In this episode, host John Hinkle discusses with Mike Burrows the importance of new product planning, and how to effectively perform this vital element of the commercialization process. Mike is a life science industry veteran, primarily working at GSK in multiple customer-facing roles and extensive experience developing strategic plans across the lifecycle, including responsibility for international health economics.  Mike's expertise in the commercialization process while new pharmaceutical products are still in the drug development phase led him to start Burrows Life Science Associates, where he focuses on finding meaningful points of differentiation in crowded markets, informing clinical development strategies, and evaluating in-license candidates and estimating potential market values for in and out-licensing opportunities.