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States there is a huge gap between recognizing there are potential profits in IP, and then realizing that potential, because the value potential for IP is not a new idea – consultants and analysts have been pounding on that message for decades. Stresses three phrases within, discipline, credibility, and shared expectations – are the result of an on‐going perspective and are used every day.

Traditional valuation techniques totally ignore options, but there can be a Quantifiable value to what might happen.

Traditional return on investment analysis techniques like discounted cash flow (DCF) and net present value (NPV) fall short of providing adequate decision support in today’s turbulent environment. New techniques, grouped under the concept called “business value analysis” (BVA), show promise. These techniques include intellectual capital, real options valuation, business model dynamics, and synthetic markets. They extend DCF to include intangibles and other factors common to the digital economy. These techniques are just now emerging from research, and they are undergoing further development, refinement, and testing on the way to becoming widespread in practice. It’s unlikely any of these techniques will be a “silver bullet” that makes investments a sure thing, but they can improve business performance and the chances of success.