ABSTRACT
The search for a new state of being is one of the primary motivators of the economic system, and the reason we originate ideas, which become products or services. In our ideal experiences, both the having and the being mode are satisfied, and we consider ourselves to be in a relationship with the thing. Language is a human ability that allows us to communicate with one another, complex concepts or simple ideas. The language of ideas is not a science. In the context of value creation, the language of ideas is something felt, something that has to be experienced. It is something that uses somebody's imagination because one cannot access the concept of beauty without imagination. Concepts are forcing us to imagine ideas about creating new benefits in people's lives, benefits that balance the having and being mode to a new degree of satisfaction.
