University Industry Interaction Conference was held in Dublin this year and over 400 participants attended from all over the world. The three-day conference witnessed lively discussion on how to more efficiently facilitate cooperation between higher education institutions and businesses, including the public sector and NGOs. I attended workshops, heard several presentations, made new contacts and had eye-opening discussions – from all this I extrapolated the following three take-home messages relevant for establishing sound University-Business Collaboration (hereafter UBC).