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Ep 2.3 - David Allison: Shattering Stereotypes with Valuegraphics
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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:
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