Introduction Gavriel Iddan pioneered wireless endoscopy developments, despite the fact that he lacked medical background. His electro-optical expertise can never be underestimated as being key factor, in his role in endoscopy developments. Iddan was working on a project that was meant to develop ‘an eye’, which would guide missile to its target. Same scenario was presented by Scapa, when she met Iddan in Boston. Scapa mentioned that one of the challenges in treating diseases in small intestines, was that physician would not be able to identify region with the problem. Physician was not in a position to view lining of small intestines, since x rays could not show twists and turns. Existing endoscopes could not go beyond first third of small intestines. Iddan considered inventing an object that would view images in every region of small intestines. Clear images of small intestines would enable physicians to diagnose conditions and problems, which were escalating. Further, invention process would consider transmission of images from small intestines. Notably, Iddan had gone to Boston to work for a company that produced x ray tubes and ultrasonic probes. Iddan’s background was therefore essential in role of being a pioneer in wireless endoscopy. For example, Iddan’s involvement in endoscopy developments was founded on his earlier project of inventing an eye guided missile. Further, his finesse in electro engineering can be linked with invention of semiconductors, which were later developed into complementary metal oxide semiconductors (CMOS). The development was essential as it solved charge problem, since Charge Coupled Devices (CCDs) that would be depleted within 10 minutes, were replaced with long lasting CMOS. Demand or existence of need was the other factor, which enabled Iddan to pioneer wireless endoscopy developments. Scapa literally pressurized Iddan to come up with a way in which physicians would be in a better position to view images, of small intestines. Alarming statistics of population diagnosed with disorders of small intestines, facilitated necessity to develop alternatives. Challenges that faced medical field, required interventions and support from other scientific fields. Existing gap in medical field provided an opportunity for other scientists including Iddan, to pioneer any developments in wireless endoscopy. Support and collaboration also enabled Iddan to pioneer wireless endoscopy developments. For example, Meron acknowledged Iddan’s creativity when he presented CMOS product to him. Further, combination of efforts of ‘Given Imaging’ with those of research team from United Kingdom, enabled Iddan to initiate wireless endoscopy developments. Development of wireless endoscopy was successful, after efforts from both teams were combined. Given’s development of camera pill can be understood as science push, which was facilitated by demand pull. Science push defines advancements that are facilitated by evolution of research. On the other hand, demand pull can be defined as evolutions that are triggered by the fluctuations in population. Given Imaging, arose from acknowledgement of evolution of science. Meron, the CEO of Applied Limited, acknowledged developments presented by Iddan and founded Given Imaging. Further, Given Imaging