In 2009, Eli Lilly CEO John Lechleiter introduced a new drug development strategy called the Development Center of Excellence. The center's mission is to help target funding towards projects that were going to produce drugs soon, which Lilly desperately needs. The problem is, science doesn't generally bend to the will of CEOs or planning documents. And Lilly's plan cries out of a company racing to crank out a blockbuster and staring down competition from newly merged, super-sized competition.
Sort of reminds one of the "invent" strategy at Hewlett-Packard. After the fact, Fiorina had written: "The HP Way was being used as a shield against change," but the "invent" campaign was a flop. You gotta do more than talk.