A couple of weeks ago, my good friend Wendy Kennedy dropped by the iotum offices to hand deliver a copy of her new book So What? Who Cares? Why You? The Inventors Commercialization Toolkit. Wendy is a former entrepreneur, educator, and consultant. I first met Wendy when she consulted to my team at QNX software. Over a period of 22 years, she has developed and refined a methodology for commercializing any idea or product. I was bowled over by the simplicity and effectiveness of her approach, and have used it in every business I’ve been a part of since. Now you can too! This book is targeted at the scientists, researchers, engineers and technology entrepreneurs among us — folks with a great idea, who just need a little structure to make it into a roaring success in the market.
So What? Who Cares? Why You? is a spiral bound workbook, chock full of real world examples and templates for you to use to describe your business. Unlike a lot of the marketing "hits" you find on bookstore shelves, this book is a practical handbook for commercializing your idea, as opposed to the latest theory about how markets operate. Wendy’s book covers all the bases including describing your idea, problem statements, market categories, segmentation, channels, ecosystems, business models, competition, the team and how to package all of this stuff up in a format palatable to your audience — an investor.
And, as if there wasn’t enough stuff in the book, Wendy’s Online Toolshed is a complete set of supplemental resources to go along with it! It’s a compendium of templates, checklists, reading lists, and examples, all organized chapter by chapter to correspond with the organization of So What? Who Cares? Why You?. Each copy of the book is printed with a toolshed code on the back that you use to gain access to the full toolshed, but you can sample one chapter of the toolshed without buying the book.
If you’re an entrepreneur, it’s the best $49.95 you’ll ever spend. Buy the book, use the toolshed, and check out Wendy’s blog for real world updates. And if you’re in Ottawa tomorrow, head over to Zone5ive to hear Wendy speak, and meet her afterward as she formally launches the book with a talk titled "So what? Who cares? Why you?(TM):Crafting the Perfect Pitch".
The strongest endorsement anyone can give is to be a customer. At iotum we’ve consulted with Wendy and we use her methods extensively. ’nuff said!