I think about values a lot.

In fact, one could say it's part of my job.

When I started my career in freelance design, I choose to focus on branding.

As many "creatives" can tell you, everyone's process is different. As a professional, it's part of what makes you who you are.

For as long as I can remember, I've always started my branding process by identifying the values of the client, whether they are a company or an individual.

In my mind, a brand isn't successful unless the individual pieces reflect its values and beliefs. 

Naturally, this fascination with values has made its way into my personal life.

Even though people tend to connect over shared interests, joining fantasy sports leagues or book clubs, I've noticed deeper connections when I share values with someone else.

This doesn't mean we completely align - I would argue that this is unrealistic.

Usually, this connection follows one of the following trends:

  1. We share one or two of our most important values
  2. We share many values that aren't as crucial

If I had to guess, first-time conversations don't usually reach this level of depth. Some people may even find it off-putting in the beginning.

If you ask me, life is too short to spend it with people who don't share your values.