Wine is a vivid reminder that we're not not just creating value, we're creating perceived value. There are countless products that earn higher margins (and loy

Wine is a vivid reminder that we're not not just creating value, we're creating perceived value. There are countless products that earn higher margins (and loyalty) because customers like the story, the design or some other aspect of the product or service that doesn't really help the customer. But these things matter. At the end of the day, we're not perfectly rational robots. We're people.