Jacqueline Novogratz points out that the market can be an efficient listening device. If you go to a person and offer charity or even a gift, there's not a lot of choice. But if you offer to sell someone something, you'll hear very clearly what's wrong with it, whether it's worth it, and how it can be improved. The transaction engages both sides in a discussion, and sometimes, the market causes the supplier to listen. Co-creation over time transforms problems into opportunities.