Shield Your Spark: A Book Review of You Are an IP Company

by Ethan Wo, VPG Litigation Assistant

When Ashley asked me to review You Are an IP Company by Kary Oberbrunner and Katherine Rubino, I was both excited and a bit apprehensive. As someone relatively new to the Intellectual Property (IP) space, I wasn’t sure if I’d fully grasp the book’s concepts.

However, I was pleasantly surprised. Oberbrunner and Rubino explain complex ideas in simple, digestible ways. The book is divided into three parts, Story, Steps and Start. In the Story section, the book emphasizes the importance of IP and how to protect it. As an example, Oberbrunner shares how his own IP was stolen, and he’s determined to help others avoid the same fate.

The Steps section of the book presents real-world examples of businesses that successfully leveraged their IP. A compelling real-world example in the book is the contrast between CrossFit and Orangetheory. Both brands carved out unique specializations within the fitness industry. CrossFit operates through an affiliate model. In contrast, Orangetheory follows a franchise model.

Businesses can differentiate themselves in the market by finding their niche, but companies need to recognize as crucial is brand protection; companies should send “frequent cease and desist letters to those infringing upon its trademark” (p. 104).

Without strict enforcement of trademark rules, brands risk falling victim to genericide. Both CrossFit and Orangetheory have clear guidelines for their affiliates and franchisees to prevent this from happening. The author’s example illustrates how uniqueness, specialization, and diligent brand protection are essential for long-term success.

The book also prompts you with charts to exercise the thought process that the authors promote.

Each real-world example has its own chart to assist in your understanding.

For instance, the chart to the left helps with identifying and using your IP, while others assist in optimizing and systematizing IP. Not only does the book tell the reader about IP, it also guides them through the necessary exercises to be successful.

As you progress through the book, it becomes clear that You Are an IP Company also serves as a promotion for Oberbrunner’s product, InstantIP. However, this does not detract from the core message—the importance of protecting your IP. As Oberbrunner states in the Start section, “You don’t protect your IP because you’re big, you become big by protecting IP” (p. 209). The real-world examples, actionable insights, and practical charts remain valuable resources for all readers.

Coming from a family of business pioneers—one of whom works in marketing—I now see their ventures through a new lens. You Are an IP Company encouraged me to ask them about their experiences, deepening my understanding of how they built and protected their own intellectual property. Looking back, my parents always advised me to protect my personal brand, especially during moments of social media virality. At the time, I didn’t fully grasp the significance. But after reading this book, I now recognize the value of safeguarding my ideas and viewing opportunities through the lens of IP protection. Moving forward, I feel empowered to take ownership of my personal “IP company”.

References

• Oberbrunner, Kary, and Katherine Rubino. You Are an IP Company. 31 Aug. 2024.

• NFT here