On creativity
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesise new things.”
On innovation
“Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.”
On creating demand
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”
“Innovation distinguishes between a leader and a follower.”
Pharma needs to look at redefining the way we interact with our customers, and in the way we do things if we are to be able to take the lead.
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