Organizations can’t “deliver” value to customers, even if they’re customer obsessed. Let us explain: Value isn’t inherent in a firm’s products, services, or customer-facing processes. Instead, it’s a customer’s perception that’s cocreated in their value network — the array of people and organizations they work with to pursue a goal. Your organization only makes up one part of that, so make sure you identify exactly what your customers’ value networks are and earn a place in them before taking on a bigger role.