the most successful (and profitable) products in history were not large feats of engineering or advances in physical leverage
they were products that changed human behaviour, habits, emotions and connections
pure utility such as the airplane industry, motor industry, rail industry had profits competed to zero, despite creating massive utility for society
companies such as coca cola, apple, and nike however continue to generate huge profits despite selling commodity products because they capture our imagination, inspire us, and create valuable experiences
this form of value is termed "intangible value" as it does not exist in physical atoms and infrastructure, but rather in synapses and neural connections
inspiration and belief in a brand and story is the king of the modern economy, and today makes up the majority of all value that exists in the world
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