The Impact of Strong Researcher–Industry Engagement
Featuring my conversation with Jennifer Caldwell and Susan Ochs on The Transfer Files, hosted by Andrea Nelson.
Every research institution faces its own version of the research translation challenge.
The technologies differ. The teams differ. The pressures differ.
But the underlying question is the same:
How do we prepare researchers to champion their work in a way that moves ideas from the lab into the world?
I built Commercialization CatalystTM to answer that question.
For some organizations, the program works as delivered.
For others, a tailored version is the right fit.
Oak Ridge National Laboratory (ORNL) chose the latter.
That decision—and what followed—is the focus of my recent conversation on The Transfer Files, hosted by Andrea Nelson, with Jennifer Caldwell, Director of Technology Transfer at ORNL, and Susan Ochs, Engagements Program Manager.
In the episode, we discuss how ORNL identified a researcher engagement gap, why they invited me in, and how we collaboratively built a customized version of Commercialization CatalystTM—now known locally as Catalyst.
Below is a closer look behind the scenes of that collaboration.
The Turning Point: When the World Changed—and the Strategy Had to Change With It
Before Catalyst existed, ORNL had launched an engagement model called Safari, designed to bring entrepreneurs, investors, and industry partners into the lab to explore technologies firsthand.
The idea was simple: if people could see the science up close, they would better understand its potential.
And for a time, it worked.
Then the world changed.
As Jennifer shared on the podcast, the post-COVID environment fundamentally altered how external partners wanted to engage. Travel slowed. Virtual interactions accelerated. Industry partners no longer needed—or wanted—lengthy onsite visits when they could evaluate opportunities remotely.
In her words, “We found that the world had changed.”
With that shift came a new challenge.
If partners were no longer coming into the lab, the message needed to go out—through virtual meetings, national workshops, conferences, and time-constrained conversations with non-technical audiences.
Safari had been built for an “open the doors and let people explore” model.
ORNL now needed a concise, clear, industry-ready outbound communication model.
That shift exposed a core need:
Researchers needed to explain their work quickly, clearly, and in the language industry uses—without the benefit of a lab tour, a demo, or an hour-long conversation.
As Susan put it candidly, early attempts to address this transition “did not work.”
“Some of our initial engagements were a disaster. We weren’t speaking the right language. We needed help.”
The issue wasn’t effort. It was alignment.
That realization marked a turning point. ORNL didn’t need new formats or logistics. They needed a new capability altogether.
That insight set the stage for developing Catalyst—a customized version of Commercialization CatalystTM built for this new era of engagement.
Why ORNL Chose a Customized Approach
Commercialization CatalystTM has been delivered across corporate labs, universities, and startup accelerators. Its core structure works consistently.
But ORNL needed a version designed specifically for:
- their commercialization workflows
- their internal processes for managing external partners
- their entrepreneurial ecosystem
- their goal of linking Safari to broader Department of Energy commercialization pathways
This required more than a simple copy-and-paste.
My background as a former Chief Innovation Officer, technology evaluator, and research leader meant I understood both sides of the equation: how technologies are developed—and how industry actually makes decisions.
Still, the customization process was collaborative.
As Jennifer noted on the podcast:
“She teaches researchers to focus on the elements that matter to industry. Without that, even strong communicators miss the sweet spot.”
Together, we designed what became Catalyst—a program built on the Commercialization CatalystTM structure, adapted to ORNL’s mission, researchers, and stakeholders.
Catalyst is the ORNL version of that system.
What We Built Together
Catalyst at ORNL includes the foundational framework of Commercialization CatalystTM, formalized as the RAMP Method:
- Researcher Role – clarifying how researchers contribute to commercialization
- Audience Awareness – understanding how industry, funders, and partners evaluate opportunities
- Messaging Mastery – translating technical work into clear, relevant value propositions
- Powerful Presentations – preparing researchers to communicate confidently and handle business questions
ORNL’s version added several tailored elements:
- small, selective cohorts
- a mix of group training and one-on-one coaching
- customized tools aligned to ORNL commercialization pathways
- participation from commercialization managers and internal stakeholders
- a public capstone event to reinforce accountability and visibility
As Susan shared during the episode:
“Excellence is idiosyncratic. Each researcher has a different voice, and Angelique helps bring that voice forward with clarity and passion.”
That individual coaching is where much of the transformation occurs.
National Recognition and Measurable Impact
Catalyst’s design and impact did not go unnoticed.
In 2025, the Federal Laboratory Consortium awarded our collaboration a Technology Transfer Innovation Award, recognizing:
- the partnership between ORNL and my firm
- alignment with DOE commercialization priorities
- measurable improvements in clarity, confidence, and engagement
This was followed by additional honors for Susan Ochs, including the Innovative Lab Technology Transfer Award and the Office of Technology Commercialization Director’s Choice Award.
As Anthony Pugliese, U.S. Department of Energy, Chief Commercialization Officer and Director of the Office of Technology Commercialization, noted:
“Commercialization is one of the most important ways we turn federal research into real-world impact. It’s how we strengthen our economy, support American industry, and ensure the Department’s work delivers for the American people. This kind of early-stage support—helping researchers build the skills, confidence, and connections to engage with the market—is essential to that mission. This award recognizes Susan’s leadership in making that happen through creativity, collaboration, and a deep commitment to public service.”
For ORNL, these recognitions affirmed that investing in researcher engagement capabilities was both timely and strategic.
For me, they reinforced a belief I’ve held for years: when researchers learn to communicate value—not just data—everything downstream accelerates.
What Changed: Three Cohorts, Three Clear Signals
Across three cohorts, the outcomes speak for themselves.
Cohort 1: A Researcher Who Turned Clarity into Real Impact
Clear communication and an industry focus led to a license, maturation funding, and technology in the marketplace.
“It put the train on the track.”
Cohort 2: A Team That Took Their Message to a National Audience
Once the radiopharmaceutical team galvanized their pitch, they hosted a major workshop that attracted big pharma and venture capital.
“That never would have happened before.”
Cohort 3: Quantum Researchers Who Sparked Broader Interest
By week eight, their message was crisp enough to present at a statewide quantum networking event — helping trigger serious consideration of future investment.
“It was crystal clear.”
These are not isolated wins. They represent what happens when communication becomes strategic rather than reactive.
Why This Story Matters Beyond ORNL
Every institution has its own culture, incentives, and processes. There is no one-size-fits-all approach to researcher engagement.
But the principles behind Commercialization CatalystTM—and ORNL’s customized version—apply broadly:
- Researchers need clarity about their role.
- Industry needs messages aligned with how decisions are made.
- Tech transfer teams need engaged partners, not bottlenecks.
- Communication determines momentum.
This case study shows what’s possible when institutions invest intentionally in researcher activation.
Explore What’s Possible in Your Organization
When ORNL recognized that the world had changed, the first step was clarity—understanding their engagement gaps, goals, and constraints.
If you’re seeing similar challenges, the Researcher Engagement Readiness Assessment can help identify where activation would make the biggest difference.
Because great research deserves greater impact.
Dr. Angelique Adams is CEO of Angelique Adams Media Solutions and Professor of Practice at the University of Tennessee. She helps universities, national labs, and research organizations accelerate commercialization through Commercialization CatalystTM powered by the RAMP Method.