June 2011
The medium is the message. – Herbert Marshall McLuhan
People new to innovation ask Mr. Ronald Jackson (founder of Jackson Systems) for advice.
So he wrote a short book for them, Should I Patent
My Great Idea?, based on his experience in developing 10 patented
inventions and in bringing 40 products to market. Mr. Jackson, with his characteristic
enthusiasm for innovation, introduced us to his new book. We learned that his advice resides as much in
how he developed and marketed his book as in the content of the book itself.
Mr. Jackson’s approach to innovation is practical and hands‑on,
whether the invention is a HVAC zone control system or a book. His book presents an overview of innovation
and its risks, provides advice and options (including sample documents) for
minimizing those risks, and leaves the reader to decide whether s/he has enough
time, money, and enthusiasm to innovate.
“Work on ideas with
which you are somewhat familiar.” “Do as
much of the work as you can yourself.”
Publishing was new to Mr. Jackson. So, he decided to learn about the industry by
starting his own publishing company (Indy Short Books) to publish his book.
“You have only a few
seconds to get the attention of the person looking at the brochure.”
The book’s front and back covers portray the reader (i.e.,
inventor) as a thinking duck, which is itself a great invention. A duck knows no limits, able to go anywhere
because of its ability to walk, fly, and swim.
“Present yourself as a
professional.”
Trademarking the duck; adding a barcode, ISBN (International
Standard Book Number), and professional endorsement to the book cover; and
setting up a PayPal account to receive
payments give the book a professional appearance.
“Cultivate a network
of people who can help you.”
In preparing his book, Mr. Jackson consulted with attorneys,
business people, editors, marketers, and publishers.
“The invention process
is about 20% invention and 80% marketing.”
Mr. Jackson is starting to promote his book by giving away
hundreds of copies. He then plans to
advertize his book in trade journals and to use PR
Web to distribute press releases about his book in company newsletters. He expects to use his book as a marketing
tool to attract attention to his company Jackson
Systems and increase its sales of HVAC zone controls.
Thank you, Mr.
Jackson, for sharing your enthusiasm and expertise with us.