You should read this book if you identify with one or more of the following groups. The first group is the academic readership of The Journal of Technology Transfer, mostly organizational economists and policy analysts, who should read the book because it presents some compelling ideas for research and theory. The second audience is the journal’s policy making readership concerned with return-on-investment from universities, who should view the institutional design process touted by the authors with skepticism. The third audience is comprised of university administrators, who might be inspired by the book to reevaluate what they’re doing structurally at their own institutions.