The Values Layer

Understand the core principles that drive human motivation and decision-making.

The Values Layer

Values are the fundamental principles and priorities that guide behavior and decision-making. They represent what people find most important and meaningful in life, making them one of the most powerful layers for influence.

Core Human Values

Universal Values

• Security: Safety, stability, predictability
• Achievement: Success, accomplishment, recognition
• Relationships: Connection, love, belonging
• Freedom: Independence, choice, autonomy
• Growth: Learning, development, progress
• Contribution: Making a difference, helping others

Value Hierarchies

• Primary values (top 3-5)
• Supporting values
• Situational values
• Conflicting values

Values in Decision-Making

Value-Based Decisions

• People choose options that align with their values
• Value conflicts create internal resistance
• Value alignment creates natural motivation
• Values override logical analysis

Value Language

• "What's important to you?"
• "What matters most?"
• "What do you value?"
• "What's your priority?"

Identifying Values

Direct Methods

• Value elicitation questions
• Priority ranking exercises
• Trade-off scenarios
• "What if" explorations

Indirect Methods

• Listening for value words
• Observing emotional responses
• Analyzing past decisions
• Noting what they criticize

Leveraging Values

Value Alignment

• Match solutions to values
• Frame benefits in value terms
• Address value conflicts
• Create value-based urgency

Value Bridging

• Connect features to values
• Show value fulfillment
• Demonstrate value protection
• Highlight value enhancement

Values in Sales Context

Value-Based Selling

• Discover their core values first
• Frame everything in value terms
• Address value-based objections
• Create value-aligned solutions

Common Value Conflicts

• Security vs. Growth
• Freedom vs. Relationships
• Achievement vs. Contribution
• Quality vs. Efficiency

Resolving Value Conflicts

• Acknowledge both values
• Find solutions that honor both
• Help them prioritize temporarily
• Show how conflicts can be resolved

Advanced Value Work

Value Hierarchies

Understanding how values rank:

• Primary values (non-negotiable)
• Secondary values (important but flexible)
• Situational values (context-dependent)
• Dormant values (inactive but present)

Value Evolution

• How values change over time
• Life stage value shifts
• Crisis-driven value changes
• Supporting healthy value development

Value Integration

• Helping people live their values
• Aligning actions with values
• Resolving value-behavior gaps
• Supporting authentic expression

Comprehensive value mastery content coming soon...