As a cultural economist I view the economy as merely instrumental; we all strive to realize that what is important to us. That what is important is part of our culture; it constitutes the content of our lives and our society. In our days the instrumental perspective prevails. Firms strive for profits, and individuals for happiness. The question is what profit and happiness are good for. Might there be other things that are more important? Content is especially important in the world of the arts, but also in the academic world and in religion. But I also distinguish the search for content, for purpose in the business world. Politics is about content, too. Only when it gets translated into policy, its substance often makes way for the instrumental part. This shows in the predilection for quantification, for evidence that comes in numbers.