Grant McCracken on “Dark Value”
...ark Value: How To Find Hidden Value In the Digital Economy. First, because Grant McCracken. Second, in it, Grant explores (at least based on the little I’ve read) the conundrum that contemporary culture creates value, but it’s not something that’s easily measured. And certainly not by the majority of marketers who are understandably focused on ROI and other rubber-meets-the-road issues. Of course, I get it: It’s hard out here for a marketer. For y...