As traditional paradigms crack under pressure in the post-industrial economy, concepts about producer/customer relationships are taking centre stage. This paper uses the metaphor of an infinite game to richly and succinctly describe the interdependent relationship in the value co-creation
paradigm. The paper explores implications stemming from shared power, a proposed ethos for academia and industry, and a further discussion. The authors also analyse the use of metaphor as a tool for richer understanding of new ideas.