In this episode of the Crux of Neuro, Liz Moyles is joined by Hubert Martens, physicist-turned-entrepreneur, co-founder of Sapiens Steering Brain Stimulation (acquired by Medtronic for ~$200M), and now CEO of Salvia BioElectronics. Hubert shares how a career that started with double-layer DVD technology at Philips led him to building a patient-centred neuromodulation implant for treatment-resistant migraine and what 25 years of hard-won startup experience has taught him about doing it right.