Subjective aspects of innovation economy: how valuables create innovations and make them work

Person's individual choice is under the influence of many factors within the current society. One of the most important ones is social context, including person's valuables dominating in the social environment at the moment. The social environmentof the aforementioned valuables affects entrepreneurs and investors as well. The article attempts to explain dialectically how existing valuables affect the environment and how can environment be changed under the influence of new valuables.