Dead Fish Don't Swim Upstream

CHAPTER 16

Creating Value and Net Worth

Weaponize Your Soft Assets to Cash Out

Premise

Pretty much every startup is perceived as a cash strapped wanna-be. You can alter this perception by creating a bundle of “soft” assets that don’t appear on your balance sheet, but they will bring credibility and value to your company.

Conventional Thinking

Traditional thinking is that a company just naturally develops the so-called soft assets or value as it matures over time. In many cases they just automatically occur as part of doing business. Startups can do way better than this laissez faire approach. They can actually shape their own future.

Soft assets are unlike tangible or even intangible assets. You can’t touch or feel them like inventory or equipment, ...