Creative Strategies
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Transcript of Creative Strategies
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Creative Strategies Creative Strategies for for
Untapped Intellectual Untapped Intellectual AssetsAssets
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Goal
Identify untapped assets Identify potential customers
– License it– Donation – tax write-off– New internal business – existing infrastructure
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Why Bother ?
Motivates inventors – job satisfaction Revenue can be significant Can be good for company image Altruistic is good
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Real Examples
Failure– Missed opportunity
Successes– License– Donation– New internal business
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Examples…Examples…
Example 1
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Example 1 - Failure
Thong Pad
Femine Care – Innovative product
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Example 1 - Failure
Combine 2 separate ideas:
Close-to-body fit New fashion trends
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Example 1 - Failure
New Product Invention
Easy to educate consumer
Potential for long term sales
(chart not to scale)
med
light
heavy
liners
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Example 1 - Failure
Thong Pad
Easy to manufacture - infrastructure exists Tested – rave reviews / superior
performance
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Example 1 - Failure
Thong Pad : An idea whose time has come
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Example 1 - Failure
Question: Why did this idea fail?
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Example 1 - Failure
Answer:– Diversity – No women in management
– Result - Management unable to • embrace trends• Grasp concept
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Final Blow
Johnson&Johnson Carefree™ Thong Came out a few
years later
(An idea whose time had come)
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NextNext
Example 2
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Example 2 – Failure, then Success
Supercritical Fluids
Carbon Dioxide – great solvent, cool, benign
Water – catalyst, strong solvent, green tech
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Supercritical Carbon Dioxide
Remove…
– Stickies– Pathogens– Dioxins
…From recycled fibers
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Supercritical Carbon Dioxide
Result Numerous Patents Obtained Outside Interest (green tech)
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Supercritical Carbon Dioxide
Next Step Not enough incentive
in-house– Not mandated– Sounds scary
Donate patents– Tax write off
(millions$)
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Supercritical Water
Incineration of Sludge– Creates dioxins– Pollutes air, water
SCWO of Sludge – Destroys dioxins– 100% green
ash, water, CO2
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SCWO of Paper Mill Sludge
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Supercritical Water
Result Numerous Patents Obtained Partnered with outside companies
– Demonstrated technical feasibility – Demonstrated financial viability
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Supercritical Water
Next Step Not enough incentive
in-house– Not mandated– Sounds scary– Developmental stage
Donate patents– Tax write-off
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Example 2 – Failure, then Success
Question: Why did this ‘supercritical’ technology fail in-house?
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Example 2 – Failure, then Success
Supercritical Fluid Technology – Failed in-house
Business decision
Bad internal marketing - Should have been named ‘C.L.E.A.N.’ technology
Clean-Living, Economical And Non-pollluting
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Example 2 – Failure, then Success
Question:
How did this idea finally succeed?
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Example 2 – Failure, then Success
Succeeded in using untapped assets elsewhere because…
Global Technology Transfer Group
Inventor involved in IRA audit
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NextNext
Example 3
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Example 3 - Successes
Odor Technologies
Many patents (unused)
Hire outside consultant – 50 page Excel™ spreadsheet
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Example 3 - Successes
Key point:
Assets can be utilized by outsourcing
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Conclusion
Diversity in Management Market the idea wisely Involve Inventor Outsource
– Technology Transfer group– Consultants
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Thank You
Dr. Carol Blaney Blaney Consulting Atlanta
Questions?