Before you even THINK of opening the spreadsheet…

  Pharma forecasters have an important job to do.  They have to create forecasts. And they need to be good ones. But often the briefing information is something like: “We need a 10 year forecast for our Brand ‘Brill’ which will be launched in 2 years’ time’.  We need it by the end of next week. Your time starts now.’…

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