I interviewed Michael Hartwig, chief operating officer of Advanced Imaging Technology in Richland, Wash.

During the discussion, Hartwig and I work backward, answering the So What question first, and then discussing how AIT’s technology went from laboratory to marketplace. According to Hartwig, it’s important to 1) know when you have a technology that’s valuable; 2) know when to make adjustments in the commercialization process; and 3) always start with the end in mind.