Why are they doing this? Well, this “social experiment” aims to see if couples can form meaningful relationships without being able to see each other. By meaningful, I mean to the point of a marriage proposal in some cases. Imagine being unable to see someone and relying entirely on questions and answers to ascertain whether or not you are a match. Not your typical Friday night social meet and greet.
You may be wondering what this concept has to do with IDEA Pharma. Stick with me.
Consider the process we go through when choosing where a new molecule or asset should or could go regarding its developmental destination. Often our conclusion can be based on a series of deductions made along well-trodden paths, and there are generally challenges along the way.
For example;
Decisions can be taken superficially based on features and outcomes we want. However, our desire for a specific result can create bias leading us to known/desired/familiar therapy areas and indications. Ultimately, the decision made under these conditions may not be the best. Therefore, this thought exercise raises some crucial questions.
Could we make choices “blind” to bias, including potential choices outside of our expectations?
Is it possible to learn about a specific molecule and where it could go without prejudged assumptions?
Would such an approach allow for a better pathway in development– a more meaningful choice of end destination?
Can we learn from the contestants’ experiences on Love is Blind to introduce a new set of decision-making filters (or remove existing ones) when planning new products?
If the answer is yes to any of these questions, we would consider all options (potential partners) without prejudice.
The burning question is, how blind is love?
Let’s ask Greg…
Greg’s dating bio says he hasn’t found a partner because of option paralysis. He has too many choices and finds it impossible to know who will be “the one”. Indecisiveness leads Greg to date superficially, reverting to a “type” defined by primarily by physical features to determine a right or left swipe on his dating app.
FIVE-X and optional paralysis (choice overload)
FIVE-X is an in-house methodology which enables teams to explore path-to-market options systematically and creatively. FIVE-X does not demand an all-or-nothing decision. Instead, the system creates options and evidence for more effective strategic consideration at a portfolio level.
Lifecycle plans are contingent decisions rather than a set-in-stone modus operandi. The approach encouraged by the FIVE-X system steers us away from what we expect. Innovating through FIVE-X means developing an open and creative opinion as to what the new product could be.
As with dating, every approach has its snags. An open-minded approach can lead to choice overload. In such cases, there can be a tendency to lock down on the first viable option. Given the wealth of potential partners that FIVE-X provides for a molecule, we should maintain a “pre-decision” state for as long as possible. The wise course of action is considering as many viable options as possible. By taking this approach, many options will prove themselves unsuitable over time. Not only will we avoid Greg’s optional paralysis and bias, but we will end up with the best all-around match.
FIVE-X encourages a measured and fully informed approach. However, the system does not make your decision or force you into a decision-making process. Instead, it provides suitable alternatives. As a result, when you make your final choice, you can be confident that it is informed and likely the most powerful one.
Asymmetric learning
When dating blindly in their pods – contestants talk intensely with their matches. That’s all they do, 24/7. They keep their options open for the duration of the program, desperately trying to find out all they can about their potential partners. But, when it comes to the grand reveal, their choices result from more than physical attraction or familiar bias.
Greg needs to know everything about his potential bride-to-be. He needs to justify his decision to propose retrospectively – especially if they don’t fit his physical ideal when he eventually opens the curtain. By thorough consideration, open-mindedness, and rigorously tested answers, both parties can be assured that the match is perfect, regardless of preconceived ideals.
Asymmetric learning is knowing more about your molecule and its potential than you might ordinarily have. Thorough consideration of all possibilities is the benchmark approach. Our learning path should focus on what is possible rather than what we think we need to know.
Assumptions can limit an open mindset, even with the best intentions. Instead, we should take the time to figure out where our potential partner (molecule) could go, considering their dreams and aspirations. We should be bold and see what lies beyond the narrow box we may have defined for them at the outset.
Is this love or human-based bias?
After much careful consideration, it is time for Greg’s final decision – who will he lock in for marriage from the two or three potential matches? Ultimately, his choice is made based on emotion and gut instinct and is defined by the emotion he calls “love”. (Really?after all this process?)
In research and clinical development, as well as strategic product planning “love” (AKA irrational human-based bias) will push a decision in a specific direction using above-molecule considerations, such as politics, strategic fit, company culture, organisational structure and direction.
IDEA works to keep the “Pods” open longer, encouraging continued and deep learning about an asset, to enable decision-making through purely objective choice rather than subjective bias. We seek to avoid progression-seeking behaviour by critically evaluating the following:
Optionality quality – what options have we got
Evidential quality – how do we know if they are useful
Decision quality – what do we need to know to make a good decision (and how to define “good” within the context of our project).
Greg’s proposal
So Greg decides to propose to someone. (based on his limited time, opportunity and human-based biased decision processes). The world waits to see how that will go.
Regarding your decisions, IDEA provides quality options but can only get you out of paralysis if you are prepared to take additional steps.
How to elevate decision-making beyond the restrictions of human bias is one such area that we need to consider.
Is it possible to introduce some objectivity into the final stages of molecular marriage-making? Decision Science is something we are considering developing here at IDEA Pharma.
Stay tuned for feature articles showcasing concepts around improving our decision-making process. These will include implementing Decision Theory and determining what tools are available to support your decision-making.
…although we should clarify that we will have to leave love and dating to you.
