ICounts is a set of open source tools developed by Smarter-Companies for the management of intangible capital. 80% of the value of the average business today is intangible. Yet few companies manage intangibles in a systematic way. This leads to stalled innovation, reputational risk, poor performance, inaccurate valuations. These simple exercises to identify, model and measure intangible capital unleash the power and value of organizations’ knowledge and networks. For more information, visit www.smarter-companies.com.

1. Use measures that matter!
Smarter-Companies Inc.

2. Our cause?
Smarter-Companies Inc.
Unleash the power of our
collective minds
(our intangible capital)
to collaborate, create, innovate …
and fuel a new era of prosperity

3. Our strategy?
Smarter-Companies Inc.
Empower individuals and
organizations with tools that help
them model and measure value
creation through intangible capital

4. What is ICountsTM?
It is a toolset offered by Smarter-Companies for consultants
and organizations to be able to answer key questions:
• ICounts Index
Is intangible capital important to your organization?
• ICounts Inventory
What are the key intangibles driving your success?
• ICounts Visualizations
How do intangibles support the success of your business?
• ICounts Graph
How do your intangibles compare with those of your peers?
Smarter-Companies Inc.

5. Why use ICountsTM?
• 80% of the value of the average business
today is intangible
• Yet few companies manage intangibles in a
systematic way
• This leads to stalled innovation, reputational
risk, poor performance, inaccurate valuations
• These simple exercises to identify, model
and measure intangible capital unleash the
power and value of organizations’ knowledge
and networks
Smarter-Companies Inc.

6. Key ICountsTM FAQ’s
• Where did the tools come from?
They were developed over the last decade
through the consulting work of Mary Adams, co-author
Smarter-Companies Inc.
of Intangible Capital
• Are they available for broad use?
Yes, they are offered as open source
methodologies (see terms on the next page)
• Can I use the name ICountsTM?
The name is licensed by Smarter-Companies to
firms who complete our training programs

7. Terms of Use
We make the ICounts Index, Inventory, Map
and Canvas methodologies available under a
Creative Commons Attribution Share-Alike
license, which allows for both personal and
commercial derivative works, as long as they
credit Smarter-Companies and release their
designs under the same license.
If you use these tools, we ask that you share
your experience and suggested changes with
Smarter-Companies Inc.
our community at
www.smarter-companies.com

8. ICounts™ Index
The Index is an open source
methodology that helps you
quickly illustrate the relative
importance of intangibles to your
own or a client’s business
Smarter-Companies Inc.

9. ICounts™ Index
Rank according to importance for the future of the firm (5 is highest):
Tangible Capital: 0-5 Intangible Capital 0-5
Inventory ___ People ___
Equipment ___ Processes ___
Buildings ___ Relationships ___
Land ___ Strategy ___
Smarter-Companies Inc.
Total ___ Total ___
Index Calculation: intangibles/(intangibles+tangibles)

10. ICounts™ Inventory
The Inventory is an open source
methodology for identifying the
core intangible capital of an
organization
Smarter-Companies Inc.

11. ICounts™ Inventory
Use sticky notes to record the answers to the
inventory questions on the next page…
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12. ICounts™ Inventory
1. What is your brand? (relationship capital)
2. Who are your clients? (relationship capital)
3. What do you do to create value for them?
(strategic capital)
4. What are the key processes and knowledge
that support the model? (structural capital)
5. Who are the key partners that support the
model? (relationship capital)
6. What are the key competencies your people
need to support the model? (human capital)
7. What are the key elements of the culture you
need to support the model? (strategic capital)
Smarter-Companies Inc.

13. ICounts™ Visualizations
The open source ICounts
Visualization tools—the Map and
the Canvas—are helpful for
making sense of the lists of assets
in your ICounts Inventory
Smarter-Companies Inc.

14. ICounts™
Map
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15. ICounts™ Map (digital)
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Stakeholders
Employees
Value/Purpose Customers
Processes,
Knowledge,
Data, IP
Partners

16. ICounts™ Canvas
PEERS 7 -Which organizations do you consider to be your peers?
BRAND(S)
START HERE:
(numbers correspond to
ICounts Inventory
Questions)
1-What is your brand?
Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com
Smarter-Companies Inc.
CUSTOMERS
2a-Who are your paying
customers?
VALUE
PROPOSITION
3a-What do you do to
create value for your
customers and
stakeholders?
BUSINESS
MODEL
3b-How do you get paid
for the value you
create?
PROCESSES
4a-What are the key
processes that support
your value creation?
PRODUCTION
PARTNERS
5b-Who are the key
partners who support
your value creation?
CHANNEL
PARTNERS
5a-Who are the key
partners who support
your value delivery?
KNOWLEDGE/IP
4b-What are the key
knowledge, data or IP
needed to support your
value creation?
COMPETENCIES
6-What are the core
competencies your
people need to support
your value creation?
STAKEHOLDERS
2a-Who are your non-paying
customers
and/or key
stakeholders?
TANGIBLE
ASSETS
4c-What are key
tangible assets needed
to support your value
creation?
CULTURE
7-What are the key
elements of the culture
your organization needs
to support the system?
Revenue Profits Op Costs + Tangible + Intangible
Capital Expenditures
Reputation and Valuation

17. ICounts™ Canvas
PEERS
BRAND(S)
CUSTOMERS
VALUE
PROPOSITION
BUSINESS
MODEL
PROCESSES
PRODUCTION
PARTNERS
CHANNEL
PARTNERS
KNOWLEDGE/IP
COMPETENCIES
STAKEHOLDERS
TANGIBLE
ASSETS
CULTURE
Revenue Profits Op Costs + Tangible + Intangible
Capital Expenditures
Reputation and Valuation
Smarter-Companies Inc.
A blank copy of this tool is
available in a Word doc at
www.smarter-companies.
com
Creative Commons Attribution Share-Alike License, adapted by Smarter-Companies from www.businessmodelgeneration.com

18. ICounts™ Graphs
The ICounts Graphs Report is a
proprietary tool used to measure the
strength of the intangible capital drivers
of corporate performance and value,
including those identified in the ICounts
Inventory process. This tool was
created by Smarter-Companies and is
available for use by our licensed
partners.
Smarter-Companies Inc.

19. ICounts Graphs – three views…
5.0
4.5
4.0
3.5
3.0
2.5
2.0
1.5
1.0
Human
Capital
Structural
Capital
Relationship
Capital
Strategic
Capital
Peer average

20. 4.5
4.4
4.3
4.2
4.1
4
3.9
3.8
3.7
Employees
Company
average
Management
Processes
Mktg/Sales
Knowledge/IP
Partners
Rep/Brand
Customers
External
Culture
Biz Model
Key risks to current business Key opportunities for the future
Brand consistency Strong technology
Sales processes Growing market
External partnership development Project management offering
Project management processes Co-innovation projects
Management depth

21. For more information on ICounts or our
ICountant training programs, please
visit www.smarter-companies.com
or contact Mary Adams
Smarter-Companies Inc.
at 781-729-9650 or
adams@smarter-companies.com