CHAPTER 4
Map the Strategic Journey
Words without action are the assassins of idealism.
—GEORGE SANTAYANA
IN 2011, the La Jolla–based regenerative medicine company Advanced BioHealing was growing at a rate of 30–40 percent a year. After the company bought the rights to a bioengineered skin substitute called DERMAGRAFT®, a leading treatment for foot ulcers in people with diabetes, its revenues exploded from $9 million in 2007 to $147 million in 2010.
DERMAGRAFT® requires prompt delivery within extremely tight time constraints and insists that its product remain at –75 degrees Celsius. People who handle it in highly sanitized environments must cover themselves head-to-toe with white suits, gloves, shoe covers, and masks. Packages ready for shipment ...
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