Creating Value Alliance

We all seek value for ourselves, as well as for our businesses and for our society.


However, because we are so immersed in our day-to-day functional management, we often overlook opportunities for value creation, possibly to the detriment of our businesses and societal needs.


Successful organizations and leaders create value for their eco-systems which include themselves, customers, employees, partners and other stakeholders.


This happens mostly unconsciously, yet there are challenges in gauging and assessing ‘value’ and its impact. The Creating Value Alliance is an international movement to increase our understanding of the concept of value and, moreover, to find and promote ways of creating value consciously and more abundantly (and destroy less value).

This, in turn, will allow us to operate more effectively, to build social value and to thrive and be ready for the challenges of a constantly changing and disruptive world. See

Japan Advanced Institute of Science and Technology (JAIST)

JAIST is the first higher education institution in Japan that offers only graduate programs; it does not have any undergraduate program ( Its main campus is located in Ishikawa Prefecture but also educates professional working students at Tokyo Satellite. There is a growing demand to enroll in graduate school while working to relearn and gain a different expertise than the one that they acquired from the past education.


Recently, JAIST is going to launch a Creating Value Program for doctoral students studying at Tokyo Satellite in April 2022. This is a diploma of creating value program that can be attained after the completion of the required credits. This diploma aims to let the students procure the determination and skills of creating value thinking.


Concerning Service-Dominant logic, the beneficiary always uniquely determines value, and if the beneficiary's sensitivity to new value is low, they will miss the value right in front of them. Conversely, if the beneficiary's sensitivity to new value is high, they will instantly notice the value that others have missed.


Thus, in today's world where innovation is required, creating value thinking is an essential human capability that states: as more people acquire the determination and skills of creating value thinking, the total worth of value perceived by the people will increase.