Constructing the technology briefs used to market new innovations may seem like a simple enough task. Ideally, these are short write-ups designed to get the attention of interested suitors. But too many TTOs are failing to prioritize this basic but highly important function. As a result, promising technologies that really should have a shot at getting licensed may never get a look from potential licensees. “When you look at these technology databases … a lot of [the technology listings] are a single paragraph, and they may be abstracts which in most cases were taken from what the inventors wrote,” observes Laura Schoppe, the president and owner of Fuentek, a technology transfer consulting firm in Apex, NC. “[The TTOs] don’t even create a market description, so the listings are focused on what a technology does or how it was created as opposed to what the technology enables for industry.”