Par Andrew Hupert

L'énigme du directeur d'ex-tapotement en Chine : comment protégez-vous votre IP quand votre IP est votre produit et votre boniment ? Pour beaucoup service-a orienté des entreprises, les idées mêmes qu'ils gardent de l'vol doivent être montrés et discutés afin de favoriser leurs affaires. Personne n'achèteront une conception ou un service de conseil si elles n'ont aucune idée au sujet de de ce que le concepteur ou le conseiller parle. Mais une fois ce concepteur ou conseiller décrit ses idées créatrices, il est en danger de faire chaparder ces idées.

Que pouvez-vous faire pour se protéger mais pour obtenir toujours votre `de marque dehors là' ?

Tout d'abord, habituez-vous à l'idée que vos conceptions, modèles, concepts et IP obtiendront adaptés par d'autres. Est c'au sujet de ce qu'être un chef du marché est tout. Vous devez trouver des moyens d'employer que tendance au lieu de la combattre. J'étais par le passé sur un panneau roundtable avec un analyste courant qui a refusé de divulguer les recommandations de sa compagnie. Il a ressemblé à un imbécile, et personne n'ont compris pourquoi il est devenu impliqué quand tout qu'il était de rebut chacun temps. Si vous voulez favoriser votre IP, vous devez indiquer une partie de lui.

If you make iPods, you have to target people who appreciate the difference between fakes and real things. 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