Hi, it's Bob Safian. You've been hearing me as the host of rapid response in this feed for a few years now,

with short newsy interviews alongside the deeper dives of Masters of Scale. Well, I'm excited to share that rapid response is expanding into its own feed.

We'll be putting out shows twice a week, focusing on the urgent issues that business leaders are dealing with in real time.

So search for rapid response in your podcast player and subscribe to make sure you get all our episodes.

I'll see you on the other side. I'm driving this like huge rig. It's like you

know 35 feet long over highways and bumpy roads. That's Cheryl Kellyn, entrepreneur and amateur trucker.

Last December, she rented a three-quarter ton pickup truck and an airstream trailer.

Picture a massive chrome twinkie on wheels.

Then she drove some 1,000 miles across Colorado to meet her customers face to face.

Cheryl runs a scrappy little health care company called Apostrophe Inc.

They have a great tagline.

We make health care suck less. How? By helping employees at small to medium-sized businesses avoid staggering medical bills.

Cheryl couldn't understand why so many diabetic patients wound up in the emergency room.

A simple visit to the doctor would have saved them a fortune.

We're like, why aren't they going?

So we're like, you know, we just need to get out in the field.

And so it seemed like a great idea. We're like, oh, I know what we'll do. We'll rent this

Airstream trailer and we'll do a, you know, a lightweight mobile clinic for a week.

We'll invite people in for free biometric

testing and quick health check-ups and while they're there you know we'll talk to

and we'll sort of figure out what's going on. Roughly 45 minutes into the road trip, Cheryl had an answer.

Patients were hit so hard by unexpected bills, they avoided doctors entirely.

...