At Ambient Devices, I became increasingly interested in motivating behavioral changes with what Richard Thaler called “Nudges.” Novartis approached us to collaborate with Yves Behar to design a magical pill box to increase adherence to their blockbuster hypertension drug. They hoped to solve the problem that doctors were prescribing it, but people would only take it 50% of the time, resulting in poorer health, unnecessary hospitalizations, and the loss of hundreds of millions in revenue for this one drug in Europe alone. We learned that in America insurance companies lose $300B due to people not taking medications they are prescribed. I founded a new company, Vitality, to focus on this issue. The GlowCap is the first internet-connected medication package that has been proven in a randomized clinical control trial to increase adherence to over 90%. The GlowCap is distributed by Express Scripts, CVS and Walgreens specialty pharmacy for diabetes, transplant, HIV, and more. The company was sold to biotech maven Patrick Soon-Shiong.