Let me be clear from the outset, by ‘V-words’ I am not referring to a shape of the forthcoming recession. Instead, I am referring to three value-based derivatives: value for money, heightened values and value for time. The power of these three words is only going to become more influential by the time we eventually get to move on and begin restoring a new normality. I would suggest it is worth all industry stakeholders reflecting on how they can all be more strongly embraced.