The unanticipated benefit of experimentation.

The innovation process has many faces, the one becoming increasingly accepted is that of constant, small scale experiments to see what works in the market, and what can be learned to improve the next iteration.

Sometimes when you experiment, something completely unanticipated comes up.

In the 80’s pharmaceutical giant  Pfizer was conducting clinical trails on a drug they had called Sildenafil, which was designed to address the chest pain associated with angina.

It was only marginally successful, and never went to market, but during the trials, a curious, and completely unanticipated side effect became obvious, and Viagra was born.


About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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