Deliberation about personal, non-moral values involves elements of both invention and discovery. Thus, we invent our values by freely choosing them, where such distinctively human freedom is essential to our defining and taking responsibility for the kinds of persons we are; nonetheless, we also discover our values insofar as we can deliberate about them rationally and arrive at non-arbitrary decisions about what has value in our lives. Yet these notions of invention and discovery seem inconsistent with each other, and the possibility of deliberation about value therefore seems paradoxical. My aim is to argue that this apparent paradox is no paradox at all. I offer an account of what it is to value something largely in terms of emotions and desires. By examining the rational interconnections among emotions and evaluative judgments, I argue for an account both of how judgments can shape our emotions, thereby shaping our values in a way that makes intelligible the possibility of inventing our values, and of how our emotions can simultaneously rationally constrain correct deliberation, thereby making intelligible the possibility of discovering our values. The result is a rejection of both cognitivist and non-cognitivist accounts of value and deliberation about value.