Summary5 min read

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.

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Transcript29 lines

[00:05]
A
Do you have an idea, a process, a product that is fabulous that you launch, you marketed, you promoted, and you put a lot of funds behind it, only to find out that someone else has already trademarked it. So let's ask Mark Luangi not only how to trademark an idea, process, or a product, but also how to monetize it. So let's listen up. Welcome to the excellent executive coaching podcast. I'm your host, Dr. Katrina Burious. And today we have Mark Wange. L U A N G H Y Luangi. And so you're an intellectual capital expert. So tell us, what are the most common mistakes entrepreneurs make when it comes to protecting their intellectual property?
[01:08]
B
Well, what we can say is the most common mistakes come across is most of the time, they simply ignore or delay paying attention to these assets. Most of the time, entrepreneurs will start thinking about the idea, working it through, and go straight into marketing, spending their money on the graphic designs, the typical branding identity, and they will go out there spending on their communication using names and logos that they didn't verify if it was free to use. They could be infringing on somebody's right. Or worse, they just expose themselves to vulnerabilities because someone else could actually attack and register the name so that all the fences they've done would go to the drain. So it is very important to understand that trying to build a house on land without title over that land is a very risky option. And when an entrepreneur goes forward building his business without a title of ownership over that brand, it is as risky as building over free land without the title. So registering the trademark is very important and is key before going into investing in your venture.
[02:39]
A
So registering the trademark before any marketing ideas, any expenses in that domain, verifying that it's free. Okay. Okay, great. So what would you say are some of the trends in intellectual property?
[02:54]
B
The trends we observe lately have been mainly around green branding because ESG has taken so much importance in the discussion and the boardrooms that they have to rethink their positioning when it comes to sustainability. They realize also that there's been a lot of backlash with greenwashing cases where some were making gross inflated claims and the legislators have, I'd say, stringent their rules. And now it's quite clear how someone can claim that they are taking green actions or not. And some brands have been proactive and have actually adopted and embraced those legal constraints to brand their companies and services with that green philosophy at the core of their positioning.
[03:51]
A
Okay, so just to clarify, give us examples of what is A green, a sustainable action that companies may claim they have.
[04:04]
B
Okay. We've got many companies that are now heavily investing in their supply chain and are reviewing how they are actually producing their output and they're trying to decarbonize their supply chain and doing so. They're rethinking all their processes. Along the way they come across some technologies and innovations that have, I'll say, a more sustainable approach and environmental friendly perspective. And implementing those innovations give them an edge because they can even patent that innovation, license it to other companies. And we're observing this kind of trend in the industry.
[04:50]
A
I see. So going into the process, making it more sustainable and then wanting to trademark the process to keep that competitive end. I see. Is there any other trend now, how this has started, this trend, when and how has it evolved?
[05:09]
B
I would say initially it was probably something a bit left aside in the sense that it was more considered with technology transfer and we would leave innovators in a corner with R when now it's a more integral concept where they realize that it has to be aligned to the overall strategy of the company so that they can move faster, move further and gain now additional assets that they can capitalize on. And licensing those technologies to other companies can also present additional income streams for them, which is also lifting the profile, the image of the company.
[05:54]
A
I see. Okay, so you've developed the POWER™360. Now could you tell us about this POWER™360 that you've developed and how does it benefit entrepreneurs?
[06:08]
B
Yes, sure. It's a method on how to use trademarks in a way that you can ensure you have a sustainable and thriving business. The idea behind it is stemming from a very close analysis of successful trademarks that have been around for many, many decades and that have this, what we would call a secret recipe to behind the success. And it's not luck or trivial. It is always based on a method, a system that is basically proven to be ultra efficient in the sense that when you apply this technique, you are positioning your brand in such a distinctive way that other brands cannot occupy your space. You are going to build and fortify your brand in a sense that you'll be recognizable even in a crowded market. So this is really, I would say the best way to utilize the trademark is to follow this methodology and to promote it. There will be a book, a workbook and some training classes for any entrepreneur willing to actually apply this technique and accelerate on their IP implementation in the company.
[07:35]
A
How is this power trademark 360 different than another process Most of the time.
[07:43]
B
Most trademarks don't follow a process in terms of exploitation. Most of the time, trademarks are viewed as a defensive mechanism with protecting the brand in case someone would like to utilize our brand. When in fact, once you realize that this is an asset, you need to realize that you have to exploit that asset for it to bring you revenue. And this is where some, I would say, more dynamic and proactive actions have to be taken to ensure that this trademark is not just a title in the draw, but actually some fitness that you are exploiting and putting to the use of your business growth.
[08:31]
A
So it's a way to make money with your trademark, basically, right?
[08:36]
B
Yes.
[08:37]
A
Okay, sorry, I interrupted you.
[08:40]
B
No worries. Yes, it's a way to make money with your trademark. And it's a way to make sure that your trademark is not only valuable to you, but your audience, your desired client will actually get the message you're trying to send out. And that way you also build a really clear space around your market that competitors will find hard to break into and they'll have to work harder to compete with you. Therefore, it is a must to get into this holistic perspective on intellectual property and trademark in particular. Also because trademarks are the most visible intellectual property you may have. And if you don't own your brand, you don't own your space. This is going to be very hard for you to last, for you to be recognized and to actually grow. So it is very valuable as well as an instrument to increase the valuation of your company. And it is something that is not to be neglected.
[09:56]
A
Right. So tell us, how can a strong IP strategy turn intangible assets into business growth drivers? Give us some examples.
[10:06]
B
Well, yeah, some IP strategy. Basically you can think of your a business, let's say a restaurant. Restaurants most of the time will think, oh, other than my name, I don't own any ip or maybe my recipes. What can I do with this? Basically, if you have a restaurant that is becoming popular and I'll say sought after, you can now decide, okay, time to grow, how are you going to grow? The classic way would be for you to invest the capital and open the second branch. And actually, once you understand ip, 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. So 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. And now you get the risk of the Opening of the second branch onto the franchisee who will actually pay you to exploit your name your know how and help your name and brand grow. So this is a very different way to grow faster with diminishing the risks along the way.
[11:26]
A
Yes, great example. Yes. You have experience with intellectual property, with sustainability and social impact, particularly in the African market. Tell us a little more about that.
[11:42]
B
Yes, that is a very interesting part. It's basically when we consider the industry, I would say the carbon finance industry, most of the time we are told that it is a commodity. And for me, the problem was that a commodity by definition is physical. And 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. And how so? Because the tangible side of it is, is the actual nature, the forest, and this is what captures the actual CO2. So we are doing a lot of projects to reduce this carbon footprint and we want to reward the efforts with those carbon credits. So to me, they're just financial instruments linked to this intangible asset. Why is it so important to make that distinction? Simply because when you deal with a commodity, the commodity has a value X and it only takes great value after you've transformed it. When you look at an intangible asset, most of the time with time, it appreciates in value rather than depreciating value. And the way the intangible assets are managed and dealt with, we identify all the actors and everybody gets a reward along the way. So to take a parallel, you would look at music. An artist will come up with his song, but he has had some help along the way for the music. So the music was done by another set of artists. And then there's a publishing company that is actually investing on producing the record and making it available to the public. Now all this is so, well, I would say orchestrated that we know each part that was played by each party and each one will get the reward for their effort. So the singer, the musicians, the publishing company all get their rights and I would say monetized return on the efforts. So this is very different as to treating it as a commodity where you would just take something and just move along and do what you want with it. And if we want, I would say the people to reduce deforestation, they need to be incentivized and not taking them into account makes it more complicated to see them change behavior and treat the forest differently. So this is where this little shift might be a big difference on the ground.
[14:41]
A
Wonderful. That's great. So you come back, you've created a workbook for your power trademark360. Where can people get a hold of you and your book, your workbook?
[14:56]
B
Yes. So this Power™ 360 book and training are underway. It's coming very soon. There will be a platform, dedicated platform for people to be able to follow, let's say group classes. And there will be also possibility of one on one classes. But the book will be also launched shortly before the training. The idea is to get some traction around this concept. It needs to be, I would say, spread as much as possible because the idea is to get more SMEs embracing intellectual property and the right and most of the time people think it's reserved for big corporations. Yes, they do use it, but but small corporations can also use IP and benefit from it. So this is my contribution to the business world and my passion as well along the way.
[15:56]
A
So how, Mark, can they get a hold of you? Where can they get a hold of you?
[16:00]
B
Well, yes, there is a website where I'm always reachable. IPstance.com IPstance.com Yes.
[16:09]
A
And it'll be in the show Notes. Thank you very, very much, Mark.
[16:12]
B
Thank you.
[16:13]
A
Thank you. And I encourage listeners to be sure to trademark their intellectual property.
[16:21]
B
Thank you.
[16:23]
C
Thank you for listening to the Excellent Executive Coaching podcast. You can subscribe to all Future podcasts@excellent executivecoaching.com join us each Wednesday to learn more about the latest trends in leadership techniques and bring your coaching to the next level. To learn more about Dr. Burris CEO mastermind, use the contact form@excellentexecutivecoaching.com.