Have you ever stopped to wonder how the intention behind your communications affects the way those messages are heard by your audience? Better yet, how they’re felt by your audience? For far too long, the focus has been on the external actions we and our brands take, with little to no regard for the internal values that power them.

In this lesson, Flavia makes a case for doing the opposite. Her suggestion is that we focus on architecting the right hierarchy of values for ourselves and our brands first.

Exercise 1

Before continuing to the next lesson, draw the empty pyramid of values on a piece of paper and try to fill it—not once but twice. For the first pyramid, think of the state of communications around you. What do you think a majority of content producers value most and value least? Then, for the second pyramid, think about yourself creating content. What do you value most and what do you value least? Finally, how do those two pyramids compare?