The aim of a business is to create and deliver value to customers on the one hand and to capture value for the business on the other

The value that is created and delivered to the customer includes the products and services that are provided to customers that satisfies their needs and desires.  The value that is captured by the business includes the financial rewards derived by the business and contribution to the livelihoods of its employees.

The business that does well to create value and deliver value to its customers and capture value for the business is the business best positioned for sustained success