1 Achieving a Competitive Advantage With Third Party IP How Can You Achieve a Competitive Advantage...

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Achieving a Competitive AdvantageAchieving a Competitive AdvantageWith Third Party IPWith Third Party IP


How Can You Achieve a Competitive Advantage with IP? One way is to focus on “Disruptive” technology

What Do We Mean by Disruptive Technology? “Basically, any stock you wished you owned started out with a

Disruptive [Technology]” 2

These are technologies that not only create new industries but may eventually change the world….

They often come from outside the mainstream. The light bulb was not invented by the candle industry as a product improvement. 1

Frequently arise as cheaper crummy products- Think “transistor radios” and teenagers in the 1950”s- Think “Model T” and the average American 2

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1. www.disruptivetechnologies.com/dtcases.html

2 Clayton Christensen, Working Knowledge, April 21, 2003 issue, Harvard Business School,

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Disruptive technologies require entrepreneurial champions (“Upstart technology often requires startup companies”)

Often, there are no known markets – or customers (high risk) With the potential for champions of the next disruptive wave

catch the competition from below while they’re busy “looking up”

Given the lack of an accustomed customer base and the risk of the unknown, why bother with disruptive technology?

As observed by Professor Christensen, the chances that a new company could become successful by trying to make a better product than the incumbents and selling it to the same customers were about six (6) percent. The chances of success for firms that entered with a disruptive technology were thirty-three (33) percent.1

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Chester Carlson and the “Model D”

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Common Examples of disruptive technologies: Printing Press Internal combustion engine Light bulb Xerography Transistors Personal Computers Compact Disk Nanotechnology?

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How do you find disruptive applications in interesting How do you find disruptive applications in interesting technologies?technologies?


How do you find disruptive applications in interesting How do you find disruptive applications in interesting technologies?technologies?

A coating process to make sponge-like silica latch onto elemental metals. What’s its disruptive application?

It can enable users to interface directly with computers without reliance on key boards. What’s its disruptive app?

Using compounds approved by FDA, it is a liquid at room temperature and solid at 980 What’s its disruptive application?

It records thousands of data points within a centimeter of skin. What’s its most significant application?

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How Can PNNL Help:PNNL Technical Assistance A business must request

assistance – Contact: [email protected]

Competition with the private sector is to be avoided

Business can get non-exclusive, royalty-free license to PNNL IP developed during the assistance

Each firm eligible to receive technical assistance once per fiscal year

PNNL Technology Transfer Available technologies and

names of commercialization managers available http://availabletechnologies.pnl.gov/

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