Exercise: Your Values in Action Tracker™

This exercise is designed to help you narrow down your top values. Doing so can be tricky—you may find yourself focusing on values that are aspirational, rather than those that show up in your day-to-day life. One way to zero in on the values that are central to who you are today is to look at the decisions you make about spending—and, specifically, the companies you choose to hand over your hard-earned money to.

  1. Spend a few minutes thinking about three or four brands you boycott or have made a conscious decision not to support. On the tracker, list each brand, whether you oppose or feel conflicted about it, your rationale, and your personal values that conflict with the brand.
  2. Next, think about three or four brands you’re passionate about supporting and why. List each brand on the tracker along with whether you support it, your reasons for doing so, and your personal values that align with that brand. If specific brands don’t come to mind, list organizations you support by donating money or volunteering your time.
  3. As you reflect on values that conflict with or align with a particular brand, review your selections from the values list.

Download a Values in Action Tracker template here.

Example:

BRAND

SUPPORT, OPPOSE OR CONFLICTED

RATIONALE

VALUES

Walmart

Oppose

• Treats employees poorly

• Destroys small businesses

• Peddles fast fashion and low-quality products

Fairness

Community

Quality

Responsibility

Accountability

Nike

Conflicted

• Treats women in the company poorly

• Provides unsafe and unhealthy conditions for factory workers

• Creates ad campaigns elevating community support to divert attention from internal issues

Fairness

Equality

Diversity

Integrity

Responsibility

Beautycounter

Support

• Makes non-toxic beauty products

• Lobbies to change beauty industry standards

• Empowers women

Transparency

Integrity

Equality

Health

Sustainability

“Whyography: Building a Brand Fueled by Purpose” is a guidebook to clarifying your WHY, developing your Whyography and confidently communicating it with the world. The book includes dozens of exercises and examples, plus the inspirational stories of more than 30 fierce founders who are leading with their WHY. Author Chris Olsen also shares outrageous moments from her 12-year radio career and how the moments that tested her values ultimately led to the launch of her own purpose-driven business.

‘Whyography: Building a Brand Fueled by Purpose’ Book by Chris Olsen
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