Does acting on values hurt the bottom line? According to Daniel Aronson, Founder and CEO of Valutus, the answer is no—in fact, the converse is true. In his new book, The Value of Values, Daniel shows that making ethical choices can actually increase a company's profits and competitive advantage, often without much extra cost or risk.

Using research and real-world examples, Daniel explains that the true business value of ethical actions—like taking strong steps to fight climate change, supporting job seekers, or creating an inclusive workplace—is higher than most people think. He finds that these actions can bring returns four to ten times greater than expected. 

Daniel joins host Carol Cone to talk about The Value of Values and how the book can help business leaders improve profits, gain customers, and advance their careers by making ethical choices. This book is a valuable resource for anyone looking to lead with integrity in today’s business world. 

Listen for insights on:

• Three primary perceived obstacles to investing in values
• Quantifying values-driven investments for customers, operations, risk reduction, and employees
• Steps to take as a sustainability employee to bring concrete and relevant data to the CFO 

Resources + Links:

• Daniel Aronson’s LinkedIn
• The Value of Values
• Curated Valuation Resources for Purpose 360 Listeners Only
• Valutus

• (00:00 ) - Welcome to Purpose 360


• (00:13 ) - Value of Values Book with Daniel Aronson


• (01:43 ) - Daniel and Valutus


• (03:35 ) - Why Write It?


• (06:20 ) - Eureka Moment


• (07:39 ) - Showing There Was Value


• (09:25 ) - Submerged Value


• (11:19 ) - List of Submerged Values


• (13:37 ) - Proving the Submerged Value


• (14:36 ) - Financial Outcomes


• (17:01 ) - The Values Are Left Off Spreadsheets


• (19:07 ) - Why Quantify Values


• (20:36 ) - Daniel’s Favorite Case


• (23:56 ) - Response


• (24:43 ) - Making the Case for Values


• (27:17 ) - Optimism / Pessimism


• (29:08 ) - Last Thoughts


• (30:21 ) - Purpose and AI