The second pillar of the knowledge econmomy, knowledge assets. How do you go to market, an asset is something that transforms inputs, water goes into a hydro electricity plant, electricity comes out. Knowledge assets include lawyers taking facts of a case and "distorts them" to win the case.

You have to think of what are we selling as an info pro. "I recomment you talk to people about why do they buy from you, there are rivals and then look for attributes, such as whether you are fast, innovative and reliable."

Ask the whole organisation he says, especially sales people, and try to get some understanding for what the attributes are aqnd then you can ask what makes you innovative.

You can then get to the intellectual capital model and then you can respond.

There are three basic forms of intellectual capital:

1 human capital
2 structural capital
3 customer capital

Customer capital is where they know everything about you, all of these can be applied to an organisation, every company has all three of these.

A few people have left, he doesn't have them as riverted as last year's keynote on the Cluetrain Manifesto by David Weinberger.