Innovation is one of the three pillars of Simula Research Laboratory. In particular, the subsidiary Simula Innovation is dedicated to identifying research results with commercial potential and assisting the researchers in their initial steps towards business creation. However, history shows that the routes taken from the initial idea to an up-and-running company can be very different from one prospect to another. By sketching the stories of three companies that have spun off from Simula, we illustrate the diversity in the business creation processes and the need for an adaptive approach to bringing research to the marketplace.