In the knowledge economy, greater togetherness is the prerequisite for innovating and having more: selflessness extends scope while selfishness increases limitations. But human beings are not automatically attracted to innovation: between the two lies culture, and cultural values vary widely, with the egoistic accent or the altruistic intonation setting the scene. In the representations of open innovation submitted to the reader's attention, selfishness and selflessness are active in the cultural space.