During my professional life, I have met many, many people that told me stories how they single handedly created immense value for the company they worked for. Similarly, many companies highlight the value they create for their customers. That is a good thing as we need value to be created for society to function. The challenge is, however, concerning value capture. Who gets to reap the benefits of value creation? The naive view is that it is the party that creates all the value who captures it as well, but in practice it turns out not to be the case. Interestingly, in business ecosystems, it tends to be the party that controls the most scarce resource who captures most value. These days, it often is the party who controls access to the end customer. So, rather than focusing on creating value, spend at least as much time, if not more, on figuring out how to capture the value.