“How are we to formulate a dilemma? First: describe the dilemma by using the words: ‘On the one hand… / and on the other hand…’ Second: describe positive elements of both sides of the dilemma (e.g. individual versus group; objective versus subjective; logic versus creativity; analytical versus intuitive; formal versus informal; rules versus exceptions; and so on). In general, most managers and people are afraid of dilemmas, which are more difficult to solve than problems with a clear ‘yes’ or ‘no’ response. Dilemmas necessarily entail a respect and valuation of both sides of the issue and demand more creative and innovative solutions. This in turn requires a closer awareness of and attention to the values underlying different business models and the contexts in which they are used.”