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Delivering valuable software is a guiding principle for Agile team. Understanding how a product or service creates value for users and the organization is core aspect of the product owner and product manager roles. Yet value remains elusive and ambiguous for many teams as they struggle with how to articulate and validate value creation. This session invites participants to dive deeper into the exploring the concept of value. What does it mean for a product to be “valuable?” How does a team know if they are generating value or if any given development activity is producing value? How do we measure value? The ability to articulate and distinguish between value-in-exchange vs value-in-use is one of the first steps on the journey. An increased focus on value-in-use has interesting applications for customer pricing and co-creation with users.