Excellent Executive Coaching Podcast: Episode 369
From Startup to Scale Up, with Marc Luanghy
Host: Dr. Katrina Burrus, PhD, MCC
Guest: Marc Luanghy, Intellectual Capital Expert
Date: February 17, 2025
Episode Overview
This episode focuses on the critical role of intellectual property (IP) for entrepreneurs transitioning from startup to scale-up. Dr. Katrina Burrus interviews Marc Luanghy about the most common pitfalls founders face with IP, new trends in the field, the interplay of sustainability and business strategy, and Marc’s proprietary method—POWER™360—for leveraging trademarks as revenue drivers rather than merely legal shields. The conversation is especially relevant to those scaling innovative businesses, with actionable guidance on protecting and monetizing intangible assets.
Key Discussion Points & Insights
1. The Costly Mistake: Ignoring IP Early On
[01:07]
- Marc Luanghy highlights the most frequent error new ventures make: delaying IP protection.
“Most of the time, entrepreneurs will start thinking about the idea, working it through, and go straight into marketing… using names and logos that they didn’t verify… They could be infringing on somebody's right.”
- He likens failing to secure a trademark to “building a house on land without title” – a risky and potentially ruinous move.
Takeaway:
IP due diligence—especially around trademarks—must happen before major marketing spend or branding.
2. Current IP Trends: Sustainability & Green Branding
[02:53]
- The surge of interest in ESG is now reflected in IP strategy.
“The trends we observe lately have been mainly around green branding because ESG has taken so much importance in the discussion and the boardrooms… legislatures have, I’d say, stringent their rules.”
- Companies aren’t just marketing sustainability; they are integrating it into their innovation, patenting new eco-friendly processes that can later be licensed.
[04:03]
- Example: Revamping supply chains for decarbonization—companies both improve their footprint and create licensable technology.
Takeaway:
Sustainability isn’t just a PR move; it’s fueling new patents, trademarks, and income streams.
3. The POWER™360 Method: More Than Protection—A Roadmap for Growth
[05:53]
- Marc introduces POWER™360, a systematic approach inspired by decades of trademark success.
“It is always based on a method, a system… when you apply this technique, you are positioning your brand in such a distinctive way that other brands cannot occupy your space.”
[07:42] - Most see trademarks as mere defense tools. Marc flips this:
“You have to exploit that asset… Not just a title in the drawer, but actually… putting [it] to the use of your business growth.”
- The method includes workbooks, training classes, and more to help entrepreneurs monetize their IP proactively.
Takeaway:
Treat your trademark as a lever for business growth—not just as legal armor.
4. Turning Intangibles Into Revenue Streams
[10:05]
- IP assets can transform business models.
“If you have a restaurant that is becoming popular... you can now decide, okay, time to grow... you build your business with a strategy that, yes, I want to grow, but I will not be the one putting the capital down because I will franchise my business.”
- By packaging processes, recipes, and branding, entrepreneurs can franchise and earn recurring fees with less risk.
Takeaway:
With the right IP strategy, you can scale smartly—franchising, licensing, or more—sharing the risk and multiplying returns.
5. IP, Social Impact, and the African Carbon Market
[11:41]
- Marc discusses the challenges of treating carbon credits as classical “commodities.” He argues they are closer to music rights—intangible and appreciating with proper management.
“When we talk about carbon, it is by definition not physical. Therefore we can’t treat it as a commodity. And to me, it can only be an intangible asset.”
- He draws a parallel to music royalties, where all contributors are compensated and the asset’s value can grow.
Takeaway:
Rethinking what we consider “commodities” in the sustainability field could revolutionize how contributors are rewarded and incentivized.
Notable Quotes & Memorable Moments
-
On IP Neglect:
“Trying to build a house on land without title over that land is a very risky option.”
— Marc Luanghy, [01:30] -
On Sustainability and IP:
“Some brands have been proactive and have actually adopted and embraced those legal constraints to brand their companies… with that green philosophy at the core.”
— Marc Luanghy, [03:29] -
On Monetizing Trademarks:
“Your desired client will actually get the message you’re trying to send out… you also build a really clear space around your market competitors will find hard to break into.”
— Marc Luanghy, [08:45] -
On Franchising and IP:
“You will actually think everything within your business, all the processes, the recipes, the brand to the core in such a way that you can package it for a franchise.”
— Marc Luanghy, [10:39] -
On IP and Social Impact:
“If we want…people to reduce deforestation, they need to be incentivized… This is where this little shift might be a big difference on the ground.”
— Marc Luanghy, [14:06]
Timestamps for Key Segments
- [01:07] Most common IP mistakes by entrepreneurs
- [02:53] Green branding and ESG trends in IP
- [05:53] Introduction to POWER™360 method
- [07:42] Moving from defensive to proactive IP exploitation
- [10:05] Franchising as a use of IP strategy
- [11:41] Carbon markets in Africa and the intangible asset model
- [14:55] Details on the upcoming POWER™360 book and training
- [16:00] Where to contact Marc Luanghy: IPstance.com
Resources & Contact
- Marc Luanghy’s Website: IPstance.com
- Upcoming Resource: POWER™360 book and training platform for SME owners and entrepreneurs (details to be released on the website).
Episode Conclusion
Marc Luanghy’s insights highlight the urgent need for founders to protect and fully leverage their intellectual assets from the start. His POWER™360 method reframes trademarks as growth engines—not just legal necessities—and connects the dots between sustainability, social impact, and business success. Entrepreneurs of all stripes, especially those ready to scale, will find actionable guidance here for building lasting value through IP.