Protect value by framing any consideration of the use of IP in
the context of a business's competitive advantages
In this article, we show how to protect value by framing any
consideration of the use of IP in the context of a business's
competitive advantages. We do this using ZOE as an example of a
well-known business, based on our own research from publicly
available resources only.*
Introduction to ZOE
ZOE personalises nutrition by aligning your food choices with
your unique biology. Unlike "one-size-fits-all" diets,
ZOE leverages at-home tests to understand how you process food.
Participants test their blood sugar, blood fat, and gut health
using a continuous glucose monitor, a stool sample kit, and a
finger prick blood test. They then log their diet for two weeks.
This data generates a personalised report that scores foods based
on their impact on your individual biology, helping you optimise
your gut and metabolic health. An accompanying app provides
