Pros: ‘Perspective/Wisdom’. The authors clearly know what they’re doing from years of experience and give you key take-aways from ‘both’ sides of the negotiation, shares pitfalls to avoid, etc.
-Actual licensing template examples. -Provides good/bad ranges for percentage and values
-If you do licensing and don’t have the years of experience under your belt yet, it’s a good reference book to turn to if you find yourself asking, ‘Have I considered everything’, or ‘Are we getting a good deal here’? (i.e. it’ll help you be more thorough).
Cons: -My only reason for not giving it 5 stars is that it focuses primarily on merchandising and very little on licensing utility patents (however, it’s still giving you most of the essential elements to consider)