The article discusses how businesses can succeed in open models by aligning value creation and capture activities. By studying outcome-based services, the researchers found that successful relationships involve three key phases: defining value potential, designing value delivery, and delivering value improvements. The key to success lies in aligning value creation and capture activities within each phase, rather than focusing on one aspect at a time. Both providers and customers play crucial roles in managing these dynamic interdependencies to ensure alignment and success in open business models.