Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #196 | Why Clinicians Fail to Adopt Innovative Medical Devices And How To Engage Behavior Change for Success In Your Export Business

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#196 | Why Clinicians Fail to Adopt Innovative Medical Devices And How To Engage Behavior Change for Success In Your Export Business · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  In
• 0:00
  this
• 0:00
  episode,
• 0:00
  you'll
• 0:01
  find
• 0:01
  out
• 0:01
  how
• 0:01
  to
• 0:01
  identify
• 0:02
  and
• 0:02
  manage
• 0:03
  barriers
• 0:03
  to
• 0:03
  ensure
• 0:04
  that
• 0:04
  your
• 0:04
  medical
• 0:04
  device
• 0:05
  achieves
• 0:06
  successful
• 0:06
  adoption
• 0:07
  Welcome
• 0:07
  to
• 0:08
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:09
  podcast
• 0:10
  helping
• 0:11
  clinicians
• 0:11
  simplify
• 0:12
  your
• 0:12
  go
• 0:12
  to
• 0:12
  market
• 0:13
  strategy
• 0:13
  so
• 0:13
  that
• 0:14
  you
• 0:14
  can
• 0:14
  stop
• 0:14
  guessing
• 0:15
  and
• 0:15
  turn
• 0:16
  your
• 0:16
  working
• 0:16
  prototypes
• 0:17
  into
• 0:17
  international
• 0:18
  MedTech
• 0:18
  businesses.
• 0:19
  i'm
• 0:20
  your
• 0:20
  host,
• 0:20
  Hakeem
• 0:20
  Aade.
• 0:21
  Let's
• 0:22
  get
• 0:22
  started.
• 0:23
  So
• 0:23
  today
• 0:24
  we're
• 0:24
  getting
• 0:25
  into
• 0:25
  why
• 0:25
  clinically
• 0:26
  sound
• 0:26
  medical
• 0:27
  devices
• 0:27
  still
• 0:28
  fail
• 0:28
  to
• 0:28
  get
• 0:28
  adopted.
• 0:29
  Even
• 0:30
  with
• 0:30
  good
• 0:30
  data,
• 0:31
  even
• 0:31
  with
• 0:31
  good
• 0:31
  pilots,
• 0:32
  and
• 0:32
  even
• 0:33
  with
• 0:33
  approvals,
• 0:34
  this
• 0:34
  episode
• 0:35
  is
• 0:35
  about
• 0:35
  the
• 0:35
  gap
• 0:35
  between
• 0:36
  evidence
• 0:36
  and
• 0:36
  execution
• 0:37
  and
• 0:37
  why
• 0:37
  adoption
• 0:38
  is
• 0:38
  a
• 0:38
  system
• 0:39
  problem
• 0:39
  and
• 0:39
  not
• 0:39
  necessarily
• 0:40
  a
• 0:40
  product
• 0:41
  problem.
• 0:42
  In
• 0:42
  this
• 0:42
  episode,
• 0:43
  what
• 0:43
  you're
• 0:43
  going
• 0:43
  to
• 0:43
  learn
• 0:44
  is,
• 0:44
  number
• 0:44
  one,
• 0:45
  why
• 0:45
  clinically
• 0:46
  brilliant
• 0:46
  medical
• 0:46
  devices
• 0:47
  still
• 0:47
  stall
• 0:47
  after
• 0:48
  pilots
• 0:49
  and
• 0:49
  why
• 0:49
  the
• 0:49
  problem
• 0:49
  is
• 0:50
  almost
• 0:50
  never
• 0:51
  the
• 0:51
  product,
• 0:52
  if
• 0:52
  the
• 0:52
  commercial
• 0:52
  thinking
• 0:53
  behind
• 0:53
  it.
• 0:54
  And
• 0:54
  number
• 0:54
  two,
• 0:55
  how
• 0:55
  to
• 0:55
  move
• 0:55
  from
• 0:55
  evidence
• 0:56
  to
• 0:56
  real
• 0:56
  world
• 0:57
  use
• 0:57
  and
• 0:57
  what
• 0:58
  hospitals
• 0:58
  actually
• 0:59
  need
• 0:59
  to
• 0:59
  change
• 1:00
  behavior,
• 1:00
  not
• 1:01
  what
• 1:01
  founders
• 1:01
  assume
• 1:02
  they
• 1:02
  need.
• 1:03
  And
• 1:03
  number
• 1:03
  three.
• 1:04
  Where
• 1:04
  clinical
• 1:05
  founders
• 1:05
  should
• 1:05
  focus
• 1:06
  first
• 1:06
  to
• 1:06
  scale
• 1:07
  internationally,
• 1:08
  so
• 1:08
  you
• 1:08
  stop
• 1:08
  guessing,
• 1:09
  stop
• 1:09
  burning
• 1:10
  cash,
• 1:10
  and
• 1:11
  start
• 1:11
  building
• 1:12
  traction
• 1:12
  that
• 1:12
  travels.
• 1:13
  And
• 1:13
  to
• 1:14
  help
• 1:14
  me
• 1:14
  do
• 1:14
  that,
• 1:15
  I'm
• 1:15
  joined
• 1:15
  by
• 1:15
  Julia
• 1:16
  Morse
• 1:16
  from
• 1:17
  the
• 1:17
  Center
• 1:17
  for
• 1:17
  Implementation,
• 1:18
  and
• 1:19
  she
• 1:19
  works
• 1:19
  with
• 1:20
  teams
• 1:20
  worldwide
• 1:21
  who
• 1:21
  are
• 1:21
  trying
• 1:21
  to
• 1:21
  turn
• 1:22
  evidence
• 1:22
  into
• 1:23
  real
• 1:23
  world
• 1:23
  change,
• 1:24
  emphasis
• 1:24
  on
• 1:25
  word
• 1:25
  change.
• 1:26
  And
• 1:26
  she's
• 1:26
  blunt
• 1:26
  about.
• 1:27
  Where
• 1:28
  things
• 1:29
  actually
• 1:29
  break
• 1:30
  down.
• 1:30
  So
• 1:30
  welcome
• 1:31
  to
• 1:31
  the
• 1:31
  show,
• 1:31
  Julia.
• 1:33
  Thank
• 1:33
  you
• 1:33
  so
• 1:33
  much
• 1:34
  for
• 1:34
  having
• 1:34
  me.
• 1:34
  I'm
• 1:34
  so
• 1:35
  excited
• 1:35
  to
• 1:35
  be
• 1:35
  here,
• 1:36
  um,
• 1:36
  and
• 1:36
  to
• 1:36
  connect
• 1:37
  with
• 1:37
  lots
• 1:37
  of
• 1:37
  people
• 1:37
  who
• 1:38
  are
• 1:38
  implementing
• 1:38
  exciting
• 1:39
  things
• 1:39
  out
• 1:39
  there
• 1:39
  in
• 1:39
  the
• 1:39
  system.
• 1:40
  Exactly.
• 1:41
  So
• 1:41
  we're,
• 1:41
  we're,
• 1:41
  we're
• 1:41
  looking
• 1:42
  forward
• 1:42
  and
• 1:42
  I
• 1:43
  know
• 1:43
  we
• 1:43
  will
• 1:43
  be
• 1:43
  getting
• 1:43
  a
• 1:43
  very
• 1:44
  practical
• 1:44
  session
• 1:45
  today.
• 1:45
  I
• 1:45
  think
• 1:45
  you're
• 1:46
  described
• 1:46
  with
• 1:46
  a
• 1:46
  rogue
• 1:47
  scientist.
• 1:47
  So
• 1:48
  why
• 1:48
  are
• 1:48
  you
• 1:48
  described
• 1:48
  as
• 1:48
  a
• 1:48
  rogue
• 1:49
  scientist?
• 1:49
  I'm,
• 1:49
  interested
• 1:50
  in
• 1:50
  that.
• 1:50
  That
• 1:50
  is
• 1:51
  a
• 1:51
  great
• 1:51
  question.
• 1:52
  It
• 1:52
  sort
• 1:52
  of
• 1:53
  was
• 1:53
  a
• 1:53
  joke
• 1:53
  several
• 1:53
  years
• 1:54
  ago
• 1:54
  and
• 1:54
  now
• 1:54
  is
• 1:54
  officially
• 1:55
  the
• 1:55
  way
• 1:55
  we
• 1:55
  get
• 1:55
  introduced
• 1:56
  So
• 1:56
  I
• 1:56
  was
• 1:56
  originally
• 1:57
  trained,
• 1:58
  um,
• 1:58
  like
• 1:58
  have
• 1:58
  a
• 1:58
  PhD
• 1:59
  in
• 1:59
  essentially
• 2:00
  implementation
• 2:00
  science,
• 2:01
  which
• 2:01
  is
• 2:01
  the
• 2:01
  science
• 2:02
  of
• 2:02
  how
• 2:03
  we
• 2:03
  implement
• 2:04
  things.
• 2:05
  At
• 2:05
  the
• 2:05
  individual
• 2:06
  organizational
• 2:06
  and
• 2:07
  system
• 2:07
  level.
• 2:08
  So
• 2:08
  it's
• 2:08
  kinda
• 2:08
  like
• 2:08
  how
• 2:09
  do
• 2:09
  we
• 2:09
  take,
• 2:09
  for
• 2:09
  example,
• 2:10
  new
• 2:10
  tech
• 2:10
  interventions
• 2:11
  in
• 2:11
  healthcare
• 2:12
  and
• 2:12
  have
• 2:12
  them
• 2:12
  implemented
• 2:13
  so
• 2:13
  that
• 2:13
  people
• 2:13
  use
• 2:14
  them,
• 2:14
  organizations
• 2:15
  adopt
• 2:15
  and
• 2:15
  use
• 2:15
  them,
• 2:16
  and
• 2:16
  sometimes
• 2:16
  even
• 2:17
  entire
• 2:17
  systems
• 2:18
  adopt
• 2:18
  and
• 2:19
  use
• 2:19
  'em.
• 2:19
  And
• 2:19
  so
• 2:19
  this
• 2:20
  is
• 2:20
  like
• 2:20
  the
• 2:20
  science
• 2:20
  of
• 2:21
  how
• 2:21
  we
• 2:21
  make
• 2:21
  that
• 2:21
  happen.
• 2:22
  I
• 2:22
  was
• 2:22
  trained
• 2:22
  to
• 2:22
  be
• 2:22
  a
• 2:22
  researcher.
• 2:23
  I
• 2:24
  abandoned
• 2:24
  ship
• 2:24
  and
• 2:25
  became
• 2:25
  pretty
• 2:25
  much
• 2:26
  obsessed
• 2:26
  with
• 2:27
  how
• 2:27
  do
• 2:27
  we
• 2:27
  take
• 2:28
  the
• 2:28
  research
• 2:29
  on
• 2:29
  how
• 2:29
  to
• 2:29
  implement
• 2:29
  things
• 2:30
  and
• 2:30
  bring
• 2:30
  it
• 2:30
  to
• 2:30
  the
• 2:31
  people
• 2:31
  who
• 2:31
  are
• 2:31
  on
• 2:31
  the
• 2:31
  ground
• 2:32
  actually
• 2:32
  implementing
• 2:33
  and
• 2:33
  scaling
• 2:33
  things.
• 2:34
  So
• 2:34
  I
• 2:34
  don't
• 2:34
  do
• 2:35
  research
• 2:35
  anymore.
• 2:35
  I
• 2:36
  spend
• 2:36
  all
• 2:36
  my
• 2:36
  time
• 2:37
  taking
• 2:37
  research,
• 2:38
  making
• 2:38
  it
• 2:38
  practical
• 2:39
  and
• 2:39
  useful
• 2:39
  for
• 2:39
  people
• 2:40
  who
• 2:40
  are
• 2:40
  implementing
• 2:41
  things
• 2:41
  in
• 2:41
  the
• 2:41
  system.
• 2:42
  So
• 2:42
  kind
• 2:42
  of
• 2:42
  a
• 2:42
  rogue
• 2:43
  scientist
• 2:43
  was
• 2:43
  what
• 2:44
  other
• 2:44
  scientists
• 2:45
  called
• 2:45
  us.
• 2:45
  Okay,
• 2:46
  not
• 2:46
  a
• 2:46
  problem.
• 2:47
  That's
• 2:47
  a
• 2:47
  good
• 2:47
  place
• 2:48
  in
• 2:48
  which
• 2:48
  to
• 2:48
  start
• 2:48
  and
• 2:48
  exactly
• 2:49
  what
• 2:49
  we
• 2:49
  we're
• 2:49
  here
• 2:49
  for
• 2:50
  today.
• 2:50
  So
• 2:51
  let's
• 2:51
  kick
• 2:51
  off
• 2:52
  with
• 2:52
  that.
• 2:52
  What
• 2:52
  people,
• 2:53
  well,
• 2:53
  I
• 2:53
  dunno
• 2:53
  if
• 2:54
  people
• 2:54
  call
• 2:54
  it,
• 2:54
  but
• 2:54
  I
• 2:54
  call
• 2:55
  it
• 2:55
  the
• 2:55
  adoption
• 2:55
  gap.
• 2:56
  Yes.
• 2:56
  Uh,
• 2:56
  you
• 2:56
  know,
• 2:57
  why
• 2:57
  is
• 2:57
  it,
• 2:58
  in
• 2:58
  your
• 2:58
  opinion,
• 2:59
  in
• 2:59
  your
• 2:59
  experience,
• 3:00
  more
• 3:00
  importantly,
• 3:01
  that
• 3:01
  so
• 3:01
  many
• 3:01
  clinically
• 3:02
  sound
• 3:02
  medical
• 3:03
  devices
• 3:04
  stall
• 3:05
  after
• 3:05
  pilots
• 3:05
  or
• 3:06
  early
• 3:06
  trials?
• 3:06
  I
• 3:07
  mean,
• 3:07
  okay,
• 3:08
  so
• 3:08
  there's
• 3:08
  so
• 3:08
  many
• 3:09
  different
• 3:09
  reasons
• 3:09
  they
• 3:10
  can
• 3:10
  stall,
• 3:10
  right?
• 3:10
  So
• 3:10
  like,
• 3:11
  I
• 3:11
  think
• 3:11
  we
• 3:11
  can
• 3:11
  kind
• 3:11
  of
• 3:11
  break
• 3:12
  it
• 3:12
  down
• 3:12
  into
• 3:12
  big
• 3:12
  picture
• 3:13
  buckets.
• 3:13
  Sometimes
• 3:14
  the
• 3:14
  thing
• 3:14
  that
• 3:15
  was
• 3:15
  designed
• 3:16
  was
• 3:16
  not
• 3:16
  necessarily
• 3:17
  designed
• 3:18
  for
• 3:18
  the
• 3:18
  people
• 3:19
  and
• 3:19
  the
• 3:19
  systems
• 3:19
  in
• 3:20
  which
• 3:20
  people
• 3:20
  want
• 3:20
  them
• 3:21
  to
• 3:21
  ultimately
• 3:21
  be
• 3:21
  used.
• 3:22
  And
• 3:22
  so,
• 3:23
  um,
• 3:23
  we
• 3:23
  see
• 3:23
  examples
• 3:24
  where
• 3:24
  people
• 3:24
  design
• 3:25
  something.
• 3:25
  But
• 3:25
  my
• 3:25
  colleague
• 3:26
  has
• 3:26
  this
• 3:26
  great
• 3:26
  example
• 3:27
  where
• 3:27
  people
• 3:27
  had
• 3:27
  designed
• 3:28
  a
• 3:28
  bicycle
• 3:29
  with
• 3:30
  a
• 3:30
  video
• 3:30
  screen.
• 3:31
  For
• 3:31
  people
• 3:32
  in
• 3:32
  long-term
• 3:32
  care
• 3:33
  homes
• 3:33
  to
• 3:33
  get
• 3:33
  them
• 3:34
  more
• 3:34
  active
• 3:35
  and
• 3:36
  seeing
• 3:36
  images
• 3:37
  that
• 3:37
  revisit
• 3:38
  stuff
• 3:38
  from
• 3:38
  their
• 3:39
  childhood
• 3:39
  to
• 3:39
  kind
• 3:40
  of
• 3:40
  like
• 3:40
  create
• 3:40
  this
• 3:41
  different
• 3:41
  emotional
• 3:41
  experience.
• 3:42
  They
• 3:42
  did
• 3:42
  all
• 3:43
  this
• 3:43
  work.
• 3:43
  They
• 3:43
  did
• 3:43
  this
• 3:44
  pilot
• 3:44
  and
• 3:44
  all
• 3:44
  this
• 3:44
  stuff,
• 3:45
  but
• 3:45
  they'd
• 3:45
  failed
• 3:45
  to
• 3:45
  see
• 3:46
  that
• 3:46
  the
• 3:46
  reality
• 3:47
  of
• 3:47
  long-term
• 3:48
  care
• 3:48
  homes
• 3:48
  is
• 3:49
  that.
• 3:49
  This
• 3:50
  isn't
• 3:50
  really
• 3:50
  gonna
• 3:51
  be
• 3:51
  a
• 3:51
  super
• 3:51
  practical
• 3:52
  and
• 3:52
  useful
• 3:52
  thing
• 3:53
  in
• 3:53
  long-term
• 3:53
  care
• 3:53
  homes.
• 3:54
  I
• 3:54
  think
• 3:54
  that
• 3:54
  there's
• 3:54
  a
• 3:54
  lot
• 3:55
  of
• 3:55
  stuff
• 3:55
  going
• 3:55
  on.
• 3:56
  It's
• 3:56
  a
• 3:56
  lot
• 3:56
  of
• 3:56
  work
• 3:56
  to
• 3:57
  get,
• 3:57
  um,
• 3:58
  older
• 3:58
  adults
• 3:58
  onto
• 3:59
  these
• 3:59
  bikes,
• 3:59
  to
• 3:59
  have
• 3:59
  people
• 4:00
  monitoring
• 4:00
  them,
• 4:00
  making
• 4:01
  sure
• 4:01
  they're
• 4:01
  safe
• 4:01
  and
• 4:02
  that
• 4:02
  not
• 4:02
  everyone
• 4:03
  has
• 4:03
  had
• 4:03
  a
• 4:03
  childhood
• 4:04
  experience
• 4:04
  of
• 4:04
  riding
• 4:05
  a
• 4:05
  bike.
• 4:05
  That
• 4:05
  kind
• 4:05
  of
• 4:05
  resonated
• 4:06
  with
• 4:06
  us.
• 4:06
  So
• 4:06
  there
• 4:06
  was
• 4:06
  a
• 4:07
  disconnect
• 4:07
  between
• 4:07
  like
• 4:08
  the
• 4:08
  end
• 4:08
  users
• 4:09
  and
• 4:09
  the
• 4:09
  setting
• 4:09
  and
• 4:09
  what
• 4:10
  they've
• 4:10
  built.
• 4:10
  But
• 4:10
  then
• 4:11
  there's
• 4:11
  actually
• 4:11
  a
• 4:11
  huge
• 4:12
  number
• 4:12
  of
• 4:12
  times
• 4:13
  where
• 4:13
  I
• 4:13
  think
• 4:13
  it's
• 4:13
  the
• 4:13
  opposite,
• 4:14
  where
• 4:14
  people
• 4:14
  have
• 4:14
  built
• 4:14
  something
• 4:15
  brilliant.
• 4:16
  Then
• 4:16
  there
• 4:16
  are
• 4:16
  barriers
• 4:17
  to
• 4:17
  getting
• 4:17
  it
• 4:17
  adopted
• 4:18
  and
• 4:18
  used
• 4:19
  because
• 4:19
  people
• 4:19
  have
• 4:19
  not
• 4:20
  thought
• 4:20
  of
• 4:20
  the
• 4:20
  barriers
• 4:21
  and
• 4:21
  facilitators
• 4:22
  at
• 4:22
  that
• 4:22
  individual
• 4:23
  organizational
• 4:24
  and
• 4:24
  system
• 4:25
  level
• 4:25
  to
• 4:26
  get
• 4:26
  people
• 4:26
  to
• 4:26
  use
• 4:26
  it.
• 4:26
  And
• 4:27
  we
• 4:27
  assume
• 4:27
  that
• 4:27
  if
• 4:27
  we
• 4:27
  just
• 4:27
  like
• 4:28
  give
• 4:28
  it
• 4:28
  to
• 4:28
  them,
• 4:29
  they're
• 4:29
  gonna
• 4:29
  start
• 4:29
  seeing
• 4:30
  how
• 4:30
  amazing
• 4:30
  it
• 4:30
  is.
• 4:31
  But
• 4:31
  actually
• 4:32
  there's
• 4:32
  a
• 4:32
  lot
• 4:32
  of
• 4:32
  barriers
• 4:33
  to
• 4:33
  making
• 4:33
  change
• 4:34
  happen.
• 4:34
  And
• 4:34
  so
• 4:34
  we
• 4:34
  need
• 4:34
  to
• 4:35
  unpack
• 4:35
  what
• 4:35
  those
• 4:35
  barriers
• 4:36
  are
• 4:36
  to
• 4:36
  support
• 4:37
  people
• 4:37
  to
• 4:37
  actually
• 4:37
  implement.
• 4:38
  These
• 4:38
  amazing
• 4:39
  interventions
• 4:40
  that
• 4:40
  we
• 4:40
  have.
• 4:40
  Excellent.
• 4:41
  Yeah,
• 4:41
  I
• 4:41
  think
• 4:41
  those
• 4:42
  are
• 4:42
  two.
• 4:42
  Um,
• 4:43
  interesting
• 4:44
  example
• 4:44
  from
• 4:44
  two
• 4:45
  separate
• 4:45
  kind
• 4:45
  of
• 4:46
  areas,
• 4:46
  aren't
• 4:46
  there
• 4:46
  one
• 4:46
  whereby,
• 4:48
  uh.
• 4:48
  People
• 4:49
  think
• 4:49
  it's
• 4:50
  a
• 4:50
  great
• 4:50
  idea,
• 4:50
  but
• 4:50
  haven't
• 4:51
  actually,
• 4:51
  uh,
• 4:52
  really
• 4:52
  thought
• 4:52
  about
• 4:53
  exactly
• 4:53
  where
• 4:54
  they
• 4:54
  should
• 4:54
  use
• 4:54
  it
• 4:55
  and,
• 4:55
  and
• 4:55
  that
• 4:55
  disconnect,
• 4:56
  as
• 4:56
  you
• 4:56
  said.
• 4:56
  And
• 4:56
  then
• 4:56
  the
• 4:56
  second
• 4:57
  one,
• 4:57
  whereby
• 4:57
  actually
• 4:58
  everyone
• 4:58
  thinks
• 4:58
  it's
• 4:59
  a
• 4:59
  great
• 4:59
  idea,
• 5:00
  but
• 5:00
  you
• 5:00
  haven't
• 5:00
  actually,
• 5:01
  uh,
• 5:02
  identified
• 5:03
  exactly
• 5:04
  with
• 5:04
  whom
• 5:05
  and
• 5:05
  where
• 5:06
  it's
• 5:06
  gonna
• 5:06
  be
• 5:06
  placed.
• 5:07
  Uh,
• 5:07
  and
• 5:07
  those
• 5:08
  people
• 5:08
  that
• 5:08
  are
• 5:08
  gonna
• 5:08
  be
• 5:08
  using
• 5:09
  it
• 5:09
  haven't
• 5:09
  actually
• 5:09
  identified
• 5:10
  out
• 5:10
  the
• 5:10
  problem
• 5:11
  as
• 5:11
  yet.
• 5:11
  So
• 5:12
  in
• 5:12
  terms
• 5:12
  of
• 5:12
  the
• 5:12
  barriers,
• 5:13
  if,
• 5:13
  if,
• 5:14
  because
• 5:14
  obviously
• 5:14
  the
• 5:14
  people
• 5:15
  listening
• 5:15
  to
• 5:15
  this
• 5:15
  are
• 5:15
  founders,
• 5:16
  what?
• 5:16
  Yeah.
• 5:17
  If
• 5:18
  the,
• 5:18
  the,
• 5:18
  the
• 5:18
  barrier
• 5:19
  that
• 5:19
  you've
• 5:19
  seen
• 5:20
  or
• 5:20
  the
• 5:20
  mistakes
• 5:21
  or
• 5:21
  the
• 5:21
  reason
• 5:22
  for
• 5:22
  the
• 5:22
  disconnects,
• 5:24
  uh,
• 5:24
  that
• 5:24
  occurs
• 5:25
  with
• 5:25
  founders
• 5:25
  when
• 5:25
  they
• 5:26
  think,
• 5:26
  Eureka,
• 5:27
  this
• 5:27
  is
• 5:27
  a,
• 5:27
  this
• 5:27
  is
• 5:27
  a
• 5:28
  problem.
• 5:28
  This
• 5:28
  is
• 5:28
  a
• 5:28
  great
• 5:29
  idea.
• 5:29
  I'm
• 5:29
  gonna
• 5:29
  produce
• 5:29
  something
• 5:30
  for
• 5:30
  that.
• 5:30
  What,
• 5:30
  what,
• 5:30
  what
• 5:31
  are
• 5:31
  the,
• 5:31
  what
• 5:31
  are
• 5:31
  the
• 5:31
  gaps
• 5:32
  that
• 5:32
  they're,
• 5:32
  that
• 5:32
  they're
• 5:32
  missing?
• 5:33
  So
• 5:33
  I
• 5:33
  think
• 5:33
  the
• 5:34
  key
• 5:34
  thing
• 5:34
  is
• 5:34
  to,
• 5:35
  to
• 5:35
  first
• 5:35
  recognize
• 5:36
  that.
• 5:36
  Asking
• 5:37
  people
• 5:37
  to
• 5:37
  adopt
• 5:37
  a
• 5:37
  new
• 5:38
  thing
• 5:38
  and
• 5:38
  asking
• 5:39
  people
• 5:39
  to
• 5:39
  change
• 5:39
  their
• 5:40
  behavior
• 5:40
  is
• 5:40
  hard.
• 5:41
  And
• 5:41
  we
• 5:41
  often
• 5:42
  don't
• 5:42
  think
• 5:42
  about
• 5:42
  new
• 5:42
  tech
• 5:43
  interventions
• 5:43
  as
• 5:43
  like
• 5:44
  a
• 5:44
  behavior
• 5:44
  change,
• 5:45
  but
• 5:45
  that's
• 5:45
  literally
• 5:46
  what
• 5:46
  it
• 5:46
  is,
• 5:46
  right?
• 5:47
  Whether
• 5:47
  it's,
• 5:48
  say
• 5:48
  it's
• 5:48
  an
• 5:48
  app,
• 5:48
  say
• 5:49
  it's
• 5:49
  an
• 5:49
  app
• 5:49
  that
• 5:49
  you
• 5:50
  want
• 5:50
  patients
• 5:51
  to
• 5:51
  be
• 5:51
  using
• 5:52
  to
• 5:52
  track
• 5:52
  their
• 5:52
  data,
• 5:53
  and
• 5:53
  that
• 5:53
  clinicians
• 5:54
  can
• 5:54
  remotely
• 5:55
  access
• 5:55
  that
• 5:55
  data
• 5:56
  and
• 5:56
  use
• 5:56
  that
• 5:56
  data,
• 5:57
  right?
• 5:57
  So
• 5:58
  I
• 5:58
  think
• 5:58
  that's
• 5:58
  a
• 5:58
  pretty
• 5:58
  common
• 5:59
  tech
• 5:59
  intervention
• 6:00
  that's
• 6:00
  happening
• 6:00
  right
• 6:00
  now.
• 6:01
  But
• 6:01
  that
• 6:02
  ultimately
• 6:02
  means
• 6:02
  the
• 6:03
  patient
• 6:03
  and
• 6:03
  their
• 6:03
  families
• 6:04
  often
• 6:04
  have
• 6:04
  to
• 6:04
  change
• 6:05
  their
• 6:05
  behavior,
• 6:06
  start
• 6:06
  entering
• 6:06
  data,
• 6:07
  doing
• 6:07
  things
• 6:07
  consistently,
• 6:08
  and
• 6:08
  you
• 6:08
  need
• 6:09
  a
• 6:09
  clinician
• 6:10
  to
• 6:10
  actually
• 6:10
  go
• 6:11
  say,
• 6:11
  I'm
• 6:11
  gonna
• 6:12
  use
• 6:12
  this
• 6:12
  app,
• 6:12
  talk
• 6:13
  to
• 6:13
  the
• 6:13
  patient
• 6:13
  about
• 6:13
  it,
• 6:14
  check
• 6:14
  that
• 6:14
  data.
• 6:15
  So
• 6:15
  there's
• 6:15
  a
• 6:15
  lot
• 6:15
  of
• 6:15
  behavior
• 6:16
  change
• 6:16
  for
• 6:16
  different
• 6:17
  people
• 6:17
  at
• 6:17
  different
• 6:18
  levels
• 6:18
  of
• 6:18
  the
• 6:18
  system
• 6:19
  and
• 6:19
  in
• 6:19
  a
• 6:20
  healthcare
• 6:20
  system.
• 6:21
  It's
• 6:21
  often
• 6:21
  not
• 6:22
  just
• 6:22
  the
• 6:22
  clinician,
• 6:22
  but
• 6:23
  all
• 6:23
  these
• 6:23
  other
• 6:23
  people,
• 6:24
  administrators
• 6:25
  who
• 6:25
  actually
• 6:25
  have
• 6:26
  to
• 6:26
  do
• 6:26
  a
• 6:26
  lot
• 6:26
  of
• 6:26
  things
• 6:26
  too.
• 6:27
  So
• 6:27
  I
• 6:27
  think
• 6:27
  that
• 6:27
  we
• 6:28
  fail
• 6:28
  to
• 6:28
  figure
• 6:28
  out
• 6:28
  who
• 6:29
  are
• 6:29
  all
• 6:29
  of
• 6:29
  the
• 6:29
  people
• 6:30
  who
• 6:30
  are
• 6:30
  being
• 6:30
  asked
• 6:30
  to
• 6:31
  change.
• 6:31
  We
• 6:31
  like
• 6:31
  to
• 6:31
  call
• 6:31
  those
• 6:32
  the
• 6:32
  who's
• 6:32
  So
• 6:32
  like,
• 6:33
  who
• 6:33
  are
• 6:33
  all
• 6:33
  the
• 6:33
  who's,
• 6:34
  what
• 6:34
  are
• 6:34
  we
• 6:34
  asking
• 6:35
  them
• 6:35
  to
• 6:35
  do
• 6:35
  differently?
• 6:36
  And
• 6:36
  really
• 6:36
  clearly
• 6:37
  thinking
• 6:37
  about
• 6:38
  what
• 6:38
  is
• 6:38
  the
• 6:38
  thing
• 6:39
  we
• 6:39
  want
• 6:39
  them
• 6:39
  to
• 6:39
  do
• 6:39
  differently?
• 6:40
  What
• 6:40
  is
• 6:40
  that
• 6:40
  behavior
• 6:41
  change?
• 6:41
  And
• 6:41
  then
• 6:42
  unpacking
• 6:43
  what
• 6:43
  are
• 6:43
  their
• 6:43
  barriers
• 6:44
  to
• 6:44
  making
• 6:45
  that
• 6:45
  change.
• 6:45
  And
• 6:46
  so
• 6:46
  humans
• 6:47
  love
• 6:47
  to
• 6:47
  believe.
• 6:48
  If
• 6:49
  we
• 6:49
  just
• 6:50
  educate
• 6:50
  and
• 6:50
  train
• 6:51
  people,
• 6:51
  they
• 6:51
  will
• 6:51
  change
• 6:52
  their
• 6:52
  behavior.
• 6:53
  We
• 6:53
  jokingly
• 6:53
  call
• 6:53
  it
• 6:54
  the
• 6:54
  Train
• 6:54
  and
• 6:55
  Pray
• 6:55
  approach
• 6:55
  to
• 6:56
  change.
• 6:56
  Um,
• 6:57
  and,
• 6:58
  but
• 6:58
  we
• 6:58
  know.
• 7:00
  That
• 7:00
  that
• 7:00
  doesn't
• 7:00
  really
• 7:00
  work,
• 7:01
  right?
• 7:01
  That
• 7:02
  only
• 7:02
  works
• 7:03
  if
• 7:03
  the
• 7:03
  only
• 7:04
  barrier
• 7:04
  to
• 7:04
  change
• 7:05
  is
• 7:05
  a
• 7:05
  knowledge
• 7:06
  barrier.
• 7:06
  But
• 7:07
  the
• 7:07
  reality
• 7:07
  is
• 7:07
  people
• 7:07
  have
• 7:08
  emotional
• 7:09
  barriers
• 7:09
  to
• 7:09
  change.
• 7:10
  Maybe
• 7:10
  they're
• 7:10
  like
• 7:10
  not
• 7:11
  confident
• 7:11
  that
• 7:12
  they
• 7:12
  can
• 7:12
  actually
• 7:12
  do
• 7:13
  what
• 7:13
  they're
• 7:13
  being
• 7:13
  asked
• 7:14
  to
• 7:14
  do.
• 7:14
  Maybe.
• 7:15
  They're
• 7:15
  not
• 7:16
  sure
• 7:16
  if
• 7:16
  it's
• 7:16
  even
• 7:16
  their
• 7:16
  job
• 7:17
  to
• 7:17
  monitor,
• 7:18
  you
• 7:18
  know,
• 7:18
  if
• 7:18
  they're
• 7:19
  a
• 7:19
  clinician.
• 7:19
  Is
• 7:19
  it
• 7:19
  really
• 7:19
  my
• 7:20
  job
• 7:20
  to
• 7:20
  monitor
• 7:21
  someone's
• 7:21
  data
• 7:21
  remotely
• 7:22
  in
• 7:22
  between
• 7:23
  things?
• 7:23
  How
• 7:23
  is
• 7:23
  that
• 7:23
  being
• 7:24
  billed?
• 7:24
  How
• 7:24
  am
• 7:24
  I
• 7:24
  being
• 7:24
  paid
• 7:25
  for
• 7:25
  that?
• 7:25
  So
• 7:26
  there
• 7:26
  can
• 7:26
  be
• 7:26
  other
• 7:26
  pieces
• 7:27
  that,
• 7:27
  that
• 7:27
  are
• 7:27
  barriers.
• 7:28
  And
• 7:28
  I
• 7:28
  think
• 7:29
  that
• 7:29
  we
• 7:29
  also
• 7:30
  end
• 7:30
  up
• 7:30
  with,
• 7:30
  those
• 7:30
  are
• 7:30
  individual
• 7:31
  barriers
• 7:31
  and
• 7:31
  we
• 7:32
  end
• 7:32
  up
• 7:32
  with
• 7:32
  organizational
• 7:33
  and
• 7:33
  system
• 7:34
  barriers.
• 7:34
  When
• 7:34
  people
• 7:35
  try
• 7:35
  to
• 7:35
  go
• 7:35
  and
• 7:36
  implement
• 7:36
  a
• 7:36
  thing
• 7:37
  in
• 7:37
  an
• 7:37
  existing
• 7:38
  people
• 7:38
  have
• 7:38
  an
• 7:38
  existing
• 7:39
  electronic
• 7:39
  health
• 7:40
  record,
• 7:40
  how
• 7:40
  does
• 7:41
  this
• 7:41
  integrate
• 7:42
  with
• 7:42
  that
• 7:42
  health
• 7:43
  record?
• 7:43
  How
• 7:43
  does
• 7:44
  it
• 7:44
  not
• 7:44
  integrate?
• 7:45
  His
• 7:45
  leadership
• 7:46
  on
• 7:46
  board
• 7:46
  with
• 7:46
  doing
• 7:47
  this.
• 7:47
  And
• 7:47
  so
• 7:48
  when
• 7:49
  we
• 7:49
  stop
• 7:50
  and
• 7:50
  use
• 7:50
  something
• 7:51
  like
• 7:51
  implementation
• 7:52
  science
• 7:52
  and
• 7:52
  the
• 7:52
  different
• 7:53
  frameworks
• 7:53
  it
• 7:53
  gives
• 7:54
  us
• 7:54
  to
• 7:54
  say,
• 7:55
  what
• 7:55
  are
• 7:55
  the
• 7:55
  kinds
• 7:55
  of
• 7:55
  barriers
• 7:56
  we
• 7:56
  start
• 7:57
  recognizing
• 7:58
  we're
• 7:58
  asking
• 7:58
  people
• 7:59
  to
• 7:59
  change.
• 7:59
  They
• 8:00
  have
• 8:00
  legitimate
• 8:01
  barriers
• 8:01
  and
• 8:02
  facilitators
• 8:03
  to
• 8:03
  change,
• 8:03
  and
• 8:04
  then
• 8:04
  we
• 8:04
  can
• 8:04
  start
• 8:04
  addressing
• 8:05
  those
• 8:05
  barriers
• 8:05
  rather
• 8:05
  than
• 8:06
  just
• 8:06
  pretending
• 8:06
  that
• 8:06
  they're
• 8:06
  not
• 8:07
  there.
• 8:07
  Excellent.
• 8:07
  So,
• 8:07
  so
• 8:08
  for
• 8:08
  for
• 8:08
  my
• 8:08
  listeners,
• 8:09
  what
• 8:09
  would
• 8:09
  you
• 8:10
  the,
• 8:10
  the.
• 8:11
  Let's
• 8:11
  say,
• 8:11
  and
• 8:12
  there
• 8:12
  is,
• 8:12
  there's
• 8:12
  a
• 8:12
  listener,
• 8:13
  he's
• 8:13
  got
• 8:13
  a
• 8:13
  working
• 8:14
  prototype,
• 8:14
  or
• 8:14
  she's
• 8:14
  got
• 8:14
  a
• 8:15
  working
• 8:15
  prototype
• 8:15
  they're
• 8:16
  ready
• 8:16
  to
• 8:16
  take
• 8:16
  to
• 8:16
  market.
• 8:17
  They've
• 8:17
  had
• 8:17
  loads
• 8:17
  of
• 8:17
  good
• 8:17
  data.
• 8:18
  What
• 8:19
  would
• 8:19
  your
• 8:20
  your
• 8:20
  first
• 8:21
  advice
• 8:21
  be
• 8:21
  to
• 8:21
  them?
• 8:22
  Do
• 8:22
  this,
• 8:23
  do
• 8:23
  this,
• 8:23
  do
• 8:23
  this,
• 8:24
  and
• 8:24
  don't
• 8:25
  do
• 8:25
  this.
• 8:26
  So
• 8:26
  I
• 8:26
  would
• 8:26
  say
• 8:26
  first
• 8:27
  is,
• 8:27
  who
• 8:28
  are
• 8:28
  all
• 8:28
  the
• 8:28
  people
• 8:28
  who
• 8:28
  are
• 8:28
  being
• 8:29
  asked
• 8:29
  to
• 8:29
  change?
• 8:29
  Step
• 8:30
  one,
• 8:30
  step
• 8:30
  two,
• 8:31
  what
• 8:32
  are
• 8:32
  they
• 8:32
  being
• 8:32
  asked
• 8:33
  to
• 8:33
  do
• 8:34
  differently?
• 8:34
  Step
• 8:35
  three.
• 8:35
  Go
• 8:36
  and
• 8:36
  talk
• 8:37
  to
• 8:37
  those
• 8:38
  people
• 8:39
  and
• 8:39
  find
• 8:39
  out
• 8:40
  what
• 8:40
  are
• 8:40
  their
• 8:40
  barriers
• 8:41
  to
• 8:41
  change.
• 8:41
  A
• 8:42
  little
• 8:42
  kind
• 8:42
  of
• 8:42
  secret
• 8:42
  tip
• 8:43
  here
• 8:43
  is
• 8:44
  if
• 8:44
  you
• 8:44
  ask
• 8:44
  people
• 8:45
  what
• 8:45
  are
• 8:45
  your
• 8:46
  barriers
• 8:46
  to
• 8:47
  doing
• 8:47
  this
• 8:48
  new
• 8:48
  app,
• 8:48
  this
• 8:49
  new
• 8:49
  technology,
• 8:50
  people
• 8:50
  will
• 8:50
  tell
• 8:50
  you
• 8:51
  some
• 8:51
  things,
• 8:51
  but
• 8:52
  people
• 8:52
  are
• 8:52
  a,
• 8:53
  not
• 8:53
  necessarily
• 8:54
  super
• 8:54
  honest.
• 8:55
  Outside
• 8:55
  about
• 8:56
  their
• 8:56
  own
• 8:56
  barriers
• 8:57
  and
• 8:57
  B,
• 8:57
  I
• 8:57
  think
• 8:57
  we're
• 8:57
  not
• 8:58
  super
• 8:58
  honest
• 8:58
  with
• 8:58
  our
• 8:58
  own
• 8:59
  barriers
• 8:59
  internally.
• 9:00
  Like
• 9:00
  if
• 9:00
  I
• 9:01
  ask
• 9:01
  you
• 9:01
  personally
• 9:02
  about
• 9:02
  a
• 9:02
  change
• 9:02
  you're
• 9:02
  working
• 9:02
  on,
• 9:03
  right?
• 9:03
  Like
• 9:03
  I
• 9:03
  hear
• 9:03
  people
• 9:03
  like,
• 9:04
  I
• 9:04
  wanna
• 9:04
  drink
• 9:04
  more
• 9:04
  water,
• 9:05
  I
• 9:05
  wanna
• 9:05
  exercise
• 9:06
  more,
• 9:06
  I
• 9:06
  wanna
• 9:06
  go
• 9:06
  to
• 9:06
  bed
• 9:06
  earlier.
• 9:07
  And
• 9:07
  you
• 9:07
  ask
• 9:07
  people
• 9:08
  their
• 9:08
  barriers.
• 9:08
  I
• 9:08
  don't
• 9:08
  think
• 9:09
  we
• 9:09
  really
• 9:09
  know
• 9:09
  our
• 9:09
  own
• 9:10
  barriers
• 9:10
  all
• 9:10
  the
• 9:11
  time
• 9:11
  to
• 9:11
  doing
• 9:11
  those
• 9:11
  things.
• 9:12
  If
• 9:12
  you
• 9:12
  ask
• 9:13
  people,
• 9:13
  what
• 9:14
  are
• 9:14
  your
• 9:14
  colleagues
• 9:15
  to
• 9:16
  adopting
• 9:16
  this
• 9:16
  thing?
• 9:17
  They
• 9:17
  start
• 9:17
  spilling
• 9:18
  the
• 9:18
  tea
• 9:18
  and
• 9:19
  tell
• 9:19
  you
• 9:19
  so
• 9:19
  many
• 9:20
  things
• 9:20
  that
• 9:21
  you
• 9:21
  would
• 9:21
  not
• 9:21
  believe.
• 9:22
  They
• 9:22
  might
• 9:22
  not
• 9:23
  all
• 9:23
  be
• 9:23
  a
• 9:23
  hundred
• 9:23
  percent
• 9:24
  accurate,
• 9:24
  but
• 9:24
  I
• 9:24
  think
• 9:24
  it
• 9:25
  opens
• 9:25
  the
• 9:25
  door
• 9:26
  to
• 9:26
  a
• 9:26
  different
• 9:26
  way
• 9:27
  of
• 9:27
  thinking
• 9:27
  about
• 9:28
  what
• 9:28
  those
• 9:28
  are.
• 9:28
  I
• 9:28
  think
• 9:29
  that's
• 9:29
  a,
• 9:29
  a
• 9:29
  real.
• 9:30
  Subtle
• 9:31
  but
• 9:31
  critical
• 9:32
  point.
• 9:32
  It's
• 9:32
  almost
• 9:33
  like
• 9:33
  I'm
• 9:33
  asking
• 9:33
  for
• 9:33
  a
• 9:33
  friend.
• 9:34
  It's
• 9:34
  not
• 9:34
  me.
• 9:35
  I
• 9:35
  don't
• 9:35
  have
• 9:35
  these
• 9:35
  problems,
• 9:36
  but
• 9:36
  she
• 9:36
  does,
• 9:37
  he
• 9:37
  does,
• 9:37
  they
• 9:37
  do,
• 9:38
  et
• 9:38
  cetera.
• 9:39
  Uh,
• 9:39
  yeah,
• 9:39
  I,
• 9:39
  I
• 9:39
  think
• 9:39
  that's
• 9:40
  really
• 9:40
  nice.
• 9:41
  Distill
• 9:41
  down.
• 9:41
  So
• 9:41
  who,
• 9:42
  uh,
• 9:43
  are
• 9:43
  the
• 9:43
  people
• 9:43
  that
• 9:44
  you
• 9:44
  want
• 9:44
  to
• 9:44
  change
• 9:45
  and
• 9:45
  who
• 9:45
  are
• 9:45
  gonna
• 9:45
  be
• 9:45
  part
• 9:45
  of
• 9:45
  that
• 9:46
  change?
• 9:46
  What
• 9:46
  is
• 9:47
  it
• 9:47
  that
• 9:47
  needs
• 9:47
  to
• 9:47
  change?
• 9:48
  And
• 9:48
  then
• 9:48
  that
• 9:48
  third
• 9:48
  one,
• 9:49
  I
• 9:49
  think
• 9:49
  is
• 9:49
  a,
• 9:49
  a
• 9:49
  real
• 9:49
  game
• 9:50
  changer,
• 9:50
  is
• 9:51
  what
• 9:51
  are
• 9:51
  your
• 9:51
  colleagues
• 9:52
  barriers
• 9:53
  to
• 9:53
  change?
• 9:53
  So
• 9:53
  all
• 9:53
  the
• 9:54
  listeners,
• 9:54
  make
• 9:54
  sure
• 9:55
  you
• 9:55
  pick,
• 9:55
  take
• 9:56
  those
• 9:56
  three
• 9:56
  things
• 9:57
  before
• 9:58
  you
• 9:58
  stop.
• 10:00
  Wait,
• 10:00
  there's
• 10:00
  a
• 10:00
  fourth
• 10:00
  thing.
• 10:01
  'cause
• 10:01
  I
• 10:01
  think
• 10:01
  it,
• 10:01
  we
• 10:02
  can't
• 10:02
  stop
• 10:02
  there.
• 10:02
  I
• 10:02
  think
• 10:03
  the
• 10:03
  fourth
• 10:03
  thing
• 10:03
  is
• 10:03
  the
• 10:03
  most
• 10:04
  important
• 10:04
  part.
• 10:05
  Then
• 10:05
  we
• 10:06
  need
• 10:06
  strategies
• 10:07
  to
• 10:07
  directly
• 10:07
  address
• 10:08
  those
• 10:08
  barriers
• 10:08
  that
• 10:08
  we
• 10:09
  identify.
• 10:10
  Yeah,
• 10:10
  right.
• 10:10
  So
• 10:11
  education
• 10:12
  is
• 10:12
  a
• 10:12
  great
• 10:12
  strategy.
• 10:13
  If
• 10:13
  knowledge
• 10:14
  is
• 10:14
  the
• 10:14
  problem,
• 10:15
  if
• 10:15
  memory,
• 10:16
  not
• 10:16
  remembering
• 10:17
  to
• 10:17
  do
• 10:17
  something
• 10:17
  is
• 10:17
  the
• 10:17
  problem.
• 10:18
  Reminders
• 10:19
  are
• 10:19
  a
• 10:19
  super
• 10:19
  great
• 10:20
  strategy.
• 10:20
  Yeah,
• 10:21
  but
• 10:21
  guess
• 10:21
  what?
• 10:22
  Reminders
• 10:22
  are
• 10:22
  not
• 10:23
  a
• 10:23
  great
• 10:23
  strategy
• 10:24
  if
• 10:24
  memory
• 10:24
  is
• 10:24
  not
• 10:25
  the
• 10:25
  problem.
• 10:25
  Yeah,
• 10:25
  and
• 10:26
  I'm
• 10:26
  gonna
• 10:26
  give
• 10:26
  a
• 10:26
  weird
• 10:27
  personal
• 10:27
  example
• 10:28
  here.
• 10:28
  Years
• 10:28
  ago
• 10:29
  I
• 10:29
  was
• 10:29
  trying
• 10:29
  to
• 10:29
  floss
• 10:30
  my
• 10:30
  teeth
• 10:30
  more,
• 10:31
  right?
• 10:31
  Like
• 10:31
  you're,
• 10:31
  we're
• 10:32
  all
• 10:32
  supposed
• 10:32
  to
• 10:32
  floss
• 10:32
  every
• 10:32
  day.
• 10:34
  And
• 10:34
  I
• 10:34
  was
• 10:34
  like,
• 10:34
  oh,
• 10:34
  I
• 10:34
  have
• 10:35
  a
• 10:35
  memory
• 10:35
  problem.
• 10:35
  That's
• 10:36
  my
• 10:36
  problem.
• 10:36
  I
• 10:36
  brush
• 10:36
  my
• 10:36
  teeth
• 10:37
  and
• 10:37
  I
• 10:37
  forget
• 10:37
  to
• 10:37
  floss.
• 10:38
  So
• 10:38
  if
• 10:38
  I
• 10:38
  took,
• 10:38
  put
• 10:38
  the
• 10:39
  floss
• 10:39
  on
• 10:40
  my
• 10:40
  counter
• 10:41
  to
• 10:41
  remember.
• 10:42
  I'm
• 10:42
  gonna
• 10:43
  overcome
• 10:43
  this
• 10:43
  barrier.
• 10:44
  And
• 10:44
  guess
• 10:44
  what?
• 10:45
  Night
• 10:45
  after
• 10:45
  night,
• 10:45
  I
• 10:45
  would
• 10:46
  see
• 10:46
  the
• 10:46
  floss
• 10:46
  sitting
• 10:46
  there
• 10:47
  and
• 10:47
  I
• 10:47
  wouldn't
• 10:47
  floss.
• 10:48
  So
• 10:48
  all
• 10:48
  of
• 10:49
  a
• 10:49
  sudden
• 10:49
  I'm
• 10:49
  like,
• 10:49
  Hey,
• 10:49
  I
• 10:49
  think
• 10:50
  this
• 10:50
  is
• 10:50
  a
• 10:50
  memory
• 10:51
  problem,
• 10:51
  but
• 10:51
  this
• 10:51
  isn't
• 10:52
  really
• 10:52
  a
• 10:53
  memory
• 10:53
  problem.
• 10:54
  I
• 10:54
  am
• 10:54
  having
• 10:54
  other
• 10:55
  deeper
• 10:55
  emotional
• 10:56
  barriers
• 10:57
  to
• 10:57
  doing
• 10:57
  this
• 10:58
  that
• 10:58
  I
• 10:58
  need
• 10:58
  to
• 10:58
  unpack.
• 10:59
  And
• 10:59
  so.
• 11:00
  There
• 11:00
  are
• 11:00
  lots
• 11:01
  and
• 11:01
  lots
• 11:01
  of
• 11:01
  different
• 11:01
  strategies
• 11:02
  and
• 11:02
  we
• 11:02
  actually
• 11:02
  have
• 11:02
  a
• 11:02
  tool,
• 11:03
  a
• 11:03
  free
• 11:03
  tool
• 11:03
  online
• 11:04
  called
• 11:04
  the
• 11:04
  Strategy
• 11:05
  Tool.
• 11:05
  I
• 11:05
  can
• 11:05
  share
• 11:06
  the
• 11:06
  link
• 11:06
  to
• 11:06
  it.
• 11:06
  Um,
• 11:06
  it's
• 11:07
  spelled
• 11:07
  kind
• 11:07
  of
• 11:07
  funny,
• 11:08
  but
• 11:08
  it
• 11:08
  helps
• 11:08
  people
• 11:09
  go
• 11:09
  using
• 11:10
  behavior
• 11:10
  change
• 11:10
  theory
• 11:11
  without
• 11:11
  even
• 11:12
  knowing
• 11:12
  they're
• 11:12
  using
• 11:13
  behavior
• 11:13
  change
• 11:13
  theory.
• 11:14
  You
• 11:14
  find
• 11:15
  your
• 11:15
  barriers
• 11:15
  and
• 11:16
  then
• 11:16
  it
• 11:16
  says,
• 11:16
  Hey,
• 11:16
  here
• 11:17
  are
• 11:17
  some
• 11:17
  strategies
• 11:17
  that
• 11:18
  might
• 11:18
  help
• 11:18
  with
• 11:18
  that.
• 11:18
  And
• 11:19
  there
• 11:19
  are
• 11:19
  things
• 11:19
  people
• 11:19
  already
• 11:19
  know
• 11:20
  about.
• 11:20
  Stuff
• 11:20
  like
• 11:20
  champions
• 11:21
  audit
• 11:22
  and
• 11:22
  feedback,
• 11:23
  engaging
• 11:23
  leaders.
• 11:24
  So
• 11:24
  sometimes
• 11:24
  it's
• 11:25
  mass
• 11:25
  media.
• 11:25
  They
• 11:25
  exist
• 11:26
  at
• 11:26
  lots
• 11:26
  of
• 11:26
  different
• 11:27
  levels
• 11:27
  of
• 11:27
  the
• 11:27
  system,
• 11:28
  but
• 11:28
  that
• 11:29
  can
• 11:29
  help
• 11:29
  directly
• 11:30
  address
• 11:30
  the
• 11:30
  kinds
• 11:31
  of
• 11:31
  barriers
• 11:31
  that
• 11:31
  people
• 11:32
  are
• 11:32
  encountering
• 11:33
  so
• 11:33
  that
• 11:34
  they're
• 11:34
  not
• 11:34
  just
• 11:34
  stuck
• 11:34
  saying,
• 11:35
  Hey,
• 11:35
  I
• 11:35
  have
• 11:35
  all
• 11:35
  these
• 11:35
  barriers.
• 11:35
  Now
• 11:36
  what
• 11:36
  do
• 11:36
  I
• 11:36
  do?
• 11:37
  And
• 11:37
  reverting
• 11:37
  to
• 11:37
  the
• 11:38
  things
• 11:38
  that
• 11:38
  we
• 11:38
  like.
• 11:39
  Like
• 11:39
  training
• 11:40
  that
• 11:40
  we
• 11:40
  love
• 11:40
  going
• 11:40
  back
• 11:40
  to,
• 11:41
  okay,
• 11:41
  so,
• 11:41
  so
• 11:41
  that's
• 11:42
  the
• 11:42
  fourth
• 11:42
  and
• 11:42
  most
• 11:43
  critical
• 11:43
  is
• 11:43
  actually
• 11:44
  how
• 11:44
  do
• 11:44
  you
• 11:44
  deal
• 11:45
  once
• 11:45
  you've
• 11:45
  found
• 11:45
  the
• 11:45
  barriers,
• 11:46
  how
• 11:46
  do
• 11:46
  you
• 11:46
  actually
• 11:46
  deal
• 11:47
  with
• 11:47
  those
• 11:47
  barriers
• 11:47
  and
• 11:47
  make
• 11:48
  sure
• 11:48
  that
• 11:48
  they,
• 11:49
  they
• 11:49
  are
• 11:49
  actually
• 11:49
  the
• 11:49
  real
• 11:49
  barriers.
• 11:50
  So
• 11:50
  I
• 11:50
  can't
• 11:50
  help
• 11:51
  but
• 11:51
  ask,
• 11:51
  what
• 11:51
  was
• 11:51
  it?
• 11:51
  What
• 11:52
  was
• 11:52
  your
• 11:52
  floss
• 11:52
  problem?
• 11:53
  So
• 11:53
  I
• 11:54
  think
• 11:54
  that
• 11:54
  the
• 11:54
  floss
• 11:54
  problem
• 11:54
  was.
• 11:55
  I
• 11:56
  didn't
• 11:56
  really
• 11:57
  feel
• 11:57
  that
• 11:58
  something
• 11:58
  bad
• 11:58
  was
• 11:58
  gonna
• 11:59
  happen
• 11:59
  if
• 11:59
  I
• 11:59
  skipped
• 12:00
  flossing
• 12:00
  each
• 12:00
  day.
• 12:01
  And
• 12:01
  so
• 12:02
  it
• 12:03
  really
• 12:03
  kind
• 12:03
  of
• 12:03
  didn't
• 12:04
  drive
• 12:04
  me.
• 12:04
  And
• 12:05
  then,
• 12:05
  do
• 12:05
  you
• 12:05
  know
• 12:05
  what
• 12:05
  was
• 12:05
  the
• 12:05
  thing
• 12:06
  that
• 12:06
  changed?
• 12:06
  I
• 12:06
  have
• 12:06
  two
• 12:06
  kids,
• 12:07
  they're
• 12:07
  eight
• 12:07
  and
• 12:08
  12,
• 12:08
  and
• 12:09
  now
• 12:09
  I
• 12:09
  want
• 12:09
  my
• 12:09
  kids
• 12:10
  to
• 12:10
  be
• 12:10
  flossing.
• 12:10
  And
• 12:11
  so
• 12:11
  that
• 12:11
  is
• 12:11
  not
• 12:12
  a
• 12:12
  barrier.
• 12:12
  Actually,
• 12:12
  it's
• 12:13
  a
• 12:13
  beautiful
• 12:13
  example.
• 12:13
  It
• 12:13
  is
• 12:14
  a
• 12:14
  facilitator,
• 12:15
  right?
• 12:15
  The
• 12:15
  flip
• 12:16
  of
• 12:16
  a
• 12:16
  barrier
• 12:16
  is
• 12:16
  a
• 12:16
  facilitator.
• 12:17
  I
• 12:17
  want
• 12:17
  my
• 12:18
  kids
• 12:18
  to
• 12:18
  floss.
• 12:18
  Guess
• 12:19
  what
• 12:19
  is
• 12:19
  the
• 12:19
  best?
• 12:20
  One
• 12:20
  of
• 12:20
  the
• 12:20
  best
• 12:21
  ways
• 12:21
  to
• 12:21
  get
• 12:21
  people
• 12:21
  to
• 12:21
  do
• 12:22
  things
• 12:22
  is
• 12:22
  to
• 12:22
  model
• 12:23
  behavior.
• 12:24
  That's
• 12:24
  a
• 12:24
  strategy.
• 12:25
  So
• 12:25
  if
• 12:25
  we
• 12:25
  model
• 12:26
  a
• 12:26
  behavior,
• 12:26
  so
• 12:26
  if
• 12:26
  I
• 12:27
  floss
• 12:27
  in
• 12:28
  front
• 12:28
  of
• 12:28
  my
• 12:28
  kids
• 12:28
  every
• 12:29
  single
• 12:29
  night,
• 12:30
  I
• 12:30
  am
• 12:30
  modeling
• 12:30
  what
• 12:31
  that
• 12:31
  looks
• 12:31
  like.
• 12:31
  So
• 12:32
  I've
• 12:32
  now
• 12:32
  moved
• 12:32
  my
• 12:32
  toothbrushing
• 12:33
  time
• 12:33
  earlier.
• 12:34
  And
• 12:35
  floss
• 12:35
  in
• 12:35
  front
• 12:35
  of
• 12:35
  my
• 12:36
  kids
• 12:36
  in
• 12:36
  the
• 12:36
  hallway
• 12:37
  so
• 12:37
  that
• 12:37
  they
• 12:37
  see
• 12:37
  me
• 12:37
  do
• 12:37
  it
• 12:38
  every
• 12:38
  day.
• 12:38
  And
• 12:38
  that's
• 12:39
  a
• 12:39
  really
• 12:39
  good
• 12:39
  practical
• 12:40
  example
• 12:40
  of
• 12:40
  actually,
• 12:41
  um,
• 12:42
  the
• 12:42
  MedTech
• 12:43
  world
• 12:43
  of
• 12:43
  lots
• 12:43
  of
• 12:44
  pe
• 12:44
  lot,
• 12:44
  lots
• 12:44
  of
• 12:44
  the
• 12:44
  products
• 12:45
  or
• 12:45
  services
• 12:46
  that
• 12:46
  you're
• 12:46
  introducing
• 12:47
  are
• 12:47
  not
• 12:48
  going
• 12:48
  to
• 12:48
  lead
• 12:48
  to
• 12:49
  an
• 12:49
  immediate,
• 12:50
  uh,
• 12:51
  results.
• 12:52
  So
• 12:52
  a
• 12:52
  lot
• 12:53
  of
• 12:53
  it
• 12:53
  is
• 12:53
  that
• 12:53
  you
• 12:53
  do
• 12:53
  this.
• 12:54
  And
• 12:54
  long
• 12:55
  term
• 12:55
  that
• 12:55
  will
• 12:56
  improve
• 12:56
  these
• 12:57
  outcomes.
• 12:58
  Clinicians
• 12:58
  exactly
• 12:59
  like
• 12:59
  you've
• 13:00
  just
• 13:00
  said
• 13:00
  there
• 13:01
  are
• 13:01
  sitting
• 13:01
  there
• 13:01
  thinking,
• 13:01
  yeah,
• 13:02
  it
• 13:02
  might
• 13:02
  happen,
• 13:03
  but
• 13:03
  it
• 13:03
  might
• 13:03
  not.
• 13:04
  So
• 13:04
  why
• 13:04
  would
• 13:04
  I
• 13:04
  now
• 13:04
  put
• 13:05
  another
• 13:05
  step
• 13:05
  in
• 13:05
  or
• 13:05
  put
• 13:06
  another
• 13:06
  cost
• 13:06
  in
• 13:07
  if
• 13:07
  it
• 13:07
  happens
• 13:08
  maybe
• 13:08
  once
• 13:08
  a
• 13:08
  year,
• 13:09
  twice
• 13:09
  a
• 13:09
  year?
• 13:09
  And
• 13:09
  it's
• 13:09
  probably
• 13:10
  not
• 13:10
  gonna
• 13:10
  happen
• 13:10
  to
• 13:10
  me.
• 13:11
  So
• 13:11
  I,
• 13:11
  I
• 13:11
  think
• 13:11
  that's
• 13:11
  a
• 13:12
  real
• 13:12
  good
• 13:12
  practical
• 13:13
  example
• 13:13
  of
• 13:14
  the
• 13:14
  motivations
• 13:15
  of
• 13:15
  people.
• 13:17
  You
• 13:17
  may
• 13:17
  not
• 13:17
  actually
• 13:18
  know
• 13:18
  unless
• 13:18
  you
• 13:19
  start
• 13:19
  speaking
• 13:19
  to
• 13:19
  them
• 13:20
  and
• 13:20
  trying
• 13:20
  to
• 13:20
  really
• 13:20
  get
• 13:21
  onto
• 13:21
  the
• 13:21
  skin
• 13:21
  of
• 13:22
  what
• 13:22
  is
• 13:22
  preventing
• 13:23
  them
• 13:23
  from
• 13:23
  adopting
• 13:24
  that
• 13:24
  product.
• 13:25
  And
• 13:25
  I
• 13:25
  think
• 13:25
  that
• 13:25
  relates
• 13:25
  to
• 13:25
  this
• 13:26
  other
• 13:26
  interesting
• 13:26
  thing.
• 13:26
  So
• 13:27
  my
• 13:27
  implementation
• 13:28
  science
• 13:28
  career
• 13:28
  started
• 13:29
  using
• 13:29
  prevention
• 13:30
  programs.
• 13:31
  So
• 13:31
  at
• 13:31
  the
• 13:31
  time
• 13:32
  I
• 13:32
  was
• 13:32
  focused
• 13:32
  on
• 13:32
  children
• 13:33
  and
• 13:33
  youth
• 13:33
  prevention
• 13:34
  programs.
• 13:34
  So
• 13:34
  how
• 13:34
  we
• 13:35
  prevent
• 13:35
  substance
• 13:36
  use,
• 13:36
  delinquency,
• 13:37
  you
• 13:37
  know,
• 13:37
  violence
• 13:38
  prevention
• 13:38
  and
• 13:39
  getting
• 13:39
  people
• 13:40
  to
• 13:40
  adopt
• 13:40
  programs
• 13:41
  that
• 13:41
  prevent
• 13:41
  a
• 13:42
  bad
• 13:42
  thing
• 13:42
  from
• 13:42
  happening
• 13:43
  is
• 13:43
  a
• 13:43
  pretty
• 13:44
  different
• 13:44
  mindset.
• 13:45
  Than
• 13:45
  getting
• 13:46
  people
• 13:46
  to
• 13:46
  adopt
• 13:47
  a
• 13:47
  thing
• 13:47
  that
• 13:47
  is
• 13:47
  addressing
• 13:48
  a
• 13:48
  problem
• 13:49
  that
• 13:49
  they're
• 13:49
  experiencing.
• 13:50
  So
• 13:50
  like,
• 13:50
  I
• 13:50
  know
• 13:51
  it's
• 13:51
  not
• 13:51
  your
• 13:51
  world,
• 13:51
  but
• 13:51
  like
• 13:52
  say
• 13:52
  you
• 13:52
  have
• 13:52
  a
• 13:52
  school
• 13:53
  and
• 13:53
  you're
• 13:53
  like,
• 13:54
  you
• 13:54
  have
• 13:54
  two
• 13:54
  programs
• 13:54
  you
• 13:55
  could
• 13:55
  pick.
• 13:55
  One
• 13:56
  is
• 13:56
  gonna
• 13:56
  prevent,
• 13:56
  or
• 13:57
  one
• 13:57
  is
• 13:57
  focused
• 13:57
  on
• 13:58
  addressing
• 13:58
  behavior
• 13:59
  problems
• 13:59
  in
• 13:59
  the
• 13:59
  classroom
• 14:00
  and
• 14:00
  one
• 14:01
  is
• 14:01
  focused
• 14:01
  on
• 14:01
  preventing
• 14:02
  kids
• 14:03
  from
• 14:03
  being
• 14:03
  arrested
• 14:04
  in
• 14:04
  the
• 14:04
  future.
• 14:05
  That
• 14:05
  second
• 14:06
  one
• 14:06
  might
• 14:06
  actually
• 14:07
  have
• 14:07
  better
• 14:07
  outcomes,
• 14:08
  but
• 14:09
  sometimes
• 14:09
  the
• 14:09
  first
• 14:09
  one
• 14:10
  is
• 14:10
  more
• 14:10
  compelling
• 14:11
  because
• 14:11
  it
• 14:11
  feels
• 14:11
  like
• 14:11
  it
• 14:11
  addresses
• 14:12
  a
• 14:12
  today
• 14:12
  problem.
• 14:13
  Yeah.
• 14:13
  And
• 14:13
  so
• 14:13
  I
• 14:14
  think
• 14:14
  sometimes
• 14:15
  if
• 14:15
  we're
• 14:15
  focused
• 14:16
  on
• 14:16
  things
• 14:16
  that
• 14:16
  are,
• 14:17
  like
• 14:17
  you
• 14:17
  said,
• 14:17
  only
• 14:18
  a
• 14:18
  small
• 14:18
  number
• 14:18
  of
• 14:18
  people
• 14:19
  not
• 14:19
  gonna
• 14:19
  happen
• 14:20
  frequently,
• 14:20
  preventing
• 14:21
  something
• 14:21
  long
• 14:21
  in
• 14:21
  the
• 14:21
  future,
• 14:22
  we
• 14:22
  need
• 14:22
  to
• 14:23
  really
• 14:23
  think
• 14:23
  about.
• 14:24
  What
• 14:24
  are
• 14:24
  people's,
• 14:25
  in
• 14:25
  that
• 14:25
  case,
• 14:25
  barriers
• 14:26
  to
• 14:26
  adoption
• 14:27
  rather
• 14:27
  than
• 14:28
  barriers
• 14:28
  to
• 14:28
  implementation.
• 14:29
  So
• 14:29
  those
• 14:29
  are
• 14:29
  kind
• 14:30
  of
• 14:30
  two
• 14:30
  different
• 14:30
  things,
• 14:31
  right?
• 14:31
  What
• 14:31
  is
• 14:31
  the
• 14:32
  barrier
• 14:32
  to
• 14:32
  saying,
• 14:32
  yes,
• 14:33
  I
• 14:33
  wanna
• 14:33
  do
• 14:33
  this,
• 14:34
  versus
• 14:34
  what
• 14:34
  is
• 14:34
  the
• 14:35
  barrier
• 14:35
  to
• 14:35
  actually
• 14:35
  consistently
• 14:36
  doing
• 14:37
  it?
• 14:37
  And
• 14:37
  so
• 14:37
  kind
• 14:37
  of
• 14:38
  distinguishing
• 14:38
  typically
• 14:39
  one
• 14:40
  side
• 14:40
  of
• 14:40
  those
• 14:40
  is
• 14:40
  harder
• 14:41
  than
• 14:41
  the
• 14:41
  other
• 14:41
  for
• 14:41
  a
• 14:41
  lot
• 14:42
  of
• 14:42
  people.
• 14:42
  Yeah.
• 14:42
  No.
• 14:43
  100%.
• 14:44
  And
• 14:44
  I
• 14:44
  think
• 14:44
  it
• 14:45
  is
• 14:45
  really
• 14:45
  trying
• 14:46
  to
• 14:46
  get
• 14:46
  under
• 14:46
  the
• 14:46
  skin
• 14:47
  of
• 14:47
  that
• 14:47
  and
• 14:47
  understand.
• 14:48
  So,
• 14:48
  so,
• 14:49
  so
• 14:49
  if
• 14:49
  you
• 14:50
  know,
• 14:50
  you,
• 14:50
  you,
• 14:50
  I'm
• 14:50
  trying
• 14:50
  to
• 14:50
  think
• 14:50
  about
• 14:51
  evidence.
• 14:51
  Mm-hmm.
• 14:51
  So
• 14:52
  in
• 14:52
  terms
• 14:52
  of
• 14:52
  when
• 14:53
  you've
• 14:53
  looked
• 14:54
  at
• 14:54
  clinicians
• 14:55
  and
• 14:55
  founders,
• 14:56
  is
• 14:56
  there
• 14:56
  anything
• 14:57
  that
• 14:57
  you
• 14:57
  think
• 14:58
  that
• 14:58
  they
• 14:58
  misinterpret
• 14:59
  about
• 14:59
  evidence?
• 15:00
  Which
• 15:01
  then
• 15:01
  leads
• 15:01
  to
• 15:02
  the
• 15:02
  adoption
• 15:03
  not
• 15:04
  being
• 15:04
  as
• 15:04
  quick
• 15:04
  as
• 15:04
  it
• 15:05
  as
• 15:05
  it
• 15:05
  should
• 15:05
  be
• 15:05
  in
• 15:05
  terms
• 15:06
  of
• 15:06
  implementation
• 15:06
  science.
• 15:07
  So
• 15:07
  I
• 15:07
  think
• 15:08
  that
• 15:08
  this
• 15:09
  evidence,
• 15:09
  evidence
• 15:10
  is
• 15:10
  a
• 15:10
  sticky
• 15:10
  subject.
• 15:11
  I'll
• 15:11
  be
• 15:11
  honest
• 15:11
  right
• 15:11
  now,
• 15:12
  and
• 15:12
  I
• 15:12
  think
• 15:12
  that
• 15:12
  you
• 15:12
  have
• 15:12
  to
• 15:12
  look
• 15:13
  at
• 15:13
  evidence.
• 15:14
  Almost
• 15:15
  like
• 15:15
  multiplied
• 15:16
  by
• 15:16
  the
• 15:16
  audience
• 15:17
  you
• 15:17
  are
• 15:17
  talking
• 15:18
  about.
• 15:18
  So
• 15:19
  some
• 15:19
  audiences
• 15:20
  really
• 15:21
  care
• 15:21
  about
• 15:21
  certain
• 15:22
  types
• 15:22
  of
• 15:23
  evidence
• 15:23
  over
• 15:24
  other
• 15:24
  types
• 15:24
  of
• 15:24
  evidence.
• 15:25
  And
• 15:25
  so
• 15:25
  if
• 15:25
  you
• 15:26
  have
• 15:26
  an
• 15:26
  audience
• 15:26
  that's
• 15:27
  really
• 15:27
  focused
• 15:28
  on
• 15:28
  like,
• 15:29
  I
• 15:29
  need
• 15:29
  randomized
• 15:30
  control
• 15:30
  trials
• 15:31
  to
• 15:31
  show
• 15:31
  me
• 15:31
  that
• 15:31
  this
• 15:32
  is
• 15:32
  right,
• 15:32
  then
• 15:33
  you
• 15:33
  wanna
• 15:33
  be
• 15:33
  able
• 15:33
  to
• 15:33
  have
• 15:33
  that
• 15:34
  data.
• 15:34
  But
• 15:34
  I'm
• 15:34
  gonna
• 15:35
  be
• 15:35
  honest,
• 15:35
  I
• 15:36
  work
• 15:36
  with
• 15:36
  people
• 15:36
  who
• 15:36
  are
• 15:36
  implementing
• 15:37
  in
• 15:37
  systems
• 15:38
  where
• 15:38
  most
• 15:38
  of
• 15:38
  the
• 15:39
  time
• 15:39
  the
• 15:39
  evidence
• 15:40
  that
• 15:40
  they
• 15:40
  want
• 15:41
  is
• 15:41
  not
• 15:41
  randomized
• 15:42
  control
• 15:42
  trial.
• 15:43
  They
• 15:43
  want
• 15:44
  compelling
• 15:44
  stories,
• 15:45
  right?
• 15:46
  They
• 15:46
  want
• 15:46
  to
• 15:47
  be
• 15:47
  able
• 15:47
  to
• 15:47
  link
• 15:48
  this.
• 15:48
  So
• 15:48
  sometimes
• 15:49
  there
• 15:49
  are
• 15:49
  people
• 15:49
  in
• 15:50
  leadership
• 15:50
  positions,
• 15:51
  they
• 15:51
  might
• 15:51
  be
• 15:51
  politically
• 15:52
  connected
• 15:52
  and
• 15:52
  they
• 15:52
  wanna
• 15:53
  link
• 15:53
  it
• 15:53
  to
• 15:54
  the
• 15:54
  story
• 15:55
  they
• 15:55
  are
• 15:55
  trying
• 15:55
  to
• 15:55
  tell,
• 15:56
  and
• 15:56
  the
• 15:56
  people
• 15:57
  that
• 15:57
  they
• 15:57
  are
• 15:57
  trying
• 15:58
  to
• 15:58
  help.
• 15:59
  They
• 15:59
  wanna
• 15:59
  link
• 15:59
  it
• 15:59
  to
• 15:59
  their
• 16:00
  underlying
• 16:00
  like
• 16:01
  values,
• 16:01
  their
• 16:02
  mission,
• 16:02
  their
• 16:03
  goals
• 16:04
  that
• 16:04
  they
• 16:04
  have
• 16:05
  and
• 16:05
  have
• 16:05
  articulated
• 16:06
  out
• 16:06
  loud.
• 16:06
  And
• 16:06
  so
• 16:06
  I
• 16:07
  think
• 16:07
  that
• 16:07
  it
• 16:07
  is
• 16:08
  super
• 16:08
  important
• 16:08
  to
• 16:08
  have
• 16:09
  good
• 16:09
  quality
• 16:09
  evidence
• 16:10
  before
• 16:10
  we
• 16:10
  go
• 16:10
  and
• 16:11
  scale
• 16:11
  things
• 16:11
  for
• 16:11
  sure.
• 16:12
  But
• 16:12
  that's
• 16:13
  not
• 16:13
  necessarily
• 16:14
  what
• 16:14
  I
• 16:14
  would
• 16:14
  tell
• 16:14
  people
• 16:14
  to
• 16:15
  lead
• 16:15
  with
• 16:16
  when
• 16:16
  they
• 16:16
  are
• 16:16
  going
• 16:17
  to
• 16:17
  go
• 16:17
  talk
• 16:18
  to
• 16:18
  different
• 16:18
  audiences.
• 16:19
  And
• 16:19
  so
• 16:19
  it's
• 16:19
  figuring
• 16:19
  out
• 16:20
  here
• 16:20
  again,
• 16:21
  what
• 16:21
  are
• 16:21
  people's
• 16:21
  barriers
• 16:22
  to
• 16:22
  adoption?
• 16:23
  If
• 16:23
  they're
• 16:23
  like,
• 16:23
  I
• 16:23
  need
• 16:23
  high
• 16:24
  quality
• 16:24
  evidence,
• 16:24
  then
• 16:24
  you
• 16:25
  wanna
• 16:25
  start
• 16:25
  there.
• 16:26
  If
• 16:26
  they're
• 16:26
  like,
• 16:27
  I
• 16:27
  wanna
• 16:27
  know
• 16:27
  the
• 16:28
  evidence
• 16:28
  exists,
• 16:29
  but
• 16:29
  I
• 16:29
  want
• 16:29
  it
• 16:29
  as
• 16:29
  a
• 16:29
  footnote,
• 16:30
  then
• 16:30
  make
• 16:31
  sure
• 16:31
  that
• 16:31
  your
• 16:31
  story
• 16:32
  starts
• 16:33
  with
• 16:33
  evidence
• 16:33
  as
• 16:33
  a
• 16:34
  footnote,
• 16:34
  not
• 16:34
  as
• 16:34
  the
• 16:35
  front
• 16:35
  line.
• 16:35
  And
• 16:35
  I
• 16:35
  think
• 16:36
  that's
• 16:36
  a
• 16:36
  real
• 16:36
  important
• 16:37
  distinction
• 16:37
  because
• 16:38
  I
• 16:38
  think
• 16:38
  that
• 16:38
  people
• 16:39
  who
• 16:39
  are
• 16:39
  clinicians
• 16:40
  automatically
• 16:41
  believe,
• 16:41
  well,
• 16:42
  if
• 16:42
  I
• 16:42
  get
• 16:42
  loads
• 16:42
  and
• 16:43
  load
• 16:43
  of
• 16:43
  data.
• 16:43
  Loads
• 16:44
  of
• 16:44
  evidence
• 16:45
  and,
• 16:45
  and
• 16:45
  he
• 16:45
  said
• 16:45
  randomized,
• 16:46
  double
• 16:46
  blinded,
• 16:47
  placebo,
• 16:47
  et
• 16:48
  cetera,
• 16:48
  whatever
• 16:49
  they
• 16:49
  think,
• 16:49
  alright,
• 16:50
  I'm
• 16:50
  gonna
• 16:50
  walk
• 16:50
  in
• 16:50
  and
• 16:51
  say,
• 16:51
  look
• 16:51
  at
• 16:51
  all
• 16:51
  my
• 16:51
  data.
• 16:52
  And
• 16:52
  they're
• 16:52
  gonna
• 16:52
  say,
• 16:52
  oh,
• 16:53
  well
• 16:53
  if
• 16:53
  you've
• 16:53
  got
• 16:53
  all
• 16:53
  that
• 16:54
  data,
• 16:54
  I'll
• 16:54
  start
• 16:54
  using
• 16:55
  it
• 16:55
  tomorrow.
• 16:55
  And
• 16:55
  then
• 16:55
  when
• 16:56
  it
• 16:56
  doesn't
• 16:56
  happen,
• 16:56
  they,
• 16:56
  they're
• 16:56
  sort
• 16:57
  of
• 16:57
  like,
• 16:57
  well,
• 16:58
  I've
• 16:58
  got
• 16:58
  all
• 16:58
  the
• 16:58
  data.
• 16:59
  So
• 16:59
  I
• 16:59
  think
• 16:59
  that's,
• 16:59
  that's
• 16:59
  really
• 17:00
  important.
• 17:02
  And
• 17:02
  actually
• 17:02
  the
• 17:02
  way
• 17:03
  I
• 17:03
  frame
• 17:03
  that,
• 17:03
  the
• 17:03
  way
• 17:04
  I've
• 17:04
  always
• 17:04
  framed
• 17:04
  it
• 17:04
  in
• 17:04
  my
• 17:05
  network,
• 17:05
  in
• 17:05
  my.
• 17:06
  Uh,
• 17:06
  frameworks
• 17:07
  is
• 17:07
  what
• 17:07
  keeps
• 17:08
  them
• 17:08
  up
• 17:08
  at
• 17:08
  night.
• 17:09
  And
• 17:09
  it
• 17:09
  doesn't
• 17:09
  mean
• 17:09
  that
• 17:09
  they're
• 17:10
  literally
• 17:10
  not
• 17:10
  sleeping,
• 17:11
  but,
• 17:11
  uh,
• 17:12
  what,
• 17:12
  what
• 17:13
  is
• 17:13
  it
• 17:13
  that
• 17:13
  that
• 17:14
  person,
• 17:14
  whether
• 17:14
  you
• 17:15
  are
• 17:15
  in
• 17:15
  business
• 17:16
  or
• 17:16
  not
• 17:16
  in
• 17:16
  business,
• 17:17
  whether
• 17:17
  you've
• 17:17
  got
• 17:17
  a
• 17:17
  product
• 17:17
  or
• 17:17
  you
• 17:18
  haven't
• 17:18
  got
• 17:18
  a
• 17:18
  product,
• 17:18
  what
• 17:19
  is
• 17:19
  it
• 17:19
  that's
• 17:19
  at
• 17:19
  the
• 17:19
  forefront
• 17:20
  of
• 17:20
  their
• 17:20
  mind?
• 17:20
  And
• 17:21
  as
• 17:21
  you
• 17:21
  described,
• 17:21
  that's
• 17:21
  their
• 17:22
  values.
• 17:22
  That's
• 17:22
  the
• 17:22
  story
• 17:23
  they're
• 17:23
  telling.
• 17:23
  It's
• 17:24
  actually
• 17:24
  what
• 17:25
  is
• 17:25
  gonna
• 17:25
  make
• 17:25
  them
• 17:26
  move.
• 17:27
  Because
• 17:27
  once
• 17:27
  you
• 17:27
  understand
• 17:28
  that,
• 17:28
  then
• 17:28
  that's
• 17:29
  what
• 17:29
  you're
• 17:29
  speaking
• 17:29
  to,
• 17:29
  rather
• 17:30
  than
• 17:30
  speaking
• 17:30
  on
• 17:30
  your
• 17:31
  own
• 17:31
  agenda,
• 17:32
  which
• 17:32
  is,
• 17:32
  oh,
• 17:32
  well,
• 17:33
  I
• 17:33
  just
• 17:33
  wanna
• 17:33
  get
• 17:33
  this
• 17:33
  used.
• 17:33
  Well.
• 17:34
  That's
• 17:34
  great,
• 17:35
  but
• 17:35
  how
• 17:35
  does
• 17:35
  that
• 17:35
  help
• 17:36
  him
• 17:36
  or
• 17:36
  her
• 17:37
  or
• 17:37
  that
• 17:38
  person?
• 17:38
  You
• 17:38
  know,
• 17:38
  they're
• 17:39
  not,
• 17:39
  they're,
• 17:39
  they're
• 17:39
  not
• 17:39
  really
• 17:39
  interested,
• 17:40
  unfortunately,
• 17:41
  but
• 17:42
  people,
• 17:42
  human
• 17:42
  beings
• 17:43
  are
• 17:43
  very
• 17:44
  much
• 17:44
  driven
• 17:44
  by
• 17:45
  themselves
• 17:46
  and
• 17:46
  yes,
• 17:46
  the
• 17:46
  wider
• 17:47
  community
• 17:47
  and
• 17:48
  what
• 17:48
  happens
• 17:48
  in
• 17:48
  the
• 17:48
  workplace,
• 17:49
  but
• 17:50
  it
• 17:50
  first
• 17:50
  and
• 17:50
  foremost
• 17:51
  starts
• 17:51
  with,
• 17:51
  well,
• 17:51
  what,
• 17:52
  what's
• 17:52
  in
• 17:52
  it
• 17:52
  for
• 17:52
  me?
• 17:53
  Even
• 17:53
  clinicians
• 17:54
  who
• 17:54
  were,
• 17:54
  who
• 17:54
  would
• 17:54
  try
• 17:55
  and
• 17:55
  say,
• 17:55
  no,
• 17:55
  no,
• 17:55
  no,
• 17:55
  no,
• 17:56
  no,
• 17:56
  no,
• 17:56
  that's
• 17:57
  not.
• 17:57
  Why
• 17:58
  I'm
• 17:58
  here,
• 17:58
  but
• 17:58
  it's
• 17:59
  because
• 17:59
  that's
• 18:00
  just
• 18:00
  a
• 18:00
  human,
• 18:00
  human
• 18:00
  nature.
• 18:01
  And
• 18:01
  I
• 18:01
  think
• 18:01
  that
• 18:01
  this
• 18:01
  relates
• 18:02
  to,
• 18:02
  I
• 18:02
  think
• 18:02
  that
• 18:03
  oftentimes
• 18:03
  when
• 18:03
  we're
• 18:04
  implementing
• 18:04
  things,
• 18:04
  we
• 18:05
  assume
• 18:05
  that
• 18:05
  people
• 18:06
  are
• 18:06
  driven
• 18:07
  by
• 18:07
  very
• 18:07
  rational
• 18:08
  choices
• 18:08
  to
• 18:09
  make
• 18:09
  change.
• 18:10
  That's
• 18:10
  not
• 18:10
  actually
• 18:10
  true.
• 18:11
  We
• 18:11
  are
• 18:12
  very
• 18:12
  emotional
• 18:13
  creatures,
• 18:13
  and
• 18:13
  so
• 18:13
  emotions
• 18:14
  drive
• 18:15
  the
• 18:15
  behaviors
• 18:15
  that
• 18:15
  we
• 18:15
  do.
• 18:16
  It
• 18:16
  drives
• 18:16
  how
• 18:16
  we
• 18:16
  interact
• 18:17
  with
• 18:17
  people.
• 18:18
  And
• 18:18
  so
• 18:18
  I
• 18:18
  think
• 18:18
  that
• 18:19
  we,
• 18:19
  when
• 18:20
  people
• 18:20
  are
• 18:20
  spending
• 18:21
  more
• 18:21
  time
• 18:22
  thinking
• 18:22
  about
• 18:23
  what
• 18:23
  is
• 18:23
  the
• 18:24
  emotional
• 18:24
  experience
• 18:25
  of
• 18:25
  the
• 18:25
  person
• 18:25
  that
• 18:25
  I
• 18:26
  am
• 18:26
  talking
• 18:26
  to,
• 18:26
  whether
• 18:27
  that's
• 18:27
  the
• 18:27
  leader
• 18:27
  that
• 18:28
  you're
• 18:28
  asking
• 18:28
  to
• 18:28
  adopt
• 18:29
  this
• 18:29
  thing,
• 18:29
  whether
• 18:29
  that's
• 18:30
  the
• 18:30
  clinician
• 18:30
  that
• 18:30
  you're
• 18:30
  asking
• 18:31
  to
• 18:31
  change
• 18:31
  their
• 18:31
  behavior,
• 18:32
  whether
• 18:32
  that
• 18:32
  is
• 18:33
  the
• 18:33
  patient
• 18:33
  or
• 18:34
  family
• 18:34
  member
• 18:34
  that
• 18:34
  you
• 18:34
  want
• 18:35
  to
• 18:35
  continue
• 18:35
  to
• 18:35
  implement
• 18:36
  something
• 18:36
  and
• 18:36
  do
• 18:36
  something
• 18:37
  or
• 18:37
  use
• 18:37
  something.
• 18:38
  What
• 18:38
  is
• 18:38
  the
• 18:38
  emotional
• 18:39
  experience
• 18:39
  they're
• 18:39
  having?
• 18:40
  What
• 18:40
  are
• 18:40
  the
• 18:40
  challenges
• 18:41
  they're
• 18:41
  having?
• 18:41
  And
• 18:42
  I
• 18:42
  think
• 18:42
  one
• 18:42
  of
• 18:42
  the
• 18:42
  things
• 18:42
  that
• 18:43
  we
• 18:43
  don't
• 18:43
  think
• 18:43
  about
• 18:43
  enough
• 18:44
  is.
• 18:44
  How
• 18:44
  do
• 18:44
  they
• 18:45
  see
• 18:45
  themselves
• 18:46
  and
• 18:46
  their
• 18:46
  identity?
• 18:47
  So
• 18:47
  there
• 18:48
  is
• 18:48
  super
• 18:48
  fascinating
• 18:49
  research
• 18:50
  that
• 18:50
  shows
• 18:50
  that
• 18:51
  if
• 18:51
  someone
• 18:51
  sees
• 18:52
  something
• 18:52
  as
• 18:52
  part
• 18:52
  of
• 18:52
  their
• 18:52
  identity,
• 18:53
  they're
• 18:53
  more
• 18:54
  likely
• 18:54
  to
• 18:54
  do
• 18:54
  it
• 18:55
  and
• 18:55
  sustain
• 18:55
  doing
• 18:56
  it.
• 18:56
  So
• 18:56
  my
• 18:56
  favorite
• 18:57
  example
• 18:57
  of
• 18:57
  this
• 18:57
  is
• 18:58
  if
• 18:58
  someone
• 18:58
  says
• 18:58
  like,
• 18:59
  I'm
• 18:59
  gonna
• 18:59
  go
• 18:59
  for
• 19:00
  a
• 19:00
  run
• 19:00
  later
• 19:00
  today.
• 19:01
  They
• 19:01
  might
• 19:01
  go
• 19:01
  for
• 19:02
  a
• 19:02
  run
• 19:02
  later
• 19:02
  today,
• 19:03
  but
• 19:03
  if
• 19:03
  they
• 19:03
  say.
• 19:04
  I'm
• 19:04
  a
• 19:05
  runner
• 19:05
  and
• 19:05
  I'm
• 19:06
  going
• 19:06
  for
• 19:06
  a
• 19:06
  run
• 19:06
  later
• 19:06
  today.
• 19:07
  They
• 19:07
  are
• 19:07
  far
• 19:08
  more
• 19:08
  likely
• 19:09
  to
• 19:09
  go
• 19:09
  for
• 19:10
  that
• 19:10
  run
• 19:10
  today
• 19:11
  and
• 19:11
  tomorrow
• 19:11
  and
• 19:11
  the
• 19:12
  next
• 19:12
  day.
• 19:12
  And
• 19:12
  so
• 19:13
  when
• 19:13
  we
• 19:13
  can
• 19:14
  link
• 19:14
  the
• 19:14
  things
• 19:15
  that
• 19:15
  we're
• 19:15
  doing
• 19:15
  to
• 19:15
  someone's
• 19:16
  sense
• 19:16
  of
• 19:17
  identity,
• 19:17
  it
• 19:18
  really
• 19:18
  can
• 19:18
  transform
• 19:19
  things.
• 19:20
  I
• 19:20
  have
• 19:20
  seen
• 19:20
  so
• 19:21
  many
• 19:21
  examples,
• 19:22
  especially
• 19:22
  in
• 19:22
  a
• 19:22
  hospital
• 19:23
  context,
• 19:24
  where
• 19:24
  people
• 19:24
  are
• 19:24
  able
• 19:25
  to
• 19:25
  link,
• 19:25
  for
• 19:25
  example,
• 19:26
  with
• 19:26
  nurses
• 19:27
  who
• 19:27
  are
• 19:27
  often
• 19:27
  asked
• 19:28
  to
• 19:28
  do
• 19:28
  a
• 19:28
  lot
• 19:29
  of
• 19:29
  new
• 19:29
  things
• 19:29
  in
• 19:30
  their
• 19:30
  jobs,
• 19:30
  that
• 19:31
  when
• 19:31
  people
• 19:31
  say,
• 19:32
  Hey,
• 19:32
  I
• 19:33
  have
• 19:33
  this
• 19:33
  new
• 19:33
  thing,
• 19:34
  and
• 19:34
  it
• 19:34
  actually
• 19:34
  makes.
• 19:35
  You
• 19:36
  get
• 19:36
  to
• 19:36
  return
• 19:37
  to
• 19:37
  why
• 19:37
  you
• 19:37
  became
• 19:38
  a
• 19:38
  nurse
• 19:38
  and
• 19:38
  spend
• 19:39
  more
• 19:39
  time
• 19:39
  on
• 19:39
  patient
• 19:40
  care
• 19:40
  and
• 19:40
  connecting
• 19:41
  with
• 19:41
  a
• 19:41
  patient
• 19:42
  so
• 19:42
  that
• 19:42
  you
• 19:42
  are
• 19:42
  spending
• 19:43
  less
• 19:43
  time
• 19:44
  doing
• 19:44
  paperwork,
• 19:45
  doing
• 19:45
  these
• 19:45
  other
• 19:46
  things.
• 19:46
  When
• 19:47
  people
• 19:47
  can
• 19:47
  say,
• 19:47
  Hey,
• 19:48
  my
• 19:48
  identity
• 19:49
  is
• 19:49
  connecting
• 19:49
  with
• 19:50
  the
• 19:50
  patient.
• 19:50
  That's
• 19:50
  why
• 19:51
  I'm
• 19:51
  here,
• 19:51
  not
• 19:51
  to
• 19:51
  do
• 19:52
  paperwork.
• 19:52
  This
• 19:52
  helps
• 19:53
  me.
• 19:53
  Those
• 19:54
  are
• 19:54
  the
• 19:54
  times
• 19:55
  that
• 19:55
  I
• 19:55
  think
• 19:55
  we
• 19:55
  can
• 19:55
  really
• 19:56
  transform
• 19:56
  and
• 19:56
  embed
• 19:57
  things.
• 19:57
  Sometimes
• 19:58
  that's
• 19:58
  really
• 19:58
  easy
• 19:59
  in
• 19:59
  the
• 19:59
  interventions
• 19:59
  we
• 19:59
  have.
• 20:00
  Sometimes
• 20:00
  I
• 20:00
  think
• 20:01
  that
• 20:01
  takes
• 20:01
  a
• 20:01
  bigger
• 20:02
  leap
• 20:02
  for
• 20:02
  people
• 20:03
  to
• 20:03
  see
• 20:03
  that,
• 20:04
  but
• 20:04
  I
• 20:04
  think
• 20:04
  thinking
• 20:04
  about.
• 20:05
  How
• 20:06
  is
• 20:06
  someone
• 20:06
  gonna
• 20:06
  see
• 20:07
  this
• 20:07
  as
• 20:07
  part
• 20:07
  of
• 20:07
  their
• 20:07
  identity?
• 20:08
  Really,
• 20:09
  really
• 20:09
  can
• 20:09
  set
• 20:09
  us
• 20:09
  up
• 20:09
  differently
• 20:10
  when
• 20:11
  thinking
• 20:11
  about
• 20:11
  implementing
• 20:11
  and
• 20:12
  scaling.
• 20:12
  No,
• 20:13
  I
• 20:13
  think
• 20:13
  100%
• 20:14
  standing
• 20:15
  and
• 20:15
  it's
• 20:15
  understanding
• 20:16
  why
• 20:17
  that
• 20:17
  person
• 20:17
  became
• 20:18
  a
• 20:18
  nurse
• 20:18
  and
• 20:18
  why
• 20:18
  that
• 20:18
  person
• 20:19
  became
• 20:19
  a
• 20:19
  doctor,
• 20:20
  et
• 20:20
  cetera.
• 20:20
  'cause
• 20:20
  that,
• 20:20
  'cause,
• 20:21
  interestingly
• 20:21
  enough,
• 20:21
  I
• 20:21
  remember.
• 20:22
  I'm
• 20:23
  asking
• 20:23
  my
• 20:23
  first
• 20:23
  training
• 20:24
  course
• 20:24
  as
• 20:24
  a
• 20:24
  sales
• 20:24
  rep
• 20:25
  too
• 20:25
  many
• 20:25
  years
• 20:26
  ago.
• 20:26
  Years
• 20:26
  ago,
• 20:27
  to
• 20:27
  remember,
• 20:27
  I
• 20:28
  was
• 20:28
  told
• 20:29
  that
• 20:29
  to
• 20:29
  sell
• 20:29
  to
• 20:29
  Doctor
• 20:30
  X,
• 20:31
  you
• 20:31
  have
• 20:31
  to
• 20:31
  see
• 20:32
  Doctor
• 20:32
  X
• 20:33
  through
• 20:33
  Doctor
• 20:33
  X's
• 20:34
  eyes,
• 20:34
  not
• 20:35
  the
• 20:35
  way
• 20:35
  you
• 20:35
  perceive
• 20:35
  them,
• 20:36
  not
• 20:36
  the
• 20:36
  way
• 20:36
  you
• 20:36
  think
• 20:37
  that,
• 20:37
  but
• 20:37
  actually
• 20:37
  asked
• 20:38
  them
• 20:38
  the
• 20:38
  questions.
• 20:39
  And
• 20:39
  it
• 20:39
  was
• 20:39
  interesting
• 20:39
  because
• 20:40
  I,
• 20:40
  I,
• 20:40
  I
• 20:40
  used
• 20:40
  to
• 20:40
  ask
• 20:40
  those
• 20:41
  questions
• 20:41
  and
• 20:42
  it
• 20:42
  was
• 20:42
  in,
• 20:42
  because
• 20:42
  most
• 20:43
  people
• 20:43
  would
• 20:43
  say,
• 20:43
  oh
• 20:43
  yeah,
• 20:43
  well,
• 20:44
  it's
• 20:44
  because
• 20:44
  of.
• 20:45
  You
• 20:45
  know,
• 20:46
  I
• 20:46
  want
• 20:46
  to
• 20:46
  help
• 20:46
  people.
• 20:47
  And,
• 20:47
  and
• 20:47
  that
• 20:47
  was
• 20:47
  the
• 20:48
  majority
• 20:48
  of
• 20:48
  what
• 20:48
  people
• 20:49
  said.
• 20:49
  But
• 20:49
  I
• 20:49
  remember
• 20:49
  speaking
• 20:49
  to
• 20:50
  one
• 20:50
  and
• 20:50
  he
• 20:51
  said
• 20:51
  to
• 20:51
  me,
• 20:51
  well,
• 20:52
  it's
• 20:52
  the
• 20:52
  queue
• 20:52
  off
• 20:52
  and
• 20:52
  the
• 20:53
  money.
• 20:53
  And
• 20:53
  I
• 20:53
  thought,
• 20:53
  oh,
• 20:54
  that's
• 20:54
  pretty
• 20:55
  interesting.
• 20:55
  I
• 20:55
  thought,
• 20:56
  well,
• 20:56
  I'm
• 20:56
  not
• 20:56
  gonna
• 20:56
  come
• 20:56
  to
• 20:56
  you
• 20:57
  as
• 20:57
  a
• 20:57
  doctor,
• 20:57
  but
• 20:58
  it
• 20:58
  does
• 20:58
  mean
• 20:59
  that
• 20:59
  my
• 20:59
  approach
• 21:00
  to
• 21:00
  you
• 21:01
  is
• 21:01
  gonna
• 21:01
  be
• 21:01
  very
• 21:01
  different
• 21:02
  than
• 21:02
  talking
• 21:02
  about
• 21:02
  how
• 21:03
  it's
• 21:03
  gonna
• 21:03
  help
• 21:03
  the
• 21:03
  patient
• 21:03
  because
• 21:04
  you're
• 21:04
  not
• 21:04
  really
• 21:04
  that
• 21:04
  bothered
• 21:04
  about
• 21:04
  that,
• 21:05
  are
• 21:05
  you?
• 21:05
  You're
• 21:05
  interested
• 21:06
  in
• 21:06
  that
• 21:06
  patient
• 21:07
  seeing
• 21:07
  you
• 21:08
  as
• 21:08
  up
• 21:08
  here.
• 21:09
  So
• 21:09
  if
• 21:10
  I
• 21:10
  can
• 21:10
  position
• 21:11
  it
• 21:11
  that
• 21:11
  this
• 21:12
  is
• 21:12
  gonna
• 21:12
  be
• 21:12
  better
• 21:13
  for
• 21:13
  your
• 21:13
  patient,
• 21:13
  which
• 21:13
  means
• 21:14
  that
• 21:14
  they'll
• 21:14
  then
• 21:14
  see
• 21:14
  that
• 21:14
  you're
• 21:15
  different
• 21:15
  from
• 21:16
  other
• 21:16
  doctors,
• 21:17
  then
• 21:17
  that's
• 21:18
  much
• 21:18
  more
• 21:18
  likely
• 21:19
  to
• 21:19
  impact
• 21:19
  on
• 21:20
  you,
• 21:20
  rather
• 21:20
  than
• 21:20
  if
• 21:20
  I
• 21:20
  just
• 21:20
  start
• 21:21
  talking
• 21:21
  about,
• 21:21
  oh
• 21:21
  the
• 21:21
  great,
• 21:22
  you
• 21:22
  know,
• 21:22
  it's
• 21:22
  a
• 21:22
  great
• 21:22
  product,
• 21:22
  it's
• 21:23
  gonna
• 21:23
  help
• 21:23
  all
• 21:23
  the
• 21:23
  pa,
• 21:24
  that
• 21:24
  that
• 21:24
  wasn't
• 21:25
  a
• 21:25
  driver.
• 21:25
  I
• 21:25
  mean,
• 21:26
  and
• 21:26
  that
• 21:26
  I
• 21:26
  still
• 21:26
  remember
• 21:27
  it
• 21:27
  because
• 21:27
  it
• 21:27
  was
• 21:27
  quite
• 21:27
  shocking.
• 21:28
  It
• 21:28
  was
• 21:28
  quite
• 21:28
  your,
• 21:28
  it
• 21:29
  was
• 21:29
  probably
• 21:29
  about
• 21:29
  six
• 21:29
  three
• 21:30
  and
• 21:30
  I
• 21:30
  was
• 21:30
  thinking,
• 21:31
  right,
• 21:31
  so
• 21:31
  you've
• 21:31
  got
• 21:31
  another
• 21:32
  30
• 21:32
  years
• 21:33
  in
• 21:33
  this
• 21:33
  profession
• 21:33
  and
• 21:34
  your
• 21:34
  main
• 21:34
  driver
• 21:35
  is
• 21:35
  a
• 21:35
  money
• 21:35
  and
• 21:36
  qer.
• 21:37
  That's
• 21:37
  not
• 21:37
  really
• 21:38
  what
• 21:38
  I
• 21:38
  was
• 21:38
  expecting
• 21:38
  to
• 21:38
  hear.
• 21:39
  No.
• 21:40
  So,
• 21:41
  yeah,
• 21:41
  so,
• 21:41
  so,
• 21:41
  so,
• 21:42
  I,
• 21:42
  I
• 21:42
  think
• 21:42
  that
• 21:42
  is
• 21:42
  a
• 21:42
  real,
• 21:43
  real
• 21:43
  important
• 21:43
  one.
• 21:43
  So
• 21:44
  if
• 21:44
  you
• 21:44
  are
• 21:44
  advising,
• 21:45
  because
• 21:45
  we've
• 21:45
  talked
• 21:46
  about
• 21:46
  quite
• 21:47
  a
• 21:47
  few
• 21:47
  things.
• 21:47
  So
• 21:48
  if
• 21:48
  you
• 21:48
  are
• 21:48
  advising
• 21:49
  a
• 21:49
  clinician
• 21:50
  founder,
• 21:50
  MedTech
• 21:51
  founder
• 21:51
  today,
• 21:52
  what
• 21:52
  would
• 21:52
  you
• 21:52
  tell
• 21:52
  'em
• 21:52
  to
• 21:52
  focus
• 21:53
  on
• 21:53
  first?
• 21:54
  Because
• 21:54
  we've
• 21:54
  got
• 21:55
  the
• 21:55
  who,
• 21:55
  the
• 21:55
  what,
• 21:56
  the
• 21:56
  what,
• 21:56
  and
• 21:57
  then
• 21:57
  the,
• 21:58
  the
• 21:58
  barriers
• 21:58
  and
• 21:58
  then
• 21:58
  the
• 21:58
  strategy.
• 22:00
  What
• 22:00
  would
• 22:00
  you
• 22:00
  say?
• 22:01
  Right?
• 22:01
  Do
• 22:01
  this
• 22:02
  as
• 22:02
  your
• 22:02
  step
• 22:02
  one.
• 22:03
  So
• 22:03
  someone
• 22:03
  who's
• 22:03
  listening
• 22:03
  can
• 22:03
  say,
• 22:04
  right,
• 22:04
  I
• 22:04
  wanna
• 22:04
  go
• 22:04
  and
• 22:04
  do
• 22:04
  this.
• 22:05
  So
• 22:05
  I,
• 22:05
  I
• 22:05
  think
• 22:05
  that
• 22:06
  the,
• 22:06
  who
• 22:06
  is
• 22:06
  the
• 22:06
  first
• 22:07
  step,
• 22:07
  and
• 22:07
  I
• 22:07
  feel
• 22:07
  like
• 22:08
  because
• 22:08
  you
• 22:08
  can't,
• 22:08
  you
• 22:08
  can't
• 22:09
  really
• 22:09
  move
• 22:09
  forward
• 22:09
  without
• 22:10
  knowing
• 22:10
  who
• 22:10
  the
• 22:10
  who
• 22:10
  is.
• 22:11
  And
• 22:12
  I
• 22:12
  feel
• 22:12
  like
• 22:12
  someone
• 22:12
  might
• 22:13
  be
• 22:13
  overwhelmed
• 22:13
  at
• 22:13
  this
• 22:13
  moment
• 22:14
  thinking,
• 22:14
  now
• 22:15
  we
• 22:15
  just
• 22:15
  talked
• 22:15
  about
• 22:15
  all
• 22:15
  these
• 22:16
  examples
• 22:16
  and
• 22:16
  like,
• 22:17
  do
• 22:17
  I
• 22:17
  need
• 22:17
  to
• 22:17
  literally
• 22:18
  know
• 22:18
  every
• 22:19
  single
• 22:19
  person
• 22:19
  I'm
• 22:19
  trying
• 22:20
  to,
• 22:20
  I'm
• 22:20
  planning
• 22:20
  to
• 22:20
  build
• 22:20
  something
• 22:21
  that's
• 22:21
  gonna
• 22:21
  scale
• 22:21
  to
• 22:22
  thousands
• 22:22
  of
• 22:22
  people.
• 22:22
  I
• 22:22
  will
• 22:23
  never
• 22:23
  know
• 22:23
  all
• 22:23
  those
• 22:23
  people.
• 22:24
  So
• 22:24
  I
• 22:24
  would
• 22:24
  say
• 22:25
  one
• 22:25
  of
• 22:25
  the
• 22:25
  things
• 22:25
  that
• 22:25
  is
• 22:26
  really
• 22:26
  helpful
• 22:26
  is
• 22:26
  building
• 22:27
  personas.
• 22:28
  So
• 22:28
  like
• 22:28
  you
• 22:29
  could
• 22:29
  go
• 22:29
  and
• 22:29
  say,
• 22:30
  okay,
• 22:30
  there
• 22:31
  are,
• 22:31
  I
• 22:31
  don't
• 22:31
  know,
• 22:31
  3,
• 22:32
  4,
• 22:32
  5
• 22:33
  examples
• 22:34
  of.
• 22:34
  Doctor
• 22:35
  personas
• 22:36
  that
• 22:36
  are
• 22:36
  kind
• 22:36
  of
• 22:36
  like
• 22:37
  combinations
• 22:38
  of
• 22:38
  what
• 22:38
  that
• 22:38
  might
• 22:38
  look
• 22:38
  like.
• 22:39
  So
• 22:39
  the
• 22:39
  example
• 22:39
  you
• 22:39
  just
• 22:40
  gave
• 22:40
  is
• 22:40
  one
• 22:40
  example,
• 22:41
  but
• 22:41
  as
• 22:41
  you
• 22:41
  said,
• 22:42
  that's
• 22:42
  not
• 22:42
  the
• 22:42
  norm.
• 22:43
  That
• 22:43
  might
• 22:43
  be
• 22:44
  one
• 22:44
  type
• 22:44
  of
• 22:44
  example
• 22:45
  so
• 22:45
  that
• 22:45
  you
• 22:45
  can
• 22:45
  kind
• 22:45
  of
• 22:45
  group
• 22:46
  people
• 22:46
  together
• 22:46
  in
• 22:47
  these
• 22:47
  different
• 22:47
  examples
• 22:48
  and
• 22:48
  then
• 22:48
  see
• 22:49
  ultimately.
• 22:50
  What
• 22:50
  are
• 22:50
  the
• 22:50
  barriers
• 22:51
  and
• 22:51
  facilitators
• 22:51
  for
• 22:51
  one
• 22:52
  group
• 22:52
  versus
• 22:52
  another
• 22:53
  of
• 22:53
  personas?
• 22:54
  But
• 22:54
  I
• 22:54
  wanna
• 22:54
  flag,
• 22:54
  I
• 22:55
  wanna
• 22:55
  share
• 22:55
  this
• 22:55
  story
• 22:55
  about
• 22:56
  how
• 22:56
  important
• 22:56
  it
• 22:57
  is
• 22:57
  to
• 22:57
  truly
• 22:57
  think
• 22:58
  about
• 22:58
  all
• 22:58
  of
• 22:58
  the
• 22:59
  different
• 22:59
  who's,
• 22:59
  and
• 23:00
  how
• 23:00
  easy
• 23:00
  it
• 23:00
  is
• 23:01
  to
• 23:01
  miss
• 23:01
  who's
• 23:02
  so,
• 23:02
  like
• 23:02
  miss
• 23:03
  people
• 23:03
  who
• 23:03
  are
• 23:03
  being
• 23:03
  asked
• 23:03
  to
• 23:03
  change.
• 23:04
  So
• 23:04
  it
• 23:04
  was
• 23:05
  not
• 23:05
  a
• 23:05
  tech
• 23:05
  intervention,
• 23:06
  but
• 23:06
  several
• 23:06
  years
• 23:06
  ago
• 23:07
  I
• 23:07
  was
• 23:07
  helping
• 23:07
  people
• 23:07
  implement
• 23:08
  a
• 23:08
  surgical
• 23:09
  safety
• 23:10
  protocol
• 23:11
  in
• 23:11
  hospitals.
• 23:12
  Okay.
• 23:12
  And
• 23:12
  so
• 23:13
  we
• 23:13
  had
• 23:13
  15
• 23:13
  hospitals.
• 23:15
  Implementing
• 23:15
  this
• 23:15
  surgical
• 23:16
  safety
• 23:16
  protocol,
• 23:17
  and
• 23:17
  one
• 23:17
  of
• 23:18
  the
• 23:18
  hospitals
• 23:18
  was
• 23:18
  doing
• 23:19
  really,
• 23:20
  really
• 23:20
  well.
• 23:20
  The
• 23:21
  doctors
• 23:21
  were
• 23:21
  on
• 23:21
  board,
• 23:22
  the
• 23:22
  surgeons
• 23:22
  were
• 23:22
  on
• 23:22
  board,
• 23:23
  the
• 23:23
  nurses
• 23:23
  were
• 23:24
  on
• 23:24
  board.
• 23:24
  Leadership
• 23:25
  was
• 23:25
  on
• 23:25
  board.
• 23:25
  It
• 23:26
  was
• 23:26
  amazing.
• 23:27
  And
• 23:27
  I
• 23:27
  am
• 23:28
  working.
• 23:28
  So
• 23:29
  we
• 23:29
  work
• 23:29
  with
• 23:29
  people.
• 23:30
  The
• 23:30
  idea
• 23:30
  that
• 23:30
  you
• 23:30
  have
• 23:30
  a
• 23:30
  team
• 23:31
  in
• 23:31
  a
• 23:32
  hospital
• 23:32
  who
• 23:32
  supporting
• 23:33
  implementation.
• 23:33
  So
• 23:33
  I
• 23:33
  was
• 23:34
  working
• 23:34
  with
• 23:34
  the
• 23:34
  implementation
• 23:35
  team
• 23:35
  and
• 23:35
  one
• 23:36
  of
• 23:36
  the
• 23:36
  women
• 23:36
  came
• 23:36
  to
• 23:36
  one
• 23:36
  of
• 23:36
  the
• 23:36
  meetings
• 23:37
  and
• 23:37
  said,
• 23:38
  we
• 23:38
  had
• 23:38
  this
• 23:38
  crazy
• 23:39
  situation
• 23:40
  where
• 23:40
  we
• 23:40
  realized
• 23:41
  we
• 23:41
  missed
• 23:41
  a
• 23:41
  who.
• 23:42
  Everyone
• 23:42
  was
• 23:42
  on
• 23:42
  board.
• 23:43
  And
• 23:43
  one
• 23:44
  of
• 23:44
  the
• 23:44
  big
• 23:44
  changes
• 23:45
  that
• 23:45
  we
• 23:45
  had
• 23:46
  asked
• 23:46
  people
• 23:46
  to
• 23:46
  make
• 23:47
  wasn't
• 23:47
  happening.
• 23:48
  So
• 23:48
  the
• 23:48
  change
• 23:49
  was
• 23:49
  that
• 23:49
  in
• 23:49
  the
• 23:49
  past,
• 23:50
  people
• 23:50
  were
• 23:51
  not
• 23:51
  supposed
• 23:51
  to
• 23:51
  eat
• 23:51
  or
• 23:52
  drink
• 23:52
  the
• 23:52
  night
• 23:52
  before
• 23:52
  surgery.
• 23:53
  But
• 23:53
  now
• 23:54
  because
• 23:54
  of
• 23:54
  new
• 23:54
  protocols
• 23:55
  for
• 23:55
  a
• 23:55
  bunch
• 23:55
  of
• 23:56
  different
• 23:56
  surgeries,
• 23:56
  you
• 23:56
  could
• 23:57
  eat
• 23:57
  or
• 23:57
  drink
• 23:57
  the
• 23:57
  night
• 23:58
  before
• 23:58
  up
• 23:58
  until
• 23:59
  that
• 23:59
  morning.
• 23:59
  But
• 23:59
  they
• 24:00
  said
• 24:00
  patients
• 24:00
  are
• 24:01
  showing
• 24:01
  up
• 24:01
  saying,
• 24:01
  oh,
• 24:01
  don't
• 24:02
  worry,
• 24:02
  I
• 24:02
  haven't
• 24:02
  had
• 24:03
  anything
• 24:03
  to
• 24:03
  eat
• 24:03
  or
• 24:03
  drink
• 24:03
  since
• 24:04
  last
• 24:04
  night.
• 24:05
  And
• 24:05
  so
• 24:05
  part
• 24:05
  of
• 24:05
  this,
• 24:06
  um,
• 24:06
  protocol
• 24:06
  was
• 24:06
  getting
• 24:07
  people
• 24:07
  to
• 24:07
  kind
• 24:07
  of
• 24:07
  be
• 24:07
  healthier
• 24:08
  and
• 24:08
  stronger
• 24:08
  going
• 24:08
  into
• 24:09
  surgery,
• 24:09
  and
• 24:09
  then
• 24:09
  moving
• 24:10
  much
• 24:10
  sooner
• 24:11
  after
• 24:11
  surgery
• 24:11
  to
• 24:11
  improve
• 24:12
  outcomes.
• 24:13
  They're
• 24:13
  like,
• 24:13
  we
• 24:13
  could
• 24:14
  not
• 24:14
  understand
• 24:15
  why
• 24:15
  all
• 24:15
  these
• 24:15
  patients
• 24:16
  were
• 24:16
  saying
• 24:16
  they
• 24:16
  hadn't
• 24:17
  eaten
• 24:17
  or
• 24:17
  had
• 24:18
  anything
• 24:18
  to
• 24:18
  drink.
• 24:19
  And
• 24:19
  so
• 24:19
  finally
• 24:19
  we
• 24:19
  asked
• 24:20
  one
• 24:20
  of
• 24:20
  the
• 24:20
  patients
• 24:21
  like,
• 24:21
  why?
• 24:21
  And
• 24:21
  they
• 24:21
  said,
• 24:22
  well,
• 24:22
  yesterday
• 24:23
  someone
• 24:23
  called
• 24:23
  me
• 24:24
  and
• 24:24
  said,
• 24:24
  Hey,
• 24:25
  you
• 24:25
  have
• 24:25
  surgery
• 24:25
  tomorrow
• 24:25
  morning.
• 24:26
  Show
• 24:26
  up
• 24:26
  at
• 24:26
  7:00
• 24:27
  AM
• 24:27
  Go
• 24:27
  to
• 24:27
  this
• 24:27
  door
• 24:28
  park
• 24:28
  here.
• 24:29
  Don't
• 24:29
  forget
• 24:30
  you
• 24:30
  don't
• 24:30
  wanna
• 24:30
  eat
• 24:30
  or
• 24:30
  drink
• 24:31
  the
• 24:31
  night
• 24:31
  before.
• 24:32
  They
• 24:33
  had
• 24:33
  not
• 24:33
  included
• 24:34
  the
• 24:35
  admin
• 24:35
  person
• 24:35
  who
• 24:36
  calls
• 24:36
  the
• 24:36
  day
• 24:36
  before
• 24:37
  surgery
• 24:37
  on
• 24:37
  their
• 24:37
  list
• 24:38
  of
• 24:38
  who's,
• 24:38
  they
• 24:39
  had
• 24:39
  only
• 24:39
  included
• 24:39
  clinicians
• 24:40
  and
• 24:40
  all
• 24:40
  the
• 24:40
  people
• 24:41
  on
• 24:41
  the
• 24:41
  ward,
• 24:41
  and
• 24:42
  they
• 24:42
  hadn't
• 24:42
  thought
• 24:42
  of
• 24:42
  that
• 24:43
  who,
• 24:43
  and
• 24:43
  literally
• 24:44
  that
• 24:44
  person
• 24:44
  is
• 24:44
  the
• 24:44
  last
• 24:45
  person
• 24:45
  the
• 24:45
  PERS
• 24:46
  patient
• 24:46
  spoke
• 24:46
  to
• 24:46
  before
• 24:47
  they
• 24:47
  came
• 24:47
  to
• 24:47
  the
• 24:47
  hospital.
• 24:48
  And
• 24:48
  so
• 24:48
  it
• 24:48
  transformed
• 24:49
  all
• 24:49
  these
• 24:49
  things.
• 24:50
  So
• 24:50
  I,
• 24:50
  I
• 24:50
  think
• 24:50
  it's
• 24:51
  a
• 24:51
  beautiful
• 24:51
  example
• 24:52
  of
• 24:52
  how
• 24:52
  easy
• 24:53
  it
• 24:53
  is
• 24:53
  to
• 24:53
  miss.
• 24:54
  Pivotal
• 24:55
  who's
• 24:55
  in
• 24:56
  what
• 24:56
  we're
• 24:56
  doing.
• 24:56
  So
• 24:57
  make
• 24:57
  your
• 24:57
  list
• 24:57
  of
• 24:58
  who's
• 24:58
  go
• 24:58
  implement
• 24:59
  some
• 24:59
  things
• 24:59
  and
• 24:59
  probably
• 25:00
  revisit
• 25:00
  and
• 25:00
  probably
• 25:01
  add
• 25:01
  other
• 25:01
  who's
• 25:02
  that
• 25:02
  you
• 25:02
  might
• 25:02
  not
• 25:02
  realize.
• 25:03
  I
• 25:03
  think
• 25:03
  that,
• 25:03
  I
• 25:03
  think
• 25:03
  that's
• 25:04
  a
• 25:04
  critical
• 25:04
  point
• 25:05
  because
• 25:05
  especially
• 25:06
  when
• 25:06
  you're
• 25:06
  talking
• 25:06
  about
• 25:06
  med
• 25:06
  tech,
• 25:07
  because
• 25:07
  people
• 25:07
  automatically
• 25:08
  think,
• 25:09
  oh
• 25:09
  well
• 25:09
  the
• 25:09
  people
• 25:09
  I
• 25:09
  need
• 25:10
  to
• 25:10
  meet
• 25:10
  to
• 25:10
  the
• 25:10
  clinicians,
• 25:11
  and
• 25:11
  if
• 25:11
  I
• 25:11
  get
• 25:11
  the
• 25:11
  clinicians
• 25:12
  on
• 25:12
  side,
• 25:12
  it'll
• 25:13
  work.
• 25:13
  And
• 25:13
  then
• 25:14
  when
• 25:14
  it's
• 25:14
  not
• 25:14
  working,
• 25:14
  think.
• 25:15
  But
• 25:15
  that
• 25:15
  clinician
• 25:15
  said
• 25:16
  he
• 25:16
  loves
• 25:16
  it.
• 25:16
  That
• 25:16
  so
• 25:17
  did
• 25:17
  she.
• 25:17
  So
• 25:17
  did
• 25:17
  he.
• 25:18
  So,
• 25:18
  and
• 25:19
  then
• 25:19
  you
• 25:19
  think
• 25:19
  what's
• 25:19
  happening
• 25:20
  when
• 25:20
  you
• 25:20
  understand
• 25:21
  the
• 25:21
  process
• 25:21
  and
• 25:22
  you
• 25:22
  work
• 25:22
  through
• 25:22
  that
• 25:23
  entire
• 25:23
  process
• 25:24
  and.
• 25:25
  All
• 25:25
  the
• 25:25
  touch
• 25:25
  points
• 25:26
  in
• 25:26
  that
• 25:26
  process
• 25:27
  are
• 25:27
  not,
• 25:27
  are
• 25:27
  not
• 25:27
  assuming.
• 25:28
  I
• 25:28
  think
• 25:28
  this
• 25:28
  is
• 25:28
  the
• 25:29
  key.
• 25:29
  Not
• 25:29
  assuming
• 25:30
  that,
• 25:30
  oh,
• 25:30
  well
• 25:30
  I've
• 25:30
  told
• 25:30
  a
• 25:30
  clinician,
• 25:31
  so
• 25:31
  the
• 25:31
  clinician
• 25:31
  will
• 25:31
  tell
• 25:32
  that
• 25:32
  person,
• 25:32
  this
• 25:32
  person
• 25:33
  that,
• 25:33
  what
• 25:33
  am
• 25:33
  I,
• 25:34
  most
• 25:34
  of
• 25:34
  the
• 25:34
  time
• 25:34
  they're
• 25:35
  very
• 25:35
  busy
• 25:35
  and
• 25:35
  they're
• 25:35
  just
• 25:35
  gonna
• 25:35
  focus
• 25:36
  on
• 25:36
  themselves.
• 25:36
  They
• 25:37
  haven't
• 25:37
  got
• 25:37
  time
• 25:37
  to
• 25:37
  go
• 25:37
  and
• 25:37
  speak
• 25:38
  to
• 25:38
  the
• 25:38
  the,
• 25:38
  the
• 25:39
  admin
• 25:39
  person
• 25:39
  who's
• 25:39
  calling.
• 25:40
  'cause
• 25:40
  they're
• 25:40
  saying,
• 25:40
  oh
• 25:40
  well.
• 25:41
  Somebody
• 25:41
  will
• 25:41
  do
• 25:42
  that,
• 25:42
  but
• 25:42
  that's
• 25:43
  somebody's
• 25:43
  always
• 25:43
  nobody
• 25:44
  unless
• 25:44
  you've
• 25:45
  picked
• 25:45
  it
• 25:45
  up.
• 25:45
  So,
• 25:45
  and
• 25:45
  that's
• 25:46
  a
• 25:46
  really,
• 25:46
  really
• 25:47
  critical
• 25:47
  point
• 25:48
  to
• 25:48
  actually
• 25:48
  address.
• 25:49
  Uh,
• 25:49
  and
• 25:49
  then
• 25:50
  I'm
• 25:50
  gonna,
• 25:50
  'cause
• 25:50
  we're
• 25:50
  gonna
• 25:50
  get,
• 25:51
  we're
• 25:51
  gonna
• 25:51
  do
• 25:51
  a,
• 25:51
  a
• 25:51
  little
• 25:52
  case
• 25:52
  study,
• 25:52
  deep
• 25:52
  dive
• 25:53
  as
• 25:53
  well.
• 25:53
  So
• 25:53
  make,
• 25:54
  make
• 25:54
  sure
• 25:54
  you
• 25:54
  keep
• 25:54
  listening
• 25:55
  because
• 25:55
  that,
• 25:56
  that
• 25:56
  sometimes
• 25:56
  brings
• 25:57
  it.
• 25:57
  To
• 25:57
  life
• 25:58
  better
• 25:58
  than
• 25:58
  us
• 25:59
  talking
• 25:59
  about,
• 25:59
  you
• 25:59
  know,
• 26:00
  hypotheticals.
• 26:01
  Although
• 26:01
  we've
• 26:01
  been
• 26:01
  going
• 26:02
  for
• 26:02
  examples
• 26:02
  of
• 26:02
  course,
• 26:03
  all
• 26:03
  the
• 26:03
  way
• 26:03
  through.
• 26:04
  But
• 26:04
  just
• 26:04
  one
• 26:04
  quick
• 26:04
  question,
• 26:05
  'cause
• 26:05
  obviously
• 26:05
  one
• 26:06
  of
• 26:06
  the
• 26:06
  big
• 26:06
  things
• 26:06
  I
• 26:07
  do
• 26:07
  is
• 26:07
  help
• 26:07
  people
• 26:07
  export
• 26:08
  and
• 26:08
  scale
• 26:08
  their
• 26:08
  business.
• 26:09
  Um,
• 26:10
  and
• 26:10
  I'm
• 26:10
  always
• 26:10
  interested,
• 26:11
  um,
• 26:12
  on
• 26:12
  people's
• 26:12
  thoughts,
• 26:13
  especially
• 26:13
  from
• 26:13
  an
• 26:13
  implementation
• 26:14
  science
• 26:14
  point
• 26:14
  of
• 26:15
  view.
• 26:15
  How
• 26:15
  does
• 26:15
  that
• 26:15
  translate
• 26:16
  across
• 26:17
  borders?
• 26:17
  Because,
• 26:18
  you
• 26:18
  know,
• 26:18
  you
• 26:18
  might
• 26:19
  have
• 26:19
  a
• 26:19
  product
• 26:19
  and
• 26:19
  it
• 26:20
  works
• 26:20
  really
• 26:20
  well
• 26:20
  in
• 26:21
  Canada.
• 26:21
  Uh,
• 26:22
  it
• 26:22
  doesn't
• 26:22
  work
• 26:22
  that
• 26:22
  well
• 26:22
  in
• 26:22
  the
• 26:23
  uk.
• 26:23
  It
• 26:23
  works
• 26:23
  brilliant
• 26:24
  in
• 26:24
  France.
• 26:25
  What,
• 26:25
  what,
• 26:25
  what,
• 26:25
  what,
• 26:26
  what
• 26:26
  are
• 26:26
  the
• 26:26
  things.
• 26:27
  That
• 26:27
  would
• 26:27
  make
• 26:28
  it
• 26:28
  work
• 26:28
  in
• 26:28
  one
• 26:28
  country,
• 26:29
  but
• 26:29
  then
• 26:29
  fail
• 26:29
  in
• 26:29
  another.
• 26:30
  So,
• 26:31
  okay.
• 26:31
  So
• 26:31
  what's
• 26:31
  beautiful
• 26:33
  and
• 26:33
  challenging
• 26:33
  is
• 26:34
  that
• 26:34
  you
• 26:34
  can
• 26:34
  literally
• 26:35
  go
• 26:35
  through
• 26:35
  the
• 26:35
  same
• 26:35
  process
• 26:36
  we
• 26:36
  just
• 26:36
  talked
• 26:36
  about,
• 26:37
  defining
• 26:37
  the
• 26:37
  who's
• 26:38
  and
• 26:38
  the
• 26:38
  what's
• 26:38
  and
• 26:39
  the
• 26:39
  barriers
• 26:39
  and
• 26:39
  picking
• 26:39
  strategies.
• 26:40
  But
• 26:41
  instead
• 26:41
  of
• 26:41
  thinking
• 26:41
  about
• 26:42
  it
• 26:42
  at
• 26:42
  the
• 26:42
  individual
• 26:43
  level,
• 26:43
  which
• 26:43
  is
• 26:44
  mostly
• 26:44
  what
• 26:44
  we
• 26:44
  have
• 26:44
  been
• 26:44
  talking
• 26:45
  about,
• 26:45
  you
• 26:45
  can
• 26:46
  take
• 26:46
  it
• 26:46
  one
• 26:47
  or
• 26:47
  even
• 26:47
  two
• 26:48
  levels
• 26:48
  up
• 26:48
  in
• 26:48
  the
• 26:48
  system.
• 26:49
  So
• 26:49
  for
• 26:49
  example,
• 26:50
  instead
• 26:51
  of
• 26:51
  who's
• 26:51
  as
• 26:52
  individual
• 26:52
  clinicians,
• 26:53
  it's
• 26:53
  about.
• 26:54
  Organizations,
• 26:55
  organizations.
• 26:55
  So
• 26:55
  like
• 26:55
  what
• 26:56
  does
• 26:56
  it
• 26:56
  look
• 26:56
  like
• 26:56
  for
• 26:56
  organizations
• 26:57
  to
• 26:57
  adopt
• 26:57
  things?
• 26:57
  And
• 26:58
  so
• 26:58
  like
• 26:58
  you're
• 26:58
  in
• 26:58
  the
• 26:58
  uk,
• 26:59
  so
• 26:59
  you
• 26:59
  have
• 26:59
  NHS,
• 27:00
  and
• 27:00
  so
• 27:00
  it's
• 27:00
  like
• 27:01
  national.
• 27:02
  That's
• 27:02
  not
• 27:02
  true
• 27:02
  everywhere.
• 27:03
  I
• 27:03
  live
• 27:03
  in
• 27:03
  Canada,
• 27:04
  and
• 27:04
  so
• 27:05
  we
• 27:05
  have
• 27:05
  some
• 27:05
  provinces
• 27:06
  that
• 27:06
  essentially
• 27:06
  have
• 27:07
  an
• 27:07
  A.
• 27:07
  One
• 27:07
  of
• 27:07
  them
• 27:08
  is
• 27:08
  Alberta
• 27:08
  Health
• 27:08
  Services,
• 27:09
  Alberta
• 27:09
  Health
• 27:10
  Services,
• 27:10
  so
• 27:10
  a
• 27:10
  HS,
• 27:11
  so
• 27:11
  kind
• 27:11
  of
• 27:11
  like
• 27:11
  NHS,
• 27:12
  but
• 27:12
  lots
• 27:12
  of
• 27:12
  other
• 27:13
  places.
• 27:13
  It's
• 27:13
  very
• 27:14
  regional
• 27:14
  and
• 27:14
  so
• 27:15
  it
• 27:15
  doesn't
• 27:15
  look
• 27:15
  the
• 27:15
  same.
• 27:16
  So
• 27:16
  you
• 27:16
  have
• 27:16
  to
• 27:16
  think
• 27:16
  about
• 27:17
  adoption
• 27:17
  at
• 27:17
  that
• 27:17
  organizational.
• 27:19
  Level
• 27:19
  and
• 27:20
  so
• 27:20
  you
• 27:20
  can
• 27:20
  go
• 27:20
  through
• 27:21
  the
• 27:21
  same
• 27:21
  process.
• 27:21
  Okay.
• 27:21
  What
• 27:22
  does
• 27:22
  that
• 27:22
  look
• 27:22
  like
• 27:22
  for
• 27:22
  the
• 27:22
  organization
• 27:23
  to
• 27:23
  adopt?
• 27:24
  Who
• 27:24
  needs
• 27:24
  to
• 27:24
  do
• 27:24
  something
• 27:25
  differently
• 27:25
  at
• 27:25
  that
• 27:25
  organization
• 27:26
  level
• 27:26
  to
• 27:26
  adopt
• 27:27
  it?
• 27:27
  And
• 27:27
  then
• 27:28
  what
• 27:28
  are
• 27:28
  the
• 27:28
  organization
• 27:29
  level
• 27:29
  barriers
• 27:30
  and
• 27:30
  facilitators?
• 27:31
  And
• 27:31
  then
• 27:31
  what
• 27:32
  are
• 27:32
  the
• 27:32
  strategies
• 27:32
  we
• 27:33
  can
• 27:33
  use
• 27:33
  to
• 27:33
  address
• 27:33
  those?
• 27:34
  Because
• 27:34
  there's
• 27:35
  lots
• 27:35
  of
• 27:35
  research
• 27:35
  that
• 27:36
  shows
• 27:36
  that
• 27:37
  organizations
• 27:38
  that
• 27:38
  are
• 27:38
  not
• 27:38
  ready
• 27:39
  to
• 27:39
  adopt
• 27:39
  are
• 27:40
  not
• 27:40
  going
• 27:40
  to
• 27:40
  adopt,
• 27:41
  and
• 27:41
  in
• 27:41
  fact.
• 27:42
  70%
• 27:44
  of
• 27:44
  all
• 27:44
  implementation
• 27:45
  efforts
• 27:45
  fail
• 27:46
  because
• 27:46
  organizations
• 27:47
  are
• 27:47
  not
• 27:48
  ready
• 27:48
  to
• 27:48
  adopt
• 27:49
  the
• 27:49
  thing.
• 27:49
  And
• 27:50
  there
• 27:50
  was
• 27:50
  even
• 27:50
  some
• 27:50
  new
• 27:50
  literature
• 27:51
  that
• 27:51
  just
• 27:51
  came
• 27:51
  out
• 27:51
  that
• 27:52
  said,
• 27:52
  if
• 27:52
  you
• 27:52
  know
• 27:53
  an
• 27:53
  organization
• 27:54
  is
• 27:54
  not
• 27:54
  ready
• 27:55
  at
• 27:55
  the,
• 27:55
  after
• 27:55
  the
• 27:56
  initial
• 27:56
  exploration
• 27:57
  stage
• 27:57
  and
• 27:57
  you
• 27:58
  keep
• 27:58
  going,
• 27:58
  95%
• 27:59
  of
• 27:59
  them
• 27:59
  fail.
• 28:00
  So
• 28:00
  like,
• 28:01
  if
• 28:01
  they're
• 28:01
  not
• 28:01
  ready,
• 28:02
  that
• 28:02
  is
• 28:02
  not
• 28:02
  a
• 28:02
  good
• 28:02
  move.
• 28:04
  But
• 28:04
  it
• 28:04
  can
• 28:04
  also
• 28:04
  be
• 28:04
  one
• 28:04
  level
• 28:05
  up
• 28:05
  in
• 28:05
  the
• 28:05
  system.
• 28:05
  It
• 28:05
  can
• 28:06
  be
• 28:06
  at
• 28:06
  the
• 28:06
  system
• 28:07
  level.
• 28:07
  Yeah.
• 28:07
  So
• 28:07
  like
• 28:08
  is
• 28:08
  that
• 28:09
  entire
• 28:09
  country,
• 28:10
  is
• 28:10
  that
• 28:10
  entire
• 28:10
  state
• 28:11
  province
• 28:11
  ready
• 28:12
  to
• 28:12
  adopt
• 28:12
  this?
• 28:13
  And
• 28:13
  there
• 28:13
  can
• 28:14
  be
• 28:14
  really
• 28:14
  big
• 28:14
  differences.
• 28:15
  I
• 28:15
  live
• 28:16
  in
• 28:16
  Canada,
• 28:16
  I
• 28:16
  work
• 28:17
  very
• 28:17
  internationally.
• 28:18
  And
• 28:18
  so
• 28:18
  there's
• 28:19
  things,
• 28:19
  as
• 28:19
  you
• 28:19
  said
• 28:19
  that
• 28:19
  work
• 28:20
  in
• 28:20
  the
• 28:20
  United
• 28:20
  States
• 28:20
  that
• 28:21
  don't
• 28:21
  work
• 28:21
  in
• 28:21
  Canada.
• 28:22
  We
• 28:22
  do
• 28:22
  a
• 28:22
  lot
• 28:22
  of
• 28:22
  work
• 28:23
  with
• 28:23
  people
• 28:23
  in
• 28:23
  South
• 28:23
  America
• 28:24
  and
• 28:24
  in
• 28:24
  Africa,
• 28:25
  and
• 28:25
  there's
• 28:25
  things
• 28:25
  that
• 28:26
  work
• 28:26
  in
• 28:26
  some
• 28:26
  countries
• 28:27
  that
• 28:27
  don't
• 28:27
  work
• 28:27
  in
• 28:27
  others
• 28:28
  because
• 28:28
  of
• 28:28
  the
• 28:28
  system.
• 28:29
  And
• 28:29
  so
• 28:30
  you
• 28:30
  can
• 28:30
  go
• 28:30
  through
• 28:30
  the
• 28:30
  same
• 28:31
  mental
• 28:31
  process,
• 28:32
  but
• 28:32
  we
• 28:32
  have
• 28:32
  to
• 28:32
  think
• 28:32
  about
• 28:32
  the
• 28:32
  barriers.
• 28:33
  Kind
• 28:33
  of
• 28:33
  like
• 28:34
  higher
• 28:35
  and
• 28:35
  stuff
• 28:35
  to
• 28:35
  help
• 28:35
  people
• 28:35
  go
• 28:36
  through
• 28:36
  that
• 28:36
  process
• 28:36
  and
• 28:36
  do
• 28:37
  that.
• 28:37
  Yeah,
• 28:37
  no,
• 28:37
  and
• 28:37
  I
• 28:37
  think
• 28:38
  that's
• 28:38
  really
• 28:38
  useful.
• 28:38
  Useful
• 28:38
  because
• 28:39
  I,
• 28:39
  I
• 28:39
  use
• 28:39
  a,
• 28:39
  a
• 28:40
  market
• 28:40
  selection
• 28:40
  process
• 28:41
  because
• 28:42
  every
• 28:42
  time
• 28:42
  someone
• 28:42
  comes
• 28:43
  to
• 28:43
  me,
• 28:43
  oh,
• 28:43
  I
• 28:43
  wanna
• 28:43
  go
• 28:43
  to
• 28:44
  America.
• 28:44
  Okay.
• 28:44
  Why
• 28:45
  do
• 28:45
  you
• 28:45
  want
• 28:45
  go
• 28:45
  to
• 28:45
  America
• 28:46
  if
• 28:46
  the
• 28:46
  product
• 28:46
  Right
• 28:47
  for
• 28:47
  Amer,
• 28:47
  because
• 28:48
  they
• 28:48
  just
• 28:48
  assume
• 28:49
  that
• 28:49
  America's
• 28:49
  the
• 28:49
  big
• 28:49
  market,
• 28:50
  which
• 28:50
  it
• 28:50
  is,
• 28:50
  it's
• 28:50
  the
• 28:50
  biggest
• 28:51
  healthcare
• 28:51
  market
• 28:51
  in
• 28:51
  the
• 28:51
  world,
• 28:52
  so
• 28:52
  they
• 28:52
  want
• 28:52
  to
• 28:52
  get
• 28:52
  into
• 28:53
  it
• 28:53
  yet,
• 28:53
  but
• 28:53
  not
• 28:53
  every
• 28:54
  product
• 28:54
  is
• 28:54
  gonna
• 28:54
  work
• 28:55
  in
• 28:55
  America.
• 28:55
  Yeah.
• 28:56
  And
• 28:56
  also
• 28:56
  it's
• 28:56
  gonna
• 28:57
  take
• 28:57
  you
• 28:57
  a
• 28:57
  bit
• 28:57
  of
• 28:57
  time.
• 28:57
  You've
• 28:58
  got
• 28:58
  FDA,
• 28:58
  uh,
• 28:59
  submission
• 28:59
  that
• 29:00
  lots
• 29:00
  of
• 29:00
  stuff
• 29:00
  that
• 29:00
  they
• 29:00
  don't
• 29:01
  think
• 29:01
  about.
• 29:01
  They
• 29:01
  think,
• 29:01
  oh,
• 29:02
  I
• 29:02
  just
• 29:02
  wander
• 29:02
  into
• 29:02
  America.
• 29:03
  And
• 29:03
  they
• 29:03
  want
• 29:03
  to
• 29:03
  use
• 29:03
  it,
• 29:04
  and
• 29:04
  I,
• 29:04
  I,
• 29:04
  I
• 29:05
  tell
• 29:05
  'em
• 29:05
  to
• 29:05
  select
• 29:06
  based
• 29:07
  on
• 29:07
  potential
• 29:07
  and
• 29:07
  probability.
• 29:09
  And
• 29:09
  go
• 29:10
  through
• 29:10
  quite
• 29:10
  a
• 29:10
  lot
• 29:11
  of
• 29:11
  different
• 29:11
  parameters
• 29:12
  to
• 29:12
  say
• 29:12
  right
• 29:12
  now
• 29:12
  based
• 29:13
  on
• 29:13
  that,
• 29:13
  not
• 29:13
  based
• 29:14
  on
• 29:14
  your
• 29:14
  view
• 29:15
  of
• 29:15
  the
• 29:15
  market,
• 29:16
  but
• 29:16
  based
• 29:16
  on
• 29:16
  actually
• 29:17
  proper
• 29:17
  hard
• 29:18
  criteria.
• 29:19
  These
• 29:19
  are
• 29:19
  the
• 29:19
  markets
• 29:20
  that
• 29:20
  your
• 29:20
  product
• 29:20
  is
• 29:20
  gonna
• 29:21
  fit
• 29:21
  better,
• 29:22
  and
• 29:22
  that's
• 29:22
  where
• 29:22
  you
• 29:22
  should
• 29:22
  target.
• 29:23
  Rather
• 29:23
  than
• 29:23
  just
• 29:23
  saying,
• 29:24
  oh,
• 29:24
  well,
• 29:24
  where's
• 29:24
  the
• 29:24
  big
• 29:25
  markets
• 29:25
  in
• 29:25
  the
• 29:25
  world?
• 29:25
  I'm
• 29:25
  going
• 29:26
  there
• 29:26
  first.
• 29:26
  It's
• 29:26
  seldom
• 29:27
  works,
• 29:27
  and
• 29:27
  I
• 29:27
  think
• 29:27
  you
• 29:27
  are
• 29:27
  right
• 29:28
  that
• 29:28
  people
• 29:29
  spend
• 29:29
  a
• 29:29
  lot
• 29:29
  of
• 29:29
  time
• 29:30
  and
• 29:30
  money
• 29:30
  banging
• 29:31
  their
• 29:31
  head.
• 29:32
  I'm
• 29:32
  spending,
• 29:32
  yeah.
• 29:33
  Spending
• 29:33
  a
• 29:33
  serious
• 29:34
  amount
• 29:34
  of
• 29:34
  cash
• 29:34
  trying
• 29:34
  to
• 29:34
  get
• 29:34
  into
• 29:35
  certain
• 29:35
  markets,
• 29:35
  especially
• 29:36
  the
• 29:36
  us
• 29:36
  and
• 29:36
  then
• 29:37
  wondering
• 29:37
  why
• 29:37
  it's
• 29:37
  not
• 29:38
  working,
• 29:38
  because
• 29:38
  they
• 29:38
  haven't
• 29:39
  really
• 29:39
  scope
• 29:39
  the
• 29:39
  market
• 29:39
  out.
• 29:40
  It's
• 29:40
  just,
• 29:40
  it's
• 29:40
  a
• 29:40
  big
• 29:40
  market.
• 29:41
  So
• 29:41
  I'm
• 29:41
  going,
• 29:42
  so
• 29:42
  no,
• 29:42
  that's,
• 29:42
  that's,
• 29:43
  that's
• 29:43
  really
• 29:43
  helpful
• 29:43
  actually.
• 29:45
  Can
• 29:45
  I
• 29:45
  jump
• 29:45
  in
• 29:45
  before
• 29:45
  we
• 29:45
  do?
• 29:46
  Yes.
• 29:47
  I
• 29:47
  feel
• 29:47
  like
• 29:47
  that
• 29:47
  taps
• 29:47
  with
• 29:47
  two
• 29:48
  big
• 29:48
  implementation
• 29:48
  science
• 29:49
  concepts
• 29:49
  that
• 29:49
  are
• 29:49
  pretty
• 29:50
  easy
• 29:50
  for
• 29:50
  people
• 29:50
  to
• 29:50
  get,
• 29:51
  which
• 29:51
  is,
• 29:51
  it's
• 29:51
  a
• 29:51
  question
• 29:52
  of
• 29:52
  fit.
• 29:53
  Does
• 29:53
  your
• 29:54
  thing
• 29:54
  fit
• 29:55
  in
• 29:55
  the
• 29:55
  setting
• 29:56
  in
• 29:56
  which
• 29:56
  you're
• 29:56
  talking
• 29:56
  about
• 29:57
  implementing
• 29:57
  it,
• 29:57
  and
• 29:58
  is
• 29:58
  that
• 29:58
  setting
• 29:59
  ready?
• 30:00
  To
• 30:00
  actually
• 30:00
  adopt
• 30:01
  and
• 30:01
  run
• 30:01
  with
• 30:01
  that
• 30:02
  thing.
• 30:02
  So
• 30:02
  I
• 30:02
  would
• 30:02
  say,
• 30:03
  for
• 30:03
  example,
• 30:04
  right
• 30:04
  now.
• 30:05
  In
• 30:05
  the
• 30:05
  United
• 30:05
  States,
• 30:06
  there's
• 30:06
  a
• 30:06
  lot
• 30:06
  of
• 30:06
  things
• 30:06
  happening
• 30:07
  and
• 30:07
  it's
• 30:07
  not
• 30:08
  necessarily
• 30:08
  the
• 30:08
  right
• 30:09
  time
• 30:09
  for
• 30:09
  lots
• 30:10
  of
• 30:10
  things.
• 30:10
  Not
• 30:11
  everything,
• 30:11
  but
• 30:11
  a
• 30:12
  lot
• 30:12
  of
• 30:12
  things.
• 30:13
  It's
• 30:13
  not
• 30:13
  necessarily
• 30:14
  the
• 30:14
  right
• 30:14
  time
• 30:14
  to
• 30:14
  introduce
• 30:15
  brand
• 30:15
  new
• 30:15
  stuff
• 30:16
  to
• 30:16
  certain
• 30:16
  audiences
• 30:17
  who
• 30:17
  are
• 30:17
  feeling
• 30:18
  really
• 30:18
  overwhelmed.
• 30:19
  Yeah.
• 30:19
  So
• 30:19
  you
• 30:19
  can
• 30:19
  say,
• 30:20
  is
• 30:20
  it
• 30:20
  the
• 30:20
  right
• 30:20
  fit?
• 30:21
  Maybe
• 30:21
  it
• 30:21
  is,
• 30:22
  but
• 30:22
  they're
• 30:22
  not
• 30:22
  ready
• 30:22
  right
• 30:23
  now,
• 30:23
  and
• 30:23
  sometimes
• 30:24
  it
• 30:24
  is
• 30:24
  not
• 30:24
  the
• 30:24
  right
• 30:24
  fit.
• 30:25
  So
• 30:25
  go
• 30:25
  find
• 30:25
  somewhere
• 30:26
  else
• 30:26
  that
• 30:26
  is
• 30:26
  the
• 30:26
  right
• 30:26
  fit.
• 30:27
  As
• 30:27
  you
• 30:27
  start
• 30:27
  exploring
• 30:28
  that,
• 30:28
  especially
• 30:28
  in
• 30:29
  those
• 30:29
  earlier
• 30:29
  stages
• 30:30
  when
• 30:30
  you
• 30:30
  wanna
• 30:30
  find.
• 30:32
  That
• 30:32
  you
• 30:32
  can
• 30:32
  actually
• 30:32
  start
• 30:33
  bringing
• 30:34
  this
• 30:34
  to
• 30:34
  new
• 30:34
  audiences,
• 30:35
  new
• 30:35
  places,
• 30:36
  and,
• 30:36
  and
• 30:36
  that's
• 30:36
  a
• 30:36
  really.
• 30:37
  A
• 30:37
  critical
• 30:38
  point,
• 30:38
  especially
• 30:38
  us
• 30:38
  at
• 30:39
  the
• 30:39
  moment,
• 30:39
  because
• 30:40
  if
• 30:40
  people
• 30:41
  seldom
• 30:42
  when
• 30:42
  they're
• 30:42
  doing
• 30:42
  their
• 30:43
  analysis,
• 30:43
  look
• 30:44
  at
• 30:44
  the
• 30:44
  political
• 30:44
  situation
• 30:45
  without
• 30:45
  getting
• 30:46
  into
• 30:46
  a
• 30:46
  political
• 30:46
  discussion,
• 30:47
  but
• 30:47
  people
• 30:47
  don't
• 30:47
  look
• 30:47
  at
• 30:47
  a
• 30:47
  political
• 30:48
  situation
• 30:48
  and
• 30:48
  think,
• 30:49
  actually,
• 30:49
  maybe
• 30:50
  this
• 30:50
  isn't
• 30:50
  the
• 30:50
  ideal
• 30:50
  time
• 30:51
  to
• 30:51
  be
• 30:51
  bringing
• 30:51
  a
• 30:51
  med
• 30:51
  tech
• 30:52
  or
• 30:52
  a
• 30:52
  pharmaceutical
• 30:53
  to
• 30:53
  the
• 30:53
  market
• 30:54
  when
• 30:54
  prices
• 30:55
  have.
• 30:56
  Significant
• 30:57
  downward
• 30:57
  pressure
• 30:57
  on
• 30:57
  them
• 30:58
  due
• 30:58
  to
• 30:58
  what
• 30:59
  certain
• 30:59
  individuals
• 31:00
  are
• 31:00
  saying.
• 31:00
  Is
• 31:00
  this
• 31:00
  the
• 31:01
  best
• 31:01
  time
• 31:01
  to
• 31:01
  do
• 31:01
  it
• 31:01
  or
• 31:01
  would
• 31:02
  it
• 31:02
  be
• 31:02
  better
• 31:02
  to
• 31:02
  maybe
• 31:02
  wait
• 31:03
  two
• 31:03
  or
• 31:03
  three
• 31:03
  years,
• 31:03
  focus
• 31:04
  on
• 31:04
  other
• 31:04
  markets,
• 31:05
  and
• 31:05
  then
• 31:05
  come
• 31:05
  back
• 31:05
  into
• 31:06
  the
• 31:06
  US
• 31:07
  when
• 31:07
  things
• 31:07
  start
• 31:07
  to
• 31:07
  stabilize
• 31:08
  for
• 31:09
  that
• 31:09
  healthcare
• 31:09
  market?
• 31:10
  People
• 31:10
  don't
• 31:10
  really
• 31:10
  think
• 31:10
  about
• 31:11
  those
• 31:11
  things.
• 31:11
  Those
• 31:12
  things.
• 31:12
  It's
• 31:12
  a
• 31:12
  big
• 31:12
  market
• 31:12
  I'm
• 31:13
  going
• 31:13
  in
• 31:13
  and
• 31:13
  then,
• 31:14
  you
• 31:14
  know,
• 31:14
  once
• 31:15
  you've
• 31:15
  set
• 31:15
  your
• 31:15
  price,
• 31:15
  you've
• 31:16
  set
• 31:16
  your
• 31:16
  price
• 31:17
  and
• 31:17
  it
• 31:17
  may,
• 31:17
  it
• 31:17
  may
• 31:17
  well
• 31:18
  be
• 31:18
  that
• 31:18
  your
• 31:18
  price
• 31:19
  today
• 31:19
  is
• 31:19
  25%
• 31:20
  of
• 31:20
  what
• 31:20
  it
• 31:20
  could
• 31:20
  have
• 31:21
  been.
• 31:21
  You
• 31:21
  know,
• 31:22
  it's
• 31:22
  three
• 31:22
  years
• 31:22
  ago
• 31:23
  or
• 31:23
  in
• 31:23
  three
• 31:23
  years
• 31:23
  time,
• 31:24
  so
• 31:24
  actually
• 31:25
  it
• 31:25
  probably
• 31:25
  isn't
• 31:26
  the
• 31:26
  best.
• 31:27
  Um,
• 31:27
  but
• 31:27
  yeah,
• 31:27
  so,
• 31:28
  sorry,
• 31:28
  that's
• 31:28
  me
• 31:28
  getting
• 31:29
  into
• 31:29
  a
• 31:29
  bit
• 31:29
  of
• 31:29
  a
• 31:29
  political
• 31:29
  discussion.
• 31:30
  I'll
• 31:30
  move,
• 31:31
  I'll
• 31:31
  move
• 31:31
  on.
• 31:32
  I
• 31:32
  could
• 31:32
  tell
• 31:32
  we
• 31:32
  could
• 31:33
  talk
• 31:33
  for
• 31:33
  a
• 31:33
  lot
• 31:33
  'cause
• 31:33
  I'm
• 31:33
  like,
• 31:34
  well,
• 31:34
  'cause
• 31:35
  ultimately
• 31:35
  you're
• 31:35
  talking
• 31:35
  about
• 31:36
  individual
• 31:36
  barriers.
• 31:37
  People
• 31:37
  are
• 31:37
  overwhelmed.
• 31:38
  Organizational
• 31:39
  barriers,
• 31:39
  organizations
• 31:40
  are
• 31:40
  tapped
• 31:41
  out
• 31:41
  and
• 31:41
  freaked
• 31:41
  out
• 31:41
  and
• 31:42
  trying
• 31:42
  to
• 31:42
  navigate
• 31:42
  things.
• 31:43
  And
• 31:43
  system
• 31:43
  level
• 31:44
  barriers
• 31:44
  where
• 31:44
  the
• 31:45
  system
• 31:45
  is
• 31:45
  changing
• 31:46
  politically.
• 31:46
  And
• 31:47
  so
• 31:47
  that
• 31:47
  impacts
• 31:48
  people's
• 31:48
  ability
• 31:48
  to
• 31:49
  go
• 31:49
  and
• 31:49
  implement
• 31:49
  things.
• 31:49
  And
• 31:50
  so
• 31:50
  we
• 31:50
  can
• 31:50
  think
• 31:50
  about
• 31:51
  barriers
• 31:51
  at
• 31:51
  all
• 31:51
  those
• 31:52
  levels
• 31:52
  when
• 31:52
  we
• 31:52
  make
• 31:52
  choices
• 31:53
  about
• 31:53
  where
• 31:53
  we
• 31:53
  move
• 31:54
  forward
• 31:54
  and
• 31:55
  what
• 31:55
  strategies
• 31:55
  need
• 31:55
  to
• 31:56
  happen
• 31:56
  to
• 31:57
  move
• 31:57
  things
• 31:57
  into
• 31:57
  new
• 31:58
  markets.
• 31:59
  No,
• 31:59
  one.
• 31:59
  100%.
• 31:59
  So,
• 32:00
  so,
• 32:00
  so
• 32:00
  let,
• 32:00
  let's
• 32:01
  move
• 32:01
  into
• 32:01
  the
• 32:02
  case
• 32:02
  study.
• 32:03
  So
• 32:03
  what
• 32:03
  we're
• 32:03
  gonna
• 32:03
  do
• 32:03
  is,
• 32:04
  um,
• 32:05
  Julie's
• 32:05
  gonna
• 32:06
  share
• 32:06
  a,
• 32:06
  a
• 32:06
  real
• 32:07
  life
• 32:07
  example
• 32:07
  where
• 32:07
  implementation,
• 32:08
  and
• 32:09
  I
• 32:09
  don't
• 32:09
  know
• 32:09
  what
• 32:09
  it
• 32:09
  is.
• 32:10
  Whether
• 32:10
  implementation
• 32:11
  either
• 32:11
  succeeded
• 32:12
  or
• 32:12
  failed,
• 32:13
  and
• 32:13
  why?
• 32:14
  Then,
• 32:14
  if
• 32:14
  it
• 32:15
  failed,
• 32:15
  what?
• 32:15
  What
• 32:16
  would
• 32:16
  you
• 32:16
  have
• 32:16
  suggested?
• 32:17
  What
• 32:17
  are
• 32:17
  the
• 32:17
  reason
• 32:17
  why
• 32:18
  it
• 32:18
  failed
• 32:18
  and
• 32:18
  what
• 32:18
  could
• 32:18
  you
• 32:18
  have
• 32:19
  done
• 32:19
  better?
• 32:19
  And
• 32:19
  if
• 32:19
  it
• 32:19
  succeeded
• 32:20
  the
• 32:20
  same
• 32:20
  thing.
• 32:21
  It's
• 32:21
  just
• 32:21
  to
• 32:21
  give
• 32:21
  an
• 32:21
  analysis
• 32:22
  to
• 32:22
  bring
• 32:22
  what
• 32:23
  we've
• 32:23
  been
• 32:23
  talking
• 32:23
  about
• 32:23
  to
• 32:24
  light.
• 32:24
  Okay.
• 32:24
  So
• 32:24
  one
• 32:25
  of
• 32:25
  the
• 32:25
  first
• 32:25
  ones
• 32:25
  I
• 32:25
  wanna
• 32:26
  talk
• 32:26
  about
• 32:26
  is
• 32:27
  the
• 32:27
  idea
• 32:27
  of
• 32:27
  using
• 32:28
  a
• 32:28
  remote
• 32:29
  wearable
• 32:30
  device
• 32:31
  that
• 32:31
  was
• 32:31
  being
• 32:31
  used
• 32:32
  to
• 32:32
  track.
• 32:33
  Um,
• 32:34
  people's,
• 32:34
  I'm,
• 32:35
  I'm
• 32:35
  gonna
• 32:35
  keep
• 32:35
  it
• 32:35
  anonymous.
• 32:36
  So
• 32:36
  to
• 32:36
  track
• 32:37
  health
• 32:37
  data
• 32:38
  for
• 32:38
  people,
• 32:39
  um,
• 32:39
  'cause
• 32:39
  this
• 32:39
  is
• 32:39
  a
• 32:40
  failure
• 32:40
  example.
• 32:41
  We'll,
• 32:41
  we'll
• 32:41
  premise
• 32:42
  that.
• 32:42
  So
• 32:42
  it's
• 32:42
  a
• 32:42
  failure
• 32:42
  example,
• 32:43
  so
• 32:43
  I
• 32:43
  will
• 32:43
  keep
• 32:44
  it
• 32:44
  a
• 32:44
  little
• 32:44
  anonymous.
• 32:45
  But,
• 32:46
  um,
• 32:46
  so
• 32:46
  a
• 32:46
  wearable
• 32:47
  device
• 32:47
  to
• 32:48
  track
• 32:48
  some
• 32:48
  health
• 32:49
  data.
• 32:50
  The
• 32:50
  idea
• 32:50
  was
• 32:51
  that
• 32:51
  primary
• 32:52
  care
• 32:52
  clinicians,
• 32:53
  you
• 32:53
  would
• 32:53
  go
• 32:53
  in
• 32:54
  to
• 32:54
  see
• 32:54
  your,
• 32:54
  like
• 32:54
  primary
• 32:55
  care
• 32:55
  doctor.
• 32:55
  They
• 32:55
  would
• 32:56
  say,
• 32:56
  awesome,
• 32:56
  we
• 32:56
  wanna
• 32:57
  track
• 32:57
  this
• 32:57
  data
• 32:57
  on
• 32:58
  you.
• 32:58
  You
• 32:58
  wear
• 32:58
  this
• 32:58
  wearable
• 32:59
  device,
• 33:00
  they
• 33:00
  walk
• 33:00
  away
• 33:00
  and
• 33:00
  use
• 33:01
  it.
• 33:02
  That
• 33:02
  that
• 33:02
  data
• 33:02
  gets
• 33:02
  fed
• 33:03
  back
• 33:03
  to
• 33:03
  the
• 33:03
  clinician.
• 33:04
  They
• 33:04
  use
• 33:04
  that
• 33:04
  when
• 33:05
  the
• 33:05
  patient
• 33:05
  comes
• 33:05
  back
• 33:06
  in
• 33:06
  and
• 33:06
  it
• 33:07
  kind
• 33:07
  of
• 33:07
  goes
• 33:07
  through
• 33:07
  this
• 33:07
  cycle.
• 33:08
  And
• 33:08
  I
• 33:08
  would
• 33:09
  say
• 33:09
  this
• 33:09
  maybe
• 33:10
  had,
• 33:10
  it
• 33:10
  was
• 33:11
  a
• 33:11
  classic
• 33:11
  failure
• 33:12
  example
• 33:12
  at
• 33:12
  every
• 33:13
  single
• 33:13
  level.
• 33:14
  So
• 33:14
  one,
• 33:15
  I
• 33:15
  think
• 33:15
  they
• 33:15
  hadn't
• 33:15
  really
• 33:16
  thought
• 33:16
  through
• 33:16
  the
• 33:16
  population
• 33:17
  being
• 33:18
  older
• 33:18
  adults
• 33:19
  and
• 33:19
  all
• 33:19
  of
• 33:19
  the
• 33:20
  implications
• 33:20
  of
• 33:21
  what
• 33:21
  that's
• 33:21
  gonna
• 33:21
  mean
• 33:22
  for
• 33:22
  that
• 33:22
  older
• 33:22
  adult
• 33:23
  to.
• 33:24
  Adopt
• 33:25
  what
• 33:25
  is
• 33:25
  essentially
• 33:25
  a
• 33:26
  new
• 33:26
  habit
• 33:27
  to
• 33:27
  put
• 33:27
  this
• 33:28
  device
• 33:28
  on
• 33:29
  daily
• 33:29
  and
• 33:29
  all
• 33:30
  of
• 33:30
  those
• 33:30
  implications.
• 33:30
  So
• 33:30
  I
• 33:31
  think
• 33:31
  that
• 33:31
  there
• 33:31
  were
• 33:31
  like
• 33:31
  fundamental
• 33:33
  problems
• 33:33
  there.
• 33:34
  I
• 33:34
  don't
• 33:34
  know
• 33:34
  that
• 33:34
  we
• 33:34
  even
• 33:34
  got
• 33:35
  to
• 33:35
  that
• 33:35
  place
• 33:36
  because
• 33:36
  the
• 33:36
  problem
• 33:37
  before
• 33:37
  that
• 33:37
  is
• 33:38
  clinicians
• 33:39
  did
• 33:39
  not
• 33:40
  immediately
• 33:40
  see
• 33:41
  the
• 33:41
  true
• 33:42
  benefit
• 33:42
  of
• 33:42
  being
• 33:43
  able
• 33:43
  to
• 33:43
  have
• 33:43
  access
• 33:44
  to
• 33:44
  this
• 33:44
  data.
• 33:44
  There
• 33:45
  was
• 33:45
  so
• 33:45
  much
• 33:46
  data
• 33:47
  that
• 33:47
  it
• 33:47
  was
• 33:47
  overwhelming
• 33:48
  for
• 33:48
  the
• 33:48
  clinicians.
• 33:50
  So
• 33:50
  they
• 33:50
  didn't,
• 33:50
  I
• 33:50
  think
• 33:51
  instead
• 33:51
  of
• 33:51
  feeling
• 33:52
  clinicians
• 33:52
  feel
• 33:53
  overwhelmed,
• 33:53
  typically
• 33:54
  as
• 33:54
  a
• 33:54
  baseline,
• 33:55
  there
• 33:55
  are
• 33:55
  exceptions,
• 33:55
  but
• 33:56
  I
• 33:56
  would
• 33:56
  say
• 33:56
  most
• 33:56
  clinicians
• 33:57
  start
• 33:57
  with
• 33:57
  a
• 33:57
  place
• 33:57
  of
• 33:57
  I
• 33:58
  am
• 33:58
  overwhelmed.
• 33:59
  Overwhelmed
• 33:59
  with
• 33:59
  work,
• 33:59
  overwhelmed
• 34:00
  with
• 34:00
  decisions,
• 34:01
  overwhelmed
• 34:01
  with
• 34:01
  things.
• 34:02
  And
• 34:02
  so
• 34:02
  if
• 34:02
  you
• 34:02
  give
• 34:03
  them
• 34:03
  too
• 34:03
  much
• 34:03
  data,
• 34:04
  it
• 34:04
  feels
• 34:05
  like
• 34:05
  more.
• 34:06
  And
• 34:06
  why
• 34:06
  are
• 34:06
  we
• 34:07
  gonna
• 34:07
  sign
• 34:07
  up
• 34:07
  for
• 34:07
  more
• 34:08
  when
• 34:08
  we're
• 34:08
  already
• 34:08
  over?
• 34:08
  So
• 34:09
  I
• 34:09
  think
• 34:09
  that
• 34:09
  they
• 34:09
  were
• 34:09
  starting
• 34:10
  with
• 34:10
  a
• 34:10
  data
• 34:10
  dashboard
• 34:11
  connected
• 34:12
  to
• 34:12
  these
• 34:12
  devices.
• 34:13
  That
• 34:13
  felt
• 34:13
  overwhelming
• 34:14
  for
• 34:14
  clinicians,
• 34:15
  so
• 34:15
  they
• 34:16
  did
• 34:16
  not
• 34:17
  go
• 34:17
  and
• 34:17
  encourage
• 34:18
  people
• 34:18
  to
• 34:18
  go
• 34:19
  and
• 34:19
  wear
• 34:19
  these
• 34:19
  devices.
• 34:19
  So
• 34:20
  I
• 34:20
  actually
• 34:20
  think
• 34:20
  they
• 34:20
  ultimately
• 34:21
  realized
• 34:21
  there
• 34:21
  were
• 34:22
  problems
• 34:22
  at
• 34:22
  the
• 34:23
  like
• 34:23
  patient
• 34:23
  level,
• 34:24
  but
• 34:24
  the
• 34:24
  first
• 34:25
  level
• 34:25
  was
• 34:25
  these
• 34:25
  clinicians
• 34:26
  weren't
• 34:26
  even
• 34:26
  adopting
• 34:27
  this.
• 34:27
  And
• 34:28
  I
• 34:28
  think
• 34:28
  that
• 34:28
  here
• 34:28
  it
• 34:29
  was
• 34:29
  also
• 34:29
  an
• 34:29
  example
• 34:30
  as
• 34:30
  you
• 34:30
  talked
• 34:30
  about.
• 34:31
  A
• 34:31
  fit
• 34:32
  issue
• 34:33
  where
• 34:33
  it's
• 34:33
  like,
• 34:33
  have
• 34:33
  we
• 34:33
  looked
• 34:34
  at
• 34:34
  the
• 34:34
  primary
• 34:35
  care
• 34:35
  system?
• 34:36
  What
• 34:36
  is
• 34:36
  happening
• 34:37
  in
• 34:37
  that
• 34:37
  primary
• 34:37
  care
• 34:37
  system?
• 34:38
  Which
• 34:39
  at
• 34:39
  the
• 34:39
  time
• 34:39
  was
• 34:40
  openly
• 34:41
  known
• 34:41
  that
• 34:41
  it
• 34:41
  was
• 34:41
  completely
• 34:42
  maxed
• 34:42
  out
• 34:43
  that
• 34:43
  there
• 34:43
  were
• 34:44
  not
• 34:44
  enough
• 34:44
  clinicians
• 34:45
  for
• 34:45
  patients.
• 34:46
  And
• 34:46
  so
• 34:47
  there
• 34:47
  wasn't
• 34:47
  enough
• 34:47
  time.
• 34:48
  So
• 34:48
  implementing
• 34:49
  this
• 34:49
  new
• 34:49
  thing
• 34:50
  kind
• 34:50
  of
• 34:50
  like
• 34:50
  was
• 34:51
  a
• 34:51
  problem
• 34:51
  from
• 34:52
  the
• 34:52
  get
• 34:52
  go.
• 34:53
  They
• 34:53
  pivoted
• 34:53
  big
• 34:53
  time
• 34:54
  ultimately
• 34:54
  because
• 34:55
  where
• 34:55
  they
• 34:55
  were
• 34:55
  going
• 34:56
  was
• 34:56
  not
• 34:56
  working.
• 34:56
  So
• 34:57
  I
• 34:57
  wanted
• 34:57
  to
• 34:57
  share
• 34:57
  that
• 34:57
  first
• 34:58
  example
• 34:58
  where
• 34:58
  I
• 34:58
  think
• 34:59
  they
• 34:59
  didn't
• 34:59
  do
• 34:59
  some
• 34:59
  of
• 34:59
  the
• 34:59
  fundamental
• 35:00
  things
• 35:00
  that
• 35:01
  we
• 35:01
  talked
• 35:01
  about.
• 35:01
  Yeah.
• 35:03
  So,
• 35:03
  so,
• 35:03
  so
• 35:03
  in
• 35:03
  that,
• 35:04
  if,
• 35:04
  if
• 35:04
  someone,
• 35:04
  if,
• 35:05
  if
• 35:05
  they'd
• 35:05
  come
• 35:05
  to
• 35:06
  you
• 35:06
  right
• 35:06
  at
• 35:06
  the
• 35:06
  beginning.
• 35:07
  Yeah.
• 35:08
  'cause
• 35:08
  there'd
• 35:08
  be
• 35:08
  people,
• 35:08
  there'd
• 35:08
  be
• 35:08
  people
• 35:09
  on
• 35:09
  this
• 35:09
  call,
• 35:10
  on
• 35:10
  this
• 35:10
  call.
• 35:10
  There'll
• 35:10
  be
• 35:10
  people
• 35:11
  on
• 35:11
  here
• 35:11
  listen
• 35:11
  to
• 35:12
  this.
• 35:12
  Who,
• 35:13
  um,
• 35:14
  who
• 35:14
  are
• 35:14
  in
• 35:14
  that
• 35:14
  situation.
• 35:15
  What
• 35:15
  would've
• 35:16
  been,
• 35:16
  what
• 35:16
  would
• 35:17
  it,
• 35:17
  would
• 35:17
  it
• 35:17
  be,
• 35:17
  would
• 35:17
  it
• 35:17
  have
• 35:18
  been
• 35:18
  that
• 35:18
  who,
• 35:19
  that
• 35:19
  you
• 35:19
  told
• 35:19
  them.
• 35:20
  Uh,
• 35:20
  to
• 35:20
  do
• 35:20
  for,
• 35:20
  yeah,
• 35:21
  yeah,
• 35:21
  exactly.
• 35:22
  I
• 35:22
  think
• 35:22
  that
• 35:22
  like
• 35:22
  there,
• 35:23
  you
• 35:23
  have
• 35:23
  to
• 35:23
  start
• 35:23
  with
• 35:23
  the
• 35:23
  who's
• 35:24
  at
• 35:24
  all
• 35:24
  those
• 35:25
  different
• 35:25
  levels
• 35:25
  and
• 35:25
  understand
• 35:25
  like,
• 35:26
  do
• 35:26
  they
• 35:26
  need
• 35:26
  to
• 35:26
  do
• 35:26
  this?
• 35:27
  Are
• 35:27
  they
• 35:27
  ready
• 35:27
  to
• 35:27
  do
• 35:27
  this?
• 35:28
  What
• 35:28
  does
• 35:28
  this
• 35:28
  look
• 35:28
  like?
• 35:29
  And
• 35:29
  what
• 35:29
  are
• 35:29
  their
• 35:30
  barriers
• 35:30
  and
• 35:30
  facilitators
• 35:31
  to
• 35:31
  adopting
• 35:31
  this?
• 35:32
  How
• 35:32
  could
• 35:32
  they
• 35:32
  streamline
• 35:33
  things
• 35:33
  like
• 35:33
  the
• 35:33
  dashboard,
• 35:34
  all
• 35:34
  the
• 35:34
  pieces,
• 35:34
  but,
• 35:35
  but
• 35:35
  I
• 35:35
  think
• 35:35
  ultimately
• 35:36
  their
• 35:36
  device
• 35:36
  was.
• 35:37
  It
• 35:37
  was
• 35:37
  gonna
• 35:37
  be
• 35:37
  pretty
• 35:38
  difficult
• 35:38
  to
• 35:38
  get
• 35:39
  patients
• 35:39
  to
• 35:39
  adopt
• 35:40
  and
• 35:40
  wear
• 35:40
  this
• 35:41
  device.
• 35:41
  It
• 35:41
  was
• 35:41
  not
• 35:42
  a
• 35:42
  watch,
• 35:42
  a
• 35:42
  simple
• 35:43
  watch
• 35:43
  or
• 35:43
  something
• 35:43
  like
• 35:43
  that,
• 35:43
  that
• 35:44
  we
• 35:44
  talk
• 35:44
  about
• 35:44
  often.
• 35:45
  It
• 35:45
  was
• 35:45
  more
• 35:46
  complex
• 35:46
  than
• 35:46
  that.
• 35:47
  And
• 35:47
  so
• 35:47
  I
• 35:47
  think
• 35:47
  that
• 35:47
  that
• 35:47
  made
• 35:48
  a
• 35:48
  level
• 35:48
  of
• 35:48
  complexity
• 35:49
  that
• 35:50
  patients
• 35:50
  were
• 35:50
  not
• 35:50
  gonna
• 35:50
  adopt
• 35:51
  and
• 35:51
  the
• 35:51
  clinicians
• 35:52
  felt
• 35:52
  overwhelmed
• 35:53
  with.
• 35:54
  In
• 35:54
  that
• 35:54
  sort
• 35:54
  of
• 35:54
  situation
• 35:55
  because
• 35:55
  obviously
• 35:55
  people
• 35:56
  are
• 35:56
  very
• 35:56
  loathed
• 35:56
  to
• 35:57
  redesign,
• 35:58
  but
• 35:58
  if
• 35:58
  you're
• 35:59
  given,
• 36:00
  if
• 36:00
  you
• 36:00
  go
• 36:00
  and
• 36:00
  it's
• 36:00
  basically
• 36:01
  just
• 36:01
  too
• 36:01
  complex
• 36:01
  or
• 36:02
  the
• 36:02
  data's
• 36:02
  too
• 36:02
  much,
• 36:03
  would
• 36:03
  your
• 36:03
  advice
• 36:04
  be
• 36:04
  after
• 36:05
  they've
• 36:05
  spoken
• 36:05
  to
• 36:05
  everyone
• 36:05
  who've
• 36:05
  done
• 36:06
  the
• 36:06
  who
• 36:06
  to
• 36:06
  actually
• 36:07
  start
• 36:07
  thinking
• 36:07
  about,
• 36:07
  well,
• 36:08
  maybe
• 36:08
  we
• 36:08
  need
• 36:08
  to
• 36:08
  just
• 36:08
  actually
• 36:09
  iterate.
• 36:09
  We
• 36:09
  shouldn't
• 36:10
  just
• 36:10
  because
• 36:10
  I
• 36:10
  think
• 36:10
  some
• 36:11
  people
• 36:11
  just
• 36:11
  think,
• 36:11
  I've
• 36:12
  got
• 36:12
  made
• 36:12
  this,
• 36:13
  I've
• 36:13
  just
• 36:13
  gotta
• 36:13
  keep
• 36:13
  going.
• 36:14
  I
• 36:14
  don't
• 36:14
  care
• 36:14
  because
• 36:14
  it,
• 36:15
  'cause
• 36:15
  someone,
• 36:15
  someone
• 36:16
  has
• 36:16
  told
• 36:16
  me
• 36:16
  it's
• 36:16
  brilliant.
• 36:16
  I
• 36:17
  think
• 36:17
  it's
• 36:17
  brilliant.
• 36:18
  It
• 36:18
  doesn't
• 36:18
  matter
• 36:18
  what
• 36:18
  the
• 36:18
  market's
• 36:19
  telling
• 36:19
  me,
• 36:19
  I'm
• 36:19
  just
• 36:19
  gonna
• 36:19
  keep
• 36:19
  going.
• 36:20
  Okay.
• 36:20
  So
• 36:21
  yes,
• 36:21
  I
• 36:21
  think
• 36:21
  we
• 36:21
  need
• 36:22
  to
• 36:22
  iterate.
• 36:22
  I
• 36:22
  think
• 36:22
  we
• 36:22
  do
• 36:23
  not
• 36:23
  talk
• 36:23
  about
• 36:23
  this
• 36:23
  enough.
• 36:24
  I
• 36:24
  have
• 36:24
  an
• 36:24
  example
• 36:25
  that's
• 36:25
  gonna
• 36:25
  age
• 36:25
  me.
• 36:26
  So
• 36:26
  my
• 36:26
  favorite
• 36:27
  example
• 36:27
  back
• 36:28
  in
• 36:28
  the
• 36:28
  day
• 36:28
  was,
• 36:28
  so
• 36:28
  I'm
• 36:29
  not
• 36:29
  really
• 36:29
  a
• 36:29
  a
• 36:30
  games
• 36:30
  person,
• 36:31
  but
• 36:31
  I
• 36:31
  did
• 36:31
  play
• 36:31
  Angry
• 36:32
  Birds
• 36:32
  way
• 36:32
  back
• 36:32
  in
• 36:32
  the
• 36:32
  day,
• 36:33
  and
• 36:33
  I
• 36:33
  remember
• 36:34
  people
• 36:35
  presenting
• 36:35
  on
• 36:35
  this.
• 36:36
  And
• 36:36
  I
• 36:36
  remember
• 36:36
  for
• 36:36
  years
• 36:36
  using
• 36:37
  this
• 36:37
  example,
• 36:38
  the
• 36:38
  version
• 36:38
  of
• 36:38
  Angry
• 36:39
  Birds
• 36:39
  that
• 36:39
  we
• 36:39
  all
• 36:39
  became
• 36:40
  addicted
• 36:40
  to
• 36:41
  was
• 36:41
  version
• 36:41
  52.
• 36:43
  So
• 36:43
  I
• 36:43
  think
• 36:43
  that
• 36:43
  we
• 36:44
  falsely
• 36:44
  believe
• 36:45
  that
• 36:45
  version
• 36:46
  one,
• 36:46
  two,
• 36:46
  or
• 36:47
  three
• 36:47
  is
• 36:47
  the
• 36:47
  version
• 36:48
  that
• 36:48
  is
• 36:48
  gonna
• 36:49
  go
• 36:49
  to
• 36:49
  scale.
• 36:49
  Yeah.
• 36:50
  But
• 36:50
  it
• 36:50
  was
• 36:50
  version
• 36:50
  52.
• 36:52
  Yeah.
• 36:52
  And
• 36:52
  so
• 36:53
  the
• 36:53
  thing
• 36:53
  is,
• 36:53
  if
• 36:54
  you
• 36:54
  invest
• 36:54
  mega
• 36:55
  dollars
• 36:55
  and
• 36:56
  huge
• 36:57
  money
• 36:57
  into
• 36:58
  something,
• 36:58
  I
• 36:59
  think
• 36:59
  that
• 36:59
  we
• 36:59
  get,
• 36:59
  there's
• 37:00
  right,
• 37:00
  there's
• 37:00
  great
• 37:00
  research
• 37:01
  on
• 37:01
  the
• 37:01
  biases
• 37:02
  we
• 37:02
  have
• 37:02
  in
• 37:02
  our
• 37:02
  brains
• 37:03
  that
• 37:03
  once
• 37:03
  we've
• 37:03
  invested
• 37:04
  that
• 37:04
  time,
• 37:04
  it
• 37:05
  feels
• 37:05
  hard
• 37:05
  to
• 37:05
  go
• 37:06
  back
• 37:06
  and
• 37:06
  to
• 37:06
  pivot.
• 37:07
  But
• 37:07
  in
• 37:07
  fact,
• 37:08
  sometimes
• 37:08
  we
• 37:08
  need
• 37:08
  to
• 37:09
  invest
• 37:09
  less.
• 37:10
  To
• 37:11
  see
• 37:11
  whether
• 37:11
  something's
• 37:11
  gonna
• 37:12
  work
• 37:12
  and
• 37:12
  then
• 37:13
  we
• 37:13
  need
• 37:13
  to
• 37:13
  see
• 37:13
  that
• 37:14
  it
• 37:14
  is
• 37:14
  an
• 37:14
  opportunity
• 37:15
  cost
• 37:16
  if
• 37:16
  we
• 37:16
  just
• 37:16
  keep
• 37:17
  going
• 37:17
  down
• 37:17
  that
• 37:18
  rabbit
• 37:18
  hole
• 37:18
  instead
• 37:19
  of
• 37:19
  pivoting.
• 37:19
  And
• 37:19
  it
• 37:20
  feels
• 37:20
  hard.
• 37:21
  It
• 37:21
  absolutely
• 37:21
  does,
• 37:22
  but
• 37:22
  I
• 37:22
  think
• 37:22
  that
• 37:23
  a
• 37:23
  lot
• 37:23
  of
• 37:23
  people
• 37:24
  benefit,
• 37:24
  and
• 37:24
  I've
• 37:25
  seen
• 37:25
  it,
• 37:25
  I've
• 37:25
  seen
• 37:25
  it
• 37:25
  happen
• 37:25
  so
• 37:26
  many
• 37:26
  times.
• 37:27
  I
• 37:27
  mean,
• 37:27
  doing
• 37:27
  this
• 37:27
  work
• 37:27
  for
• 37:27
  15
• 37:28
  years
• 37:28
  and,
• 37:29
  and
• 37:29
  so
• 37:29
  when
• 37:29
  you
• 37:29
  see
• 37:29
  people
• 37:30
  pivot
• 37:30
  and
• 37:30
  go
• 37:30
  to
• 37:31
  a
• 37:31
  different
• 37:31
  direction.
• 37:32
  All
• 37:32
  of
• 37:32
  a
• 37:32
  sudden
• 37:32
  the
• 37:32
  path
• 37:33
  is
• 37:33
  a
• 37:33
  lot
• 37:33
  easier.
• 37:34
  Yeah.
• 37:34
  And
• 37:34
  I
• 37:34
  think
• 37:35
  that
• 37:35
  if
• 37:35
  the
• 37:35
  path
• 37:36
  feels
• 37:36
  unbelievably
• 37:37
  difficult,
• 37:38
  it's
• 37:38
  like
• 37:38
  you're
• 37:38
  probably
• 37:39
  lost
• 37:39
  in
• 37:39
  the
• 37:39
  woods
• 37:40
  and
• 37:40
  need
• 37:40
  to
• 37:40
  like
• 37:40
  backtrack
• 37:41
  a
• 37:41
  little
• 37:41
  bit
• 37:41
  to
• 37:42
  find
• 37:42
  a
• 37:42
  clearer
• 37:43
  way
• 37:43
  to
• 37:43
  get
• 37:43
  through
• 37:44
  and
• 37:44
  get
• 37:44
  out
• 37:44
  here.
• 37:45
  Yeah,
• 37:45
  no,
• 37:45
  I
• 37:45
  constantly
• 37:46
  tell
• 37:46
  people
• 37:46
  when
• 37:46
  they
• 37:47
  come
• 37:47
  to
• 37:47
  me
• 37:47
  and
• 37:47
  they're
• 37:48
  spending
• 37:48
  a
• 37:48
  lot
• 37:48
  of
• 37:48
  money.
• 37:49
  And
• 37:49
  they
• 37:49
  haven't
• 37:50
  done
• 37:50
  the
• 37:50
  who,
• 37:50
  I
• 37:51
  always
• 37:51
  ask
• 37:51
  them
• 37:51
  about
• 37:51
  the
• 37:51
  runway,
• 37:52
  ask
• 37:52
  them
• 37:52
  about
• 37:53
  the
• 37:53
  iteration
• 37:53
  budget
• 37:54
  because,
• 37:55
  you
• 37:55
  know,
• 37:55
  have
• 37:56
  to
• 37:56
  put
• 37:56
  money
• 37:56
  aside
• 37:57
  to
• 37:57
  change
• 37:58
  it
• 37:58
  because
• 37:58
  I
• 37:58
  don't
• 37:58
  care
• 37:58
  how
• 37:58
  great
• 37:59
  it's,
• 37:59
  you're
• 37:59
  gonna
• 38:00
  change
• 38:00
  and
• 38:00
  you
• 38:00
  need
• 38:01
  to
• 38:01
  have
• 38:01
  money
• 38:01
  to
• 38:01
  change.
• 38:01
  You
• 38:01
  don't
• 38:02
  wanna
• 38:02
  run
• 38:02
  out
• 38:02
  of
• 38:02
  money
• 38:02
  and
• 38:02
  say,
• 38:03
  oh,
• 38:03
  well
• 38:03
  I
• 38:03
  would've
• 38:03
  changed,
• 38:04
  but
• 38:04
  I've
• 38:04
  got
• 38:04
  no
• 38:04
  budget
• 38:05
  left
• 38:05
  now,
• 38:05
  and
• 38:05
  I
• 38:05
  have
• 38:05
  to
• 38:06
  now
• 38:06
  start
• 38:06
  track,
• 38:07
  uh,
• 38:07
  raise
• 38:07
  fund,
• 38:08
  et
• 38:08
  cetera,
• 38:08
  which
• 38:08
  just
• 38:08
  becomes
• 38:09
  a
• 38:09
  whole
• 38:09
  nother
• 38:09
  thing.
• 38:10
  So
• 38:10
  I
• 38:10
  think,
• 38:10
  I
• 38:11
  think
• 38:11
  that's
• 38:11
  a,
• 38:11
  it's
• 38:11
  an
• 38:12
  important
• 38:12
  point
• 38:12
  and
• 38:12
  I'll
• 38:13
  be
• 38:13
  using
• 38:13
  that
• 38:13
  Angry
• 38:13
  Bird,
• 38:14
  uh,
• 38:14
  example
• 38:15
  from
• 38:15
  now
• 38:15
  on
• 38:15
  as
• 38:15
  well.
• 38:15
  So
• 38:15
  thank
• 38:16
  you
• 38:16
  very
• 38:16
  much
• 38:16
  for
• 38:16
  that.
• 38:17
  And
• 38:17
  you
• 38:17
  should
• 38:17
  know
• 38:17
  you
• 38:17
  can't
• 38:18
  use
• 38:18
  it
• 38:18
  with
• 38:18
  young
• 38:18
  people.
• 38:18
  'cause
• 38:19
  'cause
• 38:19
  they
• 38:19
  don't
• 38:19
  have
• 38:19
  the
• 38:19
  same
• 38:20
  emotional
• 38:20
  experience
• 38:20
  with
• 38:21
  Angry
• 38:21
  Birds.
• 38:21
  That,
• 38:22
  that
• 38:22
  we
• 38:22
  had.
• 38:22
  Yes,
• 38:22
  that's
• 38:23
  true.
• 38:23
  I
• 38:23
  can
• 38:23
  find
• 38:23
  another
• 38:23
  one
• 38:24
  for
• 38:24
  the,
• 38:25
  um,
• 38:26
  can
• 38:26
  I
• 38:26
  share
• 38:26
  a
• 38:26
  more
• 38:26
  positive
• 38:27
  example?
• 38:27
  Yes,
• 38:28
  please.
• 38:28
  Also.
• 38:28
  So,
• 38:29
  okay.
• 38:29
  So
• 38:29
  I
• 38:29
  was
• 38:29
  working
• 38:29
  with
• 38:30
  people
• 38:30
  who
• 38:30
  had
• 38:30
  a
• 38:31
  clinical
• 38:32
  decision
• 38:32
  support
• 38:33
  tool.
• 38:33
  So
• 38:34
  it
• 38:34
  was
• 38:34
  a
• 38:34
  tool
• 38:34
  to
• 38:34
  help
• 38:35
  clinicians
• 38:35
  and
• 38:36
  patients
• 38:36
  like
• 38:37
  come
• 38:37
  to
• 38:38
  a
• 38:38
  decision
• 38:38
  about
• 38:39
  how
• 38:39
  to
• 38:40
  move
• 38:40
  forward
• 38:40
  after
• 38:40
  a
• 38:41
  diagnosis
• 38:42
  together.
• 38:42
  Okay.
• 38:43
  So
• 38:44
  they
• 38:44
  created
• 38:44
  this.
• 38:45
  Clinical
• 38:45
  decision
• 38:45
  support
• 38:46
  tool,
• 38:46
  and
• 38:46
  there
• 38:46
  were
• 38:46
  a
• 38:46
  bunch
• 38:46
  of
• 38:47
  associated
• 38:47
  tools
• 38:48
  that
• 38:48
  kind
• 38:48
  of
• 38:48
  came
• 38:48
  after
• 38:49
  that
• 38:49
  to
• 38:49
  help
• 38:49
  people
• 38:49
  navigate
• 38:50
  this.
• 38:50
  They
• 38:50
  did
• 38:51
  a
• 38:51
  great
• 38:51
  job
• 38:51
  of
• 38:51
  figuring
• 38:52
  out
• 38:52
  all
• 38:52
  of
• 38:52
  the,
• 38:52
  who's
• 38:53
  figuring
• 38:53
  out
• 38:53
  all
• 38:54
  of
• 38:54
  the
• 38:54
  what's
• 38:55
  and
• 38:55
  looking
• 38:55
  at
• 38:55
  some
• 38:55
  barriers
• 38:56
  and
• 38:56
  facilitators,
• 38:57
  and
• 38:57
  then
• 38:57
  they
• 38:57
  moved
• 38:57
  forward
• 38:58
  with
• 38:59
  education
• 38:59
  and
• 38:59
  training
• 39:00
  and
• 39:00
  some
• 39:00
  audit
• 39:01
  and
• 39:01
  feedback.
• 39:01
  Two
• 39:02
  strategies
• 39:03
  people
• 39:03
  love
• 39:04
  and
• 39:04
  education
• 39:04
  or
• 39:05
  in,
• 39:05
  in
• 39:05
  healthcare,
• 39:05
  right.
• 39:06
  Train
• 39:06
  and
• 39:06
  pray
• 39:07
  and
• 39:07
  let's
• 39:07
  do
• 39:07
  something
• 39:08
  like.
• 39:08
  Give
• 39:08
  people
• 39:08
  data
• 39:09
  and
• 39:09
  tell
• 39:09
  them
• 39:10
  how
• 39:10
  good
• 39:10
  they're
• 39:10
  doing
• 39:11
  and
• 39:11
  then
• 39:11
  kind
• 39:11
  of
• 39:11
  shame
• 39:12
  and
• 39:12
  blame
• 39:12
  them
• 39:12
  when
• 39:13
  they
• 39:13
  don't
• 39:13
  do
• 39:13
  what
• 39:14
  we've
• 39:14
  asked
• 39:14
  them
• 39:14
  to
• 39:14
  do.
• 39:14
  And
• 39:15
  so
• 39:15
  it's
• 39:15
  crazy
• 39:15
  because
• 39:16
  this
• 39:16
  group
• 39:16
  luckily
• 39:17
  had
• 39:17
  good
• 39:17
  data
• 39:18
  and
• 39:18
  all
• 39:18
  of
• 39:18
  a
• 39:18
  sudden
• 39:19
  it
• 39:19
  went
• 39:19
  from
• 39:19
  an
• 39:19
  amazing
• 39:20
  pilot
• 39:21
  to
• 39:21
  going
• 39:22
  forward
• 39:22
  with
• 39:22
  these
• 39:22
  strategies
• 39:23
  in
• 39:23
  a
• 39:23
  bunch
• 39:23
  of
• 39:23
  new
• 39:24
  hospitals.
• 39:25
  And
• 39:25
  it
• 39:25
  stopped
• 39:25
  working.
• 39:26
  People
• 39:26
  were
• 39:26
  not
• 39:26
  adopting
• 39:27
  it
• 39:27
  and
• 39:27
  people
• 39:27
  were
• 39:28
  not
• 39:28
  implementing
• 39:28
  it.
• 39:29
  But
• 39:29
  we
• 39:29
  had
• 39:30
  teams,
• 39:30
  implementation
• 39:31
  teams
• 39:31
  in
• 39:31
  every
• 39:32
  hospital
• 39:32
  that
• 39:32
  were
• 39:33
  collecting
• 39:33
  data.
• 39:34
  They
• 39:34
  got
• 39:35
  to
• 39:35
  know
• 39:35
  what
• 39:35
  some
• 39:35
  of
• 39:36
  the
• 39:36
  barriers
• 39:36
  and
• 39:36
  facilitators
• 39:37
  were
• 39:37
  and
• 39:37
  so
• 39:38
  we
• 39:38
  were
• 39:38
  able
• 39:38
  to
• 39:38
  pivot
• 39:39
  and
• 39:40
  stop
• 39:40
  doing
• 39:41
  an
• 39:41
  hour
• 39:41
  and
• 39:41
  a
• 39:41
  half
• 39:42
  training
• 39:42
  session
• 39:43
  and
• 39:43
  instead
• 39:43
  they
• 39:43
  did
• 39:44
  micro
• 39:44
  learning
• 39:45
  instead
• 39:45
  of
• 39:45
  a
• 39:45
  longer
• 39:46
  training
• 39:46
  session.
• 39:46
  Micro
• 39:46
  learning,
• 39:47
  I
• 39:47
  think
• 39:47
  is
• 39:47
  like
• 39:47
  a
• 39:47
  much
• 39:48
  easier
• 39:48
  way
• 39:48
  to
• 39:49
  make
• 39:49
  these
• 39:49
  things
• 39:49
  accessible
• 39:50
  for
• 39:50
  some
• 39:50
  people.
• 39:50
  Then
• 39:51
  they
• 39:51
  recognized
• 39:52
  that
• 39:52
  audit
• 39:53
  and
• 39:53
  feedback
• 39:53
  was
• 39:54
  making
• 39:54
  people
• 39:54
  feel
• 39:55
  shamed.
• 39:57
  And
• 39:57
  that
• 39:57
  is
• 39:57
  if
• 39:58
  you
• 39:58
  want
• 39:58
  someone
• 39:58
  to
• 39:59
  change
• 39:59
  their
• 39:59
  behavior,
• 40:00
  we
• 40:00
  often
• 40:01
  believe
• 40:01
  that
• 40:01
  shaming
• 40:02
  them
• 40:02
  into
• 40:02
  doing
• 40:03
  it
• 40:03
  is
• 40:03
  going
• 40:03
  to
• 40:03
  help.
• 40:04
  But
• 40:04
  the
• 40:04
  research
• 40:04
  shows
• 40:05
  that
• 40:05
  shaming
• 40:05
  people
• 40:06
  into
• 40:06
  doing
• 40:06
  it
• 40:06
  is
• 40:06
  going
• 40:07
  to
• 40:07
  make
• 40:07
  them
• 40:07
  avoid
• 40:07
  you
• 40:08
  or
• 40:08
  avoid
• 40:09
  seeing
• 40:10
  data
• 40:10
  that
• 40:10
  says
• 40:11
  they
• 40:11
  are
• 40:11
  not
• 40:11
  doing
• 40:11
  well
• 40:12
  or
• 40:12
  getting
• 40:12
  really
• 40:13
  good
• 40:13
  at
• 40:13
  crafting
• 40:13
  stories
• 40:14
  to
• 40:14
  explain
• 40:15
  why
• 40:15
  they
• 40:16
  are
• 40:16
  different
• 40:16
  than
• 40:17
  whatever
• 40:17
  is
• 40:17
  happening
• 40:18
  for
• 40:18
  everyone
• 40:18
  else.
• 40:18
  Their
• 40:19
  patients
• 40:19
  are
• 40:19
  different.
• 40:20
  Their
• 40:20
  population
• 40:20
  is
• 40:20
  different.
• 40:21
  Their
• 40:21
  right,
• 40:21
  like
• 40:21
  they
• 40:22
  are
• 40:22
  different.
• 40:22
  So
• 40:23
  they
• 40:23
  literally
• 40:24
  abandoned
• 40:25
  audit
• 40:25
  and
• 40:25
  feedback
• 40:26
  as
• 40:26
  a
• 40:26
  strategy
• 40:26
  entirely.
• 40:27
  So
• 40:27
  they
• 40:27
  pivoted
• 40:27
  education
• 40:28
  to
• 40:28
  be
• 40:28
  micro-learning.
• 40:29
  They
• 40:29
  entirely
• 40:31
  eliminated
• 40:31
  audit
• 40:32
  and
• 40:32
  feedback
• 40:32
  they
• 40:33
  adopted.
• 40:34
  Internally
• 40:35
  within
• 40:35
  the
• 40:35
  hospital,
• 40:35
  they
• 40:36
  adopted
• 40:36
  a
• 40:36
  champion
• 40:37
  who
• 40:37
  was
• 40:38
  responsible
• 40:38
  for
• 40:38
  doing
• 40:38
  it.
• 40:39
  Champions
• 40:39
  is
• 40:39
  such
• 40:40
  a
• 40:40
  common
• 40:40
  strategy,
• 40:41
  but
• 40:41
  they
• 40:41
  didn't
• 40:42
  just
• 40:42
  adopt
• 40:42
  champions.
• 40:43
  They
• 40:43
  told
• 40:44
  the
• 40:44
  champions.
• 40:45
  All
• 40:45
  of
• 40:46
  the
• 40:46
  identified
• 40:46
  barriers
• 40:47
  and
• 40:47
  facilitators
• 40:48
  that
• 40:48
  had
• 40:48
  been,
• 40:48
  I
• 40:49
  discovered
• 40:50
  and
• 40:50
  gave
• 40:50
  them
• 40:50
  messaging
• 40:52
  to
• 40:52
  help
• 40:53
  them
• 40:53
  address
• 40:53
  those
• 40:54
  barriers.
• 40:54
  I
• 40:54
  have
• 40:55
  talked
• 40:55
  to
• 40:56
  thousands
• 40:56
  of
• 40:56
  people
• 40:57
  who've
• 40:57
  been.
• 40:58
  Selected
• 40:58
  as
• 40:59
  champions
• 40:59
  voluntold
• 41:00
  to
• 41:00
  be
• 41:00
  champions,
• 41:01
  and
• 41:01
  almost
• 41:01
  every
• 41:02
  single
• 41:02
  one
• 41:02
  of
• 41:02
  them
• 41:02
  says,
• 41:02
  I'm
• 41:03
  told
• 41:03
  to
• 41:03
  champion
• 41:03
  this,
• 41:04
  but
• 41:04
  I'm
• 41:04
  never
• 41:04
  told
• 41:05
  what
• 41:05
  people's
• 41:05
  barriers
• 41:05
  are.
• 41:06
  I'm
• 41:06
  never
• 41:06
  told
• 41:07
  how
• 41:07
  to
• 41:07
  address
• 41:07
  those
• 41:07
  barriers,
• 41:08
  like,
• 41:09
  I'm
• 41:09
  not
• 41:09
  given
• 41:09
  the
• 41:09
  tools
• 41:10
  I
• 41:10
  need
• 41:10
  to
• 41:11
  properly
• 41:11
  champion
• 41:12
  this.
• 41:12
  So
• 41:12
  they
• 41:13
  were
• 41:13
  able
• 41:13
  to
• 41:13
  do
• 41:13
  that.
• 41:14
  But
• 41:14
  then
• 41:14
  my
• 41:14
  favorite
• 41:15
  addition
• 41:15
  they
• 41:15
  had
• 41:16
  was
• 41:16
  a
• 41:16
  lot
• 41:17
  of
• 41:17
  hospitals
• 41:18
  said,
• 41:18
  we
• 41:18
  can't
• 41:18
  quite
• 41:19
  imagine
• 41:19
  what
• 41:19
  this
• 41:20
  would
• 41:20
  look
• 41:20
  like
• 41:21
  in
• 41:21
  our
• 41:21
  workflow.
• 41:22
  So
• 41:22
  they
• 41:22
  started
• 41:23
  having
• 41:24
  site
• 41:24
  visits.
• 41:25
  Sometimes
• 41:25
  virtual,
• 41:26
  sometimes
• 41:26
  in
• 41:26
  person
• 41:27
  between
• 41:28
  different
• 41:28
  hospitals
• 41:29
  to
• 41:29
  show
• 41:30
  administrators
• 41:31
  and
• 41:31
  leadership
• 41:32
  what
• 41:32
  it
• 41:33
  looked
• 41:33
  like
• 41:33
  to
• 41:33
  do
• 41:34
  this,
• 41:34
  and
• 41:34
  so.
• 41:35
  It
• 41:35
  helped
• 41:36
  address
• 41:36
  this
• 41:36
  problem
• 41:37
  of
• 41:37
  like,
• 41:37
  I
• 41:37
  can't
• 41:37
  imagine
• 41:38
  how
• 41:38
  this
• 41:39
  works
• 41:39
  in
• 41:39
  our
• 41:39
  workflow
• 41:40
  and
• 41:40
  all
• 41:40
  the
• 41:40
  people
• 41:40
  involved,
• 41:41
  but
• 41:41
  humans
• 41:42
  are
• 41:42
  often
• 41:43
  better
• 41:43
  at
• 41:43
  doing
• 41:44
  things.
• 41:44
  When
• 41:44
  we
• 41:44
  see
• 41:45
  someone
• 41:45
  else
• 41:45
  do
• 41:45
  it,
• 41:46
  we
• 41:46
  believe
• 41:46
  it
• 41:46
  can
• 41:46
  happen.
• 41:47
  In
• 41:47
  fact,
• 41:47
  it
• 41:47
  goes
• 41:47
  back
• 41:48
  to
• 41:48
  my
• 41:48
  example
• 41:48
  of
• 41:48
  flossing.
• 41:49
  If
• 41:49
  I,
• 41:49
  my
• 41:49
  kids
• 41:50
  see
• 41:50
  me
• 41:50
  flossing,
• 41:51
  then
• 41:51
  they're
• 41:51
  gonna
• 41:51
  be
• 41:52
  flossing
• 41:52
  and
• 41:52
  like.
• 41:53
  They're
• 41:53
  eight
• 41:54
  and
• 41:54
  12-year-old
• 41:54
  boys.
• 41:54
  Are
• 41:55
  they
• 41:55
  good
• 41:55
  at
• 41:55
  flossing
• 41:55
  today?
• 41:56
  Absolutely
• 41:56
  not.
• 41:57
  Do
• 41:57
  I
• 41:57
  believe
• 41:57
  daily
• 41:58
  floss,
• 41:58
  seeing
• 41:58
  daily
• 41:59
  flossing
• 41:59
  now
• 41:59
  will
• 42:00
  help
• 42:00
  their
• 42:00
  adult
• 42:00
  habits?
• 42:01
  Yes,
• 42:01
  I
• 42:01
  do.
• 42:01
  And
• 42:02
  so
• 42:02
  I
• 42:02
  think
• 42:02
  that
• 42:02
  there
• 42:03
  are
• 42:03
  great
• 42:04
  things
• 42:04
  that
• 42:04
  we
• 42:04
  can
• 42:04
  learn
• 42:04
  from
• 42:04
  that.
• 42:05
  So
• 42:05
  they
• 42:05
  had
• 42:06
  strategies
• 42:06
  that
• 42:06
  were
• 42:06
  not
• 42:07
  addressing
• 42:07
  their
• 42:07
  barriers
• 42:08
  and
• 42:08
  then
• 42:08
  pivoted
• 42:09
  at
• 42:09
  the
• 42:09
  strategy
• 42:10
  level.
• 42:10
  It
• 42:11
  wasn't
• 42:11
  the
• 42:11
  clinical
• 42:12
  decision
• 42:12
  support
• 42:12
  tool
• 42:13
  that
• 42:13
  was
• 42:13
  the
• 42:13
  problem,
• 42:14
  it
• 42:14
  was
• 42:14
  the
• 42:15
  strategies.
• 42:16
  And
• 42:16
  then
• 42:16
  my
• 42:16
  favorite
• 42:16
  thing
• 42:17
  they
• 42:17
  did
• 42:17
  is.
• 42:17
  They
• 42:18
  built
• 42:18
  an
• 42:18
  implementation
• 42:19
  guide
• 42:20
  so
• 42:20
  that
• 42:20
  all
• 42:20
  of
• 42:20
  the
• 42:21
  new
• 42:21
  sites
• 42:21
  that
• 42:22
  adopted
• 42:22
  this
• 42:22
  didn't
• 42:23
  just
• 42:23
  get
• 42:23
  the
• 42:23
  Clinical
• 42:24
  Decisions
• 42:24
  support
• 42:25
  tool,
• 42:25
  but
• 42:25
  they
• 42:25
  got
• 42:26
  the
• 42:26
  implementation
• 42:27
  guide
• 42:27
  of
• 42:28
  how
• 42:28
  you
• 42:28
  actually
• 42:29
  go
• 42:29
  to
• 42:29
  implement
• 42:29
  this,
• 42:30
  which
• 42:30
  is
• 42:30
  rarely
• 42:31
  included
• 42:31
  in
• 42:31
  New
• 42:32
  Tech
• 42:32
  interventions.
• 42:33
  Yeah.
• 42:33
  No,
• 42:34
  and,
• 42:34
  and,
• 42:34
  and
• 42:34
  it's,
• 42:35
  it's
• 42:35
  interesting
• 42:36
  all
• 42:36
  those
• 42:36
  things
• 42:37
  that
• 42:37
  you
• 42:37
  talked
• 42:37
  about
• 42:37
  that
• 42:38
  because
• 42:38
  what,
• 42:38
  what
• 42:38
  always
• 42:39
  pops
• 42:39
  into
• 42:39
  my
• 42:39
  mind
• 42:40
  is
• 42:40
  that,
• 42:40
  is
• 42:40
  that
• 42:40
  pivot
• 42:41
  that,
• 42:41
  and
• 42:41
  you've
• 42:41
  mentioned
• 42:42
  it
• 42:42
  in
• 42:42
  both
• 42:42
  those
• 42:43
  examples,
• 42:44
  and
• 42:44
  I
• 42:44
  think
• 42:44
  sometimes
• 42:45
  people
• 42:45
  think
• 42:45
  pivoting
• 42:45
  is
• 42:46
  a
• 42:46
  sign
• 42:47
  that
• 42:47
  you
• 42:47
  fail
• 42:48
  or
• 42:48
  a
• 42:48
  sign
• 42:48
  that
• 42:48
  you're
• 42:49
  procrastinating.
• 42:49
  It's
• 42:50
  not
• 42:50
  actually,
• 42:50
  it's
• 42:50
  just
• 42:51
  actually
• 42:51
  when
• 42:51
  the
• 42:52
  data
• 42:52
  and
• 42:52
  the
• 42:52
  information
• 42:53
  changes,
• 42:53
  you
• 42:53
  should
• 42:54
  change
• 42:54
  and
• 42:54
  it'd
• 42:54
  be
• 42:54
  very
• 42:54
  foolish.
• 42:55
  Not
• 42:55
  to
• 42:56
  change
• 42:56
  based
• 42:56
  on
• 42:56
  new
• 42:57
  information.
• 42:57
  And
• 42:58
  that
• 42:58
  example
• 42:58
  is
• 42:58
  a
• 42:59
  really
• 42:59
  good
• 42:59
  one
• 43:00
  for
• 43:00
  all
• 43:00
  of
• 43:00
  the
• 43:01
  steps
• 43:01
  that
• 43:01
  they
• 43:01
  went
• 43:01
  through.
• 43:02
  And,
• 43:02
  and,
• 43:02
  and
• 43:02
  the
• 43:02
  one
• 43:03
  which
• 43:03
  I
• 43:03
  could
• 43:03
  talk
• 43:03
  about
• 43:04
  forever
• 43:04
  is
• 43:05
  that
• 43:05
  champion.
• 43:05
  But
• 43:06
  I
• 43:06
  do,
• 43:06
  I
• 43:06
  do
• 43:06
  whole,
• 43:07
  whole
• 43:07
  courses
• 43:07
  on
• 43:08
  the
• 43:08
  difference
• 43:08
  between
• 43:08
  a
• 43:08
  champion
• 43:09
  and
• 43:09
  a
• 43:09
  positive
• 43:10
  person.
• 43:10
  And
• 43:11
  most
• 43:11
  people,
• 43:11
  they
• 43:12
  tell
• 43:12
  me
• 43:12
  it's
• 43:12
  a
• 43:12
  champion
• 43:13
  and
• 43:13
  I
• 43:13
  ask
• 43:13
  them
• 43:13
  a
• 43:13
  few
• 43:13
  questions.
• 43:14
  No,
• 43:14
  they're
• 43:14
  a
• 43:15
  positive
• 43:15
  person,
• 43:15
  so
• 43:16
  yeah,
• 43:16
  they,
• 43:16
  they
• 43:17
  like
• 43:17
  it.
• 43:17
  They,
• 43:18
  they,
• 43:18
  they'll
• 43:18
  support
• 43:19
  it,
• 43:19
  but
• 43:19
  actually
• 43:20
  are
• 43:20
  they
• 43:20
  really
• 43:20
  an
• 43:20
  advocate?
• 43:21
  Are
• 43:21
  they
• 43:21
  actually
• 43:22
  going
• 43:22
  out
• 43:22
  there?
• 43:23
  And
• 43:23
  have
• 43:23
  you
• 43:23
  prepared
• 43:24
  them
• 43:24
  to
• 43:25
  be
• 43:25
  an
• 43:25
  advocate?
• 43:26
  Because
• 43:26
  it's
• 43:26
  not
• 43:26
  just
• 43:26
  about,
• 43:27
  oh
• 43:27
  yeah,
• 43:27
  they
• 43:27
  love
• 43:27
  the
• 43:27
  products
• 43:28
  'cause.
• 43:29
  If
• 43:29
  you
• 43:29
  love
• 43:29
  the
• 43:29
  product,
• 43:30
  but
• 43:30
  you
• 43:30
  don't
• 43:30
  have
• 43:30
  the
• 43:30
  information
• 43:31
  as
• 43:31
  soon
• 43:31
  as
• 43:31
  you
• 43:31
  get
• 43:31
  pushback,
• 43:32
  nobody
• 43:32
  wants
• 43:33
  to
• 43:33
  look
• 43:33
  silly.
• 43:33
  So
• 43:33
  they'll
• 43:33
  just,
• 43:34
  they'll
• 43:34
  just
• 43:34
  recoil
• 43:35
  and
• 43:35
  they
• 43:35
  won't
• 43:36
  actually
• 43:36
  push
• 43:36
  it
• 43:36
  any
• 43:36
  further.
• 43:37
  And
• 43:37
  then
• 43:37
  you'll
• 43:37
  be
• 43:37
  wondering
• 43:37
  why
• 43:38
  they're
• 43:38
  not
• 43:38
  getting
• 43:38
  any
• 43:38
  further.
• 43:39
  Because
• 43:39
  that
• 43:39
  person,
• 43:40
  you
• 43:40
  haven't
• 43:40
  prepared
• 43:41
  them,
• 43:41
  you
• 43:41
  haven't
• 43:41
  given
• 43:41
  'em
• 43:41
  enough
• 43:42
  information,
• 43:43
  uh,
• 43:43
  to
• 43:43
  actually
• 43:43
  let
• 43:44
  them
• 43:44
  challenge
• 43:45
  the
• 43:45
  inevitable
• 43:45
  challenges.
• 43:46
  They're
• 43:46
  always
• 43:46
  come
• 43:47
  when
• 43:47
  you're
• 43:47
  changing
• 43:47
  a
• 43:48
  workflow
• 43:48
  or
• 43:48
  changing
• 43:48
  a
• 43:48
  process.
• 43:49
  Uh,
• 43:49
  you
• 43:49
  need
• 43:49
  somebody
• 43:50
  who
• 43:50
  can
• 43:50
  really
• 43:50
  art,
• 43:51
  clearly
• 43:51
  articulate,
• 43:52
  this
• 43:53
  is
• 43:53
  the
• 43:53
  benefit,
• 43:53
  this
• 43:53
  is
• 43:53
  what's
• 43:54
  gonna
• 43:54
  happen.
• 43:54
  As
• 43:54
  you
• 43:54
  said
• 43:54
  there.
• 43:56
  But
• 43:56
  a
• 43:56
  person
• 43:56
  to
• 43:56
  give
• 43:56
  the
• 43:57
  implementation
• 43:57
  guide
• 43:57
  out,
• 43:58
  answer
• 43:58
  the
• 43:58
  questions
• 43:59
  when
• 43:59
  they
• 43:59
  say,
• 44:00
  oh,
• 44:00
  well
• 44:00
  we
• 44:00
  don't
• 44:01
  wanna
• 44:01
  do
• 44:01
  this,
• 44:01
  but
• 44:01
  they've
• 44:01
  been
• 44:02
  briefed
• 44:02
  on
• 44:02
  what
• 44:02
  the
• 44:02
  barriers
• 44:03
  are
• 44:03
  and,
• 44:03
  and
• 44:03
  how
• 44:03
  you
• 44:04
  can
• 44:04
  facilitate
• 44:04
  that.
• 44:04
  So
• 44:04
  I
• 44:04
  think
• 44:05
  that's
• 44:06
  a,
• 44:06
  those
• 44:06
  are
• 44:06
  two
• 44:06
  really,
• 44:07
  really
• 44:08
  good
• 44:08
  examples.
• 44:08
  So,
• 44:08
  so
• 44:09
  based
• 44:09
  on
• 44:09
  those,
• 44:10
  because
• 44:10
  we're
• 44:10
  coming
• 44:10
  to
• 44:10
  the
• 44:10
  end
• 44:10
  of
• 44:11
  our,
• 44:11
  our
• 44:11
  session
• 44:12
  probably,
• 44:13
  and
• 44:13
  don't
• 44:13
  worry,
• 44:14
  unfortunately.
• 44:15
  Julia's
• 44:15
  partner
• 44:16
  couldn't
• 44:16
  be
• 44:16
  here
• 44:17
  today
• 44:17
  because
• 44:17
  she's
• 44:17
  not
• 44:17
  feeling
• 44:18
  very
• 44:18
  well.
• 44:18
  So
• 44:19
  our,
• 44:19
  uh,
• 44:19
  hearts
• 44:20
  and
• 44:20
  thoughts
• 44:20
  go
• 44:20
  out
• 44:21
  to
• 44:21
  her,
• 44:21
  so
• 44:21
  be
• 44:21
  it.
• 44:22
  But
• 44:22
  we
• 44:22
  will
• 44:23
  be
• 44:23
  getting
• 44:23
  them
• 44:23
  back
• 44:23
  on,
• 44:23
  so
• 44:24
  don't
• 44:24
  worry.
• 44:24
  Although
• 44:25
  we're
• 44:25
  not,
• 44:25
  we've
• 44:25
  not
• 44:25
  gone
• 44:26
  through
• 44:26
  absolutely
• 44:26
  everything
• 44:27
  that
• 44:27
  we'd
• 44:27
  like
• 44:27
  because
• 44:27
  we're
• 44:28
  here
• 44:28
  for
• 44:28
  about
• 44:28
  five
• 44:28
  hours.
• 44:29
  Yes.
• 44:29
  We'll
• 44:29
  be
• 44:29
  bringing
• 44:30
  Soia
• 44:30
  and
• 44:31
  Julia
• 44:31
  back
• 44:31
  on.
• 44:31
  So,
• 44:32
  so
• 44:32
  based
• 44:32
  on
• 44:32
  that,
• 44:33
  can
• 44:33
  you
• 44:34
  give,
• 44:34
  you
• 44:34
  know,
• 44:34
  a
• 44:35
  piece
• 44:35
  of
• 44:35
  advice
• 44:36
  to
• 44:36
  our
• 44:36
  listeners
• 44:37
  in
• 44:37
  terms
• 44:37
  of
• 44:38
  what
• 44:39
  could
• 44:39
  they
• 44:39
  do
• 44:39
  from
• 44:40
  tomorrow?
• 44:41
  That
• 44:41
  would
• 44:42
  help
• 44:42
  them
• 44:42
  shift
• 44:43
  in
• 44:43
  terms
• 44:43
  of
• 44:43
  their
• 44:43
  mindset,
• 44:44
  what
• 44:45
  could
• 44:45
  help
• 44:45
  them
• 44:45
  most?
• 44:46
  What?
• 44:46
  What
• 44:46
  would
• 44:46
  be
• 44:46
  a
• 44:46
  piece
• 44:47
  of
• 44:47
  advice?
• 44:47
  So
• 44:47
  I
• 44:48
  think
• 44:48
  actually,
• 44:48
  I
• 44:48
  love
• 44:48
  that
• 44:48
  you
• 44:49
  called
• 44:49
  it
• 44:49
  a
• 44:49
  mindset
• 44:49
  shift.
• 44:49
  So
• 44:50
  I
• 44:50
  think
• 44:50
  the
• 44:50
  biggest
• 44:50
  first
• 44:50
  mindset
• 44:51
  shift
• 44:51
  is
• 44:52
  we
• 44:52
  often
• 44:52
  have
• 44:53
  a
• 44:53
  mindset
• 44:53
  that
• 44:53
  is
• 44:53
  like,
• 44:54
  I
• 44:54
  have
• 44:54
  this
• 44:54
  brilliant
• 44:54
  thing
• 44:55
  and
• 44:55
  people
• 44:55
  are
• 44:56
  resistant
• 44:57
  to
• 44:57
  using
• 44:57
  this
• 44:58
  thing.
• 44:58
  And
• 44:58
  I
• 44:59
  think
• 44:59
  the
• 44:59
  first
• 44:59
  mindset
• 44:59
  shift
• 45:00
  is
• 45:00
  shifting
• 45:00
  away
• 45:01
  from
• 45:01
  the
• 45:01
  idea
• 45:01
  of
• 45:01
  resistance
• 45:02
  to
• 45:02
  saying,
• 45:02
  Hey,
• 45:03
  what
• 45:03
  are
• 45:03
  people's
• 45:04
  barriers?
• 45:05
  And
• 45:05
  what
• 45:05
  are
• 45:05
  their
• 45:05
  facilitators
• 45:06
  to
• 45:06
  actually
• 45:06
  adopting
• 45:07
  the
• 45:07
  thing
• 45:07
  that
• 45:07
  I'm
• 45:07
  talking
• 45:08
  about
• 45:08
  of
• 45:08
  actively
• 45:08
  using
• 45:09
  it.
• 45:09
  And
• 45:09
  when
• 45:10
  we
• 45:10
  go
• 45:10
  in
• 45:10
  with
• 45:10
  a
• 45:10
  mindset
• 45:11
  of
• 45:11
  curiosity
• 45:12
  and
• 45:12
  interest
• 45:13
  around
• 45:14
  their.
• 45:14
  Experience
• 45:15
  their
• 45:15
  perspectives,
• 45:16
  their
• 45:16
  emotional
• 45:17
  connection
• 45:18
  to
• 45:18
  what
• 45:18
  it
• 45:18
  is
• 45:18
  that
• 45:18
  we're
• 45:18
  talking
• 45:19
  about
• 45:19
  doing.
• 45:20
  We
• 45:20
  can
• 45:20
  then
• 45:20
  unpack
• 45:21
  some
• 45:21
  of
• 45:21
  those
• 45:21
  barriers
• 45:21
  of
• 45:22
  facilitators
• 45:22
  and
• 45:22
  start
• 45:23
  thinking
• 45:23
  about
• 45:23
  what
• 45:23
  strategies
• 45:24
  would
• 45:24
  support
• 45:25
  them
• 45:25
  to
• 45:25
  actually
• 45:25
  do
• 45:25
  this.
• 45:26
  And
• 45:26
  so
• 45:26
  instead
• 45:27
  of
• 45:27
  envisioning
• 45:27
  I
• 45:27
  have
• 45:27
  a
• 45:28
  thing
• 45:28
  and
• 45:28
  I'm
• 45:28
  trying
• 45:28
  to
• 45:28
  force
• 45:29
  it
• 45:29
  on
• 45:29
  people
• 45:29
  and
• 45:29
  they're
• 45:29
  resisting,
• 45:30
  it's
• 45:31
  kind
• 45:31
  of
• 45:31
  like,
• 45:31
  how
• 45:31
  can
• 45:31
  we
• 45:31
  come
• 45:31
  together
• 45:32
  and
• 45:32
  really
• 45:33
  see
• 45:33
  the
• 45:33
  world
• 45:33
  from
• 45:33
  their
• 45:34
  perspective?
• 45:35
  And
• 45:35
  I
• 45:35
  think
• 45:35
  that
• 45:35
  there
• 45:35
  are
• 45:36
  easy,
• 45:36
  easy
• 45:36
  ways
• 45:37
  for
• 45:37
  people
• 45:37
  to
• 45:37
  start
• 45:38
  exploring
• 45:39
  what
• 45:39
  that
• 45:39
  looks
• 45:39
  like.
• 45:39
  That
• 45:39
  is
• 45:39
  not
• 45:40
  hard.
• 45:40
  If
• 45:41
  you
• 45:41
  start
• 45:41
  asking
• 45:41
  people
• 45:41
  about
• 45:42
  barriers,
• 45:42
  it
• 45:42
  is
• 45:43
  not
• 45:43
  hard
• 45:43
  to
• 45:43
  get
• 45:44
  them
• 45:44
  to
• 45:44
  start
• 45:44
  talking
• 45:44
  about
• 45:45
  those,
• 45:45
  right?
• 45:45
  Like
• 45:45
  this
• 45:45
  isn't
• 45:46
  a
• 45:46
  huge
• 45:46
  leap.
• 45:47
  And
• 45:47
  I
• 45:47
  think
• 45:47
  it's
• 45:47
  showing
• 45:48
  up
• 45:48
  with
• 45:48
  that
• 45:49
  curiosity
• 45:50
  around
• 45:50
  that
• 45:51
  while
• 45:51
  recognizing,
• 45:52
  hey,
• 45:52
  there
• 45:52
  are
• 45:53
  real
• 45:53
  strategies
• 45:53
  I
• 45:54
  can
• 45:54
  use
• 45:54
  to
• 45:54
  directly
• 45:55
  address
• 45:56
  the
• 45:56
  barriers
• 45:56
  that
• 45:56
  people
• 45:57
  have.
• 45:57
  Um,
• 45:58
  and
• 45:58
  I'm
• 45:58
  gonna
• 45:58
  share
• 45:58
  one
• 45:59
  last
• 45:59
  example
• 45:59
  'cause
• 45:59
  I
• 45:59
  feel
• 46:00
  like
• 46:00
  your,
• 46:00
  your
• 46:01
  last
• 46:01
  thoughts.
• 46:02
  Brought
• 46:02
  it
• 46:02
  back
• 46:02
  to
• 46:02
  me
• 46:02
  is
• 46:03
  one
• 46:03
  of
• 46:03
  the
• 46:03
  ones
• 46:03
  I
• 46:03
  hear
• 46:03
  all
• 46:04
  the
• 46:04
  time
• 46:04
  is
• 46:04
  leadership
• 46:05
  said
• 46:05
  they
• 46:05
  were
• 46:06
  gonna
• 46:06
  support
• 46:06
  this,
• 46:07
  and
• 46:07
  now
• 46:07
  it
• 46:07
  feels
• 46:07
  like
• 46:08
  they're
• 46:08
  kind
• 46:08
  of
• 46:08
  undermining
• 46:09
  it.
• 46:09
  What
• 46:09
  do
• 46:09
  I
• 46:09
  do?
• 46:10
  And
• 46:10
  a
• 46:11
  really
• 46:11
  common
• 46:12
  barrier
• 46:12
  I
• 46:12
  see
• 46:13
  is
• 46:13
  that
• 46:13
  leadership
• 46:14
  actually
• 46:15
  does
• 46:15
  support
• 46:15
  it.
• 46:16
  Leadership
• 46:16
  doesn't
• 46:17
  feel
• 46:17
  confident
• 46:18
  enough
• 46:18
  speaking
• 46:19
  to
• 46:19
  this
• 46:20
  thing
• 46:20
  that
• 46:20
  we're
• 46:21
  talking
• 46:21
  about,
• 46:22
  that
• 46:22
  once
• 46:22
  they
• 46:22
  get
• 46:23
  pressed,
• 46:23
  they
• 46:24
  kind
• 46:24
  of
• 46:25
  back
• 46:25
  away.
• 46:25
  And
• 46:25
  so
• 46:25
  they
• 46:26
  then
• 46:26
  choose
• 46:27
  not
• 46:27
  to
• 46:27
  do
• 46:27
  that.
• 46:28
  No
• 46:28
  one,
• 46:29
  especially
• 46:29
  leaders,
• 46:30
  wants
• 46:30
  to
• 46:30
  look
• 46:30
  stupid.
• 46:31
  They
• 46:31
  don't
• 46:31
  wanna
• 46:31
  look
• 46:31
  like
• 46:31
  they
• 46:32
  don't
• 46:32
  know
• 46:32
  what
• 46:32
  they're
• 46:32
  talking
• 46:32
  about.
• 46:33
  And
• 46:33
  so
• 46:33
  one
• 46:33
  of
• 46:33
  the
• 46:34
  things
• 46:34
  I
• 46:34
  tell
• 46:34
  people
• 46:34
  often
• 46:35
  is,
• 46:35
  do
• 46:35
  you
• 46:35
  have
• 46:36
  a
• 46:36
  beautiful
• 46:37
  set
• 46:37
  of
• 46:37
  talking
• 46:37
  points
• 46:38
  for
• 46:38
  leaders
• 46:39
  so
• 46:39
  that
• 46:40
  they
• 46:40
  can
• 46:40
  answer
• 46:41
  some
• 46:41
  questions
• 46:42
  and
• 46:42
  then
• 46:42
  refer
• 46:42
  people
• 46:43
  outside
• 46:43
  for
• 46:44
  some
• 46:44
  of
• 46:44
  the
• 46:44
  other
• 46:44
  questions?
• 46:45
  You
• 46:45
  know
• 46:45
  what
• 46:45
  I
• 46:45
  mean?
• 46:46
  And
• 46:46
  so
• 46:46
  it's
• 46:46
  like
• 46:46
  once
• 46:46
  we
• 46:47
  start
• 46:47
  seeing
• 46:47
  the
• 46:47
  world
• 46:48
  from,
• 46:48
  Hey,
• 46:48
  it's
• 46:48
  not
• 46:48
  that
• 46:48
  the
• 46:49
  leader's
• 46:49
  resistant
• 46:50
  or
• 46:50
  undermining
• 46:51
  the
• 46:51
  work.
• 46:51
  They
• 46:51
  don't
• 46:52
  feel
• 46:52
  confident
• 46:53
  being
• 46:53
  able
• 46:53
  to
• 46:53
  communicate
• 46:54
  it
• 46:54
  the
• 46:54
  way
• 46:54
  that
• 46:54
  we
• 46:54
  want
• 46:54
  them
• 46:54
  to.
• 46:55
  Yeah,
• 46:55
  no,
• 46:55
  and
• 46:55
  I
• 46:55
  think
• 46:56
  that's
• 46:56
  the
• 46:56
  perfect
• 46:57
  place
• 46:57
  on,
• 46:57
  on
• 46:58
  which
• 46:58
  to
• 46:58
  finish.
• 46:58
  It's
• 46:59
  about
• 46:59
  preparing
• 46:59
  people
• 47:00
  and
• 47:00
  making
• 47:00
  sure
• 47:00
  that
• 47:01
  actually
• 47:01
  the
• 47:01
  people
• 47:01
  that
• 47:02
  you
• 47:02
  want
• 47:02
  to
• 47:02
  support
• 47:03
  you
• 47:03
  feel
• 47:03
  supported
• 47:04
  themselves.
• 47:05
  So
• 47:05
  I
• 47:05
  think
• 47:05
  that's
• 47:05
  a
• 47:05
  really
• 47:06
  important
• 47:06
  point.
• 47:06
  And
• 47:07
  thank
• 47:07
  you
• 47:07
  very
• 47:07
  much,
• 47:07
  Julia.
• 47:08
  It's
• 47:08
  been
• 47:08
  absolutely
• 47:08
  illuminating.
• 47:09
  Hakeem: And
• 47:10
  Hakeem: if
• 47:10
  Hakeem: you're
• 47:10
  Hakeem: building
• 47:11
  Hakeem: a
• 47:11
  Hakeem: MedTech
• 47:11
  Hakeem: business
• 47:12
  Hakeem: and
• 47:12
  Hakeem: you're
• 47:12
  Hakeem: not
• 47:13
  Hakeem: sure
• 47:13
  Hakeem: whether
• 47:13
  Hakeem: your
• 47:13
  Hakeem: next
• 47:14
  Hakeem: move
• 47:14
  Hakeem: should
• 47:14
  Hakeem: be
• 47:14
  Hakeem: around
• 47:14
  Hakeem: evidence,
• 47:15
  Hakeem: market
• 47:16
  Hakeem: access,
• 47:16
  Hakeem: commercialization,
• 47:17
  Hakeem: distributor
• 47:17
  Hakeem: strategy.
• 47:18
  Hakeem: Or
• 47:18
  Hakeem: adoption.
• 47:19
  Hakeem: Do
• 47:19
  Hakeem: not
• 47:20
  Hakeem: guess.
• 47:20
  Hakeem: Book
• 47:21
  Hakeem: a
• 47:21
  Hakeem: healthcare
• 47:21
  Hakeem: export
• 47:22
  Hakeem: accelerator
• 47:22
  Hakeem: diagnostic
• 47:23
  Hakeem: Call
• 47:23
  Hakeem: with
• 47:23
  Hakeem: me.
• 47:24
  Hakeem: Use
• 47:24
  Hakeem: my
• 47:24
  Hakeem: link
• 47:25
  Hakeem: in
• 47:25
  Hakeem: the
• 47:25
  Hakeem: show
• 47:25
  Hakeem: notes.
• 47:26
  Hakeem: And
• 47:26
  Hakeem: in
• 47:26
  Hakeem: that
• 47:26
  Hakeem: session
• 47:27
  Hakeem: I'll
• 47:27
  Hakeem: help
• 47:27
  Hakeem: you
• 47:28
  Hakeem: identify
• 47:28
  Hakeem: the
• 47:28
  Hakeem: specific
• 47:29
  Hakeem: constraints
• 47:30
  Hakeem: blocking
• 47:30
  Hakeem: your
• 47:31
  Hakeem: momentum
• 47:31
  Hakeem: and
• 47:32
  Hakeem: the
• 47:32
  Hakeem: commercial
• 47:32
  Hakeem: move
• 47:33
  Hakeem: most
• 47:33
  Hakeem: likely
• 47:34
  Hakeem: to
• 47:34
  Hakeem: unlock
• 47:34
  Hakeem: your
• 47:35
  Hakeem: progress.
• 47:35
  Hakeem: Thanks
• 47:35
  Hakeem: for
• 47:36
  Hakeem: tuning
• 47:36
  Hakeem: in.
• 47:36
  Hakeem: Until
• 47:37
  Hakeem: next
• 47:37
  Hakeem: time,
• 47:38
  Hakeem: thanks
• 47:38
  Hakeem: for
• 47:38
  Hakeem: listening.
• 47:39
  Hakeem: Keep
• 47:39
  Hakeem: challenging
• 47:39
  Hakeem: your
• 47:39
  Hakeem: assumptions
• 47:40
  Hakeem: and
• 47:40
  Hakeem: keep
• 47:41
  Hakeem: growing.