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Summary/Abstract: What is wrong with this picture? I am constantly reaching out to many who do some kind of work for the dementia world, ranging from healthcare workers, certification organizations, Pharma government agencies and technology companies. They all are working to improve the lives for those living with some form of dementia like Alzheimer’s. Many share with me there ideas and give me reasons for why they have made some of their decisions. They all sound very good if you are a caregiver or an expert in neurology. To me some of the ideas sound like they are being done for the wrong reasons, or have even failed to address the real issues that people with dementia face. Most of these people are really proud when they first reach out to me. Unfortunately, many times after our first discussions things go south as I point out many negative issues with the product or policy they had created. Many fall short of the potential. They don’t always get it because they seem too feel they have created something so great with the help of other caregivers who had to deal with those living with dementia. They feel very confident they were able to get it right because they received the right feedback.

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