Take for example iPhone. It's a box that says "Made in China. Designed in California." The technology behind it is a mere commodity; the entire value of the product is about the design, the brand. That brand generates fantastic profits thanks to the creativity of the company Apple and the emotional bond it creates between itself and its customers. Of course, for this you need a team of people who communicate and thanks to their creativity creates around a community of enthusiasts. Damien I. O'Brien, head of the multinational company Egon Zehnder International, which specializes in the search for top managers.
