00:00what is the biggest misconception small business owners have about treating their content like
00:05intellectual property rather than just marketing? When we talk about where small business owners
00:12not necessarily go wrong, but kind of play it small is that they believe that content in itself
00:21is disposable. We've been conditioned to believe that content is something that you download and
00:27leave on your desktop, never to be seen again, or something that is created and just free,
00:33disposable. And when you start to think about what property is in itself, property is something that
00:39you manage, you register, you maintain, you upkeep, you assign custodians to manage. And so when you
00:47start to think about intellectual property and the creations of the mind, which include content,
00:53and you apply those same principles as a small business owner, it becomes an asset.
