Value

In these cases, value comes from the fact that these businesses...

• Know what I need (sometimes better than I do): for instance, customized good advice and help with my taxes; the right pair of trail shoes for my feet
• Do the product or service right: for instance, cool touchscreen, intuitive interface, well-roasted beans
• Stand out from other, similar options: for instance, looks good compared to the clunkier cell phone, the unfriendly coffee shop, the sleazy accountant

In my consumer brain, these businesses are doing the right thing, and they are doing it well. Businesses can practice these values and have enough money to pay their bills. I'm happy to pay them because the product or service is worth it.