Right now Humaginarium is listing, vetting, and scheduling stakeholder interviews in the ramp-up to our I-Corps Summer Cohort. At least 100 interviews that we’ll conduct and analyze from mid July until late August. Who are the people we’re going to meet, and why do they deserve all that bandwidth?
First the why. Stakeholders are a clue train. Some are interested in the causes and consequences of health illiteracy, and want to see it reduced. Some are interested in the social impact of digital art, and want to make it pervasive. Some are interested in emergent learning technology, and want to make it engaging and far-reaching. Thus our stakeholders cut across big industries: life science, health care, entertainment, education. Each is a sparkling light on a dark horizon, guiding us to safe harbor for our market.
Now the who. We’re listing scientists, clinicians and other health care workers, health organizations, participants in the health care supply chain, patient advocates and patients themselves (like the young woman who inspires this startup). We’re listing consumers of video games, software engineers and tool vendors, digital artists, storytellers, media producers, cloud vendors, and professional associations in the entertainment industry. Plus we’re listing a variety of marketers, educators, and regular folks who consume online information. Together these stakeholders make up a vast popular culture that surrounds, involves, and strongly influences our customers.
This who is a big chunk of the adult population. In one sense that’s encouraging, because it suggests we have a lot of stakeholders and a huge market opportunity. In another it’s discouraging and distracting because our who is way too large. It makes us look like Atlas holding up the world: an image that’s impossible to fathom commercially.
To escape this conundrum, we’re following the example of favorite artists by putting on blinders. After all, Rembrandt didn’t paint every burgher in the Netherlands to get at his truth; he painted just a few. Shakespeare didn’t tell the story of every British monarch to get at his truth; he dramatized just a few.
We will likewise get at our truth by interviewing around 100 stakeholders. They will become our lens on problems, needs, and solutions that define a new market for health literacy. This lens will help us decide where to begin building Humaginarium, precisely what to build first, how to deploy and scale, and ultimately why ours is a mission that must not fail. For the benefit of investors of course; and also for the benefit of millions of consumers across the United States and maybe beyond.