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Advice You - Totally Different Questions
In a high-speed global marketplace that reverberates daily with quick-shifting customer expectations and demands from the marketplace to immediately respond, companies may no longer rest on their laurels or keep doing things the way they’ve traditionally been done. The smartest, most successful companies, for example, take pains to pursue not only present customer desires but anticipated, as-yet unexpressed, customers needs and desires in the future. Such projections
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
require both research and imagination.
Take Toyota, for example, perennially ranked among the top five sellers of cars and trucks in the US. Its management tinkers constantly with fresh ideas for customizing its vehicles to meet customer desires, each year introducing more models, lighter weight materials, faster cruising speeds, even a first-of-its-kind hybrid engine utilizing electric as well as gas fuel sources. Toyota managers search round-the-clock for ways to
Take Toyota, for example, perennially ranked among the top five sellers of cars and trucks in the US. Its management tinkers constantly with fresh ideas for customizing its vehicles to meet customer desires, each year introducing more models, lighter weight materials, faster cruising speeds, even a first-of-its-kind hybrid engine utilizing electric as well as gas fuel sources. Toyota managers search round-the-clock for ways to
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
do things better and different.
“The companies who are innovative ask totally different questions from those who are not,” says Jack Ricchiuto, a creativity consultant based in Cleveland and author of Collaborative Creativity: Unleashing the Power of Shared Thinking (Oakhill Press). “A traditional set of management questions begins with ‘How can we listen to our market better?’ and ‘How can we meet customers’ requirements?’ But creative companies like Toyota ask ‘Ho
“The companies who are innovative ask totally different questions from those who are not,” says Jack Ricchiuto, a creativity consultant based in Cleveland and author of Collaborative Creativity: Unleashing the Power of Shared Thinking (Oakhill Press). “A traditional set of management questions begins with ‘How can we listen to our market better?’ and ‘How can we meet customers’ requirements?’ But creative companies like Toyota ask ‘Ho
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
w can we SURPRISE our market?’ Answering that one requires a high level of commitment to management creativity.”
For such reasons, creative companies and managers continually re-evaluate, re-tool and revise what they’re doing, forever gazing beyond the horizon, eager to glimpse what’s to come. Their transition from the traditional to the creative rarely proceeds easily, however, especially with so many managers conditioned since grade one to tow the line and think o
For such reasons, creative companies and managers continually re-evaluate, re-tool and revise what they’re doing, forever gazing beyond the horizon, eager to glimpse what’s to come. Their transition from the traditional to the creative rarely proceeds easily, however, especially with so many managers conditioned since grade one to tow the line and think o
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
themselves as LACKING creativity.
Research in this area reveals, for example, that differences in creative behavior between adults and children represents a very wide gap indeed. One study found that only 2% of adults of any age level can be accurately classified as “highly creative” while over 90% of children five years old or younger can be classified this way. The huge drop-off begins at ages 6 and 7 (only 10% in these age groups were found to be considered “hig
Research in this area reveals, for example, that differences in creative behavior between adults and children represents a very wide gap indeed. One study found that only 2% of adults of any age level can be accurately classified as “highly creative” while over 90% of children five years old or younger can be classified this way. The huge drop-off begins at ages 6 and 7 (only 10% in these age groups were found to be considered “hig
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ly creative”) and at age 8, adult levels begin. Only 2% of children aged 8 and above test out as highly creative and this figure does not rise again for any age group thereafter.
The researchers directing this study concluded that repeated instructions throughout our school years on how to do things “right,” after years of hearing such admonitions as “no,” “bad,” “wrong,” and “incorrect” take their toll. Negative signals sear little minds with the impression that th
The researchers directing this study concluded that repeated instructions throughout our school years on how to do things “right,” after years of hearing such admonitions as “no,” “bad,” “wrong,” and “incorrect” take their toll. Negative signals sear little minds with the impression that th
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ere’s only one way to do things. Disagree with that and you’re officially “deficient.”
With society officially downgrading the idea of creativity so strongly, it becomes problematic for businesses to get their managers and other employees thinking truly freely and “out of the box.” Also, genuine creativity, by definition, subverts the status quo by facing down long-held assumptions and uncorking new ways of approaching things. Thus, employee and manager alike may
With society officially downgrading the idea of creativity so strongly, it becomes problematic for businesses to get their managers and other employees thinking truly freely and “out of the box.” Also, genuine creativity, by definition, subverts the status quo by facing down long-held assumptions and uncorking new ways of approaching things. Thus, employee and manager alike may
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
esist attempts to uproot established company traditions or fiddle with untried, risky procedures. Their responses to creativity initiatives may in fact take shape vigorously, adamantly and fearfully.
“I always ask my clients what they’re experimenting with,” says Ricchiuto. “The scariest response I hear is, ‘We don’t like to experiment—it’s messy and we don’t like to fail.’ Of course that’s just kidding yourself. Innovative companies understand that you’ve got to
“I always ask my clients what they’re experimenting with,” says Ricchiuto. “The scariest response I hear is, ‘We don’t like to experiment—it’s messy and we don’t like to fail.’ Of course that’s just kidding yourself. Innovative companies understand that you’ve got to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
put up with ‘messiness’ and failure in order to succeed.”
Ricchiuto continues, ”The truth is if you want to learn to do it better, you’ve got to try a lot of things, many of which won’t work. Most artists will tell you the biggest item in their studios is their dumpster. A leading design firm uses the motto, ‘Fail often to succeed sooner.’ That’s how successful companies and individuals truly employing their natural creativity think.”
It’s a wise move, then, fo
Ricchiuto continues, ”The truth is if you want to learn to do it better, you’ve got to try a lot of things, many of which won’t work. Most artists will tell you the biggest item in their studios is their dumpster. A leading design firm uses the motto, ‘Fail often to succeed sooner.’ That’s how successful companies and individuals truly employing their natural creativity think.”
It’s a wise move, then, fo
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
a company to consider injecting innovative thinking and action into its corporate atmosphere. However, taking into account that creativity, by definition, knows no bounds, there’s no absolute or guaranteed formula for making the switch. However, creativity experts do agree on a number of vital tenets that must be observed. Here are four:
Let “ideas” flow. Our schools and workplaces have fostered for centuries intellect-dependent relationships. “Right” answers ar
Let “ideas” flow. Our schools and workplaces have fostered for centuries intellect-dependent relationships. “Right” answers ar
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
those in the minds of a teacher or boss, the thinking goes, “wrong” answers are in the heads of everyone else. Variations of course play themselves out in the workplace every day, especially during meetings, i.e., someone volunteers an idea, then is quickly dismissed by the manager, moderator or someone else at the table. Naturally, the effect will be that all such volunteering soon stops.
Managers must resist a temptation to blurt out, “No, no, that would never wo
Managers must resist a temptation to blurt out, “No, no, that would never wo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
rk!” The essence of brainstorming, after all, is to let ALL ideas fly, no matter how wild, impractical or outrageous. First spend a few minutes scribbling everyone’s ideas down on a topic before analyzing them for practicality. Even putting up totally wacky ideas on a white board or flip chart, where all can see them, could end up inspiring, by the end of the meeting, the most workable solution.
Make failure OK. Many companies pay lip service to the idea that it’s
Make failure OK. Many companies pay lip service to the idea that it’s
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
OK to fail, make mistakes, get things wrong. But then, whenever something really does go wrong, KA-BOOM! There’s yelling, recriminations, weeping and wailing.
Instead, truly creative managers invite open discussion of mistakes and failures on the theory there’s always a lesson to be learned from them. Risk-taking, after all, by definition, means sometimes you win and sometimes you lose. Failure is understood as one possible outcome in the overall game. Don’t try
Instead, truly creative managers invite open discussion of mistakes and failures on the theory there’s always a lesson to be learned from them. Risk-taking, after all, by definition, means sometimes you win and sometimes you lose. Failure is understood as one possible outcome in the overall game. Don’t try
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
playing without it!
When creative managers truly understand this, they exhibit their support of it in extraordinary ways. One of Henry Ford’s the First’s VPs once made a colossal inventory error, for example, that cost the pioneering car company over one million dollars, a lot of bread back in 1920. Assuming he would be fired anyway, the VP wrote up his resignation and handed it over to his boss.
Mr. Ford looked at the piece of paper, then tore it up on the spot. “
When creative managers truly understand this, they exhibit their support of it in extraordinary ways. One of Henry Ford’s the First’s VPs once made a colossal inventory error, for example, that cost the pioneering car company over one million dollars, a lot of bread back in 1920. Assuming he would be fired anyway, the VP wrote up his resignation and handed it over to his boss.
Mr. Ford looked at the piece of paper, then tore it up on the spot. “
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
o you think I would fire you after what just happened?” he asked. “My boy, I’ve just invested one million dollars in your education. Now get back to work!”
Mix in color and music. The first things to go when budgets get tight in our schools are “non-essentials” like art and music. Yet much brain research in the last twenty years has determined that creativity amplifies if coupled with such traditionally “peripheral” educational activities. Along with drawing, pa
Mix in color and music. The first things to go when budgets get tight in our schools are “non-essentials” like art and music. Yet much brain research in the last twenty years has determined that creativity amplifies if coupled with such traditionally “peripheral” educational activities. Along with drawing, pa
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
nting, singing and dancing, brain scientists also tout the practical value of taking breaks, relaxing, meditating, playing games (recess!) and daydreaming.
Thus, creative companies find ways to add music to the office or factory air, maintain colorful decors, sponsor company (fun) events and reimburse for programs or seminars that allow employees to (as Stephen Covey says) “sharpen the saw.”
Travel down roads rarely taken. If a company intends to truly transform its
Thus, creative companies find ways to add music to the office or factory air, maintain colorful decors, sponsor company (fun) events and reimburse for programs or seminars that allow employees to (as Stephen Covey says) “sharpen the saw.”
Travel down roads rarely taken. If a company intends to truly transform its
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
elf into one that routinely practices high creativity, it must take risks as a culture by choosing unknown directions, attempting grand experiments, leaping off cliffs!
Has an ages-old marketing approach been failing to produce results lately? Try something dramatic, different, looney. A salesman I once knew named Jed, for example, had a terrible time getting a prospect to look at his marketing materials. Every time he made his follow-up call, the prospect insiste
Has an ages-old marketing approach been failing to produce results lately? Try something dramatic, different, looney. A salesman I once knew named Jed, for example, had a terrible time getting a prospect to look at his marketing materials. Every time he made his follow-up call, the prospect insiste
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
he just wasn’t interested in Jed’s service, so why should he look at Jed’s stuff?
One day, out of frustration, Jed did the total opposite of what he’d learned back in sales training class by packing all his marketing materials in a big cardboard box and writing over it warnings like, “Do NOT open this!” and “Do NOT look inside!” and “Whatever you do, keep this sealed!” Then he mailed the box to his prospect, with no return address.
You can guess what happened: The
One day, out of frustration, Jed did the total opposite of what he’d learned back in sales training class by packing all his marketing materials in a big cardboard box and writing over it warnings like, “Do NOT open this!” and “Do NOT look inside!” and “Whatever you do, keep this sealed!” Then he mailed the box to his prospect, with no return address.
You can guess what happened: The
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
prospect couldn’t help looking inside, thus immediately encountering Jed’s lively marketing materials and before long he has read them all, called Jed up and gave him his business. By taking a rarely traveled road-- actually, a NEVER-traveled road, in this case! -- Jed’s pursuit of his prospect finally succeeded.
The ability to be highly creative resides within us all. Despite pressures and suggestions to the contrary, it arrives into the world the day we do and, e
The ability to be highly creative resides within us all. Despite pressures and suggestions to the contrary, it arrives into the world the day we do and, e
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
en if rarely used for many years, it never dissolves or goes away. Happily, it can be reactivated surprisingly quick, and managers who understand this can activate their employees’ creative abilities to extraordinary competitive advantage. Yes, it may take time, it may take patience, it may take newly acquired skills. But indeed it can be done. Smart companies, then, the winners, the leaders, make a firm commitment to doing so, then bravely and effectively forge ahead
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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