Lars Sorensen is confident that the demand for his products will continue to increase due to the global rise in obesity leading to type 2 diabetes. However, he faces challenges in negotiating prices for insulin and other diabetes treatments with cost-conscious reimbursement authorities worldwide. Despite facing difficulties, Sorensen remains optimistic about the company's long-term growth goals but acknowledges the increasing competition and pricing pressures in the market. Novo Nordisk's success in achieving double-digit sales growth has been impressive, but falling short of market expectations has raised concerns among investors. Sorensen emphasizes the importance of finding the right pricing strategy to maintain the company's growth, especially in the face of increasing competition and pricing challenges in the healthcare industry. The climate is shifting for Novo, as they have lost a major US managed care contract with Express Scripts due to cheaper competition to Victoza. In Europe, where austerity measures are in place, there is resistance to paying for Novo's new drugs at the premium prices they are asking for. Despite these challenges, Sorensen, the CEO of Novo, is determined to price their innovations at a premium to fund future innovations. He is unwavering in his stance, even if it means certain drugs may not be launched in certain markets. Investors are concerned about Novo's growth, but with the increasing number of people living with diabetes, there is still potential for growth. Sorensen is hopeful for the future, aiming for technological breakthroughs such as oral pills for delivering insulin. Novo is currently behind in clinical testing for an insulin pill compared to Israel's Oramed Pharmaceuticals, but Sorensen is not considering a deal with them at this time. Despite the challenges, Sorensen remains committed to leading Novo and has extended his retirement age to 65. He regularly bikes to work and enjoys cross-country skiing, getting ready to participate in the 90-km Vasa race in Sweden this winter. Sorensen believes there are strong internal candidates for his position when he steps down. He mentioned that they are currently focusing on careful succession planning to ensure a smooth transition. Lars Sorensen, the CEO of Novo Nordisk, discussed these topics during an interview at the company's headquarters in Bagsvaerd near Copenhagen.