The title is just a metaphor to encourage our industry to radically change — not by reinventing the wheel, but by copying the success of others. Maintaining the status quo is no longer good enough; we live in an era of new everything — new science, new regulations, new presidents, new governments and new challenges. To prosper in this era of brutal disruption, we must think differently. As Einstein said: “The definition of insanity is doing the same thing over and over again, but expecting different results.”
To help us do things differently, let us imagine asking Jobs this question: “Based on your experience, successes and failures, what would you tell the pharma biotech industry?” We can then extrapolate some answers. As he was a man who liked to get straight to the point, his list would likely be limited to five recommendations.
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