Communicating Value

In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages. … [They] are happy to pay an additional 15 to 20 percent … for the story … about animal ethics. This is what we call classic Dream Society logic. Both kinds of eggs are similar in quality, but consumers prefer eggs with the better story. … After we debated the issue and stockpiled 50 other examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain. In a century where society is marked by science and rationalism … the stories and values … return to the scene.

Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

Source: Tom Peters in Change This

I must ask: Are the eggs really similar in quality?