"EVERYONE LIVES BY SELLING SOMETHING." Robert Louis Stevenson, the Scottish traveller and writer, once concluded. In the knowledge industry of the modern era, the selling could be of — an idea, a change, an example (PoC), an influence, a model. The logical outcome of which is value creation. Which further translates into profit or benefits of various kinds at different levels of its hierarchy. Peter Drucker had a different view. Creating profit didn't seem to him to be the main goal of an enterprise. While advocating for Not-for-profit organizations, Drucker observed that there are obvious limitations to making continuous profit-making business models. According to him, to be responsible and relevant in the society, a business model could make profit that is equal to its cost of capital. However, if the goal of the business model is to create a customer , that could possibly provide a sustainable model for existence of a business. Taking this argument a notch furthe