Every big brand would like to harvest the benefits from the R&D labs from the universities. This is true also in Cluj. However, while in the mentality from companies with well developed, long lasting corporate history this happens having access into the university labs, in our city the tech transfer is expected to land directly at the main desk of the branch officer. How can be handled this duality? (Not)TODO's from the experience of and R&D lab in the field of emerging technologies such as robotics, AI, Industry 4.0. etc with receipts for a fruitful cooperation and convincing demo use cases both the researchers and developers.