Ash Donaldson & Simon Tobias - Putting people at the heart of a service transformation which drives scale and lasting value.

Design can be a powerful tool for traditionally conservative spaces like Mergers and Acquisitions. This is a story about how we took a strategic design approach to bring together three very different companies and align them on a shared, people centred value proposition and practice to own an emergent health category. It's also a story about the power of design, thinking and doing, and its ability to transform organisations and drive authentic experiences and valuable outcomes for customers, staff and investors.

Transcript

1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a UX A a a 2020 - #UXA2020 Da 4 F da , 28 A g 2020 Ca i ed b : Ke ie C ke
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 69 SIMON TOBIAS: Tha k f gi i g he age da . I'm Sim a d i h A h e'll ell ab a e ad e e i a a d heal h. I ' he f de ig a d a h l g a d h i ca be a lied m e le a ec . S de ig ca be a e f l l ce ai l if adi i all i e c e a i e ace , like me ge a d ac i i i . Thi i a ab h e k a a egic de ig a ach b i g ge he h ee e diffe e c m a ie a d alig ed hem a ha ed, e le ce ed al e i i a d ac ice he ca a d eme ge heal h ca eg i he US. I ' al a ab he e f de ig , hi ki g a d d i g a d i abili a f m ga i a i a d d i e a he ic e e ie ce a d al able c me f clie , aff a d i e . S f i all a ed - f me i all a ed e Sa da m i g e m ch hi ime la ea i A g he I ecei ed a h e call f m Ame ica, ela i g i h m c ffee. I e i ed he i i c i e ge b ce a a ge mbe f m e ea . I'm glad I did beca e he ice he he e d a familia , e I had ' hea d f a hile. She aid, "Sim , i ' J , d emembe me, I eed hel f a ma ke i g i i a m l ibilli d lla i d . Ca a e eek? A d ha d k ab a ?" I m ca e i a e li le. La ime I ke J a he he a ki g a B a Heal h. The j b gh De al C . B a a ed fi d ha a e ce i al de al e e ie ce l ked like he c ld cale hi m e b adl . We c d c ed c me e ea ch a ell a i cli ic e ea ch, i e ie i g a d b e i g a ie , i ci al , de i . We e e able c dif be ac ice, di illi g hi i e e ie ced i ci le a d
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 70 c l e c ld ha e be k ledge a d ac ice ac he g . Sh l af e hi e gageme , J a headh ed b a VC fi m, N ma b Ca i al, he c m a ha b gh a d ld De al C B a. S he ha e a eall i e e i g m del a d e'll le Ch i , he i ci al he e, ell ab hi . I ca ' hea he d. Ca hea he d, A h? ASH DONALDSON: I c ld. SIMON TOBIAS: Thei la e e e a d mi a e a fa -g i g e imma e ec , la e a em al. The ide ified a la ge i i N h Ame ica. 30% f Ame ica ha e a lea e a , hich i h ge. S he ai ed he ca i al a d b gh a c lli g i e e i h ee f he la ge a d babl he be ega ded c m a ie i h a c mbi ed f i f 24 cli ic ac he US. S he a daci la a me ge he e cli ic , defi e a d alig be ac ice a d cale a idl 200 cli ic a d all i hi a ea . N J , ec g i ed ha he c ld c ea e a m e al e ffe i g a d ed ce he i k a cia ed i h ch a id g h b a i g i h he e f e ea ch a d de ig ha e'd d e ge he back a B a. S achie e he ambi i g al, TRP k e ha he eeded de a d he d mai be e ha a b d el e. Wh al k e he ga i a i , he - e c e me a ec d. S , j ech ical i e . A d agai . She de d ha be cce f l - I'm ha i g challe ge he e i h m ech. S , g . A fe di a e he e. She de d ha be cce f l he eeded a a e ha
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 71 c ld - I j l all m lide a d e e hi g - he eeded a a e ha c ld c ec i h he c l e ha de i he a em al i d , a i la e a d me eed f clie , a d b ild dee em a h be ee he b i e akeh lde , he i e , a d he clie h f e feel a hamed a k f hel . Wha a i c edible challe ge. We c ld ' belie e l ck. I'll ha d e A h. ASH DONALDSON: Ye , f k be cce f l, ee he ligh f da , i a ' g i g be j ab de a di g he clie . Thi e f k ha k back m da f h ma fac . S i a e de ig m de a d he ec em a d ha ' he eed , c ai , ca abili ie f e e e a d e e hi g i hi he em, j he clie . I ' al im a e ha de ig a e em he c e i ' j ab hi i i ime. Y al eed de a d he e i came f m, he hi , a d he e i ' likel g h gh c l al e d a d eme gi g ech l gie . S e did a b ch f de k e ea ch a hi , c l e a d ech l g , hi g like e d i heal h k, a d la e ech l g a d e e a ha i e me k . The e ma ed a e ea ch a ach c e all hi . The cli ic defi ed he c e f e. The h ee c m a ie ha e e e eaki g ab , he had diffe e a ache a d a ge ma ke a d l ca ed hem el e acc di gl . I i ible i k a e f hem. The e e ima il c -l ca ed i h de ma l gi c me ic ge a d he e e i e e i e b b . Tha mea he had le ace k i a d had ha e ece i a d ai i g m i h d c . E a e Cli ic ili ed i e i c mme cial cla B b ildi g , he e ee al g high a i Ame ica. The ace a chea a d le if l
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 72 a d all he cli ic had he ame la , fi i g a d f i hi g . The Fi e a he la c m a . The e e l ca ed i a mi f e i g f m a dal e e ail he ee high i e i Ma ha a . Each f hei cli ic a e emel diffe e b he e e all dec a ed i h he e f a a d f i hi g ha migh feel a h me i a a di . A d ha a he a ie f c e ha e e e ki g i h. SIMON TOBIAS: Pe ha m i e e i gl a d im a l , e k e hi a g i g be all ab he e le i he ec em. S e lea ickl h gh di c i i h J ha be cce f l e'd ha e e e e'd c ide a c m le a d ildl a i g ibal c e . I l e hi h . E e e l k ified, ha e e , I hi k ill ag ee. Thi Wa he e e fi all la ded af e i e a l g j e f alig me a d hi i he e' e g i g ell ab da , i ab j hi , hi j e . S like a g d elle , I ill a b i d ci g me f he cha ac e . S fi l he e e e he Melb e-ba ed VC , N ma b Ca i al i h e e ie ce i me ge -ba ed ac i i i a d heal hca e. S he ' e e abli hed a cce f l e a i g m del. O ce he g f ded c m a ie , he b ild ca abili . I hi ca e, he 'd e TRP a a e e e a d la ded hei eam i he e a em a mea e ge he e e a d i g bef e ha di g i e he e leade hi eam. S A h, Belle a d I had ked di ec l i h J bef e b Ch i a d Ma k e e da i g fig e , a lea i m mi d. The e e e cce f l, e e g h I h gh ld be e c e a i e a d e i a a de ig me h d . S hi c ld ' ha e e ded bei g f he f m he h da e f he jec , I ed , f e h hai c i A i , a d i m be
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 73 hi a d hi h e , fi d m elf he m e d e ed k i he m. The N ma b eam a e g ded a d ea each e e i h he ame le el f a i a d c mmi me ha e d i h jec e gageme . S e had a e e hi a g i g be f . ASH DONALDSON: Ne e e he f de f he h ee c m a ie ha TRP ac i ed. Each had a eall diffe e e f f di g a d leade hi le. I i ible I k a b a g i h a MBA f m MIT. He a ed i be he ca i al f a em al. R le e e egme ed, m l i le le el f ma ageme a d la ge e d ma ke i g. He a aimi g f he eal hie e d f he ma ke . E a e Cli ic a b a h ba d a d ife eam, he did ' eall a a he McD ald' f a em al. The b gh a la e , lea ed he e a d c a l efi ed hei ffe i g f efficie c , ce he g i ha ee i he a ed e lica i g hei e a i a he g e hei cli ic . The e g e e aimi g ima il a cce m m . A d The Fi e a b a ama i g ma . She a ed be he h le f d f a em al. C mi g f m he ki ca e i d , he a he i i hi adjace ace. She i e ed i a high-e d la e a d a he e a i g e he e li ed he famil hel . N he e e le f ged g ie i he a i d a d he had l f clie ha e e afici ad f he a . S all he e h ee f de , he 'd c ea ed me hi g cce f l f m c a ch a d de a dabl he h gh ha he had ma f he a e . Ye all f hei c m a ie had eached a la ea f g h he k e me hi g c ld be im ed he e. The he e' he a i . Ta c l e ha a l g, ich hi . Ma b a d -
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 74 STEVE BATY: Slide , A h. Y ' e behi d i h lide . ASH DONALDSON: I eem be fi d he e. Yeah, i ' a e i la g , he e a i . Bef e e e i he field, e all lea ed ab he hi f he a . The c l al e d a d c cle i ' g e h gh a i e l ed f m c del ba ed i e f a age he high-e d a f da . N ge a he e i h he a i , i a de c ibed had be f he i d . O ide e e f e ega ded a a k . S e elied hea il The Fi e make a m i d c i . Thi all ed Sim , Belle a d I eak e l i h high-e d a i a d di ma age i Ne Y k. N , me f a - me f eam a e ac all a ed a ell he e e a e fec fi a e c i ed he e ea ch i he field. Of c e, e al had he aff f he e c m a ie a d hei c l e c ide . I i ible I k e a a ed le . The had la e f ma ageme f m cli ic a ea egi . M f hei cli ic l had e c l a a d e la e ech icia . S if ei he c ld ' make i i , he cli ic had cl e il me e e ed. The aff e e al i la ed f m each he beca e I i ible I k a he m ge g a hicall ead f all he c m a ie a d m f he aff had e e e e i i ed a he cli ic. C m le el i e ha a E a e . The c mbi ed he le f ale a d ea me a d aff ld a e hei le h gh he da . All aff al k e each he a he bec me a e aff, ha e ki g i e ie i m l i le cli ic . I ' ac all he aff ha a e i e ie i g e aff. A d he ai i m e cli ic a d e e all ' e c cled h gh all he cli ic bef e e d i he e ac all k i .
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 75 The al did a i g hif i h h ee e le a cli ic d i g fi e-da a i . Thi all ed f a ick e , h lida c e i g aff c ld ea il i ch be ee cli ic a ell beca e all he cli ic e e e i he ame a . The e dedica ed f lk e e eall d call hem el e E a e , a d beca e he all k e each he f m da d he had cl e ie . The Fi e a a g ea ma ia chal c e. The c m a g e ga icall a d had c i e c i le b i a l el . S me e le did b h ale a d ea me , he did j e le. The famil , he ac ed a a leade hi la e b f a el he e e e clea li e f e ibili acc abili . Thi g j ha e ed a d he g d e. The c l e a e emel cl e-k i a he aff e e ac all c ide ed e e ded famil a d he al a celeb a ed hei cce ge he . The he e e he clie . S each f he c m a ie e e a a e ha he e e l e i g a a f a m ch bigge e ial ma ke . Each had a a ic la e f clie ha he k e ell b he e e kee a i he adjace ma ke a d a hi g ha a k . N , ha e eali e ha la e a em al i a l g a d ai f l ce . I ' b e fl ki e . S e le ha e be highl m i a ed g h gh i . A d h e m i a i a ge f m e e d, bei g f i i ic ea , hei ide i i cha ged a d hei a l ge eflec h he ed be hei a e ha ma ed i he a a d he a em e a a he hi k i bad make a f me hi g be e . O he he e d i ca be f i i ic ea , i g a e age f life eigh he al e f hei a , he he a e ca ee , ela i hi bec mi g a a e . O he he ea a a e f l e, ha hei a e e a a ai f l emi de f me hi g ha ha ha e ed hem, he he ha be a ab i e ela i hi , a ga g affilia i e e hi g like bei g b a ded f e afficki g
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 76 STEVE BATY: S f , ge i g he igh eam ge he a e e ial hi jec . I a clea f m he a hi a g i g be a ad i f e ic i . A e me f me b e e b d like li e f a i ca e f eek e d. Beca e f he di e i f he akeh lde i l ed, e al k e ha be cce f l i h he e h g a hic e ea ch, e a ed c d c , e eeded di e i i eam a ell. S e' e l ck a T bia e ha e hi al ead a d e a ac e le i h a i a d e ilie ce i b dle . A h a d Li lea a he i . S he e a a e e e g i g mi hi ce i a life ime i ei he . We had a g d mi f e i , mid eigh a d j i i l ed, 20 me hi g 50 me hi g . We had ge de di e i a d me f he ge c e e e had i k f hei . S Da i a ic la ha a a i f a a . S all f hi hel ed c ec ac he akeh lde ec m a d ickl b ild i he field. S he fi a g d ha e l Li f a e e ded e i d a d he e d f he e i d, ac all , he J el le he f a m h k f A i . S A h a d Belle g he ge g eed i h e ea ch ech i e i he field a d a ed h gh he e i d f he e ea ch e e he ha e . M le a mai l c ec i h he VC , he f di g a e a d he i e a d c ec hem me h d , he e ea ch i igh a d he i ie e'd c e ed. I'd e e had m e f a a l f he e di c i ha e ed la e a igh , i f mall , l g af e he f mal ac i i ie f he da had e ded. The i e , a he c i ical c m e hi . F i ' e al ge cl e he i e he backe f he f e i e
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 77 la ge jec ha e ake . S e ha e figh ge mea i gf l ime i h e i akeh lde a d c a e A alia e e i g e me . S i hi ca e, h gh, i a clea f m he a ha e'd ha e la a eall big le i ma agi g c mm ica i be ee he VC a d he la ge i e h e e affec i a el i d ced a he B di billi ai e . S he e g e e a i e h made hei f e ea l h gh ech e e he e e highl e able b e a al ical hi ke . S he ' e a g ea check a d bala ce f diggi g dee i he e ea ch fi di g e e i alidi a d em e a a m i . S hi a al a d e i he m e ec f l, I ha e a , a d e gagi g ma e , m e f e ha i a cial c e hich made i feel m e like a i ellec al e c e ha a b i e e e a d e l ed i , b h A h a d I a d he e f he eam. ASH DONALDSON: S ha a all he c g i he machi e f hi ec em ha e had c me de a d. The c e f he cli ic , he VC , he c m a f de , a a i , aff, eam a d he i e . Of c e, e had ma a e ea ch la a d he ge de a . S f he clie e ea ch, e j ed e ice m ac he c h ld 90 mi e i e ie i h he e f clie he h ee c m a ie e e al ead e i g a ell a a e i h a a ha fell ide hei mal dem g a hic a d ch g a hic. We la ed he e e i i A i he e a a e a c l al m, Ka a e Ci he e he ' e f ed a d Ne Y k Ci . We did a li de a d hei m i a i a d he hel ed ma hei j e f m e e a i g a a a i g i em ed. We al had hem alk h gh h he ld fi d a a em al e ice. O he he ide f he c i e had d c e al e ea ch i
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 78 cli ic . We e e eeki g high a d l - e f mi g cli ic ac he c f m each f he h ee c m a ie a d i e iga i g he a ie f c e he e i ed i . O la i cli ic a b e e b h cli ical a d e a i al ac ice, c d c i e ie i h aff a d e f m clie i e ce he e ible. We did ae ial eilla ce i h he d e c e a d ime i m i ma i g e ece i , c l a d ea me . Al g he a , e ga he ed le f ke che , ide , a di , h a d a efac f a al i back h me. Tha a he e ea ch e la ed d . B i ie came al g he a . We e e c a l e la i g a d e ched li g ada hi g ha e lea a he jec g e ed. Whil e e e e ea chi g he ea c a , e ac all iced ha he e a f i i he e c a a d ma e a i e ici g he a ea. S e i ched hi g a d made la d clie e ea chi g i LA a ell de a d m e k clie . Al d i g he jec , TRP e ded ac i i g a f h c m a i T , Ca ada. S he e g he cha ce, e ed he e de a d h he e a ed a d ee if i a adicall diffe e f m he h ee ha e e al ead he e. We al f d he i ag al g i h he m bile cli ic. Thi a a a ha e a d e iced a ea ide he me ci ie . N , hi ga e a i igh l i a m bile e a i , b al he im a ce f he ela i hi f ged i h a i i he e a ea a d a i igh i h he e ice ac all eall hel ed hem. While e e e i Phill , e e e d i g me cli ic e ea ch, e ac all c ha h a d made a de beca e e hea d f a c e i i Wild d ea Je e . We g g he e a d ha g , cha a i a d clie a d b e e h hi g e . A d ha '
12. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 79 a im a i . Y h ld e e le a lid e ea ch la ge i he a f i ic m me . The m bile cli ic a d c e i e e e diffe e e ec i e ha e c ld e e ha e gai ed b icki g igidl a la . Taki g a a h l g a ach i ab fle i g ca e e ie ce m e ca be e de a d a d a ecia e a c l e. I ' e e ab h ma e le eak , i ' al a ab he de h a d h m ch ca lea . N , a T bia , e f al e i e i hi g d e i h a e e f la . N , ha ' im a f ma ea . A a f m bei g able e j k beca e f e i ' i e i e i e, i ' al ab bei g able ela a d imme e elf, f mi g la i g ela i hi i h h e ' e de ig i g i h a d f . We did hi i ma a , b a i g i h c -l ca i g i h he leade hi i hei ffice i A i , I k i ' all diffe e i h COVID e ic i b a he ime i a im a f e d ime a d k i he e hel b ild i h hem. A d ca ' e em ha i e he al e f ha i g a meal a d d i k af e h . Pe le cha ge he he ' e ha i g g d f d. The hed hei k ba ie , le d hei g a d a d c ec a h ma le el. N ha kf ll , he e' le f g d ba bec e i Te a , a k ba i Ne Y k a d Chi e e a ell, a d l b e i B . S e made e ha e made h e m me ha e he e. We al g ha g ge he he ad, f gi g g ela i hi i h eam a ell a f mi g e e i h he e le e me . A I aid, i a l g h , e had be able k h e each he ' fee . S i a a im a i . Af e h , e al headed i h aff a d e did he e f hi g ha he e j . A d I'm ill kicki g m elf ha e mi ed eei g
13. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 80 Da he he e e i g. A e i , e e e e e i i ed a c m a e ee b he Fi e . N hi a g i g be glam i g a he f de ' lake h e a d he imi g a c m le el e ible. I did ' c i cide i h e ea ch ched le, i fac i c flic ed i ma a b hi a a eall im a i a d , f c e, e eb ked fligh a d e ched led a d i beca e i a a g lde i i hich e g k l he aff f e c m a eall ell, b al he VC a d i e bai e he e e al c mi g al g. S a e e i e became a f e e eam e i e ac ed i h. We h g , e i ched i , e c led, g ided a d ad i ed. S d i g e ea ch ha e, e e e i he field e a 13- eek e i d d i g e ea ch ac 12 ci ie ha c e ed 38 c me de , 177 clie e i e , 50 aff i e ie , 36 akeh lde e gageme , 13 a a i i e ie a d c le di c i e f d a d d i k i hall a , e e e me age . We lea m ch al g he a . B ha ' he i f e ea ch if d ' d me hi g ab i ? SIMON TOBIAS: The i igh ac i f i all ab c ec i g deci i -make a d e ec e a d im leme e i igh . S d i e em a h a d i i e c me b hi i j ab akeh lde k h a egic i i i a i ad ma i g e e ci e a he e d f he jec . I ' m e a al g a i g a m eme . I ' ab de ig i g he cha ge i elf. S hi eed a , if bef e, b i he e fi alig me e i i h akeh lde a d ca ie h gh e e hi g e d f m dail e ea ch la back ha A h me i ed, c de ig e i , ce he im leme a i ad ma had bee ag eed a d e e ded - h ld
14. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 81 e e d, a d did, a e b iefi g , a d al h gh he de ig ce . A ca imagi e, e'd acc m la ed ma e f high- ali da a h gh he ce A h ha laid . We'd a al ed, he i ed a d ide ified i c edibl al able i ie imi e he e ice b e k e ha i h a fe able e ce i , da a i , lack i e e gage, b ild c mm i , a d d i e m eme hich a e ece a deli e he cha ge. The e al e f e ea ch i eall l l cked if e' e able a la e hi i igh i ac i . S e dialled he i al c mm ica i a d elli g kill , a ell a facili a ed k h . I c m le ga i a i e eed bake i i he ce . C ec i g i h e le a a he hea f hi jec e k e ha be cce f l he e e had li e, a A h aid, c e al e. D i g e i hi g i h ha e e f la a d e eeded b ild i e e ac i i e k he clie . S igh f m he a , e e ab c ea i g a c l e f cce , e e abli hed a h e i al le ea l i h he hel f he de f l Ale Che , e e ha he clie , eam , a a allie a d a h ea . Thi mi i a eme i a e am le a d a e e f l a c ea e a e e f e. S me ic l la i g g e i de ig i g effec i e cha ge a d hi i cl de de ig i g e a d e e e e c ea i e c lli i a d hi ki g i he e . S f he TRP e e, he jec eam e e li ac clie ' HQ i A i , a d al S d e ffice. S e eeded ha e a g a d e gagi g e e ce a d alig ed i each f h e lace . A c i ical i e e e ki g 24/7 ac he ime e e eeded a e c ed a ach ma age he jec ace
15. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 82 ha e c ea ed, . S a he a f c ea i g hi c l e f cha ge a e'd lace h ge em ha i i al elli g. S he e e e he ad i he S a e , la e la ea e e abli hed a h hm f la i g back fi di g a he e d f each da f field e ea ch, ma e he e e e e e'd fi d a a . The li h i he deck ha Da , Belle a d Li ge he hel ed d a i he ke e le h gh he e ea ch ac i i ie . S i became a m - ee e e each da . I c ec ed hem ickl he eme gi g i igh a d l ima el e a ed hem a d g hem b a d f ha a c me. We ed h g a h , g a h a d e ba im c ea e c ec i a d ed ce c g i i e l ad he akeh lde c ld ickl a c m le i f ma i , i igh a d c ec em i all i h eed . S all f he e hi g came ge he i a f ll da e ea ch la back k h he e e h ed he VC , he i e , he f de , he f ac ice a d he aff i he i igh . We f ll ed hi i h f e , e f ll da f facili a ed k h he e e a e ed he i ie he able, c c ea ed a im leme a i ad ma , e c de ig ed c i ical cli ical a d e a i al c l a d e e defi ed he b a d f da i f he e b i e . B he e d f he k h i A i , e g hi i . We'd achie ed g al. We had ha e le, e had alig me , hich a de f l. B I a e i d a bi a c i ical fac i hi cce . The fac ha e'd bee able b i g e le al g hi challe gi g j e . S me ge a e c m lica ed, e e i ec e' e ee he challe ge f i e diffe e c l e b m i g , b m i g head .
16. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 83 A d hi a e ce i . S he f de f he iche b i e e , had e abli hed g c l e ba ed a i a d e. A d hi me ge e e e ed a e big challe ge he e ide i ie . S e had fi d a c ec , hea a d de a d he e eal fea f aff h e e c ce ed ab e e hi g f m hei j b ec i l f i h hei clie , e e e ial c flic i h hei ide i ie . S ma f he ela i hi i a a d a em al ld a e e emel e al. S he idea f bec mi g meh c a i ed c ea ed e i . The b i e e e e cce f l b i e e i hei igh b il f m he g d . S hi e e ld challe ge he a he a hei b i e e a d e e hei ide i ie . A h alked ab he i f mal i e ac i , la e- igh ba e i , di e i Chi a , i a i he e e c ld e l e ba ie a e le. The e e e ma i el im a . B me ge he e c l e f dl e eeded m e f mal a ache . Whil he eam a he ad, Belle a d I i he backg d i h J , de i ed a d i e c ec i be ee he h ee e diffe e c l e i he e l f med a e hi . S hi c lmi a ed i a i i a i c me Ma ha a , f all lace , facili a e a k h hich b gh ge he he c m a ie . S he aim a c ea e a afe a d c ea i e c e hich ga e he aff a d he leade hi hi k ab he ibili ie f m i g f m a e mall c m a j i i g f ce i h lea i g f m each he bec me a i d leade . We ed a -i i ed ill a i . The k h e e a fa a ic cce . Feedback a e emel i i e a d he hel ed e abli h a m ch dee e c ec i be ee he h ee b a d a d i e ca e f he fi ime. S i la i g back he i igh f m he cli ic e ea ch a d k h ac i i ie la e , e le e aged efe e ce f m c l e c ea e c ec i ac he
17. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 84 e l f med a e hi , e e i g each c m a c ld d mi a e hi ma ke . O e f he f dame al fi di g ha h e a de i e hei diffe e ce , all h ee c m a ie ha ed he ie ha e le e e hei a e . The e e he hea a d ec e f hei cce . ASH DONALDSON: D i g he ge ge he k h , e di c e ed ha he c mm e ha all aff had a j hel e le lea e he a h behi d hem a d a a e cha e f hei li e . I m i a ed hem d he be he c ld e e da beca e he ac all a ha hi eal im ac he had e le' li e a d me al a e a he em ed he a . N , a he ime The Fi e had a f ee g am f e -c . I a a bi ha ha a d, a e ed a i di id al ba i a d d e he e e he had he ca aci . B he ie ha came e e me hi g ha The Fi e aff e e d f. While e e e d i g he e k h , The Fi e e e ac all i he media f hel i g a ma called Te e ce Le i em e hi i a . N he'd bee i ca ce a ed f 21 ea b a f d be gf ll c ic ed. S aff f m all h ee c m a ie a hi i he media a d he e e j e ci ed ee he im ac ha he c ld ha e. We immedia el ec mme ded ha he f mali e hi g am l gi e back cie , b hel e ai he aff he ha e a d m e im a l , a ac he igh ki d f aff be able cale i he ambi i a ha he a ed . N , I'd a g e ha he j b f a la e ech icia ac all e i e m e em a h a d em i al ha he kill f e a i g a la e . S da , he i k g am ha bee f mali ed a I k I i ia i e hich i a ge e, gi e e m del. E e e h a f i , he
18. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 85 c m a i idi g a f ee em al e ice a d ha ' f e le h ha e bee i ca ce a ed, i f h ma afficki g d me ic ab e, e le i h ha e a he a em e. Pe le h a e b a ded a ga g membe , ha e a hei ha d , eck a d face ha a e h ldi g hem back f m g e i g i h hei life. S I ill j h he la ch ide f hi . (Vide la ) (N a di ) SIMON TOBIAS: OK, he jec c mm ica i , i igh a d ec mme da i e e ell ecei ed ha e e e a ked TRP i h he e ec i f hei a eg . S a i g i h he de ig a d he de el me f a l e ide ce-ba ed b a d. S e ide ified mali i g a em al a h a d i g he b a d k h i A i a d e d e e ea ch alig al e , e, a d di il e e hi g d , b ili g i d i a b a d e e ce, em e me . The ce f bec mi g ge a d m e c fide , e eciall i c lli g e' life a d claimi g e' igh . S hi a a fa a ic b a d f da i b ild a d e a e e l ck ha e B ad a d Da i S d e i h Belle. A I me i ed bef e, Li , A h a d I b iefed he eam a d e a a 24/7 c cle. S e b iefed hem a he e d f each da , he e e able alk back i he m he e m i g i h bea if ll c af ed, b a ded a efac . We e led a ame a d b il a b a d. E e i ha f ge c ec i be ee clie , em l ee a d he b ade a ec em. We de el ed b a d a d al e ha di ec l ma ed he e ea ch i igh a d a he ic e e i hich lace e le a he e hea . N hi b a d i bei g lled ac N h Ame ica. The h e le, a I me i ed bef e e c ea ed c mm ica e e ea ch i igh e e effec i e ha eleme f hi ha e bee ca ied
19. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 86 all he a h gh he fi al b a d e ec i hich I fi d i c edibl e ci i g. I eak he a he ici f he fi di g a d he ce . He e' e f he e b i g ha life ha e c ea ed f he la ch f he b a d a c le f m h back. We e i i he ma ke i g a eg b i gi g i life i he a i delibe a el bl ed he li e be ee clie a d aff. S he a eg e ed m l i le e . I eeded e abli h b a d a a e e a d g dema d am g e ial clie f m diffe e ma ke egme a d eeded ec i a k f ce f a i a e, em a he ic a em al eciali . S d hi e ed a ma ke i g a ach ha f c ed he ie ld b he aff, ma i g hei li ed e e ie ce c me a che e . We al e gaged hel e a i ali e he a eg . We e h ee f m h de ig i g a d e ec i g a b ad a ge f i i ia i e a i g e e hi g f m he b il e i me h gh ce a d c l defi i i , de el i g e a i al a d CX la b k . We defi ed he digi al a eg , hich i cl ded a eb i e ha ld mee he eed f he b i e b a e i g he c i ical e i ai ed i e ea ch. We al e ded c ea i g a b a d e f ice a d le g ide a ell a c e f cial a a e e cam aig . A h, ell a li le bi m e ab he b il e i me . ASH DONALDSON: S e ea ch ide ified he be e f e i a dal e e ail a d l ca ed i middle cla b b , lace c ide ed ei he b jee ca , medicali ed a . We c ea ed la ge , c mbi ed c l ea me m i h le f m b h e a e he la e a d dedica ed ace f cli ical h g a h . S a da d e e e f he e m be m efficie f la e e a i a d al c mf able f he clie . Na al ligh a ealed ff
20. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 87 a a d, he ack, ack, ack f he la e e a i ca i d ce me a ie , m ch like he d f a d ill a a de i . The m em e a e a c lled f b h imal la e e a i a d clie c mf . We al i f med he a he b a d h ld be a lied ig age a d fi . We g ided he de ig f he e i me de a d ha e e e ld feel afe, c mf able, a d acce ed i hi ace, he he he ' e ea i g P ada c del d a face a . A he im a a ec a ge i g he aff i l ed i defi i g hei e a f ki g. T ge he e ide ified a d de el ed a e f e a i al a d cli ical c l ha ld l lif all e a i he ame le el b be d all he la e a em al e a i a d a egicall e hem a ahead f he game a d e iall b eak i e a ea . Sim le hi g like de el i g c l ge c i e , high- ali cli ical h f a a e e ea me , beca e he e l ide g d e ide ce ha he ca h hei eb i e f h ell i k i he f m f bef e a d af e h , b he ai ed i h la e e i g a d clie life le da a, i ide ich cli ical da a e hel hem c i l im e hei efficac . Efficie cie a d c i e c e e c c ea ed i e e hi g, f m he c l ce a ache ea me a d af e ca e. SIMON TOBIAS: The he c l e e ma ched i h he c me e e ie ce g ideli e a d e ice bl e i e e a c i e be ac ice e e ie ce ac all f he i e . ASH DONALDSON: H ef ll he l me ill k f hi . (Vide la - a di )
21. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 88 ASH DONALDSON: We'll ha e i la e . Ba icall J a j alki g ab h e e e able b i g he e ge he a d he a ama ed he did ' e ec fi e age h f g ideli e b e e ded i h 153 age f g ideli e ha he e a hei Bible e a d hei e a i . Thi a a me ge a d ac i i i f a fi h ee a d he f c m a ie . B dee l imme i g el e i h all f he diffe e c l e a la , i g e le a he hea , e e e able gai a d d i e a he ic e e ie ce a d al able c me f clie , aff a d i e . SIMON TOBIAS: S he a ed i h he 24 cli ic , he ' e , de i e COVID, he ' e 36 a d a e ack, beca e i ' he US, cale 200 l ca i ac N h Ame ica. S c m e i ca c me a he e ea hem he ' e e hi ca eg . Thi i he e f h ma -ce ed de ig e e he a lied me ge ac i i i a d la . We e e h i g lea e i h a l el fi al e e i f h he a e. I ' a l el ide he c ea ed i h e, hich ell - ASH DONALDSON: D i i ile ce. SIMON TOBIAS: The ee hem el e a d alk ab hem el e a he a em al e le. I ' g i g be a bi ei d i ile ce, A h, ma be h ld i g. We'll e d a fe li k a d la e . Tha k e m ch, e e e. I ' bee a i ilege be able ha e hi e e ie ce i h . I h e i i i e . The e ki d f clie a e he e, fe a d fa be ee b g ea he he c me al g.