Emic is an AI-powered field researcher that gives pharma near real-time insight into doctors' decision-making—with a level of clarity that was previously impossible.

Provide 1:1 mentorship to students in WWU's Entrepreneurship and Innovation Program. Occasionally deliver lectures to all students in the program re: using customer needs to drive product decisions.

We like Theodore Levitt’s insight that people don't want a quarter-inch drill bit. They want a quarter-inch hole.But we can advance that logic. Why do people want a quarter-inch hole? 3M asked that question and learned that some people want to hang photos on walls. But hanging photos doesn’t require quarter-inch holes. So 3M didn’t invent another drill bit. They invented double-sided tape.Customer Illuminated began when one of our startups needed business decisions to fit customer needs. We wanted hard data to show whether the opportunity was attractive, and — if it was — how to approach it as strategically as possible.So we looked everywhere for a robust way to map the market. We asked everyone. We even Googled everything. But we couldn’t find an approach that would give us a good read on the market.So we built one.Now, we've deployed it on behalf of multibillion-dollar enterprises, startups, and everyone in between.

Supported Stand Together Ventures Lab + MIT Solve in their Unbundle Policing incubator, which helped 119 organizations in their efforts to reduce violence between police and their communities.Provided 1:1 mentorship to organization leadsDelivered 10 lectures/workshops (the "Venture Series") that showed how to use stakeholder interests to drive critical aspects of innovation. Our main topics included: • Best practices in customer/stakeholder interviewing • Analyzing a market/landscape of need • Segmentation • Targeting • Product/service requirements • Competition • Positioning • Adoption/sales/procurement processes • Messaging • Marketing/diffusion channels • Pricing strategy

ChoiceMap was an AI that helped doctors and patients make complex treatment decisions together—decisions that were backed by evidence and matched patient preferences for care. Shuttered in 2018.

We took our company, ChoiceMap, through the Cedars-Sinai Accelerator Powered By Techstars.

Main clients:ORGANIZATION: Ashoka: Innovators for the Public (Global HQ)LOCATION: Arlington, VA TITLE: Writing and Marketing ConsultantORGANIZATION: The Infinity FoundationLOCATION: Princeton, NJTITLE: Scholar