Rita McGrath

Well, the way I like to look at it is if you imagine this, as I said, a time zero event, and then you work backward, you just say, what would have to be true before this could actually happen? And what I like to do with companies is we'll make actually like a chart. I call it an early warnings signal model. And then we watch it.

Well, the way I like to look at it is if you imagine this, as I said, a time zero event, and then you work backward, you just say, what would have to be true before this could actually happen? And what I like to do with companies is we'll make actually like a chart. I call it an early warnings signal model. And then we watch it.

And then we say, wait a minute, if this happens and that happens and this other thing happens and, whoa, there's this other thing happening, maybe now's the time we need to really evaluate this for taking action now. So let me give an example. In 2020, 21, I was working with a pharmaceutical company.

And then we say, wait a minute, if this happens and that happens and this other thing happens and, whoa, there's this other thing happening, maybe now's the time we need to really evaluate this for taking action now. So let me give an example. In 2020, 21, I was working with a pharmaceutical company.

And then we say, wait a minute, if this happens and that happens and this other thing happens and, whoa, there's this other thing happening, maybe now's the time we need to really evaluate this for taking action now. So let me give an example. In 2020, 21, I was working with a pharmaceutical company.

And one of the big questions they had was, well, is the tech, you know, is online or some kind of tech involvement going to be the first patient port of call for access to healthcare? So if there's no doctors in offices, that's kind of a problem if you're a sales rep. So we looked at that and we said, well, what would have to be true for this to actually happen?

And one of the big questions they had was, well, is the tech, you know, is online or some kind of tech involvement going to be the first patient port of call for access to healthcare? So if there's no doctors in offices, that's kind of a problem if you're a sales rep. So we looked at that and we said, well, what would have to be true for this to actually happen?

And one of the big questions they had was, well, is the tech, you know, is online or some kind of tech involvement going to be the first patient port of call for access to healthcare? So if there's no doctors in offices, that's kind of a problem if you're a sales rep. So we looked at that and we said, well, what would have to be true for this to actually happen?

And there's a bunch of things that would have to be true. Medicare and Medicaid would have to figure out payment models for services that were not done in a facility, for services that were done either at home or mediated technologically. You probably would have to have legislative action which says, hey, drugs delivered electronically are as legitimate as drugs delivered any what way.

And there's a bunch of things that would have to be true. Medicare and Medicaid would have to figure out payment models for services that were not done in a facility, for services that were done either at home or mediated technologically. You probably would have to have legislative action which says, hey, drugs delivered electronically are as legitimate as drugs delivered any what way.

And there's a bunch of things that would have to be true. Medicare and Medicaid would have to figure out payment models for services that were not done in a facility, for services that were done either at home or mediated technologically. You probably would have to have legislative action which says, hey, drugs delivered electronically are as legitimate as drugs delivered any what way.

So we went back probably two and a half years later, and we looked at those early warnings that we had developed back in the day. And what you saw was yes, yes, yes, and yes. In fact, a bunch of the things that we'd anticipated were now starting to happen. When it came time to saying, hey, do we need to hire a data scientist? The answer was yes.

So we went back probably two and a half years later, and we looked at those early warnings that we had developed back in the day. And what you saw was yes, yes, yes, and yes. In fact, a bunch of the things that we'd anticipated were now starting to happen. When it came time to saying, hey, do we need to hire a data scientist? The answer was yes.

So we went back probably two and a half years later, and we looked at those early warnings that we had developed back in the day. And what you saw was yes, yes, yes, and yes. In fact, a bunch of the things that we'd anticipated were now starting to happen. When it came time to saying, hey, do we need to hire a data scientist? The answer was yes.

When it came time to say, let's figure out what marketing looks like in a doctor-free environment. And there were a whole bunch of other things as well. For example, a lot of private physician practices were being sold to large players. You saw the disproportionate influence of the paying, the insurance companies, and, and, and, and. And so it caused them to take a real strategic shift.

When it came time to say, let's figure out what marketing looks like in a doctor-free environment. And there were a whole bunch of other things as well. For example, a lot of private physician practices were being sold to large players. You saw the disproportionate influence of the paying, the insurance companies, and, and, and, and. And so it caused them to take a real strategic shift.

When it came time to say, let's figure out what marketing looks like in a doctor-free environment. And there were a whole bunch of other things as well. For example, a lot of private physician practices were being sold to large players. You saw the disproportionate influence of the paying, the insurance companies, and, and, and, and. And so it caused them to take a real strategic shift.

And a very good one, you know, that it doesn't cost you anything to see what people are actually doing. So I'll never forget, I was some years back, probably in the late, right around 2000, I was doing some work with Nokia in a program called Choices, which was for the people that were in their new product development company. And at the time, I was working for a lot of telecom companies.

And a very good one, you know, that it doesn't cost you anything to see what people are actually doing. So I'll never forget, I was some years back, probably in the late, right around 2000, I was doing some work with Nokia in a program called Choices, which was for the people that were in their new product development company. And at the time, I was working for a lot of telecom companies.

And a very good one, you know, that it doesn't cost you anything to see what people are actually doing. So I'll never forget, I was some years back, probably in the late, right around 2000, I was doing some work with Nokia in a program called Choices, which was for the people that were in their new product development company. And at the time, I was working for a lot of telecom companies.