We all know what we value. Often, we know precisely what we value. Sometimes, we are slightly off base about value. Other times we have difficulty quantifying value. But, overall, we generally know what we value and we generally have a good sense of what we are willing to pay (in time and in money) to obtain the value we desire. From time to time many of us have difficulty communicating with other people about value and whether or not we desire it. For example, some people say “Yes” to purchasing a product then have post-purchase dissonance and try to remove themselves from the obligation. Other times, people act like they want the value and appreciate the value however, truly, they are simply trying to avoid hurting the other person's feelings or avoid exposing themselves to an uncomfortable communication. 

So, very regularly, there's a great deal of time and energy wasted by people endeavouring to persuade others about the existence of value while others are doing their best to avoid paying the price for the value under discussion.  This wasted time and energy isn't just a problem in the purchase and sale interaction…it can be a more-general problem. For example, confusion and miscommunication about value can stall and even ruin relationships and friendships. 

For a number of reasons, including those above, people fail to 'connect' on value.

This problem will be reduced if people understand:

• It takes courage to join hands around value, 
• It takes confidence to generate value, &
• It takes confidence to communicate candidly about value.