One obvious source of high value is developing and marketing new products. Sometimes that means discarding old products. An example was Bula in Durango, Colorado before it was taken over by Wilson Sporting Goods. Bula rose to first in the world in ski accessories. At one Olympics, two teams wore Bula accessories. In fact, the company feared coverage in a magazine or a TV appearance that pushed sales beyond its available cash. So, a group routinely met to throw out products, leaving it with higher value goods with the Bula name on it.