ABSTRACT
This chapter argues that real value goes well beyond the more common conception of value bandied about by the general business community. The real value of a business lies at least as much in its emotional value and in its contribution to improving the quality of people’s lives as in its financial metrics. Judgments about real value will always be made by human beings – and human beings make judgments with their brains. Neuroscience tells that human brains make judgments not solely in their prefrontal cortex, the brain region which is associated with rational decision-making, but also in the limbic system. There are such exceptional enterprises that have already begun to dig deeper, having planted seeds and nourished trees that create real value. Employees get more than just a “job” and a pay check from enterprises that focus on the creation of real value. The chapter also presents an overview of the key concepts discussed in this book.
