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In our new podcast episode of Talk IP to me, our host David Breitenbach speaks with Jonas Hagman, European patent attorney, Senior IP Advisor, and founder of IPsteading.
Jonas works closely with startups and SMEs, helping them understand how intellectual property connects directly to their business goals and helps companies see IP as part of their long-term strategy.
They discuss why many startups misunderstand IP, how patents can shape entire markets, and what founders should do early to avoid costly mistakes later.
Jonas began his career as a patent attorney in private practice, working with companies to file patents and manage intellectual property. Early on, he noticed a pattern. Many clients came in asking for patents, and attorneys delivered exactly that. But very few stopped to ask whether filing a patent was actually the right strategic decision.
He explains that this approach treats patents as transactions instead of business tools.
“If you go to a patent attorney and ask them to write a patent, they write you a patent. But startups and SMEs don’t need just that. They need someone who helps them understand what they actually need.”
This realization led him to focus on helping founders understand IP from a business perspective. Today, through his advisory work, Jonas helps companies connect their IP decisions directly to their product roadmap, market strategy, and long-term goals.
He describes his role as a translator between legal language and business reality, helping founders make informed decisions rather than simply executing filings.
A common situation Jonas encounters is founders believing they have very little intellectual property. When asked to list their IP, many companies mention only a brand name or one patent. But after walking through their business in more detail, the picture changes.
Founders often discover they have many more intellectual assets, including:
He explains that intellectual assets exist before they become formal IP rights:
“It starts with intellectual assets. It's first when your company owns it, it becomes intellectual property. And from those, you choose what to turn into intellectual property rights like patents, trademarks, and design rights.”
Jonas recommends founders start with the basics of intellectual property, identifying the assets they already have. From there, they should start building their IP portfolio step by step.
Another major mistake Jonas sees is companies waiting too long to file patents. Some founders delay filing until their product is complete or close to market launch. But this creates significant risk.
If competitors file similar patents earlier, protection may no longer be available. Patent systems operate on a first-to-file basis, meaning timing can determine ownership. Public disclosures can also destroy patentability. Once an invention becomes public, it may no longer qualify for protection.
“If you're not first to file, you get nothing. I always recommend being fast to file, but also fast to withdraw. One year later you know a lot more about your product, your market, and everything around it, and can make another decision and withdraw it if it wasn't what you thought it was.”
Jonas points out that IP is not a one-time activity. Many companies file one patent and assume their work is done. But this approach creates risk. The patent that seems important early on may turn out to be irrelevant later. Meanwhile, more valuable innovations might remain unprotected.
Jonas explains that companies should:
This continuous approach helps to build a stronger, more resilient IP portfolio over time. He emphasizes that it is impossible to predict which patent will become most valuable. This uncertainty makes continuous portfolio development essential.
“You don’t know which patent will be your diamond at the time of filing.”
An example Jonas shares is the story of Ather Energy, an electric scooter startup in India. The company developed a patented charging connector for electric scooters. Instead of restricting competitors, they took a different approach.
“They went to all the competitors and said, you get a license to our patent for free… and all of a sudden most EV scooter producers had their connector.”
This decision allowed other manufacturers to use the same charging standard. As more companies adopted the connector, investors gained confidence in building charging infrastructure.
This expanded the entire market, making electric scooters more viable. As a result, Ather Energy benefited from the growth they helped enable. Patents provide the right to exclude others, but they also provide the right to allow others to use the technology, making IP a strategic tool.
Jonas emphasizes that founders should not rely entirely on external advisors to define their IP strategy. Patent attorneys play an important role in drafting and filing patents. But strategic decisions must come from the company itself.
Only founders fully understand:
“The understanding when it comes to IP strategy, it's more of business understanding… What do I want to do with my business and how can I use these tools. Most patent attorneys are very comfortable and very good at drafting patents but they don't have the experience of building business and understanding the business level.”
IP strategy is therefore not just a legal decision. It is a business decision. Founders must define why they are filing, what they are protecting, and how it supports long-term growth. But taking ownership internally is only part of the equation. Sooner or later, that strategy will be tested externally.
Once a startup begins fundraising, intellectual property moves from an internal strategy topic to an external credibility test. Many fundraising conversations start with a simple checkbox question: Do you have a patent?
Founders answer yes. But Jonas explains that this is only the starting point.
“The follow up question for the investor should be: what does it protect?”
He adds that investors should also ask:
As Jonas explains:
“Have you made sure that you actually own it? Is the inventor still in the company? Have you assigned it properly? Or does anybody else's claim on this?”
These questions reveal whether the IP actually supports the business or simply exists on paper. For founders, this means preparing ownership clarity and strategic reasoning long before due diligence begins.
The central message from Jonas is that intellectual property is not separate from business strategy. It is part of building a company. IP helps companies protect their innovations, attract investment, and shape their markets. But it requires continuous attention and active decision-making.
“Take action. Start doing it, and keep doing it.”
For founders who want to get started, he recommends beginning with the basics. Many national and regional patent offices offer free educational resources. The Swedish Patent Office, the European Patent Office, and the EUIPO all provide introductory materials and online courses that explain intellectual property rights in practical terms.
These resources help founders understand:
Founders who understand this early can avoid costly mistakes and build stronger, more resilient businesses.
For the full conversation with Jonas, listen on Spotify, Apple Podcasts, or YouTube. Follow Talk IP to me for more real stories and practical insights from the IP industry.
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