Peggy Anne Salz profiled me for Forbes in June 2022, and the piece includes a video of our conversation. I described values as the operating system for humans. Behavior changes with circumstances, but the values underneath stay the same, so they're the most reliable thing you can know about someone.
The pandemic made this easy to see. If the value of Family drives you, lockdown probably meant doubling down on your family, and if the value of Ambition drives you, you probably doubled down on work. Everyone went through the same lockdown, and they responded differently because their values were different. I also gave Peggy the three-legged stool, where demographics describe your audience, psychographics give you their history, and values show you what will get them to act. And I told her something I say a lot, which is that once you start noticing values in what people tell you, you can't unsee this stuff.
You can read the original at Forbes.
My new book walks you through all kinds of ways to identify (and use) your values, and it's available for pre-order now. It's called The Values Map, and I would be very grateful if you pre-ordered a copy. My publisher would love it too. ❤️
Everything gets easier when you know What Matters Most.
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