As margins from traditional business models are eroding, new engines for profitability have emerged. Airbnb is a great example of this. If you don’t know what Airbnb is, it is an online marketplace and hospitality service that allows people to lease or rent short-term lodging all around the world. The best part- they own no lodgings. The company was recently valued at billions more than the world’s largest hotel chain. Robert Landon with Oracle credits intangible assets such as branding, customer relationships, intellectual property and human capital. While this is an extreme example, it shows why CFOs are under so much pressure to invest in the value of their intangible assets.