What does 'Value' mean when Eben Pagan says it?

[charlie cho]

Is value core values? Eben Pagan says if you want to make money, you should not care about money, but value. I watched one marketing video from Steve Jobs and he said marketing is all about values, not what technology or great product Apple has. So I thought maybe Value means, core values? 

What the hell does value mean? 

Let's say the core value for Apple would have been "people with passion will make great products." Nike would be "Honoring great athletes" A famous church like Joel Olsteen's church would be "Doing the highest service for God" or whatever his values are. 

So it seems people are not attracted to superficial values, like great technology, great screen displays, fast computers, courses that make you money fast. It seems that you have to sell not what is materialistic, but what is emotional, isn't it so? Is that what Eben Pagan is trying to say? 

Please help me.