To join the big noise is new approach in business and entrepreneurship. To explain it by the law of absurd. A controverse that when the economy goes down, more effort is put into achieving profits and people are abandoned --- naturally, the balance is endangered and the intangible values, assets and ways are getting to the top of the interest. New approach is that if you want ANY profit you change your approach to PEOPLE first. And you have to change it dramatically. In reality. Simply, words are not enough any more.