What is the difference between conscious and unconscious values?

Conscious values are how people first rank their values. Unconscious values emerge when those values compete in a “values showdown.”

When completing our Values Inventories, people first their values in the order they think is right. They then play their values off against each other, which produces their unconscious list. Shifts between the two lists often show what really drives their decisions, and they make a rich starting point for a coaching conversation.