Chapter 6

Generate Value

Value is at the center of everything. It has been at the basis of commerce since we first went beyond producing goods for our own use and began to use them for trade. Value is what we want, what compels us to pay or barter. Value is what drives all the activity tallied daily in the world's markets.

Value is not just money. Money is only one form of value. For example, there is the value of a brand. If you have ever stopped at a gas station while on the road and found yourself on your knees in front of the beverage refrigerator searching for a Coca-Cola or Pepsi among a plethora of no-name sodas, then you have experienced the value of a brand.

Investors spend money to make money. But people spend money on lots of other ...

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