CHAPTER 5
Summary
After reading Licensing Myths & Mastery, you understand the activities, the terms, and what you need to know to find and attain the best license agreement. You learned some inner workings of the licensing business and some secrets that will give you an advantage. You also learned many things not to do. You may not have all of the answers, but you should have the right questions.
“Most Ideas Don’t Work” because of bad decisions, which come from bad information, assumptions, and no knowledge of the product, business, or customer. Myths are everywhere, hard to recognize, and impossible to avoid. Avoiding the myths and knowing why it may fail is often more important than why it may succeed. “What To Do About It”: failure precedes ...
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