United Kingdom Northwest Values Assessment 2009 Key Messages

United Kingdom Northwest Values
Assessment 2009
Key Messages
www.valuescentre.com
www.valuescentre.com 1
North West United Kingdom
• £119bn Gross Values Added

• 7m people
• 247,000 businesses
What do people see now?
1. customer satisfaction
2. teamwork
3. cost reduction
4. achievement
5. accountability
crime/violence (L) 6. commitment
2. uncertainty about the 7. bureaucracy (L)
future (L) 8. being the best
3. unemployment (L) 9. profit
4. wasted resources (L) 10. long hours (L)
5. bureaucracy (L)
6. apathy/ pessimism (L) 19% Entropy
7. blame (L)
8. conflict/aggression (L)
9. poverty (L)
10. community pride
43% Entropy
What did they want?
1. customer satisfaction
2. accountability
3. commitment
1. community pride 4. continuous improvement
2. affordable housing 5. adaptability
3. caring for the elderly 6. achievement
4. caring for the 7. teamwork
disadvantaged 8. employee recognition
5. employment opportunities 9. loyalty
6. quality of life 10. coaching/mentoring
7. economic growth
8. concern for future
generations
9. community services
10. dependable public
services
*Matches with current culture
What is the underlying nature of NW people
Personal Values of the NW People
caring
family Our lives are about strong relationships
humour/fun and making a difference to those
friendship around us.
respect
honesty You can trust us.
trust We will do what we say we will do.
fairness
listening We stand for justice and tolerance.
patience
This is the true nature of the NW people. When people (of any race) get caught up in a toxic
environment of fear, these positive values often get repressed and unhealthy, selfish, even
violent behaviours emerge. Some people will stick to their positive values even under
extremely hard conditions. This is called strong personal values resilience.
How do people see NW society?
Current Societal Values of the NW People
crime/violence
conflict/aggression We do not feel safe.
blame
uncertainty about the future We are living every day

poverty with fears about survival.
unemployment
wasted resources We are frustrated by bureaucratic
bureaucracy systems and wasted resources.
apathy/pessimism
community pride We feel a sense of community.
Current Business themes
Current Business Values of the NW People
customer satisfaction We take pride in what we do and the

achievement customers recognise the value of our work.
being the best
cost reduction We recognise the need for financial viability.

profit
teamwork Trust and collaboration
accountability stand behind our success.
commitment
bureaucracy Inefficiency is holding us back
long hours from realising our potential.
What are people looking for?
Desired Societal Values of the NW People
caring for the elderly Support for the people who have the
caring for the disadvantaged least. We want a social safety net for all.
employee opportunities
Elevating the standard of living
quality of life
and financial viability.
economic growth
community pride Building community cohesion.
affordable housing
concern for future generations Development of programmes that
community services intelligently plan for the future.
dependable public services
Desired Business themes
Desired Business Values of the NW People
customer satisfaction
accountability
commitment These are current strengths
achievement that we want to build upon.
teamwork
continuous improvement We recognise and embrace the need
adaptability for ongoing change and innovation.
employee recognition Please treat us as people

loyalty rather than resources.
coaching/mentoring
Comparison of entropy scores by nation
80 72
70
60
60 54 54 53
50 43 42
40 32 31
30 21
20
10 4
0
See last page for entropy risk bands

Survey method and participation
What questions did we ask?
1) Personal Values
Please select ten of the following values/behaviours that most reflect who you are, not who you desire
to become.
2) Current Organisational Culture Values

Please select ten of the following values/behaviours that most reflect how your organisation currently
operates. If you are not currently employed, please rate your previous organisation.
3) Desired Organisational Culture Values

Please select ten of the following values/behaviours that, in your opinion, are essential for your
organisation to achieve high performance. If you are not currently employed, please choose the
values that in your opinion are important for high performing organisations.
4) Current Regional Culture Values

Please select ten of the following values/behaviours that most reflect how society currently operates
in the Northwest of England.
5) Desired Regional Culture Values

Please select ten of the following values/behaviours that you would most like to see in the Northwest
of England.
Who did we ask?
2002 people comprising the following demographic groups
Age Gender
21 and under 400 20% Male 1024 51%
22 to 49 840 42% Female 978 49%
50 and over 762 38%
Sub-region Ethnic Group

Greater Manchester 647 32% 185
Merseyside 356 18% White 7 93%
Cheshire 379 19% Black - Caribbean 16 1%
Lancashire 502 25% Black - African 8 0%
Cumbria 118 6% Black other 8 0%
Indian 26 1%
Pakistani 22 1%
Chinese 25 1%
Other 32 2%
Prefer not to answer 8 0%
Statistical validation: NW population of 7m people, requires sample size of 664 to create 99% confidence level and 5% confidence interval
We also asked about
Level of education Organisation size

Entry level certificate in adult literacy 35 2% 1 to 9 232 12%
GCSE D-G or NVQ Level 1 151 8% 10 to 249 438 22%
GCSE A-C or NVQ Level 2 393 20% 250 or more 610 30%
A Levels or NVQ level 3 613 31% Not applicable 722 36%
Honours Degree or NVQ L4 or equiv 555 28%
Masters or Doctorate or NVQ L5 or equiv 148 7%
None 107 5%
Organisation type
Health 143 7%
Education 177 9%
Disability or long term illness Government

Manufacturing
109
97
5%
5%
Yes 331 17% Retail 171 9%
No 1671 83% Financial Services 80 4%
Other services 141 7%
Building/Construction 73 4%
Media/Marketing 21 1%
Tourism/Hotel 34 2%
Position/Grade Food/drink 52 3%
Executive/senior manager 57 3% Not for profit/voluntary 50 2%
Middle manager 194 10% Military/Emergency Services 14 1%
Team leader/supervisor/foreman 267 13% Energy/Utilities 14 1%
Staff member with nobody reporting to you 565 28% Motor Vehicle 17 1%
Self employed 135 7% Transportation 48 2%
Other 155 8% Postal/Logistics 18 1%
Not working 629 31% Telecoms/IT 82 4%
Agriculture/Fish 11 1%
Not working 650 32%
Interesting facts
Regional Culture by Sub Region
Top 10 values overall Cheshire Cumbria Gtr Manch Lancs Mersey

Entropy 43% 36% 46% 42% 42%
1 crime/violence (L) y y y y y
2 uncertainty about the future (L) y y y y y
3 unemployment (L) y y y y y
4 wasted resources (L) y y y y y
5 bureaucracy (L) y y y y y
6 apathy/ pessimism (L) y y y y
7 blame (L) y y y y
8 conflict/aggression (L) y y y y
9 poverty (L) y y y
10 community pride y y y
Unique values
quality of life y y
concern for future generations y
sense of community y
affordable housing y
family y
corruption (L) y
community services y
Regional Culture by age
Top 10 values overall 21 & Under (400) 22 to 49 (840) 50 & over (762)
Entropy 32% 42% 49%
crime/violence (L) y y y
uncertainty about the future (L) y y y
unemployment (L) y y y
wasted resources (L) y y
bureaucracy (L) y y
apathy/ pessimism (L) y y
blame (L) y y y
conflict/aggression (L) y y y
poverty (L) y y
community pride y y
Unique values
concern for future generations y
family y
Diversity y
Educational opportunities y
Materialistic y
Gender
Current Culture Values Current Culture Values
1. crime/violence (L) 453 1(R) 1. crime/violence (L) 472 1(R)
2. bureaucracy (L) 382 3(O) 2. uncertainty about the 372 1(I)

future (L)
3. uncertainty about the 374 1(I)
future (L) 3. unemployment (L) 363 1(O)
4. wasted resources (L) 343 3(O)

4. wasted resources (L) 356 3(O)
5. apathy/ pessimism (L) 339 3(I) 5. conflict/aggression (L) 253 2(R)
6. unemployment (L) 337 1(O) 6. blame (L) 244 2(R)
7. concern for future 243 7(S)

7. blame (L) 291 2(R)
generations
8. conflict/aggression (L) 275 2(R)
8. community services 241 6(S)
9. poverty (L) 244 1(I)
9. educational 240 3(O)
10. corruption (L) 218 1(O) opportunities
10. community pride 236 3(I)
Education level
What about the environment?
Perspective Ranking Votes

Personal Values (environmental protection) 45th 158
Current organisation (environmental 81st 86
protection)
Desired organisation (environmental 68th 81

protection)
Current NW (environmental pollution) 26th 251

Desired NW (environmental awareness) 27th 278
Interesting observations
Agriculture & Fish Military/Emergency

Desired: Animal welfare Have: exploitation/ hierarchy
Desired: law enforcement
Highest organisational entropy 29%
Not for profit/Voluntary Not working

Lowest organisational entropy 11% Desired: caring for elderly
Estimated cost of Entropy - Society
Entropy (negative energy) 43% What if reduced entropy to 30%
We are getting (GVA) £111bn
from positive energy of 57%

Potential additional value
created £25.3bn
Estimated loss from 43%
entropy = £83.7bn
Estimated cost of Entropy - Business
Regional Results
How do people see the region?

What do they desire?
Northwest Region: Regional (2002)
Personal Values Current Culture Values Desired Culture Values
Level 7
Level 6
Level 5
Level 4
Level 3
Level 2
Level 1
IRS (P)= 3-7-0 | IRS (L)= 0-0-0 IROS (P)= 1-0-0-0 | IROS (L)= 3-3-3-0 IROS (P)= 2-0-4-4 | IROS (L)= 0-0-0-0
Matches 1. caring 995 2(R) 1. crime/violence (L) 925 1(R) 1. community pride 921 3(I)
PV - CC 0 2. family 907 2(R) 2. uncertainty about the 746 1(I) 2. affordable housing 834 1(O)
CC - DC 1
PV - DC 0 future (L)
3. humour/fun 866 5(I) 3. caring for the elderly 811 4(S)
4. honesty 841 5(I) 3. unemployment (L) 700 1(O)

Health 4. caring for the 664 4(S)
Index (PL) disadvantaged
5. friendship 720 2(R) 4. wasted resources (L) 699 3(O)
PV: 10-0 5. Employment 635 1(O)
CC: 1-9 5. bureaucracy (L) 610 3(O) opportunities
DC: 10-0 6. respect 560 2(R)
6. quality of life 584 6(I)
540 5(R) 6. apathy/ pessimism (L) 555 3(I)
7. fairness
7. economic growth 556 1(O)
7. blame (L) 535 2(R)
8. trust 521 5(R)
8. concern for future 535 7(S)
9. listening 502 2(R) 8. conflict/aggression (L) 528 2(R) generations
9. poverty (L) 468 1(I)
10. patience 497 5(I) 9. community services 516 6(S)
10. community pride 448 3(I)
10. dependable public 509 3(O)
services
Black Underline = PV & CC Orange = CC & DC P = Positive L = Potentially Limiting I = Individual O = Organizational
Orange = PV, CC & DC Blue = PV & DC (white circle) R = Relationship S = Societal
Values Plot Copyright 2009 Barrett Values Centre February 2009

Personal Current Culture Desired Culture

Values Values Values
7% 7% 11%
7 7 7
C
6% 7% 11%
6 6 6
30% 7% 13%
5 5 5
T
16% 14% 21%
4 4 4
11% 9% 15%
3 1%
3 13%
3 1%
S 2 2%
19%
2
6%
9%
2 1%
7%
6% 8% 18%
1 2% 1 21%
1 2%
0% 20% 40% 0% 20% 40% 0% 20% 40%
CTS = 43-16-41 CTS = 21-14-65 CTS = 35-21-44

Entropy = 5% Entropy = 43% Entropy = 4%
C = Common Good Positive Values

T = Transformation
Potentially Limiting
S = Self-Interest
Values
Values Distribution Copyright 2009 Barrett Values Centre February 2009
Entropy Report
Percentage
Level Potentially Limiting Values (votes)
Entropy
wasted resources (699)

bureaucracy (610)
apathy/pessimism (555) This table shows that 43% of all
3 illiteracy (259) 2524 out of 4323: votes were for potentially limiting
centralized government (205) 13% of total votes
elitism (140)
values.
strict moral/religious code (56)
This level of entropy indicates issues
that if left unaddressed could lead to
blame (535)
conflict/aggression (528) significant social unrest which if
tradition (232) experienced at a national level could
1799 out of 2938:
2 ethnic discrimination (199) lead to changes in government.
9% of total votes
hatred (189)
gender discrimination (116)
It is important to reduce the level of
crime/violence (925) entropy to 5%-10% to improve
uncertainty about the future (746) performance.
unemployment (700)
poverty (468)
materialistic (387) 4260 out of 5873:
1
corruption (381) 21% of total votes
short-term focus (321)
environmental pollution (251)
terrorism (81)
8583 out of 20020:

Total 43% of total votes
Entropy Table Copyright 2009 Barrett Values Centre February 2009

Caring for the

Affordable elderly Quality of life
housing Community pride Caring for the Community Concern for
Economic growth Dependable public disadvantaged services future
Employment services generations
opportunities 30%
21%
19%
18%
16%
15%
14%
13%
11% 11% 11%
9%
8%
7% 7% 7% 7% 7%
6% 6% 6%
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7
Positive Values Distribution Copyright 2009 Barrett Values Centre February 2009

Values Values Values
21%
35%
Common Good 43%
14%
23% 21%
Transformation 16%
Self-Interest 36% 43% 40%
5% 4%
Cultural Entropy
CTS Copyright 2009 Barrett Values Centre February 2009

Values Jumps
A value jump occurs when there are more votes for a value in the Desired Culture than in the
Current Culture. Listed below are the values with the largest increase in votes. The values in
bold are represented in the Desired Culture.
Current Desired
Value Jump
Culture Votes Culture Votes
caring for the elderly 292 811 519
affordable housing 324 834 510
employment opportunities 146 635 489
community pride 448 921 473
caring for the disadvantaged 206 664 458
accountability 115 495 380
economic growth 207 556 349
dependable public services 207 509 302
financial stability 66 362 296
poverty reduction 209 477 268
Values Jumps Table Copyright 2009 Barrett Values Centre February 2009
Barrett 7 Levels of Consciousness
Survival Consciousness
PRIMARY FOCUS: Foundations for Survival
Service Personal
• Health
• Financial Stability
Making a Difference
Internal Cohesion
Organisational
• Profit
• Shareholder value
Transformation
• Employee health/safety
Control, exploitation
Self-Esteem
National
• Prosperity
Relationship • Defence
• Social safety nets
Survival Corruption, violence, poverty,
greed, pollution
Relationship Consciousness
PRIMARY FOCUS: Relationships & connectivity
Service Personal
• Family
• Friendship
Making a Difference
Organisational
Internal Cohesion • Customer satisfaction
• Open communication
Transformation • Respect
Blame, manipulation
Self-Esteem
National
• Conflict resolution
Relationship • Racial harmony
• Rituals
Inequality, discrimination,
Survival intolerance, conflict/aggresion
Self-esteem Consciousness
PRIMARY FOCUS: Self-esteem & excellence
Service Personal
• Self-confidence
• Success
Making a Difference
Organisational
Internal Cohesion • Efficiency
• Productivity
Transformation • Quality
Bureaucracy, complacency
Self-Esteem
National
• Rule of law
Relationship • National pride
• Government efficiency
Survival Central control, elitism,
illiteracy, wasted resources
Transformation
PRIMARY FOCUS: Learning & continuous improvement
Service Personal
• Courage
• Personal growth
Making a Difference
Organisational
Internal Cohesion
• Innovation
• Diversity
Transformation
• Teamwork
Self-Esteem
National
• Equality
Relationship • Freedom of speech
• Adaptability
Survival
Internal Cohesion Consciousness
PRIMARY FOCUS: Alignment & authenticity
Service Personal
• Trust
• Enthusiasm
Making a Difference
Organisational
Internal Cohesion
• Integrity
• Cooperation
Transformation • Shared vision
Self-Esteem
National
• Social cohesion
Relationship • Transparency
• Honesty
• Optimism
Survival
Making a Difference Consciousness
PRIMARY FOCUS: Collaboration
Service Personal
• Mentoring
• Volunteer work
Making a Difference
Organisational
Internal Cohesion
• Employee fulfillment
• Environmental awareness
Transformation • Strategic alliances
Self-Esteem
National
• Quality of life
Relationship • Regional collaboration
• Leadership
Survival
Service Consciousness
PRIMARY FOCUS: Selfless Service
Service Personal
• Wisdom
• Humility
Making a Difference
Organisational
Internal Cohesion
• Ethics
• Future Generations
Transformation
• Long-Term Perspective
Self-Esteem
National
• Human rights
Relationship
• Ecological resilience
• Peace
Survival
Full-Spectrum Consciousness
Organisation / Nation
Long-term viability
Service Global sustainability
Collaboration
Making a Difference Strategic alliances
Shared vision
Internal Cohesion Strong national identity
Continuous improvement
Transformation Democratic processes
Best practices
Self-Esteem Institutional effectiveness
Customer satisfaction
Relationship Social stability
Financial stability
Survival Economic stability
National Entropy Risk Bands
• 0-10% This a low level of entropy and augurs well for the future.
• 11%-20% This is a relatively low level of entropy indicating that
there is some degree of dissatisfaction with the current culture that
could lead to social unrest.
• 21%-30% This is a moderate level of entropy indicating potential
unease among the population and/or potential conflict situations that
need to be addressed.
• 31%-40% This is a relatively high level of entropy indicating
unresolved issues that if left unaddressed could lead to significant
social unrest.
• 41%-50% This level of entropy indicates leadership issues that if left
unaddressed could lead to changes in government.
• 51% and above This is a high level of entropy that could lead to riots,
civil disobedience and social unrest. This indicates a need for a change
in policy that could also be accompanied by a change in government.

United Kingdom Northwest Values Assessment 2009 Key Messages

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United Kingdom Northwest Values

• £119bn Gross Values Added

*Matches with current culture

Personal Values of the NW People

Current Societal Values of the NW People

uncertainty about the future We are living every day

community pride We feel a sense of community.

Current Business Values of the NW People

customer satisfaction We take pride in what we do and the

cost reduction We recognise the need for financial viability.

Desired Societal Values of the NW People

community pride Building community cohesion.

Desired Business Values of the NW People

employee recognition Please treat us as people

See last page for entropy risk bands

2) Current Organisational Culture Values

3) Desired Organisational Culture Values

4) Current Regional Culture Values

5) Desired Regional Culture Values

2002 people comprising the following demographic groups

Sub-region Ethnic Group

Level of education Organisation size

Disability or long term illness Government

Top 10 values overall Cheshire Cumbria Gtr Manch Lancs Mersey

Current Culture Values Current Culture Values

1. crime/violence (L) 453 1(R) 1. crime/violence (L) 472 1(R)

2. bureaucracy (L) 382 3(O) 2. uncertainty about the 372 1(I)

4. wasted resources (L) 343 3(O)

5. apathy/ pessimism (L) 339 3(I) 5. conflict/aggression (L) 253 2(R)

6. unemployment (L) 337 1(O) 6. blame (L) 244 2(R)

7. concern for future 243 7(S)

Perspective Ranking Votes

Desired organisation (environmental 68th 81

Current NW (environmental pollution) 26th 251

Agriculture & Fish Military/Emergency

Not for profit/Voluntary Not working

Entropy (negative energy) 43% What if reduced entropy to 30%

We are getting (GVA) £111bn

from positive energy of 57%

How do people see the region?

4. honesty 841 5(I) 3. unemployment (L) 700 1(O)

Values Plot Copyright 2009 Barrett Values Centre February 2009

Personal Current Culture Desired Culture

0% 20% 40% 0% 20% 40% 0% 20% 40%

CTS = 43-16-41 CTS = 21-14-65 CTS = 35-21-44

C = Common Good Positive Values

wasted resources (699)

8583 out of 20020:

Entropy Table Copyright 2009 Barrett Values Centre February 2009

Caring for the

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7

Personal Current Culture Desired Culture

Personal Current Culture Desired Culture

Self-Interest 36% 43% 40%

CTS Copyright 2009 Barrett Values Centre February 2009

affordable housing 324 834 510

employment opportunities 146 635 489

community pride 448 921 473

caring for the disadvantaged 206 664 458

accountability 115 495 380

economic growth 207 556 349

dependable public services 207 509 302