(Inc) — After five long years of innovation, research, and testing, David Dickinson, CEO of start-up Zeo, which is based in Newton, Massachusetts, was confident that the product his company introduced last year — a personal sleep monitor that gathers data from brain waves during sleep — was unlike anything on the market. But one more hurdle remained: getting others to notice. “We had to introduce the Personal Sleep Coach in a way that it was clear that it was a breakthrough innovation,” Dickinson says. “We asked ourselves, how do we get people talking about it with each other?”
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