This is a story of transformation, of a company set on transforming healthcare and research that focused on uncompromising intimacy to deliver transformational insight. 23andMe is a personal DNA service that costs just $99. The company is set on empowering individuals to make better health decisions & building a DNA database to accelerate scientific discoveries & improve global health. However most people are still unaware of the service & DNA testing is rich in misperceptions and concerns. This presentation shares the journey to discover who is most likely to be drawn to this service and the clear, compelling consumer proposition that helped 23andMe take its business to the next level.