> ...companies can’t expect to capture most of the value they create... One does not have to capture "most of the value" to be profitable. In fact, aiming to

> ...companies can’t expect to capture most of the value they create... One does not have to capture "most of the value" to be profitable. In fact, aiming to capture _most_ of the value is what creates customer ill will because _some_ of the value has to go to the customers.