If you're old enough to remember an era before cellphones, you're also old enough to remember the reaction of people judging its first adopters. Someone on a cellphone in an airport in 1987 was sure to hear mumbles of it being showy, excessive, even ridiculous.

...until, one day, it wasn't. 

You may have had a similar reaction the first time you saw someone wearing a quantified self device such as a Fitbit or a WakeMate.

"Really? You're compelled to track your every step? Every hour of sleep on a chart?"

...and now, much like cellphones, they are slowly becoming our new normal. 

We have a cognitive bias towards the familiar. We can quickly see the allure of a new version of something old (such as a new car when we already understand cars, or a new entree at a restaurant when we already understand entrees), but when an entirely new product-field emerges, it can take us awhile to realize how common the use of something is going to become. 

None of us grew up with mental performance supplements. So our cognitive bias overlooks how logical they will be for newer generations. What may seem like an exotic idea- the concept of sophisticated over the counter interventions in mental wellbeing- is far less exotic when you realize that your brain chemistry is constantly being informed by something: junk food, sedentary lifestyle, alcohol, coffee, literal and figurative environment toxins,  etc. 

Your brain health is "being addressed" 24 hours a day, just as is your body health. The only thing to decide is whether you want more control over it, just as one decides to begin working out or supplementing their diet for greater muscle mass or healthier skin. There is no "neutral" in addressing your brain health. There is only how intelligently you address it.

Retrospective analysis allows for the obvious to become obvious. People prefer phones they can use everywhere instead of attached to one wall. People prefer their fitness levels to be known instead of guessed at. Our bet with Qualia, is that in a demanding and competitive world where people have already demonstrated billions of dollars of interest in supplementing their body, the urge to likewise optimize their brain is sure to follow. 

And we suspect Qualia will be the first of many products from us which anticipate the increases in human sovereignty desired by us all. It won't always be following the lead of public clamor- as pointed out, many new product fields take a while to hit the point of critical mass- but humanity will always be striving for more choices and control over their outcome in life. 

We're quite confident more control over the quality of the choice-maker itself, will appear obvious in retrospect, as so many products do.

Thanks for your support.