CORE VALUES

DISCOVERY

EXERCISE

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This exercise guide was written for you by Warren Cass & Warren Knight who together created the Thought Leaders Blueprint, a comprehensive accelerator for knowledge professionals to build their personal brand, create commercial propositions and of course take them to market.

As professional speakers and best selling authors, both Warrens’ have over 30 years of combined experience actually walking their talk. More recently their work has resulted in them sharing their methodology with a new breed of knowledge professionalswho want to learn quick and immediately implement.

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About Thought Leaders Blueprint

Warren Cass (Left) and Warren Knight (Right)

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Thought Leaders Blueprint - Core Value Discovery

Why Core Values Matter When Developing a Personal Brand

I used to think core values were pointless. Just words trying to impress a prospect, largely lip service. You know, words like integrity, respect, passion, etc. They seemed like something you felt obligated to do as a business, but I didn’t really understand why.

Experience has taught me that core values are the absolutely critical foundations for every brand and are effective when used across all areas of your business, especially in your marketing.

So what is a core value?

Core values are essentially behaviors. A promise of what you will deliver and that you are prepared to be held accountable to. At Thought Leaders Blueprint we have 5 core values: Authenticity, Nurturing, Action Oriented, Tough Love and Purpose Driven. We look for these behaviors in our prospects, clients and our team because we know we are likely to work effectively with them .

When we look at top brands today we see companies that are driven by their values. From recruitment to strategy, community engagement and of course their marketing.

These brands know that living their core values is critical for marketing. Their employee experience impacts customer experience, which essentially impacts the overall brand experience.

As I mention above, values create accountability. If your behaviour strays from your values, you can be damn sure your customers will let you know. This can mean reputational damage, which in the age of social proof can be costly.

Companies without actionable core values often struggle with marketing. There is no consistent voice, because nobody knows how to behave or express the brand. When you think about it, marketing is about driving behaviors. How can you expect to influence a prospective clients behavior if you are not clear on your own?

Conviction is the mother of effective communication. By building your personal brand around your core values, you will attract your target audiences.

This simple exercise is designed to provoke, and get you thinking about what is important to you. Put the kettle on and set aside some quiet time to reflect.

Of course this is just one part of how we help thought leaders develop their personal brand, albeit a very important foundation.

INTRODUCTION

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Core Values Discovery Exercise

We believe knowing your values, and keeping them front of mind, changes your behaviour and the way you communicate.

Most of us don’t know our values. We don’t take time to consider what’s most important to us. Instead, we focus on what our culture and our media values.

Of course that is not to say we don’t know how we feel about things... we often have a physical or emotional reaction to situations or others behaviours, this is typically because the situation has positively or negatively connected with a value we hold.

Are you able to list the top 10 values that are most important to you?

This exercise is best done with us, but we have written this guide to help you get started.

It is very easy to settle for the values you think you should have rather than putting in the effort to identify what is really important, so well done for taking the time to give this consideration.

Enjoy, take your time and don’t rush.

Step One - Create Your Initial List

Deciding on an initial list of values can be a daunting task. Ordinarily we don’t advise using predetermined lists because values shouldn’t be simply selected; they are either already known to us or revealed to us.

When reading a list, our conscious mind will evaluate which values are ‘better’ or worse than others, so before we read, lets try a simple exercise, the questions on the next page will get you thinking.

Get a notepad or blank sheet of paper to scribble down your thoughts.

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Core Values Discovery Exercise

1) Meaningful Experiences

Consider a meaningful moment in your life—an experience that really stands out in your memory.

What was happening? How did it make you feel or behave? What values were you connect to?

2) Suppressed Values

Now, consider the opposite; remember a time when you got frustrated or upset.

What was going on? What were you feeling? What value was the situation in conflict with?

3) What’s Important

What’s most important to you? What must you have in your life to experience fulfillment? For example excitement? Adventure? Creativity? Personal development? Intimacy? Good health? Fun?

What values must you feed regularly or you start to climb the walls?

4) When You Are In Flow

Think about when you get totally absorbed by a task and lose time, you know those moments of being lost in your work, highly content and highly productive.

What are you experiencing here? What aspects of your work do you look forward to? What values might you be connecting with?

And now for the list... Print off the next five pages and either circle or highlight the values that jump out as important to you.

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Core Values Discovery Exercise

CleverClevernessClientsCoherenceCollaborationComfortCommitmentCommon SenseCommunicationCommunityCompassionCompetenceCompetencyCompetitionCompetitiveComplacencyCompletionComposureComprehensiveConcentrationConcern for OthersConfidenceConfidentialConfidentialityConformityCongruencyConnectionConsciousnessConsistencyContentContentmentContinuityContinuous ImprovementContributionControlConvictionCooperationCoordinationCordiality

BeautyBeing the BestBeliefBelongingBeneficentBenevolentBestBest PeopleBoldBoldnessBraveryBrillianceBrilliantBrisknessCalmCalmnessCandidCandorCapabilityCapableCareCarefulCarefulnessCaringCertaintyChallengeChangeCharacterCharityCharmChastityCheerfulCheerfulnessCitizenshipClarityClassyCleanCleanlinessClearClear-Minded

Above and BeyondAcceptanceAccessibilityAccomplishmentAccountabilityAccuracyAccurateAchievementAction-OrientedActivityAdaptabilityAdventureAdventurousAffectionAffectiveAggressiveAggressivenessAgilityAlertAlertnessAltruismAmbitionAmusementAnti-BureaucraticAnti-CorporateAnticipateAnticipationAppreciationApproachabilityApproachableArdentAssertiveAssertivenessAttention to DetailAttentiveAttentivenessAvailabilityAvailableAwarenessBalance

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Core Values Discovery Exercise

ExcellenceExcitementExcitingExhilaratingExperienceExpertiseExplorationExploreExpressiveExtrovertExuberanceFairnessFaithFaithfulFaithfulnessFamilyFamily AtmosphereFamousFashionFastFearlessFerociousFidelityFierceFinesseFirmFitnessFlairFlexibilityFlexibleFluencyFocusFocus on FutureForesightForgivenessFormalFormidableFortitudeFree-ThinkingFreedom

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DirectnessDiscernmentDisciplineDiscoveryDiscretionDiversityDominanceDown-to-EarthDreamingDriveDurableDutyEagernessEase of UseEconomyEducationEffectiveEffectivenessEfficiencyEfficientEleganceEmpathyEmployeesEmpowerEmpoweringEncouragementEnduranceEnergeticEnergyEngagementEnjoymentEntertainmentEnthusiasmEnthusiasticEntrepreneurshipEnvironmentEqualityEquitableEthicalExceed Expectations

CorrectCourageCourtesyCraftinessCraftsmanshipCreationCreativeCreativityCredibilityCredibleCunningCuriosityCustomer FocusCustomer SatisfactionCustomer ServiceCustomersDaringDecencyDecisiveDecisivenessDedicatedDedicationDelightDemocraticDependabilityDependableDepthDeterminationDeterminedDevelopmentDevotionDevoutDifferentDifferentiationDignityDiligenceDiplomacyDirectDirection

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Core Values Discovery Exercise

LegacyLegalLevel-HeadedLibertyListeningLivelyLocalLogicLongevityLoveLoyalLoyaltyMalleableMasteryMaturityMaximizingMaximum UtilizationMeaningMeaningfulMeeknessMellowMembersMemorableMercifulMeritMeritocracyMeticulousMindfulModerationModestyMotivationMysteryNeatNeatnessNeighborlyNerveNimbleNo BureaucracyNoble

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HumorHygieneImaginationImmovableImpactImpartialImpiousImprovementIndependenceIndividualityIndustryInformalInformativeInnovationInnovativeInquisitiveInsightInsightfulInspirationIntegrityIntelligenceIntensityInternationalIntuitionIntuitiveInventionInvestingInvestmentInvitingIrreverenceIrreverentJoyJoyfulJustJusticeKindnessKnowledgeLastingLeadershipLearning

FreshFresh IdeasFriendlyFriendshipFrugalityFunGalantGenerosityGenerousGeniusGenuineGivingGlobalGoodGoodnessGoodwillGracious/GratefulGratitudeGreatGreatnessGrowthGuidanceHappinessHappyHard WorkHarmonyHealthHeartHelpfulHeroismHistoryHolinessHonestyHonorHonorableHopeHopefulHospitalityHumbleHumility

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Core Values Discovery Exercise

RecognitionRecreationRefinedReflectionRelationshipsRelaxationReliabilityReliableResilienceResoluteResolutionResolveResourcefulResourcefulnessRespectRespect for OthersRespect for the IndividualResponsibilityResponsivenessRestRestraintResultsResults-OrientedReverenceRigorRiskRisk TakingRule of LawSacrificeSafetySanitarySatisfactionSecuritySelf AwarenessSelf MotivationSelf ResponsibilitySelf-ControlSelf-DirectedSelf-Reliance

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PlayPlayfulnessPleasantnessPoisePolishPolitenessPopularityPositivePotencyPotentialPowerPowerfulPracticalPragmaticPrecisePrecisionPreparedPreservationPridePrivacyProactiveProactivelyProductivityProfaneProfessionalismProfitabilityProfitsProgressProsperityPrudencePunctualityPurityPursuePursuitQualityQuality of WorkRationalRealRealisticReason

Non-ConformingNurturingObedienceObjectiveOpenOpen-MindedOpennessOpportunityOptimismOptimisticOrderOrganizationOriginalOriginalityOutrageousOutstandingPartnershipPassionPatiencePatient-CenteredPatient-FocusedPatient-SatisfactionPatientsPatriotismPeacePeoplePerceptionPerceptivePerfectionPerformancePerseverancePersistencePersistentPersonablePersonal DevelopmentPersonal GrowthPersuasivePhilanthropyPlanning

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Core Values Discovery Exercise

WatchfulWatchfulnessWealthWelcomingWillfulnessWinningWisdomWonderWork/Life BalanceWorldwideYes-mindedYouthfulZen

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TemperanceThankfulThoroughThoughtfulTimelinessTimelyTogethernessToleranceToughToughnessTraditionalTrainingTranquilityTransparencyTrustTrustworthyTruthUnderstandingUnflappableUniqueUniquenessUnityUniversalUsefulUtilityValiantValorValueValue CreationVarietyVictoriousVictoryVigorVigorousVirtueVirtuousVisionVitalVitalityWarmth

SelflessSense of HumorSensitivitySerenitySeriousServiceShared ProsperitySharingShrewdSignificanceSilenceSillinessSimplicitySinceritySkillSkillfulnessSmartSolitudeSpeedSpiritSpiritualitySpontaneousStabilityStandardizationStatusStealthStewardshipStrengthStructureSturdySucceedSuccessSupportSurpriseSustainabilitySympathySynergySystemizationTalentTeamwork

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Core Values Discovery Exercise

STEP 3: Group Your Values into Related Themes

Combining all of your chosen values from steps 1 & 2, you will now have a long list hopefully. Probably too many to be useful when creating your personal brand.

So our next step is to chunk these values under related themes. for example;

Values like growth, learning, and development all relate to each other. Values like creativity, innovation, and inventive are all related. So do empowering, encouraging, and supportive are, too. Group them together.

STEP 4: Decide on the Central Theme of Each Group

If you have a group of values that include honesty, transparency, integrity and truth, select a word that best represents the group. For example, integrity might work as a central theme.

You can keep the other words in the group to give your primary value more context in step 6.

STEP 5: Select the Most Important Core Values to You

Now it becomes a little more difficult as you still may have a long list of values. Here are a few questions to help you narrow your list down:

What values are essential to you? What values do you consciously live every day? What values evoke the strongest emotional response in you?

How many core values should you end up with? Too few and it’s unlikely to capture all the unique dimensions of your personal brand. Too many and you won’t do them all justice.

Try if you can to get them between 5 and 10.

One other technique to do this is to compare them. Put two of your values side by side and ask yourself ‘If I had to give one of them up, which one would it be?’ Then take the rejected value and do the same thing with the next one on your list. Repeat until you have your 5 most important.

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Core Values Discovery Exercise

STEP 6: Rank them in the order of importance

This is often the most challenging part. You may need to do this step in multiple sittings. After doing one round, revisit your ranking the next day and see how you feel about it having slept on it.

STEP 7: Give Your Core Values Richer Context

Now it’s time to be creative and give your values richer context..

Take each value and create a sentence to help you articulate what it means to you.

It gives you the opportunity to make the value more emotional and memorable.

Here are a few tips for crafting your values statements:

Use inspiring words. You are more likely to take ownership and keep front of mind.

Use words that evoke and trigger emotional responses.

Consider using the other words from the groups above.

For example,

let’s imagine you’ve identified a core value of Wellness to represent a group containing energy, health and vitality.

Your values statement might be: “Wellness: to live with great mental & physical health and maximum energy every day.”

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Core Values Discovery Exercise

STEP 8: Check the Ecology of Each Value

Once you’ve completed your list of core values, walk away from them and revisit them the next day after a good night’s sleep. Review your list:

How do they make you feel?

Do you feel they are consistent with who you are?

Do you see any values that feel inconsistent with your identity (as if they belong to someone else, like an authority figure or society) and not you?

Check your priority ranking. Do you feel like your values are in the proper order of importance?

STEP 9: Testing Congruence of Each Value

Now you have a prioritized list of your top 5 to 10 core values, why not take a moment to see how well you’re living them.

If you feel the value is important but that you are not necesarily living congruently with it, what changes do you need to make?

Consider how your values come across on your website, social profiles and business communications. Check in with your values regularly making a conscious effort to honour them. Observe if you feel a difference in your level of fulfillment in life.

Lastly consider using your values as part of your decision making process.

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