We set goals. We're really goal-oriented. Since we don't have a lot of competition in the South Bay, the boys kind of race against each other.

Setting realistic goals and having a well-thought-out plan is important. Generic competition in any given market is inevitable. Start your next- generation drug development early -- just after product launch -- and be ready to show patients that the benefits gained from the scientific advances of a next-generation drug outweigh the savings that come from switching to generics.

Goal today: To beat my personal best! The "other guy" is not my concern... ...or competition!

They've definitely stepped it up. They're motivated by the boys and they want it just as badly as the boys.

Really, we won't be on every corner like some concepts. The competition that's out there now, which is not even close to what we are doing now, is doing fantastic. Our typical customer is a white collar worker who wants something decent for lunch and is trying to stay away from the fast food.

Lack of direct competition allows for lower spending. Me-too brand teams must make a name for their drug in a market with better-known, already- existing drugs. First-in-class teams are pioneers with the luxury of molding a new market for their drug.