Not many companies can claim that they have figured out a way to monetize life’s intangibles.
Nor am I talking about selling intangible services, like search engine optimization, or matchmaking.
Closer, but still off the mark, are those intangible brand experiences that certain companies “sell,” as in how Disney sells “family fun,” or how Nike sells “athletic performance”, or whatever it is about the “experience” one gets at Starbucks. Those brands convey certain ideas or values, tapping into certain worldviews in order to sell their products, and as a result those companies and their shareholders have reaped the benefits. Yet, that’s not what I’m talking about.
What I’m talking about is really figuring out a way to make money by actually measuring and delivering an intangible concept, like LOVE or GENEROSITY… as a commodity.
Imagine if a company could figure out a way to monetize the intangible concept of TRUST. What kind of fortune could that company and its investors make, if it entered a market that sorely needed such a facilitator?
Shawn Broderick’s latest company, TrustPlus, has all the right ideas. Check it out.
(I’m still looking for a company that can manufacture FREE TIME.)
Posted on March 15, 2007, in Cool Companies and tagged company, Financial Accounting Standards Board, generosity, Intangible asset, intangible concept, life's intangibles, love, Monetization, Nike, Shawn Broderick, Starbucks, TrustPlus. Bookmark the permalink. 2 Comments.