The Values Institute
Discover what truly matters to you.
A research-backed values assessment that reveals your core values, your archetype, and the gap between what you believe and how you live — so you can close it.
Trusted by 50,000+ people across 114 countries
People from these organizations have used the assessment or worked with our team
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.
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
Discover what your team stands for, how you work together, and where your greatest strengths and tensions lie.
- Shared values & alignment score
- Archetypes & motivation styles
- Actionable recommendations
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.
About
Built on research. Designed for real life.
The Values Institute was founded by Brad Hook, who has spent two decades working at the intersection of human performance, workplace culture and technology.
Author of Start With Values and creator of the FLAME method, he has delivered this work with organizations including PwC, Shell, Bridgestone, Electronic Arts and Fletcher Building. His approach draws on values psychology, predictive-processing neuroscience and the wisdom traditions.
Read the full storyInsights
Ideas on living by your values
Research, guides and reflections on values, identity, work and wellbeing.
What do you value?
Free, and about 15 minutes. Discover your core values and where your life aligns with them.
Take the free assessment