Value for the customer is not just an individual experience. Value creation takes place in a larger socio-economic system and the marketing function draws both on individual needs and preferences as well as on social and collective ones. In this paper, the authors argue for a relational perspective of co-creating where the individual customer value is closely linked to the public value of a product or service. Based on principles of self-organization theory and service-dominant logic the authors propose how both are integrated. As a result, they wish to contribute to the co-creating debate by pointing to the chances and limits of capitalizing of value dynamics. The paper concludes with a discussion of implications both for theory and practice.