“That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
- Steve Jobs

Of course, simplicity with focus worked great for Steve, so why wouldn’t it work for pharma?  I think we have to go back, focus on what we do best and strip it down to it’s simplest form.  It is harder than you would think.  The tendency is to strip it down, but overthink it and start adding back in all the crap you took out.

I worked with Seth Godin a number of years ago on site at his office, specifically on our e-sampling sites.  I put my site up for his review and he tore it apart.  And I remember to this day Seth saying, “Janet, if you want the doctor to order a sample, put it right in front of his face.  Like you would put the banana in front of a monkey.”  Awesome.  So, we revamped our sampling site and hot damn, he was right.

So, we’re relaunching SampleServer^®, our very focused, elegantly simple e-sampling program, coming to you via any screen you choose.  And I can see Steve smiling now, as pharma mountains are moved.