The main reason why creative people fail is that they are very good with creating value in a product or service, but lack the know-how and asset to capture value (mostly via sales).
What are Assets?
That’s things are put in place for capture value. A good example will be a government policy that allows for a particular product to be essential for purchase – e.g. ‘1 laptop computer, 1 child’ educational policy. Such a policy will allow an intel to sell more computers, even though the value creation is production of microprocessors for computers.
Other forms of asset include capital – whether cash or human, strategic partnerships and collaborations.