There is an excellent, deeply researched, Austrian economics-founded theory of customer value: the value learning cycle, which we explored thoroughly in Episode #178. How do entrepreneurs and executives apply that theory to create customers, delight them, and grow strong brands and businesses? That’s the subject of the second part of Mark Packard’s business handbook for value creation, Entrepreneurial Valuation: An Entrepreneur’s Guide To Getting Into The Minds Of Customers. Show notes: https://mises.org/library/mark-packard-how-entrepreneurs-create-value "Contextual In-depth Interview Technique" (PDF): https://Mises.org/E4B_179_PDF "Interpretive Value Learning" (PPT): https://Mises.org/E4B_179_PPT Entrepreneurial Valuation: An Entrepreneur’s Guide To Getting Into The Minds Of Customers by Mark Packard: https://Mises.org/E4B_179_Book