Think about your customers' needs from the start
When he was a researcher at Cambridge University, Dr Sina Habibi came across a test for visual recognition and reaction times. Young people did better on this than the elderly.
From this, he created a new computer app which enables doctors to test for early signs of senile dementia, or Alzheimer’s disease.
For the past five years, his challenge has been selling his app to the world's medical community.