Episode 71

IP in Motion: Repurpose, Partner, Rebrand; Create Value

Intellectual property becomes a strategic power tool in this conversation as Michele Baillie reveals how companies can repurpose their inventions, spark high-value collaborations and unlock new growth when markets shift.

This episode of The Business Emergency Room shows how intellectual property can shape business value when it’s woven into your innovation strategy. Maartje van Krieken and Michele explore patents, trademarks, copyrights and trade secrets through real examples like Fujifilm, 3M and Pfizer, pointing out how existing assets can open new markets and strengthen partnerships. 

The conversation raises questions worth pausing for. What hidden value sits inside the IP you already own? How often do you revisit your portfolio to see whether it still fits your direction? Could a single early patent shift how investors see your company? Michele offers a grounded view of IP that helps leaders use it with intention so it becomes a source of clarity, resilience and opportunity.



Episode Breakdown:

00:00 Navigating Intellectual Property in Turbulent Times

03:04 Repurposing Technology and Collaborations

05:57 Rebranding Through Intellectual Property

08:54 The Importance of IP in Business Strategy

12:06 Evaluating and Protecting Your IP Portfolio

14:53 The Evolving Nature of Intellectual Property

17:52 Investing in IP for Startups

21:00 IP as a Business Tool

Connect with Michele Baillie:

Connect with Michele on LinkedIn 

Visit Cesari and McKenna LLP

Michele Baillie is a seasoned patent prosecution attorney who helps companies protect their innovations in the U.S. and abroad. She guides clients through the full patent process and brings deep experience across software, wireless technology, climate tech and health tech, with a growing focus on the evolving patent landscape of AI. Recognized as a Super Lawyer and one of Massachusetts Lawyers Weekly’s Top Women of Law, she also mentors startups through the Cleantech Open accelerator. Michele holds a B.S. in Electrical Engineering from the University of Texas at Austin, a J.D. from the University of San Francisco School of Law and is a registered patent attorney with the U.S. Patent and Trademark Office.


Connect with Maartje van Krieken:

Connect with Maartje on LinkedIn

Visit The Chaos Games Consulting website

Visit The Business Emergency Room website

Subscribe to The Business Emergency Room on YouTube

Subscribe to Maartje’s Substack

Host Maartje van Krieken is a crisis strategist and decision-making expert who thrives in high-stakes business environments. Combining disaster management training, hands-on experience in global industries, and leadership skills honed as a seasoned sailor, she helps businesses navigate chaos with precision. Whether tackling transformation, scaling challenges, or leadership bottlenecks, Maartje delivers actionable insights to turn turbulence into traction. 



Podcast production and show notes provided by HiveCast.fm

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The Business Emergency Room: For Leaders Facing Volatility, Uncertainty, Complexity & Ambiguity (VUCA)
Triage, Tools & Tactics to recover from or prevent business chaos in this VUCA business environment

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Maartje van Krieken

Maartje van Krieken is a crisis strategist, executive consultant, and your at host of The Business Emergency Room podcast, where growing businesses go when things get messy. With a career that began in frontier oil and gas and spanned war zones, boardrooms, and billion-dollar pivots, Maartje has spent over two decades helping organizations steer through chaos and come out stronger.
Now through her consulting firm, The Chaos Games, Maartje works with medium-sized businesses, especially those scaling rapidly or navigating uncertainty, to diagnose breakdowns in leadership, collaboration, and decision-making before they become business emergencies. Her signature approach blends practical triage, people-first strategy, and blunt Dutch honesty to help teams realign fast.

​The Business Emergency Room delivers high-impact insights for business leaders, board members, and investors who are tired of the symptoms, disconnection, friction, paralysis, and want the tools to fix what’s really going wrong. Maartje’s episodes cut through fluff with stories, frameworks, and metaphors that turn even the most complex chaos into something leaders can act on.
Maartje is based in New Orleans and speaks regularly on navigating organizational storms, building business resilience, and turning reactive firefighting into proactive leadership. Whether you’re scaling a business, running a team, or dealing with dysfunction, The Business Emergency Room is the place to find straight talk and smarter tools.