Why do our values motivate every action and decision?

People who want to make a difference enliven me, I admire compassionate people and people who demonstrate grit inspire me. 

Spending time with people who share my ethos energise me. For a long time, these feelings were subconscious. Then I became aware that some people make me feel on top of the world, and others drain the living daylights out of me. Through observing my thoughts and feelings, I noticed that it was people who share my values that make me feel alive.

 As I developed Everyday People I became increasingly passionate about helping people find others with a shared ethos. This drove me to further understand my own values and research why people with shared ethos energise and inspire me. My research would also help me make more sense of my journey to find fulfilment and purpose.

What are values? 

So what are values?

The Cambridge English Dictionary states - values are the principles that help you to decide what is right and wrong, and how to act in different situations.

The Oxford Dictionary defines values as principles or standards of behaviour; one's judgement of what is important in life.

In my research, I came across Richard Barrett, a globally recognised thought leader who has spent decades researching values.  

 Barrett defines values as 'energetic drivers of our aspirations and intentions.'

Essentially, our values consciously or unconsciously motivate every decision made or action taken.  

Values are a reflection of our needs. 

Barrett developed 'The Barrett Model'. Inspired by Abraham Maslow's Hierarchy of Needs and tested this model over more than two decades with thousands of organisations, the model identifies the seven areas that comprise human motivations. These range from basic survival at one end to living a purposeful life at the other.

Barrett states that the decisions we make are a reflection of our values and are always motivated by a specific purpose - the satisfaction of our individual and collective needs. Values reflect our met and unmet needs and that our needs change, therefore our values change as we go through the seven stages of development. For example, if we have unmet stability needs we are more likely to be motivated by financial and physical wellbeing than we are by a life of service.

 The Barrett Personal Development Model

Both Barrett and Maslow found that ultimately humans aspire to live a life of contribution.

 “It doesn’t matter how big or small your contribution is, what is important is fulfilling your soul's purpose. Alleviating suffering, caring for the disadvantaged and building a better society are some activities you might want to explore at this stage of your life. On the other hand, your contribution may be simply caring for the life of another.” Barrett, 2018, Everything I have learned about values.

It has been acknowledged that there are many people who seek to make a difference yet don’t have their basic stability needs met. However, if a person is safe, has financial stability, is loved, feels secure among their peers, has discovered and can express their talents, they are in an optimal position to live a life of social contribution.

My journey mirrored the model

About 5 years ago I began to think about the meaning of life. I started to try to find my 'purpose'. I read countless books including 'Man's Search for Meaning', 'Start with Why' and 'Find your Why'.

I quickly figured out that I wanted to help make the world a better place but I couldn't put my finger on the best way to do it. Looking at Barrett’s personal development model has helped me make sense of my journey so far and where I aspire to be. 

Building stability

I'd started a new business, so before anything, I had to stabilise my finances. 

I knew that if I wanted to make a difference to others, I needed to focus on my physical and mental wellbeing. I started yoga again, I walked at least 6 miles daily, I took up bouldering, I ate well and drank less. 

Sense of belonging

I wrote a list of everyone important in my life and considered how I could nurture those relationships. 

Focus on achievement and consciously evolving

Then I started to figure out my passions, skills and abilities and how I could use them to live a life of purpose. I felt that making a difference to others (even in a small way) would give my life more meaning and hopefully help make the world a better place.

I aspire to reach social contribution but feel that I'm around the meaning and purpose and community involvement stages of development.

Understanding your values, needs and motivators

Most people are not aware of their values, because they have never reflected on what is important to them. Taking the time to identify your values helps you to discover what motivates you.

Barrett found that when we live according to our values consistently and repeatedly over time, we experience a sense of satisfaction.

While gaining insights into why my values affected my behaviour and feelings I met Paul Lillywhite, Director of Lillywhite Consultancy, an organisation that focuses on enhancing people, teams and cultures.  Paul invited me to take a free personal values assessment.

The assessment involves answering a range of value related multiple-choice questions to identify what motivates you in a work environment. 

The assessment identified my major motivators as ‘business ethics’, ‘freedom of lifestyle’ and ‘need for growth’ - which is absolutely spot on.  My assessment also correctly identified that 'financial reward' and ‘prestige’ are demotivators.  

Paul has generously extended the offer of a free assessment to readers of this article. Follow the link and mention Paul’s name when completing the form.

I also completed Barrett Values Centre Personal Value Assessment.  

The Barrett values assessment focuses more on identifying personal values and where they sit in the seven stages of life development.

You can take the free assessment here. Here are my results to give you an idea of the depth of the report.

 I also found the free personal values 45 min course insightful

The importance of understanding the needs and resulting values of those you work with

In one of the best-selling books ever on business - In search of excellence, Peters & Waterman state ‘clarifying the value system and breathing life into it are the greatest contributions a leader can make.’

Barrett’s research found that when a person’s needs are met by a company they are working with they feel a bigger sense of commitment.  I can relate to this from personal experience, I work harder and feel a sense of fulfilment when I’m making a difference, able to develop my skills and knowledge, with the freedom to choose how and when I work.

If people's needs are unmet, they will show up with fear and be motivated by limiting values such as blame or status-seeking.

The culture of an organisation is a reflection of the values and beliefs of current leaders as well as the legacy of the values and beliefs of past leaders. 

Barretts Organisation Model illustrates an organisation's stages of development, their needs and some motivating values. 

If your values are vague, cheesy goals written on a wall or listed on your website, people will see straight through them.  A company's values are palpable. Whether we like it or not, they are evident in our everyday actions.  For example, an organisation doesn't demonstrate ‘trust’ if they micromanage or isn't environmentally responsible if they are not continually taking action to lessen their impact. 

Purpose and making a difference

Understanding my values and what drives me has given me more confidence to speak about what is important to me and is a magnet to people who share my values and vision. 

It’s Simon Sinek’s Celery Test in action.  We are constantly seeking advice - how to be a better parent, build a better business, serve our community better etc. We read books and articles and we ask friends. The Celery Test helps us to decide what to do and makes it easy to identify those with a shared ethos.

 In this clip about finding a fulfilling life, Simon describes the celery test (3:45 mins)

I feel it's important we find people who share our need to make a difference and want to make the world a better place because together we can make a bigger impact. 

You can find out more about Everyday People and our mission on our website.