This document debunks 5 myths about intangible assets. It argues that intangible assets make up the majority (84% on average) of company value. Contrary to myth, intangible assets are not just for specialists, but concern all employees. It also argues that intangible assets, like a company's unique DNA and collective intelligence, cannot easily be replaced and have value only within a company's operations. The document promotes assessing intangible assets to identify hidden internal value, strengths/weaknesses, and risks in order to create a pragmatic plan to increase value for all stakeholders.