The foundational assumptions of performance improvement come from a single-mindedly economic and engineering orientation. Yet this orientation arises from a concern for maintaining and enhancing other forms of value. This other form of value, perhaps arising from cultural and social spheres, is normally unmentioned or marginalized in contemporary human performance technology. This article recovers and reintroduces this other form of value and promotes it as an important, and even essential, component of the future of performance technology.