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Dec. 10, 2024
282: Why Values Matter in Food & Beverage: A Revolutionary Approach
Tracy sits down with David Allison, founder of the Value Graphics Project and author, to delve into a revolutionary approach to food and beverage at events. David's extensive research, using a global dataset from one million surveys, debunks traditional demographics, highlighting shared human values instead.
✨ We discuss how understanding attendees' values like health, well-being, and social standing can transform event planning. For instance, at high-status events, prioritizing luxuries like aged champagne aligns perfectly with social standing values. 🍾 Furthermore, David’s innovative "valuegraphics" method replaces outdated demographics, using AI and social media to uncover attendees' core motivations.
From his personal stories, like baking bread for others, to my childhood dream of being a crossing guard, we explore how our values shape our lives and decisions. 🚸 We also emphasize the challenge of diverse dietary needs at events and propose solutions, like personalized minibar stockings, that enhance attendee experiences.
Discover David’s insights on creating meaningful, value-driven events, his collaboration with Google Xi on a "belonging playbook," and the humorous anecdotes like organizing an introvert’s parade. 🎉
Tune in for a thought-provoking conversation on aligning event strategies with core human values to foster genuine connections and inclusive environments.
Heard on the Episode
"Events should reflect the values of their attendees, not just their demographics." ~ David Allison (08:12)
"Values are the glue that binds people together, beyond age, gender, or job titles." ~ David Allison (11:45)
Key Topics Discussed
Values Over Demographics
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Tailoring events based on attendees' values.
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Example: Blue-collar tradespeople valuing service to others.
Understanding Individual Values
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Three "tell" questions to uncover values.
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Why people work, give lottery winnings, or advice to their past selves.
Event Planning & Inclusivity
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Catering to dietary needs and personal preferences.
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Stories illustrating the importance of accommodation and empathy.
Practical Applications
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Using "valuegraphics" for profiling large groups.
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Strategic application in marketing and event design.
Challenges & Solutions
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Operational challenges at events, such as language barriers.
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Personalized minibar stocking and better communication tools.
Key Takeaways
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Values-Based Decision Making: Plan events by understanding and incorporating attendees' core values rather than relying on demographics.
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Enhanced Engagement: Profiles and value-aligned roles improve employee engagement and retention.
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Inclusivity: Accommodate diverse dietary needs to ensure everyone feels included and valued.
Tips
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Start Early: Understand your attendees' values through surveys and social media analysis.
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Effective Communication: Ensure clear dialogue about dietary restrictions and preferences.
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Personalization: Customize amenities like minibar options to enhance attendee experiences.
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David Allison
Founder & CEO, Valuegraphics Project, Human values keynote speaker
David Allison is the world’s leading authority on human values and the CEO of a global research firm, with two best-selling books and an international speaking career.
He is focused on changing the way we understand ourselves, the people around us, and those we hope to engage with our work.
As the founder of the Valuegraphics Project – the first global inventory of core human values – his team has transformed human values into measurable data and created an entirely new type of human-centric insights. He helps big brands like PayPal, Five Star School Supplies, the United Nations Foundation, and Google connect with people by honoring their values.