Situation: Presented with a challenge for a new identity, I wanted to understand much more deeply what the company did so that I could develop an appropriate product.
Solution: The initial efforts by others did not look at the essence of what the company did. Their product uses a very sensitive biopsy to detect ctDNA, which predicts if cancer is present, and how much. Ultimately, the simple dot on the DNA strand makes it very clear that something is wrong—something the competitors miss.