"Pharmaceutical R&D teams are facing urgent challenges," ?What If! Co-founder Matt Kingdon and Director Jon Platt write in Samedan Ltd. Pharmaceutical Publishers. "Their big brands are tumbling over the ‘patent cliff,’ and the increasing burden of costs on governments and individuals to pay for the health care of an aging generation is hampering the launch of new drugs. Too often the chosen remedy is a contradictory mix of cost cutting and exhortations to up the output of successful new drugs." Most businesses, they write, are looking hard at how their creative engines can deliver more for less. So how can Big Pharma do it? For their insights around the role that passion plays in innovation, click here.