由安德鲁· Hupert

前轻拍经理的难题在中国： 当您的IP是您的产品和您的销售摊点时，您怎么保护您的IP ？ 为许多面向服务的企业，他们从被窃取守卫的想法必须显示和谈论为了促进他们的事务。 没人将买设计或咨询服务，如果他们不知道关于什么设计师或顾问谈论。 但一次那位设计师或顾问描述他创造性的想法，他是有安排那些想法被偷窃的危险。

您能做什么保护自己，但仍然得到您的品牌`那里’ ？

首先，习惯想法您的设计、模型、概念和IP将得到由其他适应。 那是什么是市场商情领头者是所有关于。 您必须发现办法使用趋向而不是与它战斗。 我曾经是在一个圆桌盘区与拒绝泄漏他的公司的推荐的一个股票分析员。 他看了似傻瓜，并且被了解的没人为什么他涉及，当所有他废大家的时间。 如果您想要促进您的IP，您必须显露一些它。

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