The Art of Distinctive Competence

"You have to trust your own instincts and do your own homework, especially when it's a new technology. In many ways, it's about how you create and shape a market and consumer demand, how you predict consumer behavior. It's impossible for conventional marketing research to give you a good answer."

(Fred Hassan, CEO of Schering-Plough, in “Being Fred Hassan.” by Joanna Breitstein. Pharmaceutical Executive: October 2007. Vol. 27, Iss. 10; pg. 73)