Value, aka customer value, has been the key for a software to reach big since years (’70s). First value, second TTM: a simple “trick” from ideas and research on the field. Then, it comes in the game an other “value”, the stackholders ones. Here’re some observations: 1) when there is value usually there is stack. value; 2) when there is stack. value only, the audience is missing; 3) there is a driven philosophic confusion between values.