Answer Happy

Lead, Follow, or Get Out of the Way General Brass, PhD (USMC-Ret.) is the founder and Chairman of Advanced Analytic Associates, Inc. (AAA). As a mid-sized government contractor with 1,500 employees, AAA provides software development, systems, and support for both civilian and defense agencies of the Federal government. With more than 50 patents. AAA has yet to commercialize or "productize" any of its intellectual property. Dr. Brass announced a campaign for 2018 to develop a minimum of five new products for the commercial markets using these patents. The first proposed product is "Truth Teller," a software program that can discern with 95.2% accuracy when an individ- ual is lying. Truth Teller uses only voice recordings and can apply to recordings taken from radio, TV, etc. A team of six individuals in AAA has been assigned part-time to market Truth Teller to commercial customers (for non-government clients). Dr. Brass has asked you to help coordinate this commercial marketing effort. He wants your initial thinking on a strategy for a campaign to cultivate commercial customers for the product. As the effort moves forward, he would also like you to consider the costs and benefits involved with this effort to launch the new product. What are the issues involved? What advice do you have for the team? Where are the potential landmines? How will you recognize success? Page 4 of 7 Innovation and Entrepreneurship in Established Organizations: Micro Cases on Intrapreneurship