Jonathan Knowles has a background in Finance, Business Strategy, Brand Strategy and Brand Valuation. His articles have appeared in Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal, Marketing Management, Professional Investor and Intellectual Asset Management.

Vulcans and Earthlings

There are two dominant world views in business. The first is logic and reason world view of the Vulcan and Homo Economicus that defines value solely in terms of function and price. The second is the Earthling world view that considers a wider range of factors to be relevant to how humans perceive value.