In his talk "Value Network," Ilkka Suppanen argues that the traditional value chain is not always an accurate way to describe what actually occurs in the present-day design industry. Favoring a standard, linear path, the traditional economic model starts with an initial demand and ends with the sales results defining success. However, as shown through different examples, Suppanen illustrates that the design industry is instead much more dynamic and fluid in nature. Circumstantial and sporadic collaboration between various stakeholders, or individuals in the industry and related industries, create a different economic model coined "value network" which considers people, money, and knowledge as all integral pieces in the creation of design.