This is a short series of discussions with clinicians who are digital innovators and have their own start-ups. It is aimed at colleagues in the health service who might be considering the same possibilities. Key themes include the decision to set up a business, the value it brings to the clinical professionals we interviewed and what they believe the benefits of digital technology hold for the NHS. We also look at the challenges to adopting innovation in the NHS, the support these clinicians found when setting up, and what entities such as TheHill can provide in the way of support.​With thanks to Rupert Brown for creating our theme music for this publication.