Common standards in asset management identify both tangible and intangible assets; they also declare that both are critical to the long term success of the organisation. Although, there has been substantial work in the definition and management of tangible assets there has been less, accomplished, with intangible assets. The objective of this research is therefore, to develop a management model explaining how the intangible asset capacity to ‘learn’ and ‘unlearn’ or reframe is a critical and essential element in the process of overall organisational asset management. As a result, by applying a systematic and structured learning and unlearning process, organisations will ultimately, be able to realise a better utilisation of both their physical and non-physical assets. Therefore, if management understands and embraces learning and unlearning, and then encourages honest and reflective appreciation of the need to reframe or forget prior recipes of success, organisations will be able to realise more effective change outcomes and innovation. Consequentially for organisations, this research will be able to demonstrate how to achieve an enhanced overall asset utilisation and, most importantly, provide a focus on the means of valuing intangible assets.