control
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He just stood there, studying my framework like he was reading something I hadn't actually written.
"This is good," he finally said, which should have been satisfying but somehow felt like he was about to follow it with a "but."
"But?" I said, because I know how people work, and the tone in his voice suggested there absolutely was a but.
"But you're missing the story," he said, turning to look at me. "You've got the market position. You've got the consumer psychology. What you don't have is the reason anyone should care."
"The reason they should care is that Westbrook's medication is effective," I said. "That's the entire premise of pharmaceutical marketing."