value

Value ain’t something things have on their own—it’s about how we see it. It comes from the meaning we give stuff, not just the thing itself.

Think about business class flights. The plane’s going to the same place whether you’re in the fancy seats or squeezed in the back. Both get there at the same time, but one ticket costs way more just because it feels exclusive. Sure, you get a bit more space and better food, but what you’re really buying is that feeling—like you’re important, special, maybe even a bit fancy. Business class sells a story of privilege, and people are happy to pay for it.

Diamonds are just rocks made of carbon, but thanks to clever ads (DeBeers im looking at you…), they now stand for love and forever. No marketing, no sparkle, right?

Same with avocados. They used to be just a weird fruit. Then came some rebranding and now they’re trendy, showing up on every brunch table. Before that? Not so popular.

Here’s the thing: value is all in what we believe. Economy or business class, tap water or bottled, plain carbon or diamonds—it’s the story we buy into. And in business, that story is everything.