Day 8 - Transforming a Vision into a Reality

Business:

Today was an interesting day because we were able to learn about a more modern company called SmartEye. This is the first company that is doing research on eye tracking. Magnus Sjölin is the sales manager at SmartEye and I was at the edge of my seat for his whole presentation.

The concept of eye tracking is that the eye's point of gaze, motion of the eye in relativity to the head are detected through the IR cameras, which are insensitive to ambient light. This can be done with either non-video or video eye trackers. The main product for Smart Eye is video that can either be in 2D or 3D and it involves tracking the pupil with the addition of scene cameras to help fill in the viewer's surroundings. The main product that they sell is a mounted camera that can be placed in a car or with a computer.

They have started to see their products being used in automotive research, aviation, simulators, cars, trucks, helicopters, planes, behavior science, marketing, neurology, and many companies in the technology industry. For big advertising firms, this product is essential because it will allow them to see if their advertisements are efficient at attracting and engaging the consumer and if the message is being presented properly.


Then, Magnus explained that measuring the pupil gives the most accurate results when tracking it at about sixty frames per minute. The main use for the eye tracking software is currently for research and consumer study purposes; however, they are and plan to distribute more heavily in the automation industry.


One example for the use of SmartEye software, is that if the driver were starting to fall asleep, the software would recognize the signs of drowsiness and wake the driver up with an alarm or stopping the vehicle. Another vision for the company is a heads up display on the windshield that would be implemented in almost all cars produced in the new two or three years.

The best part of this tour was that we were able to test the equipment. First, they told me to sit in the car and get comfy. I adjusted the seat forward because I am about the size of a hobbit. Then, they told me to look at four separate dots to calibrate my eyes to the system. After the calibration was complete, then the fun began.

The game was simple, drive the car around and find the eggs. Well I have a serious need for speed so I was immediately driving fast and finding the eggs. The students who were watching me play said that my eyes were moving rapidly throughout the whole game because I was gathering information from all ends of the screen. However, almost comically, when I wanted to get up a small plank to get one egg, my eyes immediately focused and didn't move. They said the dots tracking my eyes went from moving everywhere to steadily tracking the cars progress as it moved up the plank.

After Smart Eye, we went to the presentation for LOTS, where we met Per Norlin, who is the Product Development Director of Getinge. Getinge is a medical company that specializes in infection control. The business focuses on medical systems, extended care, and infection control.

Per's presentation was insightful about the difference between knowledge taught in college versus the wisdom the real world teaches us. In addition, his presentation skills and story telling skills are amazing. But before we break into his presentation, LOTS had presented first.

LOTS designs products, and helps develop an idea or concept into real marketable product. They combine art, engineering, functionality, and aesthetics to create a products that caught the attention of Per Norlin and his colleagues.

Per Norlin then went into his philosophy on innovation and the importance of the ability to sport opportunities and take the necessary steps to succeed. The first step is to develop a vision. Then, you have to build a team that is hard working and trustworthy that have the ability to transform your  visions into a reality.The third is to have communication and transparency at all times with internal and external sources. The last step is selling your vision to internal and external sources. Per illustrated that it is harder to sell visions to internal sources versus external because internal sources are more conservative in practice.

He then went into a discussion about the importance of understanding how corporate America operates without the PR filtered story. The fact that business is not all growth, but a constant battle of up and down moments and the fact that successful businesses know how to deal with the adversity and come out ahead. Lastly, he taught us the importance of story telling and that we must always be prepared to meet expectations. Never lie, but learn to highlight the aspects that are more crucial than the developmental portions of the product. It was an insightful experience and I can't wait to learn from Per's house tomorrow at dinner!

Leisure:

I didn't go out because I was excited and preparing myself for Per's house for dinner. I decided I wanted a good nights rest!

Daily Reflections:

1. When selling a product, you need to have enthusiasm, passion, and courage to be successful
2. You must 100% believe in the vision for your company
3. College as an institution provides us with knowledge, but real life and the business world provides us with wisdom
4. College gives us the tools for reading, writing, business, and conceptual thinking; but, it does not teach us that the road to success is not straight forward. 
5. The road to success has peaks and pitfalls and its how you overcome adversity that defines your character
6. Having a great global product does not mean you will be successful, you have to accommodate the specifications of the product to meet the market you are penetrating 
7. "You need people to do work that they believe in. The executives are the super heroes, but they do not know everything."

Posted in: Getinge,Magnus Sjolin,Per Norlin,SmartEye