Elizabeth Holmes begins marketing her Theranos devices: Part 2

By February 2005, the 21-year-old entrepreneur had raised about $6 million for her company. Former employees, some of whom she recruited away from Apple, said she tried to emulate Steve Jobs.
7:24 | 03/16/19

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Transcript for Elizabeth Holmes begins marketing her Theranos devices: Part 2
Reporter: Silicon valley. Built on ambition and innovation. Where everyone wants to change the world and make a billion dollars while they're at it. Silicon valley is the largest creation of wealth in a 50 square mile radius than anywhere in human history. Reporter: The allure of success drew in 19-year-old Elizabeth Holmes. She had just dropped out of Stanford and had a grand vision to revolutionize healthcare by making by blood testing more affordable and more accessible for all. She opened her first office in this building and named her company "Theranos," a combination of the words "Therapy" and "Diagnosis." But instead of that skin patch idea she'd dreamt up in college, she came to envision something else. We've made it possible to run comprehensive laboratory tests from a tiny sample or a few drops of blood that could be taken from the finger. Reporter: She made it sound so simple. The puncture will be made. The collection tubes will now be held up to the drop. And you will see the blood wick into the channels. The nanotainer tubes are then removed and the sample can be processed immediately. Reporter: That sample was then put into a cartridge and placed into this portable device which she claimed processed hundreds of blood tests which could detect diseases from STDs to even cancer in real time. The ability to be able to use a pinprick and test you right there in a doctor's office, or even in a battlefield, is revolutionary. It changes everything. I said, this could be the holy grail! Reporter: She named early prototypes of her invention the Edison after another revolutionary thinker. Elizabeth became a master at marketing. Having gone through in my own life, losing people that I loved, I couldn't think of anything that was more meaningful than being able to change what people go through when they say goodbye too soon. Reporter: From high-profile panels to tech talks, that phrase -- A world in which no one ever has to say goodbye too soon. Reporter: -- Became Elizabeth's mantra. A world in which you don't have to say goodbye too soon. A world in which people don't have to say goodbye too soon. Saying goodbye too soon. She was a good storyteller. That's part of her seductiveness which is why she was able to raise all this money. Reporter: By February 2005, the 21-year-old had already raised around $6 million. Behind those piercing eyes was a peculiar young woman who seemed to survive on ambition alone. I had this image of her as kind of like a nun-like existence. You know, black, quiet, all alone. She lived in an apartment, which she wouldn't let me see. She said there was just one bedroom. The refrigerator just had a bottle of water in it. She had a lot of, you know, green drinks, and -- and all this stuff that I -- you know, I looked at and I said, "Oh my god, I can't." If you are what you eat, what are you? Green juice. Best word to describe you? Mission oriented. Favorite place to visit? My office. One of Elizabeth's most bizarre characteristics was just her obsession with Steve jobs and with apple computer and imitating him and the company. Reporter: She even went after Steve jobs' own right hand man. I'd like to now welcome one of my colleagues, somebody I've worked with for over a decade, Dr. Avie tevanian. Reporter: Avie tevanian had been head of software at apple and was one of jobs' closest friends. After retiring, Avie learned about Elizabeth Holmes and theranos. When you find these ideas that can cut across everything it's huge. And so clearly if this could be made to work, then it was going to be hugely impactful. Was she selling you on the mission of theranos? How did she come across? She was definitely selling me on a vision for what she wanted to do in this realm of blood testing and making it something that was much more accessible than it's ever been. So you joined the board. Joined the board. Reporter: His involvement attracted others from apple to join theranos like Ana Arriola who had helped design the iPhone. The opportunity was altruistic, it was potentially human-kind changing and I was very curious. Unfortunately I left 15,000 shares at apple but se la vie. Reporter: Ana might have left apple, but to her surprise, she certainly did not leave all of Steve jobs behind. Elizabeth was very curious about Steve's attire, and I explained to her that he was inspired by Sony's heritage of having issey Miyake come in and create a lot of the line manager apparel. And then I think she went off and tracked down who issey Miyake was and the rest is couture history. Reporter: But Ana says Elizabeth's transformation didn't end there. Her voice -- What she could figure out -- Reporter: -- A surprising baritone -- Is that it would likely cost her a few thousand dollars to get this test done. Reporter: -- Was fake, according to Ana. We didn't know that it was not her voice until much later. I think it was at one of the parties, and maybe she had too much to drink or what not, but she fell out of character and exposed that that wasn't necessarily her true voice. Translator: In this interview with NPR from 2005, we hear a very different sounding Elizabeth. No it hasn't. If I use traditional words to describe what we're doing, it's hard. When she came to me she didn't have a low voice. She didn't? No. What was her voice like when she came to you. Just like a typical undergrad student. When I next saw her again was at the Harvard medical school board meeting where she was being introduced. She has this low voice and I'm like oh my god. You know it's this pastiche. Whether it be the turtleneck, the baritone, the swagger, the sense of belief in herself. You were captivated. Reporter: But then as the money poured in, the problems poured out. Suddenly, it wasn't just her voice that insiders were worried about. I would never expect that anyone would behave the way that she behaved as a CEO. And believe me, I worked for Steve jobs. I saw some crazy things.

This transcript has been automatically generated and may not be 100% accurate.

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