Product delivering companies invest resources in software development activities in order to create value. Still, when performance in software development is to be measured, focus easily turns to time, cost, and quality in the later stages of the development process. Time, cost, and quality are important dimensions of performance but they are not revealing the complete picture. Missing is the value perspective. This paper outlines a method for how customer value can be used to evaluate performance and improve decision making during the development of a new product. The first step in the method is to value each requirement in the development project according to their perceived customer value. Hence, the value propagation can be monitored as the activities related the requirements are completed during the development. This information can then be used in order to decide on changed priorities through an understanding of the value propagation and performance during the development.