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What if everything you thought you knew about connecting with people was missing one key ingredient?

Kara Mastel sits down with renowned human values expert David Allison, the founder of the Valuegraphics Project, to explore how understanding core human values—not just demographics—can revolutionize communication in agriculture and beyond.

Fresh off his keynote at the Alberta Beef Industry Conference, David shares how values like financial security, personal growth, and happiness are the real drivers behind public support and behavior.

With practical examples and a compelling look at how values-based storytelling can shape perception and build industry allies, this episode is a powerful playbook for beef producers—and anyone—looking to truly connect with audiences.

Listen For:

01:27 – What Are Valuegraphics?

08:56 – Beef = Financial Stability? Let’s Talk Economics

17:43 – Talk About What Works: The Three-Value Rule

28:31 – Demographics Reinforce Stereotypes—Here’s the Fix

GUEST: David Allison

Website | LinkedIn

David Allison is a human values expert, CEO of a global research firm, and 2X best-selling author. As the founder of the Valuegraphics Project, he created the first global inventory of core human values, transforming them into measurable data. David helps major brands like PayPal, Google, and the United Nations Foundation connect with people by honouring their values.

His work is featured in college textbooks and prominent publications like Harvard Business Review and Forbes. His latest book, The Death of Demographics, has been praised as "convincing, insightful, and revolutionary."

CONNECT WITH HOST: KARA MASTEL

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