"Broadly speaking, **people want to buy companies that have a good mixture of assets in seven categories**: - **Intellectual property**. The business lays claim to, or is known for, valuable ideas, methods or defensible intellectual property rights.  - **Brand assets**. The business is known, liked and trusted by a loyal group of fans who are unlikely to switch to a new brand.  - **Market assets**. The business can sell products, disseminate ideas or be present to a large group of potential buyers faster and more cheaply than others in the same market. - **Product assets**. The business has created unique products and services that are either difficult to replicate or difficult to compete with.  - **Systems assets**. The business has a set of systems and processes that allow it to run more efficiently than its rivals while still delivering the same or better quality.  - **Culture assets**. The business is able to attract, retain, develop and manage good people at a lower cost than its competitors.  - **Funding assets**. The business is able to raise capital or borrow money on better terms than its competitors." ([Location 629](https://readwise.io/to_kindle?action=open&asin=B071L8C8NV&location=629)) --- **Tags** -- [[quotes]], [[entrepreneur]] , [[intangible-assets]] , [[assets]] , [[marketing]] , [[culture]] , [[systems-thinking]] **Source** -- [[202407181017 - B - 24 Assets]]