In this episode of the Women in Medtech Podcast, hosted by Colleen Patterson alongside Barbara Strain and Abby Norfleet, we delve into the book "The Heart of Innovation: A Field Guide for Navigating Authentic Demand." The discussion centers on medtech innovation and the concept of authentic demand, exemplified by products that naturally integrate into daily life. Despite the absence of co-host Stephanie, the team explores the challenges and nuances of identifying true market needs versus superficial wants. The episode underscores the importance of understanding customers' genuine requirements and transforming innovative ideas into indispensable solutions.