This chapter explores the central role of values in ethical software development discussions. As the discourse in AI and digital ethics has shifted from abstract moral theory to a value-centric vocabulary, values such as fairness, privacy, and transparency have become common currency among engineers, regulators, and the public. Yet the flexibility of the term value also presents philosophical and practical challenges. Drawing on ethics, philosophy of technology, and software engineering, this chapter examines how values can guide ethical reflection, design, and implementation. We distinguish between techno-generic values—those inherent to the nature of digital technologies—and domain-specific values rooted in the social contexts in which systems are deployed. By introducing a triadic model of ethical design—comprising identification, deliberation, and implementation—we offer a structured approach for integrating values into digital systems in a non-arbitrary, transparent, and context-sensitive manner. Ultimately, the chapter argues that values, properly understood and operationalized, serve not only as normative goals but also as epistemic tools to navigate ethical complexity in software systems.