1. Global Innovation Management Design a Blockbuster Drug
Toolbox Workout
Design a Blockbuster Drug
(without having to worry about chemistry)

2. Pharmaceutical Innovation
The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs
Mood adjusters (Prozac)
Performance enhancers (like Viagra)
Recreational (MDMA, a.k.a. Ecstasy)

3. Your Task
Design (i.e., identify the major features of) a new Blockbuster Drug by
Quizzing your teammates
Use a Mind Map to find the main feature sets of a hypothetical blockbuster drug
Constructing your consumers (a.k.a. teammates’) Consumption Chain
Identifying the discriminators and energizers
(Feature-Attribute Map) for the significant steps of the Consumption Chain

4. The Opportunity ‘Register’
Concept: Always keep an inventory of possible opportunities so that you are unlikely to run out of ideas for making the next competitive move or capturing the next prospect for growth
Fields:
Business concept
Relevant trends
Key industry data
Obstacles and barriers
Company position
Competition and Substitutes
Sources for your information
What type of opportunity is this?
Timing of proposed actions

5. Commercialization Defines your market
Who is the target customer for the company’s product (age, income, medical history, and other demographics)
Support this with Attribute Maps and Consumption Chains
What will differentiate your innovation from competitors’ in the customer’s minds?

6. Quizzing
Detailed look at target customer usage and decision making regarding your product
Looks at the customers “stream of consciousness”
Through a series of questions
Looks for ideas to Change the Customer’s Experience (i.e., redifferentiate your product)
Remember: Experience is dynamic
So are the questions in quizzing
Over a time period prior to the first time customer is exposed to the product
To a time well after the customer has stopped using it

7. Quizzing Who? What? What else? … might customers have on their minds
… is with customers while hey use the product
How much influence do they have
If we could arrange it, who would we want the customer to be with …
What?
… Do our customers experience when the use the product
… needs provoked our offering
What else? … might customers have on their minds
When? … do our customers use this ..
Where? … are our customers when they use this
How? … do customers learn to use the product ..

8. Toolsets Organize Answers with a Mind Map

9. Summarize your Quizzing by the Attributes of the Innovation that are important to the Customer
This provides a heuristic for ‘Functional Innovation’ (Eric von Hippel)
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel

10. Consumption Chain Analysis

11. Function of Consumption Chain Analysis
A complement to quizzing …
And (perhaps) quizzing done from a different (more graphical) perspective
Consumption Chain Analysis
Works from the premise that
opportunities for redifferentiation
lurk at every step and decision that your customers take
From the time they first become aware of their need for your product or service
To the time thy finally dispose of the remnants of the used up product
Rather than ‘stream of consciousness’
It is time-sequential

12. Consumption Chain Analysis
A complement to quizzing …
And (perhaps) quizzing done from a different (more graphical) perspective
Consumption Chain Analysis
Works from the premise that
opportunities for redifferentiation
lurk at every step and decision that your customers take
From the time they first become aware of their need for your product or service
To the time thy finally dispose of the remnants of the used up product
Rather than ‘stream of consciousness’
It is time-sequential
It provides a Heuristic for ‘Circumstantial Innovation’ (Eric von Hippel)

13. Every Link in the Consumption Chain has its Own Attribute Map
The Attribute Map compares your product to those of others
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel

14. Toolsets Consumption Chain Analysis
Determine the main steps in consumption
Each step on the consumption chain has an attribute map
You should only list the 3 or 4 most important steps
These will determine whether the potential customer proceeds to the next step (good)
Or leaves the consumption process (not good)

15. Toolsets Overview of Feature Set
Prioritize and choose the major features of your innovation from the main branches of the Mind Map
Review the main innovation features with a feature-attribute map for the entire innovation
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel

16. Identify Discriminators and Energizers
Toolsets Feature-Attribute Map the 3-4 Key Steps in the Consumption and Manage those 3-4 Steps
Identify Discriminators and Energizers
Describe how you will manage each of these features of the consumption process
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel

17. What to Present Mind Map of Feature Sets for the Drug
Consumption Chain with key steps containing discriminators and energizers
Tell how you will manage each discriminator or energizer to encourage consumers to move to the next step of the Consumption Chain
Identify existing ‘substitutes’ for your new drug
Identify other potential barriers to entry for the drug