Values

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

Comprehensive value mastery content coming soon…