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How do you determine someone’s values? As a Master Practitioner in Psychology I ask them: “What’s important to you in . . . ?” They would invariably have an answer prepared; one they had tested on themselves and one which felt comfortable. The psychologist's skill lies in using strong rapport to ask them what’s important to them in that answer. You can do that several more times until their true values are revealed. It's a safe rule that their true values were of greater value to others than the superficial values they suggested at the first level.

When I decided to utilise my name as a global brand, it was my turn to be questioned. It was tough! 

Some of those helping me suggested words they believed represented the true values in the Dr Harley brand. They utilised a psychology tool often wielded very skillfully by children: simply ask why and keep asking why each time an answer is given. With children it’s called being precocious — with psychologists it’s called wisdom. For those helping me it seemed more like revenge! Apparently I’d used this combination of “What’s important to you in . . .?” and “Why?” with some of them and they greatly appreciated their new understanding of themselves. Now they were asking what benefits people would gain from developing confidence and trust in the Dr Harley brand.

But enough of the journey; what was revealed? 

A sequence of about 20 words which I was then challenged to rank. It was like looking at myself in a mirror with many cracks and being asked to put a priority rating on each part of the picture. All the parts were obviously me but which ones should the team use to best represent the Dr Harley brand; and in what order?

Care. That’s what I’ve inherently done all my life. I cared about others; especially for those I felt were not being adequately cared for by the establishment.

Trust. I have a weakness in that I trust people. Very rarely I’m proven wrong yet I’ve always preferred to keep doing it.

Confidence. I spend a lot of time examining the options and having decided which is most beneficial, I grasp it with confidence and conviction.

Leadership. I had no inherent desire to lead anyone. Then someone asked me a piercing question. “If I was going my way anyway, was it my concern if others chose to follow?” I battled with that one for some time until I realised I was favouring another word.

Inclusive. So much energy is wasted in being exclusive. If our values align, let’s combine our resources.

Those are the five highest ranking values in the Dr Harley brand. 

What happens when you genuinely care about others, trust them and earn their trust, have confidence in your convictions, are happy if others want to follow your lead and share the credit of achievements with those who do? You have a very progressive team in which each person benefits and feels comfortable.

If this feels right, share it with those you know will want to share the Dr Harley brand values.