Since the beginning of this decade research has been conducted in order to define a feasible and reliable path to measure the intangible assets of a company, also called its intellectual capital. Several models have been defined, though problems still remain to be solved. In this article a heuristic frame addressing the link between intellectual capital and business strategy is developed, according to the author’s proposed intangible corporate asset taxonomy. This model is then applied to a company within the magnesium industry. The “time‐lag trap” issue is presented showing the misconceptions arising from the static rather than the dynamic intangible asset valuing approach. Future trends such as the creation of the IC elasticity concept and some conclusions in this realm are also presented.