This is an interview that could have gone on for many hours so I hope to bring our special guest back for a part 2 in the near future. David Allison is the founder of Valuegraphics, a prominent research company with organizations such as Paypal, Google and the United Nations Foundation embracing this new way to look at predictive business insights. He joined the program to discuss how shared human values make marketing campaigns more effective, eliminating guesswork and improving their ROI.
David’s research and insights conclude that shared human values impact the decisions that individuals make more than any traditional demographic grouping of age, gender, geography or ethnicity. A writer, global researcher and consultant, his bestselling book, The Death of Demographics, looks at how this revolutionary new way to think can help us make decisions based on 56 human values including money, authority and family.
We are so use to lumping groups of people into demographic categories and then applying over used generalizations to describe them that this interview felt like a breathe of much-needed fresh air. Regardless of age, race or ethnic makeup, we are all motivated by something or many things. Understanding those motivations at a personal level can allow us to connect much better to people and customers in our lives. David and his team were kind enough to send me a copy of his book ahead of the interview and it was so interesting, I read almost the entire manuscript in one sitting. While much of the book is dedicated to descriptions of the individual human values and how they manifest in each of us, the real value is in pondering how you would approach each person in your life differently if you knew which values were most important to them.
While valuegraphics are much better predictors of behaviors and reactions than simple demographic or firmographic audience segments, the concept is still in its early years of adoption so don’t be surprised if you find yourself fighting an uphill battle to implement this research in an old-school company.
To learn more about David and his views:
- LINKEDIN: https://www.linkedin.com/in/davidallisoninc/
- WEBSITE: https://valuegraphics.com/
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