two ways to influence human behavior: you can manipulate it or you can inspire it. - Simon Sinek

Men wanted for Hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honour and recognition in case of success." The

But again, value is a perception, not a calculation, which is the reason companies make such a big deal about investing in their brand.

Our strength will come not from the sharpness of our spears, but from our willingness to offer others the protection of our shields.