As a pediatrician, Dr. Harvey Karp spent countless hours at appointments listening to the joys, concerns and desperations of new parents in the earliest and most vulnerable stages of parenting. What did they need more than anything? Sleep. The medical research was clear- sleep is essential for newborns and their parents. Dr. Karp set out to help both newborns and parents get more of it. He invented SNOO, a responsive baby bassinet that recreates the environment in the womb, while keeping babies safely on their backs all night long. Dr. Karp has dedicated his life’s work to empowering parents by helping them and their babies get more sleep. Now he’s on a mission to make SNOO more accessible through a rental option, health insurance and through partnerships with employers so every new parent can sleep more.