In the 20th century, value = financial capital. Financial capital alone is a finite game that creates an extractive economy.
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In the 21st century, value  = cultural capital + financial capital. Cultural capital is an infinite game that creates a generative economy. (And where there’s cultural capital, financial capital tends to follow). 
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Outdoor Cats create cultural value for businesses. 
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Our aim: create the most cultural value for the world by co-creating generative businesses that are playing an infinite game, not a finite game.

“There are at least two kinds of games. One could be called finite; the other infinite. A finite game is played for the purpose of winning, an infinite game for the purpose of continuing the play.”

-James Carse