For every 3,000 raw technical and scientific ideas, only one will become a commercial success.* Why? One reason is no matter how good the ideas are, investors and other business backers often can't easily see the commercial opportunity that they represent.

Those audiences are evaluating much more than the science behind the idea. Through her trademark So what? who cares? why you?^® methodology, Wendy Kennedy helps scientists, researchers and engineers discover the commercial value of their inventions and innovations and turn good ideas into great commercial opportunities.