What if brands stop guessing what their target audiences want? What if there was a way to turn values into a measurable business metric?  In this episode, the brilliant David Allison joins us to talk about Valuegraphics, the method he created to understand how people make decisions based on their values. David is a Speaker, Human Values Expert, Behavioral Scientist, Author, and Founder of the Valuegraphics Project. In his latest book, "The Death of Demographics: Valuegraphic Marketing for a Values-Driven World," David explains why demographics (people's age, gender, income, etc.) and psychographics (preferences, liked content, online behavior, etc.) are ineffective to create a genuine connection with target audiences, and using Valuegraphics to create values-driven marketing strategies is the definitive solution to the inaccuracy of demographic-based profiles.  Throughout this episode, David talks about why values-driven organizations stand out and develop more meaningful connections with their audiences and how Valuegraphics can help brands develop personas with feelings and emotions. You'll also hear about David's purpose, biggest fear, the secret to becoming famous, and more. Tune in to episode 85 of The Brand Therapist and learn more about the life-changing concept of Valuegraphics.  In This Episode, You Will Learn: About David's background and Valuegraphics' origin (3:00)David explains how Valuegraphics works (5:30)A turtle's funeral and the birth of an entrepreneur and performer (12:50)The secret to becoming famous (15:10)David talks about his greatest fear (21:20) Resources: Book: David Allison - The Death of Demographics: Valuegraphic Marketing for a Values-Driven World Connect with David: WebsiteValuegraphics LinkedInYouTubeTwitter Let's Connect! WebsiteLinkedIn Hosted on Acast. See acast.com/privacy for more information.