Geoff Gross on building Medical Guardian: start with a real need, test behavior, and keep evolving

The useful part

First things first, though, I am sure readers would love to learn more about you. What experiences, failures, setbacks, or challenges have been most instrumental to your growth? Geoff: I got here by following a personal problem far enough to realize it was also a much larger human and healthcare problem.

How it works

• The existing solutions just weren't meeting it in a way that fit how she wanted to live.
• Look for needs where people have created workarounds, tolerate a bad experience, or avoid the existing solution altogether.
• You have to understand why the existing solutions aren't working and whether you can create something meaningfully better.
• What advice do you have for others on how to take their businesses to the next level?
• Understand what people are trying to accomplish, what is getting in their way, and how they want to feel as a result of choosing you.

What to take from it

Some of the biggest opportunities exist not because a solution doesn't exist, but because the solution that exists hasn't been designed around the person it's supposed to serve. Geoff: I knew the problem was worth solving because I had seen it firsthand with my grandmother. In our category, fear may create short-term attention, but empowerment builds lasting trust.

Example or evidence

• What I didn't know was whether we could build a solution that people like her would choose to use.
• They stay close to the people they serve, listen to the people around them, and are willing to change their minds when the facts change.
• Older adults don't want to be reminded of everything they may be losing.
• What is your best advice on building, leading, and managing teams?

Details worth keeping

Geoff Gross, Founder and CEO of Medical Guardian September 4, 2026 Interview with Geoff Gross, Founder and CEO of Medical Guardian My conversation with Geoff Gross, founder and CEO of Medical Guardian Adam Mendler I recently went one-on-one with Geoff Gross, founder and CEO of Medical Guardian. Thanks again for taking the time to share your advice. Medical Guardian started with my grandmother, Freda, who lived alone after my grandfather passed away.