After decades in marketing, David Allison recognized that demographics weren’t working. Gender roles are blurring, age has nothing to do with how we behave, and our income doesn’t change what’s in our hearts. It’s our values that drive our behavior.

So he launched the Valuegraphics Project to create the first accurate inventory of core human values for everyone on Earth. After 750,000 surveys in 152 languages, we now have a complete directory of human decision making, and innovative organizations like PayPal, Lululemon, and the United Nations Foundation are connecting with people in new, more profound ways — by honoring what they value.

From deep inside the data, David brings a clear and powerful truth to transform the way we work and the world we live in. “Our values unite us,” he says. “They can light the way for purpose-driven brands and lead us to a values-driven world.”