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Hello everyone, welcome to

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this month's LinkedIn Live.

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I do these every last

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Wednesday of the month

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at noon eastern, where I

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answer your questions about

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copyrights and contracts.

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And so if you are listening

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to this, um, there are Slides

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that go along with this,

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although you can absolutely,

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get all the value from this

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episode by listening to it.

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But if you're curious, you

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can see the slides on my

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YouTube channel, or also

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on my LinkedIn profile.

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So this month, we are talking

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about why copyrights are more

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valuable than trademarks.

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Now, this is my opinion.

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Of course, I imagine a

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trademark lawyer would

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have a different opinion,

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but my point of view is

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specifically with respect to

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the B2B professional services

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provider who has corporate.

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Clients, and so are concerned

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a little bit different than,

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say, a Pepsi or a FedEx

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or even, an IBM, right?

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we are going to talk about.

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they are different how

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they are same and how

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they will work together.

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So 1st and please feel free to

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put comments in the, chat box.

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if it doesn't throw me off

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too much, I'll answer them.

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But if not, I'll

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wait until the end.

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I've gone both ways.

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so copyrights versus is

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1 is if they're battling

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against each other, but

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aren't that was just.

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Because I like the

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image because they

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really do work together.

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As, you know, I'm a huge fan

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of service based businesses of

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experts, creating intellectual

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property assets, because

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they're very important value

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builder in your business.

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And so they, aren't

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mutual exclusive.

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We will have copyrights

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and trademarks throughout

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both in our businesses,

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probably, but I will be.

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Making an argument, of

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course, that, the copyrights

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are the more valuable

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and the more essential

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intellectual property

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assets in your business.

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1st, to talk about what

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does copyright protect

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versus what trainer.

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Protects copyright protects

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the original expression of

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something intangible form.

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what we write in a

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book, what we paint on a

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painting, what we record

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in a song or on video, what

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we create in a graphic.

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So those things that we take

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an original idea, and we make.

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work out of it.

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those things that have to be

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human, of course, are eligible

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for copyright protection.

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you may know that copyright

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protection attaches at

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the moment that that

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original work is created.

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there is an extra step of

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registration if you want to

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enforce the copyright against

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a third party infringers,

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but you do have that

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copyright protection from the

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moment that it is created.

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Trademark and copyright

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very importantly does

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not protect ideas.

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Trademark protects our

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reputation, our brand.

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It tells, the world, the

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consumer specifically.

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What the origin of a good

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or service is, I used

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examples of IBM and FedEx.

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When we see those

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trademarks, we know

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exactly who's delivering

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our package or where our

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office machine came from.

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I don't know.

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What does IBM do now?

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and so it protects, names.

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Logos, even protect colors

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like u p s, brown, and even

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sounds like the N B C, chime.

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and so that tells the world,

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so that protects the origin

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of a good or service, but

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it does not protect content.

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And so I'm gonna talk about.

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An example today, where you

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are, we are an HR consultancy.

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The name of our business is

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diversity talent solutions.

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And yes, I did get

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that from chat.

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GBT.

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and we provide DEI training

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to corporate clients.

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And so when we

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have this business.

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What do trademarks versus

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copyrights protect for us?

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copyright that protects all

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of our training materials, any

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videos that we've recorded,

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scripts for our trainers,

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workbooks, worksheets,

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um, you know, webinars

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that we put on.

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These are all works.

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That when they are original,

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and we've put them in

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tangible form, they are

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protected by copyright.

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All of our marketing

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materials, the podcast that

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we go on the speeches that

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we give our LinkedIn posts,

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our newsletter, our website,

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all of those materials are

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protected by copyright.

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Work product, let's say we

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are engaged to create employee

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workbook for 1 of our clients.

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And so it is copyright law

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that will determine the

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ownership and the rights.

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that client, will have in

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using that employee workbook.

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So it could be that, you have

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1 that you're just licensing

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to them and that they can't

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use it for any other purpose,

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or it could be that you're

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creating an original 1, just

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for them because there's

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something unique about

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their office environment.

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And they had some specific,

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requests but it is copyright

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that will determine the

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ownership and the use or

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reuse, or the creation

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of derivatives of that.

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work product, and let's

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say you are the client.

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Let's say you have

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engaged a 3rd party to

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help create your course.

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you are the expert

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in issues, but you're

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not a course designer.

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You're not an educate.

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I think they're called.

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Education designers, perhaps.

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And so you've engaged one of

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them to help you, with the

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user experience, the flow and

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everything of your course.

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So you hire them.

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It is copyright law

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that will determine your

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ownership rights in the

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deliverables that course

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designer creates for you.

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So that's copyright.

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On the trademark side, what

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does trademark protect?

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It protects the name

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of your business.

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And so, we can see that

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there is a little bit

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of a lopsided there.

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So we're going to talk about

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the value of copyrights.

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In your business and the value

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of copyrights to your clients.

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first, in the context

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of maximizing the

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value in your business.

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I talk about exclusivity

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and sustainability.

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I have, talked a great.

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Deal about it in the context

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of creating a business

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that you can sell someday.

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But the things that help you

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create a business that would

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be saleable are the same

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things that help you build

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a business that is scalable

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and therefore increase the

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value in your business.

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So the two main pillars we

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talk about when we're talking

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about service based business

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and maximizing the value

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of it are the exclusivity

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and the sustainability

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of the business.

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and within exclusivity,

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we'll, take each and turn

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exclusivity and sustainability

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with exclusivity.

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We have the 2 pillars of

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assets and positioning.

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Now, positioning is

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technically an asset as

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well, but I've set it up

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this way to think about,

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because assets are more

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kind of solid, even though

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they're intangible, they're

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more solid than positioning,

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which is a little bit harder

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to kind of grasp, um, asset.

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on the asset side and also

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on the asset side, these

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are things that can be

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pretty cleanly assigned

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to a 3rd party or is

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positioning may or may not

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be assignable to 3rd party.

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So, your assets, your

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intellectual property, which

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we've talked about, we've

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talked about the things in

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our HR consultancy business

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in this example, that are

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protected by copyrights

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or by trademarks data.

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Would be a valuable asset

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if you have data or research

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that you have databases are

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protected under copyright

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law and any insights

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that you draw for them.

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You take your data and you

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analyze it and you draw

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insights from it and you

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publish white papers or

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use it in presentations.

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Those insights are

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protected by copyright.

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And then the things we

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use within our business

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to make us more efficient

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to maximize the value that

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we provide to our clients.

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We develop tools

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and processes.

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We may have, a

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library of resources.

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We may have

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templates or models.

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We may have methodology

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and frameworks that we use.

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We may have S.

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O.

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P.

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S.

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and even, those employee

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00:08:37,424 --> 00:08:38,774
handbooks are important

297
00:08:38,794 --> 00:08:39,804
to make sure that we're

298
00:08:39,834 --> 00:08:41,264
all working together.

299
00:08:41,610 --> 00:08:43,900
and so those may or may not

300
00:08:43,900 --> 00:08:45,962
be, under copyright law.

301
00:08:46,252 --> 00:08:47,282
Copyright does not

302
00:08:47,292 --> 00:08:49,546
protect methodologies.

303
00:08:49,564 --> 00:08:50,614
It does protect

304
00:08:50,614 --> 00:08:51,534
the expression.

305
00:08:51,534 --> 00:08:52,624
So someone can't

306
00:08:52,852 --> 00:08:55,550
literally copy your S.

307
00:08:55,550 --> 00:08:55,650
O.

308
00:08:55,650 --> 00:08:56,180
P.

309
00:08:56,190 --> 00:08:56,260
S.

310
00:08:56,640 --> 00:08:57,820
but they can read them and.

311
00:08:58,075 --> 00:08:59,415
use them as their own.

312
00:08:59,705 --> 00:09:01,499
but still, these are assets

313
00:09:01,499 --> 00:09:02,699
that provide value in our

314
00:09:02,699 --> 00:09:04,249
business, depending on

315
00:09:04,259 --> 00:09:06,059
how developed they are,

316
00:09:06,244 --> 00:09:07,259
they would be protected

317
00:09:07,339 --> 00:09:08,519
under copyright law.

318
00:09:08,884 --> 00:09:09,894
they are not protected

319
00:09:09,934 --> 00:09:11,294
under trademark law.

320
00:09:11,625 --> 00:09:12,864
And then our positioning,

321
00:09:13,162 --> 00:09:14,818
our expertise, know, what we

322
00:09:14,818 --> 00:09:17,534
do, our niche, who we serve,

323
00:09:17,838 --> 00:09:19,048
the thought leadership, where

324
00:09:19,048 --> 00:09:21,158
we combine this to add value

325
00:09:21,198 --> 00:09:23,763
to the conversation, about.

326
00:09:24,203 --> 00:09:25,523
Who we serve and how we do

327
00:09:25,523 --> 00:09:28,033
it and, of course, our brand

328
00:09:28,063 --> 00:09:29,923
and our reputation, all these

329
00:09:30,043 --> 00:09:32,793
combine to create our unique

330
00:09:32,793 --> 00:09:34,283
position in the marketplace.

331
00:09:34,333 --> 00:09:35,683
Excuse these are.

332
00:09:35,886 --> 00:09:37,716
protected by a combination

333
00:09:37,766 --> 00:09:40,156
of copyright and trademark,

334
00:09:40,356 --> 00:09:41,777
you our thought leadership,

335
00:09:41,787 --> 00:09:43,217
all the content we create

336
00:09:43,227 --> 00:09:44,787
our presentations or speaking

337
00:09:44,797 --> 00:09:47,320
gigs, all of that webinars

338
00:09:47,370 --> 00:09:48,369
our thought leadership is

339
00:09:48,369 --> 00:09:49,999
protected by copyright law.

340
00:09:50,012 --> 00:09:51,656
And, of course, our

341
00:09:51,666 --> 00:09:54,233
brand would be protected

342
00:09:54,383 --> 00:09:55,633
with a trademark.

343
00:09:55,988 --> 00:09:56,556
and we can, of

344
00:09:56,556 --> 00:09:57,756
course, have both.

345
00:09:58,035 --> 00:09:59,519
Of I've created a

346
00:09:59,549 --> 00:10:01,685
copyrightable, work in the

347
00:10:01,685 --> 00:10:03,015
form of this presentation.

348
00:10:03,345 --> 00:10:04,945
And here I have, I don't know

349
00:10:04,975 --> 00:10:06,115
if you can see it against

350
00:10:06,115 --> 00:10:07,839
this light background, but

351
00:10:07,839 --> 00:10:09,229
I have my copyright line

352
00:10:09,229 --> 00:10:11,245
here, the C in a circle

353
00:10:11,245 --> 00:10:13,545
2023, Aaron Austin Law, PLC.

354
00:10:14,580 --> 00:10:16,605
the law firm is my official

355
00:10:16,827 --> 00:10:18,650
business entity, but my

356
00:10:18,650 --> 00:10:20,730
brand is think beyond I.

357
00:10:20,730 --> 00:10:21,220
P.

358
00:10:21,490 --> 00:10:23,377
and I have this little, I.

359
00:10:23,377 --> 00:10:23,597
P.

360
00:10:23,597 --> 00:10:25,317
guy in a box who is,

361
00:10:25,467 --> 00:10:27,654
part of my, trademark

362
00:10:27,754 --> 00:10:28,524
with think beyond I.

363
00:10:28,524 --> 00:10:28,924
P.

364
00:10:29,212 --> 00:10:30,732
Now, for me, personally,

365
00:10:30,949 --> 00:10:32,819
I have not registered

366
00:10:32,939 --> 00:10:34,869
a trademark, for think

367
00:10:34,869 --> 00:10:36,229
beyond AP, we'll tell

368
00:10:36,229 --> 00:10:36,929
you why in a minute.

369
00:10:37,286 --> 00:10:38,826
And so that is

370
00:10:38,836 --> 00:10:39,946
exclusivity pillar.

371
00:10:40,243 --> 00:10:41,393
Sustainability is

372
00:10:41,393 --> 00:10:42,773
the other pillar.

373
00:10:43,155 --> 00:10:45,005
The ability to,

374
00:10:45,159 --> 00:10:47,065
continue regardless

375
00:10:47,185 --> 00:10:48,885
of what is happening

376
00:10:48,925 --> 00:10:50,595
with you as the owner.

377
00:10:50,955 --> 00:10:53,025
So, if you are the only

378
00:10:53,025 --> 00:10:54,695
person who's driving sales,

379
00:10:54,695 --> 00:10:56,185
driving revenue, doing all

380
00:10:56,185 --> 00:10:58,402
the things, your business is

381
00:10:58,402 --> 00:11:00,722
on the less sustainable end.

382
00:11:01,102 --> 00:11:02,572
Versus if you have some

383
00:11:02,572 --> 00:11:04,612
independence and there is some

384
00:11:04,612 --> 00:11:05,932
independence in your business

385
00:11:05,932 --> 00:11:07,702
from you for making sales,

386
00:11:07,702 --> 00:11:09,142
for driving revenue, then

387
00:11:09,142 --> 00:11:10,762
it becomes more sustainable.

388
00:11:10,762 --> 00:11:11,962
And it is a continuum.

389
00:11:12,252 --> 00:11:13,002
for those of you who have

390
00:11:13,002 --> 00:11:13,752
questions about that,

391
00:11:13,752 --> 00:11:15,852
I do have a assessment

392
00:11:15,852 --> 00:11:17,142
about where you are on

393
00:11:17,147 --> 00:11:18,772
that, sustainability,

394
00:11:19,015 --> 00:11:19,915
to continuum 'em.

395
00:11:19,945 --> 00:11:20,844
And, you can find

396
00:11:20,844 --> 00:11:21,474
that on my website.

397
00:11:21,474 --> 00:11:22,134
I'll have that at the end.

398
00:11:22,404 --> 00:11:24,294
And so the things that would,

399
00:11:24,394 --> 00:11:26,394
Promote sustainability are

400
00:11:26,434 --> 00:11:28,801
leverage leverage is where

401
00:11:28,801 --> 00:11:30,461
you have an input, but

402
00:11:30,461 --> 00:11:32,641
that the output from it is

403
00:11:32,921 --> 00:11:34,541
magnified from the input.

404
00:11:34,847 --> 00:11:36,507
say, in making an investment

405
00:11:36,527 --> 00:11:37,977
in creating a product, we

406
00:11:37,977 --> 00:11:38,997
put in that investment in

407
00:11:38,997 --> 00:11:40,477
the front end, but then we

408
00:11:40,477 --> 00:11:42,017
can sell it multiple times.

409
00:11:42,137 --> 00:11:43,667
And so its impact is

410
00:11:43,687 --> 00:11:46,030
magnified from the input.

411
00:11:46,490 --> 00:11:48,860
And so generally that involves

412
00:11:48,910 --> 00:11:50,570
either, the creation of tools.

413
00:11:50,570 --> 00:11:51,265
It doesn't have to be

414
00:11:51,265 --> 00:11:51,820
something you sell.

415
00:11:52,052 --> 00:11:52,770
It can be the creation

416
00:11:52,770 --> 00:11:53,570
of tools to make

417
00:11:53,570 --> 00:11:54,470
you more efficient.

418
00:11:54,693 --> 00:11:56,063
and, something that's product

419
00:11:56,073 --> 00:11:57,233
ties that you're doing over

420
00:11:57,233 --> 00:11:59,540
and over again and again,

421
00:11:59,540 --> 00:12:00,993
you know, you can continue

422
00:12:00,993 --> 00:12:02,253
to create that value for your

423
00:12:02,323 --> 00:12:04,987
client, less expensively and

424
00:12:04,987 --> 00:12:06,567
then, Your business model,

425
00:12:06,587 --> 00:12:08,637
do you have a 1 to 1 custom

426
00:12:08,637 --> 00:12:09,867
business model, which hard

427
00:12:09,867 --> 00:12:11,393
to create efficiencies or

428
00:12:11,393 --> 00:12:13,257
do you have some variety

429
00:12:13,257 --> 00:12:14,197
of your business model?

430
00:12:14,207 --> 00:12:15,527
So you have some things

431
00:12:15,537 --> 00:12:17,307
that are 1 to several,

432
00:12:17,307 --> 00:12:19,090
like, a mastermind or

433
00:12:19,173 --> 00:12:21,467
group program, or 1 to many

434
00:12:21,467 --> 00:12:22,577
in the form of a course.

435
00:12:22,880 --> 00:12:24,278
Or a book, you don't need

436
00:12:24,278 --> 00:12:25,238
to have all those things.

437
00:12:25,238 --> 00:12:25,815
And I don't want

438
00:12:25,815 --> 00:12:26,995
anyone to think that.

439
00:12:27,212 --> 00:12:28,482
but there's more than 1

440
00:12:28,492 --> 00:12:30,212
way than just having 1

441
00:12:30,212 --> 00:12:32,372
on 1 custom services to

442
00:12:32,372 --> 00:12:33,402
create sustainability in

443
00:12:33,402 --> 00:12:34,733
your business, even just

444
00:12:34,733 --> 00:12:37,343
having a systematized,

445
00:12:37,773 --> 00:12:39,413
service that you can help

446
00:12:39,443 --> 00:12:40,753
peel off pieces of it.

447
00:12:40,753 --> 00:12:42,040
Like, you know, that.

448
00:12:42,220 --> 00:12:43,400
X needs to be done, or you

449
00:12:43,400 --> 00:12:44,400
have a starting point from

450
00:12:44,400 --> 00:12:45,470
a template, or, you know,

451
00:12:45,470 --> 00:12:46,650
that there is this piece

452
00:12:46,650 --> 00:12:48,140
that doesn't involve me.

453
00:12:48,444 --> 00:12:50,530
I can use a contractor for

454
00:12:50,530 --> 00:12:51,520
this, or I can even use

455
00:12:51,520 --> 00:12:53,581
technology for this to help

456
00:12:53,581 --> 00:12:55,710
make the delivery of that 1

457
00:12:55,720 --> 00:12:57,530
on 1 service more efficient.

458
00:12:57,931 --> 00:12:59,658
And then protection, that is

459
00:12:59,658 --> 00:13:01,118
the form of our contracts.

460
00:13:01,328 --> 00:13:02,558
are we using contracts

461
00:13:02,558 --> 00:13:04,678
effectively so that when we

462
00:13:04,678 --> 00:13:06,728
have deliverables from our

463
00:13:06,948 --> 00:13:08,668
contractors, we have work

464
00:13:08,668 --> 00:13:09,608
product we're delivering

465
00:13:09,638 --> 00:13:12,195
to our clients that we

466
00:13:12,215 --> 00:13:13,785
make sure that we're still

467
00:13:14,052 --> 00:13:15,898
owning and controlling the

468
00:13:15,898 --> 00:13:17,618
rights that flow from those

469
00:13:17,628 --> 00:13:18,898
deliverables and again,

470
00:13:18,908 --> 00:13:20,838
that is Copyright and that's

471
00:13:20,838 --> 00:13:21,748
copyright protection that

472
00:13:21,748 --> 00:13:23,038
you get with those contracts.

473
00:13:23,384 --> 00:13:24,504
typically for the expertise

474
00:13:24,504 --> 00:13:25,544
based business, there's

475
00:13:25,554 --> 00:13:26,174
always going to be

476
00:13:26,174 --> 00:13:27,164
exceptions, but these are

477
00:13:27,164 --> 00:13:28,384
just the typical cases.

478
00:13:28,767 --> 00:13:31,357
So that is the exclusivity,

479
00:13:31,357 --> 00:13:32,677
sustainability to create

480
00:13:32,677 --> 00:13:34,327
the most value in our

481
00:13:34,387 --> 00:13:36,617
businesses for ourselves.

482
00:13:37,025 --> 00:13:38,030
What about the value

483
00:13:38,030 --> 00:13:39,030
to our clients?

484
00:13:39,635 --> 00:13:42,085
I hate to call it this,

485
00:13:42,085 --> 00:13:43,585
but it is a little bit,

486
00:13:43,815 --> 00:13:44,845
the trademarks are a little

487
00:13:44,845 --> 00:13:46,845
bit of a vanity piece.

488
00:13:47,098 --> 00:13:48,165
Now it's not that it's

489
00:13:48,215 --> 00:13:49,932
unimportant that your clients

490
00:13:49,962 --> 00:13:51,462
not be able to tell you

491
00:13:51,795 --> 00:13:53,742
apart from your competitors.

492
00:13:53,742 --> 00:13:55,422
It is important that your

493
00:13:55,462 --> 00:13:56,622
clients can tell you apart

494
00:13:56,682 --> 00:13:58,505
from your competitors, but

495
00:13:58,555 --> 00:14:01,385
is the value to your clients.

496
00:14:01,628 --> 00:14:03,738
In your trademark, or is

497
00:14:03,738 --> 00:14:05,558
the value to your clients

498
00:14:05,892 --> 00:14:07,324
in the transformation?

499
00:14:07,324 --> 00:14:08,404
You provide the outcome

500
00:14:08,404 --> 00:14:09,434
that they get from you.

501
00:14:09,759 --> 00:14:10,691
That doesn't come from your

502
00:14:10,691 --> 00:14:13,457
trademark that comes from.

503
00:14:13,684 --> 00:14:15,866
The training you provide the,

504
00:14:15,876 --> 00:14:17,216
research that you have the

505
00:14:17,236 --> 00:14:19,389
insights that you have the

506
00:14:19,399 --> 00:14:21,189
process that you have all

507
00:14:21,189 --> 00:14:24,046
those things that provide

508
00:14:24,154 --> 00:14:26,237
the outcome that your clients

509
00:14:26,307 --> 00:14:28,357
are paying you for that will

510
00:14:28,357 --> 00:14:29,907
provide the outcome that your

511
00:14:29,907 --> 00:14:32,357
clients will rave about that

512
00:14:32,357 --> 00:14:33,757
will provide the outcome that

513
00:14:33,757 --> 00:14:35,777
will cause your clients to,

514
00:14:36,017 --> 00:14:38,227
refer you on to other people.

515
00:14:38,602 --> 00:14:39,428
it is not.

516
00:14:39,818 --> 00:14:42,446
The trademark and so making

517
00:14:42,446 --> 00:14:45,242
sure we're focusing on the

518
00:14:45,302 --> 00:14:46,412
outcome of providing to

519
00:14:46,412 --> 00:14:48,076
our clients and not, know,

520
00:14:48,076 --> 00:14:49,972
how cute our trademark

521
00:14:49,992 --> 00:14:51,032
may or may not be.

522
00:14:51,336 --> 00:14:52,566
would your client.

523
00:14:52,787 --> 00:14:54,276
be just as happy with you

524
00:14:54,326 --> 00:14:55,476
with a different name.

525
00:14:55,816 --> 00:14:57,778
And I'm going to argue that

526
00:14:57,838 --> 00:15:00,112
it would be now, even though

527
00:15:00,112 --> 00:15:01,542
I have obviously come to the

528
00:15:01,542 --> 00:15:02,902
conclusion that copyrights,

529
00:15:03,472 --> 00:15:04,802
are greater than I don't

530
00:15:04,802 --> 00:15:05,432
know if that's the right

531
00:15:05,432 --> 00:15:07,152
thing, but copyrights have

532
00:15:07,152 --> 00:15:09,222
more value in your B2B,

533
00:15:09,374 --> 00:15:10,634
expertise based business.

534
00:15:10,634 --> 00:15:11,084
When you have

535
00:15:11,094 --> 00:15:12,054
corporate clients.

536
00:15:12,364 --> 00:15:12,894
it doesn't mean

537
00:15:12,894 --> 00:15:13,704
that trademarks.

538
00:15:13,704 --> 00:15:13,774
Thanks.

539
00:15:13,987 --> 00:15:15,047
Are unimportant.

540
00:15:15,057 --> 00:15:16,207
They are important,

541
00:15:16,444 --> 00:15:18,490
but they don't really,

542
00:15:18,680 --> 00:15:20,600
challenge the value of the

543
00:15:20,600 --> 00:15:22,050
copyrights in your business.

544
00:15:22,382 --> 00:15:23,869
we want to be able to be

545
00:15:24,039 --> 00:15:25,449
distinguishable from our

546
00:15:25,549 --> 00:15:26,909
competitors, but that

547
00:15:26,909 --> 00:15:28,019
shouldn't be because we

548
00:15:28,019 --> 00:15:29,429
have such a cool trademark

549
00:15:29,672 --> 00:15:31,222
that should be because

550
00:15:31,242 --> 00:15:31,622
of the work we are doing.

551
00:15:33,351 --> 00:15:35,249
In our industry, getting out

552
00:15:35,249 --> 00:15:37,359
there, speaking, writing,

553
00:15:37,599 --> 00:15:39,929
showing our expertise, having

554
00:15:39,929 --> 00:15:41,969
satisfied clients, getting

555
00:15:41,969 --> 00:15:44,349
those testimonials LinkedIn.

556
00:15:44,792 --> 00:15:46,692
That's the way we

557
00:15:46,782 --> 00:15:48,122
distinguish ourselves.

558
00:15:48,122 --> 00:15:48,689
You know, having

559
00:15:48,689 --> 00:15:49,319
the positioning.

560
00:15:49,319 --> 00:15:50,122
I could go back to

561
00:15:50,122 --> 00:15:51,092
the positioning slide.

562
00:15:51,389 --> 00:15:52,229
Those are the ways

563
00:15:52,229 --> 00:15:53,079
that we create.

564
00:15:53,411 --> 00:15:54,711
our unique positioning

565
00:15:54,900 --> 00:15:56,727
and the trademark is

566
00:15:56,757 --> 00:15:57,777
the cherry on top.

567
00:15:58,057 --> 00:15:59,780
I put it this way, like,

568
00:15:59,840 --> 00:16:02,030
unless you have something

569
00:16:02,030 --> 00:16:03,873
to rave about, trademark

570
00:16:03,873 --> 00:16:05,213
doesn't mean anything because

571
00:16:05,223 --> 00:16:07,013
the trademark just attaches

572
00:16:07,440 --> 00:16:09,730
to the value of the result.

573
00:16:10,080 --> 00:16:11,387
So, the value of the

574
00:16:11,387 --> 00:16:12,737
result has to come before

575
00:16:12,747 --> 00:16:13,967
the trademark, then the

576
00:16:13,967 --> 00:16:15,207
trademark, of course, and

577
00:16:15,207 --> 00:16:17,270
say, okay, the value comes

578
00:16:17,270 --> 00:16:19,340
from this trademark, but 1st.

579
00:16:19,670 --> 00:16:21,360
You have to establish the

580
00:16:21,360 --> 00:16:23,413
value and so some of you

581
00:16:23,413 --> 00:16:25,257
may have many resources.

582
00:16:25,578 --> 00:16:27,277
If you have limited resources,

583
00:16:27,577 --> 00:16:28,337
then make sure you're

584
00:16:28,347 --> 00:16:29,897
focusing on copyrights.

585
00:16:30,337 --> 00:16:32,677
and then the trademarks are.

586
00:16:32,952 --> 00:16:34,012
nice to have, but

587
00:16:34,012 --> 00:16:35,332
not a must have.

588
00:16:35,619 --> 00:16:37,639
and, I am not a trademark

589
00:16:37,639 --> 00:16:38,809
lawyer and I will say on

590
00:16:38,809 --> 00:16:40,239
behalf of my trademark,

591
00:16:40,490 --> 00:16:42,310
lawyer colleagues that they

592
00:16:42,310 --> 00:16:44,243
will say this that if there

593
00:16:44,243 --> 00:16:45,713
is a trademark that it would

594
00:16:45,713 --> 00:16:48,066
just hurt you in your soul.

595
00:16:48,106 --> 00:16:49,646
If somebody else got it

596
00:16:49,853 --> 00:16:50,923
and took it from you,

597
00:16:51,239 --> 00:16:52,793
then get it registered.

598
00:16:53,046 --> 00:16:54,716
but if there is another

599
00:16:54,746 --> 00:16:56,076
term that could.

600
00:16:56,236 --> 00:16:58,210
work just as well, almost

601
00:16:58,520 --> 00:17:00,250
always there is, then,

602
00:17:00,332 --> 00:17:01,902
focus on making sure you're

603
00:17:01,922 --> 00:17:02,702
creating value for your

604
00:17:02,702 --> 00:17:03,932
clients, becoming the go

605
00:17:03,932 --> 00:17:05,022
to person in your space.

606
00:17:05,518 --> 00:17:06,618
if you are serving

607
00:17:06,618 --> 00:17:07,478
corporate clients,

608
00:17:07,538 --> 00:17:09,272
they know who you are.

609
00:17:09,399 --> 00:17:10,769
They're not Googling you.

610
00:17:11,037 --> 00:17:12,077
they're not going off of.

611
00:17:12,077 --> 00:17:13,701
know, how many, SEO, right?

612
00:17:14,020 --> 00:17:15,490
that's warm introduction

613
00:17:15,510 --> 00:17:16,890
sales and all the things

614
00:17:16,910 --> 00:17:18,720
that require, getting to

615
00:17:18,720 --> 00:17:19,850
build your reputation.

616
00:17:20,117 --> 00:17:21,466
So that is what I

617
00:17:21,476 --> 00:17:22,516
have for you today.

618
00:17:22,717 --> 00:17:24,267
I don't see any comments

619
00:17:24,267 --> 00:17:24,977
in the comment box.

620
00:17:24,977 --> 00:17:26,157
I'm happy to.

621
00:17:26,430 --> 00:17:27,920
Take any questions

622
00:17:27,930 --> 00:17:28,710
if you have them

623
00:17:29,129 --> 00:17:31,629
and if you don't, you can find

624
00:17:31,659 --> 00:17:33,072
out, some of the things that I

625
00:17:33,172 --> 00:17:35,238
mentioned are things that are

626
00:17:35,238 --> 00:17:37,468
probably copyrightable because

627
00:17:37,468 --> 00:17:39,598
not everything that we create,

628
00:17:39,925 --> 00:17:41,915
not all the content we create.

629
00:17:42,204 --> 00:17:45,220
Is copyrightable and so I

630
00:17:45,220 --> 00:17:47,130
have created an assessment, a

631
00:17:47,130 --> 00:17:48,800
free assessment tool that will

632
00:17:48,800 --> 00:17:49,980
determine whether or not your

633
00:17:49,980 --> 00:17:52,560
expertise is copyrightable.

634
00:17:52,854 --> 00:17:54,368
please feel free to go to

635
00:17:54,368 --> 00:17:55,548
my website, thinkbeyondip.

636
00:17:56,868 --> 00:17:58,478
com and there you can

637
00:17:58,478 --> 00:18:00,498
sign up, for my newsletter

638
00:18:00,518 --> 00:18:02,208
and for podcast updates.

639
00:18:02,647 --> 00:18:04,558
And you will also get your

640
00:18:04,598 --> 00:18:06,348
expertise copyrightable.

641
00:18:06,569 --> 00:18:08,182
Assessment, thank you

642
00:18:08,212 --> 00:18:09,302
all for joining me.

643
00:18:09,602 --> 00:18:10,622
if you have any questions,

644
00:18:10,652 --> 00:18:12,082
just shoot them to me, either

645
00:18:12,082 --> 00:18:13,572
on LinkedIn or I think beyond.

646
00:18:13,572 --> 00:18:13,662
I.

647
00:18:13,662 --> 00:18:14,102
P.

648
00:18:14,408 --> 00:18:15,188
Aaron, I think beyond.

649
00:18:15,188 --> 00:18:15,238
I.

650
00:18:15,238 --> 00:18:15,448
P.

651
00:18:15,448 --> 00:18:17,518
dot com and I will hope

652
00:18:17,518 --> 00:18:19,298
to address them in the

653
00:18:19,298 --> 00:18:20,488
next LinkedIn live.

654
00:18:20,668 --> 00:18:21,478
Thanks so much.