The gap most teams never map – and the cost to your team

Published 2 September 2026

Author(s): Laragh de Bhulbh

Earlier this summer a company came to me to explore Medical Education opportunities in their therapy area in a particular market. There was a very real concern that they didn’t want to re-invent the wheel and rehash work they had already done. On one of the surprisingly few wet and cloudy days we had this summer in Ireland a cross-functional team flew into Dublin for a strategy workshop. I guaranteed they would walk away with a clear plan for the next 6 months at a minimum that would maximise any resources they had.

Before we move on, think of a project you have coming up between now and the end of the year. Ask yourself the following questions:

• Was this in the strategic brand plan submitted last year?
• Is it a stand alone project or part of a bigger initiative?
• What specific shift in knowledge or behaviour will it drive?
• Can you measure this change?
• Does it address a specific gap?