I think particularly there's a lot of merit in the suggestion "to distribute intellectual property free in order to sell services and relationships". But how to

I think particularly there's a lot of merit in the suggestion "to distribute intellectual property free in order to sell services and relationships". But how to manage that profitably remains the tough question. I've heard that music artists increasingly make more money from concerts etc than through their music, which is so readily copied / stolen. My business is very mindful of the value of our intellectual property (business frameworks to aid growth), but ultimately my clients pay mostly for their relationship with me / my team. Would giving away IP help attract more clients, or would it create competitors who would then undercut my relationships by competing on price?