If only 10% of companies measure what matters, what is it? What hides behind 90% of the quantitative value? Is it possible that the elusive, sometimes impossible and yet the most potent drivers of every activity are simply our emotions?

Emotional Value Drivers play a pivotal role in human behaviour, and yet, they escape the aspiration to tame them by assigning a numeric value and make them less elusive. Is it possible, I wonder, to better connect emption and price. This exploration that starts in a drawing class.