IMC members are actually better positioned than many other professionals to identify potential value in a company, and capture it. We've been looking at value creation systematically using the VRIO model. Value is a firm's ability to exploit its resources and deal with threats. Rarity means that not many other firms have it. Imitabilty refers to how easy it is to imitate. And Organization...well we know what that is. The firm has the structure and infrastructure to get the job done.