Creating value is not enough, you also need to capture the value you create

What valuable company is nobody building?

This question is harder than it looks, because your company could create a lot of value without becoming very valuable itself.Creating value is not enough--you also need to capture some of the value you create.

Source: Zero to One book

The question now is: does this also work with people? Creating value is not enough, you also need to capture the value you create? I believe so.