10 Insights & Ideas communication and engagement strategies. Your mission? Become a trusted source of stability in their lives. Try This: Use social media to share practical, actionable content that teaches new skills and solves industry-relevant issues. Even simple tips like faster ways to handle new regulations or chatGPT prompts to speed up routine tasks can be incredibly valuable. The goal is to link your association with that satisfying feeling of “getting things done” and the stability it brings. Brainstorm This: Could you create a series of how-to videos or guides addressing common challenges in your field? These don’t need to be fancy—you might find eager volunteers within your organization to create and share these resources. Independence: Celebrating the Trailblazers For association members, Independence means avoiding unnecessary control over their lives. This shared value offers another great way to connect their relationship with the association to their core drivers. Idea Spark: Why not introduce awards that recognize members who’ve blazed new trails, challenged norms, or shaken up the status quo? This not only honors their value of independence but also encourages innovative thinking and leadership within your organization and theirs. Think About: Take a moment to reflect on your members’ achievements. How can you spotlight those who’ve demonstrated independence and innovation? Could you create a platform for them to share their stories and inspire others? No More Guesswork These three shared values and the ideas we’ve discussed might not seem revolutionary at first glance. But here’s what makes them unique: they’re based on solid data, not guesswork. We identify these Power Values using an extensive survey process and rigorous statistical analysis that’s more precise than what’s required for a PhD from Harvard or Yale.* Why focus on values? Because they drive everything people do—from choosing where to live and work to how they lead their lives. By understanding and leveraging these specific core values, you can create more meaningful and effective strategies based on facts and data instead of hunches and opinions. Step 2: When Storms Brew Let’s be real: there will still be storms— moments when people with opposing viewpoints clash. Given the state of the world, how could there not be? If you’ve laid the groundwork with the three Power Values as we’ve discussed, the weather might be a bit less severe. But disagreements will still happen. When they do, the Power Values can help. People never truly resolve a conflict until one thing happens first: they must see themselves in each other. They need to find common ground. The common ground you can rely on is their shared values. I’ve had success using what I call the LEAD conflict resolution model. While it might not work in every situation, try to bring the conversation back to the three Power Values at each step of the process. The L.E.A.D. Conflict Resolution Model L – Listen Practice active listening and let everyone have their say. Keep an ear out for connections to the Power Values. If it’s not immediately obvious, don’t be afraid to ask “Why?” to encourage deeper explanations that might reveal underlying values. E – Empathize Acknowledge the emotions and feelings behind what’s being said. Try to reframe key points to align with the Power Values. A – Adjust Reframe the discussion so both sides can see how they’re actually on the same page. Show them how the root of the conflict often traces back to different ideas about the same values. D – Discover Brainstorm new ways to give both sides the values alignment they’re looking for. Bringing It All Together By creating a strong connection between members’ core values and what your association provides, and by anchoring difficult discussions in shared values, you can lead more effectively in challenging times. Remember, the ideas we’ve shared here are just starting points. Use the values of Loyalty, Personal Responsibility, and Independence to create your own tailored strategies that fit your unique organizational context. When you lead with values, you build stronger, more united, and more resilient associations. And that’s something everyone can agree on, no matter their perspective. Values are the answer. Now, let’s put them to work! David Allison is a human values expert, CEO of a global research firm, best-selling author, and international speaker. *The data and insights discussed in this article come from the Valuegraphics Database, the first statistically accurate global inventory of shared human values. The database was created from a million surveys in 152 languages across 180 countries. Valuegraphic Profiles access this data through a unique methodology and yield results that maintain a +/-3.5% level of accuracy and 95% confidence. For more information, visit www.valuegraphics.com.
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