People value their own work over the work of others.
People have a strange way of placing value. A person will spend $80 for a meal that is soon gone but will be unwilling to pay fair market value for a $30 tool they will use for many years.
Investors value their money over the hard work and knowledge of the people whose company they have invested in.
When you are a business the trick is finding a niche in which potential customers will place value in your service or product. The next trick is getting the potential customer to buy the product or service from your business. This can be accomplished by adding additional value through exceptional customer service.
Business broken down is nothing more than the customer placing value on your product or service.
You hire an employee because they will bring something of value to your company treat them as being valuable.