Lynn Ridzon's “ah-ha” moment came early on in her career. It was the early 1990s and Ridzon was working as a planner in the marketing and communications department of Princeton, N.J.-based Squibb Corp. The company had just gone through a merger with Bristol-Myers Co. and things were a bit chaotic. “I was in my office and a colleague came in and said to me, ‘I think you need to know something,’” recalls Ridzon. Her friend informed her that at a recent meeting, someone had inquired about what ...

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