Spilker B
Scientific and Regulatory Affairs of PhRMA, Washington, DC, USA.
Drug News Perspect. 1998 Oct;11(8):453-7.
Reality has many faces, depending on who is judging or describing a situation or event. A person's view of reality is strongly influenced by his or her perceptions, values, biases and beliefs, and reality is therefore a relative term. Even the ability to determine the reality of an object through objective instruments and measures is limited. Most people accept the principle that there is not a single absolute reality about an event, but many realities which depend on the perceptions of the observer. Reality can be shaped in various ways: governments often attempt to shape reality for their citizens; myths and misconceptions abound; and personal activities influence our beliefs. Trying to understand reality teaches one to understand that there is no single reality or truth and no simple answer or approach to achieve a full understanding. In the pharmaceutical industry, to develop pharma sense, one must understand the universe of perspectives that can be brought to the specific issue or question being addressed.
现实有许多面孔，这取决于谁在评判或描述一种情况或事件。一个人对现实的看法会受到其认知、价值观、偏见和信念的强烈影响，因此现实是一个相对的概念。即使通过客观工具和测量来确定一个物体的真实性的能力也是有限的。大多数人接受这样一个原则，即关于一个事件不存在单一的绝对现实，而是有许多取决于观察者认知的现实。现实可以通过各种方式塑造：政府常常试图为其公民塑造现实；神话和误解比比皆是；个人活动影响我们的信念。试图理解现实会让人明白不存在单一的现实或真理，也没有简单的答案或方法来实现全面理解。在制药行业，要培养制药意识，必须理解针对正在处理的特定问题或疑问所能带来的各种观点。
