There’s a lot of assumptions around the intersection of brand value and brand quality. That is, if a company does a great job supporting its people, the quality of the brand establishes the value of the brand. But it isn’t always so cut-and-dried. Take SpaceX, a company known for its horrible work-life balance and overly-aggressive management, two thinks engineers say they hate. And yet, SpaceX is the top company engineers want to work for. How can you leverage the disconnect between quality and value?

Building your EVP? While there’s no right way to go about it, if you are doing it quickly, simply and without any doubts, I promise that you’re doing it wrong. So how do you make better decisions in that kind of situation? Combine data with doubt.