Lesson 06 of 6
Own the Asset, Don’t Just Rent It
Licensing a valuable asset can prove its worth safely — but capturing its full value, and creative control over it, often requires the financial courage to own it outright instead.
See it in action
Entertainment & Media · 7 min read
Marvel Entertainment
From Chapter 11 bankruptcy to the highest-grossing film franchise in history, financed on a $525 million bet against its own characters.
Technology · 7 min read
Adobe
How Adobe risked its entire customer base to kill the boxed software it built its empire on.
Technology · 7 min read
Microsoft
How a “lost decade” under Steve Ballmer gave way to a cloud-first culture that made Microsoft a $3 trillion company.
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