This question should be banned. It is an idea killer.
I have received a lot of positive feedback from my first exclusive column for CCJ about transportation research and development projects at Auburn University. In talking to some prospective participants in a future project, they asked the seemingly innocent and reasonable question, “What’s in it for us?”
As I was answering that question my mind flashed back. I recalled in detail one of my greatest ideas.
But the idea never saw the light of day. It was killed when a corporate sharpshooter asked the question “What’s in it for corporate?”
