Read the Exubera and Nice case at this link:

https://www.coursehero.com/u/file/192540913/Exubera-and-Nice-Casepdf/

Then provide a response to these questions.

Assume you are applying for the Director of Customer Discovery role at Pfizer. Make a thorough memo to the senior executive at Pfizer with the following information:

1. The lessons learned from the Pfizer Exubera case.
2. What do you think Pfizer should have done differently?
3. Who you would want to talk to for customer discovery? Describe the specific medical and demographic characteristics of three customers you would like to talk to.
4. List three questions you would ask as part of the customer discovery.
5. For your team customer discovery interviews, who do you foresee that you will interview?