Sibling Rivals is the forthcoming book by Jonathan Knowles and Rich Ettenson, two of the principals of Type 2 Consulting.

The central thesis of the book is that Marketing and Finance are both branches of Economics—the study of how human choice behavior affects the allocation of goods and services. Marketing focuses on the human choice behavior dimension of Economics; Finance focuses on resource allocation dimension.

The book explores how both the marketing concept of value (benefit over price) and the finance concept of value (revenue over economic cost) are both important—but notes that the key challenge in business is to optimize the relationship between customer benefit (the forte of marketing) and economic cost (the forte of finance), rather than maximize the performance of either in isolation.

If you would be interested in learning more about the book and contributing to the discussion, please send an email to: