Por Andrew Hupert

El enigma del encargado de la ex-palmadita en China: ¿cómo usted protege su IP cuando su IP es su producto y su echada de ventas? Para muchos servicio-orientó los negocios, las mismas ideas que están guardando de ser robado deben ser exhibidos y ser discutidos para promover su negocio. Nadie comprarán un diseño o un servicio que consulta si no tienen ninguna idea sobre de lo que está hablando el diseñador o el consultor. Pero una vez ese diseñador o consultor describe sus ideas creativas, él está en el peligro del hacer esas ideas sisar.

¿Qué puede usted hacer para protegerse pero todavía para conseguir su `de la marca de fábrica hacia fuera allí'?

Primero de todos, consiga utilizado a la idea que sus diseños, modelos, conceptos e IP conseguirán adaptados por otros. Eso es sobre cuál está el ser un líder de mercado todo. Usted tiene que encontrar maneras de utilizar que tendencia en vez de lucharla. Estaba una vez en un panel roundtable con un analista común que rechazó divulgar las recomendaciones de su compañía. Él parecía un tonto, y nadie entendía porqué él consiguió implicado cuando todo lo que él lo hizo era inútil cada uno tiempo. Si usted desea promover su IP, usted tiene que revelar algo de él.

Si usted hace iPods, usted tiene que apuntar a la gente que aprecia la diferencia entre las falsificaciones y las cosas verdaderas. Apple sells to three groups of people: 1) Fashion conscious people who like being on the cutting edge, 2) Genuine technophiles who appreciate the quality of their design and engineering and 3) Community members who value the software, upgrades and support they get from the Apple brand. Apple knows it will never sell to the rmb 150 fake market – and they don’t try. They offer value to the top of the market, and are willing to forgo the rest.

Five quick ideas for promoting your IP without losing your shirt – or your sanity.

1) Identify your target customer profile. Pre-qualify leads, and say “no” to inquiries who can’t meet your basic requirements. I’ve stopped sending detailed proposals to anonymous callers, free-email addresses and low-level “data-collectors”. Make your first call about getting the meeting with the decision makers.

2) Let the pirates build and educate your market. Do it the “Microsoft way”. They were ripped off for years – but those 8 rmb-per-disk dirt-bags ended up building their brand and making Windows the hands-down standard. Rip-offs hurt your pride and make you angry – but they are also promoting your ideas and teaching potential buyers about your industry.

3) Customer service and marketing. These are the Achilles Heel of the pirates and rip-off artists. Make sure you are building a community of buyers around a strong brand that is committed to service and quality.

4) Shine a light on it. Make “as stolen by …” part of your marketing approach! The customers you should be targeting won’t bother with cut-rate rip-offs, but sometimes they’ll buy from them without knowing it. Talk about how you have become the industry leader and that others have already started stealing your ideas. Then discuss the areas where your quality is better, and where you are moving ahead.

5) Keep it new. Stay ahead of the curve by setting the pace – and keep it brisk. Let your old clients know when you have upgraded or modernized your offering. That’s the strongest way to stay in touch with existing clients and build a community around your brand.

Andrew Hupert, China Solved