Silicates doped with catalytic species have only been slowly adopted by the fine chemicals and pharmaceutical industries, in spite of their remarkable and unique properties such as pronounced physical and chemical stability; high (enantio)selective activity and ease of materials production and application. This is now changing thanks to stricter safety regulations and to concomitant success of the first commercial catalysts. In this account we tell the story of these materials and identify some deficiencies in the innovation process that may serve as lesson in guiding the future management of innovation in these relevant industries.