Value in Use at its essense is about a customer “freaking out” about the experience of whatever it is they are using or buying from you. So, people just get really excited about a really great Dunford donut. It just tastes good. Its Value in Use is exquisite. There is a sensibility around Value in Use when you buy a pair of really nice Nikes. Those kinds of things that have the sense that “Oh wow, I want to have that. I want to use it!” It’s “How do I use it?”, “How does it make me feel when I use it?”, “How do others around me feel when I use that service?”

Google has a nice Value in Use because it gets me information really fast. The part of Google that I use the most is scholar.google.com and it really has added a great deal of effectiveness and efficiency to me in terms of my research and my writing. And I’m able to really go and get ahold of the information in the world and see how it comes together. That’s Value in Use.

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