How does one succinctly communicate the breadth, complexity, and forward-thinking approaches that are necessary for facilities management organizations to operate in today's complex and ever-changing environment? Recently, the authors were asked to do just that at the University of Iowa Department of Facilities Management. In this article, they describe how they developed the "physical asset management" portion of a short presentation that would be used to help external audiences understand institutional services. The integration of effort represented by the cluster of value propositions in their physical asset management model creates an appreciation for the complexity of the issues and challenges faced in managing the institution's physical assets. By taking a broader view of responsibilities and opportunities, the authors have created a shared context around the value they bring to the institution. (Contains 1 figure.)