This document discusses four key things that pharmaceutical companies need to do in order to successfully innovate beyond traditional drug development. These include: 1) Obsessing over solving their customers' (the NHS) biggest problems like funding shortages and quality of care expectations. 2) Using customer feedback to guide the generation of new ideas. 3) Applying evaluation criteria for innovations that focuses on win-wins for all stakeholders, not just financial metrics. 4) Building partnerships to develop solutions by tapping existing specialist skills and technologies, rather than trying to do everything alone. Successful innovators will be those that understand customer needs best and consistently deliver broader value through partnership to address major healthcare issues.