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There is much reason to look into the potential of normative virtue theories including epistemic and moral theories in understanding co-creative innovation. Virtue theories focus on the individual and often neglect the importance of collective and consequential values. They also tend to assume that individual virtues always lead to collective good, while this is not always the case in group activities. In co-creation it seems to be precisely the collective and consequential goods which are important. In order to make virtue theory more fitting for the context of co-creation, some account should be given of the importance of these values. I propose two possible solutions. The first is to accept virtue theories that state that there are both consequential and procedural virtues. The second option is to accept that there are two kinds of agents that can have virtues: individuals and collectives.