Lipitor, the best-selling drug of its era, made less than $1bn in its first 12 months on sale. Which drug had the best first year ever? My new positioning book tells the story of what the first 12 months tell you... The industry studies these launches for lessons in execution, when most of what they share is timing against a queue nobody built. https://lnkd.in/p/e5pPxpD6