איך כמעט מתנו: הפיבוט ל-AI שהציל את החברה שלנו!

Hello HubSpot Grow, I'm Tom. Thanks so Hello HubSpot Grow, I'm Tom. Thanks so much for coming to the session. It's much for coming to the session. It's much for coming to the session. It's going to be exciting. Everyone in this going to be exciting. Everyone in this going to be exciting. Everyone in this room sells something, probably. room sells something, probably. room sells something, probably. And you know, you try to get someone's And you know, you try to get someone's And you know, you try to get someone's attention, you earn their trust, and attention, you earn their trust, and attention, you earn their trust, and then we turn that into revenue. Now then we turn that into revenue. Now then we turn that into revenue. Now imagine, like me, your customer is an imagine, like me, your customer is an imagine, like me, your customer is an overworked doctor. They don't really overworked doctor. They don't really overworked doctor. They don't really take sales calls, they don't really take sales calls, they don't really take sales calls, they don't really respond to cold outreach, and they respond to cold outreach, and they respond to cold outreach, and they usually barely have time to eat lunch. usually barely have time to eat lunch. usually barely have time to eat lunch. And that was our market, that was the And that was our market, that was the And that was our market, that was the one we chose, where I'd worked, and we one we chose, where I'd worked, and we one we chose, where I'd worked, and we had no money to advertise, and we had to had no money to advertise, and we had to had no money to advertise, and we had to figure out how to get customers. figure out how to get customers. figure out how to get customers. And so, in that context, it kind of And so, in that context, it kind of And so, in that context, it kind of feels surreal to say that Heed is the feels surreal to say that Heed is the feels surreal to say that Heed is the fastest growing company in Blackbird's fastest growing company in Blackbird's fastest growing company in Blackbird's venture portfolio, probably one of the venture portfolio, probably one of the venture portfolio, probably one of the fastest in Australian history. It's kind fastest in Australian history. It's kind fastest in Australian history. It's kind of unbelievable just how many patient of unbelievable just how many patient of unbelievable just how many patient visits we're in every single week. So, visits we're in every single week. So, visits we're in every single week. So, more than 2 million, something like more more than 2 million, something like more more than 2 million, something like more than 100 countries, and we have staff in than 100 countries, and we have staff in than 100 countries, and we have staff in more than 10 countries now, more than 10 countries now, more than 10 countries now, and we recently crossed 50 million USD. and we recently crossed 50 million USD. and we recently crossed 50 million USD. We've managed to achieve all of this in We've managed to achieve all of this in We've managed to achieve all of this in about 2 years, um and I would love to about 2 years, um and I would love to about 2 years, um and I would love to tell you that this was, you know, my tell you that this was, you know, my tell you that this was, you know, my genius master plan, all coming together, genius master plan, all coming together, genius master plan, all coming together, everything worked perfectly, everything worked perfectly, everything worked perfectly, but I think the reality is it's actually but I think the reality is it's actually but I think the reality is it's actually a lot more complex than that. We a lot more complex than that. We a lot more complex than that. We actually flipped the traditional actually flipped the traditional actually flipped the traditional enterprise playbook, mostly because the enterprise playbook, mostly because the enterprise playbook, mostly because the old playbook of, you know, going old playbook of, you know, going old playbook of, you know, going top-down nearly killed the company. It top-down nearly killed the company. It top-down nearly killed the company. It was very close. But, to explain how we was very close. But, to explain how we was very close. But, to explain how we actually got here, I'm going to take you actually got here, I'm going to take you actually got here, I'm going to take you back to where this all started. So, this

back to where this all started. So, this back to where this all started. So, this is me, is me, is me, um um um in my scrubs. I was working as a in my scrubs. I was working as a in my scrubs. I was working as a vascular surgical registrar. I was in vascular surgical registrar. I was in vascular surgical registrar. I was in Melbourne, actually in the country when Melbourne, actually in the country when Melbourne, actually in the country when that photo was taken, and I got to see a that photo was taken, and I got to see a that photo was taken, and I got to see a front row seat to how the healthcare front row seat to how the healthcare front row seat to how the healthcare system was overwhelmed, overworked. I system was overwhelmed, overworked. I system was overwhelmed, overworked. I felt that as a clinician, and I also saw felt that as a clinician, and I also saw felt that as a clinician, and I also saw what could happen to patients. what could happen to patients. what could happen to patients. And I realized very quickly that And I realized very quickly that And I realized very quickly that healthcare is, you know, not exactly a healthcare is, you know, not exactly a healthcare is, you know, not exactly a perfect go-to-market laboratory. You perfect go-to-market laboratory. You perfect go-to-market laboratory. You know, you're trying to build something know, you're trying to build something know, you're trying to build something for very busy, highly educated, deeply for very busy, highly educated, deeply for very busy, highly educated, deeply skeptical, overloaded clinicians, and skeptical, overloaded clinicians, and skeptical, overloaded clinicians, and they are trying to get them to adopt they are trying to get them to adopt they are trying to get them to adopt something new in an already busy, something new in an already busy, something new in an already busy, frantic working day. And frantic working day. And frantic working day. And the only way you can get them to use the only way you can get them to use the only way you can get them to use something is if you've built something something is if you've built something something is if you've built something overwhelmingly valuable. overwhelmingly valuable. overwhelmingly valuable. And so, to give you an idea of what it's And so, to give you an idea of what it's And so, to give you an idea of what it's like, in surgery you would have 50 like, in surgery you would have 50 like, in surgery you would have 50 patients on your list, you'd have a patients on your list, you'd have a patients on your list, you'd have a theater waiting, maybe patients in the theater waiting, maybe patients in the theater waiting, maybe patients in the ED backing up, and if you're lucky you ED backing up, and if you're lucky you ED backing up, and if you're lucky you would have 5 minutes with each patient. would have 5 minutes with each patient. would have 5 minutes with each patient. And the patient outcomes, like what And the patient outcomes, like what And the patient outcomes, like what actually happened, was enormously actually happened, was enormously actually happened, was enormously dependent on me or whoever the doctor dependent on me or whoever the doctor dependent on me or whoever the doctor was in the room, whoever is at the was in the room, whoever is at the was in the room, whoever is at the wheel. Um, and it's a pretty wheel. Um, and it's a pretty wheel. Um, and it's a pretty confronting, taxing way to work. You're confronting, taxing way to work. You're confronting, taxing way to work. You're constantly on the front line, you are constantly on the front line, you are constantly on the front line, you are the capacity constraint, and I realized the capacity constraint, and I realized the capacity constraint, and I realized that this capacity problem wasn't that this capacity problem wasn't that this capacity problem wasn't exactly a spreadsheet problem, it was exactly a spreadsheet problem, it was exactly a spreadsheet problem, it was about human bandwidth, we could only do about human bandwidth, we could only do about human bandwidth, we could only do so much. And I didn't leave medicine so much. And I didn't leave medicine so much. And I didn't leave medicine because it was meaningless, I would have because it was meaningless, I would have because it was meaningless, I would have been, you know, perfectly adequate been, you know, perfectly adequate been, you know, perfectly adequate vascular surgeon, but uh, I could only vascular surgeon, but uh, I could only vascular surgeon, but uh, I could only ever see one patient at a time, and to ever see one patient at a time, and to ever see one patient at a time, and to me that wasn't enough. Like, I didn't me that wasn't enough. Like, I didn't me that wasn't enough. Like, I didn't want to be in a broken system, I wanted want to be in a broken system, I wanted want to be in a broken system, I wanted to try to fix it. And so, uh, I had to try to fix it. And so, uh, I had to try to fix it. And so, uh, I had luckily had some experience in tech luckily had some experience in tech luckily had some experience in tech before medicine, and so I was, you know, before medicine, and so I was, you know, before medicine, and so I was, you know, I thought that the only way to fix this I thought that the only way to fix this I thought that the only way to fix this at a big enough scale was through at a big enough scale was through at a big enough scale was through technology. So, I cold emailed, I think technology. So, I cold emailed, I think technology. So, I cold emailed, I think it was uh, Nick Crocker, one of the it was uh, Nick Crocker, one of the it was uh, Nick Crocker, one of the Blackbird partners, from at the time at Blackbird partners, from at the time at Blackbird partners, from at the time at the hospital, and I remember he took my the hospital, and I remember he took my the hospital, and I remember he took my email and then organized a big pitch, email and then organized a big pitch, email and then organized a big pitch, um, to like run and Robin Denholm and um, to like run and Robin Denholm and um, to like run and Robin Denholm and all the Blackbird IC, um, and I'd been all the Blackbird IC, um, and I'd been all the Blackbird IC, um, and I'd been on call overnight, and I couldn't get on call overnight, and I couldn't get on call overnight, and I couldn't get the day off, so I literally like snuck the day off, so I literally like snuck the day off, so I literally like snuck into a cafe in blood soaked scrubs cuz into a cafe in blood soaked scrubs cuz into a cafe in blood soaked scrubs cuz I'd been operating that night, um, to I'd been operating that night, um, to I'd been operating that night, um, to pitch the Blackbird IC. At the time we pitch the Blackbird IC. At the time we pitch the Blackbird IC. At the time we had like a toy product, didn't really do had like a toy product, didn't really do had like a toy product, didn't really do anything, it was a cool demo of what it anything, it was a cool demo of what it anything, it was a cool demo of what it could maybe do. I had a, you know, could maybe do. I had a, you know, could maybe do. I had a, you know, outrageous 5-year plan of how it would outrageous 5-year plan of how it would outrageous 5-year plan of how it would go up into the right, um, as all go up into the right, um, as all go up into the right, um, as all startups do, um, and not much else startups do, um, and not much else startups do, um, and not much else really. And I told them, and this part I really. And I told them, and this part I really. And I told them, and this part I was sure that every doctor and probably was sure that every doctor and probably was sure that every doctor and probably every patient would use AI in the end to every patient would use AI in the end to every patient would use AI in the end to do healthcare. Like, I wasn't exactly do healthcare. Like, I wasn't exactly do healthcare. Like, I wasn't exactly sure what to build, but but I believed sure what to build, but but I believed sure what to build, but but I believed in that AI care partner that we could in that AI care partner that we could in that AI care partner that we could build. And so, I think the thing that build. And so, I think the thing that build. And so, I think the thing that I've learned and the thing that you have I've learned and the thing that you have I've learned and the thing that you have to believe is that if you build to believe is that if you build to believe is that if you build something with real utility, like something with real utility, like something with real utility, like something's really useful, people will something's really useful, people will something's really useful, people will use it even if they're not officially use it even if they're not officially use it even if they're not officially allowed to use it. Cuz I used to do that allowed to use it. Cuz I used to do that allowed to use it. Cuz I used to do that at the hospital all the time. Like, if I at the hospital all the time. Like, if I at the hospital all the time. Like, if I thought something was good for my thought something was good for my thought something was good for my patients, I would just use it. Um, patients, I would just use it. Um, patients, I would just use it. Um, sometimes get in trouble, but, you know, sometimes get in trouble, but, you know, sometimes get in trouble, but, you know, I would use it. Um, and I think I would use it. Um, and I think I would use it. Um, and I think Blackbird believed in that, too. So, so Blackbird believed in that, too. So, so Blackbird believed in that, too. So, so that was why we we ultimately went down that was why we we ultimately went down that was why we we ultimately went down a product-led model, but the part of the

a product-led model, but the part of the a product-led model, but the part of the kind of founding story that um usually kind of founding story that um usually kind of founding story that um usually gets kind of skipped is what happened in gets kind of skipped is what happened in gets kind of skipped is what happened in the first few years where we got this the first few years where we got this the first few years where we got this entirely wrong. So, initially, we entirely wrong. So, initially, we entirely wrong. So, initially, we actually built this very complex actually built this very complex actually built this very complex AI-infused telehealth platform. This was AI-infused telehealth platform. This was AI-infused telehealth platform. This was during COVID, so you can imagine there during COVID, so you can imagine there during COVID, so you can imagine there was like a biggest market distortion um was like a biggest market distortion um was like a biggest market distortion um healthcare's probably ever seen, and we healthcare's probably ever seen, and we healthcare's probably ever seen, and we followed the traditional SaaS playbook. followed the traditional SaaS playbook. followed the traditional SaaS playbook. So, we sold it top-down. Um, I would go So, we sold it top-down. Um, I would go So, we sold it top-down. Um, I would go pitch a practice manager or a private pitch a practice manager or a private pitch a practice manager or a private equity firm and say, "Hadean can equity firm and say, "Hadean can equity firm and say, "Hadean can transform your business, you know, you transform your business, you know, you transform your business, you know, you should use it." And it it kind of should use it." And it it kind of should use it." And it it kind of worked. Like, we won lots of contracts, worked. Like, we won lots of contracts, worked. Like, we won lots of contracts, you know, popped the champagne, got you know, popped the champagne, got you know, popped the champagne, got excited, like the hypothetical revenue excited, like the hypothetical revenue excited, like the hypothetical revenue was going up. Um, and because we were was going up. Um, and because we were was going up. Um, and because we were selling to C-suite, we kind of ended up selling to C-suite, we kind of ended up selling to C-suite, we kind of ended up dictating our product towards what they dictating our product towards what they dictating our product towards what they asked us for because we were trying to asked us for because we were trying to asked us for because we were trying to win deals. That was what we were win deals. That was what we were win deals. That was what we were ultimately optimizing for. Inevitably, ultimately optimizing for. Inevitably, ultimately optimizing for. Inevitably, we built exactly what was required to we built exactly what was required to we built exactly what was required to sell to the buyer. We added compliance sell to the buyer. We added compliance sell to the buyer. We added compliance dashboards and reporting metrics and dashboards and reporting metrics and dashboards and reporting metrics and administrative gates and all these administrative gates and all these administrative gates and all these different things. And when we finally different things. And when we finally different things. And when we finally got to doctors, got to doctors, got to doctors, it wasn't really what they wanted. Um, it wasn't really what they wanted. Um, it wasn't really what they wanted. Um, you know, we were basically asking them you know, we were basically asking them you know, we were basically asking them to add about 14, 15 extra clicks to to add about 14, 15 extra clicks to to add about 14, 15 extra clicks to achieve some sort of like C-suite achieve some sort of like C-suite achieve some sort of like C-suite objective, and it was changing their objective, and it was changing their objective, and it was changing their entire workflow because this platform entire workflow because this platform entire workflow because this platform needed the patients, the practice needed the patients, the practice needed the patients, the practice managers, the receptionists, the doctors managers, the receptionists, the doctors managers, the receptionists, the doctors to change the way that they worked. And to change the way that they worked. And to change the way that they worked. And so, actually what happened was the so, actually what happened was the so, actually what happened was the doctors just hated it. They didn't use doctors just hated it. They didn't use doctors just hated it. They didn't use it, and we became shelfware. it, and we became shelfware. it, and we became shelfware. And so, by the end of 2023, And so, by the end of 2023, And so, by the end of 2023, you remember we we fundraised at the you remember we we fundraised at the you remember we we fundraised at the beginning of 2021, we were pretty much beginning of 2021, we were pretty much beginning of 2021, we were pretty much out of money. We just we hadn't landed out of money. We just we hadn't landed out of money. We just we hadn't landed the plane. the plane. the plane. Um so, it was tough, but I had to fire Um so, it was tough, but I had to fire Um so, it was tough, but I had to fire about 20 people who had you know taken a about 20 people who had you know taken a about 20 people who had you know taken a break in their careers, trusted me, break in their careers, trusted me, break in their careers, trusted me, believed my promises, and we had a tiny believed my promises, and we had a tiny believed my promises, and we had a tiny team left, and we had about 6 months of team left, and we had about 6 months of team left, and we had about 6 months of runway for this tiny team. Um and we had runway for this tiny team. Um and we had runway for this tiny team. Um and we had to kind of figure it out or just shut it to kind of figure it out or just shut it to kind of figure it out or just shut it down, and I'd go back to you know down, and I'd go back to you know down, and I'd go back to you know operating and writing notes. operating and writing notes. operating and writing notes. And so, what I learned was that when the And so, what I learned was that when the And so, what I learned was that when the buyer and the user are different people, buyer and the user are different people, buyer and the user are different people, you can win the sale, like you can say

you can win the sale, like you can say you can win the sale, like you can say the right things, you can convince the the right things, you can convince the the right things, you can convince the C-suite person like to you know sign the C-suite person like to you know sign the C-suite person like to you know sign the contract, but ultimately you will just contract, but ultimately you will just contract, but ultimately you will just lose once the product gets to the end lose once the product gets to the end lose once the product gets to the end users and they don't use it. And so, users and they don't use it. And so, users and they don't use it. And so, then what happened, as you may or may then what happened, as you may or may then what happened, as you may or may not remember, was ChatGPT launched. And not remember, was ChatGPT launched. And not remember, was ChatGPT launched. And to put it lightly, we were just entirely to put it lightly, we were just entirely to put it lightly, we were just entirely cooked because we had spent all our cooked because we had spent all our cooked because we had spent all our money and energy building our own money and energy building our own money and energy building our own machine learning models. Like I was a machine learning models. Like I was a machine learning models. Like I was a math major machine learning person math major machine learning person math major machine learning person before medicine. So, I thought that our before medicine. So, I thought that our before medicine. So, I thought that our company was building the models. And company was building the models. And company was building the models. And then I woke up one morning and GPT-4 is then I woke up one morning and GPT-4 is then I woke up one morning and GPT-4 is better at everything than what we had better at everything than what we had better at everything than what we had built. Like everything, you know. Um built. Like everything, you know. Um built. Like everything, you know. Um and so, and so, and so, everything we built was basically everything we built was basically everything we built was basically obsolete. And so, not only were we now obsolete. And so, not only were we now obsolete. And so, not only were we now pivoting, but we literally had to start pivoting, but we literally had to start pivoting, but we literally had to start again basically. It's like everything we again basically. It's like everything we again basically. It's like everything we built worthless. What what are we going built worthless. What what are we going built worthless. What what are we going to do? But, it did kind of create an to do? But, it did kind of create an to do? But, it did kind of create an opening for a new product. And the thing opening for a new product. And the thing opening for a new product. And the thing that we started to notice was all these that we started to notice was all these that we started to notice was all these doctors who'd been so wary of us, you doctors who'd been so wary of us, you doctors who'd been so wary of us, you know, I've never transcribed my patient. know, I've never transcribed my patient. know, I've never transcribed my patient. I would never use AI. They started I would never use AI. They started I would never use AI. They started asking us different questions. Like asking us different questions. Like asking us different questions. Like could I use AI to solve this problem? could I use AI to solve this problem? could I use AI to solve this problem? Some of the more very excited doctors Some of the more very excited doctors Some of the more very excited doctors would say, "Can AI run my whole would say, "Can AI run my whole would say, "Can AI run my whole practice? That would be the dream." And practice? That would be the dream." And practice? That would be the dream." And even more simply, can it write my notes? even more simply, can it write my notes? even more simply, can it write my notes? And so, we swallowed our pride and just

And so, we swallowed our pride and just And so, we swallowed our pride and just stripped everything back, like simple to stripped everything back, like simple to stripped everything back, like simple to be smart. Just do one job. Transcribe be smart. Just do one job. Transcribe be smart. Just do one job. Transcribe the visit, so like listen in the the visit, so like listen in the the visit, so like listen in the background, turn the the conversation background, turn the the conversation background, turn the the conversation into words, into words, into words, use NLM, not our own, just eat it and use NLM, not our own, just eat it and use NLM, not our own, just eat it and use the best available, write the use the best available, write the use the best available, write the clinical note, um and that's it. No clinical note, um and that's it. No clinical note, um and that's it. No grand platform story, no like changing grand platform story, no like changing grand platform story, no like changing the world. Let's just write the notes, the world. Let's just write the notes, the world. Let's just write the notes, create immediate value for the doctors, create immediate value for the doctors, create immediate value for the doctors, do the job that they want. But the do the job that they want. But the do the job that they want. But the problem was like how are we going to get problem was like how are we going to get problem was like how are we going to get people to use it? How do we get our new people to use it? How do we get our new people to use it? How do we get our new product into market? You know, this product into market? You know, this product into market? You know, this wasn't a unique insight. There were a wasn't a unique insight. There were a wasn't a unique insight. There were a lot of companies that had a similar lot of companies that had a similar lot of companies that had a similar idea. You probably all remember the idea. You probably all remember the idea. You probably all remember the litany of different note and litany of different note and litany of different note and transcribers that you've all seen. transcribers that you've all seen. transcribers that you've all seen. And this was probably the biggest, And this was probably the biggest, And this was probably the biggest, riskiest decision that we made in the riskiest decision that we made in the riskiest decision that we made in the whole company. We made it free. Now, all whole company. We made it free. Now, all whole company. We made it free. Now, all the CFOs in the room, hopefully not my the CFOs in the room, hopefully not my the CFOs in the room, hopefully not my CFO, Waleed, my co-founder, probably are CFO, Waleed, my co-founder, probably are CFO, Waleed, my co-founder, probably are having and had a heart attack. Waleed's having and had a heart attack. Waleed's having and had a heart attack. Waleed's still with us, you know. still with us, you know. still with us, you know. Um Um Um and he was basically he just couldn't, I and he was basically he just couldn't, I and he was basically he just couldn't, I guess, justify how such a compute-heavy guess, justify how such a compute-heavy guess, justify how such a compute-heavy task um could be made for free. Like how task um could be made for free. Like how task um could be made for free. Like how is this business going to work? He's is this business going to work? He's is this business going to work? He's just going to burn all the money and just going to burn all the money and just going to burn all the money and die. die. die. Um and it was terrifying, but it felt Um and it was terrifying, but it felt Um and it was terrifying, but it felt like we'd learned enough from how like we'd learned enough from how like we'd learned enough from how doctors use these tools that we thought doctors use these tools that we thought doctors use these tools that we thought it was the right decision. it was the right decision. it was the right decision. Um to give you an idea of how Um to give you an idea of how Um to give you an idea of how terrifying, it would cost us about a terrifying, it would cost us about a terrifying, it would cost us about a dollar to generate a note, give or take. dollar to generate a note, give or take. dollar to generate a note, give or take. So, some doctors would do about 30 So, some doctors would do about 30 So, some doctors would do about 30 visits a day. So, you know, we're pay we visits a day. So, you know, we're pay we visits a day. So, you know, we're pay we are paying $30 a day for a doctor to use are paying $30 a day for a doctor to use are paying $30 a day for a doctor to use Heidi with no revenue. Most people Heidi with no revenue. Most people Heidi with no revenue. Most people thought we were insane. thought we were insane. thought we were insane. Um but we didn't have any marketing

Um but we didn't have any marketing Um but we didn't have any marketing budget. We had no money on ads. We budget. We had no money on ads. We budget. We had no money on ads. We didn't go to conferences. We had no didn't go to conferences. We had no didn't go to conferences. We had no outbound SDRs, no sales team. It was outbound SDRs, no sales team. It was outbound SDRs, no sales team. It was just you know, 10 to 15 people, just us. just you know, 10 to 15 people, just us. just you know, 10 to 15 people, just us. And we realized early on after making it And we realized early on after making it And we realized early on after making it free that we didn't really need to buy free that we didn't really need to buy free that we didn't really need to buy ads. We needed to buy distribution. Like ads. We needed to buy distribution. Like ads. We needed to buy distribution. Like we had to find a way to get people using we had to find a way to get people using we had to find a way to get people using it. And we took inspiration from the it. And we took inspiration from the it. And we took inspiration from the Canvases, Notions, Figmas, all the Canvases, Notions, Figmas, all the Canvases, Notions, Figmas, all the products that we loved. Um and we products that we loved. Um and we products that we loved. Um and we decided to treat that compute cost or decided to treat that compute cost or decided to treat that compute cost or the server cost as our marketing budget. the server cost as our marketing budget. the server cost as our marketing budget. Like we're all in, there's no other Like we're all in, there's no other Like we're all in, there's no other option. If we're going to do this, I option. If we're going to do this, I option. If we're going to do this, I can't really afford anything except um can't really afford anything except um can't really afford anything except um paying for the servers. paying for the servers. paying for the servers. Um and we thought that $30 a day on the Um and we thought that $30 a day on the Um and we thought that $30 a day on the face of it maybe seems too much, but face of it maybe seems too much, but face of it maybe seems too much, but actually if you view this as a customer actually if you view this as a customer actually if you view this as a customer acquisition cost, maybe it's not that acquisition cost, maybe it's not that acquisition cost, maybe it's not that bad. Like we can find a way to reduce bad. Like we can find a way to reduce bad. Like we can find a way to reduce the cost and hopefully they will uh pat the cost and hopefully they will uh pat the cost and hopefully they will uh pat us on the back in some other way. us on the back in some other way. us on the back in some other way. And so we went from traditional And so we went from traditional And so we went from traditional enterprise, you know, 90% gross margins enterprise, you know, 90% gross margins enterprise, you know, 90% gross margins to consumer app overnight. We had to to consumer app overnight. We had to to consumer app overnight. We had to just remove every single piece of just remove every single piece of just remove every single piece of friction on the product. So we just had friction on the product. So we just had friction on the product. So we just had to make it super super super slick and to make it super super super slick and to make it super super super slick and easy and just deliver value. Like no easy and just deliver value. Like no easy and just deliver value. Like no credit cards, no sales call, no IT credit cards, no sales call, no IT credit cards, no sales call, no IT approvals, like just make it incredibly approvals, like just make it incredibly approvals, like just make it incredibly easy, sign up in seconds, kind of like easy, sign up in seconds, kind of like easy, sign up in seconds, kind of like hack them into experiencing the hack them into experiencing the hack them into experiencing the experience with a patient even though experience with a patient even though experience with a patient even though they didn't have a patient in front of they didn't have a patient in front of they didn't have a patient in front of them. Um and they just got the magic them. Um and they just got the magic them. Um and they just got the magic straight away. straight away. straight away. And so pretty much immediately actually,

And so pretty much immediately actually, And so pretty much immediately actually, this was like February 2024 by the time this was like February 2024 by the time this was like February 2024 by the time we went this direction, we just saw this we went this direction, we just saw this we went this direction, we just saw this immediate shift in behavior. immediate shift in behavior. immediate shift in behavior. You give a burnt out clinician like like You give a burnt out clinician like like You give a burnt out clinician like like me me me something that will save them an hour a something that will save them an hour a something that will save them an hour a day minimum, sometimes 2 hours a day or day minimum, sometimes 2 hours a day or day minimum, sometimes 2 hours a day or more, and they definitely don't keep it more, and they definitely don't keep it more, and they definitely don't keep it to themselves. Like they tell everyone. to themselves. Like they tell everyone. to themselves. Like they tell everyone. They tell the doctor in the next room, They tell the doctor in the next room, They tell the doctor in the next room, they tell all their patients, some of they tell all their patients, some of they tell all their patients, some of those patients are clinicians as well. those patients are clinicians as well. those patients are clinicians as well. And it creates this incredible viral And it creates this incredible viral And it creates this incredible viral loop. loop. loop. So we found that pretty much if one So we found that pretty much if one So we found that pretty much if one doctor did about seven sessions with the doctor did about seven sessions with the doctor did about seven sessions with the new version of Heidi, their retention new version of Heidi, their retention new version of Heidi, their retention was about 90% every week after that. So, was about 90% every week after that. So, was about 90% every week after that. So, they just like they were stuck. They they just like they were stuck. They they just like they were stuck. They would never stop using it. It became an would never stop using it. It became an would never stop using it. It became an indispensable part of their daily indispensable part of their daily indispensable part of their daily workflow. And that was when the workflow. And that was when the workflow. And that was when the commercial part of the business started commercial part of the business started commercial part of the business started to work. So, once you earn their trust, to work. So, once you earn their trust, to work. So, once you earn their trust, then usually in like week two after then usually in like week two after then usually in like week two after seeing the notes generate, the initial seeing the notes generate, the initial seeing the notes generate, the initial blush of how exciting it is wears off blush of how exciting it is wears off blush of how exciting it is wears off and they're like, "I really wish Heidi and they're like, "I really wish Heidi and they're like, "I really wish Heidi would write like this way. It's a bit would write like this way. It's a bit would write like this way. It's a bit annoying, isn't it?" And how writes this annoying, isn't it?" And how writes this annoying, isn't it?" And how writes this way? God, I'm then they just forget what way? God, I'm then they just forget what way? God, I'm then they just forget what it was like before. And we built product it was like before. And we built product it was like before. And we built product that they could pay for to customize that they could pay for to customize that they could pay for to customize Heidi in the way they liked, integrate Heidi in the way they liked, integrate Heidi in the way they liked, integrate their medical record, invite their their medical record, invite their their medical record, invite their colleagues, etc. etc. And that was what colleagues, etc. etc. And that was what colleagues, etc. etc. And that was what they would pay for. So, classic they would pay for. So, classic they would pay for. So, classic product-led growth strategy. The other product-led growth strategy. The other product-led growth strategy. The other key thing was all of the effort we made key thing was all of the effort we made key thing was all of the effort we made in reducing friction in the onboarding in reducing friction in the onboarding in reducing friction in the onboarding helped speed up the cycle. So, if helped speed up the cycle. So, if helped speed up the cycle. So, if someone told a colleague, they could someone told a colleague, they could someone told a colleague, they could also just sign up straight away. So, also just sign up straight away. So, also just sign up straight away. So, there was no nothing that would slow there was no nothing that would slow there was no nothing that would slow down the growth of the product because down the growth of the product because down the growth of the product because they could just sign up, start using it, they could just sign up, start using it, they could just sign up, start using it, and it grew from that. and it grew from that. and it grew from that. So, So, So, making it free in the end actually was making it free in the end actually was making it free in the end actually was the best way for us to generate leads the best way for us to generate leads the best way for us to generate leads for sales. It wasn't just about giving for sales. It wasn't just about giving for sales. It wasn't just about giving the product away for free. the product away for free. the product away for free. And

And And intentional or not, Australia was intentional or not, Australia was intentional or not, Australia was actually the absolute best place to do actually the absolute best place to do actually the absolute best place to do this in healthcare. Cuz in healthcare, this in healthcare. Cuz in healthcare, this in healthcare. Cuz in healthcare, this model never works. Like there's not this model never works. Like there's not this model never works. Like there's not a single pro- I think like maybe one a single pro- I think like maybe one a single pro- I think like maybe one company I can think of that has done company I can think of that has done company I can think of that has done product-led growth in a way that worked. product-led growth in a way that worked. product-led growth in a way that worked. And it was because Aussie GPs are And it was because Aussie GPs are And it was because Aussie GPs are usually independent subcontractors, so usually independent subcontractors, so usually independent subcontractors, so they actually do have a choice. They're they actually do have a choice. They're they actually do have a choice. They're not employed by huge health systems. So, not employed by huge health systems. So, not employed by huge health systems. So, they if they find something useful, sort they if they find something useful, sort they if they find something useful, sort of more or less, they can just buy it of more or less, they can just buy it of more or less, they can just buy it and use it. and use it. and use it. And so, our free tier was an incredible And so, our free tier was an incredible And so, our free tier was an incredible distribution strategy in Australia. It distribution strategy in Australia. It distribution strategy in Australia. It did work in Canada and the UK as well. did work in Canada and the UK as well. did work in Canada and the UK as well. And it matched the market super well. And it matched the market super well. And it matched the market super well. And basically, we also found that if the And basically, we also found that if the And basically, we also found that if the product is strong enough, product is strong enough, product is strong enough, the users will just fight for us. Like the users will just fight for us. Like the users will just fight for us. Like they will tear it into their enterprise. they will tear it into their enterprise. they will tear it into their enterprise. Um like we had people saying that they Um like we had people saying that they Um like we had people saying that they they wouldn't work if the hospital they wouldn't work if the hospital they wouldn't work if the hospital stopped them letting stopped them stopped them letting stopped them stopped them letting stopped them allowing them using Heidi. allowing them using Heidi. allowing them using Heidi. So, pretty powerful. So, pretty powerful. So, pretty powerful. So, we have many advocates, but Dr. So, we have many advocates, but Dr. So, we have many advocates, but Dr. Catherine Skellon's my favorite. Catherine Skellon's my favorite. Catherine Skellon's my favorite. Catherine's a developmental Catherine's a developmental Catherine's a developmental pediatrician. She works in Queensland. pediatrician. She works in Queensland. pediatrician. She works in Queensland. She started using Heidi for free. She started using Heidi for free. She started using Heidi for free. She was drowning in documentation, and She was drowning in documentation, and She was drowning in documentation, and in pediatrics it's especially hard in pediatrics it's especially hard in pediatrics it's especially hard because you can't write notes while because you can't write notes while because you can't write notes while you're engaging the kids. So, it's like you're engaging the kids. So, it's like you're engaging the kids. So, it's like this burden of work that would happen this burden of work that would happen this burden of work that would happen every night for her. every night for her. every night for her. And so, she can now actually look at the And so, she can now actually look at the And so, she can now actually look at the kids and the families and be a better kids and the families and be a better kids and the families and be a better doctor with Heidi doing the rest. And

doctor with Heidi doing the rest. And doctor with Heidi doing the rest. And she just loved it. She loved the she just loved it. She loved the she just loved it. She loved the product. And so, she loved it so much product. And so, she loved it so much product. And so, she loved it so much that she took it to the CEO of that she took it to the CEO of that she took it to the CEO of Children's Health Queensland, hospital Children's Health Queensland, hospital Children's Health Queensland, hospital where she works, and she she won an where she works, and she she won an where she works, and she she won an innovation grant completely off her own innovation grant completely off her own innovation grant completely off her own back. Like, we didn't even know she'd back. Like, we didn't even know she'd back. Like, we didn't even know she'd done this. And she spearheaded this the done this. And she spearheaded this the done this. And she spearheaded this the biggest digital AI scribe project in all biggest digital AI scribe project in all biggest digital AI scribe project in all of Australia at the time, of Australia at the time, of Australia at the time, across the entire hospital for all the across the entire hospital for all the across the entire hospital for all the specialists, all the allied health, all specialists, all the allied health, all specialists, all the allied health, all the nurses. And by the time we had a the nurses. And by the time we had a the nurses. And by the time we had a sales team, at the time it was just me, sales team, at the time it was just me, sales team, at the time it was just me, and today when our enterprise sales team and today when our enterprise sales team and today when our enterprise sales team engages hospital leadership, we're not engages hospital leadership, we're not engages hospital leadership, we're not really cold pitching anymore. We're just really cold pitching anymore. We're just really cold pitching anymore. We're just saying, "Hey, your insert clinician name saying, "Hey, your insert clinician name saying, "Hey, your insert clinician name already loves this. already loves this. already loves this. We've proven it works. Let's explain to We've proven it works. Let's explain to We've proven it works. Let's explain to you like what the benefit is for you you like what the benefit is for you you like what the benefit is for you because we know you don't pay the because we know you don't pay the because we know you don't pay the doctors for overtime anyway, so like doctors for overtime anyway, so like doctors for overtime anyway, so like what should you care about?" what should you care about?" what should you care about?" That would be billing, coding, other That would be billing, coding, other That would be billing, coding, other things. So, the value prop for the things. So, the value prop for the things. So, the value prop for the higher-ups still has to be there. Like, higher-ups still has to be there. Like, higher-ups still has to be there. Like, there has to be something, but it's not there has to be something, but it's not there has to be something, but it's not the same as what the doctors get. And we the same as what the doctors get. And we the same as what the doctors get. And we talk about enterprise compliance and how talk about enterprise compliance and how talk about enterprise compliance and how we roll it out and integrate in their we roll it out and integrate in their we roll it out and integrate in their systems and all the rest of it. systems and all the rest of it. systems and all the rest of it. And we have Catherines all around the And we have Catherines all around the And we have Catherines all around the world that help us build those world that help us build those world that help us build those relationships with enterprises in a way relationships with enterprises in a way relationships with enterprises in a way that we couldn't without that that we couldn't without that that we couldn't without that product-led motion. And so, the truth is product-led motion. And so, the truth is product-led motion. And so, the truth is that our best AEs, like our best account that our best AEs, like our best account that our best AEs, like our best account execs, execs, execs, will never ever be as persuasive as will never ever be as persuasive as will never ever be as persuasive as Catherine telling their CEO what to buy. Catherine telling their CEO what to buy. Catherine telling their CEO what to buy. And so, since we're at HubSpot

And so, since we're at HubSpot And so, since we're at HubSpot conference, Um, I can tell you that this conference, Um, I can tell you that this conference, Um, I can tell you that this entire motion relies heavily on our CRM. entire motion relies heavily on our CRM. entire motion relies heavily on our CRM. So, I think the shift was we realized So, I think the shift was we realized So, I think the shift was we realized that the CRM wasn't for spamming cold that the CRM wasn't for spamming cold that the CRM wasn't for spamming cold leads. It was a way for us to kind of leads. It was a way for us to kind of leads. It was a way for us to kind of listen to organic signals from the listen to organic signals from the listen to organic signals from the product. So, when a clinic or a hospital product. So, when a clinic or a hospital product. So, when a clinic or a hospital starts to light up, there's some organic starts to light up, there's some organic starts to light up, there's some organic usage, we see an account start bubbling usage, we see an account start bubbling usage, we see an account start bubbling up, up, up, we can use that data to tell exactly we can use that data to tell exactly we can use that data to tell exactly when our team should step in, like when our team should step in, like when our team should step in, like when's the right moment, who are the when's the right moment, who are the when's the right moment, who are the right key opinion leaders that seem to right key opinion leaders that seem to right key opinion leaders that seem to be using this, you know, the prof of be using this, you know, the prof of be using this, you know, the prof of cardiology just signed up, let's let's cardiology just signed up, let's let's cardiology just signed up, let's let's send them an email. And it's a send them an email. And it's a send them an email. And it's a completely different approach to normal completely different approach to normal completely different approach to normal enterprise sales. enterprise sales. enterprise sales. And so, this is the power of a And so, this is the power of a And so, this is the power of a bottoms-up motion. Um, when you own the bottoms-up motion. Um, when you own the bottoms-up motion. Um, when you own the hearts and minds, like really they love hearts and minds, like really they love hearts and minds, like really they love your product, the end users, the rest of your product, the end users, the rest of your product, the end users, the rest of the market just sort of bends to your the market just sort of bends to your the market just sort of bends to your will. Now,

will. Now, will. Now, um, um, um, our product-led growth motion came off our product-led growth motion came off our product-led growth motion came off the back of our Scribe, but for us, the back of our Scribe, but for us, the back of our Scribe, but for us, saving a doctor an hour or two or just saving a doctor an hour or two or just saving a doctor an hour or two or just writing their notes was just the writing their notes was just the writing their notes was just the beginning. Our goal was always to build beginning. Our goal was always to build beginning. Our goal was always to build an AI care partner, a more complete AI an AI care partner, a more complete AI an AI care partner, a more complete AI that would go across the whole AI care that would go across the whole AI care that would go across the whole AI care journey, um, both patient, doctor, journey, um, both patient, doctor, journey, um, both patient, doctor, everything in between. And and can we everything in between. And and can we everything in between. And and can we absorb the entire friction of practicing absorb the entire friction of practicing absorb the entire friction of practicing amazing health care? So, here's how it amazing health care? So, here's how it amazing health care? So, here's how it works. This is what clinical life kind works. This is what clinical life kind works. This is what clinical life kind of looks like. So, if your doctor isn't of looks like. So, if your doctor isn't of looks like. So, if your doctor isn't using Heidi, she usually would arrive using Heidi, she usually would arrive using Heidi, she usually would arrive at, say, 7:00 a.m., spend maybe a half at, say, 7:00 a.m., spend maybe a half at, say, 7:00 a.m., spend maybe a half an hour, an hour reading all the results an hour, an hour reading all the results an hour, an hour reading all the results that came through, marking off letters, that came through, marking off letters, that came through, marking off letters, sending off tasks that doesn't have to sending off tasks that doesn't have to sending off tasks that doesn't have to be done before the day starts, and then be done before the day starts, and then be done before the day starts, and then seeing about 25 patients back to back to seeing about 25 patients back to back to seeing about 25 patients back to back to back, and then maybe kept up during the back, and then maybe kept up during the back, and then maybe kept up during the day, but usually didn't. So, there's day, but usually didn't. So, there's day, but usually didn't. So, there's about 2 hours of work waiting at the end about 2 hours of work waiting at the end about 2 hours of work waiting at the end of the day. You try to do that as fast of the day. You try to do that as fast of the day. You try to do that as fast as you can, get home for dinner, and as you can, get home for dinner, and as you can, get home for dinner, and then you usually end up leaving at about then you usually end up leaving at about then you usually end up leaving at about 7:00, and you're exhausted. You get home 7:00, and you're exhausted. You get home 7:00, and you're exhausted. You get home at 8:00 o'clock. And so, if your doctor at 8:00 o'clock. And so, if your doctor at 8:00 o'clock. And so, if your doctor is using Heidi, what our promise is is is using Heidi, what our promise is is is using Heidi, what our promise is is that Heidi can actually already handle a that Heidi can actually already handle a that Heidi can actually already handle a A of the routine communication around A of the routine communication around A of the routine communication around the visit before the clinic even opens. the visit before the clinic even opens. the visit before the clinic even opens. 24/7, you can call Heidi anytime. When 24/7, you can call Heidi anytime. When 24/7, you can call Heidi anytime. When she walks into the room, she's wearing a she walks into the room, she's wearing a she walks into the room, she's wearing a Heidi remote, 21 g, lightweight, Heidi remote, 21 g, lightweight, Heidi remote, 21 g, lightweight, captures all the high-fidelity audio. captures all the high-fidelity audio. captures all the high-fidelity audio. She doesn't even need to remember to She doesn't even need to remember to She doesn't even need to remember to sign in. She just presses the button and sign in. She just presses the button and sign in. She just presses the button and she's immediately transcribing. she's immediately transcribing. she's immediately transcribing. Um Um Um and it looks like nothing, but it's a and it looks like nothing, but it's a and it looks like nothing, but it's a little device uh and gives the doctors little device uh and gives the doctors little device uh and gives the doctors their lives back. And she starts talking their lives back. And she starts talking their lives back. And she starts talking to you. You've come to see her. She's to you. You've come to see her. She's to you. You've come to see her. She's doing her visits. Scribe in the doing her visits. Scribe in the doing her visits. Scribe in the background is automatically creating the background is automatically creating the background is automatically creating the best note. Maybe you mention some rare best note. Maybe you mention some rare best note. Maybe you mention some rare symptom or it triggers a memory of like symptom or it triggers a memory of like symptom or it triggers a memory of like something that may be going on that she something that may be going on that she something that may be going on that she can't quite remember. If she had the can't quite remember. If she had the can't quite remember. If she had the time, she could definitely look up all time, she could definitely look up all time, she could definitely look up all the research and the evidence, but she the research and the evidence, but she the research and the evidence, but she doesn't have the time. So, Evidence doesn't have the time. So, Evidence doesn't have the time. So, Evidence pulls the latest credible medical pulls the latest credible medical pulls the latest credible medical research in seconds, right there in the research in seconds, right there in the research in seconds, right there in the room in the background, and your room in the background, and your room in the background, and your doctor's still looking you in the eye, doctor's still looking you in the eye, doctor's still looking you in the eye, actually talks to you, gets the actually talks to you, gets the actually talks to you, gets the management investigation right, and goes management investigation right, and goes management investigation right, and goes home at 5:00 p.m. cuz she did the notes home at 5:00 p.m. cuz she did the notes home at 5:00 p.m. cuz she did the notes the whole way through as she went. the whole way through as she went. the whole way through as she went. I think ultimately there's one final

I think ultimately there's one final I think ultimately there's one final reason why our PLG playbook worked, and reason why our PLG playbook worked, and reason why our PLG playbook worked, and it's relevant to everyone here who's it's relevant to everyone here who's it's relevant to everyone here who's working in a company or building a working in a company or building a working in a company or building a company. Um I think people often talk company. Um I think people often talk company. Um I think people often talk about building in in Australia is a about building in in Australia is a about building in in Australia is a disadvantage, but for us the constraint disadvantage, but for us the constraint disadvantage, but for us the constraint of being here was actually a real of being here was actually a real of being here was actually a real superpower for us because Australia's superpower for us because Australia's superpower for us because Australia's small uh than some other markets. So, we small uh than some other markets. So, we small uh than some other markets. So, we could actually be really close to our could actually be really close to our could actually be really close to our users. And because Australia's never big users. And because Australia's never big users. And because Australia's never big enough to hide in as a company, enough to hide in as a company, enough to hide in as a company, especially venture-backed company, especially venture-backed company, especially venture-backed company, we were forced to think about how we we were forced to think about how we we were forced to think about how we would go globally, like how would we would go globally, like how would we would go globally, like how would we make this work um overseas. Uh we didn't make this work um overseas. Uh we didn't make this work um overseas. Uh we didn't pick countries from a spreadsheet or do pick countries from a spreadsheet or do pick countries from a spreadsheet or do desktop research. We just followed where desktop research. We just followed where desktop research. We just followed where our users were. our users were. our users were. And we basically just look for places And we basically just look for places And we basically just look for places where we already had Catherines. We where we already had Catherines. We where we already had Catherines. We already had believers, people begging us already had believers, people begging us already had believers, people begging us and asking us to come come to where they and asking us to come come to where they and asking us to come come to where they were. were. were. So, we sent in regional GMs, people from So, we sent in regional GMs, people from So, we sent in regional GMs, people from the initial team. We spun up legal and the initial team. We spun up legal and the initial team. We spun up legal and compliance and local processing and compliance and local processing and compliance and local processing and everything we needed to do. everything we needed to do. everything we needed to do. And basically layered on top B2B sales And basically layered on top B2B sales And basically layered on top B2B sales in these markets where demand was in these markets where demand was in these markets where demand was already kind of starting to catch fire. already kind of starting to catch fire. already kind of starting to catch fire. And so, I think being in Australia And so, I think being in Australia And so, I think being in Australia demands demands demands clarity. You know, you have to be clarity. You know, you have to be clarity. You know, you have to be focused. You cannot focused. You cannot focused. You cannot raise as much money as your competitors. raise as much money as your competitors. raise as much money as your competitors. You have to build a better thing. You You have to build a better thing. You You have to build a better thing. You have to like it's kind of like David and have to like it's kind of like David and have to like it's kind of like David and Goliath. Um whereas we're perpetually Goliath. Um whereas we're perpetually Goliath. Um whereas we're perpetually David, but just like with better weapons David, but just like with better weapons David, but just like with better weapons or something. And you need to be or something. And you need to be or something. And you need to be ambitious. Like you need to make a ambitious. Like you need to make a ambitious. Like you need to make a product that can work in the initial product that can work in the initial product that can work in the initial innings here um with these demanding innings here um with these demanding innings here um with these demanding users. You get direct feedback and then users. You get direct feedback and then users. You get direct feedback and then you take it to the world. And so, I I you take it to the world. And so, I I you take it to the world. And so, I I want to I want to leave you with three want to I want to leave you with three want to I want to leave you with three things today. Um things today. Um things today. Um the first one is and this is the most the first one is and this is the most the first one is and this is the most important lesson, the thing that nearly important lesson, the thing that nearly important lesson, the thing that nearly killed Heidi, don't confuse the buyer killed Heidi, don't confuse the buyer killed Heidi, don't confuse the buyer with the user. with the user. with the user. And especially, I know it's nice to make And especially, I know it's nice to make And especially, I know it's nice to make quota, but like it sucks when that quota, but like it sucks when that quota, but like it sucks when that churns and the the business you're churns and the the business you're churns and the the business you're working for shuts down. So, make sure working for shuts down. So, make sure working for shuts down. So, make sure that you're you're nailing both. Like that you're you're nailing both. Like that you're you're nailing both. Like the product has to work for the user and the product has to work for the user and the product has to work for the user and sure the buyer needs to be happy, but sure the buyer needs to be happy, but sure the buyer needs to be happy, but you have to get both right. More than you have to get both right. More than you have to get both right. More than ever with AI, the conventional wisdom of ever with AI, the conventional wisdom of ever with AI, the conventional wisdom of doing top-down sales doesn't really doing top-down sales doesn't really doing top-down sales doesn't really apply because AI more than anyone is a apply because AI more than anyone is a apply because AI more than anyone is a very personal thing. As you all probably very personal thing. As you all probably very personal thing. As you all probably experienced, how do you actually get experienced, how do you actually get experienced, how do you actually get adoption and usage of these tools? The adoption and usage of these tools? The adoption and usage of these tools? The products have to be incredible. products have to be incredible. products have to be incredible. The second thing is using constraint as The second thing is using constraint as The second thing is using constraint as an advantage. It doesn't just have to be an advantage. It doesn't just have to be an advantage. It doesn't just have to be Australia. It could be any constraint Australia. It could be any constraint Australia. It could be any constraint that you have because it forces you to that you have because it forces you to that you have because it forces you to make trade-offs and make more incisive make trade-offs and make more incisive make trade-offs and make more incisive strategic bets, which I think help strategic bets, which I think help strategic bets, which I think help clarify what you're doing. Like what are clarify what you're doing. Like what are clarify what you're doing. Like what are you focused on? You get faster feedback. you focused on? You get faster feedback. you focused on? You get faster feedback. You focus on the users that are working You focus on the users that are working You focus on the users that are working rather than things that aren't working rather than things that aren't working rather than things that aren't working or something like you know, contract or something like you know, contract or something like you know, contract signed or some other surrogate metric signed or some other surrogate metric signed or some other surrogate metric that's not the real thing. And then you that's not the real thing. And then you that's not the real thing. And then you innovate constantly to try to escape innovate constantly to try to escape innovate constantly to try to escape your constraint. And the third thing, your constraint. And the third thing, your constraint. And the third thing, go-to-market strategy has to be in go-to-market strategy has to be in go-to-market strategy has to be in service of some mission or something.

service of some mission or something. service of some mission or something. Like for us, yes, PLG is nice. It's it's Like for us, yes, PLG is nice. It's it's Like for us, yes, PLG is nice. It's it's really cool that we got this to work. Um really cool that we got this to work. Um really cool that we got this to work. Um it's differentiated in healthcare in a it's differentiated in healthcare in a it's differentiated in healthcare in a cool way, but it's because of the cool way, but it's because of the cool way, but it's because of the mission that we always set out to do. mission that we always set out to do. mission that we always set out to do. Like why I stopped my surgical training. Like why I stopped my surgical training. Like why I stopped my surgical training. So, product-led So, product-led So, product-led is not our mission, um bottom bottom up is not our mission, um bottom bottom up is not our mission, um bottom bottom up adoption is not our mission. Um the adoption is not our mission. Um the adoption is not our mission. Um the mission is building an AI care partner mission is building an AI care partner mission is building an AI care partner that can actually solve the healthcare that can actually solve the healthcare that can actually solve the healthcare capacity problem. I can still see it in capacity problem. I can still see it in capacity problem. I can still see it in my mind like in 5, 10 years, we will all my mind like in 5, 10 years, we will all my mind like in 5, 10 years, we will all be able to get some form of ambulatory be able to get some form of ambulatory be able to get some form of ambulatory well medicine from something like Heidi. well medicine from something like Heidi. well medicine from something like Heidi. And then when hits the fan and And then when hits the fan and And then when hits the fan and you're really sick and you need to be in you're really sick and you need to be in you're really sick and you need to be in a bed or you broke your leg or whatever, a bed or you broke your leg or whatever, a bed or you broke your leg or whatever, you go see a doctor who's also using you go see a doctor who's also using you go see a doctor who's also using Heidi. And so that's why we call it a Heidi. And so that's why we call it a Heidi. And so that's why we call it a care partner. It's a partner in your care partner. It's a partner in your care partner. It's a partner in your journey and your doctor's journey. It's journey and your doctor's journey. It's journey and your doctor's journey. It's not trying to steal patients away. It's not trying to steal patients away. It's not trying to steal patients away. It's not trying to change the way doctors not trying to change the way doctors not trying to change the way doctors practice. It's just extending their practice. It's just extending their practice. It's just extending their reach and increasing their capacity. reach and increasing their capacity. reach and increasing their capacity. And we can do this at a global scale. And we can do this at a global scale. And we can do this at a global scale. So, we can do this for individual So, we can do this for individual So, we can do this for individual doctors, allied health, nurses, physios, doctors, allied health, nurses, physios, doctors, allied health, nurses, physios, but also for whole health systems that but also for whole health systems that but also for whole health systems that we now service. Um everything else like we now service. Um everything else like we now service. Um everything else like the tactics, the how uh for us is just the tactics, the how uh for us is just the tactics, the how uh for us is just kind of plumbing of how to get to the kind of plumbing of how to get to the kind of plumbing of how to get to the patient basically. If that resonates patient basically. If that resonates patient basically. If that resonates with you, everyone in the room, uh we with you, everyone in the room, uh we with you, everyone in the room, uh we are hiring. Uh are hiring. Uh are hiring. Uh please join us. Um especially if you please join us. Um especially if you please join us. Um especially if you know your way around a HubSpot pipeline. know your way around a HubSpot pipeline. know your way around a HubSpot pipeline. Um Um Um and we don't need to wait for anyone and we don't need to wait for anyone and we don't need to wait for anyone else. Like we are building the future of else. Like we are building the future of else. Like we are building the future of healthcare for Australians and the healthcare for Australians and the healthcare for Australians and the world. I think we're going to be the world. I think we're going to be the world. I think we're going to be the most important healthcare AI business in most important healthcare AI business in most important healthcare AI business in the whole world. Um and we have the the whole world. Um and we have the the whole world. Um and we have the talent in Australia to do it. And when talent in Australia to do it. And when talent in Australia to do it. And when you go back to work tomorrow, remember you go back to work tomorrow, remember you go back to work tomorrow, remember that the real question is not who signs that the real question is not who signs that the real question is not who signs the contract. The real question is who the contract. The real question is who the contract. The real question is who loves your product like so much that loves your product like so much that loves your product like so much that they would fight to keep it. they would fight to keep it. they would fight to keep it. You've got to try and find those users. You've got to try and find those users. You've got to try and find those users. Thank you so much.