ValueMaps are unique profiles representing the collective identity and shared values of teams, organizations and communities. In the picture below an example of a ValueMap with its typical colored matrix. The horizontal axis represents genotype and fenotype. The vertical axis shows eight archetypal identities. The selected values of participants are plotted inside the matrix forming the collective identity and shared values. In this case shaped by more than 500 people.


The ValueMap is sparking a dialogue about identity, values and behavioral patterns. A conversation based on the ValueMap will be a memorable experience. What really makes a difference is to experience it yourself.

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The ValueMaps materials are distributed under the
Attribution-NonCommercial-NoDerivs 4.0 International (CC BY-NC-ND 4.0) license.

Eight archetypal identities representing
teams, organizations and places



These organizations are primarily bent on self-preservation and independence. The people that work here strongly identify with the company. If the company is doing well, the people are satisfied. If the company is not doing well, the people are unsatisfied.


These organizations bubble with energy and are constantly in motion. People in this organization aim to satisfy their emotional needs. This can be seen in many ways such as the use of language. Everything is aimed towards self-fulfillment, the content and structure of the work are guided by this.


Within these organizations there is a drive to make accomplishments: from their own free will and their own strength. People who work here are decisive and are constantly looking for new challenges. They are proud of the work that they do. There is little room for mistakes, which is the same as failing.


These organizations place importance on having a social identity. Typically they look for a service-providing role. People in these organizations aim toward developing long term relationships with partners [internally and externally]. The whole is more important than the sum of its parts, but this depends mainly on individual (partner) drive.


These organizations take on activities that suit their missions. The people in the organization therefore take on personal responsibility. They do what the say. These organizations are distinguished by creativity and inspiration. People who work here would like to make a contribution to the greater whole.


These organizations are aware of their role in the world, they have a clear vision. People who work here inspect their projects carefully and consciously direct these. These organizations grow organically, innovatively and work for a ‘good cause’.


These organizations are aware of their dependence on their immediate surroundings [organizations, people, institutions]. These organizations cannot survive alone. People that work here are driven to develop their knowledge further. There is constant searching for establishing new connections. They communicate in the same varied way.


These are not organizations in themselves. These are people who strive to identify with a higher purpose. Many organizations have elements of this system. The elements are aimed towards making a difference to humanity. Organizations that strive to become one with a higher goal have difficulty existing independently.