The values compass
Tap or drag anywhere in the circle to set what matters most to you. The values you lean toward light up; the ones on the far side fade back.
Openness to change
Self-
enhancement
Conservation
Self-
transcendence
A balanced, dead-centre position prioritises nothing in particular. Lean somewhere to see your priorities form.
This is Shalom Schwartz's value circle. Neighbouring values support each other; values on opposite sides conflict, which is why no one can hold both sides at the top of their list. The same circle turns up across more than thirty countries (Schwartz, 1992; Bilsky, Janik and Schwartz, 2011). For a message or a brand it means you cannot credibly stand for opposite values at once: pick an arc and stay on it.