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?