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March 5, 2025
The Secret to Winning Hearts, Minds, and Trust Across the Province.
Alberta is Canada’s beef heartland, making the province a dominant force in Canada’s beef industry. As the industry evolves, we have an incredible opportunity to strengthen the connection with rural communities and urban consumers. By coming together with a unified message, we can celebrate Alberta’s rich beef legacy while ensuring its future remains strong.
In this inspiring keynote, internationally acclaimed human values expert David Allison will reveal how to tap into the shared values that unite Albertans. By understanding the emotional “buttons” that resonate across diverse audiences, we can shape the conversations we have, the stories we tell, and the messages we share—creating a powerful, collective voice that enhances understanding and drives positive change.
Biography
David Allison is a human values expert, CEO of a global research firm, 2X best-selling author, and founder of the Valuegraphics Project. He is focused on changing how we understand ourselves, the people around us, and those we hope to engage with in our work. As the founder of the Valuegraphics Project – the first global inventory of core human values – he has transformed human values into measurable data and created an entirely new type of human-centric insights. He helps big brands like PayPal, Five Star School Supplies, the United Nations Foundation, and Google connect with people by honoring their values.
His work is included in college textbooks used worldwide, and has been featured in Harvard Business Review, Forbes, and INC Magazine. His latest book The Death of Demographics, was hailed by critics as “Convincing, insightful, and…revolutionary.”
