It was a total pleasure to have a conversation with Alan exploring his recent book, ‘The Values Economy’ - a practical tool designed to help organisations fine tune their business to be truly values driven.
For over 20 years, Alan has worked with organisations developing a values driven approach. In our podcast he shares, how he got started working in values, why he developed the book - and importantly, what the values economy is.
Alan describes the values economy as a ‘perfect storm’ driven by three factors - 1) choice, 2) communication and 3) control.
We explore the difference between purpose and values - Alan tells us,
“Purpose and values are best friends, a bit like Laurel and Hardy - you take one away and it’s just not as effective. Purpose is the why you exist - values are how you are going to go about what you want to achieve.”
We delve into his view on marketing and the role marketing plays - discussing that marketing is no longer purely about persuasion but rather - it’s about making sure that everything that happens in the organisation is perceived by its values.
He asks the question, “As a marketer - would you rather be a master of persuasion, or a master of authenticity?”
Packed with practical examples, metaphors and insights - Alan’s message is very clear - and pretty simple. When it comes to values… “Do what you say”.