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Introducing the Lost Adoption Playbook

About

We’ve been in the seat you’re in.

STU HEILSBERG

Strategy, Productization, Commercialization

BIO

Co-Founder, Notenda. Former SVP at WuXi NextCODE and Syapse. Led the $450M TurboTax P&L at Intuit for 20M+ users. Launched validated businesses at Qualcomm in wireless health and mobile commerce — 5 patents. MIT (Engineering) · Kellogg (MBA). Author: The Answers Are Outside The Building. Co-Founder & Chief Growth Officer, Genome Unveiled.

KIRK BROTE

Product Design, Research, and Innovation

BIO

Co-Founder, Notenda. Sr. Director of Product Experience at Genuity Science (WuXi NextCODE) — analysis tools he designed contributed to molecular diagnoses in 15,000+ pediatric rare disease cases across the US and China. VP Product Management at Syapse. Speaker: Pistoia Alliance UX for Life Science, Syapse Precision Medicine Council (US and Asia). Co-Founder & CEO, Genome Unveiled. UNH · McNair Scholar.

EDWARD FARMER

Strategic Communications, Commercial Strategy, Fundraising

BIO

Partner, Notenda (US & EU). CCO at deCODE genetics for 11 years through IPO and Nasdaq — the world’s first personal genome scan and polygenic risk scores. EVP at WuXi NextCODE (>$400M raised). Strategic communications for Genomics England (NHS national genomics rollout) and Owkin (AI diagnostics in cancer). Cambridge PhD · Columbia BA. Former journalist: The Economist, FT, BBC, NBC. Based in Reykjavík, Iceland.

WE’VE BEEN YOU

WE ARE MORE THAN CONSULTANTS

As former operating executives at precision medicine and digital health companies, we’ve faced the same commercialization challenges you’re trying to solve — not as advisors watching from the outside, but as the people who had to answer to the board, ship the product, and close the deal. That’s the experience Notenda brings to every engagement.

VALIDATED FRAMEWORK

The driving force behind our work.  Feel free to download a copy of the validated and proprietary frameworks that guide our work.

THOUGHT PARTNERS

We are strategic thought partners for our clients, leveraging our industry experience and relationships to set you up for action and success – on your own or with us as a fractional team until you build your own. Let us know when we can help.

Contact Us

we start outside the building

Grounded in more than 2,000 exploratory interviews — over 1,400 hours of structured research with clinicians, scientists, patients, payers, and consumers. Every engagement adds new interviews specific to your context. Our team shapes and validates every insight before it becomes a recommendation.

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