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Just Articles - The Defining Moment: The Straw That Stirs The Drink Of Motivational Leadership (Part Two)
In Part One, I described the importance of establishing deep, human connections with people you lead. I said there were three ways to do that, by communicating information, by making sense, and by having your experience become their experiences. By far, the most important and most effective way, is the latter.
N
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According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ow I'll show you how to make that happen by developing and communicating a defining moment.
Write down three to five of your EXPERIENCES that made a strong impression on you. Describe each in a few sentences or paragraphs. That's it. Do no more. The important thing now is to deliberately walk through the sequence
Write down three to five of your EXPERIENCES that made a strong impression on you. Describe each in a few sentences or paragraphs. That's it. Do no more. The important thing now is to deliberately walk through the sequence
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
of defining-moment development. It's easy to get off track, but once you take the trouble to go through the process, you'll have it for life.
For instance, an experience that defines much of what I do in leadership happened when my father lay on his deathbed. He and I had struggled for years over conflicting views
For instance, an experience that defines much of what I do in leadership happened when my father lay on his deathbed. He and I had struggled for years over conflicting views
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
of my career path, but when he got cancer, the terrible disease led to a healing in our relationship, and for the first time in years, we were able to talk with affection and no recriminations. During a long discussion one afternoon a few weeks before he died, I told him that I felt I had run out of opportunities
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n my life.
His thin hand, which had been so broad until he became ill (He came from a family of hulking carpenters.) closed around mine, and he said, "Brent, how can you say that? Everyone has opportunities all the time. Look at me. Even me, here, on this bed — even I have opportunities!"
I didn't think much abou
His thin hand, which had been so broad until he became ill (He came from a family of hulking carpenters.) closed around mine, and he said, "Brent, how can you say that? Everyone has opportunities all the time. Look at me. Even me, here, on this bed — even I have opportunities!"
I didn't think much abou
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t what he said until after he died, and then his words kept coming back to me. Sort of breaking open in my mind like psychological time-release capsules and releasing bits of understanding. I came to understand what he really meant. And I took that understanding into my life and work.
Since then, I have never la
Since then, I have never la
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
cked for opportunities — simply because my father had me see that opportunities are never lacking — nor have I allowed the leaders I've worked with to lack opportunities.
"Even I have opportunities" is a defining moment, an experience, one that led to profound awareness and purposeful action — not for my sake, but
"Even I have opportunities" is a defining moment, an experience, one that led to profound awareness and purposeful action — not for my sake, but
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
for the sake of the leaders I'm consulting with. For the defining moment's purpose is not to illuminate what you can do, but what they can do.
Now that you've written down some defining experiences, you can begin to change them into defining moments. The experience is the raw material; the defining moment is the
Now that you've written down some defining experiences, you can begin to change them into defining moments. The experience is the raw material; the defining moment is the
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nstrument, shaped from the raw experience, that enables you to reach into the hearts of the people you speak to and motivate them to take action to get results.
1. Select an audience to speak to. It can be one person or many. It can be someone at work, in your family, or in your social circle. This should be an im
1. Select an audience to speak to. It can be one person or many. It can be someone at work, in your family, or in your social circle. This should be an im
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
portant interaction. You don't simply want to communicate but to have a communion with the audience.
Don't expect the defining moment to automatically generate that communion. Often, it simply marks a small step you're taking in that direction. But that step is the very core of the right beginning.
2. Identify th
Don't expect the defining moment to automatically generate that communion. Often, it simply marks a small step you're taking in that direction. But that step is the very core of the right beginning.
2. Identify th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e needs of the audience. This is absolutely crucial to using the defining moment. The defining moment is all about human relationships, and you cannot have a rich relationship with someone unless and until you understand their needs.
3. Once you've chosen an audience and identified their needs, go back and select
3. Once you've chosen an audience and identified their needs, go back and select
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
one of the EXPERIENCES you wrote about.
At this point, don't try to connect that experience to what you are going to say to your audience. We'll make that connection later. Many speakers try prematurely to make the connection. In doing so, they short-circuit the power of the defining moment. Hold off on making the
At this point, don't try to connect that experience to what you are going to say to your audience. We'll make that connection later. Many speakers try prematurely to make the connection. In doing so, they short-circuit the power of the defining moment. Hold off on making the
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
connection until we've gone through a few more steps.
4. Take each experience and identify the physical facts that gave you the emotion. In my father's case, it was his hand squeezing mine and his smile and gentle words, "... even I have opportunities."
5. Have the experience be a solution to the needs of your au
4. Take each experience and identify the physical facts that gave you the emotion. In my father's case, it was his hand squeezing mine and his smile and gentle words, "... even I have opportunities."
5. Have the experience be a solution to the needs of your au
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
dience. That solution lies in the lesson the defining moment teaches.
Here is the secret: The defining moment exists not for you to point out what you did, but for you to point out what the audience can do. In other words, your defining moment must become their defining moment. If it doesn't become their defining
Here is the secret: The defining moment exists not for you to point out what you did, but for you to point out what the audience can do. In other words, your defining moment must become their defining moment. If it doesn't become their defining
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
moment, it doesn't work.
Take, for example, my defining moment with my father. All the leaders I've worked with need to get more results than they're presently getting. In fact, the leader who is satisfied with the results he or she is getting doesn't need my help. My methods are not for the satisfied leader. To a
Take, for example, my defining moment with my father. All the leaders I've worked with need to get more results than they're presently getting. In fact, the leader who is satisfied with the results he or she is getting doesn't need my help. My methods are not for the satisfied leader. To a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
n audience that needs to get more results, I talk about opportunity, the opportunity to get results. Results are limitless!
When I talk to audiences about such opportunities, I use that defining moment. I say, "What I'm about to tell you isn't so much about me as it is about you and the unlimited opportunities to
When I talk to audiences about such opportunities, I use that defining moment. I say, "What I'm about to tell you isn't so much about me as it is about you and the unlimited opportunities to
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
et results." That introduction is vital. It confirms that our interaction is about them and not about me. When my father's words resonate with their deepest needs, the defining moment works. Otherwise, it's a waste of their time.
6. Speak to your audience about your defining moment. Make sure it holds a solution t
6. Speak to your audience about your defining moment. Make sure it holds a solution t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o their needs. Don't have your defining moment stick out awkwardly in your interaction. Have it be a spontaneous, seamless communication said in a natural, relaxed way.
As a leader, you do nothing more important than get results. And the best way for you to get results is not to have people respond to your orders
As a leader, you do nothing more important than get results. And the best way for you to get results is not to have people respond to your orders
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
but to motivate them to be your ardent cause leaders. We never know how good we are as leaders unless we are motivating people to be better than they think they are. The defining moment goes a long way in helping make that motivation possible.
2005 © The Filson Leadership Group, Inc. All rights reserved.
PERM
2005 © The Filson Leadership Group, Inc. All rights reserved.
PERM
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ISSION TO REPUBLISH: This article may be republished in newsletters and on web sites provided attribution is provided to the author, and it appears with the included copyright, resource box and live web site link. Email notice of intent to publish is appreciated but not required: mail to: brent@actionleadership.co
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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