Aaron Horovitz, Co-Founder and CEO of Empath Labs
How can innovative technology empower children to take an active role in their health care journey? Aaron Horowitz, Co-Founder and CEO of Empath Labs shares an approach to care that incorporates interactive companions and play to support the mental health and wellbeing of children. He envisions a future in which pediatric care is foundational in addressing population-wide health challenges. By engaging children in early prevention, we can create a more empathetic, personalized healthcare system at every stage of life.
Aaron is a maker; from sculptures to business, he is fascinated with the process of taking an idea from concept to reality. His experience growing up with human growth hormone deficiency inspired a desire to bring empathy, design and a patient-centered mindset to healthcare.
He is the co-founder and CEO of Empath Labs (formerly Sproutel), a patient experience studio, and Design for America, a nationwide non-profit that leverages design thinking to create social impact.
Empath Labs is best known for their work creating Jerry the Bear, a best friend for children with type 1 diabetes, My Special Aflac Duck, a robotic companion for children with cancer and sickle cell disease, and the Purrble Companion, a toy to help people find calm. The White House and Barack Obama recognized Aaron as one of 50 honored makers in 2014. He holds a degree in Mechatronics and User Interaction Design from Northwestern University, a major he created to pursue a passion for understanding how people play with robots! When unplugged Aaron is likely either sculpting or surfing.
Show Notes
Aaron Horowitz shares his personal journey towards patient-centered pediatric care. [4:30]
He shares a future vision that empowers children to emotionally engage with their care. [7:52]
How can patients achieve better treatment outcomes? [9:39]
Why have children been overlooked from a health care standpoint? [12:59]
What’s the benefit of developing a preventative care system for children?[15:18]
How can providers and insurers reframe their approach to engage with patients, particularly children? [18:30]
When did Aaron know he wanted to design for pediatric care? [21:05]
Innovative interactive companions that help children engage in their care. [23:30]
What role can community engagement play in pediatric care? [27:05]
How can we prioritize mental health for children? [28:30]
How can mechatronics, technology and digital solutions be integrated into a child’s care? [30:15]
Building in personalized care at every step of a child’s journey. [35:05]
Transcript
Bisi Williams 00:00
Hi. I'm Bisi Williams, you're listening to Health2049.
Aaron Horowitz 00:07
It all starts with how do we help the youngest children understand their health? How do we empower them with the right behaviors from the very beginning, so that they can grow up great. And what I believe is a key component to achieving that is a future where healthcare is equal parts health, and equal parts care. And in 2049, I see a future where we treat and take seriously the patient experience in the same way we do the actual life-saving treatments that people are getting.
Bisi Williams 01:58
Welcome to Health2049, the show that takes you on a journey into the future of health and wellness. I'm your host Bisi Williams and today we're diving into a fascinating topic that envisions a world where investing in pediatric care becomes the cornerstone of addressing population level health challenges at their source. Imagine a world where every child has the opportunity to thrive not just in the present, but throughout their entire lives. A world where we recognize the immense potential of investing heavily in pediatric care to revolutionize the health landscape for generations to come. My guest today is not just your average maker, Aaron Horowitz is a creative force to be reckoned with. From crafting exquisite sculptures to building successful businesses. He lives and breathes the art of turning dreams into tangible reality. But it's his extraordinary personal journey that truly sets him apart. Growing up with human growth hormone deficiency, Aaron experienced firsthand the challenges and struggles faced by those navigating the healthcare system. This experience ignited a deep seeded desire within him to revolutionize health care, infusing it with empathy, design and a patient-centered mindset. With his burning passion, he Co-founded Empath Labs, a trailblazing patient experience studio that's rewriting the rules of care. He is also the visionary behind Design for America, a nationwide nonprofit organization that harnesses the power of design thinking to create meaningful social change. Empath Labs has gained recognition for their groundbreaking creations like Jerry the Bear, a remarkable companion that supports children with type one diabetes. Then there's my special Aflac Duck, a robotic companion designed specifically for children battling cancer and sickle cell disease. And let's not forget the Purrble Companion, a delightful toy engineered to help individuals find calm in the chaos of everyday life. President Obama and the White House recognized Aaron as one of the 50 Honored makers in 2014. Aaron holds a degree in mechatronics and user interaction from Northwestern University. This is a major he created to pursue a passion for understanding how people play with robots. It is my pleasure to welcome Aaron Horowitz to help 2049 Aaron, welcome.
Aaron Horowitz 04:22
Thank you so much for having me Bisi.
Bisi Williams 04:25
It is such a pleasure. So now Aaron, tell us a little bit about your interesting background.
Aaron Horowitz 04:30
So, for me, the source of my passion for health care comes from my own experience. I grew up with human growth hormone deficiency. And basically that means that my body didn't produce the hormones that I needed to grow. So every day for about five years, I'd give myself a shot. And I just think back to so many moments in my own treatment journey, where I really didn't understand what was going on. I was sitting in a doctor's office and the doctor was talking directly to my parents, almost as if I wasn't in the room. And so I became really passionate about ways in which we can help empower children at this age. We are forming mental models of care and of their health, to help set them on the right trajectory as they grow up. And so when I went into college, you kind of highlighted, I founded this organization Design for America, which is all about using design thinking to solve problems with social impact within our own communities. And the very, very first project of Design for America was how we might improve the lives of children living with type one diabetes. And as we went out, and as we started interviewing parents and interviewing children, we saw that all of these kids would take their stuffed animals and give them diabetes, they would start injecting their teddy bears. They would start drawing little insulin pumps on pieces of paper and stapling it to their fur. And so children were really reframing all of the experiences around them through the language of play, through the language that they speak. And Piaget says, play is the work of childhood. And so this is what they were doing, they were doing the work of children to understand their experiences from a health care context in a way that was more intuitive for them. And for the past 12 years, we've worked through Empath Labs formerly through Sproutel to really bring that language of play to life for children in a health care context, to help them understand their health, for kids with chronic illness, and to help them really facilitate conversations and translations between the way that kids see the world and the way that we as adults see the world.
Bisi Williams 06:57
I have to say, you just touched me to the very core of my being, when you think about just watching your children or watching children and looking at them with care, and picking up what could be perceived as a subtle thing or play. But really understand that nonverbal language and that play language having so much meaning, that's really profound. And I just want to commend you for that. And I wonder, and this is where our conversations are going, how much perception is there in the medical and related spaces in terms of what people are feeling, what their environment is like, and how they understand what's happening to them. But I'd love for you to share right now with our listeners, your vision for health and wellness in 2049.
Aaron Horowitz 07:52
Well, and maybe this is no surprise, but as I look into the crystal ball for 2049, it all starts with how do we help the youngest children understand their health? How do we empower them with the right behaviors from the very beginning, so that they can grow up great? And what I believe is a key component to achieving that is a future where health care is equal parts health, and equal parts care. And as we look back in the past decade, we've made these transformational steps when it comes to health, treating diseases, bringing the survival rate of cancer from 80% to 20% for kids, but the actual care side of health care has lagged far behind. And in 2049, I see a future where we treat and take seriously the patient experience in the same way we do the actual life-saving treatments that people are getting. And I'm really excited to get into what it means to really build this patient experience that helps put patients at the very center and help them not just receive health care, but understand health care and emotionally engage with their care.
Bisi Williams 09:23
I mean, that's such a beautiful vision and I'm gonna probe deeper on that and I just want to at a high level, I want to know why you are so confident that your idea or vision can be achieved in 30 years that we could definitely put the care in health care.
Aaron Horowitz 09:39
Gosh I think a lot of my confidence, I am a die hard optimist, so I have a lot of confidence in a lot of different optimistic futures. But for me, it makes so much sense because what is best for patients in this case, this improves patient experience directly in alignment with improved outcomes and cost savings. And I think that when those worlds align, when we can do well by doing good, those optimistic futures become realistic possibilities. So when we look at the impact of patient experience, we have documented research where we're able to show that when patients better understand their experiences, they have better outcomes, when patients have better communication with their doctors and their providers, it correlates to improved adherence and improved adherence to their actual treatment plans. So we have this key component of, hey, we can actually link these things through established research of making things better for patients, making the experience better, and actually having better treatment outcomes. But I think the broader meta narrative that gets me excited, is I think patients are getting fed up with the fact that the quality of experience that they're receiving in their health care isn't the same quality of experience they're receiving in any other aspect of their lives. And I think more and more patients are demanding that, hey, I interact with maybe my retail shopping experience in a current way, because at the end of the day, health care is a shopping experience. We're paying a lot of people now with these high deductible plans out of pocket for most everything that happens. And there should be an expectation and I think there is that luxury experience I might get when I buy a $1,000 good. When I'm going to the doctor's office, I'm buying a $1,000 treatment, right? I should get that same luxury experience, I should leave feeling good about myself, I should leave feeling like, I know what the next steps are in my own health care journey. And that's what makes me optimistic is I think people are coming around to that. And I think the more and more that we're paying out of pocket for our health, the more and more we're going to start demanding that we feel good about our health care experiences.
Bisi Williams 12:11
You know, you're so right, I love the way that you describe that I'll just share this. As a Canadian, we have a universal health care system, but when we moved to America, my youngest daughter became ill. But I thought the experience was great, because the rooms were decorated. They were clean. They had choo, choo trains and great diorama and stuff, which was something we just don't have in Canada. It's not designed to be like, oh, there's a slide ride. And I have to say that I was seduced by that. Meanwhile, there were serious issues underneath that. I'm going to come back to that with you. But why is your idea and your vision important? And how does it make the world a better place?
Aaron Horowitz 12:59
Well, I think for many, many years, children have been overlooked from a health care standpoint. And if you zoom out and look at the dollars and cents of it all, you can see why children are not driving the bulk of health care spending. And simply because of that their populations are smaller, you look at the population of just type one diabetes in children versus adults. It's larger in adults and so there is this outsized focus on adult populations. But why it's important is that adults or just grown up kids, I mean, that sounds so obvious, right? But all of those behaviors, whether it's non compliance, whether it's maybe diet, exercise, all of those behaviors, go back to the mental models that we are forming as kids. And so if we really want to make a change, if we really want to flip the switch, and think about true prevention, we need to go back to childhood. And we need to go back to thinking about how do we not rewire someone's brain when they're an adult, but how do we wire someone's brain from the very beginning? Because kids are forming so many neural connections, and those are the patterns and behaviors, they will hold with them for their entire lives. So I think that this is critically important because it gives us the opportunity to think about systems level change.
Bisi Williams 14:30
Yeah, so I have to say, when you mentioned in the year 2049, we will invest more heavily in pediatric care as a means of addressing population level health challenges at the source, that statement blew my mind. It just popped and then and it flipped the way that I look at preventative care and I think you're actually putting in a new paradigm which is so exciting. You talked a little bit about it, but talk about it more. I mean, the fact that children are overlooked and not seen, but that kids are future adults. That's a very big idea, Aaron, and I think that this could actually get us very quickly to a preventative care system by investing in the youngest first.
Aaron Horowitz 15:18
Yeah. Well, I mean, I think just to start out, and thank you, I have so much heart and connection to you right now on this shared vision, because the way that we're currently thinking about prevention is, I think, almost prevention light. We're saying, Okay, you are an adult, and you're at risk for type two diabetes, let's think about altering diet and exercise so that you don't need to go on Metformin. And that is essential work. I don't want to minimize the importance of that type of prevention. But it's not addressing the root cause. And in order to address the root cause we have to go way, way back. And I think the best kind of foundation of research here is this adverse childhood events study, which has been going on I think, over 40 years, and it's looking at traumatic events that happen in childhood, one out of four kids experience a traumatic event and there is a direct correlation between those events and poor health outcomes, and worse physical health, worse mental health, more serious symptoms related to illness, higher stress hormones, reduced immune function. We have all of these linkages that go back to what is a traumatic event in childhood. And the definition for traumatic events is immensely broad. And so there are many reasons for why we're not doing this. And it is difficult to think about how you make investments when your return on investment might be on a 30 or 40 year time horizon. And so we push off doing these things, and the only way to start measuring the impact and to start making an impact is to start doing, even if it is a 1% change or a 2% change of investing in that pediatric health. So I think what it means to truly have prevention is to start addressing some of the softer aspects of health, some of the social determinants of health that surrounds childhood, investing in communities. And I can get a little bit more into detail with what that means. But it means investing in the whole health of the child. So not just children who are chronically ill, but children who might live in low income communities and don't have access to green space, or who don't have access to healthy food. Their mental models for how they eat and how they exercise as they grow up are all being formed in that zero to 12 age Group. And so it's going way, way back to the very, very beginning.
Bisi Williams 18:00
When you explain it like that, or and I just look at, wow, that's a societal missed opportunity and it makes my heart really beat. But let's dig deeper into patient-centered care. In what way do you see providers, insurers and Big Pharma reframing how they will engage with patients in the future and children in particular? How do we make it sexy for them to actually get on board?
Aaron Horowitz 18:30
Yeah, absolutely. We have to make it sexy, right for the people who ultimately stand to gain from the providers from pharma companies. We have to make this not the thing that they have to do, but the most attractive thing to do. And I think the core message there is brand relationship, it's brand loyalty. When you're able to provide an incredibly high quality of care to a child, that's something that their parents remember. I still remember I was on multiple drugs as a child, I won't name those companies, but I still have a fondness for some of those pharma companies, because of the way I was treated as a kid, decades later. I still think back to that company with fondness and I think the holy grail with brands is brand loyalty, it is word of mouth. These are the things that help whether it's a new pharmacological treatment spread within a patient community, or whether it's deciding which healthcare network to go to. Which provider network is going to be the one that resonates with you as a parent for your children. It's all about the softer aspects of care. It's way more important from a parent perspective. How you feel leaving it, how your child feels, even if the quality of care the actual health may be better at one provider, if you leave with a smile on your face, if you leave where your child is entertained in the waiting room, has less stress going into that blood draw, you will build a stronger relationship with that provider. So I really think that there is just this direct linkage with what is right for patients and the actual loyalty of that patient to your brand.
Bisi Williams 20:23
I feel such deep gratitude for the companies and for those medications that actually keep my children healthy and well. I'm so grateful for that. And it's weird, and I never really thought of it as like, Thanks, X Corporation, but I do. And I think you're onto something there. I want to go back to how your experience growing up with human growth hormone deficiency really inspires you. I mean, when you were five, did you think I'm going to do x? Or how did that evolution come for you.
Aaron Horowitz 21:05
I'll tell you Bisi, it was really organic and it's actually something I didn't realize until I was right smack in the thick of it. So as a child when I was asked I would always say I want to be an inventor. So this kind of desire to create was always something within me. But my healthcare experience, that experience going through human growth hormone deficiency was actually something that I was almost ashamed of, in a lot of ways. It's something I didn't tell anybody. Outside of my immediate family, my extended family didn't know, my friends didn't know, it was something I really held deep inside of me and was just this other piece of me. It actually wasn't until I was in college, and I was working on this project for children with type one diabetes, as you said in the beginning, creating Jerry the Bear this interactive companion for children with type one diabetes, I actually didn't realize why I was drawn to that. It might sound crazy. You'd think that I was instantly linking these two, it was actually when I was writing my first grant application for a small amount of money to continue prototyping, I had to run it by my team and there was a question that was why are you passionate about this? It was the first time I ever told somebody about my childhood experience. And I remember I was 20 years old and I was asking my teammates, Hey, can you read this and actually, before you read it, I have to tell you something. And that was the moment where those synapses in mind to borrow your terminology fired and I said, Holy Moly, I never connected these things. And now it's clear as day. Now I can look back, hindsight is always twenty-twenty and stories are always best told, when you're on the other side of these things and now the narrative is so very clear. But it was, I think, something that was moving me on a subconscious level all throughout my life towards this direction.
Bisi Williams 23:12
Which is so amazing, the power of invention, the power of design and the power of story. So I'd love you to tell us about your medical creations. Jerry the Bear, my special Aflac Duck and the Purrble Companion, tell us about these wonderful inventions. I love them.
Aaron Horowitz 23:30
Oh, thank you and I consider them my children to a certain extent. And so what all of these tools are is really personifying that key insight that I shared from our observation of children with type one diabetes, that children with illness use play to understand what's going on in their lives. What we do at Empath Labs is we leverage this methodology of giving children an interactive companion that they could mirror their medical procedures with. So each of these tools, whether it's our teddy bear for kids with type one diabetes, or my special Aflac Duck for children with cancer, children care for these companions in the very same way that they're being cared for. So in the case of diabetes, they're giving their teddy bear injections, they're feeding them foods, they actually have a blood sugar. So if you feed your teddy bear, a bean burrito, which you can, their blood sugar starts to go up, and you need to give them insulin. And so it gives this safe environment where kids can learn in almost a simulated way. But beyond that, for many of these children, they might not know another child who has that same illness so it gives them something else that they can relate to. They have these really profound roles within the home because what's happening is that all of a sudden the child goes from the person that's being cared for by their parents to the caregiver. The child becomes the caregiver for their companion so they actually step into the shoes of their parents. And it gives them this immense amount of empathy for why their parents are saying, well, you need to take your injection today, you need to check your blood sugar, and it reframes that whole conversation. So instead of parents saying, Oh, is it time to check your blood sugar? Is it time to take an injection, kids are saying, let's check the bears blood sugar, has the bear gotten insulin today? And then oh, now it's my turn. We have 125,000 companions all around the world in the US and Japan, in Europe, they're in use it 450 hospitals and this is the core use is children doing these medical procedures on their companions as a way of alleviating the anticipatory anxiety of helping them understand what's about to happen to them before they experience their treatment. And what that does, is it helps kids emotionally engage in their care, and it helps improve adherence, whether it's diabetes, whether it's cancer, whether it's self regulation, and self soothing, in the case of Purrble, helping kids calm down, it helps empower kids to really engage in their care.
Bisi Williams 26:13
It's that notion of physician heal thyself. This is so powerful in terms of beyond empathy is compassion, understanding for yourself. It sort of brings us self love, which is really important, too, vicariously through these tools, Jerry the Bear or your beautiful duck or your Purrble Companion. I think that's also part of the healing that you actually have someone to talk to. They understand what you're feeling, that there's that transference, but there's that love and tenderness, Aaron, that you've built into this, and that reciprocity of love and care. That is so huge. I just want to ask another question about what role can community engagement and collaboration play in pediatric care?
Aaron Horowitz 27:05
Well, I think just to touch on what you just said, that quality of acceptance is massive, is having something else that's experiencing the same thing as you. Children bring these into their school show and tell us, they're proud to talk about them. They're proud to show their friends how they engage. And it just is that small shift as human beings, we all have a personal narrative in our head of who we are and these companions just create that tiny shift in the narrative, that shift towards empowerment. I bring that up because it kind of ties into community engagement. I think community engagement is huge when it comes to pediatrics, especially when you're dealing with children with a chronic illness or children who are having maybe a health care emergency. It's not just about the parents, it's about the aunts, the uncles, it's about friends, it's about these almost concentric circles of your community that radiate out from the nuclear family into every single person that could pitch in. So there's this immense opportunity of engaging the community as kind of these softer rings of care.
Bisi Williams 28:23
That's a perfect segue into, how can we prioritize mental health and wellbeing in pediatric care?
Aaron Horowitz 28:30
I think the first step to prioritization is quantifying the linkages between mental health and physical health. We've been making progress there for years and we're just starting to really elevate mental health and kind of our Zeitgeist as something that is immensely important to address. We've seen a number of papers, especially in pediatric cancer, where you can actually directly link mental health to the actual outcome of the chemotherapy, so we're starting to see that if we're able to improve the mental health, improve the quality of life of children, as they're going through these treatments, it feels rather maybe intuitive that we would then improve health outcomes. We're just starting to see that. I think what it comes down to is having innovative centers of excellence, set this as a North Star and say, this is the way that health care needs to be for our children. And then have everybody else start to get in line. I think it takes the trailblazers to put this out at the forefront to start collecting their own data. Because no matter how many PubMed articles we're going to see that say this is something that can be done, we need the people to show us that it's something that should be done to really rally everybody together.
Bisi Williams 30:02
I am so aligned with you. And I wanted to ask you, Aaron, how can mechatronics, technology and digital solutions be integrated into pediatric care?
Aaron Horowitz 30:15
I think that there are so many opportunities. For us, we use these interactive kinds of robots, companions, call them what you might for children, they're toys for healthcare professionals, they're tools. We use them to create these ways of having conversation. Ultimately, I think technology is best when the actual technology fades into the background. So when we think about designing these tools, this is a little bit of a side quest, or a tangent to your question, but I'll come back to all the different ways that it can be integrated. We think about using technology, not for the sake of technology. But in the case of these robots, we think about creating the largest surface area for projection. These are not tools that are artificially intelligent, they're actually relatively simple. But children project onto that. Our Aflac Duck doesn't talk to children at quacks. Our Purrble doesn't speak in a language at purrs. Why? Well, we want kids to say, Oh, well, my duck is telling me this. And healthcare professionals will ask children, how does your duck feel, and the duck might quack and the child will say the duck is actually really scared about getting chemo today. It's like, Oh, why is the duck scared about getting chemo? And so we don't use technology to understand and intuit what the child is feeling and then communicate that on a back end data portal to show healthcare providers the integrated insights. No, we're using it to just facilitate these deeper conversations and to get to a place where we're able to allow children to open up because talking to children is difficult. It's difficult to really understand what's going on in their heads and how they're feeling. So I think that there is an immense opportunity for technology. Our companions are one example. But technology that can really speak to children at their level and get them to engage in their health in a way that is intuitive for them. So one example that I love is Akili Labs. They're the makers of this digital therapeutic. It's a game for ADHD that has clinical outcomes of improving executive function and improving focus. But it's a game, it's amazing, it's a game that kids play, oh, my gosh, this is a great example of giving kids a piece of technology that is not in the language of adults. It's not something for adults that's altered for kids, it's something uniquely suited to them.
Bisi Williams 33:00
You know something that you said here uniquely suited to kids. I think that there's a whole redesign that needs to happen if you start thinking about the full ecosystem of our child development. A child is really from zero to 21, ostensibly. I mean, there's that full development. There are stage gates and I'm curious, I'll tell a story. My eldest daughter had a procedure and she is blessed with very long legs and a tall torso, so she's above average height. However, when she was at the hospital her head and her legs were hanging off the examination table. And that didn't exactly inspire trust or confidence in the procedure that was about to happen. And at the same time, you have these enormous imaging machines and these little tiny bubbles, so small, I just think could be, not fit for purpose for each stage. And if we are very serious about building a healthy, flourishing society, would we not then take these data points and as you talk about as the neural networks are growing in these children, and allow them to learn in the natural way that they do through play through observation, etc, to really kind of build a healthier empathic society that I would say, maybe it's a danger to the bottom line of the other companies, but you would see a huge reduction in the need for latter preventative medications or protocols. I mean, that's where my mind goes with this. Is that what you're thinking? Or am I off track?
Aaron Horowitz 35:05
No, absolutely, kids are not just little adults. And yet the way that we provide health care to children is often, not always, but often is treating them as little adults. And I think even looking at some aspects of pharmacological development where we're just saying, Okay, well, we're just adjusting the dose for kids. We're taking this drug for adults, we're figuring out and just decreasing that dosage. But I think that there's a little bit of the shift that you were highlighting with your daughter's legs hanging off the edge of the table. It's about personalized care at every step of the journey, maybe as you said, stage gates to these developmental milestones of childhood, to adolescence to teenager, continuing on upward. But really meeting people where they're at. Whether it's children, whether it's adolescence, and as they get older. I think we have this huge opportunity for personalized care, because perhaps the best way to treat children is both with that drug that is adjusted dosage for children. But perhaps it's also with other types of therapies, perhaps it's with mental health treatment that's provided alongside to help them better understand what's going on. What we look to often as the shining stars in health care are child life professionals. These are people in hospitals who are solely focused on the child's experience. If a child when they're getting an injection develops a coping plan with that child life specialist that says, I want to watch this specific YouTube video and I want the lights to be off. The child life specialist is the person that is in that patient's room every single time they're having a blood drawn with a laptop with that YouTube video loaded up, and with the lights turned off. The sad part is, this is not an insurance reimbursed profession within a hospital and it's donor funded at most hospitals. So it's limited to only those places that have that type of financial backing to make it possible. But the underlying therapy that they're providing is this aspect of personalized medicine that goes right along with treatments. At the start of this conversation, when I talked about health plus care that's what I'm talking about. It's the health, it's that medical treatment in the right dosage for the child plus care, plus all of the things around that treatment that create and help increase the effectiveness of the actual therapeutic.
Bisi Williams 37:40
Aaron I have to thank you so much for joining us today on Health2049. I am on fire with just inspiration and love for the work that you do. Thank you.
Aaron Horowitz 37:52
Thank you Bisi for creating this space and platform for me to share this because ultimately, it takes a village. These are massive changes that we're talking about and what gets me excited is hopefully igniting a spark in others to say, hey, pediatrics is something that we need to focus on because it's not going to be just one player. It's going back to collaboration. It's going to be so many people working together to make this vision possible.
