This exercise is from the book “Whyography: Building a Brand Fueled by Purpose” by Chris Olsen.

This exercise is designed to help you narrow down your top values. Doing so can be tricky—you may find yourself focusing on values that are aspirational, rather than those that show up in your day-to-day life. One way to zero in on values that are central to who you are today is to look at the decisions you make about where you allocate your time, money and expertise—and, specifically, the companies and causes you choose to devote your resources to. Create your Values in Action Tracker using this example as your guide:

(Note: If reading on a phone or tablet, rotate the device to view the screen in landscape mode.)

Spend a few minutes thinking about three or four companies or causes you have made a conscious decision not to support. Perhaps you don’t like the quality of the products or have had a bad customer service experience. Maybe the company or founder have political or religious affiliations that aren’t in line with your views. Also consider brands you feel conflicted about supporting. Perhaps you don’t agree with the company’s philosophies or practices, but you purchase their products anyway, because they give back in some way, or they’re affordable, convenient or delicious—but you feel regretful about it. On the tracker, list each brand, whether you oppose or feel conflicted about it, your rationale, and your personal values that conflict with the brand.

Next, think about three or four companies or causes you’re passionate about supporting and why. Consider the kind of car you drive, the clothing labels in your closet, the beauty brands you use, the food brands you consume, and why you choose those brands. Reflect on brands you consistently recommend to others and companies you revere because they support causes that are important to you. List each brand on the Values in Action Tracker, note that you support it, your reasons for doing so, and your personal values that align with that brand. If specific brands don’t come to mind, list organizations you support by donating money or volunteering your time.

As you reflect on values that conflict with or align with a particular brand, review your selections from the list in the previous values exercise and add more as needed.

About the Book

Every day in America, women business owners are denied access to resources to achieve success. But a growing community of fierce founders is refusing to settle for the status quo. They’re rejecting gender and cultural biases and taking matters into their own hands. They know what they stand for, and they want everyone else to know too. They’ve made a monumental shift in the way they talk about their business. Rather than focusing on WHAT they do, they’re leading with their WHY.

A Whyography is your founder story fueled by purpose. It combines the principles of storytelling and the power of purpose to honor your journey and what it took to get where you are today. It articulates the problems you’re solving and the difference you’re making in the world. Your Whyography connects you with consumers, investors and employees who align with your values, revere your brand, and become your biggest advocates.

This guidebook to developing your Whyography includes dozens of exercises and examples, plus the inspirational stories of more than 30 fierce founders who are leading with their WHY.

About the Author

Chris Olsen is a book designer, publisher, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded publisher dedicated to educating authors and elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.