AstraZeneca's success is based on turning good ideas into innovative, effective medicines. We believe innovation isn't just about research and development. We encourage creativity in everyone in all areas, because the more good ideas we have, the more we can add value for those who benefit from our business. This means giving people the confidence to question assumptions and systems, to challenge each other and build on new insights. 'We have always done it this way' is the best reason to think again.