Cigarettes will disappear in 10 yearsㅣPhilip Morris International Jacek Olczak
Summary
TLDRジェイシェク・オルチャックはフィリップモリス・インターナショナルの最高経営責任者です。同社は10年間にわたり、「世界から喫煙をなくす」というビジョンのもと、より安全な無煙製品への転換を目指してきました。過去に音楽家を夢見ていたオルチャックは、喫煙の有害性を認識しつつも、ニコチン依存からの脱却の困難さを実感。そこで同社は10億ドル以上を投じ、科学的根拠に基づく無煙製品の開発に注力してきました。彼は今後もこの変革の道を進み、世界中の喫煙者に新製品を提供し続けることを誓っています。
Takeaways
- 😀 フィリップモリスインターナショナル(PMI)は、安全で健康的な代替製品に事業を転換することを目指している。
- 🚭 PMIは10年前から、喫煙の危険性を減らす製品の開発に10億ドル以上を投資している。
- 🔬 PMIには現在1,500人以上の科学者が新製品の研究開発に従事している。
- 💨 PMIの最終目標は、世界中から燻製タバコを廃止することである。
- 🆕 PMIはIQOSなどの無煙製品で2,700万人の利用者を獲得した。
- 💼 PMIの事業変革は前例のない規模であり、さまざまな課題に直面している。
- 🌱 PMIは健康・ウェルネス分野への新規事業展開も視野に入れている。
- 🔍 科学的根拠に基づく代替製品の普及が、喫煙率低下の鍵となる。
- 👐 企業や個人には変革する権利があり、社会全体でその取り組みを支援すべきである。
- 🚀 確信を持って新しいことに挑戦し、消費者から学び続ける姿勢が重要である。
Q & A
ジャセク・オルチャックはフィリップモリス・インターナショナルの最高経営責任者ですが、彼の若い頃の夢は何でしたか?
-若い頃、ジャセクはバンドでベースギターを演奏していました。フィリップモリス・インターナショナルに入社しなければ、非常に成功したミュージシャンになれたかもしれないと述べています。
なぜオルチャックは英語を学ぶ動機がなかったのですか?
-オルチャックがポーランドで育った当時、「鉄のカーテン」の下にあり、外国に行く機会がなく、外国のメディアにもアクセスできなかったため、英語を学ぶ必要性を感じていませんでした。しかし、両親の強い勧めで英語を学びました。
フィリップモリスに入社してどのくらいの期間がたちましたか?
-オルチャックは30年以上前にフィリップモリスの財務部門に入社しました。
フィリップモリスの「スモークフリー」への取り組みはいつ始まりましたか?
-オルチャックの前任者たちは、科学的根拠や技術革新がない時代から、スモークフリー製品への投資を始めていました。しかし、10年前にフィリップモリスが公にスモークフリービジョンを発表した時には、多くの疑問や懐疑的な見方がありました。
なぜオルチャックはたばこ会社への入社を躊躇していましたか?
-オルチャックは非喫煙者で健康オタクだったため、たばこ会社から仕事を oferられることを想像すらしていませんでした。当初は、たばこ産業が科学的議論に参加することに懐疑的でした。
フィリップモリスのスモークフリー製品の開発にはどのくらいの投資がなされましたか?
-2008年以降、フィリップモリスはスモークフリー製品の研究開発と製造に100億ドル以上を投資してきました。
スモークフリー製品への移行は簡単なプロセスだったのでしょうか?
-いいえ、スモークフリー製品への移行は前例のない取り組みで、フィリップモリスは未知の領域に飛び込んでいます。しかし、ビジョンを信じ、消費者からの学びを積み重ねながら進化し続けています。
フィリップモリスの研究開発部門にはどのくらいの人員が従事していますか?
-研究開発センターには700人が従事していますが、グローバルで研究やサポートに携わる人員は1,500人以上に上ります。
スモークフリー製品への移行は、フィリップモリスのビジネスにどのような影響を与えていますか?
-現在、フィリップモリスの総収益の3分の1がスモークフリー製品から得られており、100億ドルの収益にもなっています。また、1,500人の科学者を擁するようになり、ヘルスケア・ウェルネス分野での新しい事業ラインも構築されつつあります。
オルチャックは、フィリップモリスのこれまでの取り組みとこれからの展望をどう捉えていますか?
-オルチャックは、これまでのスモークフリー製品への移行で大きな進歩があったことを認めつつ、今後10年間で更なる進展が期待できると信じています。多くの人々がこの進歩を積極的に評価し、マインドを開いてくれることを望んでいます。
Outlines
🎸 元ミュージシャンの道から企業人への転身
ジェイセック・オルチャックは、かつてミュージシャンを夢見ていたが、両親の勧めで英語を学び、フィリップモリスに就職した。30年以上にわたり、さまざまな役職を経験し、最終的に同社のCEOに就任した。たとえ新しい役割に移る際は難しさを感じたものの、同社のサポートのおかげで乗り越えることができた。若い頃から喫煙者だったが、有害性を認識していた。
🚭 喫煙問題の解決に向けた努力と医療・ウェルネス事業への進出
フィリップモリスは、10年以上前から科学的根拠に基づく健康被害の少ない代替品の開発に10億ドル以上を投資してきた。現在、研究開発の99%がスモークフリー製品に割り当てられている。喫煙による害を最小限に抑えるため、喫煙者に対し「喫煙をやめる」か「スモークフリー製品に切り替える」ことを促している。代替製品の浸透には課題もあるが、着実に進展している。将来的には、ニコチン離れも視野に入れつつ、医療・ウェルネス事業にも進出する計画がある。
🌱 社会の健康増進への貢献と企業変革への自信
同社はこれまでに2000万人以上の喫煙者をスモークフリー製品に切り替えることに成功した。喫煙率の大幅な低下に貢献できたことは大きな達成であり、今後さらなる進展が期待されている。一方で、外部から十分な支持を得られていないことが課題だが、変革を続ける決意は固い。喫煙問題の解決に貢献できれば、喫煙者本人のみならず、家族や社会全体の健康増進につながる。リスクを恐れずに新しいことに挑戦し、消費者から学び続けることが重要である。同社には10億人を超す喫煙者への貢献の大きな機会があり、その実現に全力を尽くす。
Mindmap
Keywords
💡無煙化する
💡安全な代替品
💡行動変容
💡科学的根拠
💡変革
💡ニコチン
💡信頼
💡規制当局
💡健康とウェルネス
💡機会
Highlights
Philip Morris International has been transforming its purpose to 'unsmoke the world' by replacing cigarettes with safer smoke-free alternatives over the last 10 years.
Jacek Olczak's parents persistently encouraged him to learn English despite living behind the 'Iron Curtain', which proved invaluable for his career at Philip Morris.
Olczak admits change is difficult, but Philip Morris helped navigate his career transition from finance to becoming the CEO.
Philip Morris started investing in smoke-free products before the science and technology were ready, driven by a desire to address the harm of smoking.
Initial skepticism surrounded Philip Morris's vision to go smoke-free, raising questions about the science, consumer acceptance, and the company's motives.
Around 2008, advancements in battery technology and science enabled Philip Morris to accelerate its development of smoke-free alternatives, investing over $10 billion since then.
99% of Philip Morris's research and development resources are now focused on smoke-free products, completely divesting from cigarettes.
The company's ambition is to phase out cigarettes worldwide by applying the principle: 'If you don't smoke, don't start. If you smoke, quit. If you don't quit, change' to scientifically substantiated smoke-free alternatives.
Philip Morris's IQOS product has shown clinical improvements in cardiovascular and respiratory diseases compared to cigarettes, with the potential for significant cancer risk reduction over time.
After 9 years, IQOS has gained 27 million users worldwide, demonstrating consumer acceptance of smoke-free alternatives.
Philip Morris's transformation is unprecedented, requiring an open-minded approach, continuous learning, and adaptation to navigate uncharted territory.
The company has built a team of over 1,500 scientists focused on researching and supporting smoke-free products, a transformation from its previous lack of scientific focus.
In 2020, Philip Morris received authorization from the U.S. FDA for reduced exposure claims for its IQOS product as a Modified Risk Tobacco Product, marking a significant milestone.
While replacing cigarettes with smoke-free alternatives is the current focus, Philip Morris is also exploring new lines of business in healthcare and wellness, leveraging its scientific capabilities.
Olczak encourages open-mindedness and judgment based on Philip Morris's current actions and progress in resolving the smoking problem, rather than holding onto past perceptions.
Transcripts
My name is Jacek Olczak. I am a Chief Executive Officer of Philip Morris International. So,
Philip Morris International for many years, has been known as the cigarette maker, the global
leader in the cigarette category. And for the last 10 years, we've been known as the company
which wants to transform its purpose fully to “unsmoke the world”, to replace the cigarette with
safer and much better alternatives, the smoke-free products, different categories and so on.
When I was younger, I was playing in a band, I was playing on the
bass guitar. I actually think if not for Philip Morris, I could have been a very successful
musician. What was my motivation to learn English at that time? My motivation was zero, but there
was a huge persistence of my father and mother who were forcing me to learn English. And I was
questioning what was the purpose of learning the language which you have no opportunity to use?
Because Poland as you know, we're behind the “Iron Curtain” and you know, you couldn't travel,
you didn’t have any access to the foreign media etc. So
fast forward, actually, I owe it very much to my parents that I caved in,
and I listened to them and learned the language.
I joined Philip Morris more than 30 years ago in the finance department. I always wanted to have a
finance career, and Philip Morris has somehow helped me realize the
other aspects of the business than just the finance. So I
was moving from operations to sales, many other roles in the company and
then you know, fast forward really fast forward 30 years later,
I am a Chief Executive Officer. I don't regret anything to what has happened to me,
but I do admit that very often when I was changing roles, I found it very difficult to change. Change
is not something which we like to do, we always will
admit and claim that we are open to changes, but the reality is,
we don't like to change. Somehow with the help of Philip Morris,
they navigated to help me navigate my career. So, I ended up what I am
now. I learned how
to smoke when I was in the last years of my university, so it was before Philip Morris,
and I was a smoker for more than 20 years. My predecessors started investing into the smoke-free
products, still when science was not there, and technology innovations
was not there, but we had the desire to address the problem
of smoking. So, if you know that the cigarettes are so harmful, is there
a way that you could reduce the harm created by cigarettes? 10 years ago, when we started sharing
more with the public, our vision to go smoke-free and we're
showing and demonstrating the product, and there were more questions than
answers and a lot of people were skeptical. Will it work? Will it be
accepted by the smokers? What is the science behind it?
So, I joined PMI about five years ago. It was a difficult decision because I'm not a smoker. I'm
a health freak, and I was not even thinking that a tobacco company would have their eyes on me.
There is a lot of skepticism, distrust and maybe even dislike, because oh my gosh, what is the
tobacco industry doing in a scientific debate? And I have to admit I was one of those people. When I
came to interview for the company, I was like, ‘if they think I';m going to
say smoking doesn't cause death and disease, they're completely wrong’.
So, look, there's been a debate around better alternatives to cigarettes in the US since the
70s, the 80s the 90, there's even books written about it in the late 90s, one of them was called
‘Clearing the Smoke’, simply because we've known for decades that cigarettes cause diseases and
are addictive. So, the question, ‘can we do something for those who don't quit?’,
has always been there. What was missing was the technology, the science to come up with that
alternative in a way that consumers like. But it's approximately in 2008, that we realized,
we could do it. The battery technology had evolved. The science had evolved. We realize
at the time that we could invest more and accelerate the pace of change and we've
invested over 10 billion dollars since 2008, in research development, manufacturing.
99% of our entire R&D, research, development, product development, etc. the resources are today,
behind the smoke-free product. So, we completely de-invest in cigarettes,
because we perceive, we consider the faster we get rid, frankly speaking, of cigarettes,
the better it is for the public, for the smokers, for the people and for the company.
First, you know, growing up, I thought once people know that smoking is bad for you, it will just
disappear. Then as I went through my education and into my career, I realized despite the fact
that smoking is harmful, people continue to smoke. That's the hardest thing to get as a scientist. If
you put the science out there that proves smoking is bad, you think you've solved the problem. So,
coming up with a product that's less harmful is one thing, but actually convincing people to make
that tough behavioral change and actually giving up cigarettes is even harder. That was the biggest
challenge that we faced. But even as a scientist realizing that you have to face, it was difficult.
The ambition of the company is to basically phase out cigarettes around the world. And how do we
phase out cigarettes? We do it by applying the position of the company. “If you don't smoke,
don't start. If you smoke, quit. If you don't quit, change.” And this means change
to smoke-free products that are scientifically substantiated to be better alternatives.
Cigarettes are something that's harmful for you, and IQOS has a number of benefits. If
you think about the three families of smoking related diseases, when it comes
to cardiovascular diseases, you immediately see clinically, the improvement. Respiratory,
same thing because you don't have solid particles that stick to your lungs. On cancer,
you will need more time because those diseases develop over time, but all what we see, points
in the direction of a significant reduction. So ultimately the change is real. I mean,
if you ask if you have friends who used to smoke and move to IQOS, ask them how they feel.
When these smoke-free products were first commercialized under
the brand IQOS in Japan and in Italy, nine years after,
there are 27 million users of IQOS around the world. When you talk to an
Well, we’re always going to the completely new territories, to the unchartered waters. Nobody
has done such a transformation. Nobody has done a transformation at the scales and the size of
our company. So yes, obviously as you know a lot of things ahead of your organization,
so you can demonstrate to yourself even that this vision has the high degree of realism
that this is realistic vision. However, the fact of the life is you're jumping into the territory
which nobody has ever jumped before. But if you believe into something, it actually prompts you
to have this courage, to build on this and you have to be very open-minded in a sense. You are
making a lot of assumptions. You have to verify them in almost in a real-time, take a lesson,
incorporate, improve, improve, improve. So, what we know about the smoke-free products,
compared to what we knew 10 years ago, we'd most likely wouldn't start the transformations
10 years ago, but the fact that we know so much about the smoke-free products today,
is because we started 10 years ago. Learn how to swim without going to the water without knowing
how to swim. You might watch YouTube, but you only have a perception of the view on how to swim. So,
each of us have learned swimming by stepping into the water without knowing how to swim. And this
is exactly what is happening in Philip Morris, what happened to Philip Morris 10 years ago.
We have about 700 people that work in this R&D center, but as a company we have now over 1,500
people globally that either are doing science doing research or supporting the company in
order to allow us to do the research. When I started here at PMI, I was really in charge
of building a data management and biostatistics function that could do the clinical research,
which ultimately was submitted around the world to regulators to allow the product to be marketed.
When I started with the company, we were doing maybe one clinical trial every couple of years
and we built up the organization to be able to conduct eight clinical trials in parallel. So,
a complete transformation and focus on science, for an organization who's never been that focused
on science before. And in the end in 2018, I got to defend the science to the US FDA’s Tobacco
Products Scientific Advisory Committee, so I got to answer all the questions that they asked. I got
to defend the science and ultimately, in 2020, we got the authorization for a Modified Risk Tobacco
Product(MRTP) with reduced exposure claims. And I think that was my most exciting moment.
It will take decades to eventually get to a point where people abandon cigarettes. We can't really
tell if they will abandon nicotine as well but at some point, that may not become the
issue anymore. For now, we need to be focused on replacing cigarettes with smoke-free alternatives,
but in parallel we're building a new line of business because now we have 1,500 scientists
who work with us full time. We have capacity, capability that we didn't have before with both
companies in the healthcare and wellness space. So, we're actually also building
a new line of products in the healthcare and wellness that potentially will become additive
to what we already have. But again, I think speculating further than a few decades would
really be too much. And humanity has always used nicotine, so let's see where it ends.
You could still have an opinion about the companies from the past, but it's also I think,
needed that you know, your people open their minds and judge us what we are doing today and how much
already we contributed to resolving the problem of smoking, rather than keep on telling us that
we shouldn't trust the tobacco company. At the end of the day, it’s not the company, but it’s
the people who are in the company. You watch the actions, you judge them on the actions,
and you have to go in and reformulate your opinions. Everyone. Everyone has the right to
change. When they're depriving either individuals or the companies from the right to change to
transform, this is actually slowing the progress with the negative consequences in the society.
The key achievement is that somebody would have told us 10 years ago that “we will have more
than 20 million fully converted IQOS users, that we’ll have a $10 billion revenues coming
from smoke-free products, that we will have 1/3 of our revenues from the total group which is a
very large company coming from smoke-free products”. You would be skeptical on how
realistic it is. So, I think we have made so much progress on the smoke-free journey so far,
despite the fact that here and there, one could expect maybe we should get the more support.
But we're not complaining. However, I think that also comes now the next 10 years period,
that I think that more people should be happy of the progress which we have made and I’m not
talking people in the company but the people externally. Being encouraged that many markets
will have reduced the smoking rates by the degree which was never achieved in the past by deploying
all the conventional ways of addressing the problem of combustible smoking. People should,
more people should open their minds and look very objectively what we have and what big
opportunities for everyone around. Because not only the smokers, or people who smoke but also
the families, the kids, the wives, the husbands, everyone around somehow is impacted by the problem
of smoking, and therefore we should all celebrate the progress that we're going smoke-free.
I am not that much worried about the prospect of Philip Morris. But my objective today is
focus on what we have achieved today and build on a current success. There
are still more than a billion smokers in the world. With us converting today,
fully converting 20 million smokers, we barely scratched the barrel of the
opportunities which lies in front of Philip Morris, and it’s my job that we stay on this
course and it’s very important in the business also that you have a one mega big opportunity
and make sure that you’re very successful in addressing this opportunity. There might be
other opportunities which are popping up on the longer time horizon. So, you keep them a little
bit aside. It doesn’t mean that you don’t invest but you cannot reprioritize and lose the focus of
what is the immediate biggest opportunity in front of us and also for the society.
Well, if you believe in something, go for it. You know, we sometimes try to overcomplicate
the things in our thinking, not realizing that there is a degree of the thinking and that really
is the design of the product, service, process etc. that you will never have a 100% guarantee
that something can be successful. If you add the 60-70% sort of probability that this might
lead to the you know to the success product, go for it. Because the rest you will learn from the
consumers, and the faster you go and serve the consumer, then you start improving and learning.
And very often people are worried that there is a risk of the failure, but the fact that you're
not doing anything is the highest risk of the failure because you essentially change nothing.
So, if you believe into something, you do your homework, you go and run. And you're going to win.
###
5.0 / 5 (0 votes)