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Main Subject - Get Out Of The Stone Age: Give Leadership Talks
160 years ago, the newly invented electric telegraph carried
the first news message. The message zipped 40 miles in a flash over wires from Baltimore to Washington, D.C.
The public was dazzled -- except Henry David Thoreau. He wr
The public was dazzled -- except Henry David Thoreau. He wr
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
ote: "We are in great haste to construct a magnetic telegraph from Maine to Texas; but Maine and Texas, it may be, have nothing important to communicate."
Today, we live in a Golden Age of communication. We have the Internet. We h
Today, we live in a Golden Age of communication. We have the Internet. We h
; 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
ave faxes. We have e-mails. We have streaming video. We have on-line audio. We have RSS feeds. We have logs and blogs.
Yet today Thoreau is as right as rain. When it comes to really getting our messages across, we're stuck in
Yet today Thoreau is as right as rain. When it comes to really getting our messages across, we're stuck in
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
he Stone Age.
Here's why. The vast majority of business leaders I've encountered are repeatedly making a huge mistake in communication, a mistake that's screwing up their jobs and careers. They're stuck giving presentations and sp
Here's why. The vast majority of business leaders I've encountered are repeatedly making a huge mistake in communication, a mistake that's screwing up their jobs and careers. They're stuck giving presentations and sp
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eeches. They're NOT giving Leadership Talks!
What's a Leadership Talk? Look at it this way: There's a hierarchy of verbal persuasion when it comes to business leadership. The lowest levels are speeches and presentations. They co
What's a Leadership Talk? Look at it this way: There's a hierarchy of verbal persuasion when it comes to business leadership. The lowest levels are speeches and presentations. They co
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
municate information. The highest, most effective way of communicating is the Leadership Talk. The Leadership Talk does more than simply send information. It has the leader establish a deep, human, emotional connection with the a
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
udience. That's where leaders communicate for the best results.
Here are a few examples of leadership talks. When Churchill said, "We will fight on the beaches ... " That was a leadership talk. When Kennedy said, "Ask not what y
Here are a few examples of leadership talks. When Churchill said, "We will fight on the beaches ... " That was a leadership talk. When Kennedy said, "Ask not what y
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
ur country can do for you ... " that was a leadership talk. When Reagan said, "Mr. Gorbachev, tear down this wall!" That was a leadership talk.
You can come up with a lot of examples too. Go back to those moments when the words o
You can come up with a lot of examples too. Go back to those moments when the words o
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
f a leader inspired people to take ardent action, and you've probably put your finger on an authentic leadership talk.
Mind you, I'm not just talking about great leaders of history. I'm also talking about all leaders everywhere no
Mind you, I'm not just talking about great leaders of history. I'm also talking about all leaders everywhere no
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
atter what their function or rank. After all, leaders speak 15 to 20 times a day: everything from formal speeches to informal chats. When those interactions are leadership talks, not just speeches or presentations, the effectivenes
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s of those leaders is dramatically increased.
That's where business leaders communicate for the best results. You can order people to go from point A to point B. But the best way to get great results is to have people want to go f
That's where business leaders communicate for the best results. You can order people to go from point A to point B. But the best way to get great results is to have people want to go f
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
rom A to B. Instilling "want to" in others, motivating them ... isn't that what great leadership is all about?
Don't get me wrong. The Leadership Talk is not some kind of "feel-good" way of relating. It took me 20 years to figur
Don't get me wrong. The Leadership Talk is not some kind of "feel-good" way of relating. It took me 20 years to figur
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
out how to give Leadership Talks and write two books about it. There are specific processes one must manifest in order to give Leadership Talks. Usually it takes me two full days to teach people how to do it. Once they learn it,
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
they can use it throughout the rest of their careers. The Leadership Talk is relatively easy to learn and it takes years to master. The point is that through it, you can take specific, concrete steps to motivate people to take acti
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
n that gets great results.
For instance, before leaders can develop and deliver a Leadership Talk, they must first answer "yes" to three simple questions: "Do you know what the audience needs? Can you transfer your deep believe to
For instance, before leaders can develop and deliver a Leadership Talk, they must first answer "yes" to three simple questions: "Do you know what the audience needs? Can you transfer your deep believe to
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
others so they believe as strongly as you do about the challenges you face? And can you have that audience take ardent action that gets results?" If leaders "no" to any one of those questions, he/she can't give a Leadership Talk.
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
60 years ago the dots and dashes that chattered down the wires from Baltimore to Washington spelled out that the Whigs had nominated Henry Clay to run for the presidency.
Back then, Thoreau might have said nothing important was comm
Back then, Thoreau might have said nothing important was comm
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
unicated; but today if you want to lead for great results, take Thoreau to heart. Communicate what truly IS important. Don't give presentations and speeches. Give Leadership Talks. Forge those deep, human, emotional connections w
.
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
th your audiences. Get them motivated to take ardent action for great results.
2005 © The Filson Leadership Group, Inc. All rights reserved.
PERMISSION TO REPUBLISH: This article may be republished in newsletters and on web site
2005 © The Filson Leadership Group, Inc. All rights reserved.
PERMISSION TO REPUBLISH: This article may be republished in newsletters and on web site
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
s provided attribution is provided to the author, and it appears with the included copyright, resource box and live web site link. Email notice of intent to publish is appreciated but not required: mail to: brent@actionleadership.co
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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