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