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Attorney Elizabeth Weinstein discusses the importance of identifying and protecting the intellectual property (IP) assets of any business. She emphasizes that every business has some form of IP, whether or not it is recognized as creative works or inventions. Key IP protections include trademark law, copyright law, trade secret law, and patents. She advises conducting an audit of your business to uncover these assets, allowing for strategic and intentional protection, which ultimately enhances the value of the business. Protecting these assets is essential to safeguard one's investment and prevent competitors from replicating and taking away clients or customers.