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Value is imagination!
Sati asked Shiva to show her his house. Shiva did not have any. "What protects you from the heat in summer?" she inquired. Shiva took her down to the valley full of Deodar trees. "What protects you from the rain?" she asked. Shiva took her into a cave. "What protects you from the cold in winter?" Shiva took her to the snowy peak of Mount Kailasa. "Where do you keep fire?" Shiva took her to a crematorium where there was always a funeral pyre burning. Sati declared Shiva to be Bhola, the simpleton, a guileless pure soul; she fell in love. Sati's father, Daksha, declared Shiva to be uncouth, uncivilised, a destroyer of all things respected in culture. Shiva found Sati's need for a house incredible, an imagined unnecessary need. He found Daksha's opposition to him bizarre: in nature nothing is excluded; everything has its place. Value is imagination. When an animal is hungry, it values food. When an animal is frightened, it values shelter. It is this notion of value that enables in maximising revenue. Value transforms a commodity into a brand and allows for the charging of a premium. People do not buy products or services or ideas; they buy value. Value mitigates imagined fears, satisfies the predator and comforts the prey that lurks in every human being.