Licensing isn’t just about creativity—it’s about negotiation. And when I sat down for my first-ever licensing negotiation, I quickly learned that getting a deal across the line requires more than just knowing the numbers.

In this episode of Born to License, I take you back to 2009, where I found myself in a Melbourne café, sitting across from the brand manager of a yogurt company, leading my first licensing negotiation for a Sesame Street deal. It was a crash course in royalty rates, minimum guarantees, deal memos, and the art of finding common ground.

We’ll cover:

• The deal memo – Why it’s the foundation of every licensing agreement

• Sales projections & financial commitments – How minimum guarantees are determined

• Industry royalty benchmarks – Why rates differ across product categories

• The power of collaboration – How trust and flexibility create successful deals

Negotiation isn’t just about winning—it’s about building partnerships that work for both sides. If you’ve ever wondered how licensing deals actually get made, this episode takes you inside the process.

And if you have a burning question about licensing, I want to hear from you! Episode 10 will be a special Q&A where I answer listener questions—so send yours to hello@borntolicense.com, and I’ll do my best to include it in the show.

Listen now and subscribe on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast platform.

🎙 Born to License – Hosted by David Born

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