Packaging approach

Question 1

What is a techno-market insight and why is it critical in evaluating technical ideas?

Answer 1

Techno-market insight builds upon a more or less unique functionality of an idea (the techno-side) while also describing to how this functionality also represents important utilities in some relevant situation of use (the market-side of the insight).

Question 2

To what extent should ability to frame clear claims around the different utilities affect the choice of a prioritized situation of use?

Answer 2

There has to be a consistent view offered in which the basis for the packaging approach should be reflected upon.
How well claims are consistent and/or communicable then might be something that in itself becomes a criteria for prioritizing a situation of use, perhaps even more important than e.g. where the biggest utility might be.

Question 3

Idea Evaluations VS business plans

Answer 3

• IE: is for early stage, focused on utilities, and to not-yet-identified stakeholders
• BP: is execution oriented, more “internal” and detailed

Question 4

Idea Evaluations VS product development

Answer 4

• IE: multifaceted capability. commercialization as soon as a valuable concept is proposed (10-20 years). several stakeholders demand derived from products. competition are other technologies with similar product or function. exploitation of technology capabilities, timing based on competing inventors, adopters and resource providers. value creation through product sales and/or collateral benefits over life of technology
• PD: singular design. commercialization by product conception (1-5 years). customers as end-users. demand from targeted segment. competition are other products for same function. unique selling proposition of finished product. thing based on end-user market opportunity. revenue from making and selling products

Question 5

Gift wrapping through framing the claim, because…

Answer 5

…facts will not speak for themselves.

(Scientists, and their organizations, continue to confuse strategic, goal directed communication with marketing and public relations)

Question 6

6 Different claiming approaches

Answer 6

• Social progress
• Economic development and competitiveness
• Scientific or technological uncertainty
• Moral and Ethical reasoning
• The fear of Frankenstein’s monster
• Presenting 3rd way - alternatives

Question 7

“our” Early-Stage Packaging Approach

Answer 7

1. Describing the idea (functionality, novelty, freedom to operate, etc.)
2. Generating value visions around situations of use
3. Determining next steps in terms of further developments and financial needs