Despite not understanding how Silicon Valley works, hundreds of corporations have started Silicon Valley innovation labs because they know that digitization is rapidly changing everything, and their corporate cultures are too siloed, insular, slow to accept, slow to use, and slow to commercialize the innovation they desperately need to survive.

Managing culture, embracing metrics and pursuing evolving technologies are among the top priorities talent leaders should focus on in the New Year.

Goodwill on the balance sheet isn’t good enough. Until a better, more transparent accounting, or fair value method replaces goodwill, intangible assets will remain impossible to manage and unaccountable to shareholders. Not providing transparency will have consequences such as significant write-downs ($15 billion write-down for the acquisition of Kraft) of brands and restatements of financial reports.

Alex Goryachev, Cisco System’s Director, Innovation Strategy and Programs, shares the most common mistakes he has seen at companies working to build a culture of innovation. The key concept tying together Goryachev’s observations: the need to focus on the people innovating, not the “innovations” themselves. Goryachev will be speaking at The Conference Board Innovation Master Class this December in Palo Alto.

At the upcoming Innovation Master Class, taking place in Palo Alto December 6-7, 2018, Maureen Rinkunas, Innovation Systems Designer, Specialty Products Division at DowDuPont will be speaking on Thinking Like a Startup – Lessons from Accelerating 100+ Companies. She will be sharing insights gained from having coached over a hundred companies at a startup accelerator, and from bringing that startup thinking to DowDupont.

Trust is an important, but often neglected, intangible asset of the corporation. Trust is a value enhancer for corporate value, and conversely, a lack of trust can destroy market value in an instant.

We need a new conceptual model that incorporates the idea that intangible assets directly connect to business strategy. That way, they can financially impact both revenue growth and shareholder value. After all, a company develops its brand to improve its bottom line because consumers prefer to purchase from companies they know and favor. The same holds true for investors who buy the stock of companies they know and trust.

It is time to rethink brand write downs and for all managers to see their real value. Building intangible capital models for evaluating the accretive value and potential of brands is a logical way to understand whether the investment requested for marketing is worthwhile.

Culture of innovation is a powerful driving force for corporations. The bigger picture, however, is that when the culture of innovation is measured consistently with other descriptive attributes, the results can reliably predict the cash flow multiple. The clear implications are that managers who need to justify and provide accountability for their budgets have a new tool to measure, value, and manage return on investment for intangible assets.

Goodwill on the balance sheet isn’t good enough. Until a better, more transparent accounting, or fair value method replaces goodwill, intangible assets will remain impossible to manage and unaccountable to shareholders. Not providing transparency will have consequences such as significant write-downs ($15 billion write-down for the acquisition of Kraft) of brands and restatements of financial reports.