Conscious work with a Personal Brand is not only a tool for building and strengthening your practice, but also a tool for self-knowledge, and working with values ​​is part of this path. Values ​​are what we also comprehend , we manifest and formalize with clients in the track of work on a Personal Brand. For what? Being in contact with your values ​​and clearly broadcasting them is one of the ways to find your flock: people close in meaning, the opportunity to be seen and recognized by your people. Values ​​are global, desired and chosen creative meanings and life principles. This is what makes life meaningful. How to identify them? Here are 5 criteria: 1. Values ​​are a repeating pattern of behavior, a way of life. What events and phenomena repeat in your life, and what does this mean about your values?2. Values ​​are the result of free choice. They are not the product of logic, external pressure or moral framework. What do you choose no matter what?3. Values ​​are life principles, not goals to achieve. What are the big ideas behind your goals?4. Values ​​are the direction in which you want to move, and not from which you want to run away. Where do you want to go? What phenomena, events and conditions in life? 5. Always available and inexhaustible. In conditions of abundant resources and in conditions of limited opportunities. What will you continue to choose even if you find yourself with limited options? Values ​​are the guidelines for your behavior, they give you a constant sense of direction in life, they are like a compass. Not the end point, result or goal to achieve, but the direction we choose. Values ​​as guidelines are always available and inexhaustible. If you decide to go east, remember: no matter your position, the east will always be there. You do not need to acquire or change anything to turn east. At the same time, no matter how long you go to the east, you will never reach it. As long as there is a path ahead of you, you can always go further east. This gives life meaning here and now instead of constantly searching for the next achievement or stage that will fill it with meaning. How to formulate values: Take two approaches: 1. Ask yourself the question “what makes my life meaningful?”.2. Formulate the value using the formula: Verb (Actions) + Adverb (How exactly actions are implemented) I will give an example of how I reveal my value of self-realization: with curiosity and delight, explore the limits of your capabilities and abilities, recognize your strengths, rely on them, with acceptance and respectfully develop “weak” sides in order to achieve the most beautiful things in your business and life. An analysis of my formulation and examples of the formulation of other values ​​can be found in this article.