My answer to What's the best way for a society to fight ignorance?
Answer by Ken Larson:
Determine the values of the individual or group of individuals and propose solutions, approaches, methods or policies that threaten or further those values.
I once had the privilege of experiencing a professor who conducted a course on managing people for 3 days to our management group.
For those 3 days the instructor did not allow us to use the word, "Problem". His message was that there are no such things as problems – just situations that threaten or further peoples' (or the corporate culture values).
Through a series of exercises, mock situations late into the night, critical negotiation teams and value determination exercises he demonstrated that his theory was absolutely correct and that if one determines the values involved in a challenging situation, then develops solutions that threaten or further them, one will motivate people to take action.
Value-based marketing effectively threatens or furthers your client's value system as a strategic element in your marketing program, motivating them to act in your favor.