Diogo Rau

And I think this whole industry hasn't really focused on like, how do we make it an amazing experience and work backwards? I think the kinds of things that you see at Apple and a lot of other consumer-oriented companies just haven't arrived here yet. And how does putting the customer...

And I think this whole industry hasn't really focused on like, how do we make it an amazing experience and work backwards? I think the kinds of things that you see at Apple and a lot of other consumer-oriented companies just haven't arrived here yet. And how does putting the customer...

That was the most fundamental thing that I learned from my time at Apple. And I think most companies will say, oh, we care about the customer. But whenever you start a project, People will have, I don't know, they'll have five pillars or five things they need to go after. Well, maybe there's the business case, the product, the customer, you know, you'll have like five or six different things.

That was the most fundamental thing that I learned from my time at Apple. And I think most companies will say, oh, we care about the customer. But whenever you start a project, People will have, I don't know, they'll have five pillars or five things they need to go after. Well, maybe there's the business case, the product, the customer, you know, you'll have like five or six different things.

And the way you'd always do things at Apple was different. You would always start by like, what's the customer, the consumer experience that you want to create? and then work backwards and then figure out, can you make it a financial case around it? Well, maybe you can't. Okay, so maybe we can see how we can change things back and forth. But everything was centered on the customer experience.

And the way you'd always do things at Apple was different. You would always start by like, what's the customer, the consumer experience that you want to create? and then work backwards and then figure out, can you make it a financial case around it? Well, maybe you can't. Okay, so maybe we can see how we can change things back and forth. But everything was centered on the customer experience.

It wasn't like a pillar of one thing of five. It was like the thing that was guiding everything. And I think that's, we're not there yet, but that's the kind of thing we need to do every single time. We need to go back and see what's the customer experience like. We need to actually focus on making a customer experience better. Yeah, yeah.

It wasn't like a pillar of one thing of five. It was like the thing that was guiding everything. And I think that's, we're not there yet, but that's the kind of thing we need to do every single time. We need to go back and see what's the customer experience like. We need to actually focus on making a customer experience better. Yeah, yeah.

Okay. Great.

Okay. Great.

share with everybody that, like, Malcolm and I had a little prep call before, you know, a couple weeks ago, and it was only about 10 minutes because he just said, okay, you know, if you've got any toys, any goodies, like, bring them along. And so, like, my team gave me a box of goodies here, which is all splayed out on the table. And then I think he said, okay, I don't want to talk too much more.

share with everybody that, like, Malcolm and I had a little prep call before, you know, a couple weeks ago, and it was only about 10 minutes because he just said, okay, you know, if you've got any toys, any goodies, like, bring them along. And so, like, my team gave me a box of goodies here, which is all splayed out on the table. And then I think he said, okay, I don't want to talk too much more.

Let's not do any more prep. Let's just get going.

Let's not do any more prep. Let's just get going.

That would be the only thing that was top of mind. Awesome. All right. So let me grab a box. All right. I'm going to show you something that is... No, let me grab that one. Yep. And I'm going to hide it here for just a second and tell you what the problem is that we're going after. One of the big challenges in the world right now is medicine and medicine safety.

That would be the only thing that was top of mind. Awesome. All right. So let me grab a box. All right. I'm going to show you something that is... No, let me grab that one. Yep. And I'm going to hide it here for just a second and tell you what the problem is that we're going after. One of the big challenges in the world right now is medicine and medicine safety.

When I was at Apple, I saw counterfeit iPhones and I couldn't believe it. You wouldn't know that they were counterfeit until you actually picked them up and played with them for like half an hour. And sometimes we'd have to send them in and have them get x-rayed to know that they're fake. Well, those were on products. That was like a $1,000 product, electronics.

When I was at Apple, I saw counterfeit iPhones and I couldn't believe it. You wouldn't know that they were counterfeit until you actually picked them up and played with them for like half an hour. And sometimes we'd have to send them in and have them get x-rayed to know that they're fake. Well, those were on products. That was like a $1,000 product, electronics.

Very hard to make a counterfeit, but the economics were there. Medicines are a lot easier to fake, or at least make them look fake. All you need to do is copy the box, and if it's in a vial, put a label on it, something like that.

Very hard to make a counterfeit, but the economics were there. Medicines are a lot easier to fake, or at least make them look fake. All you need to do is copy the box, and if it's in a vial, put a label on it, something like that.