No we’re not talking about Z/Yen’s old email system - this is Kevin and Michael’s latest article – So what goes wrong? This paper examines typical failure factors in technology commercialisation projects from their inception, development, financing, market studies and market launch. Liberally spiced with anecdotes and quotations from a number of failed projects, the paper attempts to draw some wry and specific lessons from the hard-won experience of the participants. The project failure factors are usually quite independent of the science involved. Copies are as always available from Z/Yen.