It's not your products, it's not your logo, or even your intellectual property. It's not making sure you're productive. We grind in our business worrying if we're doing enough. Are we ticking things off our lists, balancing our books, learning enough. Are we positioning ourselves enough and saying the right things? It's not learning, positioning, productivity, products. (Although they are insanely important.) The number one asset in business, is what my 4 year old likes to call adults, "Humans.