In the pharma business of old, good ideas were often good enough. The world was dominated by blockbuster brands, burgeoning sales forces, and ever-expanding marketing budgets. In order to be successful, brawn was often more of a factor than brains. Innovation was nice–but somewhat optional. Innovation is not optional anymore. In today’s highly complex and competitive marketing environment, a different kind of thinking is required. Sideways thinking. It’s thinking that does more than go deep–it goes wide. [...]
