When it comes to commercialising your technology, integrating intellectual property or IP,  into your business strategy can be a game-changer. IP can become an asset and essential marketing tool because it demonstrates credibility, sends a strong message about your market space and can help attract partners and investors. This podcast highlights how investing in IP at the right time can open many doors. Alison Campbell, CEO of the United Kingdom Government Office for Tech Transfer, talks to Maija Itkonen, serial entrepreneur, founder of the company Gold & Green. The company developed an entirely new plant-based protein and brought a range of new food products to the market. This is the first episode is a new series - "Intellectual property (IP) as key commercial asset: the essentials".  How could you turn your ideas and creativity into profit? More specifically, how could you commercialise patents and other intellectual property (IP) to grow your business? This podcast series help inventors, researchers, entrepreneurs and anyone interested in the potential of IP take their first steps in the business world. IP experts from all over Europe will share their inspirational stories, know-how and strategies that can help you turn your idea into a business. Find out in our new series!