118|Operationalizing the Invisible Asset: RevOps Guide to IP Strategy and Valuation|Kary Oberbrunner

Why It Matters

Treating IP as a core asset preserves competitive advantage, prevents loss through AI-driven copying, and increases company valuation and licensing opportunities. Without active IP strategy, businesses risk commoditization and irreversible erosion of their most valuable assets.

Summary

In the RevOps Champions podcast, Kary Oberbrunner argues every company must see itself as an IP company, not a commodity business, and lays out practical steps to identify, protect and monetize intangible assets. He warns that AI tools and ubiquitous recording increasingly expose corporate IP to scraping and misuse, and recommends proactive defenses—from traditional patents, trademarks and copyrights to faster blockchain-based "instant IP" smart contracts. Oberbrunner illustrates how unprotected IP can be appropriated and emphasizes tools and processes to fence, document and commercialize ideas. He also notes the broader market shift: intangibles now drive the vast majority of corporate value on the S&P 500.

Original Description

Kary Oberbrunner, Founder of Instant IP and Wall Street Journal bestselling author, joins Brendon Dennewill to challenge everything founders think they know about intellectual property. As AI accelerates IP theft across every industry, from musicians to franchise brands to solo entrepreneurs, Kary makes the case that protecting your ideas isn't a legal formality, it's a revenue strategy. If you've ever said "I don't mind if people steal my ideas," this episode will change how you run your business.

What You'll Learn:

• Why thinking "I'm not an IP company" makes you a commodity

• The shift from 17% to 90% intangible asset value in the S&P 500

• The offensive vs. defensive sides of IP strategy

• Why using "TM" may actually invite theft

• How AI is creating a new category of IP risk

• The "publish, protect, promote" flywheel

• 12 steps to becoming an IP company

Resources Mentioned:

• Instant IP https://www.instantip.today/

• IP Toolbox https://www.instantip.today/find-your-ip

• "You Are an IP Company" by Kary Oberbrunner and Katie Robino https://www.amazon.com/You-Are-Company-Intellectual-Influence/dp/1636803229

• USPTO (United States Patent and Trademark Office) https://www.uspto.gov/

• Story Brand by Donald Miller https://storybrand.com/

• Working Genius by Patrick Lencioni https://www.workinggenius.com/

• Strategic Coach by Dan Sullivan https://www.strategiccoach.com/

• Suno https://suno.com/

• Plaud AI https://www.plaud.ai/products/notepin?srsltid=AfmBOoqqkgOXkTzn_jRGj2GbfrG7XXRDGY1PkidusF0LvTT5dNYzSWoW

• Meta Glasses https://www.meta.com/ai-glasses/?srsltid=AfmBOooEzuyvDZw58hhVZsgMBvJPADu9F5ccMBGBC83NyQ4gguTvWC32