This is one of my earliest TV interviews about Valuegraphics, on Yahoo Finance in 2018, talking about my first book, We Are All the Same Age Now. The host asked which industries were getting this wrong, and I told him I couldn't think of one getting it right. Almost everything around us started in a meeting where someone asked who the product was for and then built it for a guess about an age group. Skateboards and bright colors for 18-to-24-year-olds, and big knobs and muted colors for 75-year-olds. Trillions of dollars get spent that way, and nobody acts their age anymore.
The database was much smaller then, and the pattern was already clear. Baby boomers agreed with each other on only 13% of what we measured. Today, with one million surveys, the number for any demographic group is about 10.5%. There are people who love technology and people who can't stand it in every age group, every gender and every income bracket. As I said on air, we were slicing the loaf of bread the wrong way. Age still helps you work out who can use what you're selling, and values tell you who'll want it.
You can watch the full interview on YouTube.
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.
