In light of the growth of the “projective city,” services containing the “transformation” of the service's beneficiary, such as coaching, workshop facilitation, organization development consulting, etc. have gained attention. However, there is a possibility that the beneficiary cannot recognize the transformation of herself/himself. The purpose of this report is to clarify how a service provider makes the beneficiary “recognize” the transformation of oneself. Analyzed from the perspective of valuation studies, this study considers a case of a consulting team which cooperatively creates product plans with its client manufacturers. The means of investigation in this case study is the observation of business meetings between the team and a client manufacturer. From this case, we can see that beneficiary transformation is conveyed to beneficiaries through “devices” which are provided by the team within the service process and the transformation is collectively evaluated through a “story” which is agreed upon by both the team and beneficiary. Normally, institutional economics implicitly assumes subjects who receive services have already been equipped with valuation devices through institutionalization. However, the case in this report implies that not only the subject but also the devices for evaluating their transformation is created within the service process.