New value creations therefore linked to innovation and the creation of sustainable competitive advantage. The notion of value is linked to that of opportunity. We cannot speak about opportunities of business creation, recovery or growth without referring to the creation of new value that these opportunities bring about. We use the term ‘value’, here, as in ‘useful value for the final customer’, as opposed to financial value for the entrepreneur or the shareholders. In our field of research, new value creation appears to be a pivotal notion that interlinks various other key notions. In this chapter, we will first develop the concept of innovation from this new value creation perspective. We will then show that the concept of value makes it possible to classify entrepreneurial projects, and that being able to understand the differences between the various types of projects improves the relevance of project piloting. Finally, we will come back to the notion of the project itself and its capacity to change throughout the whole process under the influence of the dialogic.