Communication Ideas for Leaders & Managers

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From another perspective, consequences help us move from the concrete to the abstract. We can touch or experience features directly; that takes no imagination. Values, on the other hand, are all in the mind; they can't be touched or experienced in the same way. For example, wash your hair with this shampoo, which contains ingredient X-15 (a feature) and you'll feel more confident (a consequence) when you go out for an evening, and a feeling of confidence helps you enjoy social occasions (a value satisfier, and ultimate result). You've no doubt seen this strategy used in shampoo commercials and display ads. Which makes sense, because most of us don't value nice hair for its own sake; we value it for social reasons.

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