In our first Q&A of 2019 we speak to Dr James Fielding, co-founder – with Dr Chris Jeffery – of Audeara. Seeing first-hand the impact of hearing loss and the significant wait times in the public health system, the two Brisbane doctors resolved to create the world’s first full-fidelity headphones with a built-in hearing test. After three years of development and testing they launched their first-generation headphones via the crowdfunding platform Kickstarter in March 2017.
ISB: What was the inspiration behind Audeara?
JF: Having worked as a doctor who saw patients with hearing issues I wanted to do something about it. In the public health system, the wait for an appointment can be six months or longer – people can be turned away because they don’t have their results of an audiogram.
This frustrated me and having a background as a musician I knew how important hearing health was and having the ability to gain access to it should be easy. That’s why Audeara was originally born, to provide access to hearing tests that are easy to use.
ISB: Bearing in mind the product started life as a medical device, what made you decide to introduce it as well more generally for music-lovers and audiophiles?
JF: We wanted to transition the technology to ensure all people can get the most out of the music now, and always. It’s important to us that people can start to understand their hearing health and combining the test information with an enhanced music experience is our way of getting people to pay attention.
Everyone, no matter your age, has a level of hearing loss. The worst part – we aren’t talking about it. According to the World Health Organisation, 60 per cent of childhood hearing loss is due to preventable causes. 1.1 billion young people aged as young as 12 are at risk of hearing loss due to exposure to noise in recreational settings. Hearing loss is the 2nd most prevalent health issue globally and it is important we start talking about it. We stay positive and focus on having the best possible experience.
ISB: What was the biggest challenge you faced in turning Audeara into a successful business, and how did you overcome it?
JF: So far the most challenging thing is finding the balance between health and music. We provide a real solution to so many people and the balance between fixing an existing problem and preventing a future problem is challenging for sure. There are so many headphones on the market and getting the message out to consumers as to why ours is beneficial versus someone else’s is what we are always tweaking to ensure we have the correct messaging.
ISB: How has your medical background helped you in your business journey?
JF: After studying medicine and practicing as a doctor I was able to see the world through a number of different lenses. You meet so many people and can get to the core of how their problems are affecting their life. It makes everything more personal and provides a true drive to solve the problems you see. Learning about the importance of preventative health care and balancing that against treating existing problems have shaped a lot of my decision making.
ISB: From your experience, how important is innovation in the success of a product or service a business delivers?
JF: Ultimately innovation is essential for success. Whether that be in the product, the business model or the avenues for growth, you have to be constantly evolving and developing new ways of doing things or you become irrelevant. This is becoming more evident every day as the connected and transparency of people make it very easy for a consumer to go elsewhere.
ISB: Finally, What is the #1 piece of advice you’d give to anyone who has an innovative concept they’d like to turn into a business?
JF: Actually do it!
