ABSTRACT
If a value analyst or a project team can make the decision and implement the change, as would be the case with an executive or a self-directed crossfunctional team, then the Recommendation Phase would be nonexistent. But if decisions by others are required, as often happens, the method of documentation in this phase is of great importance. However, one needs to be guided by the Paretonian statement that VA/VE is about 20% finding a better way and 80% selling it, meaning, it is more difficult to sell a creative idea than to create it! Hence, we need to benefit from the knowledge of the disciplines of sales and marketing.
