Sent by Jonathan Stark on September 21st, 2019
If Alice tells a joke that makes Bob apoplectic with rage but makes Carol double over with laughter, is the joke funny or not?
Don’t try to answer that… it’s a trick question.
A joke can’t be funny in the objective sense because funniness isn’t a characteristic of a joke… it’s something that exists (or doesn’t) in the mind of the listener.
In other words, different people will give different funniness ratings to the same joke. In this example, Alice’s joke was funny to Carol and it was not funny to Bob.
Here’s the thing…
Value is EXACTLY like funniness. It’s not a characteristic of your product or service, it’s something that exists (or doesn’t) in the mind of the buyer.