We have all heard the term, “Think outside the box,” which means to look for ideas from the outside of your healthcare organization to improve the performance and cost of the products, services, and technologies you are buying. The prominent technique for doing so is brainstorming. While this concept is still a good idea, “thinking inside the box,” or inside your hospital, system, or IDN with your value analysis process can reap even bigger, quicker, and more sustainable benefits.