Malcolm Gladwell

first in that chain of interest groups change the way you do business or change the way you think about what you're doing?

first in that chain of interest groups change the way you do business or change the way you think about what you're doing?

You have a whole table full of goodies over there. I want you to pick a goody and let's use this as a specific, walk me through the kind of thinking behind the product, the specific challenges, how it represents this process that you've been talking about. You pick.

You have a whole table full of goodies over there. I want you to pick a goody and let's use this as a specific, walk me through the kind of thinking behind the product, the specific challenges, how it represents this process that you've been talking about. You pick.

Just so people know, about a couple of feet from Diego is there. There's about, it looks like, eight to ten mysterious boxes that are... So I have to...

Just so people know, about a couple of feet from Diego is there. There's about, it looks like, eight to ten mysterious boxes that are... So I have to...

Well, the thing is, if you have small children as I do, you think exclusively in terms of shiny little gifts. I almost said, can you bring snacks?

Well, the thing is, if you have small children as I do, you think exclusively in terms of shiny little gifts. I almost said, can you bring snacks?

What would be, it's just fascinating, is there a particular kind of medicine for which the counterfeiters' motivation is greatest?

What would be, it's just fascinating, is there a particular kind of medicine for which the counterfeiters' motivation is greatest?

Yeah. How long did it take to develop that particular technology?

Yeah. How long did it take to develop that particular technology?

So what you're saying is what you have is a technology that could be a platform for building an interaction between the consumer of the pill, the patient.

So what you're saying is what you have is a technology that could be a platform for building an interaction between the consumer of the pill, the patient.

Yeah. But you've put that RFID tag on the box. Correct. But now there's still a thing inside the box. There's still a thing inside the box.

Yeah. But you've put that RFID tag on the box. Correct. But now there's still a thing inside the box. There's still a thing inside the box.

What about protecting against an unauthorized use of the medicine? What if the wrong person taps their phone against?

What about protecting against an unauthorized use of the medicine? What if the wrong person taps their phone against?

So this is beta with the box. How many years before you think you'll be actually in the pill itself?

So this is beta with the box. How many years before you think you'll be actually in the pill itself?