UW’s Missed Opportunity

I wrote early about UW-Madison’s Discovery 2 Product program. I was mostly impressed by what I saw as a serious effort to turn UW discoveries into viable  businesses. Given the UW’s paradoxical standing as a top-tier research industry with a ho-hum record  for entrepreneurialism, D2P seemed like a crucially needed step forward.

Three years later I checked back to find that, despite some successes, D2P had fallen out of favor and now “exemplifies what the campus keeps getting wrong on entrepreneurialism.”

From the story:

Over the past five years D2P has — at different times — been heralded, well funded, disparaged, put on ice, reconfigured and revived at a far more modest scale than originally envisioned.

Along the way D2P also became an archetype of both the university’s talent at spinning a good story (UW is flush with publicists) and of UW-style Game of Thrones palace intrigue that sometimes leaves blood on the floor.

The program was created to assist both seasoned faculty researchers and ambitious students to get their bright ideas to market. Its boosters included campus notables Paul DeLuca, spotlighted in our story on UW med school innovations, and Mark Cook, a revered ag school researcher and serial entrepreneur. D2P’s decline, in part, can be connected to DeLuca’s retirement as campus provost in 2014 and Cook’s death in 2017 at age 61. Two important D2P sentinels were gone, and the effort suffered.

“It was slow death by a thousand cuts,” recounts former D2P staffer Will Robus. He cites how budget cuts, a hiring freeze and the overt hostility of its campus overseer, Vice Chancellor for Research and Graduate Education Marsha Mailick, crippled D2P. (Mailick, now retired, declined to be interviewed for this story.)

To find out how D2P went wrong, please go here.

Explore posts in the same categories: Development, TheDailyPage.com/Isthmus, UW-Madison Research Series

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