You Are an IP Company: The 12-Step Plan to Increase Your Intellectual Property Influence, Impact, and Income

by Kary Oberbrunner, Katherine Rubino, Dan Sullivan (foreword)

A New Book from the Wall Street Journal and USA Today Bestselling Author

The Most Valuable Companies in the World Leverage a Powerful Secret. Do you?
Taylor Swift isn’t a singer, songwriter, or entertainer. She’s an IP Company—filing over 300 trademarks (and counting), including The Tortured Poets Department, Swiftites, Tayplay, and even her cat’s names—Meredith and Olivia Swift. Taylor Swift doesn’t protect her IP because she’s a big star. She’s a big star because she protects her IP.


Play-Doh also takes its IP seriously, protecting the scent of its modeling compound with the proprietary description, “Sweet, slightly musky, vanilla fragrance, with slight overtones of cherry, combined with the smell of a salted, wheat-based dough." Even The Coca-Cola Company knows its value is found in its trade secret, not the carbonated beverage it bottles.


You’re not that different. But sadly, most entrepreneurs don’t think they have any intellectual property. Truth is, they just don’t know how to find it. The few who do, don't know how to protect it. Over 90% of your company’s value is linked to your IP. Unless you value your IP, your clients, competitors, and collaborators won’t truly value you.


Kary Oberbrunner, entrepreneur and inventor of Instant IP™, and Katherine Rubino, a Partner at Caldwell, the fastest-growing IP law firm in America for more than four years in a row, team up to offer a proven guide for identifying your ideas and protecting them the fastest, easiest, and most effective way possible.

Get ready to

Why you should not promote your IP until you first protect your IPWhich IP protection strategy makes sense for your unique circumstancesHow Disney, LEGO®, CrossFit, Dr Pepper, Magnolia, and Apple experienced exponential growth by leveraging their IPThe 12-step plan to increase your intellectual property influence and impactForty-seven practical ways of monetizing your IP so you realize true income
Your Ideas are Valuable. Start Protecting Them Today.

Genres: Business

240 pages, Paperback

Published October 30, 2024

About the author

KARY OBERBRUNNER is a Wall Street Journal and USA Today bestselling author of 14 books. As CEO of Igniting Souls® and Instant IP™ he helps abundant-minded & coachable-competent entrepreneurs PUBLISH, PROTECT, and PROMOTE their intellectual property and turn it into 18 streams of income so they can change the world.

An award-winning novelist, screenwriter, and inventor, he’s been featured in Entrepreneur, Forbes, CBS, Fox News, Yahoo, and many other major media outlets. His TEDx has been viewed over 1 million times.

As a young man, he suffered from severe stuttering, depression, and self-injury. Today a transformed man, Kary ignites souls: speaking internationally on a variety of topics and consulting the world's top entrepreneurs and brands regarding publishing, protecting, and promoting intellectual property.

He has several earned degrees, including a Bachelor of Arts, Masters in Divinity, and Doctorate in Transformational Leadership. He also serves as the Berry Chair of Entrepreneurship at Cedarville University, where he teaches on the topics of Entrepreneurship and Digital Marketing. Kary enjoys cycling, especially in the French Alps. He lives in Ohio with his wife Kelly and three children: Keegan, Isabel, and Addison.

Reviews

[Maps R · Rating 5 out of 5]

Your idea is your property, but how do you protect it? Nowadays, everyone is a company, but we need to understand the importance of intellectual property (IP). Kary Oberbrunner and Katherine Rubino invite the reader to demystify the idea that IP is only for big names and large companies; they emphasize the importance of protecting ideas and innovations, no matter the size of the business.
What is most interesting about the book is that the authors have created 12 steps to identify, protect, and profit from your ideas. The book is for everyone, covering the topic broadly, including trademarks, patents, licenses, copyright, and more. It is a practical kit with real examples that makes the task of IP more accessible, understandable and will convince readers that it is possible to secure their unique creations.
If you want to understand that your ideas are valuable and should be protected, read this book to learn how intellectual property can be your ally in this journey.

[Desirée]

A Revolutionary 12- Step Guide for Growth

This is one of the most innovative and insightful books I have read so far. It doesn't just bring a lot of strategies for IP sustainability to the table; it also broadens the scope to include all types of companies, from novice entrepreneurs to large corporations. It provides key concepts with great clarity, and I found so fantastic the interaction it generates with the reader: from QR codes that lead to more data related to the chapter, to tables with examples that we can complete according to our needs and preferences. I also found the legal framework it provides the reader to be super innovative, underscoring the necessity of protecting our IP.

I highly recommend this easy, fast, and interactive read for all levels of entrepreneurship. This 12- step guide will undoubtedly provide great clarity and help for anyone looking to grow their business model.

[Reader · Rating 5 out of 5]

Kary Oberbrunner offers a powerful and practical tool for anyone who creates—whether that’s ideas, products, content, or businesses. In his book, he introduces the impactful concept of treating yourself or your business as an Intellectual Property (IP) company.

He states that "90 percent of the value of your company is intellectual property” (p. 14), offering readers a fresh perspective on how to protect and profit from their ideas. Through a 12-step framework, Kary equips readers with the tools to identify, systematize, and monetize their IP.

Personally, Step 3: Systematize stood out to me. Kary highlights the importance of producing your IP, protecting it, and only then promoting it—an order that gives your ideas a powerful competitive advantage. As someone entering the professional world as a finance major, I now understand how critical it is to protect my ideas in a world full of innovation and competition.

Kary breaks down the outdated perception that IP protection is difficult or only for big companies. With resources like Instant IP, protecting your ideas has never been easier.

This message isn’t just for me—it’s for anyone with ideas worth sharing. I highly recommend You Are an IP Company to entrepreneurs, creatives, business leaders, and innovators of all kinds. If you're serious about standing out, scaling your impact, and securing your ideas, this book is a must-read.

[Mariana · Rating 4 out of 5]

What a complete and informative book! I love readings that have as content real life stories that can make you feel related and open your mind to what you could do. In this case, it is a book focused on the subject of intellectual property, something that I have always thought is fundamental and also a way to catapult your business, since that which makes you unique is the most important thing. I love that it talks in a super easy way about what it is, how you can start using it in your business and also what kind of ideas should be evaluated to start this protection. A very interesting book, with a very enriching and necessary content.

[Kary · Rating 5 out of 5]

Why did Katherine Rubino and I write this book?

We want people to realize that their ideas are valuable and worth protecting. Katherine is a lawyer and she helps clients unlock the value buried inside their IP. I've been in the publishing industry for 20 years and I have a passion to help people publish, protect, and promote their IP.

We both love entrepreneurs because they create ideas that change the world. However, unless these ideas are protected, they won't feel confident to keep on inventing.

Over a decade ago, my IP was stolen. I know how unsettling it feels, and I never want others to experience what I did.

Often I meet people who convince me they don’t have any IP. Then, after about three or four questions or a two-minute visit to their website, they suddenly see themselves and their companies completely differently.

Ready for an identity upgrade? It's time to discover the 12-Step Plan to Increase Your Intellectual Property Influence, Impact, and Income.

[Ivan M · Rating 5 out of 5]

You Are an IP Company is a book destined for the entrepreneur, beginner or advanced, who has little knowledge regarding Intellectual Property, and who is missing the opportunity of exponential growth. The authors focus their efforts on explaining the importance of IP, sharing the stories of companies and celebrities, also providing guidance, and helping the reader to find that unique aspect in a company that could be exploited and turned into wealth.

Overall, it was an interesting read, it helped me understand several concepts about branding I had no idea about, a new and unexplored terrain. The book starts simple and gets more technical over the pages, making it suitable for beginner and experienced entrepreneurs.

[Lina Perea · Rating 5 out of 5]

Managing and protecting your intelectual property

In You Are an IP Company, you will find everything you need to know about intellectual property and how to protect it, giving another approach to this, allowing that creativity and innovative ideas, among others can be exploited and given more profits to the owner of these ideas.
It is a book written by two knowledgeable women, Kary Oberbrunner and Katherine Rubino, where they share their experiences and knowledge on the subject. With real examples such as the singer Taylor Swift and Play-Doh, they show how to exploit the IP that we all have and often do not know how to exploit.
It is a book that because of the way it is written, its comprehension is easy as well as the advice and guides that it gives, easy to develop.

[AMR CAMI · Rating 5 out of 5]

must read!

Useful, well developed, flawless, interesting, and more are the many words that I would use to describe this amazing book. The author did a wonderful job when writing this deep exploration into the leverage intellectual property as a source of growth, innovation, and more. I really loved how this book had a unique approach in how to transform a business, giving a strong approach to the strategic importance of intangible assets in today's economy.

One of the main things that made this book to really stand out was the writing style of the author, that made such complicated topics to be a lot easier to understand. Overall, I would recommend this book to anyone interested in encouraging their IP assets as central to long-term success.

[Camilo · Rating 5 out of 5]

Awesome Book!

Wow, simply amazing! This book is a complete success from the cover, through the subject matter and finally the narrative and the way it is written. All of the above makes it easy for the reader to engage with the book, the reader feels that they are reading a manual that addresses an increasingly relevant topic and even when people recognize its relevance, they forget to understand it and invest time in it. I loved the analogy with the "IP" because with the advancement of technologies and the analysis and tracking of our preferences make us more predictable. However, if we know how to use this to our advantage, we can get a great advantage. Very interesting book, highly recommended!

[CarlitasFox · Rating 4 out of 5]

A must-read
With “You're an IP Company”, readers will learn a new terminology and capacity that probably they didn´t know, it was my case. Kary Oberbrunner and Katherine Rubino have come up with a book with their own expertise, knowledge and let people understand the importance of fostering the IP in people. Along the pages, they include famous people’s lives who have understood this concept to make the most of their careers.
It’s an engaging and interesting book worth the while. Everything is well-explained and backed up with theory and examples that help readers understand the nitty-gritty of the whole read and apply in life. I've learned concepts that helped me understand how some people become what they are despite the obstacles. I thoroughly recommend it.

[Margarita Garcia · Rating 4 out of 5]

Interesting read about Intellectual Property.

Many people do not know anything about intellectual property or do not know the real importance it has in the creation or development of a company. ''You Are an IP Company'' is a compelling guide to building and protecting your intellectual property, and it offers a twelve-step plan to increase the influence and impact of your intellectual property. Through this book, you will discover how intellectual property protects your unique assets, products, and ideas by offering competitive advantages and legal protection for your company's innovation, brand identity, and creative works. This book provides an overview and the fundamental key you need to protect and ensure the long-term success and sustainable growth of your business.

[Aneley Sánchez · Rating 4 out of 5]

The value of intellectual property.

Your ideas are valuable and it is necessary to protect them. I think this short but powerful message is the key of the book and those who are able to understand it and apply it can significantly improve their influence, impact and revenue from their intellectual property. Kary Oberbrunner and Katherine Rubino, the authors of You Are an IP Company, offer all their knowledge and experience here.
I think it is totally interesting because it proposes a different path to see and analyze companies and business. Besides, the authors use real world-renowned examples to demonstrate their perspective. It may be easier to read than to put into practice, but I still think it is worth a try.

[Liz · Rating 5 out of 5]

Intellectual property (IP) relates to creations of the mind, such as inventions, literary and artistic works, and symbols, names and images used in commerce, but what happens when we want to register or patent something?
In this book, authors Oberbrunner and Rubino explain step by step everything readers should know about intellectual property and how to protect it.
In a very organized and detailed way, these authors explain the 12-step plan to increase the influence and impact of intellectual property, they also explain practical ways to monetize intellectual property to obtain real and better income.
I definitely recommend this book to all those who are interested in registering intellectual property.

[Gianfranco · Rating 5 out of 5]

This book is a gem

As a lawyer, I must say that few are aware that the future lies in the so-called intangibles. The book helps to give us a clarity of the importance of intellectual property, something that although in the United States is more developed than elsewhere, there is a long way to go.

It is a fantastic guide for entrepreneurs, it should in fact be a kind of bible, as it teaches them how to do things from the beginning and the way it is. The book helps to identify what can be protected, the importance of protecting it at the right time and of course, the benefits that protection can bring.

I loved the book.

[Carlos Perea · Rating 5 out of 5]

Outstanding

I loved this book from the very first moment. Just by looking at the cover, I knew it was going to be a great book and very easy to read. I enjoy books that present themselves as a guide because they help me organize my thoughts step by step and make the reading process much easier to understand.

This is one of those books you can open at any moment and on any page, and still find a valuable lesson or meaningful insight.

I recommend this book to anyone who wants to strengthen their life and take it to the next level, especially in their professional development. Great Book!

[L Becerra · Rating 5 out of 5]

Recommended!

I used to think that just big companies or entrepreneurs needed to protect their Intellectual Property. This book helped me realize the importance of protecting mine and any company’s as well, because that is the most valuable thing we have.
The authors, through this book, would teach you, by a 12 step guide, how to protect but also take the most advantage of your IP in terms of Influence, Impact and Income, taking your potential to another level.
I enjoyed reading this book and how the authors used real life examples of very relevant influences nowadays such as Taylor Swift and Disney to give the reader an idea of the importance of IP, and also explain the concepts they were exposing.
Very recommended book and worth reading.

[Chico's Mom · Rating 5 out of 5]

I am a visual learner, and the visuals for this book are on point, the author's goal is to help us readers identify ideas that will bring more revenue and leverage to their businesses. The real-world examples they have help us, the readers, visualize the tips in the book. The main thing I learned from this book is to ensure that your IP is protected before you make your ideas public so that if there are potential infringements, they will be nipped in the bud. Another is 47 practical approaches mentioned in this book to monetize your ideas. Trademarking your ideas is smart and efficient; you never know when the next big thing will come from your ideas. 

[Jeff · Rating 1 out of 5]

Misguided advice

If you have hardware this concept is rather useless and not worth reading and bummed I paid for it and spent my day reading it. The concept is you can time stamp an inventive idea using blockchain, but you still have to file an app with the USPTO, which you have to create first like you would have to for their blockchain concept, so just file it with the USPTO the same day. Note that filing doesn’t mean you are the first inventor; you still have to go through the patent application process and get your claims approved. This concept may (possibly) be good for literature, but you can always mail it to yourself which is now time stamped by the US post office (email it to yourself might also be as effective) and only have a court open it if necessary. I feel like the author is just trying to make a buck by peddling an inventive blockchain concept and then probably making money on a subscription you have to keep paying forever incase you need to prove your timestamp, although doesn’t add much value over traditional and cheaper in the long run methods. Just because it’s their invention, doesn’t mean it’s useful. Chat GPT how to protect your inventive ideas and decide the right approach. Note I never leave reviews but this one I unfortunately had to.

[Eric F · Rating 5 out of 5]

You Are an IP Company by Kary Oberbrunner and Katherine Rubino was a comprehensive guide that helped me and my business understand how to leverage intellectual property (IP) to our advantage. The book emphasizes that every individual and business, regardless of size or industry, is inherently an IP company. It encouraged me to view ideas, creations, and innovations as valuable assets that can be protected, monetized, and utilized to achieve substantial success.
As I was reading this book, it delved into various forms of IP and taught me how each type can be used to protect and monetize different aspects of a business or creative endeavor. I was highly entertained by the section on building an IP strategy, especially the 12-step plan for developing and implementing it in my own business. Another aspect that captivated my attention was the way the book explains how to protect IP.
Personally, after reading this amazing book, I can confidently say that I now understand how to unlock the full potential of intellectual property and achieve long-term success in the business world.

[Steven Finkelstein · Rating 5 out of 5]

If you are an entrepreneur, you might not necessarily think about it, but you are your own intellectual property. You are a brand, or you can be if you learn how to think like one. What that means is there are often ways you can potentially monetize if you know how to do it.

If you look at someone like Taylor Swift, who not only makes money through her music but also has hundreds of trademarks, you will start to see how to accomplish this. As someone who has started their own company, you are well on your way toward financial security, but there’s still so much more you can do that you are probably neglecting.

This book will explain how to take advantage of monetary opportunities you could be missing. It’s practical, written in simple terms, and engaging for individuals in any stage of their journey through the business world.

[T Williams · Rating 5 out of 5]

You Are an IP Company is a must-read for anyone looking to unlock the full potential of their ideas, creativity, and intellectual property. Kary Oberbrunner and Katherine Rubino,Esq. brilliantly demystifies the complex world of IP, showing readers how to leverage their unique skills and knowledge to create valuable assets and build a powerful brand.

With practical advice and inspiring examples, this book walks you through transforming your intellectual property into products, services, and even revenue streams.
The authors' insights are both actionable and motivational, making this book perfect for entrepreneurs, creators, and business owners alike.

This book is an invaluable resource for anyone who wants to think bigger and realize the value of their own IP.

[Carlos Romero · Rating 5 out of 5]

This is my new guide as an entrepreneur! Something that I have been learning about is how my intellectual property is one of the most important and valuable assets I have in my company. This book supports completely my argument and the idea I have about this to lead any company to growth and innovation. What I like about this book is how this 12-step plan has an amazing guide and framework to maximize the value of IP in your company. Beginning by understanding the value of IP and creating a strong strategy to leverage IP for business growth. Overall, this book shows a completely new perspective on this topic that will help any entrepreneur and business to acknowledge and use their IP as a competitive advantage.

[Yolanda Gomez · Rating 4 out of 5]

A reading on a topic that has interested me all my life, but I have not taken the time to investigate thoroughly. I have always had in mind that intellectual property is, without a doubt, one of the most important things in the industry, whatever industry you have your company in, and understanding more about the topic from a very experienced author is very valuable to me. In this book, in addition to reading completely inspiring stories, I managed to understand the topic in depth, how to find those ideas and processes that must be protected, as well as understand what the appropriate intellectual property protection strategy should be for your company or specific requirement, which for me gives it much more validity.

[Rocio · Rating 4 out of 5]

"You Are an IP Company" is a book that serves as a continual source of inspiration on intellectual property (IP). It has not only helped me understand the value of IP but also emphasizes the importance of protecting one’s ideas in a world where they can easily be taken advantage of. The authenticity with which the authors share their insights in real-time makes it a go-to resource that I highly recommend for anyone looking to dive deeper into the topic of IP.
This book presents itself not only as an informative tool but also as a practical guide that enables readers to take concrete action. What I liked most is the accessibility of its content, as it manages to simplify a topic that often feels complex.

[Marina Lujan · Rating 5 out of 5]

For someone like me, with no prior knowledge about intellectual property, this book was an ideal choice to start delving into the subject. From the first pages, the authors manage to explain in an accessible and clear way why intellectual property is essential, not only for large corporations but also for any entrepreneur who wants to see their business grow.

One of the things I enjoyed most was the way the book guides you to identify your company's unique potential, that "something" that could be protected and turned into a strategic asset. Concepts that were previously confusing to me are now much clearer, thanks to the way the authors break them down and explain them. It is very useful and educational work, and I definitely recommend it.

[Mayra Guayara · Rating 5 out of 5]

Inspiring.
This book offers a revealing look at the real driving force behind the world's most valuable brands: the strategic protection of their intellectual property. Through striking examples such as Taylor Swift, Play Doh, and Coca Cola, the authors show how success does not happen by accident, but thanks to a clear vision of the value of ideas. Most interestingly, the book demonstrates that any entrepreneur, regardless of size, can apply these same tactics. With simple explanations, practical strategies, and many real-world examples, it offers an accessible guide to identifying, protecting, and monetizing your IP.
Overall, it is a useful, straightforward, and inspiring read for those who want to take their business to the next level.

[Ivana S. · Rating 5 out of 5]

“You Are an IP Company” is a practical eye-opener for entrepreneurs, creatives, and business leaders who never thought of their ideas as powerful assets. Oberbrunner and Rubino deliver a sharp, no-fluff roadmap that shifts your mindset: your business is intellectual property. And if you don’t treat it like one, you’re probably leaving serious value on the table.
The examples are surprising and inspiring. Readers will appreciate how clearly the authors break down complex IP concepts, making them feel accessible and immediately actionable.
Whether you’re building a brand or already running one, this book helps you see your work through a new lens: as something worth protecting and monetizing. Bottom line? You’ll finish this book thinking, why didn’t I do this sooner?

[Pipe · Rating 5 out of 5]

I really liked reading You Are an IP Company by Oberbrunner. I did not know much about intellectual property before, but the book explains it in a clear and friendly way. The 12-step plan felt easy to follow, and it made me think about my own ideas and how I can protect them. I remember once helping a friend with a small business idea, and we did not think at all about IP. After reading this book, I realize how important it is.

What I enjoyed most is that the author gives practical examples and small exercises. It made me feel like I can really use this in my daily life. The book also inspired me to be more confident with my creative projects. It is helpful, motivating, and very easy to understand.

[Travis · Rating 5 out of 5]

This book clarifies the truth about how we are all unique brands. We have values, gifts, passions, and abilities that can help others and change the world. You Are an IP Company sheds light on the huge importance of protecting that brand—your Intellectual Property (something that is getting harder and harder in this digital age).
The steps and processes here show you how it doesn't take thousands of dollars and years of your time to protect the brand of YOU. It can be done very simply and very quickly. InstantIP will become the gold standard for how businesses and entrepreneurs protect all their Intellectual Property.

[S Tyty · Rating 5 out of 5]

We sometimes think that only successful entrepreneurs know how to handle Intellectual Property properly. That is not true, and the authors here teach us how we, whether beginners or not, can also thrive and move forth in business and enjoy growth.
Thanks to the real-life examples and experiences from other companies and from famous people, we get to understand how we can explore and exploit IP. All these examples inspire and allow us to think bigger. Not only Taylor Swift, as the authors say, can be her own IP, we can also be.
In a few words, this book is a valuable and resourceful guide for entrepreneurs of all levels.