You may hate gravity, but gravity doesn't care.

There are other dimensions of biotechnology. If you think of biotechnology like the Internet, it's not a category - it's an infrastructure that can be deployed to sustain or disrupt. In health care, the most complex problems at the high end have to be dealt with in a problem-solving mode by the best, most experienced physicians you can find.

But actually theory is very practical. Gravity is a theory, for example. It allows you to predict that if you step off a cliff you will fall; you don't have to collect data on that.

Watching how customers actually use a product provides much more reliable information than can be gleaned from a verbal interview or a focus group.

Businesses want to think in terms of categories. Consumers want us to think in terms of their needs.

Justification for infidelity and dishonesty in all their manifestations lies in the marginal cost economics of “just this once.

If you ask the average guy on the street to name five companies that have truly transformed themselves over the few decades, Hewlett-Packard would be on everybody's list. You'd also put on this list GE and Johnson & Johnson.