Episodi
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In this episode of our Personal Growth series, we explore one of the most powerful yet underused strategies for IP professionals: referral marketing. Building on the trust and credibility you've already established, referrals allow you to grow your client base without cold outreach or heavy advertising.
You’ll learn what makes referral marketing work in a professional IP context, how to identify the right ambassadors for your brand, and how to position your expertise in a way that encourages sharing. We also discuss the importance of clarity, timing, and client satisfaction in creating a referral-friendly environment.
This episode provides hands-on guidance for making your existing relationships work for you—sustainably and with integrity. -
This third episode in our Personal Growth series—and part of the five-part Business Development video course—focuses on a critical but often overlooked skill: gathering and using market intelligence. For IP professionals aiming to position themselves strategically, understanding the dynamics of their target market is not a luxury—it’s a necessity.
In just under 15 minutes, this episode offers practical guidance on how to identify relevant trends, observe client behavior, and assess competitor strategies. These insights form the basis for better positioning, more tailored service offerings, and stronger client engagement. It’s about moving from guesswork to informed decision-making—so your growth strategy is backed by facts, not assumptions.
Whether you're launching a new service or refining your current positioning, this episode gives you a smarter way to prepare your next move. -
Episodi mancanti?
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This episode explains what technical innovations in games can be patented and highlights the differences in patent law across various regions like Europe and the USA. It also addresses the strategic reasons why companies might seek patents, despite historical industry reluctance, and touches upon challenges related to user-generated content and moral rights. Ultimately, the episode suggests that understanding and strategically managing IP, including patents, is becoming crucial for those involved in game development.
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Klinski suggests investing in patents as a lower-risk, higher-efficiency approach to capital deployment in the technology sector. He highlights how patents can function like financial options, offering exposure to upside while limiting downside, and notes that China's investment landscape is already embracing this strategy. This episode also discusses how engineers often miss patentable innovations, particularly in digital domains, and stresses the importance of timing patent investments within the technology lifecycle to capture maximum value. Ultimately, Klinski presents patents as a powerful tool for innovation finance, capable of outperforming traditional equity investments when approached strategically.
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While technical legal knowledge remains fundamental, the piece argues that abilities like communication, empathy, and clear explanation are becoming increasingly vital for success, framing IP as a fundamentally people-centric business. Boicova-Wynants suggests that developing these skills early, understanding client needs beyond the technical, and strategically leveraging digital communication are key to building trust and demonstrating value in a competitive landscape. The discussion also touches on the psychology of IP decision-making and the role of mentorship in honing these essential capabilities.
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In this second episode of the Personal Growth series, we explore why business development has become a core skill for IP professionals—and what it really means in practice. Today, success in IP requires more than legal or technical expertise. Professionals must know how to position themselves, attract the right clients, and offer services that align with strategic business goals.
This episode explains how relationship-building, clear market positioning, and client-centered innovation are shaping the new IP career path. It offers insights into how business development turns expertise into trust, visibility, and long-term opportunity—while helping you shape your independent profile or grow within your organization.
Whether you’re already building your network or just starting to think about your positioning, this episode helps you take the next step with intention and clarity. -
This episode highlights how the industry background significantly enhances the ability to understand clients' needs and craft effective IP strategies for patent attorney Bernd Boesherz. The episode emphasises the importance of bridging the communication gap between attorneys and businesses, moving beyond technical specifics to grasp broader strategic goals. Ultimately, it argues that contemporary patent attorneys must function as strategic partners, viewing patents as valuable business assets and embracing the ongoing digital transformation in the IP field.
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The episode explains the difference between standards and frameworks, highlighting six widely adopted initiatives: CDP, SASB, TCFD, GRI, CDSB, and IIRC. It outlines difficulties such as confusion, inconsistency, implementation obstacles, and varying interpretations of materiality. It concludes by calling for greater clarity, collaboration, and coherence to improve ESG reporting and comparability.
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Verganti highlights that radical innovation, or "epiphanies," come from challenging assumptions and reframing purpose, not just solving problems. He suggests that the rise of AI presents an opportunity to create new forms of expression, rather than replacing human creators. The text posits that true design is about creating meaning and advocates for inside-out innovation, driven by the innovator's vision, over traditional user-centric methods. Ultimately, Verganti stresses the need for creators, critics, and industries to reframe their thinking to navigate technological disruption and shape a meaningful future.
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This episode explains what constitutes a trade secret, highlighting its differences from other IP like patents, and notes recent legal developments globally. The text further discusses the numerous management challenges associated with trade secrets, including risks from employees and collaborators, and proposes best practices such as documentation, layered protection strategies, and using metadata. Finally, it characterises trade secret management as a process that companies mature through, stressing the necessity for active management to fully leverage these assets.
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This marketing approach, which evolved from the 1980s, uses push and pull techniques to target both B2B and B2C markets. While it offers benefits like price premiums and market power, it also poses risks such as dependency on OEM quality. This episode distinguish ingredient branding from co-branding and highlight the importance of material relevance, consumer visibility, and strategic labelling for success. It also dives into the concept of inverse ingredient branding where the OEM promotes the component.
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Drawing upon a 2015 academic study on brand identity and a 2024 legal analysis of trademark risk using examples like Nescafé and Tate & Lyle's Golden Syrup, they explain how elements such as packaging, messaging, and logos contribute to consumer perception. This episode stress the importance of trademark clearance and retaining distinctive brand components to avoid legal issues and loss of equity. A five-step roadmap is offered, integrating identity audits, legal screening, design testing, phased rollout, and IP protection, demonstrating that successful rebranding requires coordination between marketing, design, legal, and consumer insights.
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This kickoff episode of our Personal Growth series explores how intellectual property experts can use digital marketing to build visibility, credibility, and influence. In a world where professional relevance is increasingly shaped online, having a strong digital presence is no longer optional—it’s essential. You'll learn why platforms like LinkedIn matter, how to position your expertise, and what tools and techniques help IP professionals stay visible and valuable in a digital-first environment.
Whether you're just getting started or looking to refine your strategy, this episode helps you understand the mindset and methods behind effective digital marketing—tailored specifically for the IP field. -
It emphasises that a robust IP portfolio, encompassing patents, trademarks, and trade secrets, acts as a competitive advantage, or "moat". The text explains how to showcase market exclusivity, brand loyalty, and innovation leadership through IP protection. Using Stripe as a case study, the author illustrates how a combination of different IP types contributes to a defensible market position and secures investment. Ultimately, the piece advises startups to strategically leverage and clearly communicate the value of their IP to potential funders.
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Stephen Key emphasised that understanding business objectives should precede patenting, urging inventors to align their patent claims with their commercial goals. Key stressed the importance of testing market demand for an invention's benefit before heavily investing in IP protection. He also highlighted the collaborative role of inventors and IP experts, where inventors should actively contribute their business acumen to the patenting process, ensuring the protection truly serves their needs. Key enthusiastically endorsed provisional patent applications as an accessible starting point for securing intellectual property rights while further developing an invention.
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Novak, with a background in economics, finance, and software, recounts his entry into IP tech through developing an AI-powered patent retrieval system. The discussion further investigates the challenges startups face in engaging with the IP system and how digital tools, like Novak's, can lower these barriers by offering user-friendly initial engagement and fostering trust, ultimately aiming to improve the client journey for patent law firms.
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Koukounis emphasises the often-overlooked value of incremental improvements and advocates for closer collaboration between engineers and IP departments to identify and protect these innovations through patents. The discussion uses the example of modified excavator teeth to illustrate how strategic IP design can secure market advantages. Ultimately, the piece argues for a shift in perspective where IP is viewed as a strategic business asset rather than just a cost, requiring better understanding at the executive level and encouragement of inventive thinking among engineers.
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Drawing upon Robert G. Cooper's work, this episode presents the stage-gate system as a structured method to improve the efficiency and effectiveness of new product development. The stage-gate approach divides the innovation process into distinct stages separated by decision points called gates, involving multidisciplinary teams and senior management. Key benefits highlighted include enhanced quality, stronger market focus, better preliminary work, and more robust project evaluations. Ultimately, the piece argues that adopting a stage-gate system offers a competitive advantage by providing a clear roadmap and improving the success rate of new products.
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This episode outlines key areas of concern, including copyright and software protection, industrial property and patent protection, data protection and ownership, and cybersecurity threats. The discussion emphasises the complexities of balancing open-source initiatives with proprietary IP and highlights LESI's role in addressing these issues. Future directions for IP in smart cities, such as the growing importance of data and AI-related IP, are also considered.
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Utterback and Suárez's analysis highlights a recurring pattern across industries: an initial period of diverse experimentation, the emergence of a dominant design shaped by various factors, a peak in the number of firms, a subsequent shakeout, and eventual market stabilisation with a few key players. This episode emphasises that understanding this pattern is crucial for firms deciding on market entry timing and for policymakers aiming to foster innovation. It also touches upon factors beyond technology that influence dominant design and differences observed between US and Japanese industry evolution.
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