The evolution of para selective catalysis from a concept to a commercial process for the para selective synthesis of xylene took more than 17 years. While the mechanism of molecular selectivity was established both experimentally and mathematically shortly after the proof of its existence, the development of a new process faced a number of unexpected hurdles. Described herein is a summary of the scientific achievements and the managerial decisions made over the years that eventually led to the commercialization of this process. It demonstrates the importance of interdisciplinary participation in industrial research and the benefits of exploring new applications of heterogeneous catalysts outside the traditional research of a petroleum refining industry.