Understanding IP Matters

The Center For Intellectual Property Understanding
  • 5.0 (4)
  • Non-Profit
  • Updated Biweekly

‘Understanding IP Matters,’ is a popular podcast series that enables successful entrepreneurs, inventors, content creators, executives and experts to share their IP story - the good, bad and amazing. The series is brought to you by the Center for Intellectual Property Understanding, an independent non-profit established in 2016. CIPU provides outreach to improve IP awareness, enhance value and promote sharing. www.understandingip.org

  1. 23h ago

    The Meaning of IP Value Today

    Send us Fan Mail Some startups have filed 300 patents in every country in the world and still ended up in bankruptcy court, unable to sell a single one. Efrat Kasznik, president of Foresight Valuation Group and an IP management instructor at Stanford Business School, returns to Understanding IP Matters to explain why patent counts alone no longer impress sophisticated investors, and what does. Bruce Berman talks with Kasznik about the exit bottleneck trapping roughly 1,300 unicorns, why software companies are scrambling to rebrand themselves as AI companies, how trade secrets get valued when a company has never bothered to inventory them, and why IP keeps getting buried inside goodwill on corporate balance sheets. The strongest idea: patents, trade secrets and data are only as valuable as the business model and the people built around them. KEY TAKEAWAYS A patent portfolio only has value if it is tied to a real product and a viable business model.Investors are currently concentrating roughly 70 percent of funding into AI, cybersecurity, deep tech and defense.SaaS companies face a difficult shift from fixed subscription pricing to usage based AI pricing, and investors can tell the difference.Data itself is hard to protect through patents or copyright, so companies lean on contracts and trade secret law instead.Many companies only discover what trade secrets they actually have once litigation forces them to make a list.IP backed lending is becoming a real option for companies trying to stay private longer without raising new equity.A company's complementary assets, like distribution and infrastructure, often explain more of a deal's value than the IP itself.Acquired intellectual property shows up on a buyer's balance sheet, but internally developed IP never does.Investors respond more to comparable deal pricing than to general claims about a company's IP strength.CONNECT & SUBSCRIBE Learn more about CIPU: understandingip.org Connect with Efrat Kasznik: https://www.linkedin.com/in/ekasznik/ 00:00 Introducing Efrat Kasznik 01:10 Which sectors investors see as hot right now 03:10 Do patents still matter for startup valuation 04:43 Why data is hard to protect through IP 06:48 What investors look for in an exit 09:36 How IP helps bridge the exit bottleneck 13:12 AI investment and the pressure to rebrand 17:38 Agentic AI patents and coming litigation 18:56 How AI is reshaping law firm billing 21:55 Is IP more important for startups today 23:08 Valuing trade secrets that were never catalogued 29:21 Why some unicorns over patent and still fail 33:09 AI adoption gaps between the US and China 35:06 Why IP still gets buried inside goodwill 39:22 What really shapes investor perception of IP Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    The Meaning of IP Value Today

  2. Oct 6

    Bridging the Disconnect - IP Memes Matter

    Send us Fan Mail In Spider-Man 2002, newspaper editor J. Jonah Jameson shouts an iconic line:  "Run down to the patent office, copyright the name "Green Goblin." I want a quarter every time someone says it." But here's the thing... that's not how copyrights work. Even smart, engaged people mix up basic IP concepts, and that confusion has real economic consequences.  Corey Salsberg, Vice President and Global Head of IP Affairs at Novartis, joins Bruce Berman to unpack why intellectual property, despite driving over 44 percent of American GDP and a third of the US workforce, remains poorly understood by the public and even most members of Congress. Salsberg traces the disconnect to a lack of education, a communication problem in a soundbite culture, and a tendency to see patents as barricades rather than bridges. He also digs into what AI means for inventorship, why the pharmaceutical patent cliff threatens future medicines, and why human connection still matters in a world of AI generated content. The strongest idea: we already have a great IP story, we just need to tell it better. KEY TAKEAWAYS Roughly one third of the American workforce is tied up in IP driven industries, and IP is linked to over 44 percent of US GDP.Most people, including the large majority of members of Congress, receive little to no education about how patents and copyrights actually work.The US patent system is written into the Constitution and was the third act passed by the very first Congress.Only a human being can currently be recognized as an inventor because inventorship requires recognizing and appreciating the significance of what was created, something AI cannot do on its own.Roughly 90 percent of drug candidates that are scientifically validated still fail in clinical trials, and only 20 to 30 percent of approved medicines ever turn a profit.Developing a new medicine can cost between two and five billion dollars, which is why patent protection is needed to offset the financial risk of R&D.A pharmaceutical patent cliff between 2025 and 2030 threatens significant revenue that funds future drug development.Framing patents as an economic bridge rather than a barricade can help build common ground with people who hold anti-IP views.Congress passed the Bayh-Dole Act, created the Federal Circuit, and passed the Hatch-Waxman Act in the early 1980s specifically to help the US regain global leadership in innovation.Everyday products, from Levi's jeans to Eddie Van Halen's guitar equipment, carry an IP story that can make patents and copyrights relatable to non-lawyers.CONNECT & SUBSCRIBE Learn more about CIPU: understandingip.org Connect with Corey Salsberg: https://www.linkedin.com/in/corey-salsberg/ 00:00 Why IP stories go untold 00:46 Introducing Corey Salsberg 01:28 Where the IP disconnect begins 02:16 The historical roots of the patent system 03:19 One third of US jobs tied to IP 04:12 The education gap, even in law school 05:09 The Spider-Man copyright joke 05:42 IP's communication and attention span problem 07:44 Mark Twain's crab quote on patents 08:33 Politicians and the declining IP voice 09:19 IP through four industrial revolutions 10:22 The surprisingly recent age of modern medicine 12:02 What is and isn't patentable 13:29 The Chakrabarty decision and modern biotech 14:28 Gene patents and the ACLU case 15:17 AI, inventorship, and who owns a patent 17:44 Why AI cannot legally be an inventor 19:11 Patents as a bridge, not a barricade 21:18 Drug pricing is not an IP issue 22:35 The multi-billion dollar cost of a new medicine 23:47 Aspirin, antibiotics, and early pharma patents 24:19 Why most medicines never become profitable 25:38 AI, R&D efficiency, and future drug possibilities 27:28 Federal research cuts and the academia gap 29:41 Private funding and its risks for science 30:12 Why human connection still matters 32:09 Corey's father and his path into patent law 34:10 Do C-suites really understand IP? 36:17 IP champions among industry CEOs 38:03 What's happening with IP reform in Congress 40:38 How the US became a pharma innovation leader 43:19 Teaching IP as part of general education 45:33 The story behind Levi's rivets and jeans 46:29 Eddie Van Halen's guitar patents 48:04 AI is turning everyone into an IP creator 49:08 Taylor Swift, the NFL, and IP advocacy 49:30 Dolly Parton's rights of publicity 50:02 Closing thoughts and what's next Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    Bridging the Disconnect - IP Memes Matter

  3. Sep 22

    Patents, Power, and the Fight Between David and Goliath

    Send us Fan Mail America built its patent office before it had paved roads in its own capital, and that decision still shapes how invention works today. Bruce Berman is joined by Eric Hintz, an invention historian at the Smithsonian Institution's National Museum of American History, for a conversation that traces the roots of the U.S. patent system back to the Constitutional Convention and forward through the rise of corporate research labs. Hintz explains why the framers designed a patent system meant to be accessible to anyone, how independent inventors and corporations have alternated the upper hand for over a century, and how figures like Robert Kearns and Samuel Rubin illustrate both the promise and the limits of protecting an invention as an individual. The conversation matters well beyond patent attorneys. It touches on how innovation actually gets funded, commercialized, and credited, and why the health of the independent inventor matters to entrepreneurs, investors, and anyone who cares about where the next big idea will come from. Understanding IP Matters is produced by the Center for Intellectual Property Understanding (CIPU). Subscribe on your platform of choice or visit understandingip.org. Learn more about CIPU: understandingip.org Eric Hintz / Smithsonian National Museum of American History: https://www.linkedin.com/in/eric-s-hintz-phd/ REFERENCES & LINKS American Independent Inventors in an Era of Corporate R&D by Eric HintzMen of Progress, 1862 painting by Christian Schussele, National Portrait GalleryZorina Khan, economic historian at Bowdoin CollegeKara Swanson, Northeastern University School of Law, research on the invention of NedRobert Kearns and the intermittent windshield wiper storyNational Museum of American History patent model collection00:00 Introduction 00:18 Meet Eric Hintz of the Smithsonian 01:05 The Constitution's patent and copyright clause 02:11 How European monarchies handled patents 03:30 America's democratic, egalitarian patent system 04:19 The pendulum between inventors and corporations 05:53 The rise of corporations in the 1880s 07:01 Robert Kearns and the windshield wiper case 07:50 The America Invents Act of 2011 09:02 From garages to global companies 10:16 Three ways independent inventors made money 12:42 Samuel Rubin and the Duracell partnership 17:00 The old Patent Office building in Washington 19:27 Patent models at the Smithsonian collection 20:56 The Men of Progress painting 23:36 The story of Ned, an enslaved inventor 26:07 How corporate R&D marketed against inventors 28:41 Why predatory patent practices carry little stigma 31:48 Why innovation cannot be kept down 36:03 Closing thoughts on America's inventors Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    Patents, Power, and the Fight Between David and Goliath

  4. May 12

    A Leader in the $370B Character Licensing Boom

    Send us Fan Mail Character licensing is a $370 billion global industry — and most people have never heard of it. Bruce Berman sits down with David Born, CEO of Born Licensing and one of the world's leading experts in character and IP licensing for advertising. From placing Buddy the Elf in a UK supermarket ad to helping Geico license Angry Birds, David breaks down how brands use intellectual property to create instant emotional recognition in marketing campaigns. He explains how licensing deals are structured and valued, how licensors protect their brands from overexposure, and why smaller or emerging characters can actually offer better ROI than the hottest properties. David also shares how he built Born Licensing into one of the fastest-growing companies in Europe without any formal legal training — and why he thinks licensing is the most underrated business skill in the world. KEY TAKEAWAYS Character licensing is a $370 billion global industry that most consumers interact with daily without realizing it.Brands license IP in advertising through multiple methods — placing characters in ads, using existing footage, recreating iconic scenes, or rotoscoping characters from original films.Licensing fees are determined by scope: territory, term, media channels, and usage type all factor into the final value of a deal.Top-tier licensors like Disney and Marvel are extremely selective about who they work with — protecting brand equity is a higher priority than volume of deals.Lesser-known or dormant characters can offer better commercial terms and faster approval processes, making them attractive for companies new to licensing.David Born built Born Licensing into an FT 1000 fastest-growing European company by filling a gap no one else was serving: helping ad agencies navigate IP licensing.Consumers will pay more for licensed products — the brand association adds perceived premium value that can offset royalty costs.AI presents both opportunities and challenges for the licensing world, with major licensors still uncertain about how to embrace it without compromising IP protection.Without formal legal training, David relies on deep industry experience, strong licensor relationships, and his lawyer sister for more complex legal questions.The best measure of a successful licensing campaign is authentic fan response — when fans love seeing their character used well, it's a win for everyone.Learn more about CIPU: understandingip.org  Born Licensing: bornlicensing.com  Born to License Podcast: Search "Born to License" on your podcast app Understanding IP Matters is produced by the Center for Intellectual Property Understanding (CIPU). Subscribe on your platform of choice or visit understandingip.org. 00:00 - Introduction & guest welcome  02:13 - How character licensing entered David's life  04:33 - Who listens to Understanding IP Matters  05:15 - Types of IP licensing in advertising  07:05 - How licensing deals are valued  08:35 - Geico x Angry Birds case study  09:08 - Measuring campaign success  11:07 - Born Licensing's two business divisions  12:39 - Major vs. lesser-known characters  15:22 - Brand equity and saying no to deals  17:29 - Operating without a legal background  19:15 - Compensation and equity structures  20:11 - FT 1000 fastest-growing company recognition  21:39 - Filtering opportunities for licensors  22:59 - Born to License podcast  24:44 - Lessons for tech and content licensing  25:29 - The cost and value of licensing  27:40 - AI and the future of character licensing  31:31 - Content authenticity and IP tracking  32:32 - David's first awareness of IP 33:50 - Final thoughts for listeners Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    A Leader in the $370B Character Licensing Boom

  5. Mar 31

    How the University of Kentucky is Building AI-Forward Culture and Driving Economic Impact

    Send us Fan Mail Protecting intellectual property at a university should come before sharing it Ian McClure, Vice President of Research and Innovation at the University of Kentucky, makes the case that intellectual property isn't a barrier to innovation — it's the scaffolding that makes innovation possible. In a wide-ranging conversation with host Bruce Berman, Ian discusses how UK is leading a $200 million AI transformation strategy, why spinning out startups generates 50% more local economic impact than publishing alone, and how universities must evolve their promotion and tenure systems to truly reward innovation. Drawing on his background in M&A law, IP transactions, and his tenure as president of the Association of University Technology Managers (AUTM), Ian brings a rare combination of legal, commercial, and academic expertise to every topic — from the ethics of AI adoption to the practical challenge of getting researchers to file a provisional patent before they publish. Key Takeaways Spinning out a startup from university research generates 50% more local economic impact than publishing alone without IP protection.The value of intellectual property exists if — and only to the extent — it is enforceable. Willingness to enforce matters as much as the scope of the patent.Universities are uniquely positioned to study AI adoption because they host every level of sophistication, from first-generation students to decades-experienced AI researchers.UK's Commonwealth AI Transdisciplinary Strategy (CATS AI) is a $200 million, three-to-five-year holistic framework for preparing an entire institution for the AI era.Startup IP strategy is central to tech transfer: IP protection attracts outside capital, creates jobs, and keeps economic benefits local.The promotion and tenure system at most universities still biases researchers toward publication over patenting — and changing those incentives is a major needle-mover.AI is accelerating the pace of drug discovery and research, compressing timelines that once took years into months.IP is the necessary governance layer that enables responsible AI innovation without stifling it the way premature over-regulation might.Universities must balance curiosity-driven basic research with use-inspired research that responds to state and industry needs.Fear of AI is valid and must be acknowledged — but institutions need structured, flexible frameworks to help every stakeholder move forward.00:00  Introduction & opening quote 02:06  Ian's role at University of Kentucky 02:34  Challenges of AI adoption at a research university 05:30  The CATS AI strategy: origins and scope 08:00  How UK measures success across the institution 11:54  Addressing fear and resistance around AI 13:44  IP challenges at the intersection of AI and research 17:43  Licensing AI tools and IP as innovation scaffolding 21:42  UK's Microsoft Copilot partnership explained 22:09  Choosing an enterprise AI partner 25:38  Key concerns for tech transfer executives today 28:27  The case for university spin-outs 31:15  Why researchers resist filing patents before publishing 32:26  Reforming promotion and tenure to reward innovation 35:47  Enforceability: the mantra Ian teaches in law school 38:16  Balancing basic research with industry-responsive research 41:25  Ian's first encounter with IP: a merger that fell apart 43:31  Final thoughts: IP, AI, and embracing the transformation era Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    How the University of Kentucky is Building AI-Forward Culture and Driving Economic Impact

  6. Mar 3

    Scaling IP Benefits: Tencent, the White House, and AI

    Send us Fan Mail Danny Marti has navigated IP from the Obama White House to the boardrooms of some of the world's most powerful companies. As President Obama's intellectual property enforcement coordinator — the so-called "IP czar" — Danny helped shape a whole-of-government approach to IP strategy. Today, as Head of Public Affairs and Global Policy at Tencent, he oversees IP protection for the world's largest trademark filer and one of the top holders of AI patents globally. This conversation covers Tencent's remarkable transformation of music piracy in China, how the company built Weixin's crowdsourced IP enforcement platform, and why understanding the problem before reaching for a solution is the most underrated skill in IP — or any other field. Key Takeaways: Tencent is the world's largest trademark filer, operating a truly global portfolio across dozens of countries and product categories.China's music piracy rate dropped from roughly 97% to 2-3% in under a decade, driven largely by Tencent's investment in licensed streaming and aggressive enforcement.The Weixin Brand Protection Platform (Weishen) allows any user — not just rights holders — to report IP infringement, crowdsourcing enforcement at scale.Danny's time as IP czar centered on a whole-of-government IP strategy, coordinating more than a dozen departments, offices, and agencies.Tencent holds among the largest portfolios of AI patents of any company globally and is shifting focus toward agentic AI beyond generative models.Global video game development requires deep localization — culture, color, humor, and gameplay mechanics all vary significantly by region.IP laws have historically proven resilient in adapting to new technologies, but the speed and scale of AI may test that resilience in new ways.Existing copyright and trademark frameworks still apply meaningfully in the AI era; new regulation may be needed but isn't inevitable.Danny's IP origin story began as a poetry fellow and intern at the USPTO — a reminder that IP touches creative fields from the start.The core lesson Danny carries from the Situation Room: spend time understanding the full scope of a problem before proposing solutions.Subscribe on your platform of choice or email us at explore@understandingip.org. Content provided is for informational purposes only and does not represent the views of CIPU or its affiliates. 00:00 - Cold open: The Situation Room and IP 01:32 - Why Tencent isn't a US household name 05:35 - Danny's role and Tencent's IP portfolio 07:00 - Largest trademark filer in the world 08:30 - Tencent's AI patent strategy 10:55 - Copyright evolution in China 12:00 - Music piracy transformation 14:10 - Life as the Obama White House IP czar 17:59 - Whole-of-government IP strategy 21:01 - Government to global industry 22:35 - IP challenges at RELX and LexisNexis 27:21 - Protecting value-added content 28:33 - Global gaming and localization 32:33 - The Weixin Brand Protection Platform 35:07 - Why users self-report IP violations 37:51 - Agentic AI and the future of IP law 39:16 - Will AI require new regulation? 41:53 - Danny's IP origin story 44:13 - Understand the problem first Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    Scaling IP Benefits: Tencent, the White House, and AI

  7. Feb 17

    Greenhouses for Innovation: Balancing Patent Rights and Public Good with Laura Peter

    Send us Fan Mail Laura Peters provides rare perspective to intellectual property awareness, having served as Deputy Director at the U.S. Patent and Trademark Office under Andre Iancu before becoming Executive Director of Research at UNC Charlotte. She tackles persistent misconceptions about patents in university settings, where publication incentives often overshadow commercialization opportunities.  Peters explains how patents function as temporary greenhouses for innovators—protecting ideas for 20 years before releasing them to public knowledge. Her work focuses on helping researchers understand that intellectual property extends far beyond patents and that securing rights doesn't conflict with open knowledge principles. KEY TAKEAWAYS: Universities reward publications over patents, creating commercialization barriersResearchers often conflate all IP rights with patents, missing broader protections Open knowledge advocates can still benefit from patent rights and public dedicationPatents publish after 18 months, contributing to collective innovation knowledgeTrade secrets are rising as patent uncertainty increases in AI and other sectorsSubject matter eligibility reforms could strengthen innovation protectionUniversity culture change requires extensive education and community buildingPatents preserve innovator legacy across global innovation records Support the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    Greenhouses for Innovation: Balancing Patent Rights and Public Good with Laura Peter

  8. Feb 3

    AI and IP Law, A Cautious Embrace

    Send us Fan Mail Wayne Stacy brings a unique perspective from his role as executive director of Berkeley Center for Law and Technology. From his early days as a patent litigator to directing the Silicon Valley USPTO office and earning a Fulbright to work in Nepal, Wayne has witnessed dramatic changes in how technology affects legal practice. This conversation explores how AI is transforming legal education, the evolution of patent litigation costs, and why future lawyers need different skills than previous generations. Key Takeaways: AI enables lawyers to focus on higher-value work by automating routine tasksLegal education must teach AI integration rather than AI avoidanceCross-disciplinary collaboration between law and engineering drives innovation policyFuture lawyers need policy development skills alongside traditional legal trainingBerkeley's position in Silicon Valley creates unique opportunities for public discussionsEntry-level lawyers must scale up capabilities to remain relevant in AI eraSupport the show Understanding IP Matters is brought to you by the nonprofit Center for Intellectual Property Understanding (CIPU) with generous support from its partners and sponsors. The podcast provides leading innovators and experts the space to share their IP stories. Subscribe on your platform of choice or visit understandingip.org. To reach us: explore@understandingip.org

    AI and IP Law, A Cautious Embrace
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About

‘Understanding IP Matters,’ is a popular podcast series that enables successful entrepreneurs, inventors, content creators, executives and experts to share their IP story - the good, bad and amazing. The series is brought to you by the Center for Intellectual Property Understanding, an independent non-profit established in 2016. CIPU provides outreach to improve IP awareness, enhance value and promote sharing. www.understandingip.org

Information

  • Creator
    The Center For Intellectual Property Understanding
  • Years Active
    2021 - 2026
  • Episodes
    58
  • Rating
    Explicit
  • Copyright
    © 2026 Understanding IP Matters
  • Show Website
    Understanding IP Matters

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