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The Notion of Supra Intangible?

Updated: Oct 29, 2022

The value of tangible and intangible assets is often part of the valuation of a company. Take the overall value of a company minus the fixed assets, and you have a delta – a difference, sometimes described as ‘Goodwill.’

Goodwill is prized in organizations where intellectual property, intelligence, experience, use of patents, and perhaps consulting knowledge is the key service or offering, for, without it, the client base and long-term profitability are potentially compromised.

When the product is intangible, then goodwill is key to ensuring success. But what if there was something higher than intangible? What if intangible could be measured by its collective, global, sustainable, or environmental value? What if we take the concept of goodwill or value and increase it? Could we bring an idea to the populous and cultivate a ground swell of interest and participation? Is it possible to go above intangible into the Supra level? In many ways, the contributions we are encouraged to make to charities, our communities, and indeed to how we think about using plastic, recycling, or even cycling versus driving to work are aspects of a potential new level of order where the more each action is taken, the cumulative benefits kick in for everyone.

If you haven't already, watch The Kindness Diaries, and how one man and his motorcycle were inspired by a gas station attendant in Los Angeles, and his act of kindness to traverse the world, paying it forward to those in need - this is Supra.

So, I can sell a product, service, idea, or solution. I could also make that intangible offering such that it becomes a global gift. How wonderful to have a better concept and offering the more you do it. When each person, company, or country elects to engage with your concept, they improve the quality of life for everyone.

"This is the notion of SUPRA intangible. No matter how well designed or built a tangible asset is, it is still consumption, but intangible lends itself to multiplication with value into great gifts."

Pay it Forward Coffee is just one example of random acts of kindness that built into a ground swell of joy for so many in the coffee lineups in the wee hours of the morning. Something as small as a random human paying for your coffee set you on a path of gratitude and joy for hours after the event.

Paying it forward at a coffee shop isn’t a new idea, but one cafe has made it even easier to buy a drink for someone in need. Usually, the idea is you pay for two drinks instead of one, so if someone wants a drink but can’t afford it, they can ask to use the ‘pay it forward’ bank instead.

As you review your company, products, and services, think about the aspects that could be deemed Supra Intangible. How can you make a difference on a larger scale by promoting your intangible assets?

Food for thought! As I see it, there is an extraordinary opportunity to understand yourself and your assets in ways hitherto unknown!

Enjoy your own musings!


Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at


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