10 Rules For The Intangible Economy

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.


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.

Rules are mental models,
regulations governing
conduct, action or
procedure aimed at
getting a result.


When the rules change you have
to change “how” you think
before you can change
“what” you do to get the
results you want.


The old rules for economic gains
were designed to produce and
sell tangible things


The new rules for
economic gains are to create
and distribute value
from intangible things


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


Smarter Companies

Follow The

Rules Of The

Intangible Economy


These Are The 10 Rules
For The Intangible Economy


#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


#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


#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


#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


#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

#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.

#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


#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

#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


#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

The Intangible Economy
Isn’t In The Future….

It Is Here Now


So Now Is The Time….

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


10 Rules For The Intangible Economy

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