What's trust got to do with it?

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Genetic Relationships and Trust

Copyright 2016 23andMe, Inc. All Rights Reserved.

Genetics is about relationshipsGenetics connect us to each other through a shared past, present, and future

By sharing our genetic information with each other, we can learn more together

Sharing intimate information with someone requires significant trust that is based on relationshipOur customers share very intimate information with us and trust us to deliver value with it

They trust us to manage and protect their data and preferences

They trust us because we are human, transparent, and consistent and because we give them control

and business is tooCopyright 2016 23andMe, Inc. All Rights Reserved.

What is a relationship? What purpose do relationships serve?What is a relationship?

A state of being connected - having a bond and affinityHelping each other - cooperative behavior for mutual benefit

Why do we have relationships?

Task sharing - work together to accomplish moreSafety net in the event that something bad happensSupport and fulfillment


Strong relationships help you to get higher up Maslows Hierarchy of NeedsPhysiologySafetyLove / BelongingEsteemSelf ActualizationCopyright 2016 23andMe, Inc. All Rights Reserved.

Biology and relationships are intertwinedAltruism appears to be associated with genetic relatednessHormonesGenetics

MicrobiomeIncreased levels of oxytocin and vasopressin are thought to be a central component of the bonding process - e.g. mother and childCohabiting family members share microbiota with one another (and with their dogs!)Copyright 2016 23andMe, Inc. All Rights Reserved.

Each of us is the culmination of an amazing number of people and relationships


Where and when these people lived has a major influence on our sense of identityCopyright 2016 23andMe, Inc. All Rights Reserved.

Where and when these people lived has a major influence on our sense of identity

Japan >1700-1800

West Africa 1800-1830

Italy 1830-1860Copyright 2016 23andMe, Inc. All Rights Reserved.

We get more from our genetic information through sharing


Exploring genetic connections with our close family helps us better understand ourselves


Exploring genetic connections with our close family helps us better understand ourselves


You share 45.9% of your DNA with Elizabeth

You are comparing withElizabeth ForestCompare 42 health and wellness reports with ElizabethElizabeth is your Sister (Predicted)Exploring genetic connections with our close family helps us better understand ourselvesYou are more Neanderthal than ElizabethCopyright 2016 23andMe, Inc. All Rights Reserved.

Living distant relatives can help you learn about yourself and your past








Shared genes are clues to how we are relatedChromosome segments shared with:


What if you looked at every stranger as a part of your family?


Genetic research suggests that any two Europeans likely shared an ancestor in the past 1,500 years. If youre of European descent, that would make anyone else of the same ethnicity at most your 50th cousin.


Sharing requires trustTrust is a willingness to be vulnerable

There are different levels of trust by relationship

There are different types of information people are comfortable sharingCopyright 2016 23andMe, Inc. All Rights Reserved.

Who would you share your Ancestry Composition with?Trust is proportional to relationship intimacy

Immediate familyExtended familyClose friendsAcquaintancesOnline friendsDNA relativesAny 23andMe customerCopyright 2016 23andMe, Inc. All Rights Reserved.

Who would you share your genetic health risks and inherited conditions with?

Immediate familyExtended familyClose friendsAcquaintancesOnline friendsDNA relativesAny 23andMe customer

Trust is proportional to relationship intimacyCopyright 2016 23andMe, Inc. All Rights Reserved.

Immediate familyExtended familyClose friendsAcquaintancesOnline friendsDNA relativesAny 23andMe customerTrust is proportional to relationship intimacyCumulative sharing opennessCopyright 2016 23andMe, Inc. All Rights Reserved.

Enabling this exploration requires each customer to trust us tooWe are stewards of our customers most sensitive data

They trust us to protect it appropriately

In doing so they are willing to be vulnerable with us

We take this trust very seriously


How do we earn and keep this trust?Deliver on our value propositionDelightTreat every touch point as part of the consumer experience

Approachable and fun brand and contentAuthentic, direct, and human voiceConsistencyTransparencyIndividual controlAppropriate oversight

We endeavor to create meaningful interactionsWe always try to do whats rightWe are human, not robotic


This trust needs to be open endedOur customers are on a journey with us - they get more and more over time

This requires that they not just trust us now, but that we will merit their trust indefinitelyCopyright 2016 23andMe, Inc. All Rights Reserved.

Like any relationship, weve had bumps in the road. How we handle them can strengthen trust.


Customers stood by us as we worked with the FDA to establish a pathway for direct to consumer genetic testsFDA letter20082010201220142016

1,000,0000500,000

1 million customers!FDA market authorization

Number of 23andMe customers


In 2013 the FDA required us to pause marketing our health product while we pursued clearance

We proved the accuracy and accessibility (comprehension) of our product and became the first DTC genetic test that meets FDA standards

Our customers stood by us during a turbulent period, with many sending letters of support to the FDA and congress

We have to constantly balance enabling robust tools with protecting individual preferences


Trust and a strong relationship can make your customers want to give something back too

Trust and a strong relationship can make your customers want to give something back too


We are pioneering a new model of crowdsourced research and drug developmentUser contributed data fuels research into causes and treatments of disease

Over 80% of customers opt in to participate in research

On average each contributes over 200 phenotypic data points

Worlds largest genetic database, live and recontactable


Earn a spot in your customers circle of trustRelationships make our lives, and our product experiences, richer

Relationships require vulnerability. Vulnerability requires trust

Trust is strongest between people (not companies). It is earned and maintained through transparency, consistency, and follow through


[email protected]

@bradkittredgeThank you.Copyright 2016 23andMe, Inc. All Rights Reserved.

Date post:	15-Apr-2017
Category:	Business
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What's trust got to do with it?

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