Innovators like Airbnb, Uber and Netflix are creating dark value. The trouble with dark value is that it’s hard to see and hard to harvest. I believe dark value is a chronic problem in the innovation and sharing economies. We will examine dark value created by AirBnb, Uber, Netflix, Evernote, Fitbit, and Facebook. We will try to show how to make dark value visible in three steps: 1. discover, 2. determine, and 3. declare. Ethnographers, designers, VCs, creatives, planners, PR professionals, marketers, story tellers, curators, programmers, content creators, and social media experts all have a part to play.