Lack of access to MRI systems is a major limitation to better healthcare around the globe. Investments are high, and opinions about what makes a good MRI are biased: many users think "the higher the field strength (Tesla), the better." The Siemens team asked us to identify target audience pain points, help design a system with low barriers to entry, and find the most compelling elevator marketing pitch. With qualitative B-to-B interviews, a quantitative step to capture market opportunities, and discussions of marketing materials, we worked with the client to create a global launch package: MAGNETOM Free.Max - a truly disruptive 0.5 Tesla MRI system with an image quality comparable to a 1.5 Tesla system. This innovative MRI is breaking barriers and rapidly extending the reach of MRI.