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10 Rules For
   The Intangible Economy



www.smarter-companies.com
10 Rules for the Intangible Economy lays
      out the essential dynamics of the
          emerging financial order.




www.smarter-companies.com
These rules are fundamental
      principles that are hardwired
      into the intangible economy,
     and that apply to all businesses
         and industries, not just
              high-tech ones
                     .
        Think of these principles
    as new economic rules of thumb.
www.smarter-companies.com
Rules are mental models,
     regulations governing
       conduct, action or
      procedure aimed at
        getting a result.


www.smarter-companies.com
When the rules change you have
  to change “how” you think
    before you can change
   “what” you do to get the
       results you want.


www.smarter-companies.com
The old rules for economic gains
were designed to produce and
      sell tangible things



 www.smarter-companies.com
The new rules for
economic gains are to create
    and distribute value
   from intangible things



www.smarter-companies.com
The new rules for the
       intangible economy
    start by thinking smarter,
   rather than working harder.



www.smarter-companies.com
Smarter Companies

                    Follow The

                  Rules Of The

          Intangible Economy

www.smarter-companies.com
These Are The 10 Rules
  For The Intangible Economy




www.smarter-companies.com
#1 Throw Out The Old Rules

• The old rules were about centralized control
• The new rules are about decentralized control
• The old rules were about managing people
• The new rules are about enabling people
• The old rules were about counting things
• The new rules are about counting value


www.smarter-companies.com
#2 Create Collaborative Advantage

• It used to be about competitive advantage
• Now it is about collaborative advantage
• We used to compete for the same market.
• Now we collaborate to expand the market
• Competition is about beating someone
• Collaboration is about working with someone


www.smarter-companies.com
#3 Feed The Minds

• Productivity is no longer measured in time
• Productivity is now a measure of smarter
  thinking
• The better we learn to think the more we can do
• Give people information and they’ll wonder why
• Give people knowledge and they’ll know how


www.smarter-companies.com
#4 Increase Value

• Tangibles represent 20% of the value
• Intangibles represent 80% of the value
• More value comes from the 80% than the 20%
• Minds create more value than machines
• Human capital rest in people minds
• Engage the minds and increase your capital


www.smarter-companies.com
#5 Give Value Freely

• Generosity begets wealth. The law of
  reciprocity
• Sharing ideas generously begets creativity
• Value creation begins with an idea (Intangible
  Capital)
• Good ideas are the ones that create new rules
• If you create the new rules you rule
• The rule is to give everyone value freely
www.smarter-companies.com
#6 Maximize Network Value
 • Shift from maximizing the firm’s value to
   maximizing the network’s value (Strategic
   Capital)
 • Unless the network survives, the firm
   perishes (Relationship Capital)
 • The network is much bigger than the firm
 • The network is were all value is created,
   distributed and consumed (Structural Capital)
 • To feed the minds feed the network.
www.smarter-companies.com
#7 Accelerate Innovation

 • What was is now obsolete
 • Innovation comes from idea factories
 • Idea factories produce value not things
 • The factory isn’t contained in building
 • The factory is within human networks
 • Human networks create intangible capital
   from innovation

www.smarter-companies.com
#8 Think Mind Share
 • It used to be about market share
 • Now it is about mind share
 • Mind share is created from interaction
 • Interactions create relationship capital
 • Relationship capital creates interest
 • Interest is the dividend of the intangible
   economy
www.smarter-companies.com
#9 Improve Intangible Capital
 • Define what value means to people
 • Quantify the meaning to points of value
   created
 • Measure perceptions of value by stakeholders
 • Improve value creation through engagement
 • Correlate improvements to results
 • Start over again and never stop improving


www.smarter-companies.com
#10 The Soft Trumps The Hard
 • Tangible things are easy to manage and see
 • Intangible things are difficult to manage and
   see
 • The most precious and valued assets are
   invisible and intangible
 • Social technology has made the intangibles
   visible
 • Identifying, measuring and enabling intangible
   capital is how more value will be created
www.smarter-companies.com
The Intangible Economy
       Isn’t In The Future….

                   It Is Here Now



www.smarter-companies.com
So Now Is The Time….


 To learn how to create more value from
 the Intangible Economy by collaborating
 with Smarter Companies who know
 how.




www.smarter-companies.com

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10 Rules For The Intangible Economy

  • 1. 10 Rules For The Intangible Economy www.smarter-companies.com
  • 2. 10 Rules for the Intangible Economy lays out the essential dynamics of the emerging financial order. www.smarter-companies.com
  • 3. These rules are fundamental principles that are hardwired into the intangible economy, and that apply to all businesses and industries, not just high-tech ones . Think of these principles as new economic rules of thumb. www.smarter-companies.com
  • 4. Rules are mental models, regulations governing conduct, action or procedure aimed at getting a result. www.smarter-companies.com
  • 5. When the rules change you have to change “how” you think before you can change “what” you do to get the results you want. www.smarter-companies.com
  • 6. The old rules for economic gains were designed to produce and sell tangible things www.smarter-companies.com
  • 7. The new rules for economic gains are to create and distribute value from intangible things www.smarter-companies.com
  • 8. The new rules for the intangible economy start by thinking smarter, rather than working harder. www.smarter-companies.com
  • 9. Smarter Companies Follow The Rules Of The Intangible Economy www.smarter-companies.com
  • 10. These Are The 10 Rules For The Intangible Economy www.smarter-companies.com
  • 11. #1 Throw Out The Old Rules • The old rules were about centralized control • The new rules are about decentralized control • The old rules were about managing people • The new rules are about enabling people • The old rules were about counting things • The new rules are about counting value www.smarter-companies.com
  • 12. #2 Create Collaborative Advantage • It used to be about competitive advantage • Now it is about collaborative advantage • We used to compete for the same market. • Now we collaborate to expand the market • Competition is about beating someone • Collaboration is about working with someone www.smarter-companies.com
  • 13. #3 Feed The Minds • Productivity is no longer measured in time • Productivity is now a measure of smarter thinking • The better we learn to think the more we can do • Give people information and they’ll wonder why • Give people knowledge and they’ll know how www.smarter-companies.com
  • 14. #4 Increase Value • Tangibles represent 20% of the value • Intangibles represent 80% of the value • More value comes from the 80% than the 20% • Minds create more value than machines • Human capital rest in people minds • Engage the minds and increase your capital www.smarter-companies.com
  • 15. #5 Give Value Freely • Generosity begets wealth. The law of reciprocity • Sharing ideas generously begets creativity • Value creation begins with an idea (Intangible Capital) • Good ideas are the ones that create new rules • If you create the new rules you rule • The rule is to give everyone value freely www.smarter-companies.com
  • 16. #6 Maximize Network Value • Shift from maximizing the firm’s value to maximizing the network’s value (Strategic Capital) • Unless the network survives, the firm perishes (Relationship Capital) • The network is much bigger than the firm • The network is were all value is created, distributed and consumed (Structural Capital) • To feed the minds feed the network. www.smarter-companies.com
  • 17. #7 Accelerate Innovation • What was is now obsolete • Innovation comes from idea factories • Idea factories produce value not things • The factory isn’t contained in building • The factory is within human networks • Human networks create intangible capital from innovation www.smarter-companies.com
  • 18. #8 Think Mind Share • It used to be about market share • Now it is about mind share • Mind share is created from interaction • Interactions create relationship capital • Relationship capital creates interest • Interest is the dividend of the intangible economy www.smarter-companies.com
  • 19. #9 Improve Intangible Capital • Define what value means to people • Quantify the meaning to points of value created • Measure perceptions of value by stakeholders • Improve value creation through engagement • Correlate improvements to results • Start over again and never stop improving www.smarter-companies.com
  • 20. #10 The Soft Trumps The Hard • Tangible things are easy to manage and see • Intangible things are difficult to manage and see • The most precious and valued assets are invisible and intangible • Social technology has made the intangibles visible • Identifying, measuring and enabling intangible capital is how more value will be created www.smarter-companies.com
  • 21. The Intangible Economy Isn’t In The Future…. It Is Here Now www.smarter-companies.com
  • 22. So Now Is The Time…. To learn how to create more value from the Intangible Economy by collaborating with Smarter Companies who know how. www.smarter-companies.com