As marketers, our focus tends to be on innovation. Whether it be our products, the services around them or how we communicate with our patients, payers and professionals, we concentrate on staying at the leading edge for fear of being left behind. But to focus on one thing means to blur something else. Could we be neglecting something that will turn out to be mission critical? What could cause us to fail even while we launch advanced therapies, converge with information technology and create health economic value?