Values are ubiquitous. Everyone has values – even those who may be said to have ‘no values’ due to disagreeable or unethical behaviour. Our values determine what we focus on, what we pursue in life and how we behave in the process. They shape how we see the world, how we see our challenges and how we identify solutions. Values are at the heart of how homes, organisations, governments and societies function. They are central to how we live our lives.

Getting the tone of a message right, in whatever form, is an art. And there will always be alternative ideas and suggestions for improvement. In most cases, though, if you want your message to have its desired effect then it’s a good idea to make sure that your ego is kept well away from it.