Leverage Your Intellectual Property DNA

I want to introduce you to the most valuable asset I own, and why I love it so much: intellectual property.

Understanding your intellectual property DNA—the unique way you create, teach, and share value—is one of the most powerful assets any creator, entrepreneur, or expert can develop. It’s become even more powerful in the age of AI because the more content you create, the more AI can help you amplify it. (I wrote more about this in Don’t Fear AI, Profit From It.)

Here’s what most people miss: having content in places other than your website matters more than ever. People are turning to ChatGPT over Google. And they’re more likely to discover you from social media than your website.

So what is your intellectual property DNA?

Maybe it’s a system you built or a framework that improves people’s lives. Maybe it’s a philosophy that changes how others see their industry or their future.

Sometimes it shows up as a book.
Other times as a keynote.
It could be a program, a documented process, a workshop, a workbook, an AI tool, a playbook, or a course.

But here’s the thing: no matter how good the material is, and no matter how good your intentions are, without marketing and media, it may not matter much.

As my friend Mark Moss says, “It’s not just what you know, it’s who knows you.”

If you want to impact more people, it’s not enough to create value.

Your reach and being able to share your value is the key to unlocking wealth.

The Power of Media (When You Use It Right)

Word of mouth is magic. Referrals will always be one of the most effective ways to grow.

Paid ads work too. But the most powerful strategy today is a combination of organic media through authentic content.

When you share your ideas through video or social posts, you give people a chance to experience your value before they ever meet you. You can overcome objections, answer questions, and earn trust—all before a sales call.

As my friend Charles Gaudet says, “Consumption equals conversion.”

The more people engage with your content, the more likely they are to work with you.

So, how are you doing? What can you do better? What’s stopping you?

For me, it used to be judgment. I thought social media was a menace, a place of distraction and division. And yes, there’s truth to that.

But I can either sit back, let it go, let it get worse, and keep ideas and experiences to myself…leaving people in pain or without knowledge… or do something about it.

That idea really sunk in for me when Dan Martell said “if I sit back and do nothing, the noise continues. The negativity, the bots, the lies, the politics.”

For me, the message was clear: it was time to do something about it.

When you show up with intention, when you share the best you’ve got and the best of who you are, that’s a game worth playing.

You put good in the world, you create value… and guess what? Value returns to you too.

Discovering Your Intellectual Property DNA

When I did my comedy tour and filmed my special (now on Amazon Prime), I had a healthy obsession. I know, I know… I talk about this a lot. Still kind of obsessed, as you can see.

I watched comedy specials almost every day. I walked and rehearsed every morning. I turned my basement into a comedy club and performed sets every weekday. I hired mentors.

But when I wanted to get into producing impactful long form video, I didn’t have that same commitment because I didn’t have clarity.

I hired a great consultant, but we built a model that didn’t fit my Intellectual Property DNA.

It wasn’t my format, and I wasn’t sold on it or in love with it, so it didn’t last.

That’s the danger of copying someone else’s model. It might work, but not for you.

Instead, find the creative process that aligns with who you are and how you teach. As I wrote in Go Pro in What Makes You Come Alive, declaring your vision and committing to your format is the first step to sustainable success.

For me, it finally clicked when I realized I could merge entertainment and education to create edutainment.

To that point, I’m launching a new channel called The Money Jesus on YouTube, where I’ll use humor and storytelling to teach financial principles in a way that’s engaging and fun.

What has worked this year is me and my iPad to draw and teach concepts visually, with my producer Weston asking questions on behalf of the audience.

In 2026, we’ll start filming in front of live audiences because that’s where I thrive. That sounds fun to me.

I got a taste of that energy when I filmed with Myron Golden in Tampa, and it reminded me: don’t talk to a camera, talk with people.

That’s the game worth playing.

The Most Powerful Form of Marketing: Teaching

I love to write. I love to speak. But more than anything, I love to teach.

And media is the most scalable, leveraged way to teach there is.

As of this morning, our YouTube channel has over 6.2 million views.

In one month, I’ve reached more people than twenty years of speaking on stage.

That’s not just reach. That’s impact.

The thing that builds the most trust in your business is being trustworthy and in integrity.

The second most powerful thing is long-form video on YouTube.

Think about that. Your voice, your teaching, your frameworks—delivered at scale while you sleep, while you’re with family, while you’re creating something new.

The Numbers Don’t Lie