I once worked with a pharmaceutical company that had launched a new product that was very important to the company’s future. It was the latest entry among a very promising new class of heart drugs, and the three drugs that had launched before it were selling very well. But after almost 2 years on the market, my client’s drug was struggling, garnering only about 4% of the market, despite almost $100 million in marketing spend, and more than 1,000 sales reps pounding the pavem