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Licensing Strategies to Survive and Thrive in a Down Economy
Watch the full session with Rand Brenner. As you do, think about the IP your business already has — and how many of these 14 strategies apply directly to your current situation.
Every major economic disruption creates winners. The businesses that come out ahead use IP and licensing to adapt while others stand still.
IP Resilience & Survival Rates
Why IP is a resilient asset in downturns, how it reduces the impact of economic crises, and the data showing businesses with IP have higher survival rates than those without.
IP Audits & Hidden Asset Discovery
How an IP audit reveals hidden value most businesses don't know they have — and how identifying those assets directly increases enterprise value and licensing opportunities.
Business Model Shifts Through Licensing
How to pivot from a direct-to-market model to a licensing model — and how to convert your product into a service using licensing structures that generate recurring revenue.
New Revenue Opportunities in Down Markets
How to identify and capture licensing revenue that emerges during economic disruptions — including markets and partners that weren't accessible before.
IP Linking, Pooling & Platform Strategies
How to link related IP into bundled structures, pool your assets with others to create bigger deals, and turn your IP into a technology platform others license and build upon.
Recession-Proofing & IP-Backed Funding
Licensing structures that provide revenue stability in any economic environment — and how to use IP and licensing to fund your business as a non-dilutive capital strategy.
📝 As You Watch — Questions to Consider
Take inventory before you watch: patents, trade secrets, processes, software, brands, know-how, and business systems. Most businesses have more licensable IP than they realize — and most of it sits idle during the downturns when it would be most valuable.
Think about your revenue concentration risk. Licensing is one of the fastest ways to diversify your income without adding operational cost — and a down economy is exactly when that diversification matters most.
Consider whether your product's real value is in its physical form — or in the IP, process, or brand behind it. Licensing the latter often generates more revenue at lower cost and risk than selling the former.
Think about businesses that serve customers you don't, in geographies you can't reach, or with distribution you don't have. They may be your best licensing partners — and the economic pressure they feel may make them more receptive than ever.
This workshop was absolutely amazing and eye opening. I'm in the process of creating an IP for my startup company and would love to use your services once we are operating. Definitely a lot to digest, but great content. Thank you for your insight — I look forward to using your services in the future.
Rand Brenner
Rand Brenner has structured and executed licensing programs across entertainment, consumer products, medical technology, and regulated industries — operating as both licensee and licensor throughout his career. He developed licensing programs for Mighty Morphin Power Rangers and Batman, and is the author of Hidden Wealth: The Money Making Power of Licensing (2019). His work has appeared in the Licensing Journal and Intellectual Property Magazine.