Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare

Anita Black and Neil Rothstein

This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.

Uncompromising intimacy – The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare

Anita Black and Neil Rothstein

Introduction

With the discovery of genes and the mapping of the genetic code, we've seen the coming of a new age of scientific innovation and medical research. Across the world, the impact of these advances in science and technology are being felt. In the UK, the 100k Genome Project is underway, mapping the genetic sequence of over 100,000 people, focusing on those with cancer and rare and infectious diseases, to help understand...

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