We are wasting trillions of dollars a year. Here’s how to fix it.

Marketing, advertising, product development, human resources, corporate communications, employee relations, IPOs, branding, fundraising…millions of people who do this work are all focused on the same thing: trying to engage and influence people. And they are all using faulty data to do it. How is it faulty? We still believe that demographics tell us who people are.

The first step in any project is to describe people: the stakeholder groups, target audiences, customers, prospects, employees, or investors…using demographic data. And once we agree that our people are men, between the ages of 25-36 with a college degree, who earn $100,000 a year in a white-collar role, and are married with one kid, we believe we know who we are trying to engage and influence. When in fact we don’t.?

• Around the world, the people within any demographic group (who share the same gender, age, income, etc.) are only 10.5% similar.?
• In other words, there is only a 10.5% chance that they will respond to anything in the same way.?

So, where does that leave us? If you spend one dollar trying to engage and influence a demographically defined group of people, you have about a 10% chance of success. You are wasting 90 cents on the dollar, creating a burn rate across industries of trillions of dollars each year.?

The solution: we need a more accurate way to understand what will engage and influence people. That’s why we created the world’s first accurate record of core human values. The Valuegraphics Database was built from 750,000 surveys in 152 languages, and is accurate for 180 countries. It’s more accurate than you need for a Ph.D. from Harvard.

Why are values better? Because what we value determines what we do. Behavioral scientists have studied this for decades; the idea is not new. All we’ve done is use data to make it useful.

Today we can pinpoint the shared values of any group of people, anywhere on earth. Those shared values are, in essence, the operating system for the group. Armed with valuegraphic data and insights, you know exactly what you need to say and do to engage and influence people 8X more effectively than before.

For more information: www.valuegraphics.com or [email protected]