ValueMaps have been applied in profit organizations, non-profit organizations and places globally. All initiatives have been valuable interventions to find and strengthen collective identity and shared values. The scope of the projects varied from small team sessions with 6 people to large development initiatives with 500 people and more.


Profit: Selikor, Nordea Bank, Airbus, Colruyt, BASF, PX, MCL, Korys, MenaBev, Transmed, AON ...

Non-profit: Delta Alliance, Waterschap Friesland, City of Nijmegen, City of Zwolle, SPA, Dutch Police, Windesheim, MEE, Kunstmaan, Landstede, Tjallingahiem, CultuurNet ...


  • Water Management – Global – ” …. the experience I had with using ValueMaps with Delta Alliance. It was a great moment for the Delta Alliance team, and I think did a lot to bring us more together as a group.”

  • Aviation Industry, France – the ICT department (1,500 people) of this multinational organization uses ValueMaps to develop its identity, mission and future activities for internal customers.

  • Police, the Netherlands – ValueMaps supported the police academy to align five different departments, synchronizing their services and training activities.

  • Dance Group, India – team building, creating meaning and setting goals.

  • Banking, Finland – the HR department uses ValueMaps to rethink activities and align work to meet with employees’ needs in an international environment.

  • Health care, the Netherlands – ValueMaps supported the R&D department in rethinking its purpose and future.

  • Waste Management, Curacao – The top and middle management of this organization uses ValueMaps to improve internal communication and cooperation. An organizational development project has been defined and implemented.

  • Social Housing, the Netherlands – ValueMaps are used during a management development process to check the alignment between personal- and organizational values. Moreover it supports the process of formulating an identity, strategy and objectives.

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Principles, facts and theories


Easy and Fun: in the last 15 years, ValueMaps have emerged as an influential framework in organization and place development, for several reasons. First, it is presented in plain language, without scientific or esoteric jargon, which makes it easy and fun to use. Another advantage is that it is intuitive, building on what people already know about their group, but putting it into a clear and practical format.

Wisdom of Crowds: the interpretation of a ValueMap by people in the social system describes the identity and values far better as any interpretation by external consultants. Collective wisdom outperforms the intellect of trained consultants.

Diversity: showing a ValueMap to participants in a social system starts the conversation immediately. There is an innate, natural curiosity within people and groups to know their meaning and purpose. The role of the facilitators is to ask clean questions and give structure to dialogue.


Deeper Levels: A well known phrase but in organizations still not always understood: 'No problem can be solved from the same level of consciousness that created it' (Albert Einstein). ValueMaps use archetypal identities to understand and change deep patterns in social systems.


Validating and Piloting: the Technical University of Delft (The Netherlands) audited the framework and ValueMaps among numerous people and organizations over 12 months, finding it to be internally consistent, valid and reliable.

Supported Languages: ValueMaps are available in English, Dutch, French and German language.

The underlying framework of the ValueMaps is:


  • Based on theory of sociology by Nathalie Heinich (book: Ce que n’est pas l’identité)

  • Based on modern systems theory (cellular automata, CAS)

  • Based on the theory of sociology by Ervin Goffman (dramaturgical model)

  • Based on the theory of psychology by Carl Jung (archetypes)

Intellectual Property: the framework and ValueMaps have been copyrighted and registered in June 2006. On March 24th, 2020 we updated the registration which protects the intellectual property.


ValueMaps and all supporting contents are released under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.