We often complain about the challenges associated with a fruitful research-industry collaboration. The coronavirus pandemic has just aggravated them as, clearly, companies face difficult times and have mostly paused their R&I activities. In this context, we propose that researchers become entrepreneurs and play both roles at the same time. Right now, this is much more the exception than the rule in the academic system. However, we argue this is the quickest way to get real feedback on the quality and impact of our research.