Businesses Innovating on the Edge

flickr/ pop!tech
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When Brooklyn doctor Jay Parkinson didn't want to deal with all the headaches of starting a private practice, he put his schedule on Google Calendars, advertised that he would do neighborhood-only house calls, and let patients pay via PayPal. He soon conquered his market, and the idea spawned a larger company called HelloHealth, which helps other doctors do that same thing—nationwide. "This is a story of innovation on the edge that is fundamentally changing the way an industry is working, and I love that he used big-company mass technology to do it," Dust says.