How to develop a winning strategy

In 1989, British scientists at Pfizer created a truly ‘blockbuster’ drug. Known as silendafil citrate, the drug was supposed to treat heart problems and, by 1991, Pfizer had obtained a UK patent for this purpose. But as the scientists began testing the drug, they soon realised its desired impact was minimal. Surprisingly, they found, the drug had a notable side effect—it stimulated penile erection.