High fit

Volume demonstrates how Leonard Saltz adjusted how strongly he projected his medical opinions into the world. Previously, he kept his concerns about drug pricing within the medical community. When faced with Zaltrap's outrageous cost for minimal benefit, Leonard turned up his volume by writing a public op-ed in the New York Times and announcing Memorial Sloan Kettering's boycott. This louder projection of his professional judgment immediately got Sanofi's attention and resulted in a 50% price reduction.