It All Started with One Question: What Matters Most?

One year ago, on October 28, we introduced Values Identifier to the world. There was no big event or fanfare, just a quiet moment of reflection among a small team who believed deeply in what we had created. After two years of work, testing, development, and refining, we were ready. What began as a vision to make values understandable and actionable had finally become something real that we could share with the world. 

Values Identifier was born from a simple but profound idea: when people understand what truly matters to them, everything else begins to align. Decisions become easier. Relationships deepen. Life starts to feel authentic and grounded. That question, what matters most, sits at the heart of everything we do.

In the beginning, it was an ambitious goal. Our founder, Jean Oplinger, MCC, had long recognized the power of values in her work as a coach and leader. But she also saw a gap. While other tools measure personality or talents, few help people identify the values that drive them. The opportunity to change that came when Jean connected with David Allison, founder of the Valuegraphics Database, the largest global dataset on human values. Together, and with a growing team of social scientists, coaches, and technologists, we began to build a tool that would help anyone uncover, understand, and apply what matters most to them.

When we launched, we did not know how the world would respond. What we did know was that we had created something both powerful and practical, a research-based and human-centered approach that could make values visible and usable in everyday life. That confidence carried us through the first days and continues to shape everything that has followed.

Our first year has been filled with milestones that remind us why this work matters. That first sale was a small but unforgettable moment. It marked the beginning of people using Values Identifier to explore who they are and how they live. Then came the first time someone told us, in their own words, that their personalized Values Identifier report had helped them find clarity. From that point on, the path forward became clear too.

In March, we launched the Coach Certification Course and the dedicated coach portal, giving coaches a way to integrate values awareness into their work. By September, the course earned accreditation from the International Coaching Federation (ICF), confirming what we already believed: that values are not just an abstract idea but a measurable foundation for authentic growth. Alongside this, we began developing Values Identifier for Teams, with pilots now underway in organizations exploring how values shape connection, communication, engagement, and purpose.

Through all of this, we have learned even more about the power of knowing what matters most. People who understand their values begin to understand themselves. They see why they make the choices they do. They connect their actions to their sense of purpose. They navigate life with more clarity and confidence. Every time someone tells us they feel more aligned, more understood, or more authentic, we are reminded that this work is bigger than us.

Of course, the journey has not been without challenges. Like many small teams, we are full of ideas and passion, always wanting to do everything at once. The biggest test has been staying focused while holding on to the belief that every small step matters. We know there is still so much potential ahead. We have built something special, but we are only at the beginning of what it can become.

Looking forward, Values Identifier for Teams will officially launch in early 2026 after the first pilots are complete. We are also beginning to partner with universities to explore how values awareness can support students in understanding themselves and their futures. And we will continue to fuel conversations about values in coaching, workplaces, and communities everywhere.

A year later, we are still guided by the same question: what matters most? For our team, collectively, it is seeing people live and lead with authenticity, one person, one team, and one conversation at a time. Because knowing your values is not just nice. It is necessary.

Next week marks one year since we launched Values Identifier.

To celebrate, we’re dedicating the next seven days to something simple and powerful: authenticity.

Each day, we’ll share reflections on what it means to live in alignment with what matters most. It all leads to October 28: A Day of Authenticity, and a thank you for everyone who has supported us along the way.

Join the Day of Authenticity mailing list to receive 25% off on October 28 and be entered to win three free Values Identifier reports and a private coaching session.

Because authenticity isn’t about being perfect. It’s about being true to what matters most to you.

Join the list: https://mailchi.mp/valuesidentifier/day-of-authenticity