Values is an interesting topic and one I never gave much thought to quite frankly until I became a coach and a business owner. I always knew that values were fundamental to the process of discovering our true selves and our passions; However, it wasn't until I went through my own process of re-discovering and identifying my values, that I witnessed their transformational effect.

My motivation was my business. My former business name, Planning Pathways, didn't truly express who I am and the value I offer clients. I knew that I needed to tap deeper into my true Self and conduct some real soul-searching in order for the brand to emerge & declare herself. So I decided to become my own client and go through the process of defining my values (in my case it was re-defining) so I could re-connect with my authentic self and extend that self in my branding.

Discovering your values is a process that includes looking at a extensive list of words & phrases and choosing all the ones that speak to you. Then, narrowing the list down to 10 that you feel are the most important. From your list of 10, you then identify 4 or 5 that you consider to be your core essential values. Mine are: Connect, Teach & Inspire, Learn & Grow, Fun, and Beauty. Looking at these words/phrases makes me smile because I know they truly define who I am in all areas of my life. For example, Connect is fundamental to me personally & professionally as I get my energy from connecting with people at work and at play.

This entire process was foundational to the eventual work that I did with my marketing consultant/web designer. Being prepared, and knowing who I truly am, and the value I provide, was a springboard for my designer to come up with a name and image that truly expressed the services I provide and the tangible resources I have available. Also, knowing at my core that Beauty is a must, the feminine aspects to the brand emerged.

Here are some questions to consider:

1. You are a product: What are you and why? For example, you could be Cotton because its the fabric of our lives, or L'Oreal because you're worth it. You get the picture.

2. What are the words and/or phrases you'd use to describe your values? For a list of words, feel free to email me and I'd be happy to send them along. Then, once identified, ask yourself: Am I living out my values each day in all areas of my life?

3. Think about what you truly love to do - what makes you happy - what would make you jump out of bed in the morning? What are your truly passionate about? How do these words/phrases align with your values?

This experience taught me that planning a business is an inside job - and that if you don't tune-in to who you are and what you're passionate about then the biz will not sustain itself. In business school I was taught to see what the market needs and then meet that need - I still agree with that concept, but only after you've done the internal work to understand what your own value and contribution to the world.