To move from cost focused to value-based product development or acquisition depends on all in an organization sharing an understanding of “value” as a concept. What types of value exist? What value aspects are most important for a certain product at a specific time? A shared value view is critical to be able to select and prioritize features and quality during development or acquisition of products or services. Regrettably we are too good at focusing on cost – which per definition is meaningless without value.