My best guess is that value analysis was first adopted by healthcare organizations in the 1970s, even though it was created by Larry Miles in the 1940s. Since the 1970s, there have been many written and unwritten rules about value analysis encouraged by VA practitioners. Yet, based on SVAH’s decades of empirical experience, many of these rules are meant to be broken if you are to have your VA program grow, prosper, and thrive in the 21st Century. Here are four rules you should consider breaking: