Most business owners take for granted the raw material behind every asset they could own. The way you generate sales, your story, the way you build your brand, case studies, and testimonials - all of it can be turned into intellectual capital, and intellectual capital is the basis of every other asset in your business. My first ten years were all about turning CEOs into Key People of Influence, and every campaign in my first company related to that one idea. Once I documented it and owned it, I had an asset called how to become a Key Person of Influence, and I could scale it from there. FYI, every business I run now creates new assets with permanence every quarter - videos on YouTube, a book every two years, culture documents for onboarding. The business takes on a life of its own because of the assets, not because of the activity. Watch how I structure them: