Today, you can hardly go a day or a week without hearing somebody spout on about information being the new oil. While that certainly represents that they have an appreciation for information's value, it sort of demonstrates that they really don't understand and fully appreciate information's unique characteristics compared to oil. The unique economics of information offer another set of reasons why information is ripe for monetization. Information has certain characteristics not found in other kinds of assets that make it able to generate value in new and interesting ways. For example, information is highly reusable. Information is liquid in a variety of contexts. Information is not considered a capital asset, for good and bad, and when bartered, information isn't taxed typically. Information is also easily replicable, it's easily transferred or transmitted, and information has other kinds of exponential benefits that we're going to discuss. Order a pizza, then eat it. Unless maybe you've had too much beer with it or the sausage was undercooked, you'll never see it again. If you want another pizza, you have to order or make another one. Not so with information. When you consume information, it doesn't disappear. In fact, it remains completely unaltered. It's what economists would call a non-depletable asset. Of course, certain purpose-built mechanisms such as those in messaging apps like Snapchat, delete information by design after a period of time. And business systems can be designed to move, or archive, or delete data based on some rules or heuristics. But generally, when viewed or searched, or otherwise processed, as is its nature, information remains perfectly intact. Similar to other kinds of intangibles, particularly patents, this makes information especially reusable or re-monetizable. Why license or barter with or analyze information just one way, or just one time when it's practically begging to be deployed over and over and over, and simultaneously, by multiple individuals and processes. Economists call this kind of asset non-rivalrous. True, most information generated or collected by your business is confidential, proprietary, and specially structured for your business and your business applications, your employees, and perhaps your customers and select business partners. As it should be. But increasingly, much information has a certain degree of liquidity. While not as liquid as cash, and probably never will be, certain information from individuals, preferences, and demographics to Internet of Things or IoT sensors, or operational data, has viable market value, or at least holds value for some organizations somewhere. A student studying statistics and economics once put it succinctly to me. He said, "Information is more versatile because it's more contextual." Meaning, it can be applied in a variety of contexts. With money you can buy things. With information you can directly attain insights, relationships, performance, and things. Finally, whenever and wherever we use information, we're likely in a position to capture more information about how it was used and what the results or impact was. In this way, information is a regenerative asset. For example, when an auto manufacturer uses information to alter the processing of one of its riveting robots, it can collect information on the results of that tuning. What are the performance or quality effects on that rivet? When a retailer uses sales and market forecast data to order inventory, it can then track the accuracy of these forecasts and fine-tune them with that derivative information going for them.