初创企业的神经科学

创业公司充满风险。引用最近的一篇文章“哈佛商业评论”中对风险投资公司的研究指出“在初始融资后三年内,不到15%的企业仍在运营。” 没有什么表明这些令人沮丧的统计数据可以得到改善。 创新技术的不断发展,驾驭无数商机的同时也带来了新的不可预测的风险,因为它们使许多历史性的商业模式和竞争障碍都成为过时或不重要。 例如,思考AirBnB在不拥有一间酒店的情况下,如何成功地与传统酒店竞争,或者Uber在不拥有一辆出租车的情况下,如何成功地与传统的出租车公司竞争。

初创公司和企业家们需要通过开发新的见解和策略来改变他们的服务,以跟上这些变化,以便在竞争日益激烈的市场中有效地为客户提供咨询。 如何相信可以通过应用社会神经科学和积极心理学的洞察力来提高形成和运营初创企业的决策质量。

一,澄清和评估“创业愿景”

任何新的创业公司都将从“灯泡时刻”开始 – 灵感来自于一个幻想,如何将一个想法成为制造商业和赚钱的机会。 任何一个企业家面临的第一个关键挑战是仔细评估这一幻想的优点 – 如何确定是否形成新业务。我们生活在一个复杂而不确定的世界中,变化的步伐不断增加,挑战变得越来越困难。 在宏观经济之外的个人挑战,是我们本来无法像我们所想的那样理性地处理信息而导致的。

也许企业家需要参考商业大师汤姆·彼得斯所建议的方式打破一些平衡点,他们的建议是“快速测试,快速失败,快速调整”。 而不是在“第一天”内全面跳跃极端风险,企业家可能会在经历了一个较慢更周到和谨慎的开始后,全力以赴业务上升。

二,建立一个伟大的团队

事业发展很快就需要各种专业知识来有效运作,包括战略规划,财务规划,销售和营销技巧(包括如何定位产品或服务的洞察力)以及会计和法律咨询 – 以及根据公司的各种其他技能,如工程技能,临床护理技能,技术技能 等等。当然,成功发展业务也需要判断和领导力才能把这些资源拉到一起。

知道自己 – 包括自己的技能,资源和兴趣 – 允许创始人更有效地创造一个志同道合的个人团队,具有互补的技能和经验,他们可以一起帮助发展业务。 该团队可能不仅包括运营合作伙伴,员工和其他支持人员,而且还包括一个董事会(或顾问),其中有经验丰富的独立思想家,他们可以提供明智的忠告和信誉。

三,制定,执行和不断优化业务计划

成功的企业通常是取决于周到的规划,包括“上市”策略,融资计划和“人员计划”。 所有这些计划必须由创始团队的关键成员仔细研发,除其他事项外,还将告诉我们何时将会有什么样的风险。 必须确定优先事项,并就最有效的资源配置作出选择。 应确定和监测对企业成功至关重要的指标。 虽然传统财务报表(损益表,现金流量,资产负债表,损益)可能很重要,同样企业了解获取客户的成本或获取客户的利率也很重要。

一路上,创始人及其团队必须强调执行计划和决策。 成功需要非常清晰的前进,思考以下几个问题:(1)需要做些什么? (2)什么时候需要做? (3)谁来做? 和(4)我们将如何付款?

四,安全必要(启动)资本。

一个典型的创业公司需要确保资本为其经营和发展的计划提供资金,有时来自“家庭和朋友”,但通常来自无关(无偏见)的第三方 – 天使投资者,风险投资家和贷款人。 寻求资金的企业家很快会了解到这个过程有多么具有挑战性。 神经科学深入了解我们的大脑如何处理信息,包括关于目标评估,优先形成和选择行为等。 这样的见解反过来提出了一些策略可能帮助提高企业家可以获得投资者的“支持”。

五,培育信任文化

“文化”这一主题在美国乃至全世界的很多企业(和商学院)中仍然受到重视。 领导人已经认识到,文化是企业成功的先决条件,而不是在困难的商业世界中相对不重要的“软”技能。 正如Zappos的创始人Tony Hsieh所言。 “企业往往会忘记文化,最终他们因为不能从不愉快的员工那里提供良好的服务而苦恼。”同样,杰出的心理学家和畅销书作家丹·贝克博士观察到,一个“幸福的公司”是所有在组织内工作的个人共同努力的一个共同目标,利用多种优势来生产和提供高产品的质量和/或服务,并通过这些努力找到个人满意度,同时对他人的生活产生积极的影响。

结论

我们任然受到了企业家及其创造力的激情和智慧的启发。 不幸的是,尽管沃尔特·迪斯尼说,我们所有的梦想都不会成真,即使我们有勇气去追求他们。但我们还是认为企业家(及其专业顾问)将会遵循以下的路线图:(1)通过与潜在客户进行审查来评估潜在的机会,(2)评估谁可能需要建立公司并创造权利 球队。 (3)与团队合作,制定周期性的“上市”计划,不断评估,精益求精,(4)考虑筹集资金的新策略,(5)注重创造和培育 – 伟大的文化。   虽然生活中没有保证,但我们的经验表明,这种方法可以帮助任何企业家的梦想更可能的成为现实。

Forum-shopping in Patent Litigation

Marshall, Texas is where 9% of all the patent cases throughout the nation are filed in. More recently Lex Machina found that 44.2% of all new patent cases were being filed within Marshall, Texas. More than 90% of these cases were filed by companies that buy patents from others. This is a result of forum-shopping by litigants.
However, this may all end after March 27th when the Supreme Court hears the case TC Heartland v. Kraft Foods Group Brands, which is disputing over the marketing of “liquid water enhancers.” These “enhancers” are flavored, sweetened, or vitamin-enriched mixes that are added to the consumer’s water to in order to add flavor to it. The product is known as MiO for Kraft and Splash for Heartland. In 2014, Kraft sued Heartland and chose to bring the suit to Delaware (even though they are both either based in Illinois or Indiana), which is known as the second most popular district for patent suit filings. Based on the patent-specific law, it is required that suits be brought where the company resides. However, the general statute allows a corporation to be sued wherever they do business. Since Heartland sold liquid water enhancers in Delaware, Kraft was legally able to choose that venue.
Heartland cited law 28 U.S.C. § 1400(b) in order to create the argument that the choice for the forum should be where the company “resides” rather than where it is sold due to the changes made to § 1391(c) in 1988 by congress. § 1400(b) states “civil action for patent infringement may be brought in the judicial district where the defendant resides”. § 1391(c) states “For all venue purposes … [a corporation] shall be deemed to reside, if a defendant, in any judicial district in which such defendant is subject to the court’s personal jurisdiction with respect to the civil action in question.” Heartland’s argument quotes Fourco Glass Co. v. Transmirra Products Corp in order to address the relationship between § 1400(b) and § 1391(c). In 1957, the Supreme Court examined this . Section 1440 (b) states that a patent infringement suit “may be brought” to the district in which the company “resides.” Prior to the amended Statute 1391 (c) designated the districts in which a corporation may be sued. Heartland stated within their argument that “The 2011 amendments to § 1391(c)… reaffirm that § 1391(c) defines “resides” in § 1400(b).” The revised statue defined the residence of corporation as any district in which it was amendable to jurisdiction.
When the case was brought to the Federal Circuit court, Heartland’s argument was rejected. The court decision was made due to the fact that “Fourco cannot be read as embedding into § 1400(b) a permanent definition of corporate residence that would be impervious to future changes to § 1391(c)”. That the “The statutory framework is as clear now as it was before 2011. Section 1391(c) continues to define the term “resides” in § 1400(b) with respect to corporate defendants.” It concluded that this case was a poor vehicle to address the “forum shopping” issue due to the fact that the case was not brought to Texas, but to Delware where the Heartland was purposely directing sales of the infringing product. Based on the Fourco case addressed by Heartland, the patent suit should have been brought into the venue where the defendant is incorporated or resides (Carmel, Indiana). Thus, the case was brought upon the Supreme Court.
During the proceedings, Chief Justice Roberts overheard the argument between TC Heartland’s James Dabney and Kraft Food’s William Jay over the question: “Does the subsection of the general venue statute (§ 1391) that allows a corporation to reside in many jurisdictions for the purpose of establishing jurisdiction apply to the patent venue statute (§ 1400)?”
Argument of James Dabney
Mr. Dabney opened up the argument by using the Fourco Glass case and how the court interpreted section 1400 (b) and that it should not be supplemented with section 1391. The court then questioned about how to handle unincorporated associations in relation to Fourco in which was not defined in section 1400. Dabney then states that the grounds on which Fourco was held for section 1400 was “standalone” due to the fact that “its predecessor has applied to any person, corporation, or partnership” (Dabney). Based on diversity, the court mentions that a corporation “is diverse based on not simply its place of incorporation, but its principle place of business” (Ginsburg). Mr. Dabney proceeded to argue over statute 1391 that whether or not a corporation was “domicile” or permanent residence within the country, that the corporation is seen as a resident for venue selection and that this has been in the general venue law since 1948. However, the court argued that the Fourco case was not based on any statute but based on common law. Mr. Dabney then proceeded to disagree with by establishing the fact that the word “resides” in statue 1400 is the same as “whereof he is an inhabitant” of section 48 of the judicial code in which was synonymous to the word “domicile.”
Based on these statements, the Supreme Court asked Mr. Dabney what Congress can do to reverse their decision on Fourco without repealing section 1400. An amendment of statute 1391 was then suggested by Dabney by changing “except as otherwise provided by law” to “notwithstanding any other provision of law, this would govern. “ Dabney also went ahead and stated that the respondent is arguing that section 1400 should have an artificial meaning of “resides” imported from 1391; that you can’t import a “fictitious definition of “resides” without destroying both the text of the statute and completely defeating its purpose” (Dabney). Afterwards, the Supreme Court Justices questioned the relevance of Dabney’s argument and complaint about the forum shopping to this case and begun to defend Delaware as a “friendly” forum where many corporations are incorporated. The court also proceeds to question how they can decide where a venue is “proper” for a corporation. Mr. Dabney continued to defend TC Heartland that the general venue statue 1391 covered all types of defendants including corporations and individual people; that TC Heartland is a chartered entity and is encompassed by this statute. He also goes along to state “1400(b) says you have to have a regular and established place of business and commit an act of infringement.” In which TC Heartland would need to conduct business and be “domicile” within Delaware in order to be litigated for any sort of infringement.
Argument of William Jay
Mr. Jay began his argument by establishing that the court decision made during Fourco Glass Co. v. Transmirra Products Corp was still “good law.” Mr. Jay and the Supreme Court justices agreed that the quote “except as otherwise provided by law” in statute 1391 was not intended to overrule the Fourco case and the decisions made for that case were not related to the current case of Heartland vs Kraft. Mr. Jay proceeded to mention that the Fourco decision was based on “the fact that [statute] 1400 was recodified in the 1948 revision of the Judicial Code” (Jay). By this, “… when Congress makes a change in language, this court’s presumption is the opposite. The Court’s presumption is that Congress means to do something by its change, not in the recodification context. Now we don’t have the recodification context anymore” (Jay). More specifically, statute 1391 no longer provides where a corporation could be sues. According to Mr. Jay, it is now “a purely definitional provision” in order to clear up any issues where you can sue an artificial entity that is not a corporation and where they reside. That “there was no settled construction of the law on where an unincorporated association resides in 1948, and there is none yet. “ Mr. Jay continued the argument by that stating that “for all venue purposes” works for the 1391 statute and continues to be defined within the 1400 statute.
During the argument, Mr. Jay begins to bring up suggestions in order to improve statute 1400 in order to reduce arguments such as this case to reduce “over-crowding” of specific venues. Such as, “add where the plaintiff has done research on the invention that is patented” (Jay).
Heartland is not the first company to approach the Supreme Court, since companies are frustrated over the cases filed by the Eastern District of Texas by patent trolls. The biggest groups that defend the general statute are pharmaceutical and biotech companies when they utilize the lax venue laws against generic manufacturers. Ultimately, the ruling for Heartland by the Supreme Court will cause dramatic changes to the patent field. If Heartland’s argument is sound, 58% of all patent cases would have to be conducted in another location other than Marshall, Texas.