Money is just a way to express value.

Throughout my career, it took me quite some time to notice the subtle difference between creating value and capturing value.

I believe the goal of a business is creating value.

Creating value to the company itself — in the form of money and providing a living for those that work for it — and value to others in the form of products or services.

What I mean is money is just another way to express value.

Many times, value can be created but not captured in the form of money. And that’s ok, not everything we do needs to be transactional and oriented by dollar signs.

I believe marketing has a lot to do with this. Marketing is about delivering value relentlessly, generating goodwill between people, and building relations along the way.

Money comes for those that are into delivering value.