The 12 Values That Define You

Ever wondered why you behave the way you do?

Deep within each of us lies an internal gauge—made up of 12 distinct sub-meters. Each of these is set at a different level, unique to the individual. Collectively, these settings shape how we respond, decide, and behave in every situation we encounter.

Let’s dig a little deeper. Values are the fundamental beliefs and principles that guide—and guard—our behaviour. Together, they form our signature character, quietly influencing how we interact with the world around us. When faced with choices, it is our values that determine what feels right or wrong, and ultimately, the direction we take.

Each individual calibrates these values differently. Understanding your own “settings” across these 12 core values is essential to understanding yourself.

Values are broad, trans-situational goals—your behavioural soul-print. They reflect what you consider important, worthy, and desirable.

In theory, Shalom H. Schwartz identified 12 basic value types from which most human motivations emerge. The 12 Core Values :

1. Self-Direction

Independent thought and action—choosing, creating, exploring. Ultimately, despite external noise, you act in alignment with your inner compass.

2. Stimulation

The need for excitement, novelty, and challenge. This fuels passion and drives engagement with life.

3. Hedonism

The pursuit of pleasure and personal gratification—what delights and indulges you.

4. Achievement

The importance of personal success—whether through wealth, recognition, or accomplishment.

5. Power Orientation

The desire for status, control, influence, and authority over people and resources.

6. Face

The need to preserve one’s image and avoid humiliation—often reflected in defensive or face-saving behaviours.

7. Security

The importance of safety, stability, and harmony in life, relationships, and society.

8. Conformity

The tendency to regulate behaviour in line with social expectations and norms—ranging from reformist to traditionalist tendencies.

9. Humility

Recognising one’s small place in the larger scheme of things, balanced by a sense of belonging to something greater.

10. Tradition

Respect for and commitment to cultural, social, or religious customs and beliefs.

11. Benevolence

A concern for the welfare of those close to you—what you are willing to give or sacrifice for others.

12. Universalism

A broader concern for humanity and nature—marked by tolerance, compassion, and a sense of global responsibility.

The Core Truth :

Each of us operates based on an internal behavioural map—shaped by how strongly we subscribe to each of these 12 values.

Whether we are aware of them or not, these values are always at work—consciously or unconsciously—guiding our thoughts, decisions, and actions.

But awareness changes everything.

When you consciously recognise your value “settings,” you begin to understand why you behave the way you do and thus modify your path to success.