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Welcome to the So what? who cares? why you?® Methodology

Developed by WKI founder and CEO, Wendy Kennedy, So what? who cares? why you?® is a proven methodology to discover the business value of new ideas.  Designed to appeal to researchers, scientists and engineers, the methodology is used by innovators and organizations in more than 18 countries.

The power of the So what? who cares? why you? methodology lies in visual frameworks and tools that equip innovators to contemplate, model and discover the best possible options for commercializing their new ideas.

For organizations, the methodology fits easily into new product development, intrapreneurship and research investment processes already in place.

So what? who cares? why you? has been adopted by organizations that share a common goal: to identify science and technology innovations with the best potential for commercial success and accelerate these to market.

How It Works

The magic of So what? who cares? why you? lies in it’s simplicity.   It is based on the nine questions most of us ask when assessing the commercial potential of a new idea. Each question in the series contains a practical, hands-on  tool to explore and contemplate the best options for commercial success.

so what? who cares? why you?


Why it Works

Take a Look Inside

The So what? who cares? why you? methodology has been adopted internationally in book form, incubation programs, new product funding systems, university commercialization, and by inventors throughout the world.  The magic of the methodology lies in simple, practical tools that get to the heart of the business value of an idea.  The tools guide innovators to focus on key elements that business people want to understand at the VERY early stages of idea development.

 How it’s Being Used

The So what? who cares? why you? methodology is in use in a variety of contexts, helping to advance the innovation, commercialization and entrepreneurship agendas of organizations:how_its_used

Open Innovation – organizations use So what? who cares? why you? inside the idea-submission process for open innovation systems. Idea submissions are developed into clearly articulated value propositions through an online interactive, web hosted platform.

Research & Development –  organizations use So what? who cares? why you? inside their processes to identify winning ideas in the lab and to make better bets on investments in emerging technologies.

Commercialization Offices use So what? who cares? why you? to see the value of their intellectual property in business terms. It equips inventors to present the commercial value of their work to both the tech transfer office as well as industry partners, creating an acceleration effect in moving IP to the market.

Incubation– incubation centers use So what? who cares? why you? as the platform for their pre-incubation programs to guide pre-venture entrepreneurs with early stage ideas to determine the business viability of the idea or concept.

Research Organizations – use So what? who cares? why you? to aid their staff at all levels to be more industry  focused and accelerate conversations with industry partners about market ready innovations.


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The definitive guide to commercialization used by innovators in 17 countries globally.

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Our Methodology Success

WKI Certified Coaches talk about their successes with So what? who cares? why you? inside their coaching programs. View the videos.

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So what? Who cares? Why you? story online.

European Space Agency

“At the European Space Agency Telecommunications and Integrated Applications Directorate, So what? who cares? why you?® works with our standard process to assess project proposals to determine those with the best commercial potential. It also creates a platform for our staff to have high-value discussions with industry about the commercial value of projects submitted to us for funding consideration.”

Michele Le Saux, Head of Ground Segment Technology Section Telecommunications Department, European Space Agency

Pennsylvania State University

“Creating a culture of aggressive commercialization demands a radical shift to thinking about the value of IP in business terms. So what? who cares? why you?® provides a process and discipline to drive this transformation by giving our innovators, tech transfer officers and would-be entrepreneurs the tools to see the potential of technology and science through the lens of industry and customers.”

Dan Leri, Director, Innovation Park, Pennsylvania State University

Northern Alberta Business Incubator (NABI)

“After completing the So what? who cares? why you? certification training, I ran a full-day commercialization clinic using the tools with a group of agri-food producers. It’s a testament to the simple power of the methodology that all six of the participating pre-venture teams were able to go from idea to funding in just a few short weeks.”

Dar Schwanbeck, Managing Director, Northern Alberta Business Incubator (NABI)

Purdue Research Foundation

“Through our Entrepreneurship Academy and PREPP post-doc program, we see the impact of So what? who cares? why you?® at both ends of the spectrum – from planting the seeds of entrepreneurial thinking in the next generation of innovators to empowering pre-venture founders to become the lead navigators in discovering the commercial opportunity of their ideas.”

Tim Peoples, Director, Purdue Research Foundation