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Introduction

WELCOME TO THE SECOND EDITION OF So what? who cares?
why you?® For more than a decade, this methodology has helped
innovators around the world to discover the business value of new
ideas. This second edition leverages the experience and insights of hundreds of
customers and thousands of innovators to provide a robust and focused approach
to using this powerful methodology.

When I created So what? who cares? why and engineers use it use to win support for
you? in 2005, it was with a specific goal in their projects, products and startup company
mind. Having spent my career working in ideas. They use it to inspire new ways of
early stage startups, I wanted to help founders thinking about the commercial potential of
bridge the gap between the brilliance of their their ideas and the impact they can make. And
science and technology and the business value perhaps most important, they use it to engage
it represented. I had witnessed too many people in conversation about why their idea
great ideas fall through the cracks because matters and how it will create value for others.
supporters couldn’t see their potential. I
wanted to create a toolkit for innovators to This new edition represents the contributions
look at their ideas through a different lens – of our entire community of certified coaches,
the lens of business value. customers, and collaborators. Their innovative
approaches to using the methodology have
Ten years later, and the So what? who cares? fueled this edition with step-by-step tool
why you? methodology is being used by guidance, rich examples, and take-aways. We
organizations, institutions, and research labs in hope their insights and advice will inspire you as
17 different countries. Researchers, scientists you find the business value of your new ideas.

The biggest challenge you will face in commercializing
your idea will not be a technical one – it will be getting
supporters to see the value in what you’ve created.

X Introduction