• 13:06
  Yeah
• 13:06
  the
• 13:06
  treatment
• 13:06
  solution.
• 13:07
  But
• 13:07
  we
• 13:07
  said,
• 13:07
  okay,
• 13:08
  then
• 13:08
  there's
• 13:08
  another
• 13:08
  group
• 13:09
  of
• 13:09
  a-
• 13:09
  adults
• 13:10
  that,
• 13:10
  they
• 13:11
  have
• 13:11
  an
• 13:11
  occasional
• 13:11
  migraine.
• 13:12
  So
• 13:12
  if
• 13:13
  they're,
• 13:13
  if
• 13:13
  they
• 13:13
  take,
• 13:13
  something
• 13:14
  over
• 13:14
  the
• 13:14
  counter,
• 13:14
  even
• 13:14
  a
• 13:15
  migraine
• 13:15
  prescription
• 13:15
  drug,
• 13:16
  they
• 13:16
  might
• 13:16
  have
• 13:16
  a
• 13:16
  good
• 13:17
  effect.
• 13:17
  And
• 13:17
  there's
• 13:17
  no
• 13:17
  reason
• 13:18
  for
• 13:18
  them
• 13:18
  to
• 13:18
  really
• 13:19
  change.
• 13:19
  Every
• 13:19
  once
• 13:19
  in
• 13:20
  a
• 13:20
  blue
• 13:20
  moon,
• 13:20
  they
• 13:20
  might
• 13:20
  have
• 13:21
  a,
• 13:21
  migraine
• 13:21
  episode.
• 13:22
  But
• 13:22
  like
• 13:22
  they're
• 13:22
  probably
• 13:23
  okay.
• 13:23
  So
• 13:24
  to
• 13:24
  give
• 13:24
  in
• 13:24
  to,
• 13:24
  convince
• 13:25
  them
• 13:25
  to
• 13:25
  change
• 13:25
  is
• 13:26
  an
• 13:26
  uphill
• 13:26
  battle.
• 13:26
  But
• 13:27
  who
• 13:27
  hates
• 13:28
  drugs
• 13:29
  for
• 13:29
  migraines?
• 13:29
  It's
• 13:30
  parents
• 13:30
  of
• 13:30
  children
• 13:31
  with
• 13:31
  migraines.
• 13:31
  Yeah.
• 13:32
  Cause
• 13:32
  it's
• 13:32
  a
• 13:32
  chronic
• 13:32
  condition.
• 13:33
  It's
• 13:33
  not
• 13:33
  going
• 13:34
  away.
• 13:34
  The
• 13:34
  children
• 13:35
  have
• 13:35
  terrible
• 13:36
  side
• 13:36
  effects.
• 13:36
  They
• 13:37
  don't
• 13:37
  wanna
• 13:37
  be
• 13:37
  in
• 13:37
  school
• 13:38
  having
• 13:38
  to
• 13:39
  be
• 13:39
  dismissed
• 13:39
  from
• 13:40
  the
• 13:40
  room
• 13:40
  to
• 13:40
  go
• 13:40
  to
• 13:40
  the
• 13:40
  nurse
• 13:41
  to
• 13:41
  get
• 13:41
  the
• 13:41
  migraine
• 13:42
  medication.
• 13:42
  They're
• 13:43
  missing
• 13:43
  out
• 13:43
  on
• 13:43
  things.
• 13:44
  They
• 13:44
  feel,
• 13:44
  like
• 13:44
  in
• 13:44
  a
• 13:45
  silo,
• 13:45
  very
• 13:45
  different.
• 13:46
  And
• 13:46
  we
• 13:46
  said,
• 13:47
  Those
• 13:47
  people
• 13:47
  are
• 13:47
  going
• 13:48
  to
• 13:48
  be
• 13:48
  very
• 13:48
  motivated
• 13:49
  to
• 13:49
  try
• 13:50
  something,
• 13:50
  to
• 13:51
  start
• 13:51
  with
• 13:52
  a
• 13:52
  non-drug
• 13:53
  device."
• 13:53
  And
• 13:54
  so
• 13:54
  for
• 13:54
  them,
• 13:54
  the
• 13:55
  problem
• 13:55
  that
• 13:55
  you
• 13:55
  could
• 13:56
  solve
• 13:56
  was
• 13:56
  much
• 13:57
  higher
• 13:57
  on
• 13:57
  the
• 13:58
  acuity
• 13:58
  scale,
• 13:58
  and
• 13:59
  they
• 13:59
  were
• 13:59
  much
• 14:00
  more
• 14:00
  likely
• 14:01
  to
• 14:01
  be
• 14:01
  inclined
• 14:02
  to
• 14:02
  try
• 14:02
  your
• 14:02
  device
• 14:03
  first
• 14:03
  because
• 14:04
  they
• 14:04
  didn't
• 14:04
  even
• 14:04
  want
• 14:05
  the
• 14:05
  drug.
• 14:05
  And
• 14:05
  so
• 14:06
  it
• 14:06
  goes
• 14:06
  back
• 14:06
  to
• 14:06
  the
• 14:06
  technology
• 14:07
  existed,
• 14:08
  the
• 14:08
  product
• 14:08
  existed,
• 14:09
  but
• 14:09
  what
• 14:09
  problem
• 14:10
  could
• 14:10
  you
• 14:11
  solve
• 14:11
  for
• 14:11
  a
• 14:11
  specific
• 14:12
  audience
• 14:12
  that
• 14:12
  would
• 14:12
  get
• 14:13
  them
• 14:13
  to
• 14:13
  reject
• 14:13
  the
• 14:14
  status
• 14:14
  quo
• 14:14
  and
• 14:14
  embrace
• 14:15
  something
• 14:15
  new?
• 14:15
  Yeah,
• 14:15
  no,
• 14:16
  that,
• 14:16
  w--
• 14:16
  I,
• 14:16
  I'll
• 14:16
  just
• 14:17
  wrote
• 14:17
  down
• 14:17
  a
• 14:17
  very
• 14:17
  big,
• 14:18
  letter
• 14:18
  of
• 14:18
  motivation
• 14:19
  'cause
• 14:19
  I
• 14:19
  think
• 14:19
  that's
• 14:20
  what
• 14:20
  jumps
• 14:20
  out
• 14:20
  from
• 14:20
  what
• 14:20
  you're
• 14:20
  saying
• 14:21
  is
• 14:21
  you
• 14:21
  try
• 14:21
  to
• 14:21
  find
• 14:22
  a
• 14:22
  patient
• 14:22
  group
• 14:23
  and
• 14:23
  a
• 14:23
  customer
• 14:24
  group,
• 14:24
  i.e.,
• 14:24
  the
• 14:24
  clinicians,
• 14:25
  who
• 14:25
  are
• 14:25
  gonna
• 14:25
  be
• 14:25
  motivated
• 14:26
  to
• 14:26
  use
• 14:27
  that
• 14:27
  product.
• 14:27
  And
• 14:27
  I
• 14:27
  think
• 14:28
  as
• 14:28
  you
• 14:28
  just
• 14:28
  identified
• 14:29
  there
• 14:29
  w-
• 14:29
  in
• 14:29
  that
• 14:29
  example,
• 14:30
  people
• 14:31
  go
• 14:31
  into
• 14:31
  it
• 14:31
  thinking,
• 14:31
  "Oh,
• 14:32
  look,
• 14:32
  there's
• 14:32
  so
• 14:32
  many
• 14:33
  people
• 14:33
  with
• 14:33
  migraines,
• 14:34
  oh,
• 14:34
  everyone's
• 14:35
  gonna
• 14:35
  want
• 14:35
  it.
• 14:35
  Everyone's
• 14:35
  gonna
• 14:35
  adopt
• 14:36
  it.
• 14:36
  I'm
• 14:36
  gonna
• 14:36
  make
• 14:36
  loads
• 14:36
  of
• 14:36
  money."
• 14:37
  And
• 14:37
  they're
• 14:37
  not
• 14:37
  really
• 14:38
  thinking
• 14:38
  strategically
• 14:39
  around
• 14:40
  what's
• 14:40
  the
• 14:41
  c-
• 14:41
  as
• 14:41
  you
• 14:41
  said,
• 14:41
  what's
• 14:41
  the
• 14:41
  status
• 14:42
  quo,
• 14:42
  what's
• 14:42
  the
• 14:42
  menu,
• 14:43
  and
• 14:43
  what's
• 14:44
  the
• 14:44
  specific
• 14:44
  group
• 14:44
  of
• 14:45
  people
• 14:45
  that
• 14:46
  actually
• 14:46
  are
• 14:46
  gonna
• 14:46
  be
• 14:46
  motivated
• 14:47
  to
• 14:47
  use
• 14:47
  this
• 14:48
  product,
• 14:48
  and
• 14:48
  that's
• 14:48
  where
• 14:48
  you
• 14:48
  focus
• 14:49
  your
• 14:49
  attention
• 14:50
  as
• 14:50
  opposed
• 14:50
  to
• 14:50
  going
• 14:50
  everyone
• 14:50
  else.
• 14:51
  So
• 14:51
  I
• 14:51
  think
• 14:51
  that's
• 14:51
  a
• 14:51
  really,
• 14:52
  clean
• 14:52
  and
• 14:52
  good
• 14:52
  example.
• 14:53
  So
• 14:54
  if
• 14:54
  it,
• 14:54
  if
• 14:54
  that
• 14:55
  data
• 14:55
  says
• 14:55
  it
• 14:55
  takes
• 14:56
  17
• 14:56
  years,
• 14:57
  and
• 14:57
  nobody
• 14:57
  has
• 14:57
  17
• 14:58
  years,
• 14:58
  no
• 14:58
  one
• 14:58
  wants
• 14:58
  to,
• 14:59
  anytime
• 14:59
  you
• 14:59
  speak
• 14:59
  to
• 14:59
  people,
• 15:00
  it's,
• 15:00
  "Oh,
• 15:00
  three
• 15:00
  to
• 15:00
  five
• 15:01
  years,
• 15:01
  I
• 15:01
  want
• 15:01
  to
• 15:01
  sell
• 15:01
  this
• 15:01
  company."
• 15:02
  And
• 15:02
  you're
• 15:02
  thinking,
• 15:02
  you're
• 15:02
  probably
• 15:02
  gonna
• 15:03
  need
• 15:03
  to
• 15:03
  get
• 15:03
  some
• 15:03
  adoption
• 15:04
  before
• 15:04
  someone
• 15:04
  wants
• 15:04
  to
• 15:04
  buy
• 15:05
  it,
• 15:05
  I
• 15:05
  think."
• 15:06
  So
• 15:06
  how
• 15:06
  do
• 15:06
  you
• 15:06
  get,
• 15:07
  from
• 15:07
  that
• 15:07
  kind
• 15:08
  of
• 15:08
  the--
• 15:08
  all
• 15:08
  right,
• 15:09
  they're
• 15:09
  not
• 15:09
  disinterested.
• 15:10
  It's
• 15:10
  now
• 15:10
  moved
• 15:10
  from
• 15:11
  nice
• 15:11
  to
• 15:11
  have
• 15:11
  because
• 15:12
  we've
• 15:12
  identified
• 15:13
  those
• 15:13
  people.
• 15:13
  How
• 15:14
  do
• 15:14
  you
• 15:14
  get
• 15:14
  from
• 15:14
  there,
• 15:15
  i.e.,
• 15:15
  in
• 15:15
  this
• 15:15
  last
• 15:16
  example,
• 15:16
  how
• 15:16
  do
• 15:16
  you
• 15:16
  get
• 15:16
  from,
• 15:17
  okay,
• 15:17
  you've
• 15:17
  now
• 15:17
  identified
• 15:18
  a
• 15:18
  group
• 15:18
  of
• 15:18
  people.
• 15:18
  How
• 15:19
  do
• 15:19
  you
• 15:19
  get
• 15:19
  that
• 15:19
  to
• 15:19
  move
• 15:19
  to
• 15:19
  standard
• 15:20
  of
• 15:20
  care
• 15:20
  within
• 15:21
  that
• 15:21
  group
• 15:21
  of
• 15:21
  people?
• 15:21
  First
• 15:22
  let's
• 15:22
  talk
• 15:22
  about
• 15:22
  the
• 15:23
  grim
• 15:23
  realities
• 15:23
  to
• 15:24
  your
• 15:24
  point.
• 15:24
  No
• 15:24
  one
• 15:24
  has
• 15:25
  17
• 15:25
  years
• 15:25
  to
• 15:26
  wait.
• 15:26
  But
• 15:26
  if
• 15:26
  you
• 15:26
  think
• 15:27
  about
• 15:27
  the
• 15:27
  products
• 15:27
  that
• 15:27
  do
• 15:28
  launch,
• 15:28
  two
• 15:28
  out
• 15:28
  of
• 15:28
  three
• 15:29
  never
• 15:29
  meet
• 15:29
  the
• 15:30
  projections.
• 15:30
  Yeah.
• 15:31
  Only
• 15:31
  20%
• 15:32
  improve
• 15:32
  after
• 15:33
  being
• 15:33
  in
• 15:33
  the
• 15:33
  market
• 15:34
  for
• 15:34
  six
• 15:34
  months.
• 15:34
  So
• 15:35
  this
• 15:35
  idea
• 15:35
  of
• 15:35
  it's
• 15:35
  just
• 15:35
  a
• 15:36
  slow
• 15:36
  start,
• 15:36
  people
• 15:37
  will
• 15:37
  eventually
• 15:37
  understand
• 15:38
  how
• 15:38
  brilliant
• 15:38
  this
• 15:38
  is,
• 15:39
  and
• 15:39
  there's
• 15:39
  no
• 15:40
  such
• 15:40
  thing
• 15:40
  as
• 15:40
  a
• 15:40
  slow
• 15:41
  start
• 15:41
  because
• 15:41
  if
• 15:41
  you
• 15:41
  miss
• 15:41
  year
• 15:42
  one,
• 15:42
  you
• 15:42
  never
• 15:42
  catch
• 15:42
  up.
• 15:43
  Yeah.
• 15:43
  And
• 15:43
  so
• 15:43
  to
• 15:43
  your
• 15:43
  point,
• 15:44
  the
• 15:44
  window
• 15:44
  to
• 15:45
  engineer
• 15:45
  this
• 15:46
  adoption
• 15:46
  is
• 15:46
  actually
• 15:47
  quite,
• 15:47
  short
• 15:48
  or
• 15:48
  small
• 15:48
  rather.
• 15:49
  The
• 15:49
  best
• 15:49
  thing
• 15:50
  you
• 15:50
  can
• 15:50
  do
• 15:50
  is
• 15:50
  you
• 15:50
  have
• 15:50
  to
• 15:51
  start
• 15:51
  teaching
• 15:51
  the
• 15:51
  market
• 15:52
  before
• 15:53
  you
• 15:53
  go
• 15:53
  to
• 15:53
  the
• 15:54
  commercial
• 15:54
  launch.
• 15:54
  So
• 15:54
  that's
• 15:55
  the
• 15:55
  one
• 15:55
  thing.
• 15:55
  But
• 15:55
  how
• 15:55
  you
• 15:56
  do
• 15:56
  it,
• 15:56
  of
• 15:56
  course,
• 15:56
  is
• 15:56
  the
• 15:57
  $25,000
• 15:58
  question.
• 15:58
  And
• 15:58
  so
• 15:59
  I
• 15:59
  think
• 15:59
  the
• 15:59
  simple
• 15:59
  thing
• 16:00
  first
• 16:00
  to
• 16:00
  understand
• 16:01
  is
• 16:01
  that,
• 16:01
  as
• 16:01
  you
• 16:01
  were
• 16:01
  alluding
• 16:02
  to
• 16:02
  a
• 16:02
  minute
• 16:03
  ago,
• 16:03
  keying
• 16:04
  in
• 16:04
  on
• 16:04
  this
• 16:05
  problem
• 16:05
  urgency
• 16:06
  is
• 16:06
  the
• 16:06
  first
• 16:06
  step.
• 16:07
  Before
• 16:07
  you
• 16:07
  spend
• 16:08
  $1,
• 16:08
  hire
• 16:09
  one
• 16:09
  person,
• 16:09
  you
• 16:09
  have
• 16:09
  to
• 16:09
  say,
• 16:10
  "What
• 16:10
  is
• 16:10
  really
• 16:10
  the
• 16:11
  most
• 16:11
  urgent
• 16:11
  problem
• 16:12
  that
• 16:12
  we
• 16:12
  can,
• 16:13
  solve
• 16:13
  for
• 16:13
  a
• 16:13
  specific
• 16:14
  audience?"
• 16:14
  But
• 16:15
  then
• 16:15
  the
• 16:15
  second
• 16:15
  step,
• 16:15
  if
• 16:16
  you
• 16:16
  will,
• 16:16
  is
• 16:17
  how
• 16:17
  do
• 16:17
  you
• 16:17
  make
• 16:18
  the
• 16:18
  status
• 16:19
  quo
• 16:19
  unacceptable?
• 16:20
  This
• 16:20
  idea
• 16:20
  of
• 16:21
  like,
• 16:21
  why
• 16:21
  would
• 16:21
  we
• 16:22
  continue
• 16:22
  to
• 16:22
  do
• 16:22
  this
• 16:23
  that
• 16:23
  this
• 16:23
  is
• 16:23
  madness.
• 16:25
  The
• 16:25
  third
• 16:26
  one
• 16:26
  is
• 16:26
  that
• 16:26
  you
• 16:26
  have
• 16:26
  to
• 16:27
  make
• 16:27
  it
• 16:27
  safe
• 16:27
  enough
• 16:28
  for
• 16:28
  them
• 16:28
  to
• 16:28
  switch,
• 16:28
  right?
• 16:29
  If
• 16:29
  you're
• 16:29
  doing
• 16:29
  a
• 16:30
  radical
• 16:30
  surgery
• 16:30
  and
• 16:31
  you
• 16:31
  make
• 16:31
  a
• 16:31
  mistake
• 16:31
  or
• 16:31
  people
• 16:32
  don't
• 16:32
  like
• 16:32
  it's
• 16:32
  hard
• 16:32
  to
• 16:32
  undo,
• 16:33
  right?
• 16:33
  So
• 16:33
  like
• 16:34
  you
• 16:34
  have
• 16:34
  to,
• 16:34
  again,
• 16:34
  find
• 16:35
  the
• 16:35
  right
• 16:35
  case
• 16:36
  scenario
• 16:36
  of
• 16:36
  like,
• 16:37
  when
• 16:37
  does
• 16:37
  this
• 16:37
  really
• 16:37
  make
• 16:38
  the
• 16:38
  most
• 16:38
  sense
• 16:39
  so
• 16:39
  it
• 16:39
  becomes
• 16:40
  safer
• 16:40
  because
• 16:40
  again,
• 16:41
  we've
• 16:41
  talked
• 16:41
  about
• 16:41
  this,
• 16:42
  patients
• 16:43
  are
• 16:43
  diagnosed
• 16:43
  with
• 16:43
  a
• 16:43
  medical
• 16:44
  condition.
• 16:44
  You
• 16:44
  need
• 16:45
  to
• 16:45
  treat
• 16:45
  them
• 16:45
  in
• 16:45
  something
• 16:46
  that's
• 16:46
  medically
• 16:46
  necessary.
• 16:47
  It's
• 16:47
  often
• 16:47
  in
• 16:47
  the
• 16:47
  guidelines.
• 16:48
  It's
• 16:48
  often
• 16:49
  reimbursed.
• 16:49
  Like
• 16:49
  all
• 16:50
  these
• 16:50
  things,
• 16:50
  committees,
• 16:51
  approve
• 16:51
  it.
• 16:51
  And
• 16:52
  so
• 16:52
  to
• 16:52
  do
• 16:52
  something
• 16:52
  quite
• 16:52
  different
• 16:53
  is
• 16:53
  a
• 16:53
  bit
• 16:53
  scary.
• 16:55
  But
• 16:55
  then,
• 16:55
  as
• 16:56
  you
• 16:56
  mentioned,
• 16:56
  you've
• 16:57
  got
• 16:57
  to
• 16:57
  find
• 16:57
  a
• 16:57
  way
• 16:57
  to
• 16:57
  cross
• 16:58
  that
• 16:58
  chasm
• 16:59
  and
• 16:59
  go
• 16:59
  from
• 16:59
  your
• 16:59
  early
• 17:00
  adopters
• 17:01
  to
• 17:01
  early
• 17:01
  mainstream,
• 17:02
  et
• 17:02
  cetera,
• 17:02
  et
• 17:02
  cetera.
• 17:03
  And
• 17:03
  you
• 17:03
  need
• 17:04
  those
• 17:04
  people,
• 17:04
  those
• 17:04
  stakeholders
• 17:05
  to,
• 17:05
  to
• 17:05
  be
• 17:05
  carrying
• 17:06
  your
• 17:06
  momentum
• 17:07
  without
• 17:07
  you
• 17:07
  in
• 17:07
  the
• 17:07
  room,
• 17:08
  right?
• 17:09
  And
• 17:09
  so
• 17:10
  the
• 17:10
  idea
• 17:10
  is
• 17:11
  you
• 17:11
  have
• 17:11
  to
• 17:11
  cross
• 17:12
  this,
• 17:12
  it's
• 17:12
  called
• 17:12
  the
• 17:12
  market
• 17:13
  belief
• 17:13
  threshold.
• 17:14
  If
• 17:14
  you
• 17:14
  can't
• 17:14
  get
• 17:14
  people
• 17:15
  to
• 17:15
  essentially
• 17:16
  buy
• 17:16
  into
• 17:17
  this
• 17:17
  is
• 17:17
  a
• 17:17
  serious
• 17:18
  problem,
• 17:18
  the
• 17:18
  current
• 17:19
  status
• 17:19
  quo
• 17:19
  is
• 17:19
  terrible,
• 17:20
  unacceptable,
• 17:21
  we
• 17:21
  can
• 17:21
  see
• 17:21
  an
• 17:22
  application
• 17:22
  that
• 17:23
  is,
• 17:23
  is
• 17:24
  easy
• 17:24
  to
• 17:24
  defend
• 17:25
  And
• 17:25
  this
• 17:26
  is
• 17:26
  the
• 17:26
  future
• 17:26
  for
• 17:26
  this
• 17:27
  application,
• 17:27
  this
• 17:28
  patient
• 17:28
  population,
• 17:28
  what
• 17:28
  have
• 17:29
  you,
• 17:29
  and
• 17:29
  I'm
• 17:29
  going
• 17:30
  to
• 17:30
  change,
• 17:30
  and
• 17:31
  now
• 17:31
  I'm
• 17:31
  going
• 17:31
  to
• 17:31
  become
• 17:32
  a,
• 17:32
  a,
• 17:32
  an
• 17:32
  advocate
• 17:33
  and
• 17:33
  tell
• 17:33
  all
• 17:33
  my
• 17:33
  friends
• 17:34
  and
• 17:34
  my
• 17:34
  colleagues
• 17:35
  to
• 17:35
  do
• 17:35
  this.
• 17:36
  That's
• 17:36
  really
• 17:36
  how
• 17:37
  status
• 17:37
  quo
• 17:37
  changes.
• 17:38
  And
• 17:38
  so
• 17:39
  the
• 17:39
  four
• 17:39
  things
• 17:40
  you
• 17:40
  have
• 17:40
  to
• 17:40
  truly
• 17:41
  do
• 17:41
  to
• 17:41
  make
• 17:42
  that
• 17:42
  happen,
• 17:42
  is
• 17:43
  the
• 17:43
  first,
• 17:43
  name
• 17:44
  the
• 17:44
  enemy.
• 17:45
  And
• 17:45
  what
• 17:45
  I
• 17:45
  mean
• 17:45
  by
• 17:45
  that
• 17:45
  is
• 17:46
  what
• 17:46
  is
• 17:46
  that
• 17:46
  problem
• 17:47
  that
• 17:47
  you
• 17:48
  can
• 17:48
  solve
• 17:49
  that
• 17:49
  no
• 17:49
  one
• 17:50
  else
• 17:50
  can?
• 17:50
  Then
• 17:51
  you're
• 17:51
  changing
• 17:52
  the
• 17:52
  criteria
• 17:53
  of
• 17:53
  the
• 17:53
  solution.
• 17:54
  So
• 17:54
  going
• 17:54
  back
• 17:54
  to
• 17:54
  the
• 17:55
  migraine
• 17:55
  example,
• 17:56
  one,
• 17:56
  you're
• 17:57
  framing
• 17:57
  a
• 17:57
  problem
• 17:58
  for
• 17:58
  a
• 17:58
  specific
• 17:58
  population
• 17:59
  that
• 17:59
  has
• 18:00
  different
• 18:00
  needs,
• 18:00
  right?
• 18:01
  Two,
• 18:01
  though,
• 18:01
  as
• 18:01
  I
• 18:01
  mentioned,
• 18:02
  you're
• 18:02
  reframing
• 18:04
  the
• 18:04
  definition
• 18:05
  of
• 18:05
  success.
• 18:06
  What
• 18:06
  does
• 18:06
  clinical
• 18:07
  success
• 18:07
  look
• 18:07
  like?
• 18:08
  For
• 18:08
  that
• 18:09
  patient
• 18:09
  population,
• 18:10
  it
• 18:10
  was,
• 18:10
  "I
• 18:10
  don't
• 18:10
  wanna
• 18:10
  take
• 18:11
  drugs."
• 18:11
  Then
• 18:11
  the
• 18:12
  third
• 18:12
  is
• 18:12
  really
• 18:12
  this
• 18:12
  idea
• 18:13
  of
• 18:13
  that
• 18:14
  changes
• 18:14
  the
• 18:14
  decision
• 18:15
  criteria.
• 18:15
  People
• 18:16
  will
• 18:16
  then
• 18:16
  start
• 18:16
  to
• 18:17
  weigh
• 18:17
  options
• 18:17
  differently,
• 18:18
  and
• 18:18
  so
• 18:18
  that
• 18:19
  shifts
• 18:19
  you
• 18:19
  from
• 18:20
  a
• 18:20
  nice
• 18:20
  to
• 18:20
  have
• 18:21
  to
• 18:21
  a
• 18:21
  must
• 18:21
  have,
• 18:21
  'cause
• 18:21
  you're
• 18:22
  the
• 18:22
  only
• 18:22
  one
• 18:23
  that
• 18:23
  can
• 18:23
  essentially
• 18:24
  solve
• 18:24
  that
• 18:25
  problem.
• 18:25
  And
• 18:25
  then
• 18:25
  fourthly,
• 18:26
  you
• 18:27
  essentially
• 18:27
  have
• 18:28
  the
• 18:28
  momentum
• 18:29
  of
• 18:29
  people
• 18:29
  going
• 18:30
  and
• 18:30
  saying,
• 18:30
  "This
• 18:31
  transformed
• 18:31
  my
• 18:31
  life.
• 18:32
  This
• 18:32
  transformed
• 18:32
  my
• 18:33
  patient
• 18:33
  population,"
• 18:34
  "This
• 18:34
  transformed
• 18:35
  my
• 18:35
  profession
• 18:35
  or
• 18:35
  my,
• 18:36
  practice."
• 18:36
  And
• 18:36
  so
• 18:37
  then
• 18:37
  they
• 18:37
  go
• 18:37
  out
• 18:37
  and
• 18:37
  they
• 18:38
  become
• 18:38
  your
• 18:38
  true,
• 18:39
  That
• 18:39
  the
• 18:39
  momentum
• 18:40
  as
• 18:40
  you
• 18:40
  were
• 18:40
  alluding
• 18:40
  to,
• 18:41
  that
• 18:41
  slowly
• 18:42
  starts
• 18:42
  to
• 18:42
  build.
• 18:43
  Then
• 18:43
  you
• 18:43
  can
• 18:43
  expand
• 18:44
  to
• 18:44
  other
• 18:45
  patient
• 18:45
  populations.
• 18:46
  And
• 18:46
  so
• 18:46
  where
• 18:47
  you
• 18:47
  begin,
• 18:47
  I
• 18:48
  call
• 18:48
  it
• 18:48
  that
• 18:48
  strategic,
• 18:49
  beachhead.
• 18:50
  Don't
• 18:50
  be
• 18:50
  for
• 18:50
  everyone,
• 18:50
  be
• 18:51
  for
• 18:51
  someone
• 18:51
  very
• 18:51
  specifically.
• 18:52
  Address
• 18:53
  a
• 18:53
  problem
• 18:53
  that
• 18:54
  would
• 18:54
  really
• 18:54
  change
• 18:55
  their
• 18:55
  lives,
• 18:56
  not
• 18:56
  make
• 18:56
  it
• 18:56
  a
• 18:56
  little
• 18:56
  bit
• 18:56
  better,
• 18:57
  but
• 18:57
  truly
• 18:57
  transformational.
• 18:58
  And
• 18:59
  then
• 18:59
  third,
• 18:59
  teach
• 19:00
  them
• 19:00
  that
• 19:00
  this
• 19:00
  is
• 19:01
  the
• 19:01
  only
• 19:01
  way
• 19:01
  you
• 19:01
  can
• 19:02
  solve
• 19:02
  that
• 19:02
  problem,
• 19:02
  so
• 19:03
  you
• 19:03
  become
• 19:03
  the
• 19:03
  only,
• 19:04
  not
• 19:04
  just
• 19:04
  another.
• 19:05
  And
• 19:05
  then
• 19:05
  fourthly,
• 19:06
  you
• 19:06
  build
• 19:06
  that
• 19:07
  momentum,
• 19:07
  and
• 19:07
  that
• 19:08
  really
• 19:08
  rewires
• 19:08
  the
• 19:08
  behavior.
• 19:09
  And
• 19:09
  I
• 19:09
  think
• 19:10
  the
• 19:10
  key
• 19:10
  though,
• 19:10
  is
• 19:11
  that
• 19:11
  you
• 19:11
  do
• 19:11
  that
• 19:12
  before
• 19:12
  you
• 19:13
  set
• 19:13
  out
• 19:14
  selling
• 19:14
  that
• 19:14
  product.
• 19:14
  It
• 19:15
  has
• 19:15
  to
• 19:15
  be
• 19:15
  done
• 19:16
  before
• 19:16
  you
• 19:16
  really
• 19:17
  invest
• 19:17
  in
• 19:17
  scaling,
• 19:18
  because
• 19:18
  that's
• 19:18
  where
• 19:19
  all
• 19:19
  the
• 19:19
  cost
• 19:19
  is
• 19:20
  burnt.
• 19:20
  And
• 19:20
  as
• 19:20
  you
• 19:20
  just
• 19:21
  mentioned,
• 19:21
  no
• 19:21
  one
• 19:22
  has
• 19:22
  limitless
• 19:23
  funds,
• 19:23
  for
• 19:24
  their
• 19:24
  company.
• 19:24
  They're
• 19:24
  hoping
• 19:25
  to
• 19:25
  sell,
• 19:25
  but
• 19:26
  you
• 19:26
  can
• 19:26
  only
• 19:26
  sell,
• 19:27
  two
• 19:27
  or
• 19:27
  three
• 19:27
  years
• 19:28
  if
• 19:28
  you've
• 19:28
  demonstrated
• 19:29
  that
• 19:29
  the
• 19:29
  market,
• 19:30
  really
• 19:30
  wants
• 19:31
  this,
• 19:31
  it's
• 19:31
  a
• 19:31
  must-have,
• 19:32
  will
• 19:32
  change
• 19:33
  their
• 19:33
  behavior,
• 19:33
  and
• 19:34
  will...
• 19:34
  This
• 19:34
  becomes
• 19:34
  the
• 19:34
  new
• 19:35
  standard
• 19:35
  of
• 19:35
  care.
• 19:35
  Excellent.
• 19:36
  And
• 19:36
  that
• 19:36
  leads
• 19:36
  me
• 19:36
  on
• 19:37
  to
• 19:37
  a
• 19:37
  question
• 19:37
  around
• 19:37
  behavioral
• 19:38
  science,
• 19:39
  because
• 19:39
  you
• 19:40
  just
• 19:40
  talked
• 19:40
  about
• 19:40
  changing
• 19:41
  behavior,
• 19:41
  which
• 19:41
  is
• 19:41
  obviously
• 19:41
  behavioral
• 19:42
  science,
• 19:42
  and
• 19:43
  you
• 19:43
  were
• 19:43
  earlier
• 19:43
  you
• 19:43
  were
• 19:43
  talking
• 19:43
  about
• 19:43
  your
• 19:44
  two
• 19:44
  teenagers
• 19:44
  and
• 19:45
  trying
• 19:45
  to
• 19:45
  get
• 19:45
  them
• 19:45
  to
• 19:45
  change.
• 19:46
  So
• 19:46
  what
• 19:47
  role
• 19:47
  does
• 19:47
  behavioral
• 19:48
  science
• 19:48
  play
• 19:49
  in
• 19:49
  this
• 19:50
  process
• 19:50
  of
• 19:50
  of
• 19:51
  getting
• 19:51
  people
• 19:52
  to
• 19:52
  make
• 19:53
  different
• 19:53
  decisions
• 19:54
  or
• 19:54
  think
• 19:54
  differently
• 19:54
  about
• 19:55
  the
• 19:55
  decisions
• 19:55
  they
• 19:55
  need
• 19:55
  to
• 19:55
  make?
• 19:56
  The
• 19:56
  number
• 19:56
  one
• 19:57
  axiom,
• 19:57
  if
• 19:57
  you
• 19:57
  will,
• 19:58
  is
• 19:58
  that
• 19:58
  it's
• 19:59
  opposite
• 19:59
  of
• 19:59
  what
• 19:59
  most
• 20:00
  people
• 20:00
  think
• 20:00
  in
• 20:00
  this
• 20:01
  field,
• 20:01
  which
• 20:01
  is
• 20:02
  data
• 20:03
  is
• 20:03
  what
• 20:03
  gets
• 20:03
  people
• 20:03
  to
• 20:03
  change
• 20:04
  their
• 20:04
  behavior.
• 20:05
  It's
• 20:05
  not.
• 20:05
  Yeah.
• 20:05
  It's
• 20:06
  emotion.
• 20:06
  You
• 20:06
  use
• 20:07
  data
• 20:07
  to
• 20:07
  justify
• 20:08
  your
• 20:08
  decision.
• 20:09
  And
• 20:09
  so
• 20:09
  again,
• 20:10
  by
• 20:10
  homing
• 20:11
  in
• 20:11
  on
• 20:12
  what
• 20:12
  is
• 20:12
  the
• 20:12
  disgustor
• 20:13
  that
• 20:13
  you
• 20:13
  can
• 20:13
  solve
• 20:14
  for
• 20:14
  them
• 20:14
  that
• 20:14
  creates
• 20:14
  transformational
• 20:15
  outcomes,
• 20:16
  they
• 20:16
  will
• 20:17
  then
• 20:17
  justify
• 20:18
  that
• 20:18
  behavior
• 20:19
  with
• 20:19
  the
• 20:19
  data.
• 20:19
  So
• 20:20
  I'm
• 20:20
  not
• 20:20
  saying
• 20:20
  data
• 20:20
  doesn't
• 20:21
  matter,
• 20:21
  it's
• 20:21
  just
• 20:22
  what
• 20:22
  role
• 20:22
  does
• 20:22
  it
• 20:22
  play?
• 20:23
  Data
• 20:23
  gives
• 20:24
  you
• 20:24
  the
• 20:24
  conviction
• 20:25
  to
• 20:25
  stand
• 20:25
  behind
• 20:25
  your
• 20:26
  decision
• 20:26
  to
• 20:26
  change
• 20:27
  your
• 20:27
  behavior.
• 20:27
  So
• 20:28
  that's
• 20:28
  the
• 20:28
  first
• 20:28
  thing.
• 20:29
  The
• 20:29
  second
• 20:29
  thing
• 20:29
  is
• 20:30
  that,
• 20:30
  as
• 20:30
  you
• 20:30
  were
• 20:31
  alluding
• 20:31
  to
• 20:31
  It's
• 20:32
  not
• 20:32
  so
• 20:32
  simple
• 20:33
  as
• 20:33
  just
• 20:34
  saying,
• 20:34
  "Okay,
• 20:35
  cancer
• 20:35
  is
• 20:35
  bad.
• 20:36
  If
• 20:36
  you
• 20:36
  could
• 20:36
  cure
• 20:36
  it,
• 20:36
  would
• 20:36
  you
• 20:37
  be
• 20:37
  interested?"
• 20:37
  Of
• 20:37
  course,
• 20:38
  people
• 20:38
  are
• 20:38
  interested.
• 20:39
  But
• 20:39
  would
• 20:39
  you
• 20:40
  really
• 20:40
  see
• 20:40
  them
• 20:40
  change
• 20:41
  their
• 20:41
  behavior?
• 20:41
  And
• 20:42
  so
• 20:42
  when
• 20:43
  a
• 20:43
  number
• 20:43
  of
• 20:44
  years
• 20:44
  ago,
• 20:44
  maybe
• 20:44
  10
• 20:44
  years
• 20:44
  ago
• 20:45
  now,
• 20:45
  in
• 20:45
  the
• 20:46
  obesity
• 20:47
  and
• 20:47
  metabolic
• 20:48
  surgery
• 20:48
  space,
• 20:49
  there
• 20:49
  were
• 20:50
  eight
• 20:50
  different
• 20:51
  medical
• 20:51
  societies
• 20:52
  that
• 20:52
  came
• 20:52
  together
• 20:52
  and
• 20:52
  said
• 20:53
  for
• 20:53
  obese
• 20:54
  individuals
• 20:54
  with
• 20:55
  Type
• 20:55
  2
• 20:55
  diabetes,
• 20:56
  surgery
• 20:57
  is
• 20:57
  the
• 20:57
  most
• 20:57
  effective
• 20:58
  treatment
• 20:59
  option,
• 20:59
  hands
• 20:59
  down.
• 21:00
  At
• 21:00
  the
• 21:00
  time
• 21:00
  though,
• 21:01
  only
• 21:01
  about
• 21:01
  2%
• 21:02
  of
• 21:02
  patients
• 21:02
  that
• 21:03
  were
• 21:03
  eligible
• 21:03
  for
• 21:04
  surgery
• 21:04
  were
• 21:04
  getting
• 21:05
  surgery.
• 21:05
  Of
• 21:06
  those
• 21:06
  2%,
• 21:06
  the
• 21:07
  vast
• 21:07
  majority
• 21:08
  were
• 21:08
  patient-driven,
• 21:09
  meaning
• 21:09
  they
• 21:09
  weren't
• 21:09
  being
• 21:10
  referred
• 21:10
  by,
• 21:10
  their
• 21:11
  primary
• 21:11
  care
• 21:11
  physician
• 21:12
  to
• 21:12
  a
• 21:12
  specialist.
• 21:12
  After
• 21:13
  these
• 21:13
  societies
• 21:14
  all
• 21:14
  came
• 21:14
  together
• 21:15
  and
• 21:16
  got
• 21:16
  behind
• 21:16
  this,
• 21:17
  guideline
• 21:18
  saying
• 21:18
  that
• 21:18
  surgery
• 21:19
  is
• 21:19
  the
• 21:19
  best
• 21:19
  option,
• 21:20
  what
• 21:20
  how
• 21:21
  impactful
• 21:21
  or
• 21:22
  what
• 21:22
  percent
• 21:23
  did
• 21:23
  the
• 21:24
  number
• 21:24
  of
• 21:24
  patients
• 21:25
  getting
• 21:25
  surgery
• 21:26
  change
• 21:26
  to?
• 21:26
  It
• 21:26
  started
• 21:27
  at
• 21:27
  2%.
• 21:28
  Do
• 21:28
  you
• 21:28
  think
• 21:28
  it
• 21:28
  went
• 21:28
  up
• 21:29
  5%,
• 21:29
  10%,
• 21:29
  20%,
• 21:29
  30%?
• 21:31
  20%?
• 21:32
  Didn't
• 21:32
  change
• 21:32
  at
• 21:32
  all.
• 21:32
  Oh.
• 21:33
  That's
• 21:33
  great.
• 21:33
  Because
• 21:33
  people,
• 21:34
  because
• 21:34
  the
• 21:34
  clinicians
• 21:34
  didn't
• 21:35
  really
• 21:35
  believe
• 21:36
  that
• 21:36
  surgery
• 21:37
  was
• 21:37
  the
• 21:37
  solution.
• 21:38
  They
• 21:38
  saw
• 21:38
  the
• 21:38
  data,
• 21:39
  but
• 21:39
  they
• 21:39
  didn't
• 21:39
  really
• 21:40
  believe
• 21:40
  that
• 21:40
  was
• 21:40
  the
• 21:40
  solution.
• 21:40
  Okay.
• 21:41
  Yeah.
• 21:41
  And
• 21:41
  so
• 21:41
  I
• 21:42
  think
• 21:42
  it
• 21:42
  goes
• 21:42
  back
• 21:42
  to
• 21:43
  this
• 21:43
  idea
• 21:43
  of
• 21:44
  you
• 21:44
  have
• 21:44
  to
• 21:45
  really
• 21:45
  understand
• 21:46
  or
• 21:46
  find
• 21:47
  that
• 21:47
  initial
• 21:48
  application.
• 21:49
  And
• 21:49
  I
• 21:49
  started
• 21:49
  saying
• 21:50
  my
• 21:50
  first
• 21:50
  job,
• 21:50
  it
• 21:51
  was
• 21:51
  in
• 21:51
  marketing
• 21:52
  selling
• 21:52
  cigarettes.
• 21:53
  My
• 21:53
  first
• 21:54
  medical
• 21:54
  healthcare
• 21:55
  related
• 21:55
  job
• 21:56
  was
• 21:56
  with
• 21:56
  the
• 21:57
  world's
• 21:57
  first
• 21:57
  surgical
• 21:58
  robotic
• 21:58
  company.
• 21:59
  And
• 21:59
  people
• 21:59
  now
• 22:00
  think,
• 22:00
  gosh,
• 22:00
  yeah,
• 22:01
  robots
• 22:01
  and
• 22:01
  surgery,
• 22:02
  it's
• 22:02
  a
• 22:02
  no-brainer.
• 22:03
  Everyone
• 22:03
  understands
• 22:04
  the
• 22:04
  value.
• 22:04
  You're
• 22:04
  taking
• 22:04
  an
• 22:05
  open
• 22:05
  surgery
• 22:05
  to
• 22:06
  a
• 22:06
  minimally
• 22:06
  invasive
• 22:06
  one."
• 22:07
  But
• 22:07
  I
• 22:07
  was
• 22:07
  shocked
• 22:08
  to
• 22:08
  think
• 22:08
  this
• 22:09
  has
• 22:09
  real
• 22:09
  differentiation.
• 22:10
  This
• 22:10
  has
• 22:11
  real
• 22:11
  opportunity.
• 22:12
  Do
• 22:12
  you
• 22:12
  know
• 22:12
  how
• 22:13
  difficult
• 22:13
  it
• 22:13
  was
• 22:14
  to
• 22:14
  sell
• 22:14
  robots
• 22:15
  back
• 22:15
  in
• 22:15
  the
• 22:15
  late
• 22:16
  '90s?
• 22:16
  No
• 22:16
  one
• 22:17
  cared.
• 22:17
  No
• 22:17
  one
• 22:18
  really
• 22:18
  believed
• 22:19
  that
• 22:19
  it
• 22:19
  was
• 22:19
  worth
• 22:19
  the
• 22:20
  money,
• 22:20
  the
• 22:21
  added
• 22:21
  time
• 22:21
  in
• 22:21
  the
• 22:21
  operating
• 22:22
  room
• 22:22
  to
• 22:22
  set
• 22:22
  it
• 22:22
  up.
• 22:23
  You
• 22:23
  had
• 22:23
  to
• 22:23
  build
• 22:23
  a
• 22:23
  dedicated
• 22:24
  OR.
• 22:25
  The
• 22:25
  surgeon
• 22:25
  wasn't
• 22:25
  even,
• 22:26
  scrubbed
• 22:26
  in.
• 22:26
  He
• 22:27
  was
• 22:27
  sitting,
• 22:27
  away
• 22:27
  at
• 22:28
  a
• 22:28
  console.
• 22:28
  It
• 22:28
  was
• 22:28
  bananas.
• 22:30
  That's
• 22:30
  amazing.
• 22:30
  Until
• 22:31
  we
• 22:31
  understood
• 22:31
  where
• 22:32
  can
• 22:32
  we
• 22:32
  find
• 22:33
  one
• 22:33
  procedure,
• 22:34
  one
• 22:35
  surgery
• 22:35
  that
• 22:36
  you
• 22:36
  can
• 22:36
  get
• 22:36
  people
• 22:36
  to
• 22:36
  say,
• 22:37
  "This
• 22:37
  makes
• 22:38
  sense."
• 22:38
  And
• 22:38
  it
• 22:38
  was
• 22:39
  the
• 22:39
  radical
• 22:39
  prostatectomy.
• 22:40
  Okay.
• 22:40
  And
• 22:40
  the
• 22:40
  premise
• 22:41
  was
• 22:42
  we
• 22:42
  can
• 22:42
  have
• 22:42
  better
• 22:43
  dissection,
• 22:43
  more
• 22:44
  precise
• 22:44
  dissection,
• 22:45
  which
• 22:45
  we
• 22:45
  believe,
• 22:46
  not
• 22:46
  even
• 22:46
  proven,
• 22:47
  we
• 22:47
  believe
• 22:48
  reduces
• 22:48
  the
• 22:48
  risk
• 22:49
  of
• 22:49
  impotence
• 22:50
  and
• 22:50
  incontinence
• 22:50
  for
• 22:51
  the
• 22:51
  patients.
• 22:52
  And
• 22:52
  patients
• 22:52
  cared
• 22:53
  a
• 22:53
  lot
• 22:53
  about
• 22:54
  that.
• 22:54
  All
• 22:54
  these
• 22:54
  years
• 22:55
  later,
• 22:55
  it's
• 22:55
  never
• 22:55
  been
• 22:56
  proven
• 22:56
  that
• 22:56
  robotic
• 22:57
  radical
• 22:57
  prostatectomy
• 22:58
  is
• 22:58
  actually
• 22:59
  better
• 22:59
  than
• 22:59
  laparoscopic
• 23:01
  prostatectomy,
• 23:01
  but
• 23:01
  at
• 23:01
  the
• 23:01
  time,
• 23:02
  the
• 23:02
  surgeons
• 23:03
  couldn't
• 23:03
  do
• 23:03
  it
• 23:03
  laparoscopically.
• 23:03
  Yeah.
• 23:04
  And
• 23:04
  so
• 23:04
  you
• 23:05
  simply
• 23:05
  said,
• 23:05
  "I
• 23:06
  can
• 23:06
  do
• 23:06
  this.
• 23:06
  I
• 23:07
  can
• 23:07
  transform
• 23:07
  your
• 23:08
  procedure
• 23:08
  from
• 23:09
  open
• 23:09
  to
• 23:09
  laparos-
• 23:10
  or
• 23:10
  open
• 23:10
  to
• 23:10
  minimally
• 23:10
  invasive."
• 23:11
  And
• 23:11
  you're
• 23:12
  going
• 23:12
  to
• 23:12
  essentially
• 23:13
  do
• 23:13
  a
• 23:13
  minimally
• 23:14
  invasive
• 23:14
  procedure
• 23:15
  with
• 23:15
  more
• 23:15
  dexterity
• 23:16
  and
• 23:16
  precision,
• 23:17
  and
• 23:17
  isn't
• 23:17
  that
• 23:17
  amazing?
• 23:18
  And
• 23:18
  that
• 23:18
  was
• 23:18
  the
• 23:19
  beginning.
• 23:19
  For
• 23:19
  10
• 23:20
  years,
• 23:20
  that's
• 23:21
  all
• 23:21
  Intuitive
• 23:21
  Surgical
• 23:22
  sold,
• 23:22
  was
• 23:23
  a
• 23:23
  robot
• 23:23
  for
• 23:23
  a
• 23:23
  radical
• 23:24
  prostatectomy.
• 23:25
  Even
• 23:25
  now,
• 23:25
  robots
• 23:26
  are
• 23:26
  used
• 23:26
  in
• 23:26
  maybe
• 23:26
  5%
• 23:27
  of
• 23:27
  surgeries,
• 23:27
  but
• 23:27
  it's
• 23:28
  billions
• 23:28
  and
• 23:28
  billions
• 23:28
  and
• 23:28
  billions
• 23:29
  of
• 23:29
  dollars
• 23:29
  because
• 23:30
  people
• 23:30
  believed
• 23:31
  that
• 23:31
  made
• 23:31
  sense,
• 23:32
  and
• 23:32
  then
• 23:32
  they
• 23:32
  found
• 23:33
  ways
• 23:33
  to
• 23:33
  expand.
• 23:34
  But
• 23:34
  you
• 23:34
  have
• 23:34
  to
• 23:34
  find
• 23:35
  one
• 23:36
  application,
• 23:36
  the
• 23:37
  killer
• 23:37
  app,
• 23:37
  you
• 23:37
  know-
• 23:38
  Yeah
• 23:38
  that
• 23:38
  makes
• 23:38
  sense
• 23:38
  for
• 23:39
  people
• 23:39
  to
• 23:39
  be
• 23:39
  safe
• 23:40
  enough
• 23:40
  to
• 23:40
  change
• 23:41
  their
• 23:41
  behavior
• 23:42
  and
• 23:42
  then
• 23:42
  stand
• 23:43
  behind
• 23:43
  it
• 23:43
  and
• 23:44
  say,
• 23:44
  "No,
• 23:44
  this
• 23:44
  is
• 23:45
  going
• 23:45
  to
• 23:45
  be
• 23:45
  the
• 23:45
  new
• 23:45
  standard
• 23:46
  of
• 23:46
  care."
• 23:46
  It's
• 23:46
  interesting.
• 23:47
  And,
• 23:47
  so
• 23:47
  when
• 23:47
  you're
• 23:47
  talking
• 23:48
  about
• 23:48
  reframing,
• 23:49
  is
• 23:49
  that,
• 23:49
  would
• 23:49
  that
• 23:49
  be
• 23:49
  the
• 23:50
  same
• 23:50
  as
• 23:50
  when
• 23:51
  you're
• 23:51
  talking
• 23:51
  about,
• 23:51
  category
• 23:52
  design
• 23:52
  to
• 23:53
  ensure
• 23:53
  that
• 23:53
  people
• 23:54
  actually
• 23:54
  are
• 23:54
  going
• 23:55
  to...
• 23:55
  that
• 23:55
  we're
• 23:55
  designing
• 23:56
  the
• 23:56
  category
• 23:56
  that
• 23:56
  we're
• 23:56
  pointing
• 23:57
  people
• 23:57
  into
• 23:57
  or
• 23:57
  the
• 23:58
  product
• 23:58
  into,
• 23:58
  or
• 23:58
  is
• 23:58
  that
• 23:59
  something
• 23:59
  different?
• 23:59
  No,
• 23:59
  it's
• 24:00
  exactly
• 24:00
  the
• 24:00
  same
• 24:00
  thing.
• 24:01
  Most
• 24:01
  people
• 24:01
  just
• 24:01
  don't
• 24:02
  know
• 24:02
  the
• 24:02
  term
• 24:02
  category
• 24:03
  design.
• 24:03
  Yeah.
• 24:03
  But
• 24:03
  it's
• 24:04
  specifically
• 24:04
  that,
• 24:04
  which
• 24:05
  is
• 24:05
  you
• 24:05
  wanna
• 24:06
  create
• 24:06
  a
• 24:06
  new
• 24:06
  space
• 24:07
  in
• 24:07
  your
• 24:07
  audience's
• 24:08
  brain,
• 24:08
  right?
• 24:09
  A
• 24:09
  new
• 24:09
  category.
• 24:10
  And
• 24:10
  what
• 24:10
  people
• 24:10
  forget
• 24:11
  or
• 24:11
  miss
• 24:12
  is
• 24:12
  that
• 24:12
  we
• 24:13
  buy
• 24:13
  the
• 24:13
  category
• 24:14
  first,
• 24:14
  then
• 24:15
  we
• 24:15
  buy
• 24:15
  the
• 24:15
  brand.
• 24:16
  Yeah.
• 24:16
  So
• 24:16
  for
• 24:16
  instance,
• 24:16
  going
• 24:17
  back
• 24:17
  to
• 24:17
  spaghetti,
• 24:17
  if
• 24:18
  you
• 24:18
  say,
• 24:18
  "I'm
• 24:18
  gonna
• 24:18
  make
• 24:18
  spaghetti
• 24:19
  tonight,"
• 24:19
  and
• 24:19
  you
• 24:19
  drive
• 24:19
  to
• 24:19
  the
• 24:20
  grocery
• 24:20
  store,
• 24:20
  you
• 24:21
  look
• 24:21
  at
• 24:21
  the
• 24:22
  aisles
• 24:22
  in
• 24:22
  the
• 24:22
  grocery
• 24:23
  store.
• 24:23
  They're
• 24:23
  set
• 24:23
  up
• 24:23
  by
• 24:24
  categories.
• 24:24
  Yeah.
• 24:25
  And
• 24:25
  you
• 24:25
  say,
• 24:25
  "Okay,
• 24:25
  aisle
• 24:26
  eight
• 24:26
  is,
• 24:27
  pasta."
• 24:27
  And
• 24:27
  then
• 24:27
  I
• 24:28
  go
• 24:28
  and
• 24:28
  I
• 24:28
  say,
• 24:28
  "Okay,
• 24:29
  I
• 24:29
  need
• 24:29
  red
• 24:30
  sauce."
• 24:30
  That's
• 24:31
  the
• 24:31
  category.
• 24:31
  I
• 24:32
  want
• 24:32
  organic
• 24:32
  red
• 24:33
  sauce."
• 24:33
  That's
• 24:33
  the,
• 24:34
  subcategory.
• 24:35
  Then
• 24:35
  I
• 24:35
  choose
• 24:36
  the
• 24:36
  brand
• 24:36
  Prego.
• 24:37
  Yeah.
• 24:37
  I
• 24:37
  don't
• 24:37
  say,
• 24:38
  "I
• 24:38
  need
• 24:38
  Prego,"
• 24:39
  so
• 24:39
  I
• 24:39
  think
• 24:39
  that's
• 24:39
  the
• 24:39
  first
• 24:40
  mistake
• 24:40
  companies
• 24:41
  make.
• 24:41
  The
• 24:41
  second
• 24:41
  one,
• 24:42
  though,
• 24:42
  going
• 24:42
  back
• 24:42
  to
• 24:42
  cigarettes
• 24:43
  versus
• 24:43
  robots,
• 24:44
  is
• 24:44
  that
• 24:44
  there
• 24:44
  can
• 24:44
  be
• 24:45
  lots
• 24:45
  and
• 24:45
  lots
• 24:45
  of
• 24:46
  different
• 24:46
  brands,
• 24:47
  and
• 24:47
  what
• 24:47
  makes
• 24:48
  someone
• 24:48
  really
• 24:49
  choose
• 24:49
  you,
• 24:49
  are
• 24:50
  they
• 24:50
  really
• 24:51
  agnostic
• 24:51
  at
• 24:52
  the
• 24:52
  end
• 24:52
  of
• 24:52
  the
• 24:52
  day?
• 24:53
  B-
• 24:53
  That
• 24:54
  I
• 24:54
  won't
• 24:54
  cook
• 24:55
  spaghetti
• 24:55
  tonight
• 24:55
  if
• 24:55
  I
• 24:55
  can't
• 24:55
  find
• 24:56
  Prego.
• 24:56
  No,
• 24:56
  I'll
• 24:56
  j-
• 24:57
  just
• 24:57
  go
• 24:57
  get
• 24:58
  something
• 24:58
  else,
• 24:58
  right?
• 24:58
  Different
• 24:59
  brand.
• 24:59
  Or
• 24:59
  can
• 25:00
  I
• 25:00
  say,
• 25:00
  "I
• 25:00
  literally
• 25:01
  can't
• 25:01
  make
• 25:01
  spaghetti
• 25:02
  tonight
• 25:02
  because,
• 25:03
  there,
• 25:03
  I'm
• 25:03
  missing
• 25:03
  my
• 25:03
  category"?
• 25:04
  And
• 25:04
  so
• 25:04
  I
• 25:04
  think
• 25:05
  what
• 25:05
  people
• 25:05
  have
• 25:05
  to
• 25:06
  understand
• 25:06
  is
• 25:06
  either
• 25:07
  create
• 25:07
  a
• 25:07
  new
• 25:07
  category,
• 25:08
  a
• 25:08
  new
• 25:08
  space
• 25:08
  you
• 25:08
  can
• 25:09
  own,
• 25:09
  or
• 25:09
  you
• 25:09
  re-
• 25:10
  you
• 25:10
  redesign
• 25:11
  the
• 25:11
  category
• 25:12
  that
• 25:12
  already
• 25:12
  exists.
• 25:12
  So
• 25:12
  the
• 25:13
  iPhone,
• 25:13
  of
• 25:13
  course,
• 25:13
  was
• 25:14
  not
• 25:14
  the
• 25:14
  first,
• 25:14
  mobile
• 25:15
  phone,
• 25:15
  but
• 25:15
  it
• 25:15
  redesigned
• 25:16
  what
• 25:16
  a
• 25:16
  phone,
• 25:17
  a
• 25:17
  digital
• 25:17
  or
• 25:18
  mobile
• 25:18
  phone
• 25:18
  should
• 25:18
  be,
• 25:19
  so
• 25:19
  that's
• 25:19
  redesigning
• 25:20
  a
• 25:20
  category.
• 25:20
  Or
• 25:21
  you
• 25:21
  can
• 25:21
  niche
• 25:21
  down
• 25:22
  in
• 25:22
  a
• 25:22
  category.
• 25:23
  So
• 25:23
  going
• 25:23
  back
• 25:23
  to
• 25:23
  the
• 25:23
  neuromodulation
• 25:24
  and
• 25:24
  migraine,
• 25:25
  you
• 25:25
  niche
• 25:26
  down
• 25:26
  to
• 25:27
  a
• 25:27
  specific
• 25:27
  patient
• 25:27
  population
• 25:28
  you
• 25:28
  can
• 25:28
  own.
• 25:29
  And
• 25:29
  so
• 25:29
  there's
• 25:29
  three
• 25:30
  different
• 25:30
  ways
• 25:30
  to
• 25:30
  basically
• 25:31
  become
• 25:31
  the
• 25:32
  only,
• 25:32
  which
• 25:32
  is
• 25:32
  really
• 25:33
  the
• 25:33
  context
• 25:33
  of
• 25:33
  category
• 25:34
  design.
• 25:34
  Yeah.
• 25:34
  It's
• 25:34
  not
• 25:35
  being
• 25:35
  better,
• 25:35
  it's
• 25:36
  being
• 25:36
  different
• 25:36
  so
• 25:37
  that
• 25:37
  you're
• 25:37
  the
• 25:37
  only
• 25:38
  option
• 25:38
  really
• 25:38
  for
• 25:39
  them.
• 25:39
  Yeah,
• 25:39
  no,
• 25:39
  I
• 25:39
  really
• 25:39
  like
• 25:40
  the
• 25:40
  example
• 25:40
  of
• 25:40
  the
• 25:40
  iPhone
• 25:41
  'cause
• 25:41
  it
• 25:41
  brings
• 25:41
  together
• 25:41
  several
• 25:42
  different
• 25:42
  ideas
• 25:43
  because,
• 25:43
  the
• 25:43
  iPhone,
• 25:44
  we
• 25:44
  were
• 25:44
  talking
• 25:44
  about
• 25:45
  it
• 25:45
  earlier,
• 25:45
  is
• 25:46
  they
• 25:46
  gave
• 25:46
  you
• 25:46
  one
• 25:46
  choice.
• 25:47
  When
• 25:47
  the
• 25:47
  iPhone,
• 25:47
  yeah,
• 25:48
  when
• 25:48
  the
• 25:48
  iPhone
• 25:48
  came
• 25:48
  out,
• 25:49
  and
• 25:49
  actually
• 25:49
  still
• 25:49
  now,
• 25:50
  you've
• 25:50
  got
• 25:50
  iPhone
• 25:50
  whatever
• 25:51
  it
• 25:51
  is,
• 25:51
  15,
• 25:51
  20,
• 25:52
  I
• 25:52
  have
• 25:52
  no
• 25:52
  idea.
• 25:52
  But,
• 25:53
  it's
• 25:53
  the
• 25:53
  same,
• 25:53
  it's
• 25:53
  a,
• 25:54
  it's
• 25:54
  pretty
• 25:54
  much
• 25:54
  the
• 25:54
  same
• 25:54
  platform.
• 25:55
  They've
• 25:55
  improved
• 25:56
  little
• 25:56
  bits
• 25:56
  around
• 25:56
  it.
• 25:57
  But
• 25:57
  you
• 25:57
  can
• 25:57
  get
• 25:57
  an
• 25:58
  iPhone.
• 25:58
  You
• 25:58
  can't...
• 25:58
  It's
• 25:59
  not
• 25:59
  like
• 25:59
  a
• 25:59
  Samsung
• 26:00
  where
• 26:00
  you
• 26:00
  can
• 26:00
  get
• 26:00
  50
• 26:01
  million
• 26:01
  different
• 26:01
  Samsungs.
• 26:02
  Now,
• 26:02
  and
• 26:02
  there's
• 26:02
  different
• 26:03
  ways
• 26:03
  to
• 26:03
  do
• 26:03
  it
• 26:03
  'cause
• 26:03
  Samsung
• 26:03
  is
• 26:04
  still
• 26:04
  successful,
• 26:05
  but
• 26:05
  the
• 26:05
  iPhone
• 26:05
  is
• 26:06
  just
• 26:06
  this
• 26:06
  is
• 26:06
  the
• 26:06
  phone,
• 26:07
  and
• 26:07
  that's
• 26:07
  it.
• 26:07
  We're
• 26:07
  not
• 26:08
  giving
• 26:08
  you
• 26:08
  50,
• 26:09
  loads
• 26:09
  of
• 26:09
  different
• 26:09
  options.
• 26:10
  It's
• 26:10
  just
• 26:10
  one
• 26:10
  option."
• 26:11
  And
• 26:11
  actually
• 26:11
  people
• 26:11
  love
• 26:11
  it.
• 26:12
  I'm
• 26:12
  not
• 26:12
  an
• 26:12
  iPhone
• 26:12
  user
• 26:13
  actually,
• 26:13
  but
• 26:13
  when
• 26:13
  y-
• 26:13
  when
• 26:14
  I
• 26:14
  speak
• 26:14
  to
• 26:14
  iPhone
• 26:15
  users,
• 26:16
  they're
• 26:16
  almost
• 26:16
  evangelical
• 26:17
  about
• 26:17
  it,
• 26:17
  and
• 26:18
  you
• 26:18
  don't
• 26:18
  have
• 26:19
  that-
• 26:20
  same
• 26:20
  level
• 26:21
  of
• 26:21
  brand
• 26:21
  loyalty
• 26:21
  to
• 26:22
  Samsung,
• 26:22
  for
• 26:22
  example.
• 26:22
  No.
• 26:22
  I
• 26:22
  get
• 26:22
  Samsung
• 26:22
  or
• 26:24
  Google
• 26:24
  no,
• 26:24
  no
• 26:24
  yeah.
• 26:25
  And
• 26:25
  I
• 26:25
  think
• 26:25
  to
• 26:25
  your
• 26:25
  point,
• 26:26
  it's
• 26:26
  also
• 26:26
  this
• 26:26
  idea
• 26:27
  of,
• 26:28
  if
• 26:28
  you're
• 26:28
  the
• 26:28
  category,
• 26:29
  almost
• 26:30
  every
• 26:30
  category
• 26:30
  has
• 26:31
  a
• 26:31
  king.
• 26:31
  One
• 26:32
  person-
• 26:32
  Yeah
• 26:32
  who
• 26:32
  owns
• 26:32
  up
• 26:33
  to
• 26:33
  76%
• 26:34
  of
• 26:34
  the
• 26:34
  market,
• 26:34
  market
• 26:34
  economics.
• 26:35
  And
• 26:35
  so
• 26:35
  to
• 26:35
  your
• 26:35
  point,
• 26:36
  even
• 26:36
  if
• 26:36
  there's
• 26:36
  a
• 26:36
  very
• 26:37
  successful
• 26:37
  company
• 26:38
  like
• 26:38
  Samsung,
• 26:39
  they're
• 26:39
  still,
• 26:40
  25%
• 26:41
  of
• 26:41
  the
• 26:41
  market,
• 26:41
  valuation
• 26:42
  really
• 26:42
  that-
• 26:42
  Yeah
• 26:43
  Apple
• 26:43
  owns
• 26:43
  it.
• 26:43
  And
• 26:43
  I
• 26:44
  think
• 26:44
  to
• 26:44
  your
• 26:44
  point,
• 26:44
  you
• 26:45
  can't
• 26:45
  convince
• 26:45
  an
• 26:46
  Apple
• 26:46
  user
• 26:46
  to
• 26:46
  switch.
• 26:46
  They
• 26:47
  just
• 26:47
  won't
• 26:47
  do
• 26:47
  it.
• 26:47
  The,
• 26:47
  it's
• 26:48
  not
• 26:48
  even
• 26:48
  rational,
• 26:49
  no
• 26:49
  matter
• 26:49
  what
• 26:49
  data
• 26:49
  you
• 26:49
  gave
• 26:50
  them.
• 26:50
  Give
• 26:50
  them
• 26:50
  a
• 26:50
  free
• 26:50
  phone,
• 26:50
  they
• 26:51
  still
• 26:51
  won't
• 26:51
  switch,
• 26:51
  and
• 26:52
  that
• 26:52
  goes
• 26:52
  back
• 26:52
  to
• 26:52
  the
• 26:52
  heart
• 26:53
  of,
• 26:53
  again,
• 26:54
  behavior
• 26:54
  change.
• 26:55
  It's
• 26:55
  emotional,
• 26:55
  not
• 26:56
  rational.
• 26:56
  Doesn't
• 26:56
  matter
• 26:57
  if
• 26:57
  you're
• 26:57
  buying
• 26:57
  a
• 26:57
  phone
• 26:57
  or
• 26:58
  getting
• 26:58
  a
• 26:58
  surgery
• 26:58
  with
• 26:59
  a
• 26:59
  robot,
• 26:59
  it's
• 26:59
  a
• 26:59
  really,
• 27:00
  it's
• 27:00
  really
• 27:00
  the
• 27:00
  same.
• 27:00
  Yeah.
• 27:01
  I,
• 27:01
  the,
• 27:01
  I'm
• 27:02
  not
• 27:02
  an
• 27:02
  Apple
• 27:02
  user,
• 27:02
  and
• 27:02
  I've
• 27:03
  tried
• 27:03
  to
• 27:03
  convince
• 27:03
  Apple
• 27:03
  users.
• 27:04
  And
• 27:04
  what
• 27:04
  you
• 27:04
  said,
• 27:04
  it
• 27:04
  resonates
• 27:05
  because
• 27:06
  I'll
• 27:06
  give
• 27:06
  them
• 27:07
  loads
• 27:07
  of
• 27:07
  da-
• 27:07
  I
• 27:07
  say,
• 27:07
  "Look,
• 27:08
  but
• 27:08
  look
• 27:08
  at
• 27:08
  this
• 27:08
  and
• 27:08
  look
• 27:08
  at
• 27:08
  all
• 27:09
  the
• 27:09
  fil-"
• 27:09
  "No,
• 27:09
  no,
• 27:10
  no,
• 27:10
  no,
• 27:10
  no,
• 27:10
  no.
• 27:10
  The
• 27:11
  Apple
• 27:11
  phone
• 27:11
  is
• 27:11
  just
• 27:11
  so
• 27:12
  simple."
• 27:12
  I
• 27:12
  say,
• 27:12
  it's
• 27:12
  not,
• 27:13
  because
• 27:13
  look
• 27:13
  at
• 27:13
  this,"
• 27:13
  and
• 27:13
  I'll
• 27:13
  show
• 27:14
  them.
• 27:14
  And
• 27:14
  they
• 27:14
  say,
• 27:14
  "Yeah,
• 27:14
  no,
• 27:15
  I
• 27:15
  just
• 27:15
  prefer
• 27:15
  this.
• 27:16
  I
• 27:16
  can't
• 27:16
  use
• 27:16
  a
• 27:16
  Samsung."
• 27:17
  You
• 27:17
  show
• 27:17
  them
• 27:17
  the
• 27:17
  camera.
• 27:18
  I
• 27:18
  show
• 27:18
  them
• 27:18
  everything.
• 27:18
  I
• 27:19
  think
• 27:19
  I've
• 27:19
  converted
• 27:19
  one
• 27:20
  Apple
• 27:20
  user
• 27:20
  once,
• 27:21
  over
• 27:21
  the
• 27:21
  last
• 27:21
  20
• 27:22
  years,
• 27:22
  and
• 27:22
  I've
• 27:22
  been
• 27:22
  trying
• 27:23
  this,
• 27:23
  I'm
• 27:23
  not
• 27:23
  an
• 27:24
  evangelical
• 27:25
  for
• 27:25
  Samsung
• 27:25
  or
• 27:25
  anything
• 27:26
  of
• 27:26
  that
• 27:26
  nature.
• 27:26
  I
• 27:26
  just,
• 27:27
  I
• 27:27
  just
• 27:27
  fi-
• 27:27
  I
• 27:27
  think
• 27:28
  there's
• 27:28
  better
• 27:28
  phones
• 27:29
  than
• 27:29
  the
• 27:29
  iPhone.
• 27:29
  But
• 27:30
  it's
• 27:30
  irrelevant
• 27:30
  because
• 27:30
  it,
• 27:30
  as
• 27:31
  you
• 27:31
  said,
• 27:31
  it's
• 27:31
  an
• 27:31
  emotional
• 27:32
  connection
• 27:32
  that
• 27:32
  they
• 27:32
  have
• 27:33
  with
• 27:33
  the
• 27:33
  iPhone,
• 27:33
  and
• 27:34
  it
• 27:34
  doesn't
• 27:34
  matter
• 27:34
  what
• 27:34
  I
• 27:35
  say
• 27:35
  to
• 27:35
  them,
• 27:35
  or
• 27:35
  what
• 27:35
  they
• 27:36
  say
• 27:36
  to
• 27:36
  them.
• 27:36
  No
• 27:36
  matter
• 27:36
  how
• 27:36
  much
• 27:37
  I
• 27:37
  show
• 27:37
  them
• 27:38
  that
• 27:38
  actually
• 27:38
  this
• 27:38
  could
• 27:38
  be
• 27:38
  better,
• 27:39
  they've
• 27:39
  actually
• 27:39
  b-
• 27:40
  in
• 27:40
  their
• 27:40
  mind,
• 27:40
  "I
• 27:40
  like
• 27:41
  the
• 27:41
  iPhone,
• 27:41
  and
• 27:41
  I'm
• 27:42
  not
• 27:42
  changing.
• 27:42
  I
• 27:43
  don't
• 27:43
  care
• 27:43
  what
• 27:43
  you
• 27:43
  show
• 27:43
  me."
• 27:43
  But,
• 27:43
  and
• 27:44
  to
• 27:44
  your
• 27:44
  point,
• 27:44
  medical
• 27:45
  medical
• 27:45
  device
• 27:45
  companies
• 27:46
  or
• 27:46
  drug
• 27:46
  companies
• 27:46
  they
• 27:47
  say,
• 27:47
  "But
• 27:47
  you
• 27:48
  know
• 27:48
  what?"
• 27:48
  If
• 27:48
  we
• 27:48
  just
• 27:49
  go
• 27:49
  do
• 27:49
  one
• 27:50
  more
• 27:50
  study.
• 27:50
  They
• 27:50
  believe-
• 27:50
  they're
• 27:51
  if
• 27:51
  we
• 27:51
  just
• 27:51
  show
• 27:52
  them
• 27:52
  another
• 27:52
  clinical
• 27:53
  paper,
• 27:53
  they're
• 27:53
  gonna
• 27:54
  change,
• 27:54
  and
• 27:55
  that's
• 27:55
  not
• 27:56
  what
• 27:56
  produces
• 27:57
  the
• 27:57
  change.
• 27:58
  No.
• 27:58
  And
• 27:58
  that's
• 27:58
  a
• 27:58
  big
• 27:58
  disconnect
• 27:59
  that
• 27:59
  life
• 27:59
  sciences
• 28:00
  companies
• 28:00
  have.
• 28:00
  Even
• 28:01
  those
• 28:01
  that
• 28:01
  start
• 28:02
  as
• 28:02
  a
• 28:02
  clinician
• 28:03
  who
• 28:03
  think,
• 28:03
  "I
• 28:03
  have
• 28:04
  the
• 28:04
  solution",
• 28:04
  it
• 28:05
  doesn't
• 28:05
  matter.
• 28:05
  It
• 28:05
  doesn't
• 28:06
  matter.
• 28:06
  Yeah,
• 28:06
  no,
• 28:06
  and
• 28:06
  I
• 28:07
  think
• 28:07
  that's
• 28:07
  even
• 28:07
  if
• 28:07
  you
• 28:08
  took
• 28:08
  people
• 28:08
  t-
• 28:08
  nothing
• 28:08
  away,
• 28:09
  else
• 28:09
  away
• 28:09
  from
• 28:10
  here,
• 28:10
  and
• 28:10
  they
• 28:10
  will
• 28:10
  obviously,
• 28:11
  I
• 28:11
  think
• 28:11
  that
• 28:12
  emotional
• 28:12
  connection,
• 28:13
  if
• 28:13
  you're
• 28:13
  a
• 28:13
  lis-
• 28:14
  you're
• 28:14
  a
• 28:14
  founder
• 28:15
  listening
• 28:15
  to
• 28:15
  this,
• 28:16
  or
• 28:16
  you've
• 28:16
  got
• 28:16
  a
• 28:16
  product
• 28:16
  and
• 28:16
  it's
• 28:17
  not
• 28:17
  going
• 28:17
  as
• 28:17
  quickly
• 28:18
  as
• 28:18
  you
• 28:18
  hope,
• 28:18
  one
• 28:19
  of
• 28:19
  the
• 28:19
  things
• 28:19
  that,
• 28:19
  I
• 28:19
  think
• 28:20
  that
• 28:20
  I'm
• 28:20
  picking
• 28:20
  up
• 28:20
  from
• 28:20
  Holly
• 28:21
  is
• 28:21
  you
• 28:21
  need
• 28:22
  to
• 28:22
  think
• 28:22
  about
• 28:23
  that
• 28:23
  connection
• 28:24
  and
• 28:24
  not
• 28:24
  just
• 28:24
  think
• 28:25
  about
• 28:25
  the
• 28:25
  data
• 28:25
  because
• 28:26
  I
• 28:26
  think
• 28:26
  clinicians
• 28:26
  specifically
• 28:27
  always
• 28:27
  think,
• 28:28
  as
• 28:28
  you
• 28:28
  just
• 28:28
  said,
• 28:29
  oh,
• 28:29
  it's
• 28:29
  because
• 28:29
  we
• 28:29
  haven't
• 28:29
  got
• 28:29
  enough
• 28:30
  data."
• 28:30
  You
• 28:30
  might
• 28:30
  have
• 28:30
  enough
• 28:31
  data,
• 28:31
  and
• 28:31
  it's
• 28:31
  the
• 28:31
  way
• 28:32
  you're
• 28:32
  using
• 28:32
  that
• 28:32
  data
• 28:33
  and
• 28:33
  actually
• 28:34
  connecting
• 28:34
  that
• 28:34
  data
• 28:35
  to
• 28:35
  the
• 28:35
  emotional
• 28:36
  response
• 28:36
  that
• 28:36
  people
• 28:37
  are
• 28:37
  having,
• 28:37
  and
• 28:37
  understanding,
• 28:38
  as
• 28:38
  we
• 28:38
  just
• 28:38
  discussed,
• 28:39
  the
• 28:39
  category
• 28:40
  that
• 28:40
  you're
• 28:41
  trying
• 28:41
  to
• 28:41
  own,
• 28:41
  and
• 28:41
  then
• 28:42
  making
• 28:42
  sure
• 28:42
  that
• 28:42
  they
• 28:42
  have
• 28:42
  the
• 28:42
  right
• 28:43
  emotional
• 28:43
  response
• 28:43
  to
• 28:44
  that
• 28:44
  rather
• 28:44
  than
• 28:45
  thinking,
• 28:45
  "Oh,
• 28:46
  I'll
• 28:46
  spend
• 28:46
  lots
• 28:46
  of
• 28:46
  money."
• 28:47
  And
• 28:47
  actually,
• 28:47
  what's
• 28:48
  refreshing
• 28:48
  about
• 28:48
  this
• 28:48
  approach
• 28:49
  is
• 28:49
  it's
• 28:49
  less
• 28:49
  expensive
• 28:50
  because
• 28:50
  it's
• 28:50
  quite
• 28:51
  expensive
• 28:51
  to
• 28:51
  keep
• 28:51
  going
• 28:51
  and
• 28:52
  getting
• 28:52
  more
• 28:52
  data.
• 28:52
  I
• 28:52
  always
• 28:53
  say
• 28:53
  this
• 28:53
  is
• 28:53
  the
• 28:53
  cheapest
• 28:54
  thing
• 28:54
  you
• 28:54
  could
• 28:54
  ever
• 28:55
  do
• 28:55
  if
• 28:55
  you
• 28:55
  just
• 28:55
  did
• 28:56
  it.
• 28:56
  Yeah.
• 28:56
  And
• 28:56
  I
• 28:56
  think
• 28:56
  to
• 28:56
  your
• 28:57
  point,
• 28:57
  there
• 28:57
  is
• 28:58
  this,
• 28:58
  legacy
• 28:59
  hangover
• 28:59
  almost
• 29:00
  in
• 29:00
  this
• 29:00
  industry
• 29:01
  of
• 29:01
  it's
• 29:01
  data,
• 29:02
  data,
• 29:02
  data,
• 29:02
  data,
• 29:02
  data.
• 29:03
  And
• 29:03
  th-
• 29:04
  the,
• 29:04
  it's
• 29:04
  just
• 29:04
  this,
• 29:05
  it's
• 29:05
  farcical
• 29:06
  because
• 29:06
  it's
• 29:06
  just
• 29:06
  not
• 29:06
  true.
• 29:07
  And
• 29:07
  again,
• 29:07
  I
• 29:08
  recognize
• 29:08
  that,
• 29:09
  people
• 29:09
  take
• 29:09
  umbrage
• 29:10
  like,
• 29:10
  "Oh,
• 29:10
  these
• 29:10
  are
• 29:10
  the
• 29:10
  smartest
• 29:10
  people.
• 29:11
  They're,
• 29:12
  safety
• 29:12
  is,
• 29:12
  paramount.
• 29:13
  Data
• 29:13
  is
• 29:14
  what,
• 29:14
  is
• 29:14
  the
• 29:14
  true
• 29:14
  north."
• 29:15
  But
• 29:15
  it's
• 29:15
  not.
• 29:15
  It's
• 29:16
  like
• 29:16
  a
• 29:16
  dirty
• 29:16
  little
• 29:16
  secret,
• 29:17
  It
• 29:17
  just
• 29:18
  is
• 29:18
  what
• 29:18
  helps
• 29:18
  people
• 29:18
  justify
• 29:19
  their
• 29:19
  behavior.
• 29:20
  And
• 29:20
  I
• 29:20
  think
• 29:20
  to
• 29:20
  your
• 29:20
  point,
• 29:21
  you
• 29:21
  can't
• 29:21
  the
• 29:22
  unwilling,
• 29:22
  y-
• 29:22
  to
• 29:22
  your
• 29:23
  point.
• 29:23
  No
• 29:23
  matter
• 29:23
  how
• 29:24
  s-
• 29:24
  how
• 29:24
  tall
• 29:24
  the
• 29:24
  stack
• 29:25
  of
• 29:25
  research
• 29:26
  is
• 29:26
  or
• 29:26
  data
• 29:26
  points
• 29:27
  is,
• 29:27
  you
• 29:27
  can't
• 29:27
  convince
• 29:28
  the
• 29:28
  unwilling
• 29:28
  because
• 29:29
  people
• 29:29
  buy
• 29:29
  what
• 29:29
  you
• 29:30
  make
• 29:30
  happen,
• 29:30
  not
• 29:31
  what
• 29:31
  you
• 29:31
  make.
• 29:31
  Yeah,
• 29:32
  no,
• 29:32
  and
• 29:32
  it,
• 29:33
  that
• 29:33
  leads
• 29:33
  me
• 29:33
  on,
• 29:34
  it's
• 29:34
  not
• 29:34
  a,
• 29:34
  and
• 29:34
  the
• 29:34
  question
• 29:34
  is
• 29:34
  just
• 29:34
  an
• 29:35
  observation,
• 29:36
  because
• 29:36
  lots
• 29:36
  of
• 29:36
  people
• 29:37
  have
• 29:37
  been
• 29:37
  talking
• 29:37
  to
• 29:37
  me
• 29:37
  about
• 29:38
  AI,
• 29:38
  and
• 29:38
  it's
• 29:38
  similar
• 29:38
  to
• 29:38
  robotics
• 29:39
  actually.
• 29:39
  People
• 29:40
  historically
• 29:41
  would
• 29:41
  have
• 29:41
  thought
• 29:41
  because
• 29:41
  it's
• 29:41
  robotics
• 29:42
  and
• 29:42
  it's
• 29:42
  clever,
• 29:42
  everyone's
• 29:43
  gonna
• 29:43
  want
• 29:43
  it.
• 29:43
  Now,
• 29:44
  Dave,
• 29:44
  everybody
• 29:45
  says,
• 29:45
  "Oh,
• 29:45
  it's
• 29:45
  a-
• 29:46
  I've
• 29:46
  got
• 29:46
  AI
• 29:46
  in
• 29:47
  it."
• 29:47
  And
• 29:47
  I
• 29:47
  keep
• 29:47
  saying
• 29:47
  to
• 29:47
  them,
• 29:47
  stop
• 29:48
  talking
• 29:48
  about
• 29:48
  the
• 29:49
  AI",
• 29:49
  because
• 29:50
  that's,
• 29:50
  to
• 29:50
  your
• 29:50
  point,
• 29:51
  that's
• 29:51
  what
• 29:51
  you've
• 29:52
  made.
• 29:52
  No,
• 29:53
  what
• 29:53
  is
• 29:53
  that
• 29:53
  gonna
• 29:54
  make
• 29:54
  happen?
• 29:54
  That's
• 29:54
  all
• 29:55
  anyone
• 29:55
  cares
• 29:55
  about,
• 29:55
  whether
• 29:56
  it's
• 29:57
  AI,
• 29:57
  human
• 29:57
  intelligence,
• 29:58
  whatever
• 29:58
  it
• 29:58
  is,
• 29:58
  they
• 29:59
  don't
• 29:59
  care.
• 29:59
  Does
• 30:00
  this
• 30:00
  help
• 30:00
  me
• 30:01
  do
• 30:01
  what
• 30:02
  I
• 30:02
  want
• 30:02
  to
• 30:02
  do
• 30:02
  better?
• 30:03
  If
• 30:03
  it
• 30:03
  does,
• 30:03
  then
• 30:03
  I'm
• 30:03
  interested.
• 30:04
  But
• 30:04
  you
• 30:04
  saying
• 30:05
  it's
• 30:05
  AI,
• 30:05
  which
• 30:05
  is
• 30:06
  what
• 30:06
  people
• 30:06
  get
• 30:06
  focused
• 30:07
  on,
• 30:07
  and
• 30:07
  then
• 30:07
  they
• 30:07
  start
• 30:07
  spending
• 30:08
  loads
• 30:08
  of
• 30:08
  money
• 30:08
  saying,
• 30:08
  "Oh,
• 30:09
  it's
• 30:09
  got
• 30:09
  an
• 30:09
  A-
• 30:09
  if
• 30:09
  it's
• 30:09
  got
• 30:09
  an
• 30:09
  AI
• 30:09
  interface,
• 30:10
  people
• 30:10
  want
• 30:10
  it."
• 30:10
  Not
• 30:11
  necessarily.
• 30:11
  Does
• 30:11
  it
• 30:12
  improve
• 30:12
  their
• 30:13
  end
• 30:13
  points,
• 30:13
  their
• 30:14
  end
• 30:14
  game,
• 30:14
  their,
• 30:14
  the
• 30:14
  results?
• 30:15
  If
• 30:15
  it
• 30:15
  doesn't
• 30:16
  and
• 30:16
  it
• 30:16
  doesn't
• 30:17
  change,
• 30:17
  then
• 30:17
  emotionally
• 30:18
  they're
• 30:18
  not
• 30:18
  gonna
• 30:18
  be
• 30:18
  connected
• 30:18
  to
• 30:19
  it.
• 30:19
  They
• 30:19
  might
• 30:19
  find
• 30:20
  it
• 30:20
  interesting
• 30:20
  to
• 30:20
  look
• 30:20
  at
• 30:21
  'cause
• 30:21
  it's
• 30:21
  AI
• 30:21
  and
• 30:21
  it's
• 30:21
  innovative,
• 30:22
  but
• 30:23
  it's
• 30:23
  not
• 30:23
  going
• 30:23
  to
• 30:23
  make
• 30:24
  them
• 30:24
  say,
• 30:25
  g-
• 30:25
  as
• 30:25
  you
• 30:25
  were
• 30:25
  just
• 30:25
  talking
• 30:26
  about,
• 30:26
  the
• 30:26
  a-
• 30:26
  an
• 30:27
  advocate
• 30:27
  for
• 30:27
  your
• 30:27
  product.
• 30:28
  Because
• 30:28
  actually
• 30:28
  advocacy
• 30:29
  comes
• 30:29
  from
• 30:30
  it
• 30:30
  does
• 30:30
  make
• 30:30
  something
• 30:31
  happen.
• 30:31
  It
• 30:31
  makes
• 30:31
  a
• 30:31
  change,
• 30:32
  and
• 30:32
  I
• 30:32
  think
• 30:32
  that's
• 30:32
  really
• 30:33
  important
• 30:34
  for
• 30:34
  people
• 30:34
  to
• 30:34
  take
• 30:35
  from
• 30:35
  this
• 30:35
  conversation,
• 30:36
  that
• 30:36
  it
• 30:36
  is
• 30:36
  that
• 30:36
  emotional
• 30:37
  connection.
• 30:37
  It
• 30:37
  is
• 30:38
  what
• 30:38
  are
• 30:38
  you
• 30:38
  gonna
• 30:38
  make
• 30:39
  happen,
• 30:39
  and
• 30:39
  therefore
• 30:40
  why
• 30:40
  would
• 30:40
  I
• 30:40
  be
• 30:40
  emotionally
• 30:41
  connected
• 30:41
  to
• 30:42
  what
• 30:42
  you're
• 30:42
  ta-
• 30:42
  what
• 30:42
  you're
• 30:43
  talking
• 30:43
  to
• 30:43
  me
• 30:43
  about?
• 30:43
  And
• 30:44
  that
• 30:44
  only
• 30:44
  the
• 30:44
  the
• 30:44
  term
• 30:45
  I've
• 30:45
  always
• 30:45
  used
• 30:45
  is
• 30:46
  what
• 30:46
  keeps
• 30:46
  me
• 30:46
  up
• 30:46
  at
• 30:47
  night.
• 30:47
  That
• 30:47
  if
• 30:47
  I
• 30:47
  can
• 30:48
  find
• 30:48
  out
• 30:48
  what
• 30:49
  keeps
• 30:49
  you
• 30:49
  up
• 30:49
  at
• 30:49
  night
• 30:50
  and
• 30:50
  I
• 30:50
  can
• 30:50
  solve
• 30:50
  that
• 30:51
  for
• 30:51
  you,
• 30:51
  which
• 30:51
  is
• 30:51
  the
• 30:51
  emotional
• 30:52
  connection,
• 30:53
  you're
• 30:53
  gonna
• 30:53
  make
• 30:53
  a
• 30:53
  change.
• 30:53
  If
• 30:54
  it
• 30:54
  doesn't
• 30:54
  keep
• 30:54
  me
• 30:54
  up
• 30:54
  at
• 30:54
  night,
• 30:55
  I'll
• 30:55
  default,
• 30:55
  as
• 30:55
  you
• 30:56
  said,
• 30:56
  to,
• 30:56
  And
• 30:56
  you're
• 30:56
  taking
• 30:56
  my
• 30:56
  stuff.
• 30:56
  They
• 30:56
  don't
• 30:56
  really
• 30:57
  care.
• 30:57
  They
• 30:57
  don't
• 30:57
  really
• 30:58
  care.
• 30:58
  Yeah.
• 30:58
  You
• 30:58
  know
• 30:58
  what,
• 30:58
  at
• 30:59
  the
• 30:59
  end
• 30:59
  of
• 30:59
  the
• 30:59
  day,
• 30:59
  are
• 30:59
  they
• 30:59
  gonna
• 31:00
  stop
• 31:00
  surgery
• 31:01
  because
• 31:01
  you're
• 31:01
  not
• 31:02
  the
• 31:02
  product?
• 31:02
  No.
• 31:02
  They're
• 31:03
  gonna
• 31:03
  be
• 31:03
  like,
• 31:03
  "Okay,
• 31:03
  give
• 31:03
  me
• 31:03
  another
• 31:04
  instrument.
• 31:04
  I
• 31:04
  prefer
• 31:05
  this
• 31:05
  other
• 31:05
  instrument,
• 31:06
  but
• 31:06
  it's
• 31:06
  not
• 31:06
  here,
• 31:06
  so
• 31:06
  I'll
• 31:07
  just
• 31:07
  continue."
• 31:07
  So
• 31:08
  I
• 31:08
  think
• 31:08
  to
• 31:08
  your
• 31:08
  point,
• 31:08
  it's
• 31:09
  that
• 31:09
  simple
• 31:09
  and
• 31:10
  that
• 31:10
  default
• 31:10
  because
• 31:10
  most
• 31:11
  companies
• 31:11
  don't
• 31:11
  pursue
• 31:12
  that
• 31:12
  path
• 31:12
  Yeah,
• 31:12
  no,
• 31:13
  e-e-exactly.
• 31:13
  So
• 31:14
  I
• 31:14
  am
• 31:14
  going
• 31:15
  to,
• 31:15
  because
• 31:16
  we're
• 31:16
  coming
• 31:16
  to
• 31:16
  the,
• 31:16
  to,
• 31:16
  to
• 31:17
  the
• 31:17
  end
• 31:17
  of
• 31:17
  our
• 31:17
  podcast,
• 31:18
  I'm
• 31:18
  gonna
• 31:18
  get
• 31:18
  Holly
• 31:18
  back
• 31:19
  on
• 31:19
  actually,
• 31:19
  'cause
• 31:19
  there's
• 31:19
  about
• 31:19
  a
• 31:19
  million
• 31:20
  other
• 31:20
  things
• 31:20
  that
• 31:21
  I
• 31:21
  want
• 31:21
  to
• 31:21
  ask
• 31:21
  her,
• 31:21
  cause,
• 31:21
  this
• 31:22
  topic
• 31:22
  is
• 31:22
  fascinating
• 31:23
  and
• 31:23
  you
• 31:23
  can't
• 31:23
  do
• 31:23
  it
• 31:23
  in
• 31:23
  such
• 31:24
  a
• 31:24
  short
• 31:24
  period.
• 31:24
  But
• 31:25
  because
• 31:25
  at
• 31:25
  the
• 31:25
  end
• 31:25
  of
• 31:25
  every
• 31:26
  episode,
• 31:26
  I
• 31:26
  ask
• 31:26
  my
• 31:27
  guest
• 31:27
  to
• 31:27
  tackle
• 31:27
  a
• 31:27
  real
• 31:28
  world
• 31:28
  commercial
• 31:28
  decision.
• 31:29
  And
• 31:29
  there's
• 31:29
  not
• 31:30
  always
• 31:30
  one
• 31:30
  right
• 31:30
  answer,
• 31:31
  it's
• 31:31
  just
• 31:31
  the,
• 31:31
  the
• 31:31
  goal
• 31:32
  is
• 31:32
  really
• 31:32
  to
• 31:32
  understand
• 31:33
  how
• 31:33
  they
• 31:33
  think
• 31:33
  and
• 31:33
  then
• 31:33
  send
• 31:34
  you
• 31:34
  off,
• 31:34
  my
• 31:35
  listeners,
• 31:35
  with
• 31:36
  a
• 31:36
  different
• 31:36
  way
• 31:36
  of
• 31:36
  thinking.
• 31:37
  So
• 31:37
  today's
• 31:37
  scenario
• 31:38
  for
• 31:38
  Holly
• 31:38
  is,
• 31:39
  imagine
• 31:39
  you're
• 31:39
  the
• 31:39
  marketing
• 31:40
  lead
• 31:40
  for
• 31:40
  a
• 31:40
  new
• 31:40
  med
• 31:40
  tech
• 31:41
  device
• 31:41
  that
• 31:41
  has,
• 31:41
  complete
• 31:42
  clinical
• 31:42
  trials,
• 31:43
  but
• 31:43
  faces
• 31:43
  skepticism
• 31:44
  from
• 31:44
  potential
• 31:44
  users.
• 31:45
  You
• 31:45
  need
• 31:45
  to
• 31:45
  decide
• 31:46
  on
• 31:46
  your
• 31:46
  approach
• 31:47
  to
• 31:47
  launch
• 31:48
  and
• 31:48
  then
• 31:48
  get
• 31:48
  the
• 31:48
  product
• 31:49
  adopted.
• 31:49
  So
• 31:49
  do
• 31:49
  you,
• 31:50
  A,
• 31:50
  launch
• 31:50
  the
• 31:50
  product
• 31:51
  widely
• 31:51
  with
• 31:51
  a
• 31:52
  traditional
• 31:52
  sales
• 31:52
  force
• 31:52
  focusing
• 31:53
  on
• 31:53
  product
• 31:53
  features
• 31:53
  and
• 31:53
  benefits?
• 31:54
  B,
• 31:54
  hold
• 31:55
  educational
• 31:55
  workshops
• 31:56
  for
• 31:56
  clinicians
• 31:56
  to
• 31:56
  showcase
• 31:57
  clinical
• 31:57
  data
• 31:57
  and
• 31:58
  potential
• 31:58
  benefits
• 31:58
  before
• 31:59
  the
• 31:59
  launch.
• 31:59
  C,
• 32:00
  develop
• 32:00
  partnerships
• 32:01
  with
• 32:01
  key
• 32:01
  opinion
• 32:01
  leaders
• 32:02
  to
• 32:02
  advocate
• 32:02
  for
• 32:02
  the
• 32:02
  product's
• 32:03
  adoption
• 32:03
  before
• 32:03
  entering
• 32:04
  the
• 32:04
  market,
• 32:04
  or
• 32:05
  D,
• 32:05
  delay
• 32:06
  the
• 32:06
  launch
• 32:06
  until
• 32:06
  a
• 32:06
  comprehensive
• 32:07
  market
• 32:07
  study
• 32:08
  validates
• 32:08
  the
• 32:08
  demand
• 32:09
  for
• 32:09
  your
• 32:09
  product.
• 32:10
  Oh,
• 32:10
  and
• 32:10
  remember,
• 32:11
  you've
• 32:11
  got
• 32:11
  to,
• 32:11
  obviously
• 32:12
  tune
• 32:12
  into
• 32:12
  the
• 32:12
  next
• 32:12
  episode
• 32:13
  to
• 32:13
  hear
• 32:13
  Holly's
• 32:14
  answer.
• 32:14
  So
• 32:14
  I
• 32:15
  finish
• 32:15
  every
• 32:15
  episode
• 32:16
  with
• 32:16
  one
• 32:16
  question
• 32:17
  to
• 32:17
  my
• 32:17
  guests,
• 32:17
  and
• 32:18
  that
• 32:18
  is
• 32:18
  complete
• 32:19
  this
• 32:19
  sentence:
• 32:20
  Most
• 32:20
  med
• 32:21
  tech
• 32:21
  companies
• 32:21
  fail
• 32:22
  because...
• 32:22
  is
• 32:23
  this
• 32:23
  a
• 32:23
  PG
• 32:23
  show?
• 32:24
  Should
• 32:24
  I
• 32:24
  be
• 32:24
  careful
• 32:24
  what
• 32:24
  I...
• 32:24
  I
• 32:24
  can't
• 32:25
  insult
• 32:25
  anyone,
• 32:25
  right?
• 32:26
  I
• 32:26
  can't-
• 32:26
  No,
• 32:26
  you
• 32:26
  can
• 32:26
  say
• 32:26
  what
• 32:26
  you
• 32:27
  like.
• 32:27
  Those
• 32:27
  med
• 32:28
  tech
• 32:28
  companies
• 32:28
  fail
• 32:28
  because
• 32:29
  they
• 32:29
  believe
• 32:29
  that
• 32:29
  the
• 32:30
  better
• 32:30
  product
• 32:30
  wins.
• 32:31
  I-
• 32:31
  It's
• 32:31
  the
• 32:31
  product
• 32:31
  adoption
• 32:31
  lie.
• 32:32
  Yeah,
• 32:32
  Yeah
• 32:32
  be
• 32:32
  smart.
• 32:33
  Yeah,
• 32:33
  be
• 32:33
  smart.
• 32:34
  And,
• 32:34
  for
• 32:35
  those
• 32:35
  that
• 32:35
  are
• 32:35
  interested,
• 32:36
  there's
• 32:36
  a
• 32:36
  great,
• 32:36
  there's
• 32:37
  a
• 32:37
  website
• 32:37
  we
• 32:37
  have
• 32:37
  called
• 32:39
  belaunchready.com,
• 32:40
  and
• 32:40
  it's
• 32:40
  filled
• 32:40
  with
• 32:40
  resources,
• 32:41
  case
• 32:42
  studies,
• 32:42
  diagnostics
• 32:43
  you
• 32:43
  can
• 32:43
  run
• 32:43
  on
• 32:43
  your
• 32:44
  own,
• 32:44
  technology,
• 32:45
  your
• 32:45
  own
• 32:45
  idea.
• 32:46
  Even
• 32:46
  to,
• 32:46
  to
• 32:46
  your
• 32:47
  point,
• 32:47
  identify
• 32:48
  how
• 32:48
  ready
• 32:48
  are
• 32:48
  we
• 32:48
  to
• 32:49
  launch?
• 32:49
  Should
• 32:49
  we
• 32:49
  wait?
• 32:50
  Should
• 32:50
  we
• 32:51
  focus
• 32:51
  on
• 32:51
  a
• 32:51
  certain,
• 32:52
  segment?
• 32:52
  And
• 32:52
  so
• 32:52
  there's
• 32:52
  lots
• 32:53
  of
• 32:53
  ways,
• 32:53
  I
• 32:53
  think,
• 32:54
  before
• 32:54
  you
• 32:54
  pull
• 32:54
  the
• 32:54
  commercial
• 32:55
  trigger,
• 32:55
  that
• 32:55
  you
• 32:55
  can
• 32:56
  really
• 32:56
  stack
• 32:56
  the
• 32:56
  cards
• 32:57
  in
• 32:57
  your
• 32:57
  favor.
• 32:58
  And
• 32:58
  so
• 32:58
  that's
• 32:58
  my-
• 32:58
  Sure
• 32:58
  y
• 32:59
  that's
• 32:59
  my
• 32:59
  one
• 32:59
  piece
• 33:00
  of
• 33:00
  advice
• 33:00
  was
• 33:00
  like
• 33:00
  it's,
• 33:01
  the
• 33:01
  house
• 33:01
  is
• 33:01
  not
• 33:01
  on
• 33:01
  fire
• 33:02
  really.
• 33:02
  Please
• 33:02
  take
• 33:03
  your
• 33:03
  time
• 33:03
  and
• 33:03
  do
• 33:04
  it
• 33:04
  smart,
• 33:04
  in
• 33:04
  a
• 33:04
  very
• 33:05
  strategic,
• 33:06
  measured
• 33:07
  way
• 33:07
  so
• 33:07
  that
• 33:07
  you
• 33:08
  can
• 33:08
  really
• 33:08
  set
• 33:08
  yourself
• 33:08
  up
• 33:08
  for
• 33:09
  success,
• 33:09
  not
• 33:10
  just
• 33:10
  financially,
• 33:10
  but
• 33:11
  to
• 33:11
  your
• 33:11
  point,
• 33:11
  change
• 33:11
  the
• 33:12
  standard
• 33:12
  of
• 33:12
  care,
• 33:12
  which
• 33:12
  is
• 33:12
  what
• 33:12
  we
• 33:13
  need.
• 33:13
  Exactly,
• 33:13
  100%.
• 33:14
  So
• 33:14
  thank
• 33:14
  you
• 33:14
  very
• 33:14
  much
• 33:14
  for
• 33:15
  that.
• 33:15
  And
• 33:15
  I'll
• 33:15
  drop
• 33:15
  the
• 33:15
  link
• 33:16
  in
• 33:16
  the
• 33:16
  show
• 33:16
  notes,
• 33:17
  so
• 33:18
  that
• 33:18
  people
• 33:18
  can
• 33:18
  go
• 33:18
  and
• 33:18
  actually
• 33:19
  check
• 33:19
  that
• 33:19
  out
• 33:19
  because
• 33:20
  I
• 33:20
  think
• 33:20
  that
• 33:20
  is
• 33:20
  such
• 33:21
  a
• 33:21
  critical
• 33:21
  point
• 33:22
  for
• 33:23
  you
• 33:23
  to
• 33:23
  understand
• 33:24
  are
• 33:24
  you
• 33:25
  launch
• 33:25
  ready
• 33:25
  before
• 33:26
  you
• 33:26
  launch.
• 33:27
  And
• 33:27
  even
• 33:27
  if
• 33:27
  you're
• 33:27
  still
• 33:27
  gonna
• 33:27
  launch,
• 33:28
  I
• 33:28
  don't
• 33:28
  advise
• 33:28
  it,
• 33:28
  but
• 33:28
  even
• 33:29
  if
• 33:29
  you're
• 33:29
  still
• 33:29
  gonna
• 33:29
  launch,
• 33:29
  at
• 33:29
  least
• 33:30
  you
• 33:30
  know
• 33:31
  where
• 33:31
  your
• 33:31
  gaps
• 33:31
  are
• 33:32
  you
• 33:32
  need
• 33:32
  to
• 33:32
  know
• 33:32
  where
• 33:32
  your
• 33:32
  gaps
• 33:33
  are,
• 33:33
  not
• 33:33
  assume
• 33:34
  because
• 33:35
  you've
• 33:35
  got
• 33:35
  data
• 33:35
  and
• 33:35
  because
• 33:36
  you've
• 33:36
  got
• 33:36
  a,
• 33:36
  a
• 33:36
  p-
• 33:37
  a
• 33:37
  few
• 33:37
  people
• 33:37
  saying,
• 33:37
  "Oh,
• 33:37
  it's
• 33:37
  a
• 33:38
  great
• 33:38
  product,"
• 33:38
  that
• 33:38
  you're
• 33:38
  gonna
• 33:39
  take
• 33:39
  off.
• 33:39
  'Cause
• 33:39
  as
• 33:40
  you
• 33:40
  said,
• 33:40
  to
• 33:40
  your
• 33:40
  point,
• 33:41
  if
• 33:41
  you
• 33:41
  ever,
• 33:41
  if
• 33:41
  you
• 33:41
  get
• 33:42
  behind
• 33:42
  the
• 33:42
  adoption
• 33:43
  curve,
• 33:43
  and
• 33:43
  therefore
• 33:43
  you
• 33:43
  get
• 33:44
  behind
• 33:44
  the
• 33:45
  financial
• 33:45
  for
• 33:45
  year
• 33:46
  one,
• 33:46
  you
• 33:46
  never
• 33:46
  catch
• 33:47
  up,
• 33:47
  and
• 33:48
  that's
• 33:48
  what
• 33:48
  lots
• 33:48
  of
• 33:48
  people
• 33:48
  are
• 33:48
  suffering
• 33:49
  from.
• 33:49
  So
• 33:49
  no,
• 33:50
  I
• 33:50
  really
• 33:50
  appreciate
• 33:50
  it,
• 33:51
  and
• 33:51
  I
• 33:51
  will
• 33:51
  definitely
• 33:51
  get
• 33:51
  you
• 33:51
  back
• 33:52
  on
• 33:52
  because,
• 33:53
  I've
• 33:53
  got
• 33:53
  other
• 33:53
  things
• 33:53
  that
• 33:53
  I
• 33:53
  want
• 33:54
  to
• 33:54
  delve
• 33:54
  into.
• 33:54
  So
• 33:54
  I
• 33:55
  really
• 33:55
  appreciate
• 33:55
  your
• 33:55
  time.
• 33:56
  Thank
• 33:56
  you
• 33:56
  very
• 33:56
  much.
• 33:56
  Yeah,
• 33:56
  absolutely.
• 33:57
  I
• 33:57
  enjoyed
• 33:57
  the
• 33:57
  conversation
• 33:58
  very
• 33:58
  much.
• 33:58
  Thanks,
• 33:59
  Holly.
• 33:59
  Hakeem: And
• 33:59
  Hakeem: if
• 33:59
  Hakeem: you're
• 34:00
  Hakeem: building
• 34:00
  Hakeem: a
• 34:01
  Hakeem: MedTech
• 34:01
  Hakeem: business
• 34:02
  Hakeem: and
• 34:02
  Hakeem: you're
• 34:02
  Hakeem: not
• 34:02
  Hakeem: sure
• 34:03
  Hakeem: whether
• 34:03
  Hakeem: your
• 34:03
  Hakeem: next
• 34:03
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• 34:04
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• 34:04
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• 34:04
  Hakeem: around
• 34:04
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• 34:05
  Hakeem: market
• 34:05
  Hakeem: access,
• 34:06
  Hakeem: commercialization,
• 34:07
  Hakeem: distributor
• 34:07
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• 34:08
  Hakeem: Or
• 34:08
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• 34:09
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• 34:09
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• 34:10
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• 34:10
  Hakeem: Book
• 34:10
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• 34:11
  Hakeem: healthcare
• 34:11
  Hakeem: export
• 34:11
  Hakeem: accelerator
• 34:12
  Hakeem: diagnostic
• 34:13
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• 34:13
  Hakeem: with
• 34:13
  Hakeem: me.
• 34:14
  Hakeem: Use
• 34:14
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• 34:14
  Hakeem: link
• 34:14
  Hakeem: in
• 34:15
  Hakeem: the
• 34:15
  Hakeem: show
• 34:15
  Hakeem: notes.
• 34:16
  Hakeem: And
• 34:16
  Hakeem: in
• 34:16
  Hakeem: that
• 34:16
  Hakeem: session
• 34:17
  Hakeem: I'll
• 34:17
  Hakeem: help
• 34:17
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• 34:17
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• 34:18
  Hakeem: the
• 34:18
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• 34:19
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• 34:20
  Hakeem: blocking
• 34:20
  Hakeem: your
• 34:20
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• 34:21
  Hakeem: and
• 34:21
  Hakeem: the
• 34:21
  Hakeem: commercial
• 34:22
  Hakeem: move
• 34:23
  Hakeem: most
• 34:23
  Hakeem: likely
• 34:23
  Hakeem: to
• 34:24
  Hakeem: unlock
• 34:24
  Hakeem: your
• 34:24
  Hakeem: progress.
• 34:25
  Hakeem: Thanks
• 34:25
  Hakeem: for
• 34:25
  Hakeem: tuning
• 34:26
  Hakeem: in.
• 34:26
  Hakeem: Until
• 34:26
  Hakeem: next
• 34:27
  Hakeem: time,
• 34:27
  Hakeem: thanks
• 34:28
  Hakeem: for
• 34:28
  Hakeem: listening.
• 34:28
  Hakeem: Keep
• 34:29
  Hakeem: challenging
• 34:29
  Hakeem: your
• 34:29
  Hakeem: assumptions
• 34:30
  Hakeem: and
• 34:30
  Hakeem: keep
• 34:31
  Hakeem: growing.