由安德魯・ Hupert

前輕拍經理的難題在中國： 當您的IP是您的產品和您的銷售攤點時，您怎麼保護您的IP ？ 為許多面向服務的企業，他們從被竊取守衛的想法必須顯示和談論為了促進他們的事務。 沒人將買設計或咨詢服務，如果他們不知道關於什麼設計師或顧問談論。 但一次那位設計師或顧問描述他創造性的想法，他是有安排那些想法被偷竊的危險。

您能做什麼保護自己，但仍然得到您的品牌`那裡』 ？

首先，習慣想法您的設計、模型、概念和IP將得到由其他適應。 那是什麼是市場商情領頭者是所有關於。 您必須發現辦法使用趨向而不是與它戰鬥。 我曾經是在一個圓桌盤區與拒绝洩漏他的公司的推薦的一個股票分析員。 他看了似傻瓜，并且沒人瞭解為什麼他涉及，當他的所有廢大家的時間。 如果您想要促進您的IP，您必須顯露一些它。

如果您做iPods，您必須瞄準讚賞在偽造品和實物之間的區別的人。 蘋果計算機公司出售對三群人： 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