The concept of "value" is central to agile and lean software development – but how do we decide what is valuable, and on what basis? I argue that we need to rethink the role of product owner, discarding wasteful activities such as estimation. Determining value is the responsibility of everyone – not just the "product owner". In order to deliver value we must be able to measure it transparently, and establish a fast feedback loop so teams can quickly determine if what they doing is in fact valuable. In this talk I will discuss several approaches to measuring value, how to maximize creating it, and how doing so affects the way teams work.