Value Analysis is a discipline which holds considerable promise for reducing product cost while maintaining product integrity. Yet, its use in U.S. Industry is not accelerating at a rate proportionate to its high promise. Much of this has to do with VA's apparent complexity as viewed by non-practitioners. This paper highlights some problems putting theory into practice and suggests means by which these obstacles can be overcome. A case study is featured describing a group's experience with Value Analysis in progressing from theoretical study through practical application.