In the second installment of Rare Insights, a monthly video feature looking back at what we’ve learned over the last 25 years, our fearless leader recounts the time that Rare Bird flew to Boston to talk with Harvard Medical School about taking on their publishing wing—and helping the globally-recognized brand with its e-commerce efforts.

The turning point in this story is an important reminder for any business. “We really weren’t selling to Harvard,” says Jim Cota. “We were selling to people who had a problem they were trying to solve.”