Today, we can build faster than ever. But if we’re not careful about what we build—and for whom—we’re just adding noise.
That’s why I now believe deeply in something called Shared Value—the idea that businesses can be profitable because they create meaningful value for society. Not as charity. Not as ESG compliance. But as strategy. As a model that works because it’s built to benefit everyone in the system.
Let me show you what I mean.
What Is Shared Value?
Michael Porter and Mark Kramer defined it as:
«Policies and operating practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates.»
In plain terms? Business models that win when society wins.
Shared Value isn’t a donation. It’s not a marketing campaign. It’s not an add-on.
It’s a smarter way to build.
The Three Lenses of Creating Shared Value (CSV)
To bring this strategy to life, there are three powerful lenses you can use:
1. Re-imagining Products & Markets
Build offerings that meet an unmet social need. Think affordable fintech for the unbanked, or healthy food options in food deserts.
2. Redesigning the Value Chain
Reduce costs or risks by tackling structural inefficiencies—like waste, energy use, or poor supplier livelihoods.
3. Building Local Clusters
Strengthen the local ecosystems (schools, suppliers, infrastructure) that your business depends on to thrive.
These lenses aren’t theoretical. They’re practical. I’ve applied all three across the projects I’m about to share with you.
Case Study 1: KHERO — Running with Purpose
We built an app that lets people turn every kilometer they walk or run into a donation to a cause they believe in—funded by brand sponsors.
We called it KHERO (kilometer + hero). We called the movement Runfunding.
Our MVP? A 21-day challenge, 468 users, $30,000 pesos donated to a cancer shelter. No paid marketing. Just belief.
In our first year:
- 10,000+ users
- Over 200,000 kilometers logged
- 5 NGOs supported
- 2 innovation awards
Why did it work?
Because people weren’t just moving—they were mobilized. Brands weren’t just sponsoring—they were activating purpose.
We re-imagined the product and market: turning exercise into purpose, and marketing into measurable impact.
That’s Shared Value.
Case Study 2: Calaverandia & Navidalia — Culture as Experience
That’s how Calaverandia (Día de Muertos park) and later Navidalia (a multicultural Christmas experience) were born.
Here’s the model:
- Government grants seasonal access to a public park
- We invest in infrastructure, design and experience
- Locals sell food and crafts inside
- The public enjoys the park free by day, and buys tickets for the immersive night version
In year one, over 40,000 people came.
The economic ripple effects were immediate.
The cultural pride was palpable.
We didn’t just build a theme park.
We activated a dormant space, created jobs, inspired communities, and generated revenue.
We built a local cluster, enhanced public assets, and activated a neglected value chain.
That’s Shared Value, too.
Why Shared Value Works
I’ve seen firsthand why Shared Value isn’t just a feel-good idea—it’s a competitive edge:
- Demand catalyst: Solving real problems unlocks new customers and long-term loyalty.
- Defensible edge: Competitors can copy features, but not a mission-critical impact model.
- Talent magnet: Purpose-fueled teams outperform when they see their work making a tangible difference.
In both KHERO and Calaverandia/Navidalia, our CAC was lower. Our brand equity was higher. Our partnerships were stronger. And our growth was sustainable because people wanted us to win.
Questions I Ask Before I Build Anything Now
- If we disappear tomorrow, who would miss us, and why?
- Is this solving a problem for real people, not just the bottom line?
- Can our success translate into value for communities, not just customers?
If I can answer those honestly, I know I’m on the right path.
A Word to Fellow Builders
If you’re a CTO, CEO, or COO reading this: you already know how to move fast.
You already know how to scale, automate, optimize.
But I’d invite you to ask:
Are we building something that only serves us, or something that serves everyone involved?
Tech is moving fast. AI is accelerating everything. Capital is more efficient.
But the companies that will truly endure are the ones that build trust, create belonging, and solve deeper problems.
Not just fast. But better.
Not just profitable. But resonant.
That’s Shared Value.
That’s what I build for now.
Interested in designing products, services, or experiences around Shared Value? Let’s build something meaningful together.
