This article is not about best practices or current practices. It is about next practices. Therefore, we constructed a research methodology that is appropriate to amplify weak signals, to “connect the dots” as it were. Our goal was to develop a new midlevel theory of value creation and innovation. Our approach was based on synthesis of the early experimentation in a wide variety of industries and companies as well as societal trends. In this article, we use company and industry examples as thinking props to encourage the reader to think differently about value creation and