Now, this field-tested approach to commercializing innovation is available as a 150-page, roll-up-your-sleeves workbook. Designed for organizations and individuals who are assessing the business opportunity and creating commercialization plans for scientific and technical ideas, it walks you through the process of communicating innovation in a compelling way to investors and other business audiences.

The book provides readers with the complete So what? who cares? why you?^® process in step-by-step form. It includes:

• Examples and case studies taken from real-world science and technology commercialization success stories
• Tools and worksheets to help readers complete each step of the process of evaluating a technology or commercializing a new product
• Special access to the online ToolShed, packed with valuable additional tools, examples, links, and explanations from Wendy Kennedy.

Proven in the Real World

Before it could be made into a workbook, So what? who cares? why you?^® had to be proven over many years, across many different types of innovative ideas and technology business models. Wendy Kennedy has used it with startup entrepreneurs, inventors, scientists, researchers, and businesspeople in industries including: telecommunications, life sciences, software, transportation, consulting services, and many others.

The book combines more than two decades of academic and entrepreneurial experience to deliver a proven and practical approach for inventors and entrepreneurs who are at the early stages of commercialization. Its accompanying tool sets were created specifically for inventors, scientists and technology entrepreneurs — with their input and feedback.

For more details, browse this section of the website for the book's foreword, reviews, and a sample chapter. You can buy the book online or talk to Wendy about bulk orders.