Three values important to you

This is not easy to write. And I am not entirely sure why.

One reason could be the deceptive levity of the word ‘values’ compared to the depth of influence the word has in our world, and in our every day lives.

What, then, are values? A question that philosophers, writers, poets, politicians, creators and common folk have contemplated since the concept came to life a very, very long time ago.

Wikipedia says: personal values provide an internal reference for what is good, beneficial, important, useful, beautiful, desirable, constructive, etc. Values generate behavior [...] and provide answers to questions of why people do what they do and in what order they choose to do them.

But we don’t really need those definitions, do we. Because we inherently know what values are. We feel what they are much more clearly than we can probably describe them. Values reside in a place deep inside us. Deep inside the individual and the collective self.

I think the reason this post was not easy to write is because of the very nature of values themselves —of their deep seated place within ourselves and within in our society. And reaching into ourselves and wrapping language around what we find, can sometimes be, well, challenging.

When I put myself and a few colleagues to the task of naming three of the most important values for us, I was met with silence, smiles, pursed lips, searching eyes and groping for words. Everyone eventually came up with three, but the effort it took intrigued me. I wanted to know more.

So, I hit the streets of Barcelona on a weekend afternoon with a digital recorder wanting to hear what people’s most important values were —people I had never met, randomly chosen. The question was not easy to construct, nor was the answer easy to convey, though, interestingly, every single person I approached seemed sincere in their desire to answer, everyone took the question very seriously. The basic question I asked was this: What are three values, important to you, that you look for in others or in society?

And here is what a few people said:

So, if you were to take a moment to answer that same question, what would you say? What are three values, important to you, that you look for in others or in society?


Now let’s turn to your project, organization or business. Are any of the three values you have just named clearly reflected there? In the mission statement? In the objectives? In the relationship with your public? Do they guide you in your daily management?

They could be reflected in your project in a number of different ways. Why?

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