The understanding of the mechanisms responsible for the emergence and evolution of cancers has been in constant progress due to advances in molecular biology. Today it allows to conceive therapeutic alternatives to conventional cytotoxic chemotherapy. Among these, differentiation strategy, which aims at reinducing tumour cells towards a normal phenotype, has known a first clinical application with the use of retinoic acid in acute promyelocytic leukemias. Anthracyclines, traditionally employed in cytotoxic chemotherapy, present also a high potential of differentiation. Their mode of action takes place via the activation of transcription factors, which are proteins that are able to modulate the expression of genes by fixing to regulatory sequences of DNA. These observations therefore allow us to foresee a new pharmacology based on transcription factors for the treatment of cancers.