Don’t Just Improve Operations – Build Enterprise Value! | The Disruptors #6

Show: The Disruptors Episode: 06

Publish Date: 07 July 2025

If your systems run on someone else’s software, they’re not really yours.

In Episode 6 of The Disruptors, Ritesh Shah and Julian Wallis explore how manufacturers and wholesalers can start treating their processes — not just their tech tools and systems — as assets. When you build your own systems, you’re not just improving operations. You’re building real intellectual property that adds enterprise value.

The conversation flips the script on what most business owners assume: Buying software doesn’t make your business more valuable. Owning your operating system does.

Timestamps

The Mindset Shift
00:00:45 – Most businesses implement tools. Few build systems.
Why your unique processes — not just your tools — are the foundation of enterprise value.

What Actually Counts as IP
00:01:40 – You can’t just slap a brand on software and call it IP
The difference between owning a process and leasing a product.

Open Source, Plugins, and AI
00:03:28 – If you use third-party tech, can it still be IP?
How you configure and control systems matters more than where they came from.

The Hidden Risk of Off-the-Shelf Tools
00:06:49 – Efficiency without ownership creates no long-term value
Why relying on SaaS platforms could be costing you more than you think.

Every Business Is Now a Tech Business
00:09:37 – Whether you like it or not, tech is your edge
Even in manufacturing, owning your own tech stack is becoming non-negotiable.

When Integrations Are (and Aren’t) Assets
00:11:46 – Not all custom work creates IP
Why building tech in silos often fails to create lasting value.

Don’t Let Your Vendor Own Your Future
00:13:24 – You paid for it — but do you own it?
Why your Master Services Agreement might be handing away your IP.

How to Start Thinking Like a Systems Owner
00:15:53 – Stop looking for tools. Start defining your platform.
Where to begin when turning your business processes into proprietary systems.

From Tech Stack to Strategic IP
00:21:06 – Why branding, integration, and control are everything
The difference between rented efficiency and ownable enterprise value.

This episode is for every business leader still stuck in “off-the-shelf” mode — and ready to start building IP that actually belongs to them.

Key Takeaways from this Episode

• Buying tools makes you efficient — building systems makes you valuable.
• Your internal processes, when systemised and owned, are powerful IP.
• Off-the-shelf platforms rarely translate into enterprise value.
• The way you integrate, brand and structure your systems determines their worth.
• IP isn’t about code — it’s about control, ownership, and execution.

Transcript

Ritesh Shah, CTO at Intuji (00:00:01:05 – 00:00:38:02)
Welcome to The Disruptors. The show for manufacturers, wholesalers, and industrial businesses building their EdgeFactor® through digital transformation that actually delivers. Every week, we unpack real stories, strategies, and lessons using PSV Thinking®, a practical framework focused on one thing: driving Profits, enabling Scale, and building long-term Enterprise Value. I’m Ritesh Shah, CTO at Intuji and your host. We’re here to challenge how you think about tech, operations, and what’s possible in your business.

Ritesh Shah, CTO at Intuji (00:00:38:04 – 00:00:45:04)
Let’s get into it.

Ritesh Shah, CTO at Intuji (00:00:45:06 – 00:01:12:15)
Imagine, I am not CTO today, but a director of operations at a manufacturing company. We have been doing some digital stuffs here and there, made things faster here and there as well. But I’m not sure it is, what it exactly works. So, and today I am with someone who knows this world inside out, Julian Wallis. Hey, Julian.

Ritesh Shah, CTO at Intuji (00:01:12:15 – 00:01:14:13)
Welcome back.

Julian Wallis, CEO at Intuji (00:01:14:15 – 00:01:18:03)
Very good, mate. Good. Good to be here.

Ritesh Shah, CTO at Intuji (00:01:18:05 – 00:01:40:07)
Thanks, mate. So, Julian, we as a company, spend six months building a better quoting process and tool. It works well. Our sales team like it, but that’s all, is it all right? Or is it just a better tool? Or what is it like? What’s the worth of it?

Julian Wallis, CEO at Intuji (00:01:40:12 – 00:01:57:14)
Depends on what you saying. If it’s delivering value from an operational perspective, obviously it’s great. There’s a kind of two ways we need to look at it, which is firstly, like any tool or any, any kind of tech, any digital transformation that we undertake. Obviously it needs to work and it needs to actually get results in kind of encouraging profitability, enabling scale, building enterprise value.

Julian Wallis, CEO at Intuji (00:01:57:14 – 00:02:14:20)
That’s kind of the key things. Last one is building enterprise value. And that is, okay, we might have increased profitability and enabled scale, but have we branded this? Have we turned it into a systemised digitised process and a branded, yeah, a branded application or something like that there that becomes an asset of the business, really. That’s the key point to that part of it.

Ritesh Shah, CTO at Intuji (00:02:15:02 – 00:02:21:18)
When you say an asset, is it the property of the company, like an intellectual property, or what is that like?

Julian Wallis, CEO at Intuji (00:02:21:19 – 00:02:39:12)
Yeah, I guess a lot of people, I feel overlook this in regards to when they’re doing digital transformation or like building tech or systems internally, but they will build a great process, or they might even have some thought process behind it, an algorithm or just, how they do something a certain way, but they haven’t actually turned it into an asset.

Julian Wallis, CEO at Intuji (00:02:39:12 – 00:02:56:00)
So your intellectual property, right. SoI guess it’s about refining that and packaging it up. For example, like you might have a customer portal and it’s not branded. Right. It’s just a website. Then what is it? It’s just a website. It’s a website like everyone else, if you brand it, you turn it into a hub or you turn into a portal.

Julian Wallis, CEO at Intuji (00:02:56:01 – 00:03:12:08)
Like, give it its own brand and treat it like such and obviously needs to actually do stuff. It needs to work, it needs to be great. But that’s an asset. That’s the intellectual property of the business. It could be, as you started off with, like an internal quoting tool. You know, it could be that there, where you built a, for your industry.

Julian Wallis, CEO at Intuji (00:03:12:08 – 00:03:28:00)
You might have built something very specifically, an architect’s portal, it could be a quoting tool, whatever. You can release the tool and it’s just a tool. But there’s a lot less enterprise value there. If you turn it into a brandable asset and it’s part of your intellectual property as a business, that’s, that’s really powerful.

Ritesh Shah, CTO at Intuji (00:03:28:04 – 00:03:50:18)
Okay. One of question, one of my dilemma here is, we, my software development vendor are working together, building this tool for six months now and then one thing, it’s confusing for me is that, we’re not building it from scratch, actually, they use this PHP and some open source stuff and plugins. We, I bought some, a lot of plugins as well to support that.

Ritesh Shah, CTO at Intuji (00:03:50:18 – 00:03:58:17)
Do that still count as a IP for me, intellectual property for me? Because I’ve been using various tools to build it, actually.

Julian Wallis, CEO at Intuji (00:03:58:21 – 00:04:17:06)
You know, it’s an interesting question, and I’m certainly no lawyer, so I don’t take this as legal advice, to anyone that’s listening. But it’s like, we’re starting to get now into like the legal side of it, which is a bit more difficult, to, to actually discuss. But yes, I guess rather than focusing on the plugins or open source platforms, you don’t, just as a broad statement.

Julian Wallis, CEO at Intuji (00:04:17:06 – 00:04:36:20)
No, you don’t own the intellectual property of, of that. You won’t, that’s owned by someone else. It’s a third-party thing, so you won’t own that intellectual property. Broadly speaking, how you arrange those things is your intellectual property, right? That’s how you arrange them, how you use those different tools, etcetera. And there’s always a blend of, is it worth building our own custom plugin?

Julian Wallis, CEO at Intuji (00:04:36:22 – 00:04:52:12)
When we’re talking about plugins we’re getting very detailed here, but or do we kind of build our own technology where we own the intellectual property? I’m not so against using third-party libraries or third party plugins, within reason, if that makes sense. When they can be swapped out for something else if they need to be right. So you’re not entirely reliant on that.

Julian Wallis, CEO at Intuji (00:04:52:12 – 00:05:12:09)
That means that the intellectual property, eg. the platform or whatever you’ve built isn’t reliant on one third party or something like that there. You can, you can switch that out to something else, and you still have the intellectual property, you still have the asset. What is more of a concern is commercial off the shelf systems or SaaS products, for example, that, like a warranty portal. There’s a lot of SaaS products out there that have a warranty portal.

Julian Wallis, CEO at Intuji (00:05:12:11 – 00:05:31:11)
But that’s no intellectual property for you as a brand, right? Because you’re using someone else’s entire product to manage your warranty, which great, that might work, and it might work for your business, but you have no intellectual property. There’s nothing that adds value to your business in regards to, except for being efficient and that kind of thing. It might help with that, increasing profitability, increasing EBITDA.

Julian Wallis, CEO at Intuji (00:05:31:13 – 00:05:50:14)
But you don’t own any other intellectual property, so it’s like no value to the business. Now, would I recommend going out and building your own warranty portal just on its own? Probably not. If it brought up a broader set of technology or was part of your overall, what we call the operating system, or your nucleus, which is essentially, the entire backbone of your business.

Julian Wallis, CEO at Intuji (00:05:50:16 – 00:06:09:11)
For example, let’s say you had an underlying technology, for us it’s IntujiOS, right? But maybe another business it would be something else that runs your dealer portal, your distributor portal, it runs your internal quoting tools, that kind of thing. And then on top of that, you essentially add this warranty portal. Then that would be part of your intellectual property.

Julian Wallis, CEO at Intuji (00:06:09:11 – 00:06:24:00)
So I guess there’s two parts to this. You talked about the plugins and the open-source frameworks. That’s one area, but more what I would be concerned about is like the commercial off-the-shelf stuff, because that, you can go and implement that in your business as a full solution, but you don’t own any of it.

Ritesh Shah, CTO at Intuji (00:06:24:04 – 00:06:49:18)
Makes sense. My brain actually works with analogy, so while you were speaking, I got an analogy like, it’s a recipe, the vegetable cook. Like if you add your own spices, you add your own vegetables and cook something new. That is your thing, your property, your intellectual property kind of thing. And then like, with software also I think that is the way to go.

Ritesh Shah, CTO at Intuji (00:06:49:18 – 00:07:14:00)
Like, with regarding to the intellectual property. Again, like there’s another confusion as well. Even the idea around building this tools and everything. I have been using AI a lot, so I’m quite confused sometimes with this thing, this situation. Do I actually own the idea and the property everything or AI owns it because I use this AI to build it from scratch actually?

Ritesh Shah, CTO at Intuji (00:07:14:00 – 00:07:21:07)
From everything from start zero, I just use AI, so do I even own it or what is it?

Julian Wallis, CEO at Intuji (00:07:21:12 – 00:07:38:06)
I think it’s a big, that’s again, it’s you’re asking a legal question. I’m not, I’m not a lawyer, if that makes sense. You know, can’t answer it legally. It’s not legal advice. But the main point of it is, is that with my stuff with AI, like we’re not using, and I know this for a fact, even for ourselves internally here at Intuji, we’re not using AI to complete entire projects.

Julian Wallis, CEO at Intuji (00:07:38:06 – 00:07:57:04)
It’s nowhere near that level. All right. So what we’re using AI all for is to help us, you know, refine things or, you know, ideate and stuff like that. There, which for us, meaning, like we still own that intellectual property because in my opinion, obviously we’ve got, like we’ve had the idea, we’ve discussed it, we’ve used AI as someone to, you know, we’re paying them, if that makes sense.

Julian Wallis, CEO at Intuji (00:07:57:04 – 00:08:11:15)
But yeah, it’s, it’s a gray area. If you use AI to build the entire thing, then yes, I would say, I don’t know. We haven’t come across that scenario ourselves. Right. If that makes sense. And if that happens in the future then I’m not sure about that. Right. Like legally, it’s a gray area of where that’s going to be.

Julian Wallis, CEO at Intuji (00:08:11:15 – 00:08:23:01)
When we talk about building your EdgeFactor® and that kind of thing is a business, with like the projects that we’re working on, I don’t see AI doing the entire thing for, anywhere in the near future.

Ritesh Shah, CTO at Intuji (00:08:23:03 – 00:08:28:16)
We do calculations with calculator, but calculator doesn’t own it, I guess.

Julian Wallis, CEO at Intuji (00:08:28:16 – 00:08:44:01)
Yeah, I see what you’re saying. It’s a legal gray area and has been for a long time regarding the, the AI stuff. As in, we’re not sure you know what that’s going to be. Who’s going to own it, if you’re paying them, if you’re not paying them, that introduce stuff, like if you’re paying for a subscription, or then you’re paying them already, if you know what I mean.

Julian Wallis, CEO at Intuji (00:08:44:01 – 00:09:00:14)
So it’s kind of like, it’s going to be almost impossible to, to manage because, a thousand people could have access to the same thing, a million, 100 million people, whatever, could have access to the same AI tool or whatever you’re using. So essentially, like it’s, that is, anyone can use it if that makes any sense. So that’s where it is.

Julian Wallis, CEO at Intuji (00:09:00:14 – 00:09:15:22)
And that’s twofold, meaning like, the AI couldn’t necessarily claim it. Also, if you’re purely relying on AI, then you’re going to just be creating what everyone else is creating. It’s that simple. So there’s no intellectual property in that anyway, because everyone else is just creating what you’re creating. It’s, there’s two parts to that.

Ritesh Shah, CTO at Intuji (00:09:15:23 – 00:09:37:00)
Okay, I get it now, actually. The other thing I want to discuss today is like, we are into manufacturing for ages now, we are not actually a software development company. Do we even care about the software digital tools that we build and then market as an IP for us? What do, is it a value for us?

Ritesh Shah, CTO at Intuji (00:09:37:01 – 00:09:38:18)
And if it’s a value, how is it?

Julian Wallis, CEO at Intuji (00:09:38:23 – 00:09:59:10)
Yeah, I think to me, every company is a technology company these days. It’s the fact, that the ones that are winning, you know, they operate, they might be manufacturers or industrial businesses, but they, they can only do what they can do the way they do it because of technology, that to me is a winning business. And that means that they are a technology business.

Julian Wallis, CEO at Intuji (00:09:59:10 – 00:10:15:13)
It looks different for every kind of business, of how it actually works, but I think it creates incredible value. Like, when we’re talking about enterprise value and intellectual property, they kind of go hand in hand, like when we talk about intellectual property and assets, that really the main point of that is the value of the business, the enterprise value of the business.

Julian Wallis, CEO at Intuji (00:10:15:13 – 00:10:37:19)
If someone comes into a business that’s led by technology, that is the business is incredibly well systemised, it’s incredibly well digitised, and it’s scalable. And on top of that, all of those systems are owned by that company, there’s intellectual property there, they’ve branded it, that is an incredibly powerful business, right, versus a business where they might be still successful, but they are running on manual processes.

Julian Wallis, CEO at Intuji (00:10:37:19 – 00:11:09:00)
So much knowledge is in people’s heads. It’s not systemised. It’s not digitised. They might be still a good business, but tell me which one you want to buy. I want to buy the one that’s got technology that I can just pump more advertising, more marketing, or a few more people. But we can scale the business infinitely. Well, at least, you know, theoretically, infinitely, because the technology, the systems, the digitisation is doing the heavy lifting, not the individuals right, no one wants to buy something that is individual heavy, meaning like, human resource heavy, people management heavy.

Julian Wallis, CEO at Intuji (00:11:09:02 – 00:11:18:17)
No one wants to do that. And that’s the point about this intellectual property. If you’ve got systems, eg. for us IntujiOS, that enables us to do what other people can’t because of that system. That’s powerful.

Ritesh Shah, CTO at Intuji (00:11:18:20 – 00:11:46:06)
Okay. Makes sense now. I have another question as well. Last year, actually, we built a custom integration. We were working on NetSuite. E-commerce has the order data, but the NetSuite didn’t know about it, so we as a manufacturing built a e-commerce custom integration tool between e-commerce and NetSuite, that is our ERP. So that custom module or integration, whatever we call it, is it an IP?

Julian Wallis, CEO at Intuji (00:11:46:12 – 00:12:01:10)
Yes, I would say that’s, that’s intellectual property. If it’s been, a custom integration has been built between NetSuite and the e-commerce thing and yes, that, that would be part of your intellectual property. Now, you could argue that that’s not a lot of intellectual property because it’s just an integration. Right? Like it’s not, it’s not really like, this is the point.

Julian Wallis, CEO at Intuji (00:12:01:10 – 00:12:20:20)
If you look at things in silos where like, if you’re just looking, you, just your integration, then on its own it doesn’t really mean much. Right? But if it’s part of a massive ecosystem, that integration powers other tools like quoting or the B2B portal, or the customer portal or the warranty portal, all of these things, and suddenly, yes, it is part of that IP.

Julian Wallis, CEO at Intuji (00:12:20:20 – 00:12:40:12)
I think it’s a, or it’s a bit confusing, or a bit not a necessarily a great thing to just focus on the specific integration. Right. Because it’s like, well, that integration on its own is not IP, okay. As in the integration itself is like well,l it’s not IP right on its own, but it’s part of the bigger ecosystem. It’s like well, it depends on what it’s enabling and what it’s not enabling.

Julian Wallis, CEO at Intuji (00:12:40:12 – 00:12:59:02)
Like people aren’t going to put an integration between their e-commerce website and NetSuite on their balance sheet as an asset. How’s that any different from someone else that’s got an integration? Its not, it’s no different. But if it enables you, if it’s part of your EdgeFactor®, if it’s part of the whole broader ecosystem, then yes, it becomes part of that intellectual property.

Ritesh Shah, CTO at Intuji (00:12:59:03 – 00:13:24:09)
One of the friend’s company actually was, had a situation like this as well. They built a tool like, that was in their operating system, with a software vendor, development vendor. It took years to build them, and they paid for it. Now they wanted to, make it their IP as their asset, register that asset. But the software development company owned it actually, rather than they, who actually invested.

Ritesh Shah, CTO at Intuji (00:13:24:09 – 00:13:29:03)
What do you have to say about it? Next shift software development company owning the IP.

Julian Wallis, CEO at Intuji (00:13:29:08 – 00:13:54:13)
Yeah, people. We’ve heard it as well with clients and all the people that get stuck in this situation. We’ve had some large clients that have had significantly large investments, that have had this very specific situation as well. But it’s like, it’s very difficult, like it’s on a case-by-case basis. In general, my advice is, you should own your IP. If you’re going to have the EdgeFactor® and you’re going to create, you know, it’s going to be a valuable asset for the business.

Julian Wallis, CEO at Intuji (00:13:54:13 – 00:14:18:00)
You have to own your IP. That’s how we operate. Anything that we create specifically for clients, our master services agreement typically, unless in exceptional circumstances or cases, but in general, it states that anything that we do for clients specifically, is their intellectual property. Rights, so they own it. If it’s not, then obviously, they aren’t creating any enterprise value. They’re not creating an intellectual property asset.

Julian Wallis, CEO at Intuji (00:14:18:00 – 00:14:33:08)
Right? What they’re doing is just, it might be helping the business, but they aren’t building an asset. So generally I don’t advise like, you should own the IP of it. Right. Unless there’s a very specific agreement in certain scenarios. But in general, the main thing should be, yeah, you own the IP and that’s how we operate.

Ritesh Shah, CTO at Intuji (00:14:33:14 – 00:14:51:18)
Okay. Now it gives me an idea actually. As a business, we have been building a lot of tools like this for ages now. If we don’t know that we could own the IP, we might be even sitting in a goldmine of digital transformation, digital tool, like that could be our asset. And then the company’s value, should the rocket actually.

Julian Wallis, CEO at Intuji (00:14:51:21 – 00:15:14:11)
You could, there are businesses that are definitely sitting on some great tools and some great ideas even, but they’re just, where most of it gets let down is the execution of it. That’s, that’s honestly the main thing. How you deliver that technology and experience at scale is your EdgeFactor® and is your, is your asset. If it lives in silos, the core idea might be there, whatever else if it.

Julian Wallis, CEO at Intuji (00:15:14:11 – 00:15:18:23)
But if it’s not executed properly, it’s, it’s not really going to become an incredibly good asset.

Ritesh Shah, CTO at Intuji (00:15:18:23 – 00:15:33:11)
So yeah, anyone who’s building a digital tool, a digital asset, they need to be thinking, they have PSV Thinking® in mind. If they have that, the value is there. If the value is there, IP’s there I guess.

Julian Wallis, CEO at Intuji (00:15:33:13 – 00:15:36:02)
Well if the IP is there, the value will be there. That’s the main point.

Ritesh Shah, CTO at Intuji (00:15:36:02 – 00:15:53:06)
Makes sense. So me as a company, if I ever have to start building up a new tool, where do I start? Like, how do I think about the IP, asset, building value and everything? How do I start with this?

Julian Wallis, CEO at Intuji (00:15:53:08 – 00:16:11:21)
Yeah well, the foundational part of it is you need to build something that’s actually of value, like meaning, like you need to build something that genuinely solves a problem or problems, or delivers on an opportunity, or enables a business in an industry to scale like it never has. Or you’ve got to, its like anything, you’ve got to have value to create value.

Julian Wallis, CEO at Intuji (00:16:11:21 – 00:16:29:22)
Like, at the end of the day, you can’t just do a brand about, and build some portal and say it’s got a brand, so it’s got a value. If it, if it’s a piece of crap, if it doesn’t work, probably doesn’t create value. It’s not worth anything. So the ultimate thing is that you create something that no one else has done.

Julian Wallis, CEO at Intuji (00:16:30:00 – 00:16:55:13)
You can create something that is, incredibly valuable. Competitors don’t have, the industry doesn’t have, etc. and that’s, that’s the main thing. Then the final, that’s the 80%. We’ve actually got to create something genuinely innovative that solves problems or, or takes hold of opportunities. The 20% is, now we need to execute it, in regards to the branding part of it and the packaging part of it.

Julian Wallis, CEO at Intuji (00:16:55:13 – 00:17:20:08)
Right. Which is, we need a brand it, right? It needs to be incredibly well designed. It needs to be incredibly easy to use, all of these kind of things. It needs to be deeply connected with the business. Right. We shouldn’t have eight different places you go to get eight different experiences or eight different tools or eight different things for the business, you got warranty for over here, you’ve got your B2B assets over here, you’ve got this and that and everything else in all different places.

Ritesh Shah, CTO at Intuji (00:17:42:02 – 00:18:07:13)
The custom integration, there is, you mentioned that it might not be an intellectual property like the customer integration as an integration between ERP and, the ecommerce. Sometimes you’re saying that if, it’s creating value for me, actually, why isn’t that integration IP for me? Because like, yeah, I didn’t have to, I reduce the manual tasks that my operation team had to do.

Ritesh Shah, CTO at Intuji (00:18:07:15 – 00:18:08:16)
It’s scalable.

Julian Wallis, CEO at Intuji (00:18:08:21 – 00:18:28:01)
It is. Don’t get me wrong. As in, it’s like, it’s IP but like it’s not something to to sing from the hilltops about. Right? Like as in most businesses of any scale have some level of integration, right? Some have better than others. That’s the point. But it’s pretty par for the course. Like if you don’t have integration, what are you doing?

Julian Wallis, CEO at Intuji (00:18:28:01 – 00:18:43:07)
So how valuable is it really? My point, the way I look at it is, I look at it as the bare minimum, like a basics, like if if I ever looked at a business and they said, oh well yeah, we’ve got an integration with net, custom built integration between netsuite and our website so we, you know, we’ve got good intellectual property.

Julian Wallis, CEO at Intuji (00:18:43:07 – 00:19:00:02)
I’d just say, no, you don’t. It’s just an integration. If it’s part, if they come to me and say we’ve built IntujiOS, right. And it has all of these facets in it, it’s systemised all of these processes from X to X. This is what it enables us to do. This is how we can do it. It integrates with this this, this, this and this.

Julian Wallis, CEO at Intuji (00:19:00:02 – 00:19:21:06)
Yeah, now we’re talking. Yeah that’s intellectual property. You just have an integration between one system and another, well, so does everyone else. It’s not worth anything. Yes, don’t get me wrong like, it’s worth something. But like we’re talking about building proper intellectual property assets here, right? Something that is worth millions, tens of millions, hundreds of millions in some cases.

Julian Wallis, CEO at Intuji (00:19:21:06 – 00:19:39:07)
Data, how we structure the data, all of these things. That’s why it’s not, there’s no single answer to this, as to, it looks different for every different business. But this is the point. You’ve got to package it up. Again, it comes back to how digitally enabled are you as a business, how systemised are you as a business, and is that in one system, well in as minimal systems as possible.

Julian Wallis, CEO at Intuji (00:19:39:07 – 00:19:40:06)
And is it branded?

Ritesh Shah, CTO at Intuji (00:19:40:08 – 00:19:51:10)
In your master service agreement, you mentioned about the IP and all that kind of thing. Can you elaborate more about it? What is it like? And, because I’ve seen some contracts, but it’s quite confusing for me.

Julian Wallis, CEO at Intuji (00:19:51:10 – 00:20:16:23)
Basically, in simple terms, it’s again, it’s dependent on different vendors, it’s depending on different scenarios. But for us, we basically, in general, the majority of cases, where assigning anything that we create for clients, is owned by the clients, once we’ve been paid. Right. So they own that intellectual property. Without getting too technical, there’s obviously things that we own in regards to our intellectual property that we use on projects and things that we retain ownership of.

Julian Wallis, CEO at Intuji (00:20:17:01 – 00:20:35:22)
But in general, the 80/20 rule, where clients own the, the work that we create for them, and that’s for us now, every other situation is different. But the main thing is that we want to help clients create their EdgeFactor®, we want to help them create this asset. And so, if in order to create that asset, they actually have to own it.

Ritesh Shah, CTO at Intuji (00:20:36:02 – 00:20:47:01)
Lastly, what do you have to say to a company like me? Where you need to build the IP right now, but how do you start? And two points, like how do you start and then how do I maintain it? If I have to?

Julian Wallis, CEO at Intuji (00:20:47:03 – 00:21:06:15)
Come back to earlier what I said, like, you don’t create IP with something that’s not valuable. Eg. just the integration thing that we discussed. Like, you have to create something that’s of value and it’s actually helpful, actually solves problems. It’s actually innovative. An innovation that’s not practical is not innovation. Right. It’s got to be something that creates value, that’s how you get, you create value, give someone else value.

Julian Wallis, CEO at Intuji (00:21:06:15 – 00:21:25:01)

That’s how you create an IP asset, or that, that’s actually of value. I wouldn’t necessarily try and go out there and start by talking about how do we create IP, which yeah, it’s it’s not a bad question, but it’s more like how do we systemise and digitise the business in a repeatable, scalable way. Then how do we package that up and brand it?

Julian Wallis, CEO at Intuji (00:21:25:02 – 00:21:26:09)
That’s our IP.

Ritesh Shah, CTO at Intuji (00:21:26:11 – 00:21:36:02)
Okay. Now it makes sense. So, we basically build a tool, product that creates a value. IP is a byproduct of that.

Julian Wallis, CEO at Intuji (00:21:36:04 – 00:21:46:20)
100%. Well how do you create value without a product that creates value? You can design a logo or call it whatever you want. If it’s a piece of crap and it doesn’t do anything, or your system, what, like it’s not valuable?

Ritesh Shah, CTO at Intuji (00:21:47:00 – 00:21:50:03)
Do we regard IP, a logo as an IP or not?

Julian Wallis, CEO at Intuji (00:21:50:03 – 00:22:11:05)
Like that’s a branding discussion, right? That’s not to do with digital transformation necessarily. But yes, as in like, a brand is intellectual property. Yes. Now, it’s not necessarily in our wheelhouse, but when we’re creating customer portals or public-facing technology or technology that may not even be entirely public-facing, but is part of our DNA as a brand?

Julian Wallis, CEO at Intuji (00:22:11:10 – 00:22:29:22)
It should be branded, right? Because that’s how you, there’s a big difference between someone, I’ve said this before, but coming to us and saying, wow IntujiOS is incredible, versus saying, oh, you’ve got some good software, no, it’s IntujiOS, right? Like, there’s a big difference between that. All it is, is a represent, it’s a visual representation.

Julian Wallis, CEO at Intuji (00:22:30:00 – 00:22:33:02)
It’s a brand of what you’ve done with your digital transformation.

Ritesh Shah, CTO at Intuji (00:22:33:05 – 00:22:47:17)
Thanks, Julian. I think I’ll wrap it up here with this, episode. It was a good conversation, catching up with you again. And then next week we will discuss further more on new topic for sure. Thanks Julian for your time.

Julian Wallis, CEO at Intuji (00:22:47:18 – 00:22:49:07)
Thanks mate. Thank you. Appreciate it.

Ritesh Shah, CTO at Intuji (00:22:49:10 – 00:23:18:03)
That’s a wrap on this episode of The Disruptors. If you are serious about unlocking your EdgeFactor®, the thing that sets your business apart and helps it grow sustainably. Don’t forget to follow, share and leave a quick review. We will be back next week with more real-world insights and no fluff conversations on how to rethink your systems, modernise operations, and build value that lasts.

Ritesh Shah, CTO at Intuji (00:23:18:05 – 00:23:22:09)
Until then, stay safe, stay focused, and keep disrupting!