I was fortunate enough to work directly with a founder on defining the brand values at my current role. I gave him a list of 200 virtues/qualities and asked him to circle 10, which we then narrowed down to 4 over the course of a couple hours in a meeting. (I picked my own, apart from him, and most of what we selected was the same, but there were some we had to debate!). It helped me understand what drives him emotionally at a deeper level.
I was fortunate enough to work directly with a founder on defining the brand values at my current role. I gave him a list of 200 virtues/qualities and asked him to circle 10, which we then narrowed down to 4 over the course of a couple hours in a meeting. (I picked my own, apart from him, and most of what we selected was the same, but there were some we had to debate!). It helped me understand what drives him emotionally at a deeper level.