The equity premium and the value premium puzzles constitute two of the focal points of the asset pricing literature. As it is well known, the starting point of the first is the inability of standard consumption models to rationalize the observed level of the equity premium, the volatility and predictability of returns, and the low and stable risk free rate. The value premium puzzle is instead concerned with the failure of the CAPM to explain the cross section of average returns of portfolios sorted according to book-to-market. Surprisingly, these two puzzles are, for the most part, studied separately. This is unfortunate because, as we argue here, the two puzzles cannot be tackled independently: Any economic mechanism proposed to address one of them immediately has general equilibrium implications for the other. In this paper, we show that a workhorse of the “equity premium puzzle” literature, the Campbell and Cochrane (1999) external habit persistence model, imposes strong restrictions on the cross-sectional dispersion of individual assets’ cash flow risk in order for this model to explain the value premium as well. Under such restrictions, though, the model not only implies that value stocks have, endogenously, a higher cash flow risk than growth stocks, as recently documented in the empirical literature, but it also offers new insights on the time series variation of risk premia in the cross section. In particular, the model yields what is to our knowledge the first theoretical explanation for the observed time series variation in the value premium.