Technology is versatile and a good solution can help solve problems in a wide range of industries, but what happens when the existing solutions don’t work for all use cases? How do you position a solution as having wide appeal when it is designed with specific uses cases in mind? Looking at healthcare, typical security solutions that work for most technology might not work for medical devices. A device like a cardiac monitor can’t afford an update that pauses its function while in use by a patient. Using the medical device industry as an example, this talk will explore the value of designing existing technology that can be perceived as niche and going against the overwhelming convention.