Certification organizations frequently create strategic goals related to demonstrating the value of the certification program(s) they offer. At that same time, they struggle to answer a fundamental question: What value does our program actually deliver? This session explores the gap between the projected value certification programs aspire to create and the value that certificants, employers, regulators, and the public perceive. Through discussion, the panelists and attendees will examine how organizations can move beyond assumptions to develop an evidence-based understanding of certification's impact.