As credit union leaders, managers, and decision-makers, you’re facing a unique challenge: how do you attract new members and deepen connections with existing ones in today’s fast-paced, digital world? It’s no longer enough to offer great rates and friendly service—people are looking for something deeper. They want to feel understood, valued, and connected. And that’s where shared human values come in.

Let’s face it: meeting/event planners have a tough job. And if you’re in the hotel industry trying to attract them, you’re in for some stiff competition. But what if you could peer into their minds, understand what makes them tick, and tailor your offerings to align with what truly matters to them? Clearly you’d have a major advantage. So that’s exactly what I’ve set out to share with you in this article.

In every keynote I share this simple hack to help folks uncover what people value. The Three Telltale Questions have been tested on people from around the world – they never fail to shed light on what people truly value.

Every business today should do everything it can to help poor old Mother Earth. But if you need an extra incentive to put in the work, consider environmental advocacy as a sales strategy to attract more customers/clients. Here’s how shared values data can help, from a recent keynote to a wide-range of business owners.

If you are involved in B2B sales and marketing, there's an easy way to engage more people and influence the outcomes you'd like to see. All you need to do is give people more of what they truly value. Based on research for a keynote to international businesses gathered in Spain, this post explains how.