Understanding the different types of intellectual property rights and their implications is key to knowing what’s right for you and your business and also when and why. But it requires a great deal of expertise, product and market knowledge and strategic thinking mostly mastered by professionals.  In this podcast Rut Herbjörnsen, European and Swedish patent attorney, will tell you more about the role of a patent attorney who can provide you with excellent advice on IP types, help you define the assets you want to protect and become a valuable business partner. Moderated by Alison Campbell, CEO of the United Kingdom Government Office for Tech Transfer. This is the fourth episode in the 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.