Agile principles begin with the notion of creating valuable software, but fail to explain what that term means. Value is not defined by process or output, but rather results for the customer and the business. Every member of the agile team should feel like an owner of the term “valuable”. As the shaper of customer experience, UX needs to step up and really make sure this happens. Rather than feeling at odds with other portions of the business, UX should feel responsible for their success, at least in how their efforts manifest in the product itself. Success will require analytical rigor, transparency, inclusion and mentoring. We need to challenge ourselves to do better, and think harder about how to mentor a younger generation of practitioners to become more strategic and outcome-oriented.