Nietzche once said, "The entire cognitive apparatus is an apparatus for abstraction and simplification—designed not for knowledge but for gaining control of things". In order to build a strong and sustainable business model in the present day economy, companies need to start asking themselves do they really have "control of things" when it comes to delivering value to their customers. I recall reading a recent article on VentureBeat that mentioned that there are 2,371 apps produced per day. Now if that statistic holds true, then that means 865,415 new apps are introduced into the market every 12 months. Now here is the billion dollar question, how many of these apps actually has a real value to customers?