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What is
So what? who cares? why you?®

Wendy Kennedy's trademark So what? who cares? why you?® is a proven methodology to discover and articulate the commercial opportunity that great technical ideas represent. It helps technical specialists effectively communicate innovation and the commercial opportunity that an innovation represents.

Developed over 20 years for and with scientists, inventors and tech entrepreneurs, So what? who cares? why you?® steps science and technology innovators through the process of turning their innovations into compelling propositions for investors, business backers, and potential licensees.

So what? who cares? why you?® has been used around the world in a variety of research-driven organizations. It has been applied to:

  • Intellectual property commercialization — scientists, inventors and tech entrepreneurs have used So what? who cares? why you?® to discover and develop commercial opportunities for their intellectual property.
  • Intrapreneurship and corporate entrepreneurship — national research centers, technology business offices, technology business incubators, and global technology vendors have integrated So what? who cares? why you?® into the fabric of their organizations to foster intrapreneurship, corporate entrepreneurship, and to make better bets on investments in emerging technologies.
  • Evaluating intellectual property and product innovation — investors, technology transfer offices and technology business incubators have also used So what? who cares? why you?® as an evaluation methodology and means to foster innovation.
  • Licensing and technology transfer — as applicable to technology business ventures as it is to developing technology licensing opportunities, So what? who cares? why you?® provides a sound methodology for technology commercialization in various contexts.
  • Managing innovation — research-driven organizations both public and private use So what? who cares? why you?® to help their scientists, researchers and intrapreneurs more effectively assess the commercial value of their ideas. The methodology is a powerful means of focusing creative individuals on the true opportunity that their ideas represent.

Get So what? who cares? why you?®

You can get So what? who cares? why you?® by engaging Wendy Kennedy to speak, deliver workshops, or through a consulting engagement. You can also buy the book.