Another helpful concept here is Moore’s crossing the chasm. Moving innovation from early adopters to the early majority requires that we recognize that the pragmatists don’t engage until they see their peers adopting. Ultimately that’s what changes the risk profile; if other Big Pharma are doing it, then somebody must have already done the legal due diligence and I won’t get fired.

This suggests that we do a better job of sharing successes with each other so we develop a portfolio of examples of “people like us” that are innovating.