In Economics For Entrepreneurs (Mises.org/EntrePod), we will attempt to bring you some usable tools that represent a way to apply economic principles to your business to help you to greater success. Economists talk about individuals embracing values as a guidepost to the right behavior and the right choices. An example of such a value might be Family Security. An individual who holds this value in high esteem will make certain choices about their career, for example, perhaps emphasizing stability over frequent change. Another individual who prefers an exciting life might make the choice of more change, excited by the possibilities it brings. How can entrepreneurs diagnose and understand these idiosyncratic choices and take cognizance and advantage of them in business? This week we talk with Trini Amador, who is an entrepreneur who advises some of the biggest corporations in the world on these mysteries, and has built a highly successful values-based brand of his own. Show Notes: https://mises.org/library/trini-amador-values-basis-business-building-and-brand-building https://mises-media.s3.amazonaws.com/Rokeach-Values.pdf https://mises-media.s3.amazonaws.com/The%20Use%20Of%20Terminal%20And%20Instrumental%20Values%20In%20Understanding%20Consumer%20Motivations.pdf Economics For Entrepreneurs is also available on... iTunes: https://itunes.apple.com/us/podcast/economics-for-entrepreneurs/id1453233518?mt=2 Google Play: https://play.google.com/music/m/Iz2umketq6fu5npyjpb57b7z2cq?t=Economics_For_Entrepreneurs Stitcher: https://www.stitcher.com/podcast/mises-institute/economics-for-entrepreneurs?refid=stpr Soundcloud: https://soundcloud.com/misesmedia/sets/economics-for-entrepreneurs and via RSS: https://mises.org/itunes/735