When conducting workshops with business people, there is a significant risk to become bogged down in the details of the underlying business process rather than seeing the big picture of the value provided by the process to its stakeholders. In this paper, we describe combination of methods that we use in workshops with business people to entice them to be more creative when thinking about new products and services. These techniques range from top-down value modeling to bottom-up business processmodeling. We bring together knowledge and information management in order to understand what information the stakeholders need that provides value to them.