« The Human Impulse to Beautify | Main | P2P Technology Tools »
Cardinal Values
It is no secret among cultural sector marketers that our audiences bring considerable education, affluence, and vitality to the table. They are - compared to their peers - blessed in most senses of the word.
While we often effectively communicate to these people in lifestyle terms, sometimes we forget to infuse our appeals and language with their orienting values.
Poring over the literature, the research, and filtering and sorting through these large tectonic value movements, I believe that the following values are cardinal in their importance:
• Simplicity
• Life-long learning
• Sense-making (finding meaning)
• Experience over things
• Health
• Reflection
The ongoing process of refreshing and reinventing our relationship with our audiences requires that we create value-resonant programming and messaging.
It's been said that since people have equitable access to information, they must act according to impulses beyond informationally driven ones. More and more, these impulses are values.
Value has an important double-meaning when it comes to our work. We create value by honoring values.
Posted on May 19, 2006 07:49 AM | Permalink
Bookmark with: 
del.icio.us, 
StumbleUpon, 
digg