Friday, December 23, 2011

Atus Design features slide show on YouTube

I have just created and published on YouTube my first slide show presentation featuring Atus Design, LLC. services in industrial design, new product development, prototyping, graphic and packaging design, engineering and so on.  

We hope you will find it well done and its content interesting. We are open to any comments and suggestions.

Atus Design, LLC. team

Wednesday, December 21, 2011

Is this English language or what?

H-m.. this might be a good time to re-evaluate your profile on LinkedIN and change few words... maybe many words. Maybe, even the whole language style and form?
I will start with the clarifying statement: English language is not my mother tongue. My native tongue is Russian, which can be derived from my very Russian first and family name. But, living few years in Canada and now in the USA took its toll- I now mostly use English language and even caught myself thinking in it.
I never experienced difficulty expressing myself more or less clearly. I want to talk about two "extreme points", where I consistently find myself completely lost. One point is when I sometimes forced to listen to modern-days teenagers, talking to each other in the street, in a store or cafe or on cell phone. Their language seems so simplified and primitive, yet, most of the time I completely fail to understand what they are talking about, what they are discussing. Line of conversation often comes to: " Yeah!... H-mm,! And I go... totally, like...yo-o, got it, you know! And he goes, know, aha, groovy, dude!"..., and so on and so forth. And this is not the "heavy" stuff, which I cannot even reproduce here.
Another extreme point is when I sometimes find myself in a middle of corporate marketing meeting, read marketing correspondence, article, job opening description or even job seekers resume. Terminology is very different from teenagers' talk, but in essence the result is the same... for me, at least. I get lost in a sea of sharp, pointy, rounded words and phrases. I start suffocate when I hear a long jumbo string:" We are leveraging major core competencies and ensure that your deliverables exceed client expectation in a best-of-breed style! We also implement multiplatform diversity across key geographies!" What have I just said? Do you know? I definitely don't.
On this web site many people write articles, expose their personal and professional profiles. Some just to please their EGO, others in pursuit of certain and not so certain goals. One thing is evident- many of them use the same marketing mumbo-jumbo language clich├ęs, meaning of which they may not always understand themselves. I am not an exception. I also sometimes fall into a pattern of doing things others expect me to do. In our perception we think that this language is expected of us in certain situations. And we deliver being afraid that simple and clear language may be interpreted as weakness.

LinkedIn’s 2011 Top 10 terms most overused words:
4.Extensive experience
5.Track record
8.Problem solving
9.Communication skills

LinkedIn’s 2010 Top 10 terms most overused words:
1.Extensive experience
6.Proven track record
7.Team player
9.Problem solver

Sunday, February 27, 2011

So, you have got a great idea for new product! What now?

New ideas and new products and technologies are very important factors in a process of making economy better, more dynamic and healthier. How and why so? Simply, because innovative products are being brought to life due to necessity to survive and succeed in a realm of free market competition. Such products find a fast track to manufacturing and distribution and create from hundreds to millions jobs. Thus, the more we innovate- the more jobs we create. Many creative people have new and great ideas for new innovative products. Unfortunately, far not all of them know what to do with these ideas and how to turn them into products. Yes, the process is not easy. Many amateur and even many professional inventors believe that the only way to protect their idea is by hiring a patent attorney and obtaining a patent. While this is definitely a true statement, it is not the only way. Some inventors learn how to patent their valuable intellectual property themselves, saving a lot of money in a process.
First, inventors must know that USPTO (United States Patent and Trademark Office) provides a lot of valuable help and advice to inventors and a lot of information on how to patent your idea can be found on USPTO web site. During the process PTO examiners can be contacted for advice on the process and application status inquiries.
In 1995 in an effort to make it easier and safer for independent inventors to market their inventions USPTO has created a process of Provisional Patent Application. Such application is somewhat easier to create and file without necessity to use expensive services of a patent attorney and application fees are considerably less than a full patent application. Current filing fee for Provisional Patent Application is US$125. Application can be filed and paid for on-line. It provides "Patent Pending" rights to the applicant and protects the idea for full 12 months. This time can be used by inventor to market his invention to potentially interested corporations and to prepare for submission of a full patent application. Danger of Provisional Patent Application is that if it is not turned into a full patent application within 12 months, inventor looses right to patent his idea, ever.
There are many books and sources, which teach amateur inventors patenting process. One of such invaluable sources of wisdom and legal and procedural information is a book by experienced patent attorney David Pressman "Patent It Yourself" . In his book author gives basic understanding of the patent application process and also describes a great number of PRO advices.
There are many design and engineering companies out there, which can help amateur inventors develop their idea into a viable product and implement it into manufacturing. Just be very cautious of companies which advertise themselves as invention marketing groups, have very impressive names, some have even more impressive TV advertisements. They pretend to be "inventor's best friends" and invite to bring any and all ideas for review. Many of these companies, if not most, are tricksters and they are not marketing or developing anybody ideas. They are only after inventor's money. 
One more interesting fact about patenting idea in the USA versus Europe and many other world regions, which inventors must know is that in United States one can have an idea, market it or even manufacture and then apply for a patent for the idea, that gave live to a product. In other words, your idea may become publicly accessible, yet, it ill still be patentable. According to patent laws in Europe, once your idea has been disclosed and known to general public and accessible to such, it is no longer privileged confidential information and is no longer patentable.

Article author: Gennadi Fedorov, Atus Design LLC, New Jersey based Industrial Product Design and Innovation firm.