Ep 11 - David Allison: Shattering Stereotypes with Valuegraphics

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:

• Website
• Valuegraphics
• Connect on LinkedIn
• The Death of Demographics: Valuegraphic Marketing for a Values-Driven World

Learn more about Mary Knox Miller:

• Thought Leader Media
• Connect on LinkedIn