Episode 72 of The Value Creators Podcast examines how businesses can bridge the gap between economics and commerce. Hunter Hastings is joined by Duncan Berry, PhD, to discuss how semiotics, psychology, and neurology reveal the hidden processes that drive consumer behavior.
Berry argues that decisions often happen in just 2.5 seconds, long before conscious reasoning. Signals, symbols, and design play a central role in guiding those choices. For entrepreneurs and executives, this episode highlights why value is not engineered in supply chains but discovered in customers’ perceptions—and how firms can design for resonance, meaning, and emotional impact.