The operating system for being human is a lot simpler than you'd imagine. We are all driven by our values. But what are these values? And how do we use this information to better understand each other? This week, Melissa talks to David Allison, the trailblazing founder of the Valuegraphics Project.

About David:
David Allison is the Global Values Leader, Human Behavior Expert, and Founder of the Valuegraphics Project. After decades in marketing, David recognized that demographics weren’t working. Gender roles are blurring, age has nothing to do with how we behave, and our income doesn’t change what’s in our hearts. It’s our values that drive our behavior. So he launched the Valuegraphics Project to create the first accurate inventory of core human values for everyone on Earth.

After 750,000 surveys in 152 languages, we now have a complete directory of human decision-making, and innovative organizations like PayPal, Lululemon, and the United Nations Foundation are connecting with people in new, more profound ways — by honoring what they value.

Topics covered:
- Discovering Valuegraphics
- Why demographics are obsolete
- America's top value points
- How personal values evolve
- When Valuegraphics intersect with marketing
- Using value-driven data

Actions to take:
- Look beyond typical demographics
- Use the three tell-tale questions
- Make your stories about something that matters

Resources mentioned:
- Valuegraphics
- "Smart Talk: Public Relations Essential All Pros Should Know"
- "Innovate with Valuegraphics"
- "We Are All The Same Age Now"
- MVW Communications
- PR Pro Gear