This paper introduces a technique for integrating knowledge - based services and products to create new value and potentially change the behaviour of the consumer.The Collaborative Value Architecture approach was developed as part of strategic knowledge management consulting work to explore developing practice in Open Innovation, but has subsequently been applied to managing the behaviours of young drivers and crafting value propositions in connected health. Three examples will be introduced, illustrating the potential for applying creative move-test-break thinking for crafting new value within legacy infrastructures by novel thinking and new connective technologies. This research will be of interest to innovators, including healthcare strategists interested in reducing social and economic costs, and entrepreneurs aiming to develop synergistic business models through connective technologies.