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" ... This is the stage we are at now. One customer sees value in a product where another one fails to see the same value. Therefore, companies are realizing that there is more to value creation than merely producing a good product or providing a good service. Esko suggests that the customer-company relationship went from transactional to interactional. All products are network phenomenon, based on context-specific interactions with customers and scaled up. If I run a company, I can no longer assume I know more than the customer. Rather, I enter a relationship of inter-dependent learning, defining the customer's problem. Instead of creating products, we have to create customers. ... "