1. Innovation Workout Assessing the Potential of an Innovation Quiz, Consumption Chain Analyze and Feature Map an Innovation

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

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

4. What to Present Mind Map of Feature Sets for the Drug Mind Map of Feature Sets for the Drug Consumption Chain with key steps containing discriminators and energizers 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 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 existing ‘substitutes’ for your new drug Identify other potential barriers to entry for the drug Identify other potential barriers to entry for the drug