My company ambitiously set a vision statement for 2010!

Create Value for Customers, Challenge the Future!

I can fully presume the meaning of the statement.

However, I got a bit confused of the word "value".

I think the two below would be preferred to the one above.

Create the value for customers, Challenge the Future!


Create the values for customers, Challenge the Future!

From the far above statement, if I rephrase it, I would say,

Create a value for many customers, and challenge the future.

By the same token, I think the meaning of the statement would be

my company can create diverse customer values for different

types of customers, not one value for all.

Thus, I would suggest the values instead of just "value".

Your invaluable comments and inputs are highly appreciated.

Thank you,

Hi Chris,

You are misinterpreting "value."

In this sense, it's a noncount noun.

Give the customer something that improves the customer's worth, that makes it easier for the customer to do something, that saves the customer time or money.

If you create value for the customer, the customer will come to you again and again.
Dear Grammar Geek,

Thanks for your quick reply.

In the Merriam-Webster online dictionary, there is an example sentence of the word "value"

Please refer to the following one:

Value - 7. something (as a principle or quality) intrinsically valuable or desirable

example: Sought material values instead of human values<W. H. Jones>

I presume the buzz word "value" in the management context may be a

countable noun when it comes to a principle or quality as mentioned above.

What do you think?

Thank you ,

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Yes, that definition is countable - core values, human values. It refers to principles, though, and is not the "value" of your new corporate slogan. (My real problem with your slogan is that it uses a comma to join these two imperatives together - that's a comma splice and incorrect.)

PS - Glad you registered - welcome to English Forums!
Dear Grammar Geek,

Given that it is a non-countable noun,

how about adding "the" in front of the first "value" -


Create the value for customers, Challenge the future!

What do you think?

No, you generally don't put articles before non-countable nouns unless you are qualifying them in some way.

Water is essential
The water in this lake is very cold. (Which water? The water in this lake.)

We all aim for happiness in our lives.
She enjoyed the happiness that comes from knowing you have helped someone else. (What type of happiness?)

He felt pain in his knee.
He felt an excruciating pain in his knee.
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Thanks for your kind explanation.

Are there any good online reference websites for using articles?

Thank you.

I'm sure there are, and I will ask someone who actually has experience teaching this to take a look at this thread for some suggestions.

In my experience on this forum for a few years, articles are extremely hard for native speakers of many of the Asian languages, even those with advanced English skills. I've written previously that sometimes I, as a native speaker, struggle with whether to include an article in a particular sentence. So don't feel bad that this topic isn't obvious to you right away.