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Use measures that matter! 
Smarter-Companies Inc.
Our cause? 
Smarter-Companies Inc. 
Unleash the power of our 
collective minds 
(our intangible capital) 
to collaborate, create, innovate … 
and fuel a new era of prosperity
Our strategy? 
Smarter-Companies Inc. 
Empower individuals and 
organizations with tools that help 
them model and measure value 
creation through intangible capital
What is ICountsTM? 
It is a toolset offered by Smarter-Companies for consultants 
and organizations to be able to answer key questions: 
• ICounts Index 
Is intangible capital important to your organization? 
• ICounts Inventory 
What are the key intangibles driving your success? 
• ICounts Visualizations 
How do intangibles support the success of your business? 
• ICounts Graph 
How do your intangibles compare with those of your peers? 
Smarter-Companies Inc.
Why use ICountsTM? 
• 80% of the value of the average business 
today is intangible 
• Yet few companies manage intangibles in a 
systematic way 
• This leads to stalled innovation, reputational 
risk, poor performance, inaccurate valuations 
• These simple exercises to identify, model 
and measure intangible capital unleash the 
power and value of organizations’ knowledge 
and networks 
Smarter-Companies Inc.
Key ICountsTM FAQ’s 
• Where did the tools come from? 
They were developed over the last decade 
through the consulting work of Mary Adams, co-author 
Smarter-Companies Inc. 
of Intangible Capital 
• Are they available for broad use? 
Yes, they are offered as open source 
methodologies (see terms on the next page) 
• Can I use the name ICountsTM? 
The name is licensed by Smarter-Companies to 
firms who complete our training programs
Terms of Use 
We make the ICounts Index, Inventory, Map 
and Canvas methodologies available under a 
Creative Commons Attribution Share-Alike 
license, which allows for both personal and 
commercial derivative works, as long as they 
credit Smarter-Companies and release their 
designs under the same license. 
If you use these tools, we ask that you share 
your experience and suggested changes with 
Smarter-Companies Inc. 
our community at 
www.smarter-companies.com
ICounts™ Index 
The Index is an open source 
methodology that helps you 
quickly illustrate the relative 
importance of intangibles to your 
own or a client’s business 
Smarter-Companies Inc.
ICounts™ Index 
Rank according to importance for the future of the firm (5 is highest): 
Tangible Capital: 0-5 Intangible Capital 0-5 
Inventory ___ People ___ 
Equipment ___ Processes ___ 
Buildings ___ Relationships ___ 
Land ___ Strategy ___ 
Smarter-Companies Inc. 
Total ___ Total ___ 
Index Calculation: intangibles/(intangibles+tangibles)
ICounts™ Inventory 
The Inventory is an open source 
methodology for identifying the 
core intangible capital of an 
organization 
Smarter-Companies Inc.
ICounts™ Inventory 
Use sticky notes to record the answers to the 
inventory questions on the next page… 
Smarter-Companies Inc.
ICounts™ Inventory 
1. What is your brand? (relationship capital) 
2. Who are your clients? (relationship capital) 
3. What do you do to create value for them? 
(strategic capital) 
4. What are the key processes and knowledge 
that support the model? (structural capital) 
5. Who are the key partners that support the 
model? (relationship capital) 
6. What are the key competencies your people 
need to support the model? (human capital) 
7. What are the key elements of the culture you 
need to support the model? (strategic capital) 
Smarter-Companies Inc.
ICounts™ Visualizations 
The open source ICounts 
Visualization tools—the Map and 
the Canvas—are helpful for 
making sense of the lists of assets 
in your ICounts Inventory 
Smarter-Companies Inc.
ICounts™ 
Map 
Smarter-Companies Inc.
ICounts™ Map (digital) 
Smarter-Companies Inc. 
Stakeholders 
Employees 
Value/Purpose Customers 
Processes, 
Knowledge, 
Data, IP 
Partners
ICounts™ Canvas 
PEERS 7 -Which organizations do you consider to be your peers? 
BRAND(S) 
START HERE: 
(numbers correspond to 
ICounts Inventory 
Questions) 
1-What is your brand? 
Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com 
Smarter-Companies Inc. 
CUSTOMERS 
2a-Who are your paying 
customers? 
VALUE 
PROPOSITION 
3a-What do you do to 
create value for your 
customers and 
stakeholders? 
BUSINESS 
MODEL 
3b-How do you get paid 
for the value you 
create? 
PROCESSES 
4a-What are the key 
processes that support 
your value creation? 
PRODUCTION 
PARTNERS 
5b-Who are the key 
partners who support 
your value creation? 
CHANNEL 
PARTNERS 
5a-Who are the key 
partners who support 
your value delivery? 
KNOWLEDGE/IP 
4b-What are the key 
knowledge, data or IP 
needed to support your 
value creation? 
COMPETENCIES 
6-What are the core 
competencies your 
people need to support 
your value creation? 
STAKEHOLDERS 
2a-Who are your non-paying 
customers 
and/or key 
stakeholders? 
TANGIBLE 
ASSETS 
4c-What are key 
tangible assets needed 
to support your value 
creation? 
CULTURE 
7-What are the key 
elements of the culture 
your organization needs 
to support the system? 
Revenue Profits Op Costs + Tangible + Intangible 
Capital Expenditures 
Reputation and Valuation
ICounts™ Canvas 
PEERS 
BRAND(S) 
CUSTOMERS 
VALUE 
PROPOSITION 
BUSINESS 
MODEL 
PROCESSES 
PRODUCTION 
PARTNERS 
CHANNEL 
PARTNERS 
KNOWLEDGE/IP 
COMPETENCIES 
STAKEHOLDERS 
TANGIBLE 
ASSETS 
CULTURE 
Revenue Profits Op Costs + Tangible + Intangible 
Capital Expenditures 
Reputation and Valuation 
Smarter-Companies Inc. 
A blank copy of this tool is 
available in a Word doc at 
www.smarter-companies. 
com 
Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com
ICounts™ Graphs 
The ICounts Graphs Report is a 
proprietary tool used to measure the 
strength of the intangible capital drivers 
of corporate performance and value, 
including those identified in the ICounts 
Inventory process. This tool was 
created by Smarter-Companies and is 
available for use by our licensed 
partners. 
Smarter-Companies Inc.
ICounts Graphs – three views… 
5.0 
4.5 
4.0 
3.5 
3.0 
2.5 
2.0 
1.5 
1.0 
Human 
Capital 
Structural 
Capital 
Relationship 
Capital 
Strategic 
Capital 
Peer average
4.5 
4.4 
4.3 
4.2 
4.1 
4 
3.9 
3.8 
3.7 
Employees 
Company 
average 
Management 
Processes 
Mktg/Sales 
Knowledge/IP 
Partners 
Rep/Brand 
Customers 
External 
Culture 
Biz Model 
Key risks to current business Key opportunities for the future 
Brand consistency Strong technology 
Sales processes Growing market 
External partnership development Project management offering 
Project management processes Co-innovation projects 
Management depth
For more information on ICounts or our 
ICountant training programs, please 
visit www.smarter-companies.com 
or contact Mary Adams 
Smarter-Companies Inc. 
at 781-729-9650 or 
adams@smarter-companies.com

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ICounts - Use measures that matter!

  • 1. Use measures that matter! Smarter-Companies Inc.
  • 2. Our cause? Smarter-Companies Inc. Unleash the power of our collective minds (our intangible capital) to collaborate, create, innovate … and fuel a new era of prosperity
  • 3. Our strategy? Smarter-Companies Inc. Empower individuals and organizations with tools that help them model and measure value creation through intangible capital
  • 4. What is ICountsTM? It is a toolset offered by Smarter-Companies for consultants and organizations to be able to answer key questions: • ICounts Index Is intangible capital important to your organization? • ICounts Inventory What are the key intangibles driving your success? • ICounts Visualizations How do intangibles support the success of your business? • ICounts Graph How do your intangibles compare with those of your peers? Smarter-Companies Inc.
  • 5. Why use ICountsTM? • 80% of the value of the average business today is intangible • Yet few companies manage intangibles in a systematic way • This leads to stalled innovation, reputational risk, poor performance, inaccurate valuations • These simple exercises to identify, model and measure intangible capital unleash the power and value of organizations’ knowledge and networks Smarter-Companies Inc.
  • 6. Key ICountsTM FAQ’s • Where did the tools come from? They were developed over the last decade through the consulting work of Mary Adams, co-author Smarter-Companies Inc. of Intangible Capital • Are they available for broad use? Yes, they are offered as open source methodologies (see terms on the next page) • Can I use the name ICountsTM? The name is licensed by Smarter-Companies to firms who complete our training programs
  • 7. Terms of Use We make the ICounts Index, Inventory, Map and Canvas methodologies available under a Creative Commons Attribution Share-Alike license, which allows for both personal and commercial derivative works, as long as they credit Smarter-Companies and release their designs under the same license. If you use these tools, we ask that you share your experience and suggested changes with Smarter-Companies Inc. our community at www.smarter-companies.com
  • 8. ICounts™ Index The Index is an open source methodology that helps you quickly illustrate the relative importance of intangibles to your own or a client’s business Smarter-Companies Inc.
  • 9. ICounts™ Index Rank according to importance for the future of the firm (5 is highest): Tangible Capital: 0-5 Intangible Capital 0-5 Inventory ___ People ___ Equipment ___ Processes ___ Buildings ___ Relationships ___ Land ___ Strategy ___ Smarter-Companies Inc. Total ___ Total ___ Index Calculation: intangibles/(intangibles+tangibles)
  • 10. ICounts™ Inventory The Inventory is an open source methodology for identifying the core intangible capital of an organization Smarter-Companies Inc.
  • 11. ICounts™ Inventory Use sticky notes to record the answers to the inventory questions on the next page… Smarter-Companies Inc.
  • 12. ICounts™ Inventory 1. What is your brand? (relationship capital) 2. Who are your clients? (relationship capital) 3. What do you do to create value for them? (strategic capital) 4. What are the key processes and knowledge that support the model? (structural capital) 5. Who are the key partners that support the model? (relationship capital) 6. What are the key competencies your people need to support the model? (human capital) 7. What are the key elements of the culture you need to support the model? (strategic capital) Smarter-Companies Inc.
  • 13. ICounts™ Visualizations The open source ICounts Visualization tools—the Map and the Canvas—are helpful for making sense of the lists of assets in your ICounts Inventory Smarter-Companies Inc.
  • 15. ICounts™ Map (digital) Smarter-Companies Inc. Stakeholders Employees Value/Purpose Customers Processes, Knowledge, Data, IP Partners
  • 16. ICounts™ Canvas PEERS 7 -Which organizations do you consider to be your peers? BRAND(S) START HERE: (numbers correspond to ICounts Inventory Questions) 1-What is your brand? Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com Smarter-Companies Inc. CUSTOMERS 2a-Who are your paying customers? VALUE PROPOSITION 3a-What do you do to create value for your customers and stakeholders? BUSINESS MODEL 3b-How do you get paid for the value you create? PROCESSES 4a-What are the key processes that support your value creation? PRODUCTION PARTNERS 5b-Who are the key partners who support your value creation? CHANNEL PARTNERS 5a-Who are the key partners who support your value delivery? KNOWLEDGE/IP 4b-What are the key knowledge, data or IP needed to support your value creation? COMPETENCIES 6-What are the core competencies your people need to support your value creation? STAKEHOLDERS 2a-Who are your non-paying customers and/or key stakeholders? TANGIBLE ASSETS 4c-What are key tangible assets needed to support your value creation? CULTURE 7-What are the key elements of the culture your organization needs to support the system? Revenue Profits Op Costs + Tangible + Intangible Capital Expenditures Reputation and Valuation
  • 17. ICounts™ Canvas PEERS BRAND(S) CUSTOMERS VALUE PROPOSITION BUSINESS MODEL PROCESSES PRODUCTION PARTNERS CHANNEL PARTNERS KNOWLEDGE/IP COMPETENCIES STAKEHOLDERS TANGIBLE ASSETS CULTURE Revenue Profits Op Costs + Tangible + Intangible Capital Expenditures Reputation and Valuation Smarter-Companies Inc. A blank copy of this tool is available in a Word doc at www.smarter-companies. com Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com
  • 18. ICounts™ Graphs The ICounts Graphs Report is a proprietary tool used to measure the strength of the intangible capital drivers of corporate performance and value, including those identified in the ICounts Inventory process. This tool was created by Smarter-Companies and is available for use by our licensed partners. Smarter-Companies Inc.
  • 19. ICounts Graphs – three views… 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 Human Capital Structural Capital Relationship Capital Strategic Capital Peer average
  • 20. 4.5 4.4 4.3 4.2 4.1 4 3.9 3.8 3.7 Employees Company average Management Processes Mktg/Sales Knowledge/IP Partners Rep/Brand Customers External Culture Biz Model Key risks to current business Key opportunities for the future Brand consistency Strong technology Sales processes Growing market External partnership development Project management offering Project management processes Co-innovation projects Management depth
  • 21. For more information on ICounts or our ICountant training programs, please visit www.smarter-companies.com or contact Mary Adams Smarter-Companies Inc. at 781-729-9650 or adams@smarter-companies.com

Editor's Notes

  1. Take this quiz for three companies: 1 – Your own 2 – Google 3 – General Electric 4 – Main St. Texaco (see next page for help on this one)