It's knowledge that cannot be taught in a classroom. It is intuitive, creative, and often acquired by pursuing a passion. It's your unique combination of talents and experiences. For example, knowing how to create viral content or having an innate sense of product design. You can't be trained for it, but you can build it.

It's the ability to amplify your efforts without asking anyone's permission. The two most powerful forms are Code (creating software or an app) and Media (creating a podcast, a newsletter, videos). Once created, they can work for you and reach thousands of people at a marginal cost close to zero, unlike capital (you need money) or labor (you need to hire).

All the great returns in life, whether in wealth, relationships, or knowledge, come from compound interest. In business, that means building a reputation for integrity and trust over years. Short-term games (scamming a partner, prioritizing a quick win) destroy that reputation. In a long-term game, honesty isn't a matter of morals, but of pure strategy.