Consider this: Sales is getting rid of what you have; marketing is everything else. If you can’t get your arms around this idea, try applying the “so what” factor. Since the great scale-up in vaccine development and production following World War II, exponential progress in scientific research has turbocharged an American economy that continues to bubble-up from an entrepreneurial DNA as basic to our human nature as breathing.

Nowhere has the environment been better for growing ideas than in university and industrial laboratories where pure and applied research spins off solutions that thrive under a capitalist framework. When scientists and engineers commit to finding a better way to do something, they usually do. But whether their innovative solutions sell or not depends on a weak link in the chain of custody – the marketing program.