Create a go-to-market story for a new startup, Myndful.
Myndful sells genetic testing kits that indicate the prevalence of the APOE gene, a genetic predisposition to developing more severe symptoms following a concussion. The company was targeting parents of children participating in contact sports.
Myndful’s focus on sports-related concussions ignored the fact that many concussions occur off of the playing field, unnecessarily limiting the brand’s potential reach.
We discovered two key pieces of information:
The APOE gene has also been linked to an increased risk of developing Alzheimer’s disease.
Parents of children in contact sports were more concerned with the long-term effects a concussion might have on a child’s memory and personality.
Understanding a common link between concussion symptoms and Alzheimer’s disease--the mind--we repositioned Myndful as the champion of one’s mind identity. By reframing Myndful’s as an authority on the APOE gene, we allowed the company room to grow beyond sports concussions alone.