Why Commercialization?


“The Best Thing Since Sliced Bread”

Have you ever noticed that sliced bread seems to be the innovation people reference most often? Most of us have used the phrase “the best thing since sliced bread” to describe a new product or service.

But consider this. When sliced bread was originally invented by Otto Rohwedder in 1910, no one knew about it. No one bought it. And for the most part, it was an economic failure. It wasn’t until Wonder Bread came along 15 years later and successfully brought it to the marketplace that sliced bread became a part of our daily lives.


The Moral of the Story

Innovations, no matter how novel or extraordinary, can fall short of their true societal and economic impact if they aren’t introduced to the right audiences. In other words, the success of an idea isn’t simply the idea itself; it’s how that idea matriculates into people’s lives. We find that in many cases, even with ideas as great as sliced bread, commercialization may be the quickest and most effective way to help new ideas find their way into homes, workplaces, and institutions around the world.


Innovator Benefits of Commercialization

Innovators who commercialize their products, services, or ideas stand to benefit in many ways. To see a listing and explanation of some of these benefits, visit our Innovator Benefits page.