Though Helen will doubtless disagree, I would like to suggest that what is at issue is about more than manner of speech, phony familiarity and the like.
One way of looking at "The Value Proposition" – (though Mr. Locke might not put it this way) is: If a corporation understands no value other than its core capital, then it is at war with everything on earth that does not form part of or enhance the core.
As Hernani noted, the book calls for corporations to invest in, to underwrite, enterprises that in no direct or measurable way contribute to the enhancement of its capital. In a sense, instead of the usual ho-hum mode of “invest x to get return y,” the corporation is invited to take a flying leap of faith that its capital, plowed back into the loam of people, ideas, enthusiasms, issues, communities - in short, values other than those of the balance sheet – will turn, twist, explore, resurface, appear rather odd, wither in part, explode, propagate and, much like the nonlinear mode of "the story" that is explicitly a structuring theme of Gonzo Marketing, yield unexpected fruit. This would appear to represent a substantive change in current business practice for most corporate capitalists.