Tech Transfer Central

Shifting Your TTO from a Technology-Driven to a Needs-Driven Model

Format: On-Demand Video, DVD, or PDF Transcript
Originally presented: March 30, 2016

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The old model of technology transfer, when you think about it, is based largely on luck. A researcher makes a discovery, then discloses the invention to the TTO. A licensing associate is assigned the case and begins to figure out what the innovation is all about, who might want it, and proceeds to seek out a licensee. If the TTO is lucky, the invention matches the needs of an industry partner and a license agreement is ultimately completed. The problem with that approach is that luck can only get you so far – and a lot of outstanding research never sees the light of day beyond the pages of a scientific journal.

Recognizing the limitations of the old technology-driven approach, a growing number of tech transfer offices are shifting to a needs-driven model that takes much of the luck out of the equation. How? Instead of passively waiting for disclosures and hoping to meet an uncertain industry need, they are proactively working with corporate partners and tech scouts – and with their own researchers — to discover industry needs and maneuver the direction of research to match those needs. As a result, their labs are producing innovations that are designed with the user/customer and the marketplace in mind, and the licensing process begins with a clear path and a licensee who’s already primed and ready to deal.

Making this shift, however, is no easy task. It requires a paradigm shift in how researchers and TTOs alike approach commercialization. The benefits are considerable, but a two-pronged, focused outreach plan that targets both industry and your researcher community is necessary to succeed.

To help you make this transition effectively, Technology Transfer Tactics’ Distance Learning Division has recruited Joseph J. Kalinowski, Founding Principal at Trilogy Associates, to lead this important distance learning program:

Shifting Your TTO from a Technology-Driven
to a Needs-Driven Model

Mr. Kalinowski will discuss his experiences advising innovators how to advance needs-driven technologies, as well as his techniques and strategies for engaging users and collaborating with industry to identify their needs and communicate those needs to research teams.

Here is a sneak peek at the program agenda:

  • Understanding IP value drivers
  • The TTO leadership challenges: Innovators, Users, Licensees
  • Mapping innovations to target markets and users
  • Assessing user/customer needs
  • Strategies for identifying and reaching out to potential licensees and partners
  • Gaining researcher buy-in

PLUS! Participate in the interactive question and answer portion of the program!

Your Expert Presenter:

Joseph J. Kalinowski Joseph J. Kalinowski
Founding Principal
Trilogy Associates
Pittsboro, NC

Mr. Kalinowski leads his management consulting practice in new-product innovation and commercialization. He provides advisory services and research in opportunity assessment, technology assessment, strategic planning, due diligence, and support for partnering and M&A transactions. His two decades of consulting experience includes services to international industrial firms, emerging enterprises, investors, and technology transfer offices at university, state, and national levels.

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CLP Credits are also available.

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