Values are a critical aspect of identity. Effective leaders know how to surface and manage their own values as well as those of key stakeholders, ensuring alignment between beliefs and behavior. But while values are bedrock for success, often we not aware of their content or power--particularly during a period of change. In this talk, Clinical Associate Professor of Marketing, Deborah Mitchell, MBA PhD will share a framework for surfacing and managing values. Professor Mitchell will draw on her value-assessment research and experiences that span from her most-recent work at University of Wisconsin-Madison to work with corporate contacts internationally---insights shared will include new material from her 2012 consulting in Egypt.