This document discusses challenges in translating patented technologies into commercially viable products and proposes an approach called "Technology into Products" to help overcome these challenges. Specifically, it notes that (1) there is often value trapped in technologies that have received large investments, (2) it can be difficult to achieve results when commercializing technologies due to differences in perspectives between technology and business professionals and reliance on chance, and (3) an effective approach involves taking a "detour" to view the technology from new angles using structured, reversed, and out-of-the-box thinking to discover new applications.

1. "valuable technological assets:
why not create profits
in other domains?"
Technologyinto Products
TiP is a product from the Combinnovation™ Suite
Combinnovation is a trademark of Verbeek Business & Innovation B.V.

2. The issue
There is a lot of potential value in technologies
in which already large investments have been made…
…in research institutes or in industrial companies
To release this potential is the big challenge:

3. From patented technology to
commercially viable products
Challenge
‘valorisation’
‘goud verzilveren’

4. The problem
Discover your enemies:
• Babylonian experience
• Domain bias
• Chance
Why is it often so difficult to achieve results in
valorisation?

5. Babylonian experience
Technology
professionals
Business
professionals
‘What are theytalking about?’

6. Domain bias
The technology owner is often
biased to his ‘prefered domain’
‘we have a broad view…
on our own track’

7. Chance
The search for new applications
relies heavily on chance
‘once in a while
we should succeed!’

8. Roads to succes
‘Houston,
we have a solution!’
The best route from technology to application is…
…a straight line ?
…or a detour?
Technology Application

9. The detour is called ‘Technology into Products’:
Approach
Structured
Reversed
Out-of-the-box
…with new applications as a result

10. Strategy
solution domain problem domain
specific
Technology Application
generic
Generic
problems
Generic
solutions
1
2
3

11. Tactics
dedicated tools and methods are used…
for translating the tech talk…
for out-of the box guidance…
for multiple team involvement…
Technology Descriptor item:
TDi type: TDi #:
Technology Descriptor item:
TDi type: TDi #:

12. Thinking
For more inspiration:
check out the white paper
“Out-of-your-Box Valorisation:
create new value from your patented technology’’
http://bit.ly/11wLUHZ

13. Operation
For support contact:
Herm Verbeek
Verbeek Business & Innovation B.V.
www.verbeekbi.nl
info@verbeekbi.nl