The Source of Value

Minding What Others Think Comes from Leaving the Measure Outside

The Price of an Intangible Product Attaches Not to the Thing but to Who Is Saying It

Social Common Sense Is Maintained by Everyone’s Conjecture Though Nobody Endorses It

Making a Concept Begins Not from Analysis but from Your Own Criteria of Judgement

How to Build a Worldview Emerges from Deciding What You Will Not Handle

Being Unable to Decide Is Not Personality but the Consequence of a Structure in Which Judgement Has Been Handed Over

The More You Analyse Competitors, the More Your Position Is Fixed in Their Coordinate System

Begin Pricing from Cost and the Ceiling of the Price Is Decided by Your Own Costs

Stepping Down from Price Competition — Taking Back Who Settles the Unit of Comparison