"We can train ourselves to alter the self-organizing patterning systems by learning how to coerce our minds into taking alternative routes."

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?