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Entrepreneurial Researchers: Solvers
Faculty of Medical Sciences
Solvers Series
Session 2: The Ingredients of
Innovation
! Creative Thinking
– the solution
! Intellectual Property
– the technology
! Establishing & Funding Ventures
– the vehicle
Outline
Creative Thinking
Open your mind.
Setting the scene! Mindset…
– In order to be in any profession you need aset of skills and techniques i.e. to be anengineer you need the knowledge and skills tobe an engineer
– In order to generate new ideas you need theskills and knowledge but also, critically, theability for flexible thinking.
Ways to Find Ideas
" Copy somebody else’ssuccessful idea
" Combining ideas in anew way
" Solving problems forpeople
" Develop yourhobbies/skills
" Listen when people say“if only…”
" Look for ‘gaps’ in themarket
" Improve a product orservice
" Think in new ways –creative, imaginative etc.
" Find out what thecompetition is bad at!
””“ The world is moving so fast
that there are days when the
person who says it can’t be
done is interrupted by the
person who is doing it.
Anon
“
Creativity
! Simply the act of making something new
! No single definition of creativity
! Attributed to divine intervention, cognitive
processes, the social environment,
personality traits and chance!
Innovation
! The process of making improvements by
adding something new
! A new idea, method or device
“science is a broad church
full of narrow minds, trained
to know ever more about
even less”Steve Jones, Geneticist
What is going
to happen?
Attitude Issues
Focus Issues
! http://www.youtube.com/watch?v=voAntzB7EwE
How to think…
“It’s not about being
clever but about being
curious, constantly
asking questions.”.
Gardner's 7 Intelligences
! Dr Howard Gardner of Harvard Universitydismisses the IQ test as ignoring the vastpotential of the human brain as it only measuresa small part of what he perceives as'intelligence'.
! He has developed a theory of multi-intelligencesin which he identifies 7 areas of intelligence.
! These 7 areas are present in each individualbrain to a greater and lesser extent dependingon genetic and environmental factors.
! Linguistic Intelligence: language, expression throughwords.
! Logical-Mathematical Intelligence: manipulation ofnumbers, problem solving.
! Visual-Spatial Intelligence: visualisation, model-making,spatial awareness.
! Bodily-Kinesthetic Intelligence: movement, use of body.
! Musical Intelligence: sensitivity to sound, music andrhythm.
! Interpersonal Intelligence: sensitivity to other people, goodcommunication.
! Intrapersonal Intelligence: sense of self, aware ofemotions, strengths.
! Simple example of conflict in your brain
! Look at the following chart and say the
colour not the word……..
Cerebral cortex, conscious thought
What happened in your head?
! Your right brain tries to say the colour but
your left brain insists on reading the
word!!!
! Edward de Bono
! M.D., Ph.D., (philosophy, medicine& psychology), Rhodes scholar
! World-renowned consultant tobusiness, governments, schoolsand industry
! Author of 62 books in 40 languages
! Originator of Six Thinking Hats,Lateral Thinking and DirectAttention Thinking Tools
Traditional argument
! In traditional argument each side prepares
a case and then seeks to defend that case
and attack the other case.
! Exploration is limited!
Parallel Thinking – the Six Hats
! The direction of thinking is indicated by
six coloured hats, each of which indicates
a mode of thinking.
White hat thinking
! Information and data
! Indicates a focus on information
! What do we have?
! What information do we need?
! How are we going to get the information weneed?
! Where do we source it?
Red hat thinking
! How do you feel?
! The red hat gives full permission for the
expression of feeling, emotions and
intuition
! No need to give the reasons or
justifications behind the feelings.
Yellow hat thinking
! Why it may work
! Focus on values, benefits and howsomething can be done
! What is the good in it?
! Give logical reasons
Black hat thinking
! Why it may not work
! Caution
! Dangers
! Problems
! Faults, weaknesses
! What might go wrong and why something doesnot fit
! Logical reasons
Green hat thinking
! The creative hat!
! Sets aside time, space and expectation forcreative effort
! Possibilities, alternatives
! New ideas
! Overcome black hat problems
! Reinforce why it might work (yellow hat thinking)
Blue hat thinking
! Managing the thinking
! Setting the focus
! Organisation of thinking
! Making summaries
! Overviews
! Conclusions
! Action plans
Blue HatBlue HatManaging The Thinking
Setting The Focus
Making Summaries
Overviews - Conclusions
Action Plans
Green HatGreen HatCreative Thinking
Possibilities - Alternatives
New Ideas - New Concepts
Overcome Black Hat Problems &
Reinforce Yellow Hat Values
Black HatBlack HatWhy It May Not Work
Cautions - Dangers
Problems - Faults
Logical Reasons
Must Be Given
Yellow HatYellow HatWhy It May Work
Values & Benefits
(Both Known & Potential)
The Good In It
Logical Reasons
Must Be Given
Red HatRed HatFeelings & Intuition
Emotions Or Hunches
“At This Point”
No Reasons or Justification
Keep It Short
White HatWhite HatInformation & Data
Neutral & Objective
Checked & Believed Facts
Missing Information &
Where To Source It
FOCUSFOCUS
Try It…
! Participants in all training sessions will be
paid £5.25 per session for attending
! What do you think?
! How will it work?
! Why is it being introduced?
Nonaka Knowledge Conversion
Socialisation
Internalisation
Externalisation
Combination
Tacit knowledge
Tacitknowledge
Explicit knowledge
Explicitknowledge
To
From
Nonaka Knowledge Spiral
Socialisation
Internalisation
Externalisation
Combination
Dialogue
Linkingexplicit
knowledge
Learningby doing
Fieldbuilding
Intellectual Property
Know your rights.
The Business Development Line
A BIG IDEA
IDEAS GENERATION
INTELLECTUAL
PROPERTY SPIN-OUT?
LICENSE?MARKET
RESEARCH
BUSINESS PLAN
PRODUCT
DEVELOPMENT
NEGOTIATION
LICENSE DEAL
FINANCE
COMPANY
DEVELOPMENTSALES
EXIT
• IP is the product of an imaginative, creative and/or
intellectual process which is original and unique in some
aspect or manner
• IP does not need to have a physical existence
What is Intellectual Property?
• IP has been around since Mediaeval times - Letters Patent
were used to protect an inventor’s monopoly.
• IPRs protect ideas and other forms of intellectual creation
What are Intellectual Property Rights?
• Registered or unregistered/automatic
• Confer a limited or absolute monopoly
• Owned by the creator of the work
• They can be bought and sold
• Limited lifespan
• Laws vary between nations
• In most cases, if an employee creates IP during thecourse of their employment, their employer will own the IP
Intellectual Property and YOU!
• If an invention is made which is capable ofcommercialisation, the route to market can be:
– Complex
– Expensive
• Procedures exist to ensure the creator benefits in therewards
• Patents - protect inventive products, processes and services
• Copyright - protects the form of the expression of the idea
• Trade Marks - protect signs that distinguish one person’s
goods/services from another’s
• Design Rights - protect 3D designs with an element of
originality
• Know How - not protectable in law, but can be extremely
valuable. Just keep it SECRET!
Intellectual Property Rights
• Plant Breeders’ Rights•The new plant must be novel: must not have been previously
marketed in the country where rights are applied for
Intellectual Property Rights - Additional
•The new plant must be distinct from other available varieties
•The plants must display homogeneity
•The trait or traits unique to the new variety must be stable so
that the plant remains true to type after repeated cycles of
propagation
• Geographical indication; performers’ rights; publication
rights; database rights
• Protect inventions that relate to a product/service or aprocess to make a product/service
Patents
• Registered: require a formal application process to the UKIntellectual Property Office
• Territorial
• Expensive and time-consuming process
• Usually last 20 years
• The existence of such monopoly is vital to the
biotechnology industry
• Bringing a pharmaceutical product to market estimated at:
– over five hundred million Euros
– 7 to 10 years
• Such expenditure and risk can only be justified by a
monopoly right which allows the exploitation of the product
for a realistic period of time
Patents
• Needs to be novel and not already public information
• If any detail of an invention is disclosed before the time of
patent filing, the patent will be refused or open to challenge
Patents - Criteria
• Disclosure can include:
– Publishing in a journal, book, article, website, TV or radio
documentary
– Presenting at conferences (oral and poster) or to students
– Informing colleagues
“Patent before Publish”
• Needs to contain ‘an inventive and non-obvious step’
– scientific theory
– mathematical method
– anything covered by copyright
– scheme, rule, method for playing a game or doing business
– certain plant, animal or biological processes
– natural human, animal or plant genes
– methods of treatment or therapy
– computer programs
– inventions deemed to be against public morality or public policy
Patents - Criteria
• Not be ‘excluded’:
• Be capable of commercial/industrial application
• Patents provide the owner with the means of stopping
others using/doing/developing the same thing
Patents - Criteria
• They provide the owner with something to sell or trade
• Patents are the foundation for spin-out companies and
license deals
• They are expensive and time consuming to obtain
• Copyright is an unregistered right which arises
automatically on the creation of the copyright work
• Lasts for 70 years after the death of the author
Copyright
• written works
• diagrams
• 2D design blueprints
• charts
• computer source code
• Video/sound recordings
• broadcasts
• theses
• written-up experiments
• photographs
• musical and dramatic works
• To qualify for copyright, the idea must be expressed or
‘recorded’ in some way
• There are no special formalities required to protect
copyright material in the UK
– Dating the material
– Sending it to someone
– Copyright symbol (e.g. © F. Seymour 2008)
Copyright
• 3D replications of a copyright protected diagram is not
covered by copyright
• Protect designs of, or on 3D objects – Not the function!
• Design rights can arise automatically or they can be
registered
• Designs must be identical and 50+ produced
Design Rights
© 2002 Bodum© 2002 Bodum
• Can arise in all or just parts of a design
• Lasts 10 years from when the object is first marketed or 15
years from the date of the design document
• Cannot be copied from another source and cannot be
common place in the relevant design field
Design Rights - Unregistered
• Designs which are dictated by function or created to fit
around or inside another object, or match with another
object are excluded
• UK Registered Design Rights are registered with the
Design Registry at the UK IPO
• Protects more of a design than unregistered rights
• Design must be undisclosed and have a unique character
• Registration is faster and less expensive than Patenting
• Provides protection for up to 25 years
• Exclusions include offensive designs, designs with
international emblems, cannot be dictated to by function
Design Rights - Registered
Trademarks
• Any sign which is capable of distinguishing the goods and
services of one trader from those of another
Trademarks
• Trade Mark can be:
– Word
– Logo
– Sound
– Smell
• Trade Marks are used to distinguish products and services
– Registered ®
– Unregistered ™
• Registered trademarks last for 10 years and can be renewed
• Add value to a company
Trademarks
• Trade Marks will be:
– Distinctive
– Non descriptive of the product
– Not already in use for similar products of services
– Does not incorporate copyright material
– Does not include protected international symbols or
emblems
– Not be deceptive or contrary to public morality
• Serve to establish goodwill and reputation in a product or
service
Know How
• An alternative to Patenting
• Protects a company’s “know how”
• Importance of NDA/CDAs
• No public disclosure of idea required
• BUT!! - No protection of idea over
• Ability to retain “secret step”
• Independent creation by third parties
Know How
© The Coca-Cola Company© The Drambuie Liqueur Company
Try It…
! Discuss the IP in the following business
concepts…» See IP Task & Grid
! Creative Thinking
– the solution
! Intellectual Property
– the technology
! NEXT WEEK: Establishing & FundingVentures
– the vehicle
! NEXT WEEK: Xing
– the plan…
Summary
