The Business Emergency Room: For Leaders Facing Volatility, Uncertainty, Complexity & Ambiguity (VUCA)

IP in Motion: Repurpose, Partner, Rebrand; Create Value

26 Nov 2025

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Intellectual property becomes a strategic power tool in this conversation as Michele Baillie reveals how companies can repurpose their inventions, spark high-value collaborations and unlock new growth when markets shift.This episode of The Business Emergency Room shows how intellectual property can shape business value when it’s woven into your innovation strategy. Maartje van Krieken and Michele explore patents, trademarks, copyrights and trade secrets through real examples like Fujifilm, 3M and Pfizer, pointing out how existing assets can open new markets and strengthen partnerships. The conversation raises questions worth pausing for. What hidden value sits inside the IP you already own? How often do you revisit your portfolio to see whether it still fits your direction? Could a single early patent shift how investors see your company? Michele offers a grounded view of IP that helps leaders use it with intention so it becomes a source of clarity, resilience and opportunity.Episode Breakdown:00:00 Navigating Intellectual Property in Turbulent Times03:04 Repurposing Technology and Collaborations05:57 Rebranding Through Intellectual Property08:54 The Importance of IP in Business Strategy12:06 Evaluating and Protecting Your IP Portfolio14:53 The Evolving Nature of Intellectual Property17:52 Investing in IP for Startups21:00 IP as a Business ToolConnect with Michele Baillie:Connect with Michele on LinkedIn Visit Cesari and McKenna LLPMichele Baillie is a seasoned patent prosecution attorney who helps companies protect their innovations in the U.S. and abroad. She guides clients through the full patent process and brings deep experience across software, wireless technology, climate tech and health tech, with a growing focus on the evolving patent landscape of AI. Recognized as a Super Lawyer and one of Massachusetts Lawyers Weekly’s Top Women of Law, she also mentors startups through the Cleantech Open accelerator. Michele holds a B.S. in Electrical Engineering from the University of Texas at Austin, a J.D. from the University of San Francisco School of Law and is a registered patent attorney with the U.S. Patent and Trademark Office.Connect with Maartje van Krieken:Connect with Maartje on LinkedInVisit The Chaos Games Consulting websiteVisit The Business Emergency Room websiteSubscribe to The Business Emergency Room on YouTubeSubscribe to Maartje’s SubstackHost Maartje van Krieken is a crisis strategist and decision-making expert who thrives in high-stakes business environments. Combining disaster management training, hands-on experience in global industries, and leadership skills honed as a seasoned sailor, she helps businesses navigate chaos with precision. Whether tackling transformation, scaling challenges, or leadership bottlenecks, Maartje delivers actionable insights to turn turbulence into traction. Podcast production and show notes provided by

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13:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

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The Business Emergency Room: For Leaders Facing Volatility, Uncertainty, Complexity & Ambiguity (VUCA)

IP in Motion: Repurpose, Partner, Rebrand; Create Value

This episode hasn't been transcribed yet

Other recent transcribed episodes

13:00H | 21 DIC 2025 | Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

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