To put a value on the digital world by only tallying the money that changes hands is a little like trying to place a value on sex by simply measuring the amount spent on prostitution

We increased perceptions of value without changing the price.

Value of Process Over Result

• Rory Sutherland argues that the value in advertising often lies in the initial questions asked during the process, such as redefining the problem.


• He suggests that businesses are too quick to jump to execution.


• For consumers, slow AI has value because people refine their preferences in the act of searching, for example,