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Back when I was just getting started in consulting, one of my first long-term gigs was with Philips Healthcare.  I worked with them on a number of projects – most memorable was managing marketing for the launch of their HeartStart Home Defibrillator.  This was the first at-home defibrillator – it was designed so a person with no medical training or knowledge of the device could successfully use it resuscitate a loved one.  10+ years later that still seems like a crazy idea to me.