EmicAi is an AI-powered field researcher that gives pharma near real-time insight into doctors' decision-making.

What do Pope Urban VIII, Citigroup, and the St. Louis Cardinals have in common?They all bet against evidence and lost.Urban VIII put Galileo on trial for proving that Earth orbits the sun. The consensus now holds with Galileo—despite what Kyrie Irving might say. Citigroup bet against the 2007 subprime mortgage crisis and lost $39 billion to tiny hedge funds that analyzed market fundamentals and bet on collapse. And the Cardinals lost big to the Red Sox — who used stats-driven decision-making to sweep the 2004 World Series.The Moneyball pattern repeats across history: A small group recognizes that evidence beats guesswork — including expert intuition. And then the payoff is so big that everyone else adopts their methods.Customer Illuminated is Moneyball for product-market fit.__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.When business decisions fit customer needs, magic happens. The miracle is that it’s not magic. It’s science.__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.We wanted to be less like Urban VIII and more like Galileo. So we looked everywhere for a robust way to map the market. We asked everyone. We Googled everything. But we couldn’t find an approach that would stand up in an academic publication—let alone give us a direct read on the market.So we built one.(Check out our website for more: customerilluminated.com)

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.

Startup studios use in-house teams and capital to test several startups at once. They kill bad ideas and spin-off good ones. The Banyan Lab is our micro startup studio.

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 leads.Delivered 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

Represented American Indian Tribes throughout the United States in litigation involving matters such as treaty rights, sovereignty, housing, land and natural resources, and taxation.