As MBA professors endlessly tell their students, companies do best when they stick to what they do well. There's a reason Apple doesn't make blenders. There's a reason Haagen-Dazs doesn't sell meat. And there's a reason drug companies should focus on saving and improving lives - not jeopardizing them.

Scarily, football helmets, which do a fine job of protecting against scalp laceration and skull fracture, do little to prevent concussions and may even exacerbate them, since even as the brain is rattling around inside the skull, the head is rattling around inside the helmet.

The brain sits snugly inside the skull, but it's not a completely flush fit - there is still a layer of fluid between bone and soft tissue that serves as a natural shock absorber. Some shocks, however, can't be absorbed, and when the head gets clobbered too hard, the brain can twist or torque or rattle around inside its skeletal casing.

Jeffrey Kluger Quotes