To Ace Your Product Launch, Don't Fail At Market Access

By Fiza Bari and Jayne Hornung

Imagine that it’s senior year of high school, and you show up to chemistry class completely unprepared for the midterm exam — a midterm that’s worth half of your grade. Instead of studying the periodic table, you spent the previous evening rehearsing your choir solo. And while extracurriculars are important, messing up a few lyrics during the fall recital won’t have the same ramifications on your GPA and college opportunities as bombing that chemistry test.