In the recent past values were considered one of the key ingredients to a successful attempt at persuasion. If you knew and understood what someone’s values were, you could simply package your communication around them and presto… you had their button pushed.
It would be great if that were so, but unfortunately (or maybe fortunately depending on how you look at it) the human brain is not so simple. The reality of the matter is that it takes quite a bit more to successfully persuade someone. That being said, values are an important, powerful and integral part to being able to understand and communicate effectively with someone. As a matter of course, a professional communicator necessarily needs to thoroughly understand human values to be effective.
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With this clear overview of Value Systems, we are now ready to really dig into the meat of our Professional Series. Tomorrow we will talk about the Values Theory and how each of these values systems interacts with each other to develop a predictable personality in someone. This will give us a much better idea of how these can be used in strategic communication. If you have questions, please feel free to try me on Skype.
