By Guillermo Tena

Team collaborating around a shared project, symbolizing how Shared Value in product strategy combines profitability with positive social impact.

A few years ago, I discovered something that changed the way I build. I’ve worked on everything from launching zero-budget apps to transforming forgotten public spaces into cultural landmarks. I’ve built for startups, for governments, for brands. And I’ve learned something I wish more product and strategy leaders would talk about:nnToday, we can build faster than ever. But if we’re not careful about what we build—and for whom—we’re just adding noise. nnThat’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.nnLet me show you what I mean.

What Is Shared Value?

nnMichael Porter and Mark Kramer defined it as: nnu0022Policies 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.u0022 nnIn plain terms? Business models that win when society wins. nnShared Value isn’t a donation. It’s not a marketing campaign. It’s not an add-on. nnIt’s a smarter way to build.

The Three Lenses of Creating Shared Value (CSV)

nTo bring this strategy to life, there are three powerful lenses you can use:nn1. Re-imagining Products u0026amp; Markets nBuild offerings that meet an unmet social need. Think affordable fintech for the unbanked, or healthy food options in food deserts.nn2. Redesigning the Value Chain nReduce costs or risks by tackling structural inefficiencies—like waste, energy use, or poor supplier livelihoods.nn3. Building Local ClustersnStrengthen the local ecosystems (schools, suppliers, infrastructure) that your business depends on to thrive.nnThese lenses aren't theoretical. They’re practical. I’ve applied all three across the projects I’m about to share with you.

u0022Khero — n Khero turns every kilometer walked or run into donations for NGOs, aligning brand sponsorship with measurable social impact.n

Case Study 1: KHERO — Running with Purpose

KHERO was born out of a simple but powerful insight: People want to do good. They just need a simple, meaningful way to do it. nnWe 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.nnWe called it KHERO (kilometer + hero). We called the movement Runfunding.nnOur MVP? A 21-day challenge, 468 users, $30,000 pesos donated to a cancer shelter. No paid marketing. Just belief.nnIn our first year:n

10,000+ users

Over 200,000 kilometers logged

5 NGOs supported

2 innovation awards

nWhy did it work?nBecause people weren’t just moving—they were mobilized. Brands weren’t just sponsoring—they were activating purpose.nnWe re-imagined the product and market: turning exercise into purpose, and marketing into measurable impact.nThat’s Shared Value.

Case Study 2: Calaverandia u0026 Navidalia — Culture as Experience

Later, we saw a different opportunity: what if we could transform abandoned public parks into cultural destinations?nnThat’s how Calaverandia (Día de Muertos park) and later Navidalia (a multicultural Christmas experience) were born.nnHere’s the model:n

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

nnIn year one, over 40,000 people came.nThe economic ripple effects were immediate.nThe cultural pride was palpable.nnWe didn’t just build a theme park.nWe activated a dormant space, created jobs, inspired communities, and generated revenue.nnWe built a local cluster, enhanced public assets, and activated a neglected value chain.nnThat’s Shared Value, too.

u0022Illustration — n Visual metaphor of Shared Value: aligning business growth with innovation, talent attraction, and societal benefits.n

Why Shared Value Works

nI’ve seen firsthand why Shared Value isn’t just a feel-good idea—it’s a competitive edge:n

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.

nIn 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.nn

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?

nIf I can answer those honestly, I know I’m on the right path.

A Word to Fellow Builders

nIf you’re a CTO, CEO, or COO reading this: you already know how to move fast.nYou already know how to scale, automate, optimize.nnBut I’d invite you to ask:nnAre we building something that only serves us, or something that serves everyone involved?nnTech is moving fast. AI is accelerating everything. Capital is more efficient.nnBut the companies that will truly endure are the ones that build trust, create belonging, and solve deeper problems. nnNot just fast. But better. nnNot just profitable. But resonant. nnThat’s Shared Value.nThat’s what I build for now.nnInterested in designing products, services, or experiences around Shared Value? Let’s build something meaningful together.

From Fast to Purposeful: Building with Shared Value