This is the journey of how one brand made a life-altering difference to a small percentage of the American women whose reproductive rights were stripped of them by the nine justices of the Supreme Court.
It's a lesson in planning for the unplanned.
About how strategy must shift gears and switch direction when it's needed most.
In this instance, from carefully laying the long-term foundations for an ambitious digital healthcare provider.
To directing urgent action on the ground.
During a moment in time when nothing was certain.
When the future of abortion was yet to be written.