BUT IS IT REALLY WORTH THAT?

‘Value’ is a word we sprinkle like confetti.

“Great value.”“Value-add.” The sacred “Value exchange.”

But what does value actually mean?

Turns out, that’s a tricky one to answer.

Back in the day, economists measured value in elbow grease. 

Easy to make = cheap. Hard stuff = expensive. 

Later on they got fixed on utility. 

More useful = More valuable. Simple.

But none of that explains why we’ll drop three grand on a handbag or queue in the rain for the latest phone. 

Because value isn’t fixed. It’s flexible.

More often than not, it’s a feeling.

Less about us. All about them.

The problem it solves.

The feeling it gives.

The story we like to believe.

It’s tricksy — because it’s slippery.

And it lives in our customers’ heads.

But marketing makes money by creating this mysterious value. So the better we know our humans, the more value we can create.

That's what we reckon, what do you think?