Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #181 | The Secret Methods That Helped a Rocket Scientist Build a MedTech Product That Skipped Hospitals and Scaled FAST

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#181 | The Secret Methods That Helped a Rocket Scientist Build a MedTech Product That Skipped Hospitals and Scaled FAST · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  Overbuilding
• 0:01
  and
• 0:02
  overthinking
• 0:02
  your
• 0:03
  med
• 0:03
  Tech
• 0:03
  products
• 0:04
  is
• 0:04
  one
• 0:04
  of
• 0:05
  the
• 0:05
  most
• 0:05
  common
• 0:05
  and
• 0:05
  most
• 0:06
  costly
• 0:06
  mistakes
• 0:06
  in
• 0:07
  med
• 0:07
  tech
• 0:07
  development.
• 0:08
  And
• 0:08
  in
• 0:08
  today's
• 0:08
  episode,
• 0:09
  you're
• 0:09
  going
• 0:10
  to
• 0:10
  learn
• 0:10
  three
• 0:11
  things.
• 0:11
  Number
• 0:12
  one,
• 0:12
  learn
• 0:13
  how
• 0:13
  to
• 0:13
  focus
• 0:13
  on
• 0:13
  what
• 0:14
  truly
• 0:14
  matters
• 0:14
  for
• 0:15
  adoption.
• 0:15
  Instead
• 0:15
  of
• 0:15
  trying
• 0:16
  to
• 0:16
  build
• 0:16
  everything
• 0:17
  upfront,
• 0:18
  number
• 0:18
  two,
• 0:19
  How
• 0:19
  to
• 0:19
  apply
• 0:20
  MVP
• 0:20
  thinking
• 0:21
  safely
• 0:21
  and
• 0:21
  effectively
• 0:22
  within
• 0:22
  a
• 0:22
  regulated
• 0:23
  healthcare
• 0:23
  environment.
• 0:24
  And
• 0:24
  number
• 0:24
  three,
• 0:25
  discover
• 0:25
  how
• 0:26
  early
• 0:26
  real
• 0:27
  world
• 0:27
  use
• 0:28
  can
• 0:28
  accelerate
• 0:29
  learning,
• 0:29
  validation,
• 0:30
  and
• 0:30
  adoption.
• 0:30
  Welcome
• 0:31
  to
• 0:31
  Clinician
• 0:32
  to
• 0:32
  CEO,
• 0:33
  the
• 0:33
  podcast
• 0:34
  helping
• 0:34
  clinicians
• 0:35
  simplify
• 0:35
  your
• 0:35
  go-to-market
• 0:36
  strategy
• 0:37
  so
• 0:37
  that
• 0:37
  you
• 0:37
  can
• 0:37
  stop
• 0:38
  guessing
• 0:38
  and
• 0:39
  turn
• 0:39
  your
• 0:39
  working
• 0:40
  prototypes
• 0:40
  into
• 0:41
  international
• 0:41
  MedTech
• 0:42
  businesses.
• 0:43
  I'm
• 0:43
  your
• 0:43
  host,
• 0:43
  Hakeem
• 0:44
  Aade.
• 0:45
  Let's
• 0:45
  get
• 0:46
  started.
• 0:47
  In
• 0:47
  this
• 0:47
  episode,
• 0:48
  we're
• 0:48
  not
• 0:48
  talking
• 0:49
  theory.
• 0:50
  We're
• 0:50
  gonna
• 0:50
  get
• 0:50
  into
• 0:50
  what
• 0:51
  it
• 0:51
  actually
• 0:51
  takes
• 0:52
  to
• 0:52
  take
• 0:52
  a
• 0:52
  health
• 0:53
  innovation
• 0:53
  from
• 0:53
  idea.
• 0:54
  To
• 0:54
  something
• 0:55
  that
• 0:55
  people
• 0:56
  will
• 0:56
  actually
• 0:56
  use
• 0:57
  and
• 0:57
  that
• 0:57
  patients
• 0:58
  will
• 0:58
  benefit
• 0:58
  from,
• 0:59
  and
• 0:59
  that
• 0:59
  markets
• 1:00
  will
• 1:00
  actually
• 1:01
  adopt.
• 1:01
  And
• 1:02
  to
• 1:02
  help
• 1:02
  me
• 1:02
  do
• 1:02
  that,
• 1:03
  if
• 1:03
  Mark
• 1:04
  Fox,
• 1:04
  uh,
• 1:04
  founder
• 1:05
  of
• 1:05
  Rizzo
• 1:06
  Health
• 1:06
  and
• 1:07
  he
• 1:07
  didn't
• 1:07
  just
• 1:07
  pivot
• 1:07
  careers,
• 1:08
  he
• 1:08
  jumped
• 1:09
  from
• 1:09
  working
• 1:09
  on
• 1:09
  the
• 1:09
  space
• 1:10
  shuttle
• 1:10
  that,
• 1:11
  and
• 1:11
  I
• 1:11
  mean
• 1:11
  literally
• 1:11
  the
• 1:12
  space
• 1:12
  shuttle
• 1:13
  to
• 1:13
  building
• 1:13
  a
• 1:14
  MedTech
• 1:14
  company.
• 1:15
  Welcome
• 1:16
  to
• 1:16
  the
• 1:16
  show,
• 1:16
  mark.
• 1:17
  Alright,
• 1:17
  thank
• 1:17
  you
• 1:17
  so
• 1:18
  much
• 1:18
  for
• 1:18
  having
• 1:18
  me.
• 1:18
  My
• 1:19
  absolute
• 1:19
  pleasure.
• 1:19
  So
• 1:20
  the
• 1:20
  first
• 1:20
  question,
• 1:21
  which
• 1:21
  I'm
• 1:21
  sure
• 1:21
  you
• 1:21
  get
• 1:22
  all
• 1:22
  the
• 1:22
  time,
• 1:22
  uh,
• 1:23
  and
• 1:23
  I'm
• 1:23
  not
• 1:23
  gonna
• 1:23
  be
• 1:24
  uh,
• 1:24
  any
• 1:24
  different,
• 1:25
  just
• 1:26
  explain
• 1:26
  to
• 1:26
  me
• 1:26
  how
• 1:26
  that
• 1:26
  happened.
• 1:27
  How
• 1:27
  do
• 1:27
  you
• 1:27
  go
• 1:27
  from
• 1:28
  being
• 1:28
  a
• 1:28
  space
• 1:28
  shuttle
• 1:29
  engineer
• 1:30
  to
• 1:30
  founding
• 1:30
  a
• 1:30
  med
• 1:30
  tech
• 1:31
  company?
• 1:31
  Yeah,
• 1:31
  I,
• 1:32
  I
• 1:32
  never
• 1:32
  planned
• 1:32
  to
• 1:32
  do
• 1:33
  that.
• 1:33
  I
• 1:33
  di
• 1:33
  it
• 1:34
  all
• 1:34
  started
• 1:34
  from
• 1:34
  my
• 1:34
  dog.
• 1:35
  So
• 1:35
  my,
• 1:36
  about
• 1:36
  30
• 1:36
  years
• 1:36
  ago,
• 1:37
  my
• 1:37
  dog
• 1:37
  couldn't
• 1:37
  come
• 1:38
  up
• 1:38
  the
• 1:38
  stairs
• 1:38
  one
• 1:38
  morning
• 1:39
  getting
• 1:39
  ready
• 1:39
  for
• 1:39
  work
• 1:40
  and
• 1:40
  she
• 1:41
  was
• 1:41
  sitting
• 1:41
  there
• 1:41
  crying
• 1:42
  and
• 1:42
  we
• 1:42
  ended
• 1:42
  up
• 1:42
  taking
• 1:43
  her
• 1:43
  to
• 1:43
  the
• 1:43
  veterinarian.
• 1:45
  And
• 1:45
  they
• 1:45
  did
• 1:46
  an
• 1:46
  x-ray
• 1:46
  ever.
• 1:46
  And
• 1:46
  she
• 1:46
  had
• 1:47
  severe
• 1:47
  arthritis
• 1:48
  in
• 1:48
  her
• 1:48
  spine.
• 1:49
  And
• 1:50
  so
• 1:50
  the
• 1:50
  veterinarian's
• 1:51
  like,
• 1:51
  you
• 1:51
  know,
• 1:51
  there's
• 1:51
  not
• 1:51
  a
• 1:51
  lot
• 1:51
  we
• 1:51
  can
• 1:51
  do.
• 1:52
  We
• 1:52
  can
• 1:52
  give
• 1:52
  her
• 1:52
  some
• 1:53
  IL
• 1:53
  help
• 1:54
  with
• 1:54
  the
• 1:54
  pain.
• 1:55
  And
• 1:55
  then
• 1:55
  a
• 1:55
  friend
• 1:56
  of
• 1:56
  mine
• 1:56
  who's
• 1:56
  a
• 1:56
  really
• 1:57
  forward
• 1:57
  thinking
• 1:57
  veterinarian
• 1:58
  in
• 1:58
  Houston,
• 1:59
  Texas,
• 1:59
  he's
• 2:00
  on
• 2:00
  a
• 2:00
  board
• 2:00
  of
• 2:00
  directors
• 2:01
  with
• 2:01
  me
• 2:01
  at
• 2:01
  a
• 2:02
  couple
• 2:02
  at
• 2:02
  a
• 2:02
  academy.
• 2:03
  He
• 2:03
  said,
• 2:04
  Hey,
• 2:04
  there's
• 2:04
  this
• 2:04
  magic
• 2:05
  machine
• 2:05
  that
• 2:05
  can
• 2:06
  actually
• 2:06
  reverse
• 2:07
  arthritis.
• 2:07
  And
• 2:08
  I'm
• 2:08
  like.
• 2:08
  Well,
• 2:08
  that's
• 2:09
  BS
• 2:09
  I
• 2:09
  that
• 2:09
  can't
• 2:10
  be
• 2:10
  true,
• 2:10
  but
• 2:10
  it's
• 2:10
  my
• 2:10
  dog.
• 2:11
  So
• 2:11
  I'm
• 2:11
  like,
• 2:11
  okay,
• 2:12
  I'm
• 2:12
  gonna
• 2:12
  go
• 2:12
  look
• 2:12
  into
• 2:12
  it.
• 2:13
  So
• 2:13
  that
• 2:13
  was
• 2:13
  about
• 2:14
  almost
• 2:14
  30
• 2:14
  years
• 2:15
  ago
• 2:15
  now,
• 2:15
  and
• 2:15
  I
• 2:16
  learned
• 2:16
  about
• 2:16
  the
• 2:16
  technology
• 2:17
  then
• 2:17
  being
• 2:17
  very
• 2:18
  skeptical,
• 2:18
  like
• 2:19
  all
• 2:19
  listeners
• 2:19
  should
• 2:20
  be,
• 2:20
  is
• 2:20
  like,
• 2:21
  and
• 2:21
  you
• 2:21
  know,
• 2:21
  again,
• 2:21
  like
• 2:22
  you
• 2:22
  said,
• 2:22
  I'm
• 2:22
  a
• 2:22
  rocket
• 2:22
  scientist,
• 2:23
  this
• 2:23
  can't
• 2:23
  be
• 2:23
  true.
• 2:24
  But
• 2:24
  the
• 2:25
  more
• 2:25
  and
• 2:25
  more
• 2:25
  you
• 2:25
  look
• 2:25
  into
• 2:26
  it,
• 2:26
  there's
• 2:26
  more
• 2:26
  and
• 2:26
  more
• 2:26
  data.
• 2:27
  And
• 2:27
  now,
• 2:27
  yeah,
• 2:27
  we've
• 2:28
  generated
• 2:28
  a
• 2:28
  lot
• 2:28
  of
• 2:28
  our
• 2:29
  own
• 2:29
  data
• 2:29
  and
• 2:29
  stuff.
• 2:29
  So
• 2:29
  that's
• 2:30
  how
• 2:30
  I
• 2:30
  got
• 2:31
  into
• 2:31
  it.
• 2:32
  Um,
• 2:32
  was
• 2:33
  that's
• 2:33
  how
• 2:33
  I
• 2:33
  was
• 2:34
  introduced
• 2:34
  to
• 2:34
  the
• 2:35
  technology.
• 2:35
  What
• 2:36
  really
• 2:36
  took
• 2:36
  me
• 2:36
  down
• 2:36
  the
• 2:36
  path
• 2:37
  of
• 2:37
  becoming
• 2:38
  an
• 2:38
  entrepreneur
• 2:39
  and
• 2:39
  diving
• 2:39
  into
• 2:39
  this
• 2:40
  technology
• 2:40
  was
• 2:41
  the
• 2:41
  first
• 2:41
  thing
• 2:42
  I
• 2:42
  saw
• 2:42
  was
• 2:42
  what
• 2:43
  it
• 2:43
  could
• 2:43
  do
• 2:43
  for
• 2:43
  PTSD
• 2:45
  and
• 2:45
  such
• 2:46
  a
• 2:46
  huge,
• 2:46
  huge
• 2:47
  issue
• 2:47
  in
• 2:47
  the
• 2:47
  amount
• 2:47
  of
• 2:48
  suicides
• 2:48
  that
• 2:48
  we
• 2:48
  have.
• 2:49
  And
• 2:50
  it
• 2:50
  frankly
• 2:51
  just
• 2:51
  pissed
• 2:51
  me
• 2:52
  off
• 2:52
  that
• 2:53
  we
• 2:53
  had
• 2:53
  a
• 2:53
  solution
• 2:54
  to
• 2:55
  stop
• 2:55
  suicides,
• 2:57
  but
• 2:57
  it's
• 2:57
  being
• 2:57
  held
• 2:58
  hostage
• 2:58
  in
• 2:59
  clinical
• 2:59
  environments
• 3:00
  with
• 3:00
  expensive
• 3:01
  equipment.
• 3:02
  Hidden
• 3:02
  by
• 3:02
  doctors
• 3:03
  scattered
• 3:04
  around
• 3:04
  the
• 3:04
  country
• 3:04
  and
• 3:04
  not
• 3:05
  very
• 3:05
  many
• 3:05
  of
• 3:05
  'em.
• 3:06
  So
• 3:06
  I
• 3:06
  naively
• 3:07
  dove
• 3:07
  in
• 3:07
  as
• 3:07
  like,
• 3:08
  you
• 3:08
  know,
• 3:08
  I'm
• 3:08
  a
• 3:08
  chemical
• 3:09
  engineer.
• 3:09
  This
• 3:09
  was
• 3:09
  my
• 3:09
  undergraduate.
• 3:10
  I'm
• 3:10
  not
• 3:11
  an
• 3:11
  electrical
• 3:11
  engineer,
• 3:11
  but
• 3:11
  I
• 3:12
  naively
• 3:12
  said,
• 3:12
  Hey,
• 3:13
  I
• 3:13
  can
• 3:13
  go
• 3:13
  build
• 3:13
  a
• 3:13
  little
• 3:13
  affordable
• 3:15
  pocket
• 3:15
  size
• 3:15
  device
• 3:16
  that
• 3:16
  will
• 3:17
  do
• 3:17
  this
• 3:17
  technology.
• 3:18
  And
• 3:19
  it
• 3:19
  was
• 3:19
  way
• 3:19
  harder
• 3:20
  than
• 3:20
  I
• 3:20
  thought.
• 3:20
  Like
• 3:20
  any,
• 3:21
  anything
• 3:21
  that
• 3:21
  you
• 3:21
  dive
• 3:22
  into.
• 3:22
  Um,
• 3:23
  the
• 3:23
  pile
• 3:24
  of
• 3:24
  coils
• 3:24
  I
• 3:24
  had
• 3:24
  over
• 3:25
  here
• 3:25
  in
• 3:25
  the
• 3:25
  corner
• 3:25
  of
• 3:25
  this
• 3:25
  room
• 3:26
  were
• 3:26
  about
• 3:26
  eight
• 3:26
  feet
• 3:27
  high
• 3:27
  at
• 3:27
  one
• 3:27
  point,
• 3:28
  trying
• 3:28
  to
• 3:28
  find
• 3:28
  the
• 3:28
  right
• 3:29
  coils
• 3:29
  and
• 3:29
  the
• 3:29
  designs
• 3:30
  and
• 3:30
  trade
• 3:30
  off.
• 3:30
  So
• 3:31
  that,
• 3:31
  that's
• 3:31
  how
• 3:31
  I
• 3:31
  got
• 3:31
  into
• 3:32
  the,
• 3:32
  and
• 3:33
  I've,
• 3:33
  I've
• 3:33
  played
• 3:33
  with
• 3:33
  a
• 3:33
  lot
• 3:34
  of
• 3:34
  different
• 3:34
  things.
• 3:34
  I've
• 3:34
  started
• 3:35
  12
• 3:35
  different
• 3:36
  companies
• 3:36
  outside
• 3:37
  of
• 3:37
  the
• 3:37
  rocket
• 3:38
  world.
• 3:38
  I
• 3:38
  even
• 3:39
  owned
• 3:39
  still
• 3:40
  part
• 3:40
  of
• 3:40
  a
• 3:40
  woman's
• 3:40
  clothing
• 3:41
  company.
• 3:41
  So
• 3:42
  I've
• 3:42
  done
• 3:42
  a
• 3:42
  lot
• 3:43
  of
• 3:43
  different
• 3:43
  things.
• 3:44
  I
• 3:44
  know
• 3:44
  enough
• 3:44
  about
• 3:44
  DNA
• 3:45
  to
• 3:45
  be
• 3:45
  dangerous.
• 3:46
  I
• 3:46
  created
• 3:46
  a
• 3:46
  company
• 3:47
  with,
• 3:47
  uh,
• 3:48
  where
• 3:48
  you
• 3:48
  create
• 3:49
  music
• 3:49
  and
• 3:49
  art
• 3:50
  from
• 3:50
  DNA,
• 3:50
  where
• 3:51
  you
• 3:51
  take
• 3:51
  a
• 3:51
  mouth
• 3:51
  swab.
• 3:51
  So
• 3:52
  I've
• 3:52
  done
• 3:52
  a
• 3:52
  lot
• 3:52
  of
• 3:52
  different
• 3:52
  things,
• 3:53
  but
• 3:53
  yes,
• 3:53
  this
• 3:53
  has
• 3:54
  been
• 3:54
  my
• 3:54
  focus
• 3:55
  now,
• 3:55
  um,
• 3:56
  because
• 3:56
  we
• 3:56
  have
• 3:56
  like
• 3:57
  60
• 3:57
  different
• 3:57
  protocols.
• 3:59
  They
• 3:59
  expand
• 3:59
  actually
• 4:00
  to
• 4:00
  130.
• 4:01
  And
• 4:02
  it's
• 4:02
  not
• 4:02
  just
• 4:03
  for
• 4:03
  people.
• 4:03
  It's
• 4:03
  for
• 4:03
  people
• 4:04
  and
• 4:04
  pets.
• 4:05
  So
• 4:06
  dogs
• 4:06
  and
• 4:07
  horses,
• 4:08
  cats
• 4:08
  too.
• 4:08
  But
• 4:08
  cats
• 4:09
  are
• 4:09
  finicky,
• 4:10
  uh,
• 4:10
  to
• 4:10
  put
• 4:10
  a
• 4:10
  device
• 4:11
  on
• 4:11
  'em.
• 4:11
  But
• 4:12
  yeah,
• 4:12
  we
• 4:12
  have
• 4:12
  huge
• 4:12
  success
• 4:13
  for,
• 4:13
  with.
• 4:14
  We
• 4:14
  could
• 4:14
  talk
• 4:15
  about
• 4:15
  all
• 4:15
  that
• 4:15
  too,
• 4:15
  with
• 4:15
  dogs
• 4:16
  and
• 4:16
  horses
• 4:16
  as
• 4:16
  well.
• 4:17
  Okay.
• 4:18
  So,
• 4:18
  so
• 4:18
  just
• 4:19
  on
• 4:19
  that,
• 4:19
  just,
• 4:19
  just
• 4:19
  explain
• 4:20
  for
• 4:20
  the
• 4:20
  listeners
• 4:20
  exactly
• 4:21
  what
• 4:21
  your
• 4:22
  product
• 4:22
  does
• 4:22
  and
• 4:22
  what
• 4:23
  your
• 4:23
  company
• 4:23
  focuses
• 4:24
  on.
• 4:24
  So
• 4:24
  when
• 4:24
  we
• 4:24
  start
• 4:25
  talking
• 4:25
  about,
• 4:26
  um,
• 4:26
  how
• 4:26
  you've,
• 4:27
  uh,
• 4:27
  manage
• 4:28
  your
• 4:28
  challenges,
• 4:28
  et
• 4:28
  cetera,
• 4:29
  people
• 4:29
  are
• 4:29
  very
• 4:29
  clear
• 4:30
  on
• 4:30
  what,
• 4:30
  what
• 4:31
  area
• 4:31
  you're
• 4:31
  in.
• 4:33
  Okay.
• 4:33
  So
• 4:33
  it,
• 4:33
  it
• 4:34
  is
• 4:34
  energy
• 4:34
  therapy.
• 4:35
  That's
• 4:35
  the
• 4:35
  simplest
• 4:36
  way
• 4:36
  to
• 4:36
  say
• 4:36
  it.
• 4:37
  And
• 4:38
  it's
• 4:38
  PEMF,
• 4:39
  pulse,
• 4:39
  electrical,
• 4:40
  magnetic
• 4:40
  fields,
• 4:40
  but
• 4:41
  forget
• 4:41
  that
• 4:42
  for
• 4:42
  a
• 4:42
  second.
• 4:43
  Is.
• 4:44
  You
• 4:44
  go
• 4:44
  to
• 4:44
  a
• 4:44
  higher
• 4:45
  level
• 4:45
  is
• 4:45
  the
• 4:45
  way
• 4:45
  I
• 4:45
  like
• 4:45
  to
• 4:46
  explain
• 4:46
  it
• 4:46
  is
• 4:47
  nothing
• 4:48
  in
• 4:48
  the
• 4:48
  world
• 4:48
  happens
• 4:49
  without
• 4:49
  an
• 4:49
  energy
• 4:50
  exchange.
• 4:51
  So
• 4:51
  you
• 4:51
  do
• 4:51
  not
• 4:52
  eat
• 4:52
  food,
• 4:52
  you
• 4:52
  don't
• 4:52
  breathe
• 4:53
  oxygen,
• 4:53
  you
• 4:53
  don't
• 4:53
  drive
• 4:54
  your
• 4:54
  car,
• 4:54
  you
• 4:54
  don't
• 4:55
  fall
• 4:55
  down
• 4:55
  and
• 4:55
  hurt
• 4:55
  yourself.
• 4:56
  Plants
• 4:57
  don't
• 4:57
  grow,
• 4:58
  you
• 4:58
  don't
• 4:58
  get
• 4:58
  sunburn.
• 4:59
  Everything
• 4:59
  is
• 4:59
  an
• 5:00
  energy
• 5:00
  exchange.
• 5:01
  So
• 5:02
  you
• 5:02
  can
• 5:02
  transfer
• 5:03
  energy
• 5:03
  to
• 5:03
  the
• 5:03
  body
• 5:04
  five
• 5:05
  different
• 5:05
  ways.
• 5:05
  At
• 5:05
  least
• 5:06
  one
• 5:06
  is
• 5:06
  a
• 5:07
  tens
• 5:07
  unit,
• 5:07
  electrical
• 5:08
  current,
• 5:08
  that
• 5:09
  type
• 5:09
  of
• 5:09
  thing.
• 5:09
  People
• 5:09
  are
• 5:09
  familiar
• 5:10
  with
• 5:10
  the
• 5:10
  TENS
• 5:10
  unit.
• 5:11
  PEMF,
• 5:12
  pulse
• 5:12
  electromagnetic
• 5:13
  field.
• 5:13
  So
• 5:13
  it's
• 5:13
  used
• 5:14
  in
• 5:14
  a
• 5:14
  magnetic
• 5:14
  field,
• 5:15
  light,
• 5:16
  vibration,
• 5:16
  and
• 5:16
  sound.
• 5:17
  And
• 5:17
  like
• 5:18
  I
• 5:18
  said,
• 5:18
  light,
• 5:18
  everyone's
• 5:19
  been
• 5:19
  sunburned
• 5:19
  so
• 5:19
  they
• 5:20
  know
• 5:20
  what
• 5:20
  energy
• 5:21
  transfer
• 5:21
  is
• 5:21
  with
• 5:22
  light.
• 5:22
  So
• 5:23
  those
• 5:23
  are
• 5:23
  the
• 5:23
  five
• 5:23
  ways
• 5:24
  you
• 5:24
  can
• 5:24
  transfer
• 5:24
  energy
• 5:25
  to
• 5:25
  the
• 5:25
  body.
• 5:26
  P-E-M-F-I
• 5:27
  chose
• 5:27
  is
• 5:28
  just
• 5:28
  the
• 5:28
  most
• 5:28
  convenient
• 5:29
  'cause
• 5:29
  you
• 5:29
  can
• 5:29
  have
• 5:30
  it
• 5:30
  in
• 5:30
  your
• 5:30
  pocket.
• 5:30
  There's
• 5:30
  no
• 5:31
  wires
• 5:31
  connected
• 5:31
  to
• 5:31
  you,
• 5:31
  you
• 5:32
  don't
• 5:32
  have
• 5:32
  sticky
• 5:32
  pads.
• 5:33
  And
• 5:33
  you
• 5:33
  can
• 5:33
  go
• 5:33
  about
• 5:33
  your
• 5:33
  day,
• 5:34
  drive
• 5:34
  your
• 5:34
  car,
• 5:35
  watch
• 5:35
  tv,
• 5:36
  sit
• 5:36
  on
• 5:36
  your
• 5:37
  computer.
• 5:37
  You're
• 5:37
  not
• 5:38
  tied
• 5:38
  to
• 5:38
  a.
• 5:39
  Clinical
• 5:39
  environment,
• 5:40
  we
• 5:40
  have
• 5:40
  to
• 5:40
  lay
• 5:40
  on
• 5:40
  a
• 5:40
  mat,
• 5:41
  blah,
• 5:41
  blah,
• 5:41
  blah,
• 5:42
  how
• 5:43
  it
• 5:43
  actually
• 5:43
  works.
• 5:44
  And
• 5:44
  there's
• 5:45
  a
• 5:45
  million
• 5:45
  rabbit
• 5:46
  holes
• 5:46
  we
• 5:46
  can
• 5:46
  go
• 5:46
  down.
• 5:47
  But
• 5:47
  the
• 5:47
  two
• 5:47
  of
• 5:47
  'em
• 5:47
  that
• 5:48
  we
• 5:48
  keep
• 5:48
  at
• 5:48
  the
• 5:48
  highest
• 5:49
  level,
• 5:49
  'cause
• 5:49
  most
• 5:50
  people
• 5:50
  will
• 5:50
  not
• 5:51
  argue
• 5:51
  with
• 5:51
  this
• 5:51
  because
• 5:52
  it's
• 5:52
  been
• 5:52
  proven
• 5:52
  over
• 5:53
  and
• 5:53
  over.
• 5:54
  The
• 5:54
  cells
• 5:54
  in
• 5:54
  your
• 5:54
  body
• 5:55
  have
• 5:55
  an
• 5:55
  electrical
• 5:56
  charge
• 5:56
  on
• 5:56
  'em,
• 5:56
  like
• 5:57
  a
• 5:57
  car
• 5:57
  battery.
• 5:58
  When
• 5:58
  that
• 5:59
  voltage
• 5:59
  gets
• 5:59
  low,
• 6:00
  you
• 6:00
  get
• 6:00
  sick.
• 6:01
  The
• 6:01
  cells
• 6:01
  cannot
• 6:02
  get
• 6:03
  nutrients
• 6:03
  in
• 6:04
  and
• 6:04
  waste
• 6:04
  products
• 6:05
  out
• 6:05
  efficiently
• 6:06
  if
• 6:06
  you
• 6:06
  don't
• 6:07
  have
• 6:07
  proper
• 6:07
  charge.
• 6:08
  So
• 6:08
  it's
• 6:09
  been
• 6:09
  proven
• 6:09
  to
• 6:10
  charge
• 6:10
  the
• 6:10
  cells
• 6:11
  at
• 6:11
  the
• 6:11
  membrane.
• 6:12
  That's
• 6:12
  been
• 6:12
  shown
• 6:12
  in
• 6:12
  many,
• 6:12
  many
• 6:13
  studies.
• 6:14
  The
• 6:14
  second
• 6:14
  one
• 6:14
  is
• 6:14
  a
• 6:15
  TP.
• 6:15
  It's
• 6:15
  the
• 6:15
  number
• 6:16
  one
• 6:16
  food
• 6:16
  that
• 6:16
  your
• 6:17
  cells
• 6:17
  use.
• 6:18
  Um,
• 6:18
  for
• 6:18
  energy,
• 6:19
  it
• 6:19
  increases
• 6:20
  a
• 6:20
  TP
• 6:20
  up
• 6:20
  to
• 6:20
  500%.
• 6:22
  So
• 6:22
  those
• 6:23
  two
• 6:23
  things,
• 6:23
  you're
• 6:24
  increasing
• 6:25
  the
• 6:25
  voltage
• 6:25
  on
• 6:25
  the
• 6:25
  cells.
• 6:26
  So
• 6:26
  the
• 6:26
  voltage,
• 6:27
  so
• 6:27
  the
• 6:27
  cells
• 6:27
  operate
• 6:28
  more
• 6:28
  efficiently.
• 6:29
  The
• 6:29
  mitochondria
• 6:30
  can
• 6:30
  act,
• 6:30
  act
• 6:31
  or
• 6:31
  operate
• 6:31
  more
• 6:31
  efficiently.
• 6:32
  And
• 6:32
  then
• 6:33
  a
• 6:33
  TP
• 6:33
  increasing
• 6:34
  the
• 6:34
  food
• 6:34
  cell.
• 6:35
  So.
• 6:36
  You're
• 6:36
  increasing
• 6:37
  the
• 6:37
  voltage
• 6:37
  so
• 6:37
  the
• 6:37
  cells
• 6:38
  work
• 6:38
  better.
• 6:38
  You're
• 6:39
  giving
• 6:39
  your
• 6:39
  body
• 6:40
  cells
• 6:40
  specifically
• 6:41
  more
• 6:41
  food
• 6:42
  supply
• 6:43
  so
• 6:43
  the
• 6:43
  body
• 6:43
  can
• 6:43
  do
• 6:44
  what
• 6:44
  it
• 6:44
  does
• 6:44
  best
• 6:45
  heal
• 6:45
  itself.
• 6:45
  So
• 6:46
  it's
• 6:46
  those
• 6:46
  two
• 6:46
  main
• 6:46
  things.
• 6:48
  Okay.
• 6:48
  And,
• 6:49
  and
• 6:49
  what
• 6:49
  the
• 6:49
  indication
• 6:50
  then,
• 6:50
  'cause
• 6:50
  that
• 6:50
  sounds
• 6:50
  like
• 6:50
  it
• 6:50
  could
• 6:51
  heal
• 6:51
  absolutely
• 6:51
  everything.
• 6:52
  So
• 6:52
  how
• 6:52
  have
• 6:52
  you
• 6:52
  honed
• 6:53
  in
• 6:53
  on
• 6:53
  what
• 6:54
  you're
• 6:54
  focusing
• 6:54
  on,
• 6:55
  that
• 6:55
  you're,
• 6:55
  you're,
• 6:55
  that
• 6:55
  you
• 6:56
  almost
• 6:56
  like
• 6:57
  at
• 6:57
  your
• 6:57
  value
• 6:57
  proposition?
• 7:00
  Well.
• 7:01
  The
• 7:01
  each
• 7:02
  product,
• 7:02
  so
• 7:03
  the
• 7:03
  protocols,
• 7:04
  there's
• 7:04
  60
• 7:05
  different
• 7:05
  ones
• 7:05
  at
• 7:05
  Starman.
• 7:06
  They're,
• 7:06
  and
• 7:06
  they're
• 7:06
  frequency
• 7:07
  pairs.
• 7:08
  So
• 7:08
  think
• 7:08
  of
• 7:08
  it
• 7:08
  as
• 7:08
  a
• 7:08
  chord
• 7:09
  on
• 7:09
  a
• 7:09
  guitar.
• 7:10
  Okay.
• 7:11
  And
• 7:11
  the
• 7:11
  protocol
• 7:11
  is
• 7:11
  an
• 7:12
  actual
• 7:12
  song,
• 7:12
  and
• 7:13
  every
• 7:13
  song
• 7:13
  is
• 7:13
  different.
• 7:14
  Yeah.
• 7:15
  Picture
• 7:15
  a
• 7:15
  pickup
• 7:16
  band
• 7:16
  in
• 7:16
  a
• 7:16
  garage,
• 7:17
  right?
• 7:17
  They're
• 7:17
  trying
• 7:18
  this,
• 7:18
  they
• 7:18
  throw
• 7:18
  in
• 7:18
  a
• 7:18
  cow
• 7:19
  bill,
• 7:19
  they
• 7:19
  throw
• 7:19
  in
• 7:19
  some
• 7:20
  bass,
• 7:20
  they're
• 7:20
  changing
• 7:21
  the
• 7:21
  music,
• 7:21
  they're
• 7:21
  changing
• 7:22
  the
• 7:22
  song.
• 7:22
  I
• 7:22
  use
• 7:22
  the
• 7:22
  Bee
• 7:23
  Gees
• 7:23
  analogy
• 7:24
  as
• 7:24
  they
• 7:24
  put
• 7:24
  out
• 7:25
  150
• 7:25
  songs
• 7:26
  before
• 7:26
  they
• 7:26
  ever
• 7:26
  had
• 7:26
  a
• 7:26
  hit.
• 7:27
  So
• 7:27
  it's
• 7:27
  a
• 7:28
  lot
• 7:28
  of
• 7:28
  trial
• 7:28
  and
• 7:28
  error.
• 7:29
  It's
• 7:29
  a
• 7:29
  lot
• 7:29
  of
• 7:30
  trial
• 7:30
  and
• 7:30
  error
• 7:30
  to
• 7:30
  find
• 7:30
  out
• 7:31
  what
• 7:31
  works
• 7:31
  and
• 7:31
  what
• 7:32
  doesn't.
• 7:33
  And
• 7:33
  this
• 7:33
  came
• 7:34
  from
• 7:35
  the
• 7:35
  foundation
• 7:36
  came
• 7:36
  from
• 7:36
  8,000
• 7:37
  practitioners
• 7:38
  over
• 7:38
  35
• 7:38
  years
• 7:39
  doing
• 7:39
  exactly
• 7:40
  that.
• 7:40
  You're
• 7:40
  in
• 7:41
  the
• 7:41
  clinic.
• 7:41
  Try
• 7:42
  a
• 7:42
  little
• 7:42
  bit
• 7:42
  of
• 7:42
  this,
• 7:42
  try
• 7:43
  a
• 7:43
  little
• 7:43
  bit
• 7:43
  of
• 7:43
  that.
• 7:43
  That
• 7:44
  doesn't
• 7:44
  work.
• 7:44
  This
• 7:44
  does
• 7:45
  work.
• 7:45
  So
• 7:45
  keep
• 7:45
  using
• 7:46
  more
• 7:46
  of
• 7:46
  that.
• 7:47
  Um,
• 7:48
  the
• 7:48
  problem
• 7:49
  from
• 7:49
  the
• 7:50
  foundation
• 7:51
  is
• 7:51
  it
• 7:51
  goes
• 7:51
  all
• 7:51
  the
• 7:51
  way
• 7:52
  back
• 7:52
  to
• 7:52
  1934,
• 7:53
  where
• 7:53
  Rockefeller
• 7:54
  and
• 7:54
  Carnegie
• 7:54
  screwed
• 7:54
  up
• 7:55
  the
• 7:55
  whole
• 7:55
  world
• 7:55
  for
• 7:55
  the
• 7:55
  United
• 7:56
  States.
• 7:56
  Okay.
• 7:57
  He
• 7:57
  owned
• 7:57
  all
• 7:57
  the
• 7:58
  oil
• 7:58
  in
• 7:58
  the
• 7:58
  country
• 7:59
  and
• 7:59
  he
• 7:59
  figured
• 7:59
  out
• 7:59
  he
• 7:59
  could
• 7:59
  make
• 8:00
  drugs
• 8:00
  from
• 8:00
  oil.
• 8:01
  So
• 8:02
  him
• 8:02
  and
• 8:02
  Carnegie
• 8:02
  controlled
• 8:03
  all
• 8:03
  the
• 8:03
  medical
• 8:03
  landscapes.
• 8:04
  So
• 8:04
  they're
• 8:04
  like,
• 8:04
  Hey,
• 8:05
  if
• 8:05
  you're
• 8:05
  not
• 8:06
  doing
• 8:06
  surgery
• 8:07
  or
• 8:07
  drugs
• 8:08
  or
• 8:08
  pulling
• 8:08
  your
• 8:08
  funding
• 8:09
  or
• 8:09
  pulling
• 8:09
  your
• 8:09
  licenses.
• 8:10
  So
• 8:11
  it's
• 8:11
  stupid
• 8:12
  because
• 8:13
  the
• 8:13
  human
• 8:13
  body,
• 8:14
  like
• 8:14
  most
• 8:14
  animals
• 8:15
  and
• 8:15
  plants
• 8:16
  and
• 8:16
  other
• 8:16
  things,
• 8:16
  has,
• 8:17
  you
• 8:17
  know,
• 8:17
  it's
• 8:17
  mechanical,
• 8:18
  it's
• 8:18
  chemical,
• 8:19
  and
• 8:19
  it's
• 8:19
  electrical.
• 8:20
  So
• 8:20
  to
• 8:21
  ignore
• 8:21
  one
• 8:22
  of
• 8:22
  those
• 8:22
  three
• 8:22
  pillars
• 8:23
  is
• 8:23
  stupid.
• 8:24
  'cause
• 8:24
  you're
• 8:24
  missing
• 8:24
  a
• 8:24
  third
• 8:25
  of
• 8:25
  the
• 8:25
  picture.
• 8:25
  But
• 8:26
  that's
• 8:26
  what
• 8:26
  we
• 8:26
  basically
• 8:26
  did
• 8:27
  in
• 8:27
  the
• 8:27
  United
• 8:27
  States.
• 8:28
  We
• 8:28
  stopped
• 8:28
  all
• 8:28
  electrical
• 8:29
  stimulation
• 8:30
  or
• 8:30
  electrical
• 8:31
  therapies.
• 8:32
  And
• 8:33
  so
• 8:33
  a
• 8:33
  lot
• 8:33
  of
• 8:33
  that
• 8:33
  research
• 8:34
  just
• 8:34
  got
• 8:34
  lost.
• 8:35
  Right?
• 8:35
  A
• 8:35
  lot
• 8:35
  of
• 8:35
  like
• 8:36
  Tesla
• 8:36
  stuff,
• 8:36
  it
• 8:36
  got
• 8:36
  destroyed,
• 8:37
  whatever.
• 8:37
  So
• 8:38
  some
• 8:38
  of
• 8:38
  the
• 8:38
  basic
• 8:39
  frequencies,
• 8:39
  nobody
• 8:39
  know
• 8:40
  what,
• 8:40
  where
• 8:40
  they
• 8:40
  came
• 8:41
  from,
• 8:41
  what
• 8:41
  the
• 8:41
  pedigree
• 8:42
  is,
• 8:42
  we
• 8:42
  just
• 8:42
  know
• 8:43
  what
• 8:43
  we've
• 8:43
  done.
• 8:44
  The
• 8:44
  industry's
• 8:44
  done
• 8:45
  with
• 8:45
  them
• 8:45
  since
• 8:45
  then
• 8:46
  to
• 8:46
  go
• 8:47
  show
• 8:47
  that
• 8:47
  they
• 8:47
  work
• 8:48
  and
• 8:48
  it's
• 8:48
  all,
• 8:48
  it's
• 8:48
  still
• 8:48
  a
• 8:48
  learning
• 8:49
  experience,
• 8:49
  right?
• 8:50
  I'm
• 8:50
  still
• 8:51
  writing
• 8:51
  protocols
• 8:51
  every
• 8:52
  couple
• 8:52
  months
• 8:52
  'cause
• 8:52
  there's
• 8:53
  a
• 8:53
  need
• 8:53
  for
• 8:53
  something
• 8:54
  that
• 8:54
  I
• 8:54
  don't.
• 8:55
  That
• 8:55
  customers
• 8:55
  want
• 8:56
  and
• 8:56
  I
• 8:56
  don't
• 8:56
  have
• 8:57
  it.
• 8:57
  So
• 8:57
  then
• 8:57
  we
• 8:57
  gotta
• 8:58
  go
• 8:58
  try
• 8:58
  and
• 8:58
  figure
• 8:58
  out
• 8:58
  how
• 8:58
  to
• 8:59
  make
• 9:00
  it
• 9:00
  work
• 9:00
  and
• 9:00
  test
• 9:00
  it.
• 9:01
  So
• 9:01
  just
• 9:02
  to
• 9:02
  clarify
• 9:02
  for
• 9:02
  my
• 9:02
  audience,
• 9:03
  when
• 9:03
  you
• 9:03
  say
• 9:03
  protocols,
• 9:04
  you're
• 9:04
  talking
• 9:04
  about
• 9:05
  indications
• 9:05
  effectively
• 9:06
  in
• 9:06
  another
• 9:06
  term,
• 9:07
  A
• 9:07
  this,
• 9:08
  this
• 9:09
  particular
• 9:10
  disease
• 9:10
  or
• 9:11
  issue.
• 9:11
  Is
• 9:11
  that
• 9:12
  a
• 9:12
  protocol
• 9:12
  that
• 9:13
  an
• 9:13
  individual,
• 9:13
  yeah.
• 9:14
  Yeah.
• 9:14
  So
• 9:14
  each
• 9:14
  protocol
• 9:15
  is
• 9:15
  a
• 9:15
  song
• 9:16
  and
• 9:17
  each
• 9:17
  of
• 9:17
  those
• 9:17
  frequency
• 9:17
  pairs
• 9:18
  is
• 9:18
  gonna
• 9:18
  be
• 9:18
  different.
• 9:19
  Some
• 9:19
  are
• 9:19
  simple,
• 9:19
  some
• 9:20
  are
• 9:20
  complex.
• 9:21
  Um,
• 9:21
  PTSD,
• 9:22
  for
• 9:22
  example,
• 9:22
  is
• 9:23
  the
• 9:23
  most
• 9:23
  complex
• 9:24
  one.
• 9:25
  Because
• 9:25
  it's
• 9:25
  very
• 9:26
  complex.
• 9:26
  It's
• 9:26
  in
• 9:27
  every
• 9:27
  cell
• 9:27
  of
• 9:27
  your
• 9:27
  body
• 9:28
  and
• 9:28
  every
• 9:28
  part.
• 9:28
  So
• 9:28
  it's
• 9:29
  going
• 9:29
  through
• 9:30
  76
• 9:30
  different,
• 9:31
  different
• 9:31
  frequency
• 9:32
  pairs
• 9:33
  changing
• 9:33
  on
• 9:33
  average
• 9:34
  every
• 9:34
  one
• 9:34
  to
• 9:35
  four
• 9:35
  minutes.
• 9:35
  So
• 9:36
  again,
• 9:36
  picture
• 9:36
  it
• 9:36
  as
• 9:36
  a
• 9:36
  symphony
• 9:37
  or
• 9:37
  a
• 9:37
  song,
• 9:38
  and
• 9:39
  it's
• 9:39
  going
• 9:39
  through.
• 9:40
  This
• 9:40
  is
• 9:40
  oversimplifying
• 9:41
  it,
• 9:41
  but
• 9:41
  it's
• 9:41
  close
• 9:42
  analogy.
• 9:43
  Frequency
• 9:43
  A
• 9:43
  is
• 9:43
  where
• 9:44
  is
• 9:44
  it,
• 9:44
  and
• 9:44
  B
• 9:44
  is
• 9:44
  what's
• 9:45
  wrong
• 9:45
  with
• 9:45
  it.
• 9:46
  So
• 9:46
  inflammation
• 9:46
  in
• 9:47
  the
• 9:47
  medulla
• 9:48
  of
• 9:48
  your
• 9:48
  brain,
• 9:48
  right?
• 9:49
  So
• 9:49
  it's
• 9:49
  going
• 9:49
  through
• 9:50
  that.
• 9:51
  That's
• 9:51
  what
• 9:51
  the
• 9:51
  protocol's
• 9:52
  actually
• 9:52
  doing.
• 9:53
  Now
• 9:53
  when
• 9:53
  you
• 9:53
  move
• 9:53
  over
• 9:53
  to.
• 9:54
  Anxiety
• 9:55
  or
• 9:56
  back
• 9:56
  pain
• 9:56
  or
• 9:56
  neck
• 9:57
  pain
• 9:57
  or
• 9:57
  dementia,
• 9:58
  those
• 9:59
  are
• 9:59
  completely
• 9:59
  different
• 10:00
  protocols
• 10:00
  targeting
• 10:01
  different
• 10:01
  parts
• 10:01
  of
• 10:01
  the
• 10:01
  body.
• 10:02
  Again,
• 10:02
  based
• 10:03
  on
• 10:04
  clinical
• 10:05
  experience
• 10:05
  of
• 10:05
  what's
• 10:06
  working
• 10:06
  and
• 10:06
  what's
• 10:06
  not.
• 10:07
  Okay.
• 10:07
  So
• 10:07
  thank
• 10:08
  you
• 10:08
  very
• 10:08
  much.
• 10:08
  And
• 10:08
  then
• 10:08
  we
• 10:09
  were
• 10:09
  just
• 10:09
  speaking
• 10:09
  before,
• 10:10
  and
• 10:10
  this
• 10:10
  is
• 10:10
  is
• 10:10
  a
• 10:10
  really
• 10:11
  interesting,
• 10:12
  um,
• 10:13
  section
• 10:13
  I
• 10:13
  think
• 10:13
  from
• 10:14
  for
• 10:14
  the
• 10:14
  audience
• 10:14
  and
• 10:15
  the
• 10:15
  listeners
• 10:15
  is
• 10:16
  because
• 10:16
  obviously
• 10:17
  it
• 10:17
  sounds
• 10:17
  very
• 10:17
  medical.
• 10:18
  So
• 10:18
  people
• 10:19
  assume,
• 10:19
  oh,
• 10:20
  you
• 10:20
  must
• 10:20
  be
• 10:20
  selling
• 10:20
  it
• 10:20
  to
• 10:20
  hospitals.
• 10:21
  You
• 10:21
  must
• 10:21
  be
• 10:21
  selling
• 10:21
  it
• 10:21
  to
• 10:21
  those
• 10:22
  sort
• 10:22
  of
• 10:22
  like
• 10:22
  high-end
• 10:23
  clinics
• 10:23
  and
• 10:24
  you're
• 10:24
  not.
• 10:24
  So
• 10:25
  I
• 10:25
  just
• 10:25
  wanna
• 10:25
  just
• 10:25
  talk
• 10:26
  to
• 10:26
  me
• 10:26
  a
• 10:26
  bit
• 10:26
  about
• 10:26
  that
• 10:26
  because
• 10:27
  a
• 10:27
  lot
• 10:27
  of
• 10:27
  listeners
• 10:27
  will
• 10:27
  be
• 10:28
  in
• 10:28
  that
• 10:28
  position
• 10:28
  where
• 10:29
  there's
• 10:30
  a
• 10:30
  lot
• 10:30
  of
• 10:30
  processes
• 10:31
  to
• 10:31
  go
• 10:31
  through
• 10:31
  to
• 10:31
  get
• 10:31
  into
• 10:31
  hospitals,
• 10:32
  et
• 10:32
  cetera.
• 10:32
  You
• 10:33
  haven't
• 10:33
  taken
• 10:33
  that
• 10:33
  route.
• 10:34
  So
• 10:34
  why
• 10:34
  didn't
• 10:34
  you
• 10:34
  take
• 10:35
  that
• 10:35
  route
• 10:35
  and
• 10:35
  what's
• 10:36
  the
• 10:36
  route
• 10:36
  you've
• 10:36
  taken
• 10:36
  and
• 10:36
  what's
• 10:37
  the
• 10:37
  what?
• 10:37
  What
• 10:37
  is
• 10:37
  the
• 10:37
  actual
• 10:38
  buying
• 10:39
  cycle
• 10:39
  or
• 10:39
  buying
• 10:39
  path
• 10:40
  to
• 10:40
  get
• 10:40
  your
• 10:40
  product?
• 10:42
  Yeah.
• 10:42
  So
• 10:43
  very
• 10:43
  interesting
• 10:43
  question.
• 10:44
  So,
• 10:44
  and
• 10:45
  I'll
• 10:45
  answer
• 10:45
  it
• 10:45
  this
• 10:45
  way,
• 10:46
  is
• 10:46
  a
• 10:46
  lot
• 10:46
  of
• 10:46
  times
• 10:46
  people
• 10:47
  will
• 10:47
  go.
• 10:47
  Hey,
• 10:48
  is
• 10:48
  it
• 10:48
  FDA
• 10:48
  approved?
• 10:49
  And
• 10:50
  instead
• 10:50
  of
• 10:50
  explaining
• 10:51
  what
• 10:51
  that
• 10:51
  means,
• 10:52
  'cause
• 10:52
  they
• 10:52
  don't
• 10:52
  know
• 10:52
  what
• 10:52
  they
• 10:53
  just
• 10:53
  asked,
• 10:54
  I
• 10:54
  just
• 10:55
  say
• 10:56
  it's
• 10:56
  an
• 10:56
  FD,
• 10:56
  a
• 10:56
  general
• 10:57
  wellness
• 10:57
  device.
• 10:58
  Now,
• 10:58
  normally
• 10:59
  what
• 10:59
  happens
• 10:59
  is
• 10:59
  people
• 11:00
  give
• 11:00
  you
• 11:00
  the
• 11:00
  jungle
• 11:00
  book
• 11:01
  look,
• 11:01
  their
• 11:01
  eyes
• 11:01
  kind
• 11:02
  go
• 11:02
  trust
• 11:02
  to
• 11:02
  me
• 11:03
  for
• 11:03
  a
• 11:03
  second.
• 11:03
  And
• 11:03
  they
• 11:03
  go,
• 11:04
  okay.
• 11:04
  He
• 11:04
  didn't
• 11:04
  say
• 11:05
  yes,
• 11:06
  he
• 11:06
  didn't
• 11:06
  say
• 11:06
  no,
• 11:07
  he
• 11:07
  said,
• 11:07
  FDA,
• 11:08
  something,
• 11:09
  and
• 11:09
  then
• 11:09
  they
• 11:09
  move
• 11:09
  on.
• 11:10
  Okay?
• 11:10
  Yeah.
• 11:11
  So
• 11:11
  that's
• 11:11
  usually
• 11:11
  the
• 11:11
  easiest
• 11:12
  ex
• 11:13
  explanation.
• 11:13
  FD,
• 11:14
  a
• 11:14
  general
• 11:14
  wellness
• 11:14
  device.
• 11:15
  So
• 11:15
  one,
• 11:15
  you
• 11:15
  don't
• 11:16
  want
• 11:16
  it
• 11:16
  approved.
• 11:17
  Because
• 11:17
  approvals
• 11:18
  take
• 11:19
  hundreds
• 11:19
  of
• 11:19
  millions
• 11:19
  of
• 11:19
  dollars
• 11:20
  in
• 11:20
  decades,
• 11:21
  and
• 11:22
  if
• 11:22
  you
• 11:22
  ever
• 11:23
  get
• 11:23
  it
• 11:23
  approved,
• 11:24
  it
• 11:25
  can
• 11:25
  only
• 11:25
  be
• 11:25
  used
• 11:25
  for
• 11:26
  that
• 11:26
  condition.
• 11:27
  So
• 11:27
  if
• 11:27
  I
• 11:27
  got
• 11:28
  it
• 11:28
  approved
• 11:28
  and
• 11:28
  I
• 11:28
  had
• 11:29
  all
• 11:29
  the
• 11:29
  money
• 11:29
  in
• 11:29
  the
• 11:29
  world
• 11:29
  and
• 11:29
  I
• 11:30
  approved
• 11:30
  it
• 11:30
  for
• 11:30
  anxiety,
• 11:31
  I
• 11:31
  can't
• 11:32
  use
• 11:32
  it
• 11:32
  for
• 11:32
  sleep.
• 11:33
  So
• 11:34
  I
• 11:34
  don't
• 11:34
  want
• 11:34
  that.
• 11:34
  Okay,
• 11:35
  so
• 11:35
  the
• 11:35
  next
• 11:35
  level
• 11:36
  down
• 11:36
  from
• 11:36
  this
• 11:37
  regulation
• 11:37
  is
• 11:37
  a
• 11:38
  five
• 11:38
  10
• 11:38
  K
• 11:38
  or
• 11:38
  a
• 11:38
  cleared.
• 11:40
  Not
• 11:40
  as
• 11:40
  aggressive,
• 11:41
  but
• 11:41
  it
• 11:41
  usually
• 11:42
  says,
• 11:42
  my
• 11:43
  duck
• 11:43
  looks
• 11:43
  like
• 11:43
  this
• 11:43
  duck
• 11:44
  that
• 11:44
  looked
• 11:44
  like
• 11:44
  that
• 11:44
  duck
• 11:45
  before
• 11:45
  that
• 11:45
  duck.
• 11:45
  That,
• 11:46
  and
• 11:46
  literally
• 11:47
  there's
• 11:47
  five
• 11:47
  10
• 11:47
  K
• 11:48
  clearances
• 11:48
  that
• 11:49
  go
• 11:49
  back
• 11:49
  to
• 11:49
  something
• 11:49
  that
• 11:49
  was
• 11:49
  built
• 11:49
  in
• 11:50
  the
• 11:50
  1930s,
• 11:50
  which
• 11:51
  is
• 11:51
  ridiculous
• 11:52
  in
• 11:52
  this
• 11:52
  world
• 11:53
  of
• 11:53
  PMF.
• 11:53
  Anything
• 11:54
  in
• 11:54
  the
• 11:54
  last
• 11:54
  10
• 11:55
  years
• 11:56
  is
• 11:56
  gonna
• 11:56
  be
• 11:56
  a
• 11:56
  general
• 11:57
  wellness
• 11:57
  device,
• 11:58
  FD,
• 11:58
  a
• 11:58
  general
• 11:58
  wellness
• 11:59
  device,
• 11:59
  or
• 12:00
  this
• 12:00
  has
• 12:01
  not
• 12:01
  been
• 12:01
  evaluated
• 12:01
  by
• 12:01
  the
• 12:02
  FDA
• 12:03
  and
• 12:03
  people
• 12:04
  manufacturers
• 12:04
  like
• 12:05
  me
• 12:05
  have
• 12:05
  chosen
• 12:06
  which
• 12:06
  one
• 12:06
  of
• 12:06
  those
• 12:06
  to
• 12:06
  choose.
• 12:07
  And
• 12:08
  it's
• 12:08
  about
• 12:08
  a
• 12:08
  50
• 12:08
  50
• 12:09
  split.
• 12:09
  'cause
• 12:09
  I
• 12:09
  pretty
• 12:10
  much
• 12:10
  know
• 12:10
  every
• 12:11
  competitor
• 12:12
  that's
• 12:12
  in
• 12:12
  this
• 12:12
  space
• 12:12
  out
• 12:12
  there.
• 12:13
  Right?
• 12:13
  And
• 12:13
  that's
• 12:14
  what
• 12:14
  they've
• 12:14
  chosen
• 12:14
  to
• 12:14
  go
• 12:15
  do.
• 12:15
  We've
• 12:15
  chosen
• 12:16
  that.
• 12:16
  It's
• 12:16
  an
• 12:16
  FD,
• 12:16
  a
• 12:17
  general
• 12:17
  wellness
• 12:17
  device.
• 12:18
  What
• 12:18
  does
• 12:18
  that
• 12:18
  mean?
• 12:19
  It's
• 12:19
  like
• 12:19
  the
• 12:20
  government.
• 12:20
  It's
• 12:20
  complicated
• 12:21
  on
• 12:21
  purpose.
• 12:21
  Okay.
• 12:22
  So
• 12:22
  it's
• 12:22
  like
• 12:22
  you
• 12:22
  can't
• 12:23
  diagnose,
• 12:23
  treat,
• 12:23
  or
• 12:24
  cure
• 12:24
  anything,
• 12:24
  but
• 12:25
  you
• 12:25
  can
• 12:25
  say
• 12:26
  helps
• 12:26
  living
• 12:27
  well
• 12:27
  with
• 12:27
  a
• 12:27
  condition.
• 12:28
  So
• 12:28
  let
• 12:28
  me
• 12:28
  give
• 12:29
  you
• 12:29
  a
• 12:29
  specific
• 12:29
  example.
• 12:30
  Okay,
• 12:31
  diabetes
• 12:31
  type
• 12:31
  two
• 12:32
  diabetes.
• 12:32
  I
• 12:32
  don't
• 12:32
  diagnose,
• 12:33
  treat,
• 12:33
  or
• 12:33
  cure
• 12:34
  anything,
• 12:34
  but
• 12:35
  I
• 12:35
  can't
• 12:35
  diagnose,
• 12:36
  treat,
• 12:36
  or
• 12:36
  cure
• 12:36
  diabetes.
• 12:37
  However,
• 12:39
  if
• 12:39
  you
• 12:39
  use
• 12:39
  our
• 12:40
  technology
• 12:40
  and
• 12:40
  you're
• 12:41
  shooting
• 12:41
  110
• 12:42
  units
• 12:42
  a
• 12:42
  day
• 12:42
  and
• 12:43
  now
• 12:43
  you're
• 12:43
  down
• 12:43
  to
• 12:43
  10
• 12:43
  units
• 12:44
  a
• 12:44
  day,
• 12:45
  that
• 12:45
  improved
• 12:45
  your
• 12:45
  life
• 12:46
  'cause
• 12:46
  you're
• 12:46
  not
• 12:46
  sticking
• 12:47
  the
• 12:47
  needle
• 12:47
  in
• 12:47
  you
• 12:47
  as
• 12:47
  much
• 12:48
  and
• 12:49
  you
• 12:49
  save
• 12:49
  money.
• 12:51
  Back
• 12:51
  pain,
• 12:51
  I
• 12:51
  went
• 12:52
  from
• 12:52
  a
• 12:52
  10
• 12:52
  to
• 12:52
  a
• 12:52
  three.
• 12:53
  I
• 12:53
  didn't
• 12:53
  cure
• 12:54
  your
• 12:54
  back
• 12:54
  pain,
• 12:54
  but
• 12:55
  you're
• 12:55
  playing
• 12:55
  sports
• 12:56
  again.
• 12:57
  And
• 12:57
  improved
• 12:57
  your,
• 12:57
  like,
• 12:58
  so
• 12:58
  you
• 12:58
  can
• 12:58
  go
• 12:58
  through
• 12:58
  each
• 12:59
  one
• 12:59
  of
• 12:59
  those
• 12:59
  protocols
• 12:59
  and
• 13:00
  say,
• 13:00
  help
• 13:00
  living,
• 13:01
  well,
• 13:01
  these
• 13:01
  is
• 13:01
  the
• 13:01
  exact
• 13:02
  words
• 13:02
  the
• 13:02
  government
• 13:03
  uses
• 13:03
  help
• 13:03
  living
• 13:04
  well
• 13:04
  with
• 13:05
  X
• 13:06
  and
• 13:07
  it's
• 13:07
  unclear
• 13:08
  of
• 13:08
  how
• 13:08
  much
• 13:09
  data
• 13:09
  or
• 13:09
  anything
• 13:09
  you
• 13:09
  need
• 13:10
  to
• 13:10
  say
• 13:10
  that
• 13:12
  kind
• 13:12
  of
• 13:12
  on
• 13:12
  purpose.
• 13:13
  Right.
• 13:13
  So
• 13:14
  it's,
• 13:14
  it's
• 13:14
  a
• 13:14
  vague
• 13:15
  area.
• 13:15
  That's
• 13:15
  weird.
• 13:16
  And,
• 13:17
  and
• 13:17
  it
• 13:17
  be,
• 13:18
  you
• 13:18
  know,
• 13:18
  the
• 13:18
  government
• 13:18
  can
• 13:18
  never
• 13:19
  keep
• 13:19
  up
• 13:19
  to
• 13:19
  it.
• 13:19
  'cause
• 13:20
  the
• 13:20
  technology,
• 13:21
  think
• 13:21
  of
• 13:21
  it
• 13:22
  like.
• 13:23
  This
• 13:23
  technology
• 13:23
  is
• 13:24
  not
• 13:24
  anywhere
• 13:24
  near
• 13:25
  as
• 13:25
  rapid
• 13:25
  as
• 13:25
  the
• 13:25
  AI
• 13:26
  development,
• 13:26
  but
• 13:27
  yeah,
• 13:27
  picture
• 13:27
  exponential
• 13:28
  on
• 13:28
  exponential.
• 13:29
  On
• 13:29
  exponential,
• 13:30
  right,
• 13:30
  is
• 13:31
  the
• 13:31
  technology's
• 13:31
  changing
• 13:32
  so
• 13:32
  fast
• 13:33
  and
• 13:33
  I'm,
• 13:33
  I
• 13:34
  learn
• 13:34
  new
• 13:34
  stuff
• 13:34
  every
• 13:35
  week,
• 13:35
  right?
• 13:35
  On
• 13:35
  my
• 13:36
  own
• 13:36
  products.
• 13:37
  So
• 13:37
  it's
• 13:37
  like,
• 13:37
  for
• 13:38
  example,
• 13:39
  our
• 13:40
  vaga
• 13:40
  vibe,
• 13:40
  right?
• 13:41
  It's
• 13:41
  a
• 13:41
  vagus
• 13:42
  nerve
• 13:42
  pendant
• 13:42
  that
• 13:43
  you
• 13:43
  wear
• 13:43
  to
• 13:43
  stimulate
• 13:44
  the
• 13:44
  vagus
• 13:44
  nerve.
• 13:45
  We
• 13:45
  had
• 13:46
  a
• 13:46
  bunch
• 13:46
  of
• 13:46
  people
• 13:46
  say,
• 13:46
  Hey,
• 13:47
  my
• 13:47
  AFib
• 13:48
  went
• 13:48
  from
• 13:48
  95%
• 13:50
  to
• 13:50
  two.
• 13:51
  I
• 13:51
  go,
• 13:51
  first
• 13:51
  of
• 13:51
  all,
• 13:51
  I
• 13:51
  don't
• 13:52
  know
• 13:52
  what
• 13:52
  that
• 13:52
  means.
• 13:53
  And
• 13:53
  they
• 13:53
  go,
• 13:53
  well,
• 13:54
  my
• 13:54
  heart
• 13:54
  was
• 13:54
  in
• 13:54
  AFib
• 13:55
  95%
• 13:55
  of
• 13:55
  the
• 13:55
  time.
• 13:56
  Now
• 13:56
  it's
• 13:56
  in
• 13:56
  two
• 13:56
  B.
• 13:57
  How
• 13:57
  the
• 13:57
  hell
• 13:57
  are
• 13:57
  you
• 13:58
  measuring
• 13:58
  that?
• 13:58
  They're
• 13:59
  using
• 13:59
  their
• 13:59
  Apple
• 13:59
  watches?
• 14:00
  I
• 14:00
  don't
• 14:00
  have
• 14:00
  an
• 14:00
  Apple
• 14:00
  watch.
• 14:01
  I
• 14:01
  didn't
• 14:01
  even
• 14:01
  know
• 14:01
  they
• 14:01
  had
• 14:02
  AFib
• 14:02
  on
• 14:02
  it.
• 14:02
  Right?
• 14:03
  So
• 14:03
  now
• 14:03
  we're
• 14:03
  doing
• 14:03
  AFib
• 14:04
  studies
• 14:04
  with
• 14:04
  Apple
• 14:04
  watches
• 14:05
  and
• 14:05
  Vaga
• 14:05
  vibes,
• 14:06
  right?
• 14:06
  So
• 14:06
  it's
• 14:06
  something
• 14:07
  I
• 14:07
  learned
• 14:07
  from
• 14:07
  customer
• 14:08
  feedback
• 14:08
  going,
• 14:08
  oh,
• 14:09
  okay.
• 14:10
  Didn't
• 14:11
  ask
• 14:11
  anyone
• 14:11
  to
• 14:11
  do
• 14:11
  that.
• 14:12
  That
• 14:12
  just
• 14:12
  happened.
• 14:12
  And
• 14:13
  so
• 14:14
  there's,
• 14:15
  that's
• 14:15
  what
• 14:15
  makes
• 14:15
  this,
• 14:16
  that's
• 14:16
  one
• 14:17
  of
• 14:17
  the
• 14:17
  pieces
• 14:17
  that
• 14:17
  makes
• 14:18
  this.
• 14:19
  Super
• 14:19
  exciting
• 14:20
  as
• 14:21
  a
• 14:21
  CEO.
• 14:22
  We
• 14:22
  just
• 14:22
  hired
• 14:23
  another
• 14:23
  new
• 14:24
  person,
• 14:24
  a
• 14:24
  new
• 14:24
  person
• 14:25
  to
• 14:25
  answer
• 14:25
  phones
• 14:25
  today,
• 14:27
  and
• 14:27
  I
• 14:27
  told
• 14:27
  her
• 14:27
  or
• 14:27
  her
• 14:27
  name's
• 14:28
  Amanda,
• 14:29
  this
• 14:29
  will
• 14:29
  be
• 14:29
  the
• 14:29
  most
• 14:30
  satisfying
• 14:30
  job
• 14:30
  you've
• 14:31
  ever
• 14:31
  had
• 14:31
  in
• 14:31
  your
• 14:31
  life.
• 14:32
  But
• 14:33
  this
• 14:33
  is
• 14:33
  not
• 14:33
  how's
• 14:34
  wives
• 14:34
  of
• 14:34
  Orange
• 14:35
  County.
• 14:35
  This
• 14:35
  is
• 14:35
  not
• 14:35
  a
• 14:35
  reality
• 14:36
  show.
• 14:37
  This
• 14:37
  is
• 14:37
  real.
• 14:37
  People
• 14:38
  that
• 14:38
  have
• 14:39
  tortured
• 14:41
  bad
• 14:41
  about
• 14:41
  boyfriends,
• 14:42
  husbands,
• 14:42
  miscarriages,
• 14:43
  cancer
• 14:43
  in
• 14:43
  the
• 14:43
  family,
• 14:44
  right?
• 14:44
  There's
• 14:44
  real
• 14:44
  trauma
• 14:46
  and
• 14:46
  most
• 14:46
  people.
• 14:47
  Hakeem
• 14:48
  that
• 14:48
  come
• 14:48
  to
• 14:48
  this
• 14:48
  technology,
• 14:49
  either
• 14:49
  have
• 14:50
  long-term
• 14:51
  mental
• 14:52
  or
• 14:52
  physical,
• 14:53
  physical
• 14:54
  pain
• 14:54
  or
• 14:54
  both
• 14:55
  Bec
• 14:56
  and
• 14:56
  the
• 14:56
  side
• 14:56
  effects
• 14:57
  of
• 14:57
  drugs
• 14:57
  and
• 14:57
  everything
• 14:57
  aren't
• 14:57
  working.
• 14:58
  They
• 14:58
  hate
• 14:58
  'em
• 14:58
  or
• 14:58
  whatever.
• 14:59
  So
• 14:59
  they
• 14:59
  go
• 14:59
  search
• 15:00
  for
• 15:00
  alternative
• 15:01
  stuff
• 15:01
  and
• 15:01
  they
• 15:01
  find
• 15:02
  this
• 15:02
  technology.
• 15:03
  That's
• 15:03
  how
• 15:03
  most
• 15:04
  people
• 15:04
  find
• 15:04
  it.
• 15:05
  What's
• 15:05
  funny
• 15:06
  in
• 15:06
  the
• 15:06
  medical
• 15:07
  world,
• 15:07
  the
• 15:07
  type,
• 15:07
  it's
• 15:08
  a
• 15:08
  different
• 15:08
  way
• 15:08
  to
• 15:08
  answer
• 15:08
  your
• 15:09
  question
• 15:09
  is.
• 15:10
  The
• 15:11
  logical
• 15:11
  thing
• 15:11
  people
• 15:11
  are
• 15:11
  gonna
• 15:11
  ask,
• 15:12
  well,
• 15:12
  how
• 15:12
  come
• 15:12
  my
• 15:12
  doctor
• 15:12
  doesn't
• 15:13
  know
• 15:13
  about
• 15:13
  this?
• 15:13
  'cause
• 15:13
  the
• 15:14
  doctor
• 15:14
  hasn't
• 15:14
  been
• 15:14
  trained
• 15:14
  on
• 15:14
  any
• 15:15
  of
• 15:15
  it,
• 15:15
  and
• 15:16
  your
• 15:16
  doctor
• 15:16
  has
• 15:17
  no
• 15:17
  continuing
• 15:18
  education
• 15:18
  except
• 15:19
  to
• 15:20
  travel
• 15:20
  to
• 15:20
  a
• 15:20
  resort
• 15:22
  once
• 15:22
  a
• 15:22
  year.
• 15:23
  That's
• 15:23
  presented
• 15:23
  by
• 15:24
  a
• 15:24
  drug
• 15:24
  company
• 15:24
  on
• 15:25
  here's
• 15:25
  the
• 15:25
  new
• 15:25
  drug.
• 15:26
  They're
• 15:26
  not
• 15:26
  getting
• 15:26
  any
• 15:26
  of
• 15:26
  this,
• 15:27
  and
• 15:27
  they
• 15:27
  have
• 15:27
  no
• 15:27
  incentive
• 15:27
  to
• 15:28
  learn
• 15:28
  these
• 15:28
  things.
• 15:28
  The
• 15:29
  funny
• 15:29
  part
• 15:30
  though,
• 15:30
  to
• 15:30
  that
• 15:31
  is
• 15:31
  we
• 15:31
  have
• 15:31
  wholesalers
• 15:32
  and
• 15:32
  re
• 15:32
  and
• 15:32
  affiliates,
• 15:33
  right?
• 15:34
  Here's
• 15:34
  how
• 15:34
  I
• 15:34
  get
• 15:35
  most
• 15:35
  of
• 15:35
  my
• 15:35
  wholesalers
• 15:36
  in
• 15:36
  the
• 15:36
  medical
• 15:36
  world,
• 15:37
  and
• 15:37
  it's
• 15:37
  growing
• 15:38
  rapidly.
• 15:39
  Very
• 15:39
  typical
• 15:40
  scenario.
• 15:40
  Somebody
• 15:41
  comes
• 15:41
  in
• 15:41
  for
• 15:41
  their
• 15:41
  physical,
• 15:42
  the
• 15:42
  doctor
• 15:43
  goes,
• 15:43
  holy
• 15:44
  crap,
• 15:44
  your
• 15:45
  A
• 15:45
  one
• 15:45
  C's
• 15:45
  5.3.
• 15:46
  It's
• 15:46
  never
• 15:46
  been
• 15:47
  below
• 15:47
  eight.
• 15:48
  Your
• 15:48
  blood
• 15:48
  sugar's
• 15:49
  great.
• 15:49
  You
• 15:49
  finally
• 15:50
  did
• 15:50
  what
• 15:50
  I
• 15:50
  told
• 15:50
  you
• 15:51
  to
• 15:51
  do
• 15:51
  and
• 15:51
  start
• 15:51
  exercise,
• 15:52
  change
• 15:52
  your
• 15:52
  diet.
• 15:52
  And
• 15:52
  they
• 15:52
  go,
• 15:53
  nah,
• 15:53
  I
• 15:53
  just
• 15:54
  started
• 15:54
  using
• 15:54
  this
• 15:54
  thing.
• 15:55
  Yeah.
• 15:55
  And
• 15:55
  the
• 15:55
  doctor
• 15:56
  snatches
• 15:56
  outta
• 15:56
  hand
• 15:56
  and
• 15:56
  goes,
• 15:57
  what
• 15:57
  the
• 15:57
  hell
• 15:57
  is
• 15:57
  that?
• 15:57
  And
• 15:57
  then
• 15:57
  they
• 15:57
  call
• 15:58
  me,
• 15:58
  what
• 15:59
  is
• 15:59
  this
• 15:59
  thing?
• 15:59
  Then
• 15:59
  I
• 15:59
  have
• 16:00
  a
• 16:00
  conversation
• 16:00
  just
• 16:00
  like
• 16:00
  we're
• 16:01
  having
• 16:01
  now.
• 16:02
  Then
• 16:02
  they
• 16:02
  go,
• 16:02
  I
• 16:02
  can't
• 16:02
  work.
• 16:03
  I'm
• 16:03
  like,
• 16:03
  okay,
• 16:04
  buy
• 16:04
  one.
• 16:04
  Try
• 16:05
  it.
• 16:05
  They
• 16:05
  do.
• 16:06
  Then
• 16:06
  they
• 16:06
  become
• 16:06
  wholesalers.
• 16:07
  So
• 16:07
  it's.
• 16:08
  The,
• 16:09
  it's
• 16:09
  the
• 16:10
  patients
• 16:10
  coming
• 16:10
  back
• 16:11
  to
• 16:11
  the
• 16:11
  customers
• 16:11
  in
• 16:12
  the
• 16:12
  medical
• 16:12
  world
• 16:13
  that
• 16:13
  are
• 16:13
  forcing
• 16:14
  them
• 16:14
  saying,
• 16:15
  I
• 16:15
  want
• 16:15
  this
• 16:15
  thing.
• 16:15
  Is
• 16:15
  it
• 16:16
  okay
• 16:16
  for
• 16:16
  me
• 16:16
  to
• 16:16
  use
• 16:16
  this?
• 16:17
  I
• 16:17
  bought
• 16:17
  one.
• 16:18
  Those
• 16:18
  type
• 16:18
  of
• 16:18
  things
• 16:19
  you
• 16:19
  should
• 16:19
  know
• 16:19
  about
• 16:19
  this.
• 16:20
  And
• 16:20
  there's
• 16:20
  more
• 16:21
  and
• 16:21
  more,
• 16:22
  mostly
• 16:23
  chiropractors,
• 16:23
  naturopaths,
• 16:24
  not
• 16:24
  so
• 16:25
  many
• 16:25
  MDs,
• 16:26
  unfortunately,
• 16:27
  but
• 16:27
  there's
• 16:27
  more
• 16:27
  and
• 16:27
  more
• 16:27
  people
• 16:28
  coming
• 16:28
  around
• 16:28
  to
• 16:28
  it.
• 16:29
  'cause
• 16:29
  the
• 16:29
  data
• 16:30
  keeps
• 16:30
  growing
• 16:30
  that
• 16:30
  it
• 16:30
  works.
• 16:32
  And
• 16:32
  that
• 16:33
  seems
• 16:33
  to
• 16:33
  be
• 16:34
  a,
• 16:34
  an
• 16:34
  interest
• 16:35
  and
• 16:35
  that's
• 16:35
  why
• 16:35
  I
• 16:35
  wanted
• 16:35
  to
• 16:35
  explore
• 16:36
  that.
• 16:36
  'cause
• 16:36
  that's
• 16:36
  a
• 16:36
  very
• 16:37
  interesting
• 16:38
  methodology
• 16:39
  because
• 16:39
  basically
• 16:40
  what
• 16:40
  you're
• 16:40
  doing,
• 16:40
  you're
• 16:40
  going
• 16:40
  direct
• 16:41
  to
• 16:41
  the
• 16:41
  consumer.
• 16:42
  Are
• 16:42
  you
• 16:42
  the
• 16:42
  patient?
• 16:43
  The
• 16:43
  patient's
• 16:43
  then
• 16:43
  going
• 16:44
  to
• 16:44
  their
• 16:44
  clinician
• 16:45
  and
• 16:45
  then
• 16:45
  because
• 16:46
  of
• 16:46
  the
• 16:46
  results,
• 16:47
  the
• 16:47
  clinician's
• 16:47
  saying,
• 16:48
  well,
• 16:48
  how's
• 16:48
  that
• 16:48
  happened?
• 16:49
  They're
• 16:49
  then
• 16:49
  getting
• 16:50
  in
• 16:50
  contact
• 16:50
  with
• 16:50
  you
• 16:51
  had
• 16:51
  you
• 16:51
  done
• 16:52
  it
• 16:52
  the
• 16:52
  other
• 16:52
  way,
• 16:52
  which
• 16:52
  the
• 16:52
  traditional
• 16:53
  way
• 16:54
  it'd
• 16:54
  cost
• 16:54
  you
• 16:54
  a
• 16:54
  lot
• 16:54
  more
• 16:54
  money.
• 16:55
  Uh,
• 16:56
  and
• 16:56
  it.
• 16:56
  And
• 16:57
  it
• 16:57
  continues
• 16:57
  to
• 16:57
  cost
• 16:57
  you
• 16:57
  a
• 16:57
  lot
• 16:58
  more
• 16:58
  money.
• 16:58
  'cause
• 16:58
  you
• 16:58
  have
• 16:58
  to
• 16:58
  spend
• 16:58
  a
• 16:58
  lot
• 16:59
  of
• 16:59
  money
• 16:59
  actually
• 16:59
  getting
• 16:59
  to
• 16:59
  those
• 17:00
  clinicians,
• 17:00
  getting
• 17:00
  in
• 17:00
  front
• 17:00
  of
• 17:00
  those
• 17:01
  clinicians,
• 17:01
  et
• 17:01
  cetera.
• 17:02
  So
• 17:02
  that's
• 17:02
  a
• 17:02
  really,
• 17:03
  so,
• 17:03
  so
• 17:03
  was
• 17:03
  that
• 17:04
  a,
• 17:04
  a,
• 17:04
  um,
• 17:05
  conscious
• 17:06
  decision
• 17:06
  based
• 17:07
  on
• 17:08
  the
• 17:08
  best
• 17:08
  flow
• 17:09
  or
• 17:09
  was
• 17:09
  that
• 17:09
  a
• 17:09
  conscious
• 17:09
  decision
• 17:10
  based
• 17:10
  on
• 17:10
  the
• 17:10
  cost
• 17:11
  of
• 17:11
  actually,
• 17:12
  uh,
• 17:12
  going
• 17:13
  through
• 17:13
  the
• 17:14
  standard
• 17:14
  medical
• 17:14
  route?
• 17:15
  It's
• 17:16
  a,
• 17:16
  it's
• 17:16
  a
• 17:16
  different
• 17:16
  answer.
• 17:16
  I'm
• 17:17
  64
• 17:17
  years
• 17:17
  old
• 17:18
  and
• 17:18
  my
• 17:18
  runway's
• 17:18
  not
• 17:18
  long
• 17:19
  enough
• 17:19
  to
• 17:19
  go
• 17:19
  the
• 17:19
  medical
• 17:19
  route.
• 17:20
  I'll
• 17:20
  be
• 17:20
  dead.
• 17:22
  That's
• 17:22
  the
• 17:22
  honest
• 17:22
  answer.
• 17:23
  So,
• 17:23
  yeah.
• 17:23
  Okay.
• 17:24
  The
• 17:24
  average
• 17:25
  amount
• 17:25
  of
• 17:25
  time
• 17:25
  for
• 17:25
  technology
• 17:26
  to
• 17:26
  get
• 17:26
  from
• 17:27
  inception
• 17:28
  or
• 17:28
  clinical
• 17:29
  trials
• 17:29
  to
• 17:29
  the
• 17:29
  medical
• 17:30
  world's
• 17:30
  12
• 17:30
  to
• 17:30
  15
• 17:31
  years,
• 17:31
  that's,
• 17:32
  that's
• 17:32
  the
• 17:32
  data.
• 17:33
  That's
• 17:33
  old
• 17:34
  data.
• 17:35
  The
• 17:35
  newer
• 17:35
  data
• 17:35
  is
• 17:36
  going
• 17:36
  to,
• 17:36
  it's
• 17:36
  not
• 17:36
  gonna
• 17:37
  work
• 17:37
  because
• 17:37
  the
• 17:37
  technology
• 17:38
  is
• 17:38
  changing
• 17:39
  so
• 17:39
  fast.
• 17:40
  It
• 17:40
  may
• 17:40
  never
• 17:41
  get
• 17:41
  the,
• 17:41
  the
• 17:41
  model
• 17:42
  has
• 17:42
  to
• 17:42
  change
• 17:43
  completely
• 17:43
  for
• 17:44
  it
• 17:44
  to
• 17:44
  actually
• 17:44
  get
• 17:44
  to
• 17:44
  the
• 17:44
  medical
• 17:45
  world
• 17:45
  because
• 17:46
  if
• 17:46
  I
• 17:46
  took
• 17:46
  the
• 17:46
  technology
• 17:47
  I
• 17:47
  had
• 17:47
  today
• 17:47
  and
• 17:48
  it
• 17:48
  was
• 17:48
  available
• 17:48
  in
• 17:48
  the
• 17:49
  hospital
• 17:49
  in
• 17:49
  15
• 17:49
  years,
• 17:50
  it
• 17:50
  would
• 17:50
  be
• 17:50
  50
• 17:51
  years
• 17:51
  outta
• 17:51
  date.
• 17:52
  Yeah.
• 17:52
  Right.
• 17:53
  Be
• 17:53
  so
• 17:54
  that
• 17:54
  whole
• 17:54
  model
• 17:55
  doesn't
• 17:55
  work
• 17:55
  and
• 17:56
  it's
• 17:56
  broken.
• 17:56
  Everyone
• 17:56
  knows
• 17:57
  our
• 17:57
  medical
• 17:57
  system
• 17:58
  is
• 17:58
  broken.
• 17:58
  So
• 18:00
  yeah,
• 18:00
  I
• 18:00
  just
• 18:00
  don't
• 18:00
  have
• 18:01
  enough
• 18:01
  time
• 18:01
  doctors
• 18:02
  are
• 18:02
  gonna
• 18:02
  get
• 18:02
  mad
• 18:02
  at
• 18:02
  me,
• 18:03
  but
• 18:03
  here's
• 18:03
  the
• 18:03
  conversation.
• 18:04
  How
• 18:04
  it
• 18:04
  normally
• 18:04
  goes,
• 18:04
  right,
• 18:05
  is
• 18:05
  they'll
• 18:05
  go
• 18:06
  explain
• 18:06
  the
• 18:06
  mechanism
• 18:07
  action
• 18:07
  to
• 18:07
  me,
• 18:08
  explain
• 18:08
  exactly
• 18:08
  how
• 18:09
  it
• 18:09
  works,
• 18:09
  right?
• 18:09
  Blah,
• 18:09
  blah,
• 18:09
  blah,
• 18:10
  blah.
• 18:10
  I
• 18:10
  go,
• 18:10
  you
• 18:10
  know
• 18:10
  what?
• 18:11
  Shut
• 18:11
  up
• 18:11
  for
• 18:11
  a
• 18:11
  minute.
• 18:12
  You
• 18:12
  don't
• 18:12
  know
• 18:12
  how
• 18:12
  aspirin
• 18:13
  works.
• 18:14
  It's
• 18:14
  been
• 18:14
  around
• 18:15
  for
• 18:15
  3000
• 18:15
  years.
• 18:16
  You
• 18:16
  have
• 18:17
  theories
• 18:17
  on
• 18:17
  how
• 18:18
  it
• 18:18
  works,
• 18:18
  but
• 18:18
  you've
• 18:19
  never
• 18:19
  proven
• 18:19
  it
• 18:20
  and
• 18:20
  you've
• 18:20
  never
• 18:21
  proven
• 18:21
  how
• 18:21
  any
• 18:21
  drug
• 18:22
  works.
• 18:23
  And
• 18:23
  they
• 18:23
  go,
• 18:23
  you,
• 18:23
  we
• 18:23
  know
• 18:23
  exactly
• 18:24
  how
• 18:24
  aspirin
• 18:24
  works
• 18:24
  and
• 18:24
  we
• 18:24
  know
• 18:25
  how
• 18:25
  morphine
• 18:25
  works.
• 18:25
  I
• 18:25
  go,
• 18:25
  you're
• 18:26
  full
• 18:26
  of
• 18:26
  yourself.
• 18:27
  You
• 18:27
  do
• 18:27
  not.
• 18:28
  There
• 18:28
  is
• 18:28
  no
• 18:28
  proof
• 18:29
  whatsoever.
• 18:29
  You
• 18:29
  have
• 18:30
  theories
• 18:31
  about
• 18:31
  it.
• 18:32
  Here's
• 18:32
  the
• 18:32
  example
• 18:32
  I
• 18:33
  gave
• 18:33
  him,
• 18:33
  and
• 18:33
  almost
• 18:33
  every
• 18:34
  doctor
• 18:34
  he
• 18:34
  came
• 18:35
  can't
• 18:35
  make
• 18:35
  this
• 18:35
  bridge,
• 18:36
  unfortunately.
• 18:36
  It's
• 18:37
  like,
• 18:37
  have
• 18:37
  you
• 18:37
  ever
• 18:38
  heated
• 18:38
  a
• 18:38
  slice
• 18:38
  of
• 18:38
  pizza
• 18:39
  in
• 18:39
  a
• 18:39
  microwave
• 18:39
  oven?
• 18:40
  And
• 18:40
  they
• 18:40
  go,
• 18:40
  huh,
• 18:41
  have
• 18:42
  you
• 18:42
  ever
• 18:42
  heated
• 18:43
  pizza
• 18:43
  in
• 18:43
  a
• 18:43
  microwave
• 18:44
  oven?
• 18:44
  And
• 18:44
  they
• 18:44
  go.
• 18:45
  People,
• 18:45
  of
• 18:45
  course.
• 18:46
  Well,
• 18:46
  how
• 18:47
  does
• 18:47
  that
• 18:47
  work?
• 18:48
  What's
• 18:48
  the
• 18:48
  mechanism?
• 18:49
  Mechanism
• 18:49
  of
• 18:49
  action
• 18:50
  for
• 18:50
  that?
• 18:51
  And
• 18:51
  they
• 18:51
  go,
• 18:51
  well,
• 18:52
  now
• 18:52
  they
• 18:52
  know
• 18:52
  it's
• 18:52
  a
• 18:52
  trick
• 18:53
  question.
• 18:53
  'cause
• 18:53
  rocket
• 18:54
  scientists
• 18:54
  ask
• 18:54
  them
• 18:54
  that
• 18:54
  and
• 18:55
  they
• 18:55
  go,
• 18:55
  ah,
• 18:56
  stuff
• 18:56
  bounces
• 18:56
  around
• 18:57
  it.
• 18:57
  Does
• 18:57
  some,
• 18:57
  I
• 18:57
  don't
• 18:58
  know,
• 18:58
  does
• 18:58
  some
• 18:58
  stuff
• 18:59
  that
• 18:59
  he,
• 18:59
  I
• 18:59
  go,
• 18:59
  yeah,
• 19:00
  the
• 19:00
  theory
• 19:01
  is
• 19:02
  that
• 19:02
  you're
• 19:03
  hitting
• 19:03
  the
• 19:04
  piece
• 19:04
  of
• 19:04
  food
• 19:05
  with
• 19:05
  the
• 19:05
  exact
• 19:06
  frequency,
• 19:06
  which
• 19:07
  is
• 19:07
  the
• 19:07
  rotational
• 19:08
  energy
• 19:08
  of
• 19:08
  a
• 19:08
  water
• 19:09
  molecule
• 19:09
  to
• 19:10
  make
• 19:10
  a
• 19:10
  water
• 19:10
  molecule
• 19:11
  spin
• 19:11
  on
• 19:11
  its
• 19:11
  own
• 19:11
  axis.
• 19:12
  And
• 19:13
  that
• 19:13
  spinning
• 19:13
  causes
• 19:14
  friction
• 19:14
  to
• 19:14
  heat
• 19:14
  up
• 19:14
  the
• 19:14
  food.
• 19:15
  That's
• 19:15
  the
• 19:15
  theory.
• 19:16
  Hakeem.
• 19:17
  Nobody
• 19:17
  in
• 19:17
  the
• 19:17
  world
• 19:18
  has
• 19:18
  ever
• 19:18
  photographed
• 19:19
  or
• 19:19
  videoed
• 19:21
  a
• 19:21
  spinning
• 19:21
  water
• 19:21
  molecule.
• 19:23
  It's
• 19:23
  never
• 19:23
  happened,
• 19:23
  and
• 19:23
  technology
• 19:24
  doesn't
• 19:24
  exist.
• 19:25
  So
• 19:25
  it's
• 19:25
  a
• 19:25
  theory.
• 19:26
  There
• 19:26
  is
• 19:26
  no
• 19:27
  mechanism,
• 19:27
  mechanism,
• 19:28
  action
• 19:28
  to
• 19:28
  go
• 19:28
  prove,
• 19:29
  and
• 19:29
  who
• 19:29
  cares,
• 19:31
  right?
• 19:31
  So
• 19:31
  I
• 19:32
  always
• 19:32
  go
• 19:32
  relief
• 19:32
  before
• 19:33
  reason.
• 19:33
  It
• 19:33
  sounds
• 19:34
  weird.
• 19:34
  Relief
• 19:35
  before
• 19:35
  reason.
• 19:36
  Sounds
• 19:36
  strange
• 19:37
  coming
• 19:37
  from
• 19:37
  a
• 19:37
  scientist,
• 19:38
  I
• 19:38
  don't
• 19:39
  actually
• 19:39
  care
• 19:39
  how
• 19:39
  it
• 19:39
  works.
• 19:40
  I
• 19:40
  don't
• 19:41
  have
• 19:41
  enough.
• 19:42
  Time
• 19:42
  on
• 19:42
  my,
• 19:42
  I
• 19:42
  don't,
• 19:43
  my
• 19:43
  runway
• 19:43
  is
• 19:43
  not
• 19:43
  long
• 19:44
  enough
• 19:44
  to
• 19:44
  care.
• 19:45
  I
• 19:45
  mean,
• 19:45
  I
• 19:46
  wish
• 19:46
  I
• 19:46
  could,
• 19:47
  but
• 19:47
  I
• 19:47
  don't.
• 19:47
  I'd
• 19:48
  rather
• 19:48
  just
• 19:48
  help
• 19:48
  people
• 19:49
  as
• 19:49
  long
• 19:49
  as
• 19:49
  there's
• 19:49
  no
• 19:49
  side
• 19:50
  effects,
• 19:50
  it's
• 19:50
  not
• 19:50
  hurting
• 19:51
  them
• 19:51
  relief
• 19:51
  before
• 19:52
  reason.
• 19:52
  I
• 19:52
  don't
• 19:52
  care
• 19:52
  how
• 19:52
  it
• 19:52
  actually
• 19:53
  works.
• 19:54
  Okay.
• 19:54
  And,
• 19:54
  and
• 19:55
  just
• 19:55
  based
• 19:55
  on
• 19:56
  that,
• 19:56
  'cause
• 19:56
  one
• 19:56
  of
• 19:56
  the
• 19:56
  things
• 19:56
  that
• 19:56
  you
• 19:57
  said
• 19:57
  was
• 19:57
  obviously
• 19:57
  that
• 19:58
  patient,
• 19:58
  you,
• 19:58
  you
• 19:58
  speak
• 19:59
  to
• 19:59
  patients
• 19:59
  on
• 19:59
  a
• 19:59
  regular
• 20:00
  basis,
• 20:00
  they
• 20:00
  come
• 20:00
  to
• 20:00
  you,
• 20:01
  they
• 20:01
  say,
• 20:01
  oh,
• 20:02
  um,
• 20:02
  can
• 20:02
  you
• 20:02
  change
• 20:03
  this?
• 20:03
  Or,
• 20:04
  I've
• 20:04
  noticed
• 20:04
  this.
• 20:06
  I
• 20:06
  mean,
• 20:06
  because
• 20:06
  you
• 20:06
  gave
• 20:06
  the
• 20:07
  example
• 20:07
  of
• 20:07
  the
• 20:07
  Apple
• 20:07
  Watch
• 20:08
  and
• 20:08
  the,
• 20:08
  and
• 20:08
  the
• 20:08
  AFib.
• 20:09
  So
• 20:10
  what
• 20:10
  steps
• 20:11
  do
• 20:11
  you
• 20:11
  take
• 20:12
  to
• 20:12
  ensure
• 20:13
  and
• 20:13
  what
• 20:13
  steps
• 20:14
  did
• 20:14
  you
• 20:14
  take
• 20:14
  to
• 20:14
  ensure
• 20:15
  that
• 20:15
  the
• 20:15
  vibe
• 20:16
  met
• 20:16
  genuine
• 20:17
  patient
• 20:17
  needs
• 20:18
  rather
• 20:18
  than
• 20:19
  just
• 20:19
  lots
• 20:19
  of
• 20:19
  high?
• 20:20
  'cause
• 20:20
  you've
• 20:20
  obviously
• 20:20
  now
• 20:20
  got
• 20:20
  60,
• 20:21
  70
• 20:21
  protocols.
• 20:22
  So
• 20:22
  how,
• 20:22
  how
• 20:23
  did
• 20:23
  that
• 20:23
  process
• 20:23
  start?
• 20:24
  I'm
• 20:24
  assuming
• 20:24
  you've,
• 20:25
  you
• 20:25
  start
• 20:25
  with
• 20:25
  one
• 20:26
  or
• 20:26
  two
• 20:26
  protocols
• 20:27
  rather
• 20:27
  than
• 20:27
  all
• 20:27
  of
• 20:27
  them.
• 20:28
  How,
• 20:28
  how
• 20:28
  did
• 20:28
  you
• 20:29
  start
• 20:30
  identifying
• 20:31
  exactly
• 20:31
  where
• 20:32
  you
• 20:32
  were
• 20:32
  gonna
• 20:32
  position
• 20:32
  it
• 20:32
  and
• 20:33
  what
• 20:33
  protocols
• 20:33
  you
• 20:33
  were
• 20:33
  gonna
• 20:33
  focus
• 20:33
  on?
• 20:35
  So
• 20:35
  a
• 20:35
  couple
• 20:35
  things.
• 20:36
  I'm
• 20:36
  gonna
• 20:36
  correct
• 20:36
  you
• 20:36
  'cause
• 20:36
  you
• 20:37
  said
• 20:37
  it
• 20:37
  three
• 20:37
  times.
• 20:37
  I
• 20:37
  don't
• 20:38
  treat
• 20:38
  any
• 20:38
  patients
• 20:39
  and
• 20:39
  I
• 20:39
  don't
• 20:39
  treat
• 20:39
  anyone.
• 20:40
  I
• 20:40
  don't
• 20:40
  have
• 20:40
  any
• 20:40
  patients.
• 20:41
  I
• 20:41
  have
• 20:41
  customers.
• 20:42
  I'm
• 20:42
  not
• 20:42
  a
• 20:42
  doctor.
• 20:42
  Okay.
• 20:43
  That
• 20:43
  fine.
• 20:43
  So,
• 20:44
  no,
• 20:44
  ISI,
• 20:45
  like
• 20:45
  Newton.
• 20:45
  I
• 20:46
  stood
• 20:46
  on
• 20:46
  the
• 20:46
  shoulders
• 20:46
  of
• 20:47
  other
• 20:47
  people,
• 20:47
  right?
• 20:47
  I
• 20:48
  took
• 20:48
  8,000
• 20:49
  practitioners
• 20:50
  that
• 20:50
  worked
• 20:50
  on
• 20:51
  it
• 20:51
  for
• 20:51
  35
• 20:51
  years.
• 20:52
  I
• 20:52
  took
• 20:52
  what
• 20:52
  they
• 20:53
  learned
• 20:53
  and
• 20:53
  put
• 20:53
  it
• 20:53
  in
• 20:53
  an
• 20:54
  affordable
• 20:54
  device.
• 20:55
  I
• 20:55
  didn't
• 20:55
  do
• 20:55
  all
• 20:55
  that
• 20:55
  research.
• 20:56
  99%
• 20:57
  of
• 20:57
  it,
• 20:57
  I
• 20:58
  borrowed
• 20:58
  it
• 20:58
  from
• 20:59
  what's
• 20:59
  out
• 20:59
  there.
• 20:59
  It.
• 20:59
  I
• 21:00
  just
• 21:00
  found
• 21:00
  a
• 21:00
  way
• 21:00
  to
• 21:00
  make
• 21:01
  an
• 21:01
  affordable
• 21:02
  portable
• 21:02
  device.
• 21:03
  That's
• 21:03
  all
• 21:03
  I
• 21:03
  did.
• 21:04
  For
• 21:04
  the
• 21:04
  most
• 21:05
  part,
• 21:05
  that's
• 21:05
  99%
• 21:06
  of
• 21:06
  it,
• 21:06
  so
• 21:06
  I
• 21:06
  don't
• 21:06
  want
• 21:06
  to
• 21:06
  take
• 21:06
  credit
• 21:07
  for
• 21:07
  most
• 21:07
  of
• 21:07
  the
• 21:07
  protocols
• 21:08
  'cause
• 21:08
  I
• 21:08
  didn't
• 21:08
  invent
• 21:09
  them.
• 21:09
  There
• 21:09
  are
• 21:09
  a
• 21:09
  few
• 21:09
  that
• 21:10
  I
• 21:10
  did,
• 21:10
  but
• 21:11
  98,
• 21:12
  95,
• 21:12
  90
• 21:13
  8%
• 21:13
  of
• 21:13
  the
• 21:13
  protocols,
• 21:14
  I
• 21:14
  did
• 21:14
  not
• 21:14
  invent
• 21:15
  them.
• 21:15
  They
• 21:15
  came
• 21:16
  from
• 21:17
  the
• 21:17
  sequence
• 21:17
  is
• 21:18
  finding
• 21:18
  old
• 21:19
  research
• 21:19
  from
• 21:19
  a
• 21:19
  hundred
• 21:19
  years
• 21:20
  ago
• 21:21
  to
• 21:21
  a
• 21:22
  few
• 21:22
  pioneers
• 21:23
  starting
• 21:23
  some
• 21:23
  stuff
• 21:24
  to.
• 21:25
  8,000
• 21:25
  practitioners
• 21:26
  over
• 21:26
  35
• 21:26
  years
• 21:27
  trying
• 21:27
  to
• 21:28
  build
• 21:28
  stuff
• 21:28
  in
• 21:28
  a
• 21:28
  band,
• 21:29
  right?
• 21:30
  And
• 21:30
  then
• 21:30
  they're
• 21:30
  still
• 21:31
  doing
• 21:31
  all
• 21:31
  that.
• 21:31
  And
• 21:32
  I
• 21:32
  take
• 21:32
  what
• 21:32
  I
• 21:32
  learned
• 21:32
  from
• 21:33
  that
• 21:33
  and
• 21:33
  I
• 21:33
  apply
• 21:33
  'em
• 21:34
  to
• 21:34
  my
• 21:34
  device.
• 21:35
  What
• 21:35
  it
• 21:35
  actually
• 21:36
  is,
• 21:37
  it's
• 21:37
  actually
• 21:38
  an
• 21:38
  MP
• 21:38
  three
• 21:39
  player.
• 21:39
  It's
• 21:39
  a
• 21:39
  music
• 21:39
  player.
• 21:40
  'cause
• 21:40
  all
• 21:41
  the
• 21:41
  protocols
• 21:41
  are
• 21:41
  actually
• 21:41
  songs.
• 21:42
  They're
• 21:43
  MP
• 21:43
  threes
• 21:43
  that
• 21:43
  I
• 21:43
  put
• 21:44
  on
• 21:44
  a
• 21:44
  music
• 21:44
  synthesizer.
• 21:45
  The
• 21:45
  only
• 21:46
  difference
• 21:46
  is
• 21:46
  it
• 21:46
  doesn't
• 21:46
  have
• 21:47
  speakers,
• 21:48
  it
• 21:48
  has
• 21:48
  coils.
• 21:50
  So
• 21:50
  the
• 21:50
  device,
• 21:51
  lemme
• 21:51
  see
• 21:51
  if
• 21:52
  I
• 21:52
  can
• 21:52
  find
• 21:52
  one.
• 21:52
  I
• 21:52
  got
• 21:52
  the
• 21:52
  inside
• 21:53
  of
• 21:53
  it.
• 21:53
  There
• 21:53
  it
• 21:53
  is
• 21:53
  right
• 21:53
  there.
• 21:54
  This
• 21:54
  is
• 21:54
  a
• 21:54
  battery
• 21:55
  printed
• 21:56
  circuit
• 21:56
  board
• 21:56
  and
• 21:56
  two
• 21:57
  coils.
• 21:58
  So
• 21:58
  it's
• 21:58
  actually
• 22:00
  an
• 22:00
  MP
• 22:00
  three
• 22:00
  player.
• 22:01
  If
• 22:01
  I
• 22:01
  replace
• 22:01
  these
• 22:02
  coils
• 22:02
  with
• 22:02
  a
• 22:02
  speaker,
• 22:02
  you'd
• 22:03
  hear
• 22:03
  it
• 22:03
  go,
• 22:04
  you'd
• 22:05
  hear
• 22:05
  the
• 22:05
  frequencies
• 22:06
  so
• 22:06
  that
• 22:07
  it's,
• 22:08
  it's
• 22:08
  an
• 22:08
  MP
• 22:08
  three
• 22:09
  player
• 22:09
  that
• 22:09
  your
• 22:09
  body
• 22:10
  is
• 22:10
  listening
• 22:10
  to,
• 22:11
  but
• 22:11
  your
• 22:11
  ears
• 22:11
  can't
• 22:12
  hear
• 22:12
  it.
• 22:13
  That's
• 22:14
  how
• 22:14
  it
• 22:14
  works.
• 22:14
  Okay.
• 22:14
  That
• 22:15
  makes
• 22:15
  sense.
• 22:15
  And
• 22:15
  that,
• 22:16
  and
• 22:16
  actually,
• 22:16
  it,
• 22:16
  it
• 22:17
  makes
• 22:17
  a
• 22:17
  lot
• 22:17
  because
• 22:18
  lots
• 22:18
  of,
• 22:18
  uh,
• 22:19
  founders
• 22:20
  are
• 22:20
  obsessed,
• 22:21
  and
• 22:21
  I'm
• 22:21
  not
• 22:21
  saying
• 22:22
  this
• 22:22
  is
• 22:22
  a
• 22:22
  bad
• 22:22
  thing
• 22:23
  in.
• 22:23
  Finding
• 22:24
  something
• 22:24
  completely
• 22:25
  new
• 22:26
  from
• 22:26
  scratch.
• 22:27
  They
• 22:27
  found
• 22:27
  that
• 22:27
  they,
• 22:27
  they've,
• 22:28
  a
• 22:28
  lot
• 22:29
  of
• 22:29
  them
• 22:29
  are
• 22:29
  clinicians.
• 22:30
  They've
• 22:30
  seen
• 22:30
  a
• 22:30
  gap
• 22:30
  in
• 22:30
  the
• 22:30
  protocol
• 22:31
  and
• 22:31
  they
• 22:31
  say,
• 22:31
  oh,
• 22:32
  I
• 22:32
  can
• 22:32
  fill
• 22:32
  it.
• 22:33
  But
• 22:33
  what
• 22:33
  you've
• 22:33
  done,
• 22:33
  which
• 22:34
  actually
• 22:34
  seems
• 22:34
  to
• 22:34
  me
• 22:34
  to
• 22:35
  be
• 22:35
  a
• 22:35
  very
• 22:35
  sensible
• 22:36
  and
• 22:36
  rapid
• 22:36
  way
• 22:37
  to
• 22:37
  do
• 22:37
  it,
• 22:37
  is
• 22:37
  say,
• 22:37
  well,
• 22:37
  actually,
• 22:39
  there's
• 22:39
  all
• 22:39
  the
• 22:39
  research
• 22:40
  out
• 22:40
  there.
• 22:40
  There's
• 22:41
  already
• 22:41
  a
• 22:41
  gap
• 22:41
  in
• 22:41
  the
• 22:41
  market.
• 22:42
  Nobody's
• 22:42
  actually
• 22:43
  been
• 22:43
  able
• 22:43
  to
• 22:43
  package
• 22:44
  it
• 22:44
  in
• 22:44
  the
• 22:44
  way
• 22:44
  that
• 22:44
  I
• 22:45
  want
• 22:45
  to
• 22:45
  package
• 22:45
  it.
• 22:46
  Similar
• 22:46
  to
• 22:46
  a,
• 22:46
  similar
• 22:47
  to
• 22:47
  an
• 22:47
  iPhone,
• 22:47
  to
• 22:47
  be
• 22:47
  honest.
• 22:47
  There's,
• 22:48
  there
• 22:48
  was
• 22:48
  millions
• 22:48
  of
• 22:48
  phones
• 22:49
  out
• 22:49
  there.
• 22:49
  There
• 22:49
  just
• 22:49
  wasn't
• 22:50
  a
• 22:50
  phone
• 22:50
  that
• 22:50
  was
• 22:50
  like
• 22:50
  the
• 22:50
  iPhone.
• 22:51
  There's
• 22:51
  now
• 22:51
  lots
• 22:51
  of
• 22:52
  them,
• 22:52
  but
• 22:52
  when
• 22:52
  they
• 22:52
  brought
• 22:53
  it
• 22:53
  out,
• 22:53
  there
• 22:53
  was
• 22:53
  the
• 22:54
  first,
• 22:54
  which
• 22:54
  actually
• 22:54
  packaged
• 22:55
  everything
• 22:55
  into
• 22:56
  an
• 22:56
  attractive
• 22:56
  package,
• 22:57
  which
• 22:57
  was
• 22:57
  useful
• 22:57
  to
• 22:58
  use.
• 22:58
  And
• 22:58
  that's
• 22:58
  pretty
• 22:58
  much
• 22:59
  the
• 22:59
  model
• 22:59
  you've
• 22:59
  used,
• 23:00
  if
• 23:00
  I'm
• 23:01
  understanding
• 23:01
  it
• 23:01
  correctly.
• 23:03
  I,
• 23:03
  I'm
• 23:03
  gonna,
• 23:04
  I'm
• 23:04
  gonna,
• 23:04
  from
• 23:04
  Mark's
• 23:05
  opinion,
• 23:05
  I'm
• 23:05
  gonna.
• 23:06
  Say
• 23:06
  something
• 23:07
  a
• 23:07
  little
• 23:07
  bit
• 23:07
  different
• 23:07
  here.
• 23:07
  Nobody
• 23:08
  in
• 23:08
  the
• 23:08
  world
• 23:08
  has
• 23:08
  come
• 23:09
  up
• 23:09
  with
• 23:09
  a
• 23:09
  unique
• 23:09
  idea.
• 23:10
  A
• 23:10
  hundred
• 23:10
  percent
• 23:11
  doesn't
• 23:11
  exist,
• 23:11
  never
• 23:12
  existed
• 23:12
  in
• 23:12
  mankind.
• 23:14
  If
• 23:14
  they
• 23:14
  think
• 23:14
  they
• 23:15
  have,
• 23:15
  they're
• 23:15
  a
• 23:15
  narcissist,
• 23:16
  or
• 23:16
  they're
• 23:16
  delusional,
• 23:17
  or
• 23:17
  just
• 23:17
  retarded,
• 23:18
  I
• 23:18
  don't
• 23:18
  know.
• 23:18
  Okay?
• 23:19
  They,
• 23:20
  you
• 23:20
  can't,
• 23:20
  that's
• 23:21
  statistically,
• 23:22
  it's
• 23:22
  impossible
• 23:23
  because
• 23:23
  you're
• 23:23
  influenced
• 23:24
  by
• 23:24
  your
• 23:24
  environment
• 23:25
  and
• 23:25
  people
• 23:25
  round
• 23:25
  you
• 23:25
  and
• 23:25
  things
• 23:26
  you
• 23:26
  learn
• 23:26
  and
• 23:26
  stuff
• 23:26
  you
• 23:26
  read.
• 23:27
  Um,
• 23:28
  mark
• 23:29
  Twain
• 23:29
  said,
• 23:29
  do
• 23:29
  you
• 23:29
  know
• 23:30
  how
• 23:30
  you
• 23:30
  become
• 23:30
  one
• 23:30
  of
• 23:30
  the
• 23:30
  best
• 23:31
  writers
• 23:31
  in
• 23:31
  the
• 23:31
  world?
• 23:32
  You
• 23:32
  read,
• 23:32
  read,
• 23:33
  read,
• 23:33
  read,
• 23:34
  read,
• 23:34
  read,
• 23:34
  and
• 23:34
  forget
• 23:35
  what
• 23:35
  you
• 23:35
  read.
• 23:35
  It.
• 23:36
  Yeah,
• 23:36
  right.
• 23:36
  Forget
• 23:37
  where
• 23:37
  you
• 23:37
  read
• 23:37
  it.
• 23:37
  Same
• 23:38
  thing.
• 23:38
  Nobody.
• 23:39
  Nobody
• 23:39
  builds
• 23:40
  or
• 23:40
  designs
• 23:40
  or
• 23:41
  comes
• 23:41
  up
• 23:41
  with
• 23:41
  a
• 23:41
  new
• 23:41
  idea
• 23:42
  out
• 23:42
  of
• 23:42
  the
• 23:42
  complete
• 23:43
  blue.
• 23:43
  You
• 23:43
  may
• 23:43
  think
• 23:43
  you
• 23:44
  did.
• 23:44
  You
• 23:44
  woke
• 23:44
  up
• 23:44
  one
• 23:44
  morning,
• 23:45
  went,
• 23:45
  Hey,
• 23:46
  I
• 23:46
  got
• 23:46
  a
• 23:46
  widget.
• 23:46
  What?
• 23:47
  No,
• 23:47
  you
• 23:47
  didn't.
• 23:47
  Some
• 23:48
  other
• 23:48
  stuff
• 23:48
  subconsciously,
• 23:49
  or
• 23:49
  you
• 23:49
  saw
• 23:49
  this
• 23:50
  or
• 23:50
  you
• 23:50
  saw
• 23:50
  a
• 23:50
  need
• 23:51
  and
• 23:51
  this
• 23:51
  other
• 23:51
  thing
• 23:52
  that
• 23:52
  was
• 23:52
  right.
• 23:53
  I
• 23:53
  mean,
• 23:54
  some
• 23:54
  of
• 23:54
  the
• 23:54
  best
• 23:55
  designs
• 23:55
  in
• 23:55
  the
• 23:55
  world
• 23:55
  are
• 23:55
  people
• 23:56
  that
• 23:56
  spend
• 23:56
  time
• 23:56
  at
• 23:56
  Junkyards.
• 23:58
  Yeah.
• 23:58
  They
• 23:58
  walk
• 23:58
  around,
• 23:58
  they
• 23:58
  look
• 23:59
  at
• 23:59
  broken
• 23:59
  stuff
• 23:59
  and
• 23:59
  go,
• 24:00
  why
• 24:00
  is,
• 24:00
  okay,
• 24:01
  there's
• 24:01
  20
• 24:01
  of
• 24:01
  those.
• 24:01
  Why
• 24:02
  are
• 24:02
  they
• 24:02
  broken?
• 24:03
  Okay.
• 24:03
  These
• 24:04
  wheels
• 24:04
  keep
• 24:04
  breaking
• 24:04
  here.
• 24:05
  I
• 24:05
  bet
• 24:05
  I
• 24:05
  can
• 24:05
  make
• 24:06
  a
• 24:06
  better
• 24:06
  wheel
• 24:07
  if
• 24:07
  I
• 24:07
  just
• 24:07
  did
• 24:07
  this.
• 24:08
  So
• 24:09
  that's,
• 24:10
  I
• 24:10
  know
• 24:10
  I'm
• 24:10
  getting
• 24:10
  on
• 24:10
  my
• 24:11
  soapbox
• 24:11
  a
• 24:11
  little
• 24:11
  bit,
• 24:11
  but
• 24:12
  I
• 24:12
  teach
• 24:12
  creative
• 24:12
  thinking
• 24:13
  and
• 24:13
  have
• 24:13
  been
• 24:13
  for
• 24:13
  30
• 24:13
  years.
• 24:14
  I've
• 24:14
  been
• 24:14
  a
• 24:14
  keynote
• 24:14
  speaker
• 24:15
  in
• 24:15
  300
• 24:15
  different
• 24:16
  pre
• 24:17
  presentations
• 24:17
  like
• 24:18
  that.
• 24:18
  That's
• 24:18
  one
• 24:18
  of
• 24:18
  the
• 24:19
  key
• 24:19
  things
• 24:19
  I
• 24:19
  say.
• 24:19
  You're
• 24:20
  outta
• 24:20
  your
• 24:20
  mind.
• 24:20
  If
• 24:21
  you
• 24:21
  think
• 24:21
  you
• 24:21
  actually
• 24:22
  have
• 24:22
  an
• 24:22
  original
• 24:22
  idea,
• 24:23
  you
• 24:23
  may
• 24:23
  be
• 24:24
  applying
• 24:24
  it
• 24:24
  differently.
• 24:25
  Adding
• 24:25
  some
• 24:25
  frosting
• 24:26
  to
• 24:26
  it.
• 24:27
  Changing
• 24:27
  a
• 24:27
  little
• 24:27
  bit.
• 24:28
  I
• 24:28
  didn't
• 24:29
  come
• 24:29
  up
• 24:29
  with
• 24:29
  these
• 24:29
  protocols.
• 24:30
  I
• 24:30
  didn't
• 24:30
  invent
• 24:30
  the
• 24:30
  MP
• 24:31
  three
• 24:31
  player.
• 24:32
  Right.
• 24:33
  I
• 24:33
  didn't
• 24:33
  invent
• 24:34
  the
• 24:34
  MP
• 24:34
  three
• 24:34
  protocol.
• 24:35
  I
• 24:35
  didn't
• 24:35
  come
• 24:36
  up
• 24:36
  with
• 24:36
  a
• 24:36
  music
• 24:36
  synthesizer.
• 24:38
  I
• 24:38
  just
• 24:39
  took
• 24:39
  all
• 24:39
  those
• 24:39
  things
• 24:39
  and
• 24:39
  created
• 24:40
  a
• 24:40
  business
• 24:40
  model.
• 24:41
  Right?
• 24:41
  So,
• 24:41
  and
• 24:42
  we're
• 24:42
  talking
• 24:42
  about
• 24:42
  one
• 24:42
  product,
• 24:43
  we
• 24:43
  have
• 24:43
  multiple
• 24:43
  products.
• 24:44
  Is
• 24:44
  this,
• 24:44
  I
• 24:45
  didn't
• 24:45
  invent
• 24:45
  the
• 24:45
  sensors
• 24:46
  for
• 24:46
  a
• 24:46
  Fitbit
• 24:47
  watch.
• 24:47
  This
• 24:47
  is
• 24:47
  a
• 24:48
  Karao
• 24:48
  watch.
• 24:48
  This
• 24:48
  is
• 24:49
  our
• 24:49
  watch.
• 24:49
  I
• 24:49
  didn't
• 24:50
  invent
• 24:50
  those
• 24:50
  sensors.
• 24:51
  I
• 24:51
  didn't
• 24:52
  invent
• 24:52
  what
• 24:52
  just
• 24:52
  got
• 24:53
  delivered
• 24:53
  yesterday
• 24:53
  as
• 24:54
  our
• 24:54
  Fitbits
• 24:54
  for
• 24:54
  dogs
• 24:55
  and
• 24:55
  horses.
• 24:56
  I
• 24:56
  didn't
• 24:56
  invent
• 24:56
  those.
• 24:57
  I
• 24:57
  found
• 24:57
  a
• 24:57
  partner
• 24:58
  at
• 24:58
  a,
• 24:59
  it's
• 24:59
  kind
• 24:59
  of
• 24:59
  an
• 24:59
  interesting
• 24:59
  cut.
• 25:00
  To,
• 25:01
  let's
• 25:01
  go
• 25:01
  with
• 25:01
  that
• 25:01
  string
• 25:02
  for
• 25:02
  a
• 25:02
  minute.
• 25:02
  I've
• 25:02
  been
• 25:03
  looking
• 25:03
  for
• 25:03
  a,
• 25:03
  I've
• 25:03
  been
• 25:03
  trying
• 25:04
  to
• 25:04
  design
• 25:04
  a
• 25:04
  Fitbit
• 25:05
  for
• 25:05
  a
• 25:05
  dog
• 25:06
  for
• 25:06
  five
• 25:06
  years.
• 25:07
  The
• 25:07
  reason
• 25:08
  it
• 25:08
  doesn't
• 25:08
  work
• 25:08
  is
• 25:08
  you
• 25:08
  gotta
• 25:09
  reflect
• 25:09
  light
• 25:09
  off
• 25:10
  the
• 25:10
  skin.
• 25:10
  Dogs
• 25:11
  got
• 25:11
  fur,
• 25:12
  you
• 25:12
  can't
• 25:12
  shave
• 25:12
  their
• 25:13
  neck
• 25:13
  to
• 25:13
  put
• 25:13
  it
• 25:13
  on
• 25:13
  there.
• 25:14
  Okay,
• 25:14
  so
• 25:15
  I
• 25:15
  found
• 25:15
  this
• 25:15
  company
• 25:16
  in
• 25:16
  France
• 25:17
  at
• 25:17
  a
• 25:17
  conference
• 25:18
  two
• 25:18
  months
• 25:18
  ago
• 25:19
  at
• 25:19
  the
• 25:19
  largest
• 25:19
  veterinarian
• 25:20
  conference
• 25:20
  in
• 25:20
  Orlando,
• 25:21
  and
• 25:21
  they
• 25:21
  had
• 25:22
  one
• 25:22
  that
• 25:22
  said
• 25:22
  basically
• 25:23
  a
• 25:23
  Fitbit
• 25:23
  for
• 25:23
  a
• 25:23
  dog.
• 25:24
  Like
• 25:24
  time,
• 25:24
  time
• 25:25
  out.
• 25:25
  How
• 25:25
  the
• 25:25
  hell
• 25:25
  is
• 25:25
  this
• 25:25
  working?
• 25:26
  And
• 25:27
  they
• 25:27
  go
• 25:28
  exactly
• 25:28
  what
• 25:28
  I
• 25:28
  just
• 25:28
  said.
• 25:28
  You
• 25:29
  ain't
• 25:29
  got
• 25:29
  no
• 25:29
  light
• 25:29
  going
• 25:29
  through
• 25:30
  fur,
• 25:30
  you
• 25:30
  ain't
• 25:30
  doing
• 25:30
  any
• 25:30
  of
• 25:30
  that.
• 25:31
  He
• 25:31
  goes,
• 25:31
  right,
• 25:31
  we're
• 25:32
  using
• 25:32
  accelerometers
• 25:33
  and
• 25:33
  gyroscopes
• 25:34
  so
• 25:34
  we
• 25:34
  can
• 25:35
  infer
• 25:35
  pain
• 25:37
  and
• 25:37
  anxiety
• 25:38
  through
• 25:39
  heart
• 25:40
  rate,
• 25:40
  variability,
• 25:41
  heart
• 25:41
  rate,
• 25:41
  KY
• 25:42
  air
• 25:42
  movement,
• 25:43
  barking
• 25:44
  energy
• 25:44
  levels,
• 25:44
  blah.
• 25:45
  I
• 25:45
  got
• 25:45
  perfect.
• 25:46
  So
• 25:46
  I'm
• 25:46
  gonna
• 25:46
  be
• 25:47
  your
• 25:47
  best
• 25:47
  partner
• 25:48
  you've
• 25:48
  ever
• 25:48
  had
• 25:48
  in
• 25:48
  your
• 25:48
  life.
• 25:49
  'cause
• 25:49
  I
• 25:49
  know
• 25:50
  how
• 25:50
  to
• 25:50
  market
• 25:50
  this
• 25:50
  stuff.
• 25:50
  Number
• 25:50
  two,
• 25:52
  how
• 25:52
  many
• 25:52
  times
• 25:52
  have
• 25:52
  you
• 25:52
  used
• 25:52
  it
• 25:52
  on
• 25:53
  horses?
• 25:53
  They
• 25:53
  go,
• 25:54
  it
• 25:54
  won't
• 25:54
  work
• 25:54
  on
• 25:54
  a
• 25:54
  horse.
• 25:55
  Why?
• 25:57
  And
• 25:57
  they
• 25:57
  sat
• 25:57
  there
• 25:57
  and
• 25:57
  stared
• 25:58
  at
• 25:58
  me.
• 25:58
  I
• 25:58
  go,
• 25:59
  okay,
• 25:59
  here's
• 25:59
  the
• 25:59
  next,
• 26:00
  an
• 26:00
  next
• 26:00
  time
• 26:01
  somebody
• 26:01
  asks
• 26:02
  you
• 26:02
  that
• 26:02
  question,
• 26:03
  you
• 26:03
  tell
• 26:03
  'em,
• 26:03
  we
• 26:03
  partnered
• 26:04
  with
• 26:04
  Mark
• 26:04
  and
• 26:04
  re
• 26:05
  Health
• 26:05
  and
• 26:05
  we
• 26:06
  are
• 26:06
  the
• 26:06
  world's
• 26:06
  leader
• 26:07
  in
• 26:07
  Fitbits
• 26:07
  for
• 26:08
  horses.
• 26:09
  'cause
• 26:09
  we're
• 26:09
  gonna
• 26:09
  go
• 26:09
  test
• 26:10
  the
• 26:10
  hell
• 26:10
  outta
• 26:10
  these
• 26:10
  things
• 26:10
  and
• 26:10
  show
• 26:10
  it
• 26:10
  works.
• 26:11
  Hmm.
• 26:12
  I
• 26:12
  got
• 26:13
  200
• 26:13
  of
• 26:13
  'em
• 26:13
  that
• 26:13
  showed
• 26:14
  up
• 26:14
  yesterday
• 26:14
  and
• 26:14
  that's
• 26:14
  what
• 26:14
  we're
• 26:14
  gonna
• 26:15
  go
• 26:15
  do.
• 26:15
  Test
• 26:16
  them
• 26:16
  on
• 26:16
  horses
• 26:17
  to
• 26:17
  show.
• 26:17
  So
• 26:17
  all
• 26:18
  of
• 26:18
  that
• 26:18
  stuff
• 26:18
  is
• 26:18
  like,
• 26:19
  I
• 26:19
  didn't
• 26:19
  invent
• 26:19
  that,
• 26:20
  but
• 26:20
  I'm
• 26:20
  inventing
• 26:20
  the
• 26:20
  market
• 26:21
  for
• 26:21
  it.
• 26:22
  Okay,
• 26:22
  here's
• 26:23
  another
• 26:23
  example.
• 26:25
  The
• 26:25
  engineer
• 26:25
  that
• 26:26
  built
• 26:26
  it.
• 26:26
  Awesome
• 26:27
  guy.
• 26:27
  Super
• 26:28
  technical,
• 26:29
  right?
• 26:30
  Heart
• 26:30
  rate
• 26:30
  variability.
• 26:31
  Punkier
• 26:31
  one
• 26:32
  slash
• 26:32
  two,
• 26:33
  the
• 26:33
  data's
• 26:33
  awesome.
• 26:34
  No
• 26:34
  customer's
• 26:34
  gonna
• 26:35
  be
• 26:35
  able
• 26:35
  to
• 26:35
  consume
• 26:35
  that.
• 26:36
  So
• 26:36
  I
• 26:36
  need
• 26:36
  a
• 26:36
  score
• 26:37
  of
• 26:37
  zero
• 26:37
  to
• 26:37
  a
• 26:37
  hundred.
• 26:38
  So
• 26:38
  I
• 26:38
  made
• 26:39
  up
• 26:39
  the
• 26:39
  acronym.
• 26:39
  Okay.
• 26:41
  Prana
• 26:42
  made
• 26:42
  it
• 26:42
  up
• 26:43
  last
• 26:43
  night.
• 26:44
  Okay?
• 26:44
  Personal
• 26:45
  resiliency
• 26:46
  and
• 26:47
  neurological
• 26:48
  assessment.
• 26:49
  So
• 26:49
  I'm
• 26:49
  giving
• 26:49
  a
• 26:49
  score
• 26:50
  of
• 26:50
  zero
• 26:50
  to
• 26:50
  a
• 26:50
  hundred
• 26:51
  on
• 26:51
  your
• 26:51
  dog
• 26:51
  or
• 26:51
  your
• 26:51
  horse.
• 26:52
  How
• 26:52
  does
• 26:52
  it
• 26:52
  compare
• 26:53
  from
• 26:53
  day
• 26:53
  to
• 26:53
  day?
• 26:54
  How
• 26:54
  does
• 26:54
  it
• 26:54
  compare
• 26:55
  for
• 26:55
  your
• 26:55
  breed
• 26:55
  to
• 26:56
  the
• 26:56
  other
• 26:56
  dogs?
• 26:57
  All
• 26:57
  that
• 26:57
  stuff
• 26:58
  with
• 26:58
  AI
• 26:58
  and
• 26:59
  stuff
• 26:59
  that
• 26:59
  we
• 26:59
  can
• 26:59
  do.
• 26:59
  Now
• 27:00
  I
• 27:00
  can
• 27:00
  take
• 27:01
  the
• 27:01
  API
• 27:01
  all
• 27:01
  his
• 27:02
  data
• 27:02
  and
• 27:03
  I
• 27:03
  can
• 27:03
  give
• 27:03
  a
• 27:03
  scorecard
• 27:04
  that's
• 27:04
  on
• 27:04
  your
• 27:04
  phones
• 27:05
  so
• 27:05
  the
• 27:05
  pet
• 27:06
  owner
• 27:06
  can
• 27:06
  see
• 27:06
  their
• 27:06
  dog
• 27:07
  score
• 27:07
  every
• 27:07
  single
• 27:08
  day.
• 27:09
  And
• 27:09
  it's
• 27:09
  kind
• 27:09
  of
• 27:09
  cool
• 27:10
  'cause
• 27:10
  it
• 27:10
  has
• 27:10
  GPS
• 27:10
  on
• 27:11
  it
• 27:11
  and
• 27:11
  I
• 27:11
  can
• 27:11
  see
• 27:11
  where
• 27:11
  the
• 27:11
  dog
• 27:12
  went
• 27:12
  and
• 27:12
  I
• 27:12
  can
• 27:12
  put
• 27:13
  an
• 27:13
  alarm
• 27:13
  on
• 27:13
  there
• 27:13
  if
• 27:14
  he
• 27:14
  runs
• 27:14
  outta
• 27:14
  it.
• 27:14
  But
• 27:14
  see
• 27:16
  to
• 27:16
  your
• 27:16
  point,
• 27:16
  I
• 27:17
  know.
• 27:18
  On
• 27:18
  the
• 27:18
  fly,
• 27:18
  making
• 27:19
  this
• 27:19
  up
• 27:19
  to
• 27:19
  your
• 27:19
  point,
• 27:20
  not
• 27:20
  making
• 27:20
  anything
• 27:21
  from
• 27:21
  scratch.
• 27:21
  I
• 27:21
  didn't
• 27:21
  build
• 27:22
  those
• 27:22
  from
• 27:22
  scratch.
• 27:23
  Right.
• 27:24
  I
• 27:24
  did
• 27:24
  dream
• 27:24
  up
• 27:25
  an
• 27:25
  acronym,
• 27:25
  but
• 27:25
  I
• 27:25
  didn't
• 27:25
  do
• 27:26
  it
• 27:26
  on
• 27:26
  my
• 27:26
  own.
• 27:26
  I
• 27:26
  went
• 27:26
  to
• 27:26
  chat
• 27:27
  GPT
• 27:27
  and
• 27:27
  I
• 27:27
  said,
• 27:27
  I
• 27:27
  need
• 27:27
  a
• 27:28
  cool
• 27:28
  acronym
• 27:28
  that
• 27:29
  sounds
• 27:29
  like
• 27:29
  this.
• 27:30
  And
• 27:30
  you
• 27:30
  know
• 27:30
  what?
• 27:30
  It
• 27:30
  came
• 27:30
  up
• 27:30
  with
• 27:31
  a
• 27:31
  URA.
• 27:32
  So
• 27:32
  that's
• 27:32
  what
• 27:32
  I
• 27:32
  started
• 27:33
  with.
• 27:33
  And
• 27:33
  I
• 27:34
  had
• 27:34
  a
• 27:34
  four
• 27:34
  load
• 27:34
  thing
• 27:35
  and
• 27:35
  then
• 27:35
  I
• 27:35
  went,
• 27:35
  ah,
• 27:36
  crap,
• 27:37
  that's
• 27:37
  too
• 27:37
  close
• 27:37
  to
• 27:37
  Aura
• 27:38
  rings.
• 27:39
  So
• 27:39
  when
• 27:39
  I
• 27:40
  knock
• 27:40
  this
• 27:40
  out
• 27:40
  of
• 27:40
  the
• 27:40
  park
• 27:41
  and
• 27:41
  Aura
• 27:41
  comes
• 27:41
  screaming
• 27:42
  at
• 27:42
  me,
• 27:42
  I'm
• 27:42
  gonna
• 27:42
  have
• 27:42
  to.
• 27:43
  I
• 27:43
  don't
• 27:43
  want
• 27:43
  to
• 27:43
  change
• 27:44
  it
• 27:44
  then,
• 27:44
  so
• 27:44
  I'm
• 27:44
  just
• 27:45
  gonna
• 27:45
  change
• 27:45
  it
• 27:45
  now
• 27:46
  to
• 27:46
  prana
• 27:46
  instead
• 27:47
  of
• 27:47
  Aura.
• 27:47
  And
• 27:47
  that's
• 27:48
  why
• 27:48
  he
• 27:48
  did
• 27:48
  that
• 27:48
  literally
• 27:49
  48
• 27:50
  hours
• 27:50
  ago.
• 27:51
  And
• 27:51
  I'm
• 27:51
  just
• 27:51
  thinking,
• 27:52
  so
• 27:53
  I
• 27:53
  know
• 27:53
  my
• 27:54
  thoughts,
• 27:54
  but
• 27:55
  that
• 27:55
  humility
• 27:56
  to
• 27:57
  understand
• 27:58
  that
• 27:58
  the,
• 27:59
  there
• 27:59
  is
• 27:59
  no
• 27:59
  unique
• 28:00
  idea
• 28:00
  even
• 28:00
  that
• 28:00
  yet,
• 28:00
  as
• 28:01
  you
• 28:01
  said,
• 28:01
  building
• 28:01
  on
• 28:02
  the
• 28:02
  shoulder
• 28:02
  of
• 28:02
  the
• 28:02
  giant,
• 28:03
  do
• 28:03
  you
• 28:03
  think
• 28:04
  that
• 28:04
  actually
• 28:05
  helps
• 28:06
  or
• 28:06
  hinders
• 28:08
  an
• 28:08
  inventor
• 28:09
  or
• 28:09
  a
• 28:09
  founder
• 28:10
  in
• 28:10
  terms
• 28:10
  of
• 28:10
  accelerating
• 28:11
  their
• 28:11
  product?
• 28:12
  I'm
• 28:12
  smart
• 28:12
  enough
• 28:13
  to
• 28:13
  know
• 28:13
  how
• 28:13
  stupid
• 28:13
  I
• 28:13
  am.
• 28:14
  So
• 28:15
  if
• 28:15
  you
• 28:15
  could,
• 28:15
  if
• 28:15
  you
• 28:15
  could
• 28:16
  keep
• 28:16
  that
• 28:17
  idea
• 28:18
  that
• 28:18
  you
• 28:18
  don't
• 28:19
  kn
• 28:20
  know
• 28:20
  even
• 28:21
  one
• 28:21
  fraction
• 28:22
  of
• 28:22
  a
• 28:22
  truth,
• 28:22
  of
• 28:22
  a
• 28:22
  trillionth,
• 28:23
  of
• 28:23
  a
• 28:23
  percent
• 28:23
  of
• 28:23
  anything,
• 28:24
  even
• 28:24
  if
• 28:24
  you're
• 28:24
  the
• 28:25
  smartest
• 28:25
  guy
• 28:25
  on
• 28:25
  the
• 28:25
  planet.
• 28:26
  Here,
• 28:27
  I'll
• 28:27
  give
• 28:27
  you
• 28:27
  an
• 28:28
  analogy.
• 28:28
  So
• 28:28
  I
• 28:28
  used
• 28:28
  to
• 28:29
  teach
• 28:29
  four
• 28:29
  times
• 28:30
  a
• 28:30
  year
• 28:30
  at
• 28:30
  Los
• 28:31
  Alamos
• 28:31
  National
• 28:31
  Labs.
• 28:32
  Okay?
• 28:32
  The
• 28:32
  smartest
• 28:33
  nuclear
• 28:33
  physicist
• 28:34
  in
• 28:34
  the
• 28:34
  world.
• 28:35
  I'm
• 28:35
  just
• 28:35
  a
• 28:35
  dumb
• 28:35
  ass
• 28:36
  chemical
• 28:36
  engineer.
• 28:37
  They're
• 28:37
  not
• 28:37
  gonna
• 28:37
  listen
• 28:38
  to
• 28:38
  me
• 28:38
  about
• 28:38
  creative
• 28:38
  thinking,
• 28:39
  right?
• 28:40
  So.
• 28:41
  Hakeem,
• 28:41
  what
• 28:41
  I
• 28:42
  do,
• 28:42
  I
• 28:42
  walk
• 28:42
  in
• 28:42
  the
• 28:42
  room,
• 28:43
  it's
• 28:43
  a
• 28:43
  whole
• 28:43
  audience
• 28:44
  form.
• 28:44
  I
• 28:44
  got
• 28:44
  a
• 28:44
  chart.
• 28:45
  I
• 28:45
  don't
• 28:45
  make
• 28:45
  eye
• 28:46
  contact
• 28:46
  with
• 28:46
  any
• 28:46
  of
• 28:46
  'em.
• 28:47
  I
• 28:47
  just
• 28:47
  walk
• 28:48
  in
• 28:48
  the
• 28:48
  room,
• 28:48
  don't
• 28:49
  you
• 28:49
  know?
• 28:49
  And
• 28:49
  I
• 28:49
  just
• 28:50
  show
• 28:50
  the
• 28:50
  history
• 28:50
  of
• 28:50
  physics,
• 28:52
  okay?
• 28:52
  And
• 28:52
  I
• 28:52
  just
• 28:53
  start,
• 28:53
  I
• 28:53
  spend
• 28:53
  12
• 28:53
  minutes
• 28:54
  on
• 28:54
  it,
• 28:54
  and
• 28:54
  I
• 28:54
  go
• 28:54
  through
• 28:55
  this
• 28:56
  was
• 28:56
  everyone
• 28:56
  believed
• 28:57
  this
• 28:57
  completely
• 28:57
  wrong,
• 28:58
  this
• 28:58
  completely
• 28:59
  wrong,
• 28:59
  this
• 29:00
  completely
• 29:00
  wrong,
• 29:00
  this
• 29:01
  completely
• 29:01
  wrong.
• 29:02
  So
• 29:02
  I
• 29:02
  go
• 29:02
  through
• 29:02
  12
• 29:02
  minutes
• 29:03
  of
• 29:03
  every
• 29:03
  12
• 29:04
  to
• 29:04
  20
• 29:04
  years.
• 29:05
  The
• 29:05
  physics
• 29:06
  of
• 29:06
  the
• 29:06
  day
• 29:07
  are
• 29:07
  completely
• 29:08
  wrong.
• 29:09
  So
• 29:09
  I
• 29:09
  turn
• 29:09
  around
• 29:10
  and
• 29:10
  finally
• 29:10
  make
• 29:10
  eye
• 29:10
  contact
• 29:11
  and
• 29:11
  I
• 29:11
  go,
• 29:11
  so
• 29:12
  statistically
• 29:13
  speaking,
• 29:13
  I
• 29:13
  know
• 29:13
  you
• 29:13
  guys
• 29:13
  understand
• 29:14
  that
• 29:14
  there's
• 29:15
  a
• 29:15
  99.999%
• 29:17
  probability
• 29:18
  that
• 29:18
  whatever
• 29:18
  you
• 29:18
  did
• 29:18
  your
• 29:19
  doctor's
• 29:19
  thesis
• 29:19
  on
• 29:20
  is
• 29:20
  worthless.
• 29:22
  Okay?
• 29:23
  Or
• 29:23
  it
• 29:23
  will
• 29:23
  be.
• 29:24
  Or,
• 29:24
  or
• 29:24
  it
• 29:24
  will
• 29:24
  be.
• 29:25
  And
• 29:25
  they
• 29:25
  slouch
• 29:25
  in
• 29:25
  the
• 29:26
  tear
• 29:26
  and
• 29:26
  they
• 29:26
  go,
• 29:26
  who
• 29:26
  is
• 29:26
  this
• 29:26
  asshole?
• 29:27
  Right?
• 29:27
  And
• 29:27
  you
• 29:27
  go
• 29:27
  like,
• 29:28
  right,
• 29:28
  I'm
• 29:28
  trying
• 29:28
  to
• 29:29
  tenderize
• 29:29
  your
• 29:29
  brain.
• 29:30
  That's
• 29:30
  the
• 29:30
  phrase
• 29:31
  I
• 29:31
  use.
• 29:32
  Tenderize
• 29:32
  your
• 29:32
  brain
• 29:33
  so
• 29:33
  you
• 29:33
  can.
• 29:34
  Listen,
• 29:35
  pay
• 29:35
  attention,
• 29:36
  learn
• 29:36
  new
• 29:36
  things.
• 29:37
  There's
• 29:37
  a
• 29:37
  comedian
• 29:38
  in
• 29:38
  the
• 29:38
  seventies
• 29:38
  on
• 29:39
  TV
• 29:39
  1970s.
• 29:40
  His
• 29:40
  name
• 29:40
  was
• 29:40
  Rich
• 29:40
  Hall
• 29:41
  and
• 29:42
  he
• 29:42
  had
• 29:42
  a
• 29:42
  thing
• 29:42
  called
• 29:42
  Snits.
• 29:43
  They're
• 29:43
  words
• 29:43
  that
• 29:43
  aren't
• 29:44
  in
• 29:44
  the
• 29:44
  dictionary
• 29:44
  but
• 29:44
  should
• 29:45
  be,
• 29:45
  and
• 29:45
  one
• 29:46
  of
• 29:46
  'em
• 29:46
  was
• 29:46
  Boone.
• 29:46
  I
• 29:47
  love
• 29:47
  it.
• 29:47
  It's
• 29:47
  a
• 29:47
  combination
• 29:48
  of
• 29:48
  bozo
• 29:48
  and
• 29:49
  ozone,
• 29:49
  so
• 29:50
  it's
• 29:50
  a
• 29:50
  invisible
• 29:50
  gas
• 29:51
  that
• 29:51
  surrounds
• 29:51
  people,
• 29:52
  stops
• 29:52
  any
• 29:53
  new
• 29:53
  ideas
• 29:53
  from
• 29:53
  getting
• 29:53
  in,
• 29:54
  so
• 29:55
  get
• 29:55
  rid
• 29:55
  of
• 29:55
  your
• 29:55
  damn
• 29:55
  Bo
• 29:56
  zone.
• 29:56
  So
• 29:56
  to
• 29:56
  answer
• 29:56
  your
• 29:57
  question,
• 29:58
  yes,
• 29:58
  you
• 29:58
  ain't
• 29:58
  as
• 29:58
  smart
• 29:58
  as
• 29:59
  you
• 29:59
  think.
• 29:59
  And.
• 29:59
  If
• 30:00
  you're
• 30:00
  really
• 30:00
  smart,
• 30:00
  you'll
• 30:00
  know
• 30:01
  what
• 30:01
  I
• 30:01
  just
• 30:01
  said
• 30:02
  is
• 30:02
  that
• 30:02
  you
• 30:02
  don't
• 30:03
  know
• 30:03
  one,
• 30:03
  1000000000th
• 30:04
  of
• 30:04
  anything.
• 30:05
  And
• 30:05
  so
• 30:05
  be
• 30:05
  open
• 30:06
  to
• 30:06
  it
• 30:06
  and
• 30:07
  the
• 30:07
  thing
• 30:08
  I
• 30:08
  always
• 30:08
  say,
• 30:08
  like
• 30:08
  one
• 30:08
  of
• 30:09
  my
• 30:09
  favorite
• 30:09
  phrases
• 30:09
  is,
• 30:10
  how
• 30:10
  can
• 30:10
  you
• 30:10
  fail
• 30:11
  in
• 30:11
  two
• 30:11
  weeks?
• 30:12
  Right?
• 30:13
  Quit
• 30:13
  procrastinating.
• 30:14
  You
• 30:14
  don't
• 30:15
  know
• 30:15
  until
• 30:15
  you
• 30:15
  go
• 30:15
  experiment
• 30:16
  it.
• 30:16
  Now,
• 30:16
  everything
• 30:16
  I
• 30:16
  just
• 30:17
  said
• 30:17
  about
• 30:17
  horses,
• 30:17
  right?
• 30:18
  I
• 30:18
  may
• 30:18
  be
• 30:18
  completely
• 30:19
  wrong.
• 30:19
  I
• 30:19
  haven't
• 30:20
  tested
• 30:20
  a
• 30:20
  single
• 30:20
  horse
• 30:20
  yet,
• 30:21
  but
• 30:21
  I
• 30:21
  know
• 30:21
  when
• 30:21
  I
• 30:21
  go
• 30:22
  do
• 30:22
  it,
• 30:22
  I'm
• 30:22
  gonna
• 30:22
  learn
• 30:22
  something
• 30:22
  new.
• 30:23
  And
• 30:24
  hey,
• 30:24
  here's
• 30:24
  a
• 30:24
  different
• 30:24
  angle,
• 30:25
  or
• 30:25
  Hey,
• 30:25
  I'm
• 30:26
  marketing
• 30:26
  this
• 30:26
  incorrectly,
• 30:27
  here's
• 30:28
  the
• 30:28
  right
• 30:28
  way
• 30:28
  to
• 30:28
  market
• 30:28
  it
• 30:29
  because
• 30:29
  of
• 30:29
  the
• 30:29
  feedback
• 30:30
  I
• 30:30
  got,
• 30:30
  blah,
• 30:30
  blah,
• 30:30
  blah.
• 30:31
  So
• 30:31
  how
• 30:31
  do
• 30:31
  you
• 30:31
  get
• 30:31
  out
• 30:31
  there
• 30:31
  in
• 30:31
  two
• 30:32
  weeks
• 30:32
  and
• 30:32
  test
• 30:32
  stuff
• 30:32
  fast
• 30:33
  instead
• 30:33
  of
• 30:33
  procrastinating
• 30:34
  for
• 30:35
  eight
• 30:35
  months
• 30:35
  and
• 30:35
  a
• 30:35
  whole
• 30:35
  bunch
• 30:35
  of
• 30:36
  money?
• 30:36
  Yeah,
• 30:36
  I
• 30:36
  think
• 30:37
  that
• 30:37
  that
• 30:37
  makes,
• 30:38
  makes
• 30:38
  a
• 30:38
  lot
• 30:38
  of
• 30:38
  sense.
• 30:38
  And
• 30:39
  then,
• 30:39
  and
• 30:39
  then
• 30:39
  kind
• 30:39
  of
• 30:40
  circling
• 30:40
  back
• 30:40
  to
• 30:40
  the
• 30:40
  beginning,
• 30:41
  'cause
• 30:41
  you've
• 30:41
  obviously
• 30:41
  founded
• 30:42
  a
• 30:42
  lot
• 30:42
  of
• 30:42
  companies.
• 30:42
  You
• 30:42
  founded
• 30:43
  health.
• 30:44
  What
• 30:44
  are
• 30:44
  some
• 30:44
  of
• 30:44
  the
• 30:45
  common
• 30:45
  pitfalls
• 30:46
  you
• 30:46
  see?
• 30:47
  In
• 30:47
  early
• 30:48
  stage
• 30:48
  med
• 30:48
  tech,
• 30:49
  and
• 30:49
  then
• 30:49
  how
• 30:49
  would
• 30:50
  you
• 30:50
  advise
• 30:50
  people
• 30:51
  to
• 30:51
  avoid
• 30:51
  those
• 30:52
  or
• 30:52
  overcome
• 30:52
  them
• 30:55
  not
• 30:55
  testing
• 30:55
  your
• 30:55
  assumptions
• 30:56
  quickly?
• 30:57
  Right.
• 30:57
  It's
• 30:57
  almost
• 30:57
  what
• 30:58
  I
• 30:58
  was
• 30:58
  just
• 30:58
  saying.
• 30:58
  So
• 30:58
  minimum
• 30:59
  viable
• 30:59
  products,
• 31:00
  MVPs
• 31:00
  and
• 31:00
  stuff,
• 31:00
  how
• 31:00
  to
• 31:01
  get
• 31:01
  them
• 31:01
  out
• 31:01
  there
• 31:01
  fast.
• 31:02
  I'll
• 31:02
  tell
• 31:03
  you
• 31:03
  one
• 31:03
  that
• 31:03
  I
• 31:04
  wasted
• 31:04
  four
• 31:04
  months
• 31:04
  of
• 31:05
  my
• 31:05
  time
• 31:06
  and
• 31:06
  a
• 31:06
  lot
• 31:06
  of
• 31:06
  money
• 31:06
  on.
• 31:06
  It
• 31:07
  was.
• 31:08
  The
• 31:08
  LAR
• 31:09
  largest
• 31:09
  no
• 31:10
  kill
• 31:10
  dog
• 31:11
  shelter
• 31:11
  in
• 31:11
  the
• 31:11
  world
• 31:12
  is
• 31:12
  a
• 31:12
  couple
• 31:12
  hours
• 31:12
  south
• 31:13
  of
• 31:13
  me.
• 31:13
  Here
• 31:13
  they
• 31:13
  have
• 31:13
  850
• 31:14
  dogs.
• 31:15
  My
• 31:15
  logic
• 31:16
  was
• 31:16
  they
• 31:16
  probably
• 31:17
  all
• 31:17
  have
• 31:17
  PTSD
• 31:18
  or
• 31:18
  a
• 31:18
  large
• 31:19
  percentage
• 31:19
  'cause
• 31:19
  they're
• 31:19
  in
• 31:20
  jail
• 31:21
  and
• 31:21
  they
• 31:21
  didn't
• 31:21
  do
• 31:21
  anything
• 31:22
  wrong,
• 31:23
  right?
• 31:23
  They
• 31:23
  don't
• 31:23
  know
• 31:23
  why
• 31:23
  they're
• 31:23
  there.
• 31:24
  So
• 31:24
  my
• 31:24
  logic
• 31:25
  was,
• 31:26
  let's
• 31:26
  go
• 31:26
  run
• 31:27
  these
• 31:27
  devices
• 31:27
  on
• 31:27
  'em
• 31:28
  actually
• 31:28
  putting
• 31:28
  in
• 31:28
  the
• 31:28
  water.
• 31:29
  So
• 31:29
  we
• 31:30
  ran
• 31:30
  the
• 31:30
  frequencies
• 31:30
  into
• 31:31
  the
• 31:31
  water
• 31:31
  and
• 31:31
  I
• 31:31
  measured
• 31:32
  cortisol.
• 31:33
  In
• 31:33
  their
• 31:33
  mouth
• 31:34
  because
• 31:34
  cortisol
• 31:35
  relates
• 31:35
  to
• 31:35
  stress.
• 31:36
  So
• 31:36
  if
• 31:36
  their
• 31:36
  stress
• 31:37
  came
• 31:37
  down,
• 31:37
  the
• 31:37
  cortisol
• 31:39
  should
• 31:39
  come
• 31:39
  down.
• 31:40
  When
• 31:40
  I
• 31:40
  got
• 31:40
  all
• 31:40
  the
• 31:40
  data,
• 31:42
  the
• 31:42
  pre-data,
• 31:43
  the
• 31:43
  problem
• 31:44
  was
• 31:44
  all
• 31:44
  their
• 31:45
  cortisol
• 31:45
  was
• 31:45
  low
• 31:45
  to
• 31:46
  start
• 31:46
  with.
• 31:47
  Okay?
• 31:47
  So
• 31:47
  that
• 31:47
  was
• 31:47
  the
• 31:48
  wrong
• 31:48
  marker
• 31:48
  to
• 31:48
  use,
• 31:49
  and
• 31:49
  I
• 31:49
  went,
• 31:49
  that
• 31:49
  doesn't
• 31:50
  make
• 31:50
  any
• 31:50
  sense
• 31:50
  So
• 31:50
  I
• 31:51
  dove
• 31:51
  into
• 31:51
  that
• 31:51
  and
• 31:51
  then
• 31:52
  I
• 31:52
  learned
• 31:52
  after
• 31:53
  the
• 31:53
  fact,
• 31:54
  for
• 31:54
  whatever
• 31:55
  reason,
• 31:55
  this
• 31:55
  isn't
• 31:56
  true
• 31:56
  in
• 31:56
  people
• 31:56
  and
• 31:57
  pets.
• 31:58
  If
• 31:58
  you
• 31:58
  have
• 31:59
  PTSD,
• 31:59
  your
• 32:00
  cortisol
• 32:00
  is
• 32:00
  already
• 32:01
  low.
• 32:02
  Okay,
• 32:02
  so
• 32:02
  it's
• 32:03
  the,
• 32:03
  and
• 32:03
  nobody
• 32:03
  knows
• 32:04
  why.
• 32:04
  The,
• 32:04
  some
• 32:05
  of
• 32:05
  the
• 32:05
  theories
• 32:05
  are
• 32:06
  your
• 32:07
  body's
• 32:07
  already
• 32:07
  spent,
• 32:08
  all
• 32:08
  the
• 32:08
  cortisol
• 32:09
  a
• 32:09
  can,
• 32:09
  right?
• 32:09
  So
• 32:10
  it's
• 32:10
  just
• 32:10
  you're
• 32:10
  out
• 32:11
  of
• 32:11
  cortisol,
• 32:11
  so
• 32:11
  it's
• 32:11
  already
• 32:12
  low.
• 32:13
  The
• 32:13
  right
• 32:13
  marker
• 32:14
  is
• 32:14
  heart
• 32:14
  rate
• 32:14
  variability.
• 32:15
  Now
• 32:16
  I
• 32:16
  know
• 32:16
  that
• 32:16
  across
• 32:17
  the
• 32:17
  board,
• 32:18
  that's
• 32:18
  what
• 32:18
  I
• 32:19
  would
• 32:19
  be
• 32:19
  measuring
• 32:19
  for
• 32:19
  that
• 32:20
  in
• 32:21
  general,
• 32:21
  sleep,
• 32:21
  heart
• 32:22
  rate
• 32:22
  variability.
• 32:23
  There's
• 32:23
  a
• 32:23
  couple
• 32:23
  biomarkers
• 32:23
  for
• 32:24
  anything
• 32:24
  that
• 32:24
  I
• 32:24
  would
• 32:24
  recommend.
• 32:25
  Those
• 32:25
  are
• 32:25
  the
• 32:25
  main
• 32:25
  ones
• 32:26
  to
• 32:26
  look
• 32:26
  at,
• 32:27
  but.
• 32:28
  Yeah,
• 32:28
  I
• 32:28
  learned
• 32:28
  that
• 32:29
  the
• 32:29
  hard
• 32:29
  way
• 32:29
  'cause
• 32:29
  I
• 32:29
  didn't
• 32:30
  go
• 32:30
  do
• 32:30
  a
• 32:31
  quick
• 32:31
  minimum
• 32:31
  viable
• 32:32
  product.
• 32:32
  I
• 32:32
  ran
• 32:32
  the
• 32:32
  whole
• 32:32
  study
• 32:33
  and
• 32:33
  didn't
• 32:33
  go
• 32:34
  test
• 32:34
  three
• 32:34
  dogs
• 32:35
  and
• 32:35
  go,
• 32:35
  huh,
• 32:35
  crap.
• 32:36
  Why
• 32:36
  is
• 32:36
  the
• 32:36
  cortisol
• 32:37
  low
• 32:37
  to
• 32:37
  start
• 32:37
  with?
• 32:38
  So
• 32:39
  minimum
• 32:39
  viable
• 32:39
  product.
• 32:40
  Don't,
• 32:40
  you
• 32:41
  know,
• 32:41
  get
• 32:41
  out
• 32:41
  there,
• 32:41
  test
• 32:42
  stuff
• 32:42
  as
• 32:42
  fast
• 32:42
  as
• 32:42
  you
• 32:42
  can.
• 32:43
  How
• 32:43
  do
• 32:43
  you
• 32:43
  fail
• 32:43
  quickly?
• 32:44
  How
• 32:44
  do
• 32:44
  you
• 32:44
  fail
• 32:45
  in
• 32:45
  two
• 32:45
  weeks?
• 32:46
  Yeah.
• 32:46
  I
• 32:46
  think
• 32:46
  that's
• 32:46
  a
• 32:46
  really
• 32:46
  important
• 32:47
  thing.
• 32:47
  And
• 32:47
  it,
• 32:47
  and
• 32:47
  it's
• 32:47
  something
• 32:48
  that
• 32:48
  I
• 32:48
  speak
• 32:48
  to
• 32:49
  founders
• 32:49
  about
• 32:49
  all
• 32:49
  the
• 32:49
  time.
• 32:50
  'cause
• 32:50
  a
• 32:50
  lot
• 32:50
  of
• 32:50
  the
• 32:50
  time
• 32:50
  they
• 32:50
  spend
• 32:51
  load
• 32:51
  the
• 32:51
  money.
• 32:52
  Regulation,
• 32:53
  getting
• 32:53
  everything
• 32:53
  ready.
• 32:54
  I
• 32:54
  haven't
• 32:54
  really
• 32:55
  tested
• 32:55
  anything.
• 32:55
  And
• 32:56
  if
• 32:56
  they've,
• 32:56
  they've
• 32:56
  sunk
• 32:57
  a
• 32:57
  huge
• 32:57
  amount
• 32:58
  of
• 32:58
  money
• 32:58
  then
• 32:59
  to
• 32:59
  your
• 32:59
  example,
• 33:00
  they've
• 33:00
  then
• 33:00
  gone
• 33:00
  out,
• 33:01
  tested,
• 33:02
  done
• 33:02
  a
• 33:02
  big
• 33:02
  trial,
• 33:03
  and
• 33:03
  then
• 33:03
  thought,
• 33:03
  oh,
• 33:04
  the
• 33:04
  date
• 33:04
  is
• 33:04
  not
• 33:05
  really
• 33:05
  what
• 33:05
  I
• 33:05
  thought
• 33:05
  it
• 33:05
  was
• 33:06
  gonna
• 33:06
  be,
• 33:06
  but
• 33:06
  I've
• 33:06
  spent
• 33:06
  all
• 33:07
  this
• 33:07
  money,
• 33:07
  what
• 33:07
  do
• 33:08
  I
• 33:08
  do
• 33:08
  now?
• 33:08
  And
• 33:08
  the
• 33:08
  amount
• 33:08
  of
• 33:09
  people
• 33:09
  I
• 33:09
  that,
• 33:09
  that
• 33:09
  I
• 33:09
  speak
• 33:10
  to
• 33:10
  have
• 33:10
  just
• 33:10
  said,
• 33:11
  I've
• 33:11
  got
• 33:11
  no
• 33:11
  runway
• 33:12
  left.
• 33:12
  I've
• 33:12
  just,
• 33:13
  I've
• 33:13
  just
• 33:13
  got,
• 33:13
  I,
• 33:13
  I've
• 33:13
  tested
• 33:14
  everything.
• 33:14
  I've
• 33:14
  got
• 33:15
  no
• 33:15
  money,
• 33:15
  and
• 33:15
  I
• 33:15
  now
• 33:15
  need,
• 33:16
  now
• 33:16
  know
• 33:17
  I
• 33:17
  need
• 33:17
  to
• 33:17
  go
• 33:17
  in
• 33:17
  this
• 33:17
  direction,
• 33:18
  but
• 33:18
  I
• 33:18
  haven't
• 33:18
  got
• 33:18
  the
• 33:19
  money
• 33:19
  to
• 33:19
  do
• 33:19
  it.
• 33:19
  Uh,
• 33:20
  so
• 33:20
  yeah,
• 33:20
  I
• 33:20
  think
• 33:21
  that's
• 33:21
  a
• 33:21
  really
• 33:22
  critical
• 33:22
  one.
• 33:23
  You
• 33:23
  know,
• 33:23
  MVP
• 33:24
  testing
• 33:24
  or
• 33:24
  something.
• 33:24
  And
• 33:24
  actually
• 33:25
  in
• 33:26
  non
• 33:26
  MedTech
• 33:27
  businesses,
• 33:27
  people
• 33:28
  do
• 33:28
  that
• 33:28
  all
• 33:28
  the
• 33:28
  time.
• 33:28
  If
• 33:29
  you're
• 33:29
  looking
• 33:29
  at
• 33:29
  AI
• 33:29
  or
• 33:30
  SaaS
• 33:30
  models,
• 33:30
  people
• 33:31
  are
• 33:31
  getting
• 33:31
  something
• 33:31
  out
• 33:31
  that's
• 33:32
  really
• 33:32
  basic.
• 33:32
  They're
• 33:32
  testing
• 33:33
  it,
• 33:33
  it
• 33:33
  doesn't
• 33:33
  work.
• 33:33
  They
• 33:34
  iterate
• 33:34
  it
• 33:34
  and
• 33:34
  they
• 33:35
  don't
• 33:35
  spend
• 33:35
  huge
• 33:35
  amounts
• 33:36
  of
• 33:36
  money
• 33:36
  before
• 33:37
  they've
• 33:37
  tested
• 33:37
  it,
• 33:37
  which
• 33:37
  I
• 33:38
  think
• 33:38
  that's
• 33:38
  a,
• 33:39
  a
• 33:39
  critically
• 33:40
  important,
• 33:41
  um,
• 33:41
  area.
• 33:42
  And
• 33:42
  then
• 33:42
  almost
• 33:43
  like
• 33:43
  flipping
• 33:43
  kind
• 33:44
  of
• 33:44
  the
• 33:44
  assumption
• 33:45
  bit,
• 33:45
  because
• 33:46
  you're
• 33:46
  an
• 33:46
  engineer.
• 33:47
  And
• 33:47
  you've
• 33:48
  used
• 33:48
  your
• 33:48
  engineering
• 33:49
  expertise
• 33:50
  to
• 33:50
  influence
• 33:51
  what
• 33:51
  you've
• 33:51
  created,
• 33:52
  uh,
• 33:52
  and
• 33:52
  then
• 33:53
  the
• 33:53
  market
• 33:53
  that
• 33:53
  you've
• 33:53
  entered,
• 33:54
  uh,
• 33:54
  tie
• 33:55
  that
• 33:55
  together
• 33:55
  with
• 33:56
  the
• 33:56
  fact
• 33:56
  that
• 33:56
  obviously,
• 33:57
  uh,
• 33:57
  your,
• 33:57
  your
• 33:58
  dog
• 33:58
  was,
• 33:58
  wasn't
• 33:58
  well.
• 34:00
  How
• 34:00
  would
• 34:00
  you,
• 34:01
  if
• 34:01
  you've
• 34:01
  listeners
• 34:02
  listening
• 34:02
  to
• 34:03
  this
• 34:03
  and
• 34:03
  their
• 34:03
  clinicians
• 34:04
  or
• 34:04
  they're
• 34:04
  in
• 34:04
  any
• 34:04
  other
• 34:05
  sphere,
• 34:06
  what
• 34:06
  if
• 34:06
  you
• 34:06
  get
• 34:06
  any
• 34:06
  advice
• 34:07
  for
• 34:07
  how
• 34:07
  they
• 34:07
  should
• 34:08
  leverage
• 34:08
  their
• 34:08
  expertise,
• 34:09
  but
• 34:10
  without,
• 34:11
  uh,
• 34:11
  making
• 34:12
  assumptions?
• 34:12
  'cause
• 34:12
  the,
• 34:13
  the,
• 34:13
  the,
• 34:14
  the.
• 34:14
  One
• 34:14
  of
• 34:14
  the
• 34:14
  biggest
• 34:15
  issues
• 34:15
  is
• 34:15
  when
• 34:16
  I
• 34:16
  have
• 34:16
  an
• 34:16
  expertise,
• 34:17
  I
• 34:17
  think
• 34:17
  I
• 34:17
  know
• 34:17
  everything.
• 34:18
  So
• 34:18
  I
• 34:18
  think,
• 34:18
  oh,
• 34:19
  well
• 34:19
  I
• 34:19
  wanna
• 34:19
  do
• 34:20
  this
• 34:20
  without
• 34:20
  really
• 34:21
  testing
• 34:21
  the
• 34:21
  assumptions.
• 34:21
  So,
• 34:22
  so
• 34:22
  do
• 34:22
  you
• 34:22
  have
• 34:22
  any
• 34:22
  advice
• 34:23
  for
• 34:23
  those
• 34:23
  sorts
• 34:23
  of
• 34:23
  people?
• 34:24
  Uh,
• 34:24
  they've
• 34:25
  got
• 34:25
  expertise,
• 34:25
  but
• 34:26
  how
• 34:26
  do
• 34:26
  you
• 34:26
  make
• 34:26
  sure
• 34:26
  you
• 34:26
  use
• 34:27
  that
• 34:27
  without
• 34:28
  just
• 34:28
  assuming
• 34:29
  lots
• 34:29
  of
• 34:29
  stuff?
• 34:30
  Well,
• 34:30
  not,
• 34:30
  I
• 34:31
  mean,
• 34:31
  not
• 34:31
  to
• 34:31
  repeat
• 34:32
  myself,
• 34:32
  but
• 34:32
  even
• 34:32
  if
• 34:33
  you
• 34:33
  get
• 34:33
  the
• 34:33
  world's
• 34:33
  best
• 34:34
  experts
• 34:34
  in
• 34:34
  the
• 34:34
  world,
• 34:34
  doesn't
• 34:35
  mean
• 34:36
  they're
• 34:36
  right.
• 34:37
  Yes.
• 34:37
  You
• 34:37
  gotta
• 34:37
  go
• 34:38
  test
• 34:38
  stuff.
• 34:38
  So,
• 34:39
  I
• 34:39
  mean,
• 34:39
  I
• 34:40
  only
• 34:40
  because
• 34:41
  it's
• 34:41
  fresh
• 34:41
  in
• 34:41
  my
• 34:41
  mind
• 34:42
  is
• 34:42
  I
• 34:42
  hired
• 34:42
  some
• 34:43
  of
• 34:43
  the
• 34:43
  best.
• 34:43
  Facebook
• 34:44
  ad
• 34:44
  guys
• 34:45
  in
• 34:45
  the
• 34:45
  country
• 34:46
  a
• 34:46
  year
• 34:46
  ago,
• 34:47
  I
• 34:47
  had
• 34:47
  to
• 34:47
  let
• 34:47
  'em
• 34:47
  go
• 34:48
  today.
• 34:49
  Okay.
• 34:50
  It
• 34:50
  just
• 34:50
  didn't
• 34:50
  work.
• 34:51
  It
• 34:51
  wasn't
• 34:52
  lack
• 34:52
  of
• 34:52
  effort.
• 34:53
  It
• 34:53
  was
• 34:54
  a
• 34:54
  combination
• 34:54
  of
• 34:54
  whatever
• 34:55
  they
• 34:55
  know
• 34:55
  and
• 34:56
  Mark
• 34:56
  Zuckerberg
• 34:56
  taking
• 34:57
  all
• 34:57
  our
• 34:57
  money
• 34:57
  versus
• 34:58
  the
• 34:58
  industry,
• 34:59
  it
• 34:59
  just
• 34:59
  didn't
• 35:00
  work
• 35:00
  for
• 35:01
  whatever
• 35:01
  reason
• 35:01
  and
• 35:02
  so
• 35:02
  crap.
• 35:03
  And
• 35:03
  I'm
• 35:03
  friends
• 35:04
  with
• 35:04
  'em
• 35:04
  now.
• 35:04
  Right.
• 35:04
  So
• 35:05
  it
• 35:05
  was
• 35:05
  like,
• 35:05
  that
• 35:05
  one's
• 35:06
  super
• 35:06
  hard.
• 35:07
  One
• 35:07
  of
• 35:07
  the
• 35:07
  last
• 35:08
  things
• 35:08
  that,
• 35:08
  and
• 35:08
  this
• 35:09
  is
• 35:09
  kind
• 35:09
  of
• 35:09
  funny,
• 35:09
  is
• 35:09
  if.
• 35:11
  Any
• 35:11
  lawyers
• 35:11
  are
• 35:11
  listening,
• 35:12
  they're
• 35:12
  gonna
• 35:12
  get
• 35:12
  re
• 35:12
  really
• 35:12
  angry.
• 35:13
  But
• 35:13
  one
• 35:13
  other
• 35:14
  thing,
• 35:15
  going
• 35:15
  back
• 35:16
  to
• 35:16
  how
• 35:16
  do
• 35:16
  you
• 35:16
  start
• 35:16
  and
• 35:16
  move
• 35:16
  fast
• 35:17
  is
• 35:17
  I
• 35:18
  used
• 35:18
  to
• 35:18
  do
• 35:18
  this
• 35:19
  whenever
• 35:19
  I
• 35:19
  had
• 35:19
  a
• 35:19
  kickoff
• 35:20
  meeting.
• 35:21
  I
• 35:21
  invited
• 35:21
  the
• 35:21
  lawyer
• 35:22
  to
• 35:22
  the
• 35:22
  wrong
• 35:23
  building
• 35:25
  on
• 35:25
  purpose.
• 35:26
  'cause
• 35:26
  I
• 35:26
  don't
• 35:26
  want
• 35:26
  'em
• 35:26
  there.
• 35:27
  I
• 35:27
  don't
• 35:28
  want
• 35:28
  any,
• 35:28
  I
• 35:28
  don't
• 35:28
  want
• 35:29
  any
• 35:29
  legal
• 35:29
  stuff
• 35:30
  at
• 35:30
  all.
• 35:31
  I
• 35:31
  don't
• 35:31
  want,
• 35:32
  here's
• 35:32
  what
• 35:32
  I've
• 35:32
  always
• 35:32
  told
• 35:33
  lawyers,
• 35:33
  I
• 35:33
  don't
• 35:33
  want
• 35:33
  you
• 35:34
  to
• 35:35
  have
• 35:35
  any
• 35:35
  part,
• 35:36
  and
• 35:36
  they're
• 35:36
  all
• 35:36
  gonna
• 35:36
  say,
• 35:36
  I
• 35:36
  need
• 35:37
  to
• 35:37
  be
• 35:37
  involved
• 35:37
  upfront
• 35:37
  from
• 35:37
  the
• 35:38
  very
• 35:38
  beginning.
• 35:38
  Nope,
• 35:38
  I
• 35:38
  don't
• 35:38
  want
• 35:39
  you
• 35:39
  anywhere
• 35:39
  near.
• 35:40
  When
• 35:40
  I'm
• 35:40
  done,
• 35:41
  I'm
• 35:41
  gonna
• 35:41
  tell
• 35:41
  you,
• 35:41
  this
• 35:42
  is
• 35:42
  what
• 35:42
  I'm
• 35:42
  doing.
• 35:44
  Tell
• 35:45
  me
• 35:45
  how
• 35:45
  to
• 35:45
  minimize
• 35:46
  my
• 35:46
  risk.
• 35:46
  I
• 35:46
  didn't
• 35:47
  ask
• 35:47
  you
• 35:47
  to
• 35:47
  tell
• 35:47
  me
• 35:48
  how
• 35:48
  to
• 35:48
  design
• 35:48
  the
• 35:48
  thing
• 35:48
  or
• 35:48
  do
• 35:49
  it.
• 35:49
  I
• 35:49
  mean,
• 35:49
  I
• 35:49
  did.
• 35:50
  I
• 35:50
  don't
• 35:50
  want
• 35:50
  that
• 35:50
  now.
• 35:50
  Every
• 35:50
  lawyer
• 35:51
  goes,
• 35:51
  he's
• 35:51
  an
• 35:51
  idiot.
• 35:52
  Nope.
• 35:53
  'cause
• 35:53
  you're
• 35:53
  going
• 35:53
  to
• 35:54
  the
• 35:54
  only
• 35:54
  lawyer
• 35:54
  I've
• 35:55
  met
• 35:55
  in
• 35:55
  this
• 35:55
  world
• 35:55
  that
• 35:55
  I
• 35:56
  loved.
• 35:56
  Okay.
• 35:57
  Was
• 35:57
  he
• 35:57
  walking
• 35:57
  to
• 35:58
  the
• 35:58
  room
• 35:58
  in
• 35:58
  marketing
• 35:59
  to
• 35:59
  go,
• 35:59
  Hey,
• 35:59
  can
• 36:00
  we
• 36:00
  say
• 36:00
  this
• 36:00
  on
• 36:00
  a
• 36:00
  box?
• 36:01
  Is
• 36:01
  this,
• 36:01
  can
• 36:01
  you
• 36:01
  approve
• 36:02
  this
• 36:02
  lately?
• 36:02
  And
• 36:02
  he'd
• 36:02
  go,
• 36:03
  he
• 36:03
  wouldn't
• 36:03
  even
• 36:03
  look
• 36:04
  at
• 36:04
  it.
• 36:04
  He'd
• 36:04
  just
• 36:04
  go,
• 36:05
  uh.
• 36:07
  He
• 36:07
  wouldn't
• 36:07
  pick
• 36:07
  the
• 36:07
  box
• 36:07
  up.
• 36:07
  It
• 36:08
  was
• 36:08
  hilarious.
• 36:08
  He'd
• 36:08
  go,
• 36:09
  are
• 36:09
  you
• 36:09
  gonna
• 36:09
  do
• 36:09
  what
• 36:09
  it
• 36:09
  says
• 36:10
  it
• 36:10
  does?
• 36:10
  Are
• 36:11
  you
• 36:11
  gonna
• 36:11
  do
• 36:11
  what
• 36:11
  you
• 36:11
  say?
• 36:12
  I
• 36:13
  mean,
• 36:13
  whatever
• 36:13
  it
• 36:13
  says
• 36:13
  in
• 36:13
  the
• 36:13
  box,
• 36:14
  are
• 36:14
  you
• 36:14
  gonna
• 36:14
  do
• 36:14
  your
• 36:14
  best
• 36:14
  effort
• 36:15
  to
• 36:15
  try
• 36:15
  and
• 36:15
  do
• 36:15
  that?
• 36:15
  Yeah.
• 36:16
  Okay.
• 36:16
  Then
• 36:16
  I
• 36:17
  approve
• 36:17
  it.
• 36:17
  He
• 36:18
  didn't
• 36:18
  care
• 36:18
  what
• 36:18
  it
• 36:18
  said,
• 36:19
  right?
• 36:19
  Says
• 36:20
  they
• 36:20
  take
• 36:20
  the
• 36:20
  legal
• 36:21
  part
• 36:21
  out
• 36:21
  of
• 36:21
  it,
• 36:21
  especially
• 36:22
  early
• 36:22
  on,
• 36:23
  they'll
• 36:23
  just
• 36:23
  torpedo
• 36:24
  it
• 36:24
  and
• 36:25
  be
• 36:26
  completely
• 36:26
  negative.
• 36:27
  Most
• 36:27
  of
• 36:27
  them,
• 36:28
  I
• 36:29
  haven't
• 36:29
  been
• 36:29
  lucky
• 36:29
  enough
• 36:29
  besides
• 36:30
  that
• 36:30
  one
• 36:30
  guy
• 36:30
  to
• 36:30
  find
• 36:30
  somebody
• 36:31
  that's
• 36:31
  open-minded
• 36:32
  like
• 36:32
  that.
• 36:32
  It's
• 36:32
  like
• 36:33
  keep
• 36:33
  them
• 36:33
  outta
• 36:34
  the
• 36:34
  loop
• 36:34
  because.
• 36:35
  I
• 36:35
  mean,
• 36:36
  here's,
• 36:36
  here's
• 36:37
  an
• 36:37
  example
• 36:37
  to
• 36:37
  that.
• 36:39
  I
• 36:39
  was
• 36:39
  given
• 36:40
  a
• 36:40
  lecture,
• 36:40
  a
• 36:40
  keynote
• 36:41
  presentation
• 36:41
  at
• 36:42
  a
• 36:42
  creativity
• 36:42
  conference
• 36:43
  with
• 36:43
  a
• 36:43
  thousand
• 36:43
  people
• 36:43
  in
• 36:43
  the
• 36:44
  audience,
• 36:44
  and
• 36:45
  the
• 36:45
  whole
• 36:45
  vibe
• 36:45
  was
• 36:46
  kind
• 36:46
  of
• 36:46
  like,
• 36:46
  shh,
• 36:47
  I
• 36:47
  got
• 36:47
  this
• 36:47
  great
• 36:47
  idea,
• 36:48
  blah,
• 36:48
  blah.
• 36:48
  And
• 36:49
  everyone's
• 36:49
  whispering
• 36:49
  like,
• 36:49
  Hey,
• 36:50
  look.
• 36:51
  From
• 36:51
  a
• 36:51
  statistical
• 36:52
  point
• 36:52
  of
• 36:52
  view,
• 36:52
  let's
• 36:52
  assume
• 36:54
  that
• 36:54
  every
• 36:55
  person
• 36:55
  in
• 36:55
  this
• 36:55
  room
• 36:55
  stood
• 36:56
  up
• 36:56
  and
• 36:56
  had
• 36:56
  a
• 36:56
  billion
• 36:57
  dollar
• 36:57
  idea,
• 36:57
  and
• 36:57
  they
• 36:57
  shared
• 36:58
  it
• 36:58
  with
• 36:58
  the
• 36:58
  other
• 36:58
  999
• 36:59
  people.
• 37:00
  Okay?
• 37:01
  Let's
• 37:01
  assume
• 37:01
  that
• 37:02
  happened
• 37:03
  statistically
• 37:04
  speaking.
• 37:05
  Five
• 37:05
  of
• 37:05
  you
• 37:06
  would
• 37:06
  get
• 37:06
  off
• 37:06
  your
• 37:07
  ass
• 37:07
  and
• 37:07
  do
• 37:07
  anything
• 37:07
  about
• 37:07
  it.
• 37:08
  Okay?
• 37:10
  Secondly,
• 37:10
  outta
• 37:11
  U
• 37:11
  five,
• 37:11
  let's
• 37:12
  assume
• 37:12
  a
• 37:12
  one
• 37:13
  in
• 37:13
  a
• 37:13
  million
• 37:13
  chance
• 37:14
  that
• 37:14
  all
• 37:15
  five
• 37:15
  of
• 37:15
  you
• 37:15
  actually
• 37:16
  created
• 37:16
  a
• 37:16
  product
• 37:17
  that
• 37:17
  made
• 37:17
  it
• 37:17
  to
• 37:17
  market.
• 37:18
  Okay?
• 37:18
  The
• 37:18
  thousands
• 37:19
  of
• 37:19
  steps
• 37:19
  you
• 37:19
  would
• 37:19
  have
• 37:20
  to
• 37:20
  go
• 37:20
  through
• 37:20
  individually
• 37:21
  to
• 37:21
  get
• 37:21
  to
• 37:22
  market.
• 37:22
  By
• 37:22
  the
• 37:22
  time
• 37:23
  it
• 37:23
  got
• 37:23
  on
• 37:23
  the
• 37:23
  shelf,
• 37:24
  it
• 37:25
  would
• 37:25
  be
• 37:25
  100%
• 37:27
  impossible
• 37:28
  to
• 37:28
  draw
• 37:28
  that
• 37:29
  back
• 37:29
  to
• 37:29
  the
• 37:29
  original
• 37:29
  idea.
• 37:30
  It
• 37:30
  would've
• 37:31
  been
• 37:31
  iterated
• 37:31
  so
• 37:31
  many
• 37:32
  times
• 37:32
  in
• 37:32
  designed
• 37:33
  and
• 37:33
  changed.
• 37:33
  So
• 37:33
  quit
• 37:34
  worrying
• 37:34
  about
• 37:35
  all
• 37:35
  that
• 37:35
  stuff
• 37:35
  up
• 37:35
  front
• 37:36
  and
• 37:36
  somebody
• 37:36
  stealing
• 37:36
  your
• 37:36
  secret.
• 37:38
  Somebody
• 37:38
  could
• 37:38
  steal
• 37:38
  all
• 37:38
  my
• 37:39
  ideas.
• 37:39
  It's
• 37:39
  funny,
• 37:39
  like
• 37:40
  when
• 37:40
  I
• 37:40
  present
• 37:40
  stuff,
• 37:40
  they
• 37:40
  go,
• 37:41
  Hey,
• 37:41
  can
• 37:41
  I
• 37:41
  get
• 37:42
  a
• 37:42
  license?
• 37:42
  You
• 37:42
  don't
• 37:43
  need
• 37:43
  a
• 37:43
  license.
• 37:43
  Just
• 37:43
  take
• 37:44
  whatever
• 37:44
  it
• 37:44
  had.
• 37:45
  Do
• 37:45
  whatever
• 37:45
  you
• 37:45
  want
• 37:45
  with
• 37:45
  it.
• 37:46
  I
• 37:46
  mean,
• 37:46
  I'm
• 37:46
  not
• 37:46
  wor,
• 37:47
  I'm
• 37:47
  not
• 37:47
  worried
• 37:47
  about
• 37:48
  anyone
• 37:48
  stealing
• 37:48
  my
• 37:48
  ideas.
• 37:48
  I
• 37:49
  have
• 37:49
  lots
• 37:49
  more.
• 37:50
  Right.
• 37:50
  And
• 37:51
  the
• 37:51
  hard
• 37:51
  work
• 37:51
  isn't
• 37:52
  the
• 37:52
  idea.
• 37:52
  It's
• 37:52
  getting
• 37:52
  it
• 37:52
  out
• 37:53
  there
• 37:53
  and
• 37:53
  dealing
• 37:53
  with
• 37:54
  the.
• 37:54
  The
• 37:54
  legal
• 37:55
  part
• 37:55
  in
• 37:55
  the
• 37:55
  marketing
• 37:55
  stuff
• 37:56
  and
• 37:56
  Zuckerberg
• 37:57
  taking
• 37:57
  all
• 37:57
  your
• 37:57
  money
• 37:58
  and
• 37:58
  how
• 37:58
  do
• 37:58
  I
• 37:58
  get
• 37:58
  around
• 37:59
  navigate
• 37:59
  this
• 37:59
  world?
• 37:59
  Right?
• 38:00
  So
• 38:00
  you
• 38:01
  laugh,
• 38:01
  but
• 38:01
  dude,
• 38:02
  I
• 38:02
  will
• 38:02
  just
• 38:02
  tell
• 38:03
  everyone
• 38:03
  right
• 38:03
  now,
• 38:04
  70%
• 38:05
  of
• 38:05
  my
• 38:05
  revenue
• 38:06
  spend
• 38:06
  goes
• 38:07
  to
• 38:07
  Mark
• 38:07
  Zuckerberg.
• 38:07
  Yeah,
• 38:08
  yeah.
• 38:09
  It's
• 38:09
  my
• 38:09
  marketing.
• 38:10
  It's
• 38:10
  interesting
• 38:11
  what
• 38:11
  you
• 38:11
  said,
• 38:11
  'cause
• 38:11
  you,
• 38:11
  you've
• 38:12
  almost
• 38:12
  flipped
• 38:13
  that
• 38:13
  paradigm
• 38:13
  on
• 38:14
  its
• 38:14
  head
• 38:14
  because
• 38:14
  most
• 38:14
  people
• 38:15
  would
• 38:15
  say
• 38:15
  the
• 38:16
  idea
• 38:16
  is
• 38:16
  the
• 38:16
  hard
• 38:17
  part.
• 38:17
  And,
• 38:17
  and,
• 38:17
  and,
• 38:18
  and
• 38:18
  this,
• 38:18
  this
• 38:18
  is
• 38:18
  what
• 38:19
  I'm
• 38:19
  always
• 38:19
  arguing
• 38:19
  with
• 38:19
  people.
• 38:20
  I
• 38:20
  said,
• 38:20
  yeah,
• 38:20
  the
• 38:20
  idea,
• 38:21
  I
• 38:21
  said
• 38:21
  the
• 38:21
  amount
• 38:21
  of
• 38:22
  people
• 38:22
  who've
• 38:22
  had
• 38:22
  ideas
• 38:23
  and
• 38:23
  they're
• 38:23
  sitting
• 38:24
  on
• 38:24
  a
• 38:24
  shelf,
• 38:24
  running
• 38:24
  a
• 38:24
  bin.
• 38:25
  Uh,
• 38:25
  the,
• 38:26
  the
• 38:26
  I
• 38:26
  people
• 38:27
  have
• 38:27
  ideas
• 38:27
  every
• 38:27
  single
• 38:28
  day
• 38:28
  and,
• 38:28
  and
• 38:29
  they
• 38:29
  have
• 38:29
  good
• 38:29
  ideas
• 38:29
  every
• 38:30
  single
• 38:30
  day,
• 38:31
  but
• 38:31
  they
• 38:31
  don't
• 38:31
  know
• 38:31
  how
• 38:31
  to
• 38:31
  take,
• 38:32
  take
• 38:32
  them
• 38:32
  from
• 38:32
  the
• 38:32
  idea
• 38:33
  and
• 38:34
  then
• 38:34
  get
• 38:34
  them
• 38:34
  on
• 38:34
  the
• 38:34
  shelf
• 38:35
  and
• 38:35
  commercialize
• 38:35
  them,
• 38:36
  and
• 38:36
  that,
• 38:36
  that
• 38:37
  process
• 38:38
  is
• 38:38
  a
• 38:38
  long
• 38:38
  process.
• 38:39
  It's
• 38:39
  an
• 38:39
  iterative
• 38:40
  process,
• 38:41
  and
• 38:41
  it's
• 38:41
  not
• 38:41
  easy
• 38:41
  at
• 38:41
  all.
• 38:42
  And
• 38:42
  having
• 38:42
  the
• 38:42
  idea.
• 38:43
  If,
• 38:44
  um,
• 38:44
  I'm
• 38:44
  not
• 38:44
  gonna
• 38:45
  say
• 38:45
  it's
• 38:45
  easy,
• 38:45
  but,
• 38:46
  but
• 38:46
  there's
• 38:46
  a
• 38:46
  lot
• 38:46
  more
• 38:47
  ideas
• 38:47
  than
• 38:47
  there
• 38:47
  is
• 38:47
  products.
• 38:48
  Let's
• 38:48
  put
• 38:48
  it,
• 38:49
  let's
• 38:49
  put
• 38:49
  it
• 38:49
  that
• 38:49
  way.
• 38:50
  So,
• 38:50
  I'm,
• 38:50
  I'm
• 38:50
  completely
• 38:51
  with
• 38:51
  you
• 38:51
  on
• 38:51
  that
• 38:51
  one.
• 38:51
  And
• 38:52
  I,
• 38:52
  and
• 38:52
  I
• 38:52
  have
• 38:52
  this
• 38:52
  conversation
• 38:53
  with
• 38:53
  so
• 38:53
  many
• 38:53
  people,
• 38:54
  stop
• 38:54
  being
• 38:55
  obsessed
• 38:55
  about
• 38:56
  protecting
• 38:56
  that
• 38:57
  idea.
• 38:58
  And
• 38:58
  then
• 38:58
  I
• 38:58
  don't
• 38:59
  wanna
• 38:59
  do
• 38:59
  anything
• 38:59
  with
• 38:59
  it
• 38:59
  for
• 39:00
  five
• 39:00
  years
• 39:00
  because
• 39:01
  I
• 39:01
  don't
• 39:01
  wanna
• 39:01
  want
• 39:01
  anyone
• 39:01
  to
• 39:02
  know
• 39:02
  about
• 39:02
  it,
• 39:02
  get
• 39:02
  it
• 39:03
  out
• 39:03
  and
• 39:03
  test
• 39:03
  it,
• 39:03
  because
• 39:04
  as
• 39:04
  you
• 39:04
  said,
• 39:05
  even
• 39:06
  if.
• 39:06
  People
• 39:07
  know
• 39:07
  about
• 39:07
  it.
• 39:08
  The
• 39:08
  amount
• 39:08
  of
• 39:08
  people
• 39:08
  that
• 39:08
  are
• 39:09
  be
• 39:09
  gonna
• 39:09
  be
• 39:09
  able
• 39:09
  to,
• 39:10
  or
• 39:10
  even
• 39:10
  want
• 39:10
  to
• 39:11
  do
• 39:11
  anything
• 39:11
  with
• 39:11
  it
• 39:12
  is
• 39:12
  de
• 39:12
  minimis.
• 39:13
  Uh,
• 39:13
  and
• 39:13
  I
• 39:13
  keep
• 39:13
  telling
• 39:13
  people
• 39:14
  that,
• 39:14
  just
• 39:14
  get
• 39:14
  it
• 39:14
  out,
• 39:15
  test
• 39:15
  it,
• 39:16
  make
• 39:16
  sure
• 39:16
  it
• 39:16
  works,
• 39:17
  and
• 39:17
  then
• 39:17
  let's
• 39:17
  commercialize
• 39:18
  it
• 39:18
  in
• 39:19
  an
• 39:19
  effective
• 39:20
  and,
• 39:20
  and
• 39:21
  speedy
• 39:21
  manner
• 39:21
  without
• 39:22
  spending,
• 39:22
  you
• 39:22
  know,
• 39:23
  remortgage
• 39:24
  in
• 39:24
  your
• 39:24
  house.
• 39:25
  Um,
• 39:25
  gain
• 39:26
  billions
• 39:26
  of
• 39:26
  pounds
• 39:27
  worth
• 39:27
  of
• 39:27
  loans,
• 39:27
  et
• 39:27
  cetera.
• 39:28
  'cause
• 39:29
  you
• 39:29
  don't
• 39:29
  wanna
• 39:29
  do
• 39:29
  that.
• 39:30
  I,
• 39:30
  I
• 39:30
  don't
• 39:30
  mind
• 39:31
  you
• 39:31
  doing
• 39:31
  that.
• 39:31
  Once
• 39:31
  you
• 39:32
  know
• 39:32
  you've
• 39:32
  got
• 39:32
  a
• 39:32
  viable
• 39:32
  idea
• 39:33
  and
• 39:33
  people
• 39:33
  are
• 39:33
  giving
• 39:33
  you
• 39:33
  money
• 39:33
  for
• 39:34
  it,
• 39:34
  but
• 39:34
  don't
• 39:34
  start
• 39:34
  spending
• 39:35
  loads
• 39:35
  and
• 39:35
  loads
• 39:35
  of
• 39:35
  money
• 39:36
  just
• 39:36
  because
• 39:36
  you've
• 39:36
  had
• 39:36
  an
• 39:37
  idea
• 39:37
  and
• 39:37
  you
• 39:37
  think,
• 39:37
  oh,
• 39:37
  this
• 39:37
  is
• 39:37
  a
• 39:37
  great
• 39:38
  idea.
• 39:38
  Everyone's
• 39:39
  gonna
• 39:39
  want
• 39:39
  it.
• 39:39
  They
• 39:40
  might
• 39:40
  do,
• 39:40
  but
• 39:40
  then
• 39:40
  again,
• 39:41
  they
• 39:41
  might
• 39:41
  not,
• 39:42
  and
• 39:42
  you've
• 39:42
  spent
• 39:42
  a
• 39:42
  shed
• 39:43
  load
• 39:43
  of
• 39:43
  money
• 39:43
  without
• 39:44
  actually
• 39:44
  delivering
• 39:44
  any
• 39:44
  value
• 39:45
  to
• 39:45
  yourself
• 39:46
  or
• 39:46
  your
• 39:46
  patients
• 39:46
  or
• 39:47
  your
• 39:47
  customers.
• 39:47
  I
• 39:48
  was
• 39:48
  gonna
• 39:48
  take
• 39:48
  that
• 39:48
  point
• 39:48
  just
• 39:48
  a
• 39:48
  little
• 39:49
  bit
• 39:49
  further.
• 39:49
  'cause
• 39:49
  it's
• 39:49
  interesting
• 39:50
  this
• 39:50
  to
• 39:51
  get
• 39:51
  from
• 39:51
  idea
• 39:51
  to
• 39:52
  actually
• 39:52
  getting
• 39:52
  it.
• 39:53
  You
• 39:53
  know,
• 39:53
  as
• 39:53
  a
• 39:53
  commercial
• 39:54
  product,
• 39:54
  super
• 39:55
  hard.
• 39:55
  As
• 39:55
  we
• 39:55
  just
• 39:55
  said,
• 39:56
  I've
• 39:56
  invented
• 39:57
  six
• 39:57
  of
• 39:57
  'em,
• 39:58
  right?
• 39:58
  Six
• 39:59
  different
• 39:59
  devices.
• 40:00
  My
• 40:00
  friend,
• 40:01
  one
• 40:01
  of
• 40:01
  the
• 40:02
  best
• 40:02
  top
• 40:03
  infomercial
• 40:03
  infomercial
• 40:04
  guy
• 40:04
  in
• 40:04
  the
• 40:04
  world,
• 40:05
  super
• 40:06
  good
• 40:06
  marketer
• 40:06
  goes,
• 40:06
  mark
• 40:07
  the
• 40:08
  invent
• 40:08
  tightest
• 40:08
  thing,
• 40:08
  you
• 40:09
  need
• 40:09
  to
• 40:09
  quit.
• 40:09
  Okay?
• 40:10
  Quit
• 40:10
  inventing
• 40:10
  stuff
• 40:11
  because
• 40:12
  I
• 40:12
  have
• 40:12
  a
• 40:12
  client
• 40:13
  who
• 40:13
  sells
• 40:13
  beef
• 40:14
  fat
• 40:15
  for
• 40:15
  your
• 40:15
  skin
• 40:16
  for
• 40:16
  wrinkles.
• 40:16
  He
• 40:17
  only
• 40:17
  has
• 40:17
  one
• 40:17
  thing.
• 40:18
  And
• 40:18
  he's
• 40:18
  doing
• 40:18
  a
• 40:19
  hundred
• 40:19
  million
• 40:19
  a
• 40:19
  year
• 40:19
  in
• 40:19
  revenue.
• 40:20
  'cause
• 40:20
  he's
• 40:20
  figured
• 40:20
  out
• 40:20
  the
• 40:20
  marketing
• 40:21
  part
• 40:21
  of
• 40:21
  it.
• 40:21
  Right?
• 40:22
  Yeah.
• 40:22
  So,
• 40:22
  and
• 40:22
  he's
• 40:23
  partially
• 40:23
  right.
• 40:24
  I've
• 40:24
  got,
• 40:25
  I
• 40:25
  got
• 40:25
  another
• 40:25
  thing
• 40:25
  I
• 40:25
  invented
• 40:26
  here
• 40:26
  that
• 40:26
  nobody
• 40:26
  even
• 40:26
  knows
• 40:27
  about,
• 40:27
  that
• 40:27
  my
• 40:28
  wife
• 40:28
  doesn't
• 40:28
  know
• 40:28
  about.
• 40:28
  Right.
• 40:29
  And
• 40:29
  maybe
• 40:29
  I'll
• 40:29
  do
• 40:30
  anything,
• 40:30
  maybe
• 40:30
  I
• 40:30
  won't.
• 40:30
  So
• 40:31
  it's
• 40:31
  like,
• 40:31
  and
• 40:32
  yeah,
• 40:32
  trying
• 40:32
  to
• 40:32
  focus
• 40:33
  like
• 40:33
  that
• 40:33
  of
• 40:35
  it,
• 40:35
  it's
• 40:36
  hard
• 40:36
  because
• 40:36
  it's
• 40:37
  fun
• 40:38
  Yeah.
• 40:38
  To
• 40:38
  invent
• 40:38
  stuff.
• 40:39
  It
• 40:39
  is
• 40:39
  not
• 40:39
  fun
• 40:40
  to,
• 40:41
  the
• 40:41
  legal
• 40:41
  stuff
• 40:41
  is
• 40:41
  not
• 40:42
  fun
• 40:42
  at
• 40:42
  all.
• 40:42
  I
• 40:42
  mean,
• 40:43
  the
• 40:43
  good
• 40:43
  news,
• 40:43
  bad
• 40:43
  news,
• 40:44
  Hakeem,
• 40:44
  is
• 40:45
  we're
• 40:45
  the
• 40:45
  fastest
• 40:46
  growing
• 40:46
  PMF
• 40:47
  company
• 40:47
  in
• 40:47
  the
• 40:47
  world.
• 40:48
  We're
• 40:48
  growing
• 40:48
  500%
• 40:49
  per
• 40:49
  year.
• 40:50
  That's
• 40:50
  the
• 40:50
  great
• 40:50
  news.
• 40:51
  Bad
• 40:51
  news
• 40:51
  is
• 40:51
  I
• 40:51
  got
• 40:52
  copycat
• 40:52
  companies
• 40:53
  using
• 40:53
  our
• 40:54
  logo
• 40:54
  and
• 40:54
  our
• 40:54
  brand
• 40:55
  name.
• 40:55
  We
• 40:55
  just
• 40:56
  had
• 40:56
  to
• 40:56
  sue
• 40:56
  somebody
• 40:57
  in
• 40:57
  federal
• 40:58
  court
• 40:58
  this
• 40:58
  morning.
• 40:59
  I
• 40:59
  hate
• 41:00
  this.
• 41:00
  I'm
• 41:00
  involved
• 41:00
  in
• 41:00
  six
• 41:00
  lawsuits.
• 41:01
  I
• 41:01
  hate
• 41:01
  that
• 41:01
  part
• 41:02
  of
• 41:02
  it.
• 41:02
  Yeah.
• 41:02
  But
• 41:03
  it's
• 41:03
  part
• 41:03
  of
• 41:03
  the
• 41:04
  business
• 41:04
  like,
• 41:04
  ah,
• 41:05
  that's
• 41:05
  no
• 41:05
  fun.
• 41:05
  I
• 41:05
  don't
• 41:06
  wanna
• 41:06
  spend
• 41:06
  a
• 41:06
  bunch
• 41:06
  of
• 41:06
  money
• 41:06
  on
• 41:07
  that
• 41:07
  crap.
• 41:08
  But
• 41:08
  you
• 41:08
  gotta
• 41:08
  defend
• 41:09
  yourself
• 41:09
  because
• 41:10
  they're
• 41:10
  destroying
• 41:10
  our
• 41:11
  brand.
• 41:11
  And
• 41:12
  are
• 41:12
  you,
• 41:12
  are
• 41:12
  you
• 41:12
  focused
• 41:13
  primarily
• 41:13
  in
• 41:13
  the,
• 41:13
  in,
• 41:14
  in
• 41:14
  the
• 41:14
  states
• 41:14
  or
• 41:14
  do
• 41:14
  you,
• 41:15
  have
• 41:15
  you
• 41:15
  got,
• 41:15
  um,
• 41:16
  affiliates
• 41:17
  in,
• 41:17
  in
• 41:17
  different
• 41:17
  parts
• 41:17
  of
• 41:18
  the
• 41:18
  world?
• 41:19
  No,
• 41:19
  I
• 41:19
  mean,
• 41:20
  so
• 41:21
  the
• 41:21
  answer
• 41:21
  is
• 41:21
  mostly
• 41:21
  us
• 41:23
  now.
• 41:23
  Most
• 41:24
  of
• 41:24
  it's
• 41:24
  us
• 41:24
  we
• 41:24
  ship,
• 41:25
  which
• 41:25
  is
• 41:25
  unique.
• 41:26
  We
• 41:26
  ship
• 41:26
  worldwide
• 41:27
  for
• 41:27
  free.
• 41:28
  Okay.
• 41:29
  So
• 41:30
  unfortunately.
• 41:31
  It
• 41:31
  was
• 41:31
  ba
• 41:31
  it
• 41:32
  was
• 41:32
  hard
• 41:32
  before
• 41:32
  our
• 41:32
  president
• 41:33
  made
• 41:33
  everyone
• 41:33
  mad
• 41:33
  at
• 41:34
  us.
• 41:34
  So
• 41:34
  trying
• 41:34
  to
• 41:34
  get
• 41:35
  any
• 41:35
  product
• 41:35
  in
• 41:35
  any
• 41:36
  other
• 41:36
  country
• 41:36
  is
• 41:36
  just
• 41:36
  like
• 41:37
  that
• 41:37
  whole
• 41:37
  customs
• 41:38
  thing
• 41:39
  that
• 41:39
  that's
• 41:39
  the
• 41:39
  nightmare.
• 41:40
  But
• 41:40
  yeah,
• 41:40
  I'm
• 41:41
  looking
• 41:41
  for
• 41:41
  distributors
• 41:42
  and
• 41:42
  partners
• 41:43
  in
• 41:43
  other
• 41:43
  countries.
• 41:44
  We
• 41:44
  don't
• 41:44
  have
• 41:44
  any
• 41:45
  right
• 41:45
  now.
• 41:45
  Okay.
• 41:46
  So
• 41:46
  that's
• 41:46
  where
• 41:46
  we're
• 41:46
  at.
• 41:47
  No,
• 41:47
  that
• 41:48
  makes
• 41:48
  sense.
• 41:48
  But
• 41:48
  I
• 41:48
  mean,
• 41:48
  obviously
• 41:49
  you,
• 41:49
  you're
• 41:49
  doing
• 41:49
  well.
• 41:50
  I
• 41:50
  suppose
• 41:50
  you,
• 41:51
  you
• 41:51
  were
• 41:52
  doing
• 41:52
  well
• 41:52
  internationally
• 41:53
  from
• 41:54
  a
• 41:54
  US
• 41:54
  base,
• 41:55
  but
• 41:55
  obviously
• 41:55
  Yeah.
• 41:56
  Now
• 41:56
  with,
• 41:56
  um.
• 41:57
  Without
• 41:57
  getting
• 41:58
  political,
• 41:58
  you
• 41:58
  probably,
• 41:59
  the,
• 42:00
  the,
• 42:00
  the
• 42:00
  necessity
• 42:01
  to
• 42:01
  have
• 42:01
  distributors
• 42:01
  in
• 42:02
  other
• 42:02
  countries
• 42:02
  is
• 42:02
  probably
• 42:03
  accelerated.
• 42:04
  Let's
• 42:04
  probably
• 42:04
  like
• 42:04
  that.
• 42:05
  You
• 42:05
  know
• 42:05
  what's
• 42:05
  weird
• 42:06
  is
• 42:06
  when
• 42:06
  people
• 42:06
  go,
• 42:07
  where
• 42:07
  do
• 42:07
  you
• 42:07
  make
• 42:07
  'em
• 42:07
  at?
• 42:07
  And
• 42:07
  I,
• 42:08
  every
• 42:08
  time
• 42:08
  they
• 42:08
  say
• 42:08
  that,
• 42:09
  I
• 42:09
  know
• 42:09
  what
• 42:09
  they're
• 42:09
  asking
• 42:09
  is,
• 42:10
  please
• 42:10
  tell
• 42:10
  me
• 42:10
  you
• 42:10
  make
• 42:10
  it
• 42:10
  in
• 42:10
  America.
• 42:11
  No,
• 42:11
  my
• 42:11
  answer
• 42:12
  is,
• 42:12
  look
• 42:12
  around
• 42:13
  your
• 42:13
  house.
• 42:14
  Every
• 42:14
  single
• 42:15
  electronic
• 42:15
  you
• 42:15
  see,
• 42:16
  plus
• 42:16
  whatever
• 42:16
  you're
• 42:16
  talking
• 42:17
  to
• 42:17
  me
• 42:17
  on,
• 42:17
  was
• 42:17
  made
• 42:17
  in
• 42:18
  China.
• 42:18
  Yeah.
• 42:18
  It
• 42:18
  just
• 42:18
  is
• 42:19
  what
• 42:19
  it
• 42:19
  is.
• 42:19
  It
• 42:20
  costs
• 42:20
  10
• 42:20
  to
• 42:20
  a
• 42:20
  hundred
• 42:20
  times
• 42:21
  more
• 42:21
  to
• 42:21
  make
• 42:21
  here.
• 42:21
  I
• 42:21
  wish
• 42:21
  I
• 42:21
  could,
• 42:22
  but
• 42:22
  I
• 42:22
  can't.
• 42:23
  But
• 42:23
  when
• 42:23
  I
• 42:23
  get
• 42:23
  'em
• 42:24
  make,
• 42:24
  and
• 42:24
  I
• 42:24
  have,
• 42:25
  when
• 42:25
  people
• 42:25
  go
• 42:25
  Chinese
• 42:26
  and
• 42:26
  they
• 42:26
  start
• 42:27
  badmouth,
• 42:27
  I
• 42:27
  was
• 42:27
  like,
• 42:28
  it's
• 42:28
  not
• 42:28
  their
• 42:29
  fault.
• 42:29
  They
• 42:29
  were
• 42:29
  born
• 42:29
  in
• 42:29
  China.
• 42:30
  I
• 42:30
  worked
• 42:30
  with
• 42:30
  some
• 42:31
  of
• 42:31
  the
• 42:31
  greatest
• 42:31
  engineers
• 42:31
  there
• 42:32
  in
• 42:32
  the
• 42:32
  world.
• 42:32
  And
• 42:32
  they're
• 42:32
  great
• 42:32
  people.
• 42:33
  Right.
• 42:33
  They're
• 42:33
  one
• 42:34
  of
• 42:34
  the
• 42:34
  best
• 42:34
  partners
• 42:34
  ever
• 42:34
  had
• 42:35
  our,
• 42:36
  but
• 42:36
  our
• 42:36
  whole
• 42:36
  politics,
• 42:37
  I
• 42:37
  used
• 42:37
  to
• 42:37
  have
• 42:37
  30
• 42:38
  days
• 42:38
  invoice.
• 42:39
  Right
• 42:39
  now
• 42:40
  it's
• 42:40
  24
• 42:40
  hours.
• 42:41
  Yeah.
• 42:42
  'cause
• 42:42
  they
• 42:42
  don't
• 42:42
  know
• 42:42
  what
• 42:42
  it's
• 42:43
  gonna
• 42:43
  cost
• 42:43
  to
• 42:43
  ship
• 42:43
  it
• 42:43
  here
• 42:44
  and
• 42:44
  what
• 42:44
  the
• 42:44
  tariffs
• 42:44
  are
• 42:45
  gonna
• 42:45
  be.
• 42:45
  Yeah.
• 42:46
  It's
• 42:46
  um,
• 42:46
  so
• 42:46
  it's
• 42:46
  valid
• 42:47
  for
• 42:47
  24
• 42:47
  hours.
• 42:47
  It's
• 42:47
  like
• 42:48
  that's
• 42:48
  another.
• 42:49
  Nightmare.
• 42:49
  I
• 42:50
  wasn't
• 42:50
  planning
• 42:50
  on,
• 42:51
  yeah,
• 42:51
  no,
• 42:52
  it's,
• 42:52
  uh,
• 42:52
  the,
• 42:52
  the,
• 42:52
  the
• 42:53
  political
• 42:53
  situation
• 42:53
  actually
• 42:54
  in
• 42:54
  the,
• 42:54
  in,
• 42:54
  in
• 42:54
  the
• 42:54
  UK
• 42:55
  as
• 42:55
  well
• 42:55
  with
• 42:55
  Brexit,
• 42:56
  and
• 42:56
  then
• 42:56
  you've
• 42:56
  got,
• 42:56
  now
• 42:57
  got
• 42:57
  the
• 42:57
  tariffs
• 42:57
  and,
• 42:58
  uh,
• 42:58
  the,
• 42:59
  the,
• 42:59
  the
• 42:59
  international
• 43:01
  marketing
• 43:01
  for
• 43:01
  MedTech
• 43:02
  is
• 43:02
  a
• 43:02
  lot
• 43:02
  more
• 43:03
  difficult
• 43:03
  than
• 43:03
  it
• 43:03
  once
• 43:04
  was.
• 43:04
  Even,
• 43:04
  you
• 43:05
  know,
• 43:05
  when,
• 43:05
  when
• 43:05
  I,
• 43:05
  when
• 43:06
  I
• 43:06
  used
• 43:06
  to
• 43:06
  work
• 43:06
  with
• 43:06
  clients,
• 43:07
  you
• 43:07
  know,
• 43:07
  one
• 43:08
  of
• 43:08
  the
• 43:08
  first
• 43:08
  markets
• 43:09
  you
• 43:09
  would
• 43:09
  talk
• 43:09
  about,
• 43:09
  DUF
• 43:10
  nowadays,
• 43:11
  I'm
• 43:11
  sort
• 43:11
  of
• 43:11
  like
• 43:11
  saying,
• 43:11
  mm,
• 43:12
  you
• 43:13
  could
• 43:13
  do.
• 43:14
  But
• 43:14
  I
• 43:14
  don't
• 43:14
  know
• 43:15
  what
• 43:15
  the
• 43:15
  price
• 43:15
  is
• 43:15
  gonna
• 43:15
  be
• 43:16
  today.
• 43:16
  I
• 43:16
  don't
• 43:16
  know
• 43:17
  whether
• 43:17
  he's
• 43:17
  gonna
• 43:17
  say,
• 43:18
  uh
• 43:18
  oh,
• 43:19
  well
• 43:19
  yeah,
• 43:19
  you
• 43:19
  can
• 43:20
  charge
• 43:20
  a
• 43:20
  hundred
• 43:20
  dollars,
• 43:20
  but
• 43:21
  actually
• 43:21
  it's
• 43:21
  only
• 43:21
  $20,
• 43:22
  $20
• 43:23
  in
• 43:23
  the
• 43:23
  uk
• 43:23
  so
• 43:24
  now
• 43:24
  you
• 43:24
  can't
• 43:24
  charge
• 43:24
  a
• 43:24
  hundred
• 43:25
  dollars.
• 43:25
  You're
• 43:25
  gonna
• 43:25
  have
• 43:25
  to
• 43:26
  drop
• 43:26
  your,
• 43:26
  I
• 43:26
  said,
• 43:27
  the
• 43:28
  amount
• 43:28
  of
• 43:28
  uncertainty
• 43:29
  in
• 43:29
  the
• 43:29
  MedTech
• 43:30
  business
• 43:30
  if
• 43:30
  you're
• 43:30
  in,
• 43:31
  if
• 43:31
  you're
• 43:31
  outside
• 43:32
  the
• 43:32
  US
• 43:32
  try
• 43:32
  sell
• 43:33
  into
• 43:33
  the
• 43:33
  US
• 43:34
  is
• 43:34
  it's
• 43:34
  just
• 43:34
  a
• 43:34
  whole
• 43:35
  different
• 43:35
  ball
• 43:36
  game.
• 43:36
  And
• 43:36
  it's
• 43:36
  a
• 43:36
  real,
• 43:37
  it's
• 43:37
  a
• 43:37
  really
• 43:37
  sad
• 43:38
  because
• 43:38
  that's
• 43:38
  where
• 43:38
  everybody
• 43:39
  used
• 43:39
  to
• 43:39
  come
• 43:39
  to
• 43:39
  me
• 43:39
  and
• 43:40
  say,
• 43:40
  ah,
• 43:40
  how
• 43:40
  do
• 43:40
  I
• 43:40
  get
• 43:40
  into
• 43:41
  the
• 43:41
  US?
• 43:41
  And
• 43:41
  now
• 43:42
  I'm
• 43:42
  sort
• 43:42
  of
• 43:42
  like
• 43:42
  counseling
• 43:43
  them.
• 43:43
  Maybe
• 43:43
  you
• 43:44
  want
• 43:44
  to
• 43:44
  go
• 43:45
  to
• 43:45
  some
• 43:45
  other
• 43:45
  markets
• 43:46
  and
• 43:46
  then
• 43:46
  maybe
• 43:46
  in
• 43:47
  three
• 43:47
  years
• 43:48
  we
• 43:48
  revisit
• 43:49
  the
• 43:49
  US
• 43:49
  when
• 43:49
  there's
• 43:49
  a
• 43:49
  bit
• 43:50
  more
• 43:50
  stability
• 43:51
  in
• 43:51
  the
• 43:51
  marketplace.
• 43:52
  'cause
• 43:52
  it's,
• 43:53
  yeah,
• 43:53
  it's,
• 43:53
  it's,
• 43:53
  it's
• 43:53
  all
• 43:53
  over
• 43:53
  the
• 43:53
  place.
• 43:54
  So.
• 43:54
  Okay.
• 43:55
  We're
• 43:55
  coming
• 43:55
  to
• 43:55
  the
• 43:55
  end.
• 43:56
  And
• 43:56
  I've
• 43:56
  got
• 43:57
  my,
• 43:57
  little,,
• 43:58
  decision
• 43:58
  scenario
• 43:59
  that
• 43:59
  I'm
• 43:59
  gonna
• 43:59
  put
• 43:59
  out,
• 43:59
  which,
• 44:00
  which
• 44:00
  actually,
• 44:01
  if
• 44:01
  you've
• 44:01
  actually
• 44:01
  listened
• 44:02
  to
• 44:02
  the
• 44:02
  episode,
• 44:02
  which
• 44:03
  I'm
• 44:03
  sure
• 44:03
  you
• 44:03
  will
• 44:03
  have
• 44:03
  done,
• 44:04
  then
• 44:04
  it
• 44:05
  should
• 44:05
  be
• 44:05
  very
• 44:05
  easy
• 44:05
  for
• 44:05
  you
• 44:05
  to
• 44:06
  answer
• 44:06
  the
• 44:06
  question.
• 44:07
  But,
• 44:07
  before
• 44:07
  I
• 44:07
  get
• 44:07
  into
• 44:08
  that
• 44:08
  decision
• 44:08
  episode,
• 44:08
  if
• 44:09
  there's,
• 44:09
  if,
• 44:09
  if,
• 44:09
  if
• 44:09
  there's
• 44:10
  one
• 44:10
  thing
• 44:10
  that
• 44:11
  you
• 44:11
  could
• 44:11
  leave
• 44:11
  my
• 44:12
  listeners
• 44:12
  with
• 44:12
  today
• 44:13
  in
• 44:13
  terms
• 44:13
  of
• 44:13
  starting
• 44:14
  up
• 44:14
  a
• 44:14
  business
• 44:15
  and
• 44:15
  then
• 44:15
  getting
• 44:15
  it
• 44:15
  to
• 44:15
  market
• 44:16
  quickly
• 44:16
  and
• 44:16
  actually
• 44:17
  making
• 44:17
  some
• 44:17
  revenue,
• 44:18
  making
• 44:18
  a
• 44:18
  viable
• 44:18
  business
• 44:18
  outta
• 44:19
  it,
• 44:19
  what
• 44:19
  would
• 44:19
  it
• 44:19
  be?
• 44:19
  Yeah,
• 44:20
  it's
• 44:20
  still
• 44:20
  the
• 44:20
  one
• 44:21
  thing
• 44:21
  we
• 44:21
  already
• 44:21
  covered,
• 44:21
  I'm
• 44:21
  sorry
• 44:22
  I
• 44:22
  don't
• 44:22
  have
• 44:22
  anything
• 44:22
  new,
• 44:22
  is
• 44:23
  just
• 44:23
  how,
• 44:23
  how
• 44:23
  do
• 44:23
  you
• 44:24
  fail
• 44:24
  quickly?
• 44:25
  Yeah.
• 44:25
  How
• 44:25
  do
• 44:25
  you
• 44:25
  fail
• 44:26
  within
• 44:26
  two
• 44:26
  weeks
• 44:26
  and
• 44:26
  keep
• 44:27
  failing
• 44:27
  and
• 44:27
  keep
• 44:27
  failing?
• 44:27
  You're
• 44:27
  gonna
• 44:28
  learn
• 44:28
  something
• 44:28
  each
• 44:28
  time.
• 44:29
  And
• 44:30
  the
• 44:30
  you,
• 44:31
  the
• 44:31
  analogy
• 44:31
  we
• 44:31
  use
• 44:31
  at
• 44:32
  the
• 44:32
  academy
• 44:32
  is
• 44:32
  like
• 44:32
  you
• 44:32
  got
• 44:33
  drowners
• 44:33
  and
• 44:33
  everyone
• 44:34
  who
• 44:34
  knows
• 44:34
  who
• 44:34
  that
• 44:34
  is,
• 44:35
  you
• 44:35
  got
• 44:35
  floaters,
• 44:36
  you're
• 44:36
  not
• 44:36
  drowning,
• 44:36
  but
• 44:36
  you're
• 44:37
  go
• 44:37
  aware
• 44:37
  of
• 44:37
  the
• 44:37
  currents
• 44:37
  pushing
• 44:38
  you.
• 44:38
  You've
• 44:39
  got
• 44:39
  surfers
• 44:39
  who
• 44:40
  are
• 44:40
  moving
• 44:40
  somewhere,
• 44:41
  but
• 44:41
  they're
• 44:41
  still
• 44:41
  at
• 44:42
  the
• 44:42
  mercy
• 44:42
  of
• 44:42
  the
• 44:42
  wave.
• 44:42
  And
• 44:42
  then
• 44:42
  you
• 44:42
  have
• 44:43
  sailors
• 44:43
  that
• 44:44
  plot
• 44:44
  their
• 44:44
  own
• 44:45
  course,
• 44:45
  be
• 44:45
  a
• 44:45
  sailor.
• 44:47
  Yeah,
• 44:47
  right.
• 44:47
  You
• 44:47
  have
• 44:47
  the
• 44:48
  mentality
• 44:48
  of
• 44:49
  how
• 44:49
  many
• 44:50
  corrections
• 44:50
  are
• 44:50
  a
• 44:50
  pilot?
• 44:51
  Like
• 44:51
  I'm,
• 44:51
  I
• 44:51
  fly
• 44:52
  hotter
• 44:52
  balloons
• 44:53
  and
• 44:53
  airplanes
• 44:53
  too.
• 44:54
  How
• 44:54
  many
• 44:54
  times
• 44:55
  do
• 44:55
  I
• 44:55
  have
• 44:55
  to
• 44:55
  move
• 44:56
  that
• 44:56
  stick
• 44:57
  to
• 44:57
  get
• 44:57
  from
• 44:57
  point
• 44:58
  A
• 44:58
  to
• 44:58
  point
• 44:58
  B?
• 44:59
  Uh,
• 44:59
  I've
• 44:59
  actually
• 45:00
  plotted
• 45:00
  that
• 45:00
  on
• 45:00
  my
• 45:00
  airplane,
• 45:01
  my
• 45:01
  little
• 45:01
  stick
• 45:02
  to
• 45:02
  fly.
• 45:02
  What
• 45:02
  looks
• 45:03
  like
• 45:03
  a
• 45:03
  straight
• 45:03
  line
• 45:04
  from
• 45:04
  here
• 45:04
  to
• 45:04
  that
• 45:04
  airport
• 45:05
  is
• 45:05
  probably
• 45:06
  5,000
• 45:06
  corrections
• 45:07
  in
• 45:07
  a
• 45:07
  two
• 45:08
  hour
• 45:08
  flight,
• 45:08
  right?
• 45:09
  Just
• 45:09
  know
• 45:09
  that's
• 45:10
  gonna
• 45:10
  happen.
• 45:10
  You're
• 45:10
  gonna
• 45:10
  have
• 45:11
  to
• 45:11
  make
• 45:11
  those
• 45:11
  corrections.
• 45:12
  You're
• 45:12
  gonna
• 45:12
  have
• 45:12
  to
• 45:12
  make
• 45:12
  these,
• 45:13
  sometimes
• 45:13
  you're
• 45:13
  gonna
• 45:13
  have
• 45:13
  to
• 45:14
  do
• 45:14
  more
• 45:14
  than
• 45:14
  a
• 45:14
  little
• 45:14
  correction.
• 45:15
  You're
• 45:15
  have
• 45:15
  to
• 45:15
  do.
• 45:15
  Lemme
• 45:16
  give
• 45:16
  you
• 45:16
  an
• 45:16
  example,
• 45:16
  an
• 45:16
  analogy
• 45:17
  yesterday,
• 45:18
  instead
• 45:18
  of
• 45:19
  little
• 45:19
  corrections,
• 45:20
  I
• 45:20
  was
• 45:20
  looking
• 45:20
  down
• 45:21
  at
• 45:21
  my
• 45:21
  iPad,
• 45:22
  looking
• 45:23
  at
• 45:23
  the
• 45:23
  traffic
• 45:23
  and
• 45:24
  stuff,
• 45:24
  which
• 45:24
  we
• 45:24
  can
• 45:24
  now
• 45:24
  see.
• 45:24
  I
• 45:24
  look
• 45:25
  up
• 45:25
  right
• 45:26
  in
• 45:26
  the
• 45:26
  windshield
• 45:27
  is
• 45:27
  a
• 45:27
  hawk,
• 45:28
  and
• 45:29
  I'm
• 45:29
  going
• 45:29
  150
• 45:29
  miles
• 45:30
  an
• 45:30
  hour.
• 45:30
  Rapid
• 45:31
  turn
• 45:31
  bank,
• 45:32
  he
• 45:32
  went
• 45:32
  under
• 45:32
  the
• 45:32
  left
• 45:33
  wing.
• 45:33
  That
• 45:34
  was
• 45:34
  a
• 45:34
  major
• 45:34
  pivot
• 45:34
  I
• 45:34
  had
• 45:35
  to
• 45:35
  make
• 45:35
  in
• 45:36
  my
• 45:36
  flight
• 45:36
  yesterday.
• 45:37
  You're
• 45:37
  gonna
• 45:37
  have
• 45:37
  to
• 45:38
  have
• 45:38
  do
• 45:38
  those
• 45:39
  in
• 45:39
  your
• 45:39
  company
• 45:39
  as
• 45:39
  well.
• 45:40
  You're
• 45:40
  gonna
• 45:40
  have
• 45:41
  these
• 45:41
  micro
• 45:41
  things
• 45:42
  every
• 45:42
  day
• 45:42
  that
• 45:42
  you
• 45:42
  gotta
• 45:42
  make
• 45:42
  adjustments
• 45:43
  and
• 45:43
  sometimes
• 45:44
  you're
• 45:44
  just
• 45:44
  gonna
• 45:44
  have
• 45:44
  to
• 45:44
  make
• 45:44
  a
• 45:44
  pivot
• 45:45
  because
• 45:46
  stuff
• 45:46
  you
• 45:46
  didn't
• 45:47
  control
• 45:47
  or
• 45:47
  weren't
• 45:48
  expecting,
• 45:48
  or
• 45:50
  literally,
• 45:50
  I,
• 45:50
  I
• 45:51
  picked
• 45:51
  on
• 45:51
  Zuckerberg
• 45:51
  four
• 45:52
  times
• 45:52
  and
• 45:52
  I'm
• 45:52
  gonna
• 45:52
  do
• 45:52
  it
• 45:52
  one
• 45:52
  last
• 45:53
  time.
• 45:53
  He
• 45:54
  can
• 45:54
  ruin
• 45:54
  my
• 45:54
  business
• 45:56
  right
• 45:56
  this
• 45:56
  second
• 45:57
  by
• 45:57
  just
• 45:57
  changing
• 45:57
  his
• 45:57
  algorithm.
• 45:58
  Yeah.
• 45:58
  If
• 45:59
  the
• 45:59
  cost
• 45:59
  acquisition
• 46:00
  doubled
• 46:00
  in
• 46:00
  the
• 46:01
  next,
• 46:01
  by
• 46:01
  the
• 46:01
  time
• 46:01
  we
• 46:02
  hang
• 46:02
  up,
• 46:02
  I'm
• 46:02
  out.
• 46:03
  I
• 46:03
  get,
• 46:04
  I'm
• 46:04
  out
• 46:05
  of
• 46:05
  that
• 46:05
  part
• 46:05
  of
• 46:05
  the
• 46:05
  business.
• 46:05
  I
• 46:05
  gotta
• 46:06
  regroup.
• 46:07
  One
• 46:07
  of
• 46:07
  my
• 46:08
  big
• 46:08
  notes
• 46:08
  I
• 46:08
  have
• 46:08
  right
• 46:09
  here
• 46:09
  is.
• 46:10
  Strategy.
• 46:11
  What
• 46:11
  would
• 46:11
  I
• 46:11
  do
• 46:12
  if
• 46:12
  I
• 46:12
  Facebook
• 46:13
  and
• 46:13
  Google
• 46:13
  ads
• 46:13
  did
• 46:14
  not
• 46:14
  exist.
• 46:15
  Yeah.
• 46:15
  If
• 46:16
  I
• 46:16
  had
• 46:16
  either
• 46:16
  one
• 46:16
  of
• 46:16
  those
• 46:16
  platforms
• 46:17
  and
• 46:17
  I'm
• 46:18
  spending
• 46:18
  a
• 46:18
  bunch
• 46:19
  of
• 46:19
  time
• 46:19
  thinking
• 46:19
  through
• 46:20
  that
• 46:20
  hard
• 46:21
  because
• 46:21
  they
• 46:21
  may
• 46:21
  not,
• 46:22
  right.
• 46:22
  You
• 46:22
  can't
• 46:23
  target
• 46:23
  any
• 46:23
  more.
• 46:23
  Right.
• 46:24
  And
• 46:24
  if
• 46:24
  they
• 46:24
  get
• 46:24
  too
• 46:25
  expensive,
• 46:25
  and
• 46:26
  it's
• 46:26
  a
• 46:26
  fine
• 46:26
  line,
• 46:26
  right?
• 46:26
  If,
• 46:27
  if
• 46:27
  cost
• 46:28
  you
• 46:28
  a
• 46:28
  hundred
• 46:28
  dollars
• 46:28
  to
• 46:28
  sell
• 46:28
  one,
• 46:29
  but
• 46:29
  you
• 46:29
  only
• 46:29
  sold
• 46:29
  for
• 46:29
  $50,
• 46:30
  two
• 46:30
  plus
• 46:31
  two
• 46:31
  equals
• 46:31
  chicken,
• 46:31
  that
• 46:32
  doesn't
• 46:32
  work
• 46:33
  that
• 46:33
  much.
• 46:34
  And
• 46:34
  I
• 46:34
  think
• 46:34
  that's
• 46:34
  really
• 46:35
  important.
• 46:35
  I
• 46:35
  mean
• 46:35
  that,
• 46:35
  that,
• 46:36
  that's
• 46:36
  one
• 46:36
  of
• 46:36
  the
• 46:36
  biggest
• 46:36
  questions.
• 46:37
  I
• 46:37
  think
• 46:38
  every
• 46:38
  business
• 46:38
  should
• 46:38
  always
• 46:39
  ask
• 46:39
  them
• 46:39
  what
• 46:40
  can
• 46:40
  possibly
• 46:40
  go
• 46:41
  wrong
• 46:42
  And
• 46:42
  if
• 46:42
  it
• 46:42
  does
• 46:43
  a,
• 46:43
  what
• 46:43
  can
• 46:43
  possibly
• 46:44
  go
• 46:44
  wrong
• 46:44
  in
• 46:44
  my
• 46:44
  business
• 46:44
  model?
• 46:45
  And
• 46:45
  if
• 46:45
  it
• 46:45
  does,
• 46:46
  what
• 46:46
  would
• 46:46
  I
• 46:46
  pivot
• 46:46
  to
• 46:47
  as
• 46:47
  opposed
• 46:47
  to,
• 46:48
  which
• 46:48
  is
• 46:49
  so
• 46:49
  your
• 46:49
  cellular
• 46:49
  analogy
• 46:50
  as
• 46:50
  opposed
• 46:50
  to,
• 46:50
  let
• 46:51
  me
• 46:51
  wait
• 46:51
  till
• 46:51
  it
• 46:51
  goes
• 46:51
  wrong
• 46:52
  and
• 46:52
  then
• 46:52
  start
• 46:52
  panicking
• 46:53
  about,
• 46:53
  and
• 46:53
  then
• 46:53
  think,
• 46:53
  ah,
• 46:54
  what
• 46:54
  should
• 46:54
  I
• 46:54
  do?
• 46:55
  Uh,
• 46:55
  I
• 46:55
  think
• 46:55
  that's,
• 46:56
  that's
• 46:56
  always.
• 46:57
  What
• 46:58
  you
• 46:58
  should
• 46:58
  be
• 46:58
  thinking
• 46:59
  about
• 46:59
  in
• 46:59
  any
• 46:59
  business
• 47:00
  is,
• 47:00
  okay,
• 47:00
  so
• 47:00
  if
• 47:01
  that
• 47:01
  was
• 47:01
  to
• 47:01
  go
• 47:01
  wrong,
• 47:01
  what
• 47:01
  would
• 47:01
  I
• 47:01
  do?
• 47:02
  What,
• 47:02
  what
• 47:02
  are
• 47:02
  my
• 47:02
  contingencies?
• 47:03
  Basically,
• 47:04
  I
• 47:04
  remember,
• 47:04
  I
• 47:04
  remember
• 47:04
  a
• 47:04
  football,
• 47:05
  guy
• 47:05
  saying
• 47:06
  he
• 47:06
  said,
• 47:07
  when
• 47:07
  I
• 47:07
  was
• 47:07
  playing
• 47:07
  football,
• 47:08
  soccer,
• 47:09
  you
• 47:09
  know,
• 47:09
  people
• 47:09
  used
• 47:09
  to
• 47:09
  say,
• 47:10
  what's
• 47:10
  your
• 47:10
  plan
• 47:10
  B?
• 47:11
  And
• 47:11
  he
• 47:11
  said.
• 47:12
  Well,
• 47:12
  there's
• 47:12
  26
• 47:13
  letters
• 47:13
  in
• 47:13
  the
• 47:13
  alphabet.
• 47:14
  Why
• 47:14
  have
• 47:14
  I
• 47:14
  only
• 47:14
  got
• 47:14
  a
• 47:14
  plan
• 47:15
  B?
• 47:15
  And
• 47:15
  I
• 47:15
  thought,
• 47:16
  I,
• 47:16
  I
• 47:16
  really,
• 47:16
  I
• 47:17
  really
• 47:17
  like
• 47:17
  that,
• 47:17
  that
• 47:18
  that
• 47:18
  sentiment
• 47:18
  of
• 47:18
  thinking,
• 47:19
  oh
• 47:19
  yeah,
• 47:19
  that's
• 47:19
  true
• 47:19
  actually.
• 47:19
  'cause
• 47:20
  we
• 47:20
  only,
• 47:20
  we
• 47:21
  only
• 47:21
  ever
• 47:21
  have
• 47:21
  a
• 47:21
  plan
• 47:21
  B.
• 47:22
  What
• 47:22
  about
• 47:22
  C,
• 47:22
  D,
• 47:23
  et
• 47:23
  cetera.
• 47:24
  Uh,
• 47:24
  so
• 47:24
  I
• 47:24
  thought
• 47:24
  that
• 47:24
  was
• 47:24
  a,
• 47:25
  I
• 47:25
  thought
• 47:25
  that
• 47:25
  was
• 47:25
  a
• 47:25
  really
• 47:26
  nice
• 47:26
  way
• 47:26
  of
• 47:27
  saying
• 47:27
  you
• 47:27
  should
• 47:27
  always
• 47:28
  have
• 47:28
  many,
• 47:29
  many
• 47:29
  contingency
• 47:29
  plans.
• 47:30
  'cause
• 47:30
  especially
• 47:30
  in
• 47:30
  business,
• 47:31
  if
• 47:31
  you
• 47:31
  think
• 47:32
  your
• 47:32
  business
• 47:32
  is
• 47:32
  gonna
• 47:33
  be
• 47:33
  linear,
• 47:34
  I
• 47:34
  think
• 47:34
  you
• 47:34
  should
• 47:34
  go
• 47:34
  and
• 47:34
  do
• 47:34
  something
• 47:35
  else
• 47:35
  actually.
• 47:35
  'cause
• 47:35
  you're
• 47:35
  gonna
• 47:36
  be.
• 47:36
  Horrifying.
• 47:37
  And
• 47:37
  you're
• 47:37
  probably
• 47:37
  not
• 47:37
  gonna
• 47:38
  be
• 47:38
  very
• 47:38
  good
• 47:38
  at
• 47:38
  it.
• 47:38
  'cause,
• 47:38
  because
• 47:39
  there's,
• 47:39
  there's
• 47:39
  things
• 47:40
  that
• 47:40
  are
• 47:40
  coming
• 47:40
  from
• 47:40
  left
• 47:40
  field
• 47:41
  all
• 47:41
  the
• 47:41
  time
• 47:41
  and,
• 47:41
  and
• 47:42
  if
• 47:42
  you're
• 47:42
  not
• 47:42
  prepared
• 47:43
  for
• 47:43
  it
• 47:43
  and
• 47:43
  you're
• 47:43
  not
• 47:44
  prepared
• 47:44
  to
• 47:44
  pivot,
• 47:45
  you're
• 47:45
  gonna
• 47:45
  have
• 47:45
  a
• 47:45
  challenge.
• 47:45
  So,
• 47:46
  no,
• 47:46
  I
• 47:46
  really
• 47:46
  appreciate
• 47:47
  that.
• 47:47
  That's
• 47:47
  a,
• 47:48
  a
• 47:48
  really
• 47:48
  good
• 47:48
  thing.
• 47:48
  So,
• 47:49
  onto
• 47:49
  my
• 47:49
  decision
• 47:50
  scenario,
• 47:50
  and
• 47:50
  for
• 47:50
  everyone
• 47:51
  listening,
• 47:52
  I'll
• 47:52
  give
• 47:52
  you
• 47:52
  a
• 47:52
  scenario.
• 47:53
  Uh,
• 47:53
  mark
• 47:54
  will
• 47:54
  then
• 47:54
  give
• 47:54
  me
• 47:54
  an
• 47:54
  answer,
• 47:55
  not
• 47:55
  on
• 47:55
  the
• 47:55
  episode.
• 47:56
  He'll
• 47:56
  then
• 47:57
  gimme
• 47:57
  an
• 47:58
  answer.
• 47:58
  Uh,
• 47:59
  and
• 47:59
  explain
• 47:59
  why
• 47:59
  that's
• 48:00
  the
• 48:00
  answer,
• 48:00
  and
• 48:00
  then
• 48:00
  I
• 48:01
  will
• 48:01
  go
• 48:01
  through
• 48:01
  that
• 48:01
  in
• 48:01
  the
• 48:01
  next
• 48:02
  episode.
• 48:02
  So
• 48:02
  you'd
• 48:03
  obviously
• 48:03
  have
• 48:03
  to
• 48:03
  tune
• 48:03
  into
• 48:04
  the
• 48:04
  next
• 48:04
  episode
• 48:04
  to
• 48:04
  find
• 48:05
  out
• 48:06
  what
• 48:06
  he
• 48:06
  says.
• 48:06
  So
• 48:06
  the
• 48:06
  scenario
• 48:07
  is
• 48:07
  this,
• 48:08
  you
• 48:08
  are
• 48:08
  at
• 48:09
  a
• 48:09
  critical
• 48:09
  juncture
• 48:10
  where
• 48:10
  you've
• 48:10
  developed
• 48:11
  a
• 48:11
  functional
• 48:11
  prototype
• 48:12
  of
• 48:13
  your
• 48:13
  MedTech
• 48:14
  device.
• 48:14
  So
• 48:14
  that's
• 48:14
  exactly
• 48:15
  what
• 48:15
  Mark
• 48:15
  was
• 48:15
  talking
• 48:15
  about,
• 48:16
  an
• 48:16
  MVP.
• 48:17
  But
• 48:17
  you're
• 48:17
  ensure
• 48:18
  about
• 48:18
  the
• 48:18
  next
• 48:18
  step,
• 48:19
  should
• 48:19
  it
• 48:19
  be
• 48:19
  securing
• 48:20
  funding
• 48:20
  or
• 48:20
  pursuing
• 48:21
  clinical
• 48:21
  trials
• 48:22
  to
• 48:22
  validate
• 48:22
  your
• 48:22
  product.
• 48:22
  So
• 48:23
  which
• 48:23
  option
• 48:23
  do
• 48:23
  you
• 48:23
  choose?
• 48:24
  Do
• 48:24
  you
• 48:24
  a.
• 48:25
  Focus
• 48:26
  solely
• 48:26
  on
• 48:26
  securing
• 48:27
  funding
• 48:27
  to
• 48:28
  scale
• 48:28
  production.
• 48:29
  Do
• 48:29
  you
• 48:29
  be
• 48:29
  invest
• 48:30
  time
• 48:30
  in
• 48:30
  clinical
• 48:30
  trials
• 48:31
  to
• 48:31
  validate
• 48:32
  the
• 48:32
  prototype
• 48:32
  before
• 48:32
  seeking
• 48:33
  funding?
• 48:34
  Do
• 48:34
  you
• 48:34
  see
• 48:35
  split
• 48:35
  your
• 48:35
  efforts
• 48:36
  evenly
• 48:37
  between
• 48:37
  securing
• 48:38
  funding
• 48:38
  and
• 48:38
  conducting
• 48:39
  clinical
• 48:39
  trials,
• 48:40
  or
• 48:40
  do
• 48:40
  you
• 48:40
  de
• 48:41
  seek
• 48:41
  partnership
• 48:42
  with
• 48:42
  a
• 48:42
  larger
• 48:43
  institution
• 48:43
  that
• 48:43
  can
• 48:44
  provide
• 48:44
  both
• 48:44
  funding
• 48:45
  and
• 48:45
  validation
• 48:46
  of
• 48:47
  the
• 48:47
  idea?
• 48:48
  So.
• 48:49
  We're
• 48:49
  not,
• 48:49
  I'm
• 48:49
  not
• 48:49
  gonna
• 48:49
  get
• 48:50
  into
• 48:50
  it
• 48:50
  'cause
• 48:50
  I
• 48:50
  know
• 48:51
  Mark
• 48:51
  could
• 48:51
  answer
• 48:51
  it
• 48:51
  quite
• 48:51
  clearly
• 48:52
  and
• 48:52
  easily
• 48:53
  now,
• 48:53
  but
• 48:53
  then
• 48:54
  you
• 48:54
  won't
• 48:54
  listen
• 48:54
  to
• 48:54
  the
• 48:54
  next
• 48:55
  episode.
• 48:55
  So
• 48:56
  Mark
• 48:56
  will
• 48:56
  answer
• 48:56
  that,
• 48:57
  he'll
• 48:57
  gimme
• 48:57
  the
• 48:58
  rationale
• 48:58
  around
• 48:58
  it,
• 48:59
  and
• 48:59
  then
• 48:59
  I'll
• 48:59
  go
• 48:59
  through
• 49:00
  that
• 49:00
  on
• 49:00
  the
• 49:00
  next
• 49:01
  episode.
• 49:01
  So
• 49:02
  on
• 49:02
  that
• 49:02
  note,
• 49:03
  I
• 49:03
  wanna
• 49:03
  say
• 49:03
  thank
• 49:03
  you
• 49:03
  very
• 49:03
  much
• 49:03
  to
• 49:04
  Mark.
• 49:04
  I've
• 49:04
  been
• 49:05
  actually
• 49:05
  illuminating
• 49:06
  given
• 49:07
  a
• 49:07
  really
• 49:07
  different,
• 49:08
  take
• 49:08
  I
• 49:08
  think
• 49:09
  on
• 49:09
  how
• 49:09
  to
• 49:09
  get
• 49:10
  a
• 49:10
  device,
• 49:11
  from
• 49:12
  concept
• 49:13
  to
• 49:13
  actually
• 49:13
  market
• 49:14
  and
• 49:14
  the
• 49:14
  key
• 49:14
  elements
• 49:15
  that
• 49:15
  you
• 49:15
  may
• 49:15
  need
• 49:15
  to
• 49:16
  take
• 49:16
  into
• 49:16
  account.
• 49:17
  So
• 49:17
  I
• 49:17
  really
• 49:17
  appreciate
• 49:18
  your
• 49:18
  time,
• 49:18
  mark.
• 49:19
  Thank
• 49:19
  you.
• 49:19
  Thank
• 49:19
  you
• 49:19
  for
• 49:20
  having
• 49:20
  me.
• 49:20
  And
• 49:20
  if
• 49:20
  you're
• 49:20
  building
• 49:21
  a
• 49:21
  MedTech
• 49:22
  business
• 49:22
  and
• 49:22
  you're
• 49:23
  not
• 49:23
  sure
• 49:23
  whether
• 49:24
  your
• 49:24
  next
• 49:25
  move
• 49:25
  should
• 49:25
  be
• 49:25
  around
• 49:25
  evidence,
• 49:26
  market
• 49:26
  access,
• 49:27
  commercialization,
• 49:28
  distributor
• 49:29
  strategy,
• 49:30
  or
• 49:30
  adoption.
• 49:31
  Don't
• 49:31
  guess.
• 49:32
  Booker
• 49:32
  Healthcare
• 49:33
  export
• 49:33
  accelerated
• 49:34
  diagnostic
• 49:34
  Call
• 49:34
  with
• 49:35
  me.
• 49:35
  Use
• 49:36
  the
• 49:36
  link
• 49:36
  in
• 49:36
  the
• 49:36
  show
• 49:37
  notes
• 49:37
  and
• 49:37
  in
• 49:37
  that
• 49:37
  session
• 49:38
  I'll
• 49:38
  help
• 49:38
  you
• 49:39
  identify
• 49:39
  the
• 49:39
  specific
• 49:40
  constraints
• 49:41
  blocking
• 49:41
  your
• 49:41
  momentum
• 49:42
  and
• 49:42
  the
• 49:42
  commercial
• 49:42
  move,
• 49:43
  most
• 49:43
  likely
• 49:44
  to
• 49:44
  unlock
• 49:44
  your
• 49:45
  progress.
• 49:45
  Until
• 49:46
  next
• 49:46
  time.
• 49:46
  Thanks
• 49:47
  for
• 49:47
  listening.
• 49:47
  Keep
• 49:48
  challenging
• 49:48
  your
• 49:49
  assumptions
• 49:50
  and
• 49:50
  keep
• 49:50
  growing.