1. © Copyright 2014 Innosight LLC 0
© Copyright 2014 Innosight LLC
Designing an Innovative Company
Scott D. Anthony
March 2014
@ScottDAnthony

2. © Copyright 2014 Innosight LLC 1

3. © Copyright 2014 Innosight LLC 2

4. © Copyright 2014 Innosight LLC 3

5. © Copyright 2014 Innosight LLC 4

6. © Copyright 2014 Innosight LLC 5

7. © Copyright 2014 Innosight LLC 6

8. © Copyright 2014 Innosight LLC 7

9. © Copyright 2014 Innosight LLC 8

10. © Copyright 2014 Innosight LLC 9

11. © Copyright 2014 Innosight LLC 10

12. © Copyright 2014 Innosight LLC 11

13. © Copyright 2014 Innosight LLC 12

14. © Copyright 2014 Innosight LLC 13

15. © Copyright 2014 Innosight LLC 14

16. © Copyright 2014 Innosight LLC 15

17. © Copyright 2014 Innosight LLC 16
Genius is 1 percent
inspiration and 99
percent perspiration

18. © Copyright 2014 Innosight LLC 17

19. © Copyright 2014 Innosight LLC 18

20. © Copyright 2014 Innosight LLC 19

21. © Copyright 2014 Innosight LLC 20

22. © Copyright 2014 Innosight LLC 21

23. © Copyright 2014 Innosight LLC 22
“Something can be a
real failure until it’s not.
It’s just an absolute dud
until it’s a hit.
Leadership has to really
lean in and not let
things die on the vine. ”

24. © Copyright 2014 Innosight LLC 23
UK-92480
Pfizer was investigating a drug named “UK-92480″ that they had
discovered by rational drug design. It caused smooth muscle
relaxation through inhibition of the phosphodiesterase
(specifically PDE5), which is responsible for hydrolysis of cyclic
GMP. It was hoped that inhibition of PDE5 would cause smooth
muscle relaxation via the pathway above, and lower blood
pressure in patients. Unfortunately, results were modest.

25. © Copyright 2014 Innosight LLC 24
An interesting side-effect of the drug was noticed by male patients
however, and the drug was surprisingly popular among the study
participants despite the poor control of blood-pressure.
Pfizer, not being idiots, realized they had hit gold. Finally, a
treatment for erectile dysfunction in pill form had arrived.
Source: The Road to Sildenafil – A history of artificial erections, by Mark Hoofnagle

26. © Copyright 2014 Innosight LLC 25
“You learn far more from your failures than you do from your
successes – far more from your failures.
What we’re trying to do now is fail a lot faster, fail a lot cheaper,
so we can fail more and get on to the next idea or the next
innovation that may become a commercial success.”
AG Lafley, Procter & Gamble Chairman and CEO

27. © Copyright 2014 Innosight LLC 26

28. © Copyright 2014 Innosight LLC 27

29. © Copyright 2014 Innosight LLC 28

30. © Copyright 2014 Innosight LLC 29

31. © Copyright 2014 Innosight LLC 30

32. © Copyright 2014 Innosight LLC 31

33. © Copyright 2014 Innosight LLC 32

34. © Copyright 2014 Innosight LLC 33
© Copyright 2014 Innosight LLC
blogs.hbr.org/anthony
@ScottDAnthony
www.innosight.com