For most people, sales of $10 to $12 billion a year for a single product seems like a lot of money. In the pharmaceutical industry, a record like that qualifies the drug for the title of “mega blockbuster” because an “ordinary” blockbuster brings in $1 billion a year. Lipitor’s success in the pharmaceutical market is due to (1) a superior product; (2) a market ready to buy it; (3) great advertising; and (4) a generous price structure. Result: the most sales of any drug in history. This book tells how it happens and includes tips you may be able to apply to your own business.