There were a lot of people who were completely complicit in this grand rip-off of the financial system, because they were thinking about capturing value for themselves, they weren’t thinking about creating value. —Tim O’Reilly in his Keynote at ETech 2009.
The principle he advocates here is Create more value than you capture. Why? because if everyone only thinks about their own return independently of the overall impact, we get system breakdown, as in the financial system, climate system, food system, … Instead we can choose to create community and lasting value!