While to a great extent information takes place on the rational level, knowledge and values (in other words, those intangibles) would be hardly conceivable without emotions. In contradistinction to information, skills and knowledge, you can't take tangible or intangible values to market. Market players can't negotiate their "value" like they were a commodity or service, nor do these values have a merchantable price. They cannot be bought or sold.

Nevertheless, values constitute information and knowledge and provide the underpinnings for value judgements that they also stimulate. Just like knowledge, values create value and set processes of transformation and transfer into motion that have hardly been researched in detail. Values create meaning and stake out significance. They live from information and communication. That means that a clear and transparent system of values has to be established and the organisational conditions of the environment have to be drastically changed if knowledge is supposed to develop without constraints.

This basic postulate states that knowledge and values should not only have an impact on one another; they are constitutive elements one and the same metacategory. Knowledge calls for responsibility because knowledge creates power. But not only that. Knowledge always obliges the possessor to disseminate already existing knowledge as well as generating new knowledge.