The Six New Rules of Business

CHAPTER ONE

Rethinking Risk

RULE #1Reputation, Trust, and Other Intangibles Drive Business Value

To create a fairer economy, one where prosperity is more broadly shared and is therefore more sustainable, we need to reinvigorate a serious discussion about the nature and origin of value.—MARIANA MAZZUCATO, THE VALUE OF EVERYTHING

ON A WARM SEPTEMBER AFTERNOON under a brilliant blue sky, a group of finance scholars were fighting to hear one another over the sound of the Roaring Fork River where it winds through the campus of Aspen Institute in Colorado. It was 2010. The meltdown in the financial markets—from the failures of Bear Stearns and Lehman Brothers to the bailout of major banks—was still reverberating on Wall Street, but especially on Main ...