More than 62 million people watched the presidential debates. Amazingly half the country selectively heard one message while the other half heard something completely different.  What made the difference were the personal values people used to filter and interpret what they saw and heard.  Values are what drive behavior in politics, commerce, and your business.

Successful companies often assume that if sales are good, then their branding must be effective. They often pay little attention to what actually sustains their brand and reputation,...