The article by C. K. Prahalad and Venkata Ramaswamy explores the shift in value creation from a product- and firm-centric view to a personalized consumer experience-centric view. The authors argue that consumers are increasingly informed, networked, empowered, and active, and they are co-creating value with firms. This co-creation process is transforming the traditional market dynamics, where firms act autonomously and consumers are mere consumers. The interaction between the firm and the consumer is now the locus of value creation and extraction, with the market becoming a forum for conversation and interactions. The authors emphasize the importance of dialogue, access, risk-benefits, and transparency (DART) in building a system for co-creation. They also highlight the need for firms to move away from a firm-centric view to a co-creation view, where personalized interactions and experiences are key to creating unique value. The article concludes by discussing the implications for interactive marketing and the need for both managers and consumers to adjust their behaviors to embrace co-creation.The article by C. K. Prahalad and Venkata Ramaswamy explores the shift in value creation from a product- and firm-centric view to a personalized consumer experience-centric view. The authors argue that consumers are increasingly informed, networked, empowered, and active, and they are co-creating value with firms. This co-creation process is transforming the traditional market dynamics, where firms act autonomously and consumers are mere consumers. The interaction between the firm and the consumer is now the locus of value creation and extraction, with the market becoming a forum for conversation and interactions. The authors emphasize the importance of dialogue, access, risk-benefits, and transparency (DART) in building a system for co-creation. They also highlight the need for firms to move away from a firm-centric view to a co-creation view, where personalized interactions and experiences are key to creating unique value. The article concludes by discussing the implications for interactive marketing and the need for both managers and consumers to adjust their behaviors to embrace co-creation.