The fight was changing. Forever. No longer was one-size-fits-all the norm for cancer treatments. New biomarkers were being uncovered with corresponding targeted therapies—ones that could be more effective and less toxic. It felt like the tipping point was here. And what it needed was a sense of urgency, a movement, to get the word out. To let people know the value in biomarker or molecular testing. Stories were the way to bring it to life.