One of my favourite words, ‘entelechy’, is so little known that listeners reach for a dictionary whenever I use it. That’s a pity, because the word fills a serious gap in the English language and it deserves to be in everyday circulation. It means the becoming actual of what was potential – turning something into practical usefulness as opposed to theoretical elegance. Entelechy is the subject of this chapter: turning the potential of our research into something which will be practically useful to you in your selling.