The Power That Industry Lexicon Has To Support Change

By Penelope Przekop

“What’s in a name? That which we call a rose By any other name would smell as sweet; So Romeo would, were he not Romeo call’d, Retain that dear perfection which he owes Without that title.”

Act II, Scene ii, Romeo and Juliet

These lines encapsulate the tragedy and central struggle of Shakespeare’s play. Its powerful truth has carried the Bard of Avon’s brilliance from one generation to the next, yet the opposite ‘tis true in pharma.