Innovation doesn’t sell itself—marketing does. This engaging session unpacks how success hinges not on the brilliance of an idea, but on how well it's positioned in the market. Through courtroom drama, toy industry insights, and real-world wins like the $350M baby monitor boom, we explore why people buy benefits, not products. Drawing from years of experience working with DOE and LLNL, the session also highlights how students helped commercialize lab and university tech into million-dollar startups. From robotic cats to national lab IP, LESI's High Tech Committee webinar will show why great marketing beats great ideas—every time.

Speakers:

Bill Seidel - President, America Invents, LLC.

Larry Udell - LES Silicon Valley Chair Emeritus & Founder, LES-SVC Past Chair