About Book
Before we understand the modern marketplace, we must return to the very beginning - where light itself was given form and order.
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"Then God made two great lights: the greater light to rule the day, and the lesser light to rule the night. He made the stars also.”
(Genesis 1:16)
The marketplace, etched deep by ruin’s breath, echoes the clang of hands pulled apart. Yet, in God’s design, the greater light (the sun, which gives light to the day) is set to rule the lesser (the moon, which gives light to the night) - an order that, when applied to the marketplace, calls traders of this tapestry to rise with resilience and pursue business success through creativity, rather than be swayed by art that detracts from their purpose
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​At the outset of this webpage is a real-life screening of the ‘greater light’ arising over and encompassing the earth. The last screening at the very bottom of this webpage beautifully illustrates the angle of the sun (the greater light) to the moon (the lesser light as Scripture refers to it).
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This book aims to decode the mechanics of the marketplace, to present positive codes, and to enrich it with the redemptive harmony of divine grace for a fruitful business journey.
About Author
Alan Louis brings 37 years of experience in the marketplace, drawing on his Christian faith which has shaped his distinctive perspective on the intersection of business and Scripture. With a career spanning multiple continents, Alan has honed his expertise in decoding the complex systems that govern commerce. Shaped by both trails and triumphs, his journey has cultivated a deep understanding of holistic marketplace dynamics - enabling profitable strategic alignment while highlighting Scriptural principles that guide wise marketplace engagement.
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As the author of Decoding the Marketplace, Alan draws from his global experience, including his role in a multi-generational family business grounded in an extensive background in sports and academia, culminating in a PhD. His book is not just a guide to understanding marketplace systems but a call to align these practices with covenantal values rooted in Scripture. Alan’s insights are deeply informed by his faith, which he sees as the ultimate decoder of the marketplace’s hidden codes.
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Contents
INTRODUCTION
Definition
Evidence of Codes in Everyday Systems
The Role of Mathematics in Coding
Name System: Dominated by Relationship
Divine Codes in Scripture
The Business of Family
The Code Dilemma
THE MONEY ISSUE
The Force that Moves?
The Problem with Materialism
The Masquerading Signs
Measuring the Financial Pulse
Two Crises in Contrast
Understanding Debt
Economics
Utopia versus Capitalism
Briefly Examining Capitalism
Money not a Master
Understand the Role of Mathematics
Pi or π
e
The Importance of Game Theory
A Nash Equilibrium
Prospect Theory
Irrational Investing Behaviors
Business Intelligence
Business Relationships
Outsmart
THE CODED LANGUAGE
The Chaldean Language
Coded Marketplace Language
The Handshake
The Perfect Handshake Equation
The Handshake Daggers
Key Phrases in the Marketplace Handbook
Foolishness versus Wisdom
Cautious, Prudent and Measured
CODED ARROWS
The Quiet War
Makers of Coded Arrows
The Spiritually Discerning
Economic Inductance
False Accusations
Betrayal
Intimidation
Complexity
Pride and Haughtiness
Mobbing
Press in
TECHNIQUES OF CONFLICT
The Nature of the Battle
Experience in the Trenches
The Illusion
Refuse to Believe the Illusion
The Art of Conflict
Code # 1: Underestimation
Code # 2: Stealth Strategy
Code # 3: Believe in Yourself & Your Team
Code # 4: Retain and Dismiss
Code # 5: Opportunities Multiply as They are Seized
Code # 6: Investigate the Deception
Code # 7: Look for Gaps in the Armory
Code # 8: Play at the Psyche
Code # 9: Counter Overreliance on Intimidation
Code # 10: Need to Know Information
Code # 11: Surprise where the Enemy is Unprepared
Code # 12: Exacerbate the Urgency
Code # 13: Reply to the Attack in Shakespearean English
Code # 14: Do not be Quickly Provoked
Code # 15: Be Quiet
Code # 16: Prioritize Questions over Responses
Code # 17: Pay for Lunch
Code # 18: Keep Smiling
Code # 19: Stand for Values
Code # 20: Banish Fear
Code # 21: Keep True Perspective
Wisdom to Overcome
THE VALLEY OF ADVERSITY
End Game
The Meaning of Adversity
Trusting God
God Works through Adversity
Channel Valley of Confinement
Channel Valley of Trauma
Channel Valley of Brokenness
Channel Valley of Humiliation
The Valley Hunters
Looking Beneath the Surface
Walking with Others
Is There Another Way?
The Hot Chocolate Time
The Alluvial Fan
The Sea of Magnificent Grace
THE GRACE FACTOR
A Symphony of Grace
The Meaning of Grace
Why the Significance of Grace?
The Golden Rule
The Rule of Rules
SEPA
Kindness
Goodwill
Favor
Trading in a Graceless Environment
A Parable of Gracelessness
A Parable of Grace
An Analogy of Grace
Acts of Grace - Pay It Forward
The Argument for Grace
FRACTURING UNGRACE
Considering Ungrace
Fracturing with Forgiveness
Fracturing by Being Nice
Fracturing by Caring
Fracturing by Changing the Metaphors
Fracturing by Equanimity
Fracturing by Doing the Right Thing
Fracturing with Humility
Fracturing by Faith
Step-by-Step
DECODING THE MYSTERY
Solving the Complex
Coding and Decoding like a King
Decision & Probability Asymmetry
Relativistic Insight
Blockchain
Business Plans
Simon of Cyrene
Word of Knowledge
Word of Wisdom
The Sacrament of Communion
Submission
The Seven Spirits of God
God’s Sovereignty
Symbolism of Imagery-Decoding
Decoding Beyond Formulas
STEPPING INTO DESTINY
The God of Jacob
No-Lose Methodology
Destiny
Freedom
Modern-Day Slavery
Failing Forward
Failing Forward Testimonies
Apply the Testudo
A Dealer in Hope
A Dealer in Contentment
The Peacemakers
The God-seekers
Reading the Word
Prayer
Praise and Worship
All In All
Readership
Reviews
To be added from October 2025
Review 1: To be added on Book Launch
Frequently
Asked
Questions
Who's the book for?
The Book was authored from a Christian worldview, but applicable to anyone operating in business.
Is the book just about business?
​The book is a holistic macro-overview of marketplace practices, and the codes that positively or negatively influence the marketplace
What is the main focus of the book?
The book covers business related topics, and is very wide ranging from entrepreneurship, leadership, marketing, finance, strategy, problem-solving, personal growth, spiritual growth, biblical growth, etc.​
Is the book based on real-world experience or academic theory?
Both
Is it tailored to beginners, intermediates, or advanced readers?
Simply put, for everyone.
Does the book offer actionable advice or just high-level ideas?
Always both​.
Will it help me solve a specific business problem i have?
That's a very good question, that will always depend on the proper actions taken, but one of the stated aims of the book is problem-solving.
Are there case studies, real examples, or success stories?
Yes
Does the book cover business intelligence issues?
Yes, the book speaks much about these issues.
What is the word count of the book?
In the region of 70,000 words.
When will the book be officially released?
Projected date is September 2025.
Where can the book be purchased?
At 26 global agencies, including Amazon KDP, Barnes & Noble, Apple Books, Google Books, Waterstones, Kobo, Lulu, etc.
Contact Us
Have a question or need more information? Reach out to our team and we'll be happy to assist you by email - support@decoding.market
