The growing business handbook : inspiration and advice ... - Sparkler

70 Ideas and innovation
purchase or licensing of any given proposition idea. And no element of the proposition,
however relayed to the interested party, may be commercialized without the written
permission of the originator.
This innovative business model bridges the gap between walking naked into a
business negotiation and a non-disclosure agreement. It removes any doubt about
whether and when route-to-market businesses are free to utilize an originator’s idea,
and also comprises a beneficial co-creation and innovation management tool for
brand owners, protecting them from litigation.
The misappropriation of originators’ previously unprotectable work has been the
biggest single issue affecting industry and the IP sector, and has become an enormous
barrier to open innovation and knowledge exchange.
Luckily, the new rules of engagement in the trading model outlined above are not
complex: ‘Do not commercialize the work of others without their permission and an
agreed commercial remuneration on mutually agreed terms.’
Clear enough? I think so. Now let’s get to work trading propositions and generating
wealth.
Maxine J Horn is CEO of British Design Innovation (BDI), the trade association for
designers and innovators. She initiated Creative Barcode and hand-picked the
co-creation team. With over 20 years’ experience in the design, innovation and
knowledge transfer sectors of the creative industries, she is a member of the UKIPO
B2B Strategy Group, a pioneer of open innovation and an acknowledged opinionformer
and author. Maxine was a runner-up in the First Women Awards 2010 for
business pioneers.
Creative Barcode website: creativebarcode.com; e-mail: team@creativebarcode.com.
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