The Values Institute
Your values are our purpose.
The global hub for values research, free tools, coach certification, speaking, and training — all in service of one question: what matters most to you?
New here? Find your pathFree · no sign-up required · trusted by 50,000+ people across 114 countries
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The Values App
Not a quiz. A mirror.
It starts with an assessment unlike any other — then keeps going, with a guided course and tools to help you actually live what you value. Most tools ask you to rate a list. Ours makes you choose, one trade-off at a time, because what you sacrifice reveals more than what you like.
It forces trade-offs, not ratings.
You choose between values you care about, one pair at a time. That reveals what you truly prioritize when you can't have everything.
It reads a pattern, not a single trait.
Your choices map a unique profile across forty-eight values, organized into four core dimensions of life.
It weights what makes you distinctive.
Scoring emphasizes the values that set you apart from the wider population — not the ones everyone shares.
It shows the living gap.
You see the distance between the values you hold and the ones you actually live — and how to move closer.
New · The Values Story book
You get a book, not a report.
Finish the assessment and your results arrive as a real page-turning book: cream paper, a corner you can drag, and a cover with your number-one value embossed into it. Inside: your values story written from your actual choices, how to bring your top value to life, your well-being read, and a shareable values card. Made from your answers, free with the assessment.
Five values, five characters: every value in the app has its own hand-drawn animated icon. Hover to meet a few.
The Values App
Your Values
Story
Written from your own choices
Compare
Values are relational.
Discover where your values overlap. Invite your partner, a friend, or a colleague, and you both unlock a shared values profile: what you hold in common, where you pull apart, and what that means for the way you relate. The app even writes the invitation message for you. Free for both of you.
Invite someone you care aboutTeams
Bring it to your team. Free, any size.
Find out what your team actually holds in common. Create a team, share one link, and everyone gets the full personal experience free, no card required. As results come in, you see your team's ten most shared values.
Privacy floor built in: the aggregate view only generates once four people have finished, so no individual's answers can ever be inferred.
Gathering it is free, for any size team. Making sense of it is where we can help: the full Team Values Report reads the mix, the strengths, the tensions worth managing, and comes with a 60-minute conversation guide.
2026 Global Values Report
The Values-Living Gap
We surveyed nearly 10,000 people across 114 countries to measure the distance between what people value and their ability to live those values. The findings reshape how we think about wellbeing at work and at home.
For Organizations
Understand what really drives your team.
Reveal the core values, motivations and dynamics shaping how your people work together — so you can lead with clarity and build a culture that brings out the best in everyone.
Team Values Report
Start your team free: any size, one shared link, no card. Then let the full report make sense of what you gathered, from shared values to the tensions worth managing.
- Free team values for any size team
- Archetypes & motivation styles
- Alignment score & conversation guide
Workshops & Keynotes
Bring values to life through a keynote or interactive workshop tailored to your team.
- Sessions that spark change
- Practical, immediately usable tools
- Delivered by Brad Hook
Values Coach Certification
For independent coaches and in-house leaders alike — get certified to bring this work to your own clients, teams, or organization.
- Full methodology & toolkit
- Assessment license
- Ongoing practitioner support
The Book
Start With Values
by Bradley Hook · Penguin
A practical guide to using your values as a compass for decisions, relationships and work. Endorsed by Harvard's Tal Ben-Shahar.
“Start with Values” provides a compass that can help you navigate the complexities of modern life. It will help you find your north star, your purpose, as well as yourself. If leading a worthy life matters to you, and I suspect it does, I recommend you start with this book.
The Institute
Built on research. Powered by people.
Founded in 2018 by Bradley Hook — author of Start With Values and creator of the FLAME Method — the Values Institute is a global collective of researchers, writers and certified coaches with one purpose: closing the gap between what people value and how they live.
Bradley HookFounder · AuthorGlobal contributors
Insights
Ideas on living by your values
Research, guides and reflections on values, identity, work and wellbeing.
What do you value?
Free, no sign-up required. See your top five values in about three minutes — then discover where your life aligns with them.
Take the free assessment