Its purpose is not to replace existing functions, but to help executive leadership coordinate how those functions contribute to commercial success.
That shift changes the character of executive decision-making.
Questions about timing gradually give way to questions about evidence.
Questions about activity become questions about learning.
Leadership conversations become progressively less concerned with launching and increasingly concerned with understanding.
Commercialization develops through disciplined judgment, disciplined learning, and steadily expanding organizational capability.
At the center of that progression sits one essential concept.
Commercial learning.