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Pickle Theory – Proof and Perceived Value

March 23, 2006 /

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As marketing people we have often emphasized the power of proof. As venture capitalists, one of our jobs is assessing the value of companies that do not have a public market (and hopefully also maximizing that "value" in the final return to our investors). Interestingly it seems these two don’t always mesh. What do I mean?

A collegue of mine who runs a start up (and who is in the business of maximizing the perceived value of his company) pointed out what he called the Pickle Theory of Value. It goes like this.

Full Theory: http://marketingplaybook.com/2006/03/22/pickle_theory_proof_and_perceived_value.html

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