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Lately, I’ve been thinking a lot about ideas. And about what truly differentiates us, not only as companies, but also as individuals.
With AI doing so much of the heavy lifting we used to do manually, it can feel like parts of our work risks becoming commoditized. This is not a warning or a message to panic or feel pressure. I genuinely believe in abundance. Big change always brings new opportunities, even if they take a moment to see clearly.
The question a lot of us are asking right now is simple. What are these new opportunities?
I believe they come from the thing technology cannot replicate. Our humanity. Our lived experiences. The ideas we have gathered from mistakes, conversations, curiosity, and learning. AI can support us, but it cannot replace what makes us who we are.
There is also data behind this shift. In 1972, 90% of the S&P 500’s value came from physical assets like machinery and real estate, and only 10% came from intellectual property. Fast forward to today, and those numbers have completely flipped. Ninety percent of the value is now in intellectual property. In other words, the majority of value in the market comes from human ideas.
This is true for businesses of every size. Every company has a secret sauce. Something they do differently. Something competitors cannot easily copy. Yet in many businesses, this knowledge lives only in people’s heads or scattered across documents, never fully captured or protected.
Because we work with so many EOS clients, and because Denamico also runs on EOS, we spend a lot of time learning our clients’ “Proven Process”. It is the repeatable journey every customer goes through, but for the companies who treat it as more than documentation, it becomes something more powerful. It becomes a differentiator. It helps teams deliver more consistent results, ramp new employees faster, and build trust sooner. That creates real value.
A conversation I had recently with the CEO of a fast-growing company reminded me just how important this is. He has been doing most of the sales and wants to hire a salesperson, but he was unsure what to do first: get their CRM cleaned up or hire the salesperson. I asked him how likely it was that the new salesperson would succeed in the current setup. He paused for a moment and said, probably not very.
That pause said a lot.
When your ideas and systems are shaped, tested, and documented, the potential value is incredible and quantifiable.
Imagine two businesses. One where everything lives in institutional knowledge and oral tradition. And another where the process is built into the systems, supported by tools like HubSpot, and easy for anyone to follow. Which business is easier to scale? Which one grows more predictably? Which one would you want to buy?
When your process is clear and documented, your CRM becomes the engine that brings it to life. Automations, handoffs, pipeline stages, forecasts, and reporting all work better when they are grounded in a shared way of doing things. Growth becomes more predictable not because of the tool itself, but because the tool reflects who you are and how you deliver value.
On a recent episode of the RevOps Champion podcast, Tony D’Angelo shared a simple truth that has stayed with me.
“People often go to market with a brilliant idea, yet they never packaged or protected it.”
Our ideas matter. Our processes matter. Our experiences matter. One of the greatest opportunities we have right now is to shape them, name them, and elevate them so our teams and our clients can benefit from them.
They do not have to be perfect to be valuable. They just need to be captured. Once they are captured, they can be protected and systematized. That creates real momentum in your business.
What is one piece of your work that lives mostly in your head, and what is the potential value it would create if it were documented, protected, and shared for others to use?
Cheers to your ideas that are waiting to be shared,
Kristin
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Kristin Dennewill
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