Similar to animal and plant species, companies and society also need to adapt to the environment or they disappear. This adaptation process implies solving paradoxical problems, overcoming crises, and addressing constant challenges. The Value Creation Wheel (VCW) helps to identify, analyze, and solve problems by providing a step-by-step dynamic process for creating value for society and all the stakeholders involved in the value chain (e.g., customers, employees, suppliers, distributors, investors, and shareholders). Two decades of cooperation with companies, executives, scientists, academics, and students across the world have provided ample opportunities to test and refine the VCW. The VCW has two major components: DIANA and TIAGO. After the 20-year journey of applying the principles of Darwinism to companies and society, the DIANA theoretical framework provides a holistic approach to problem-solving and supports scientific, technological, managerial, and societal advancements. The TIAGO tool appears as a chameleon puzzle, completely customizable to each specific case and problem. The 15 Is of innovation and the input provided by a wide range of stakeholders help to customize the TIAGO tool.N/
