Our world is increasingly data-driven, especially when understanding our audiences, but what if the metrics we’re using are incomplete?

David Allison, a renowned marketing strategist and the innovative mind behind Valuegraphics, argues that, at best, demographics only provide a partial picture of a person and, at worst, reinforce biases and stereotypes. This is where values fill the gaps and offer a more comprehensive understanding.

David and his team have not just identified 56 universally shared values, but they've also made them actionable. By adopting a values-based approach to communication, we can challenge our unconscious assumptions and gain predictive insights into what truly engages, motivates, and inspires our audience.

Listen to the full episode to hear:

How our values drive everyday choices, large and small–
How demographic data perpetuates stereotypes and hinders social change
How acknowledging our common values helps build consensus and move us forward
How the core 56 values break down into nuanced and actionable definitions and interpretations
Three key questions to begin uncovering people’s values

Learn more about David Allison:

Learn more about Mary Knox Miller:

Ep 11 - David Allison: Shattering Stereotypes with Valuegraphics