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Complete, 1 Eastwood Court, Broadwater Road, Romsey, Hampshire SO51 8JJ
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What drives your leaders? And is it aligned with where you're going?

Culture accounts for up to 50% of the difference in operating profit between two organisations in the same sector. But most companies try to change culture without ever measuring what's actually driving it. 

The Complete Values Profile reveals the values operating in your leaders and your organisation and whether they're taking you where you need to go. 

Talk to us about assessing your leaders Download sample report
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LEADERS
ASSESSED

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LEVELS OF
VALUES ASSESSED

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YEARS OF
ACADEMIC RESEARCH

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DEVELOPMENTAL
GRAPHS

Most leadership selection gets values wrong

Technical competence and sector experience dominate most recruitment and promotion decisions. But at senior levels, values are a stronger predictor of whether a leader will succeed, or cause irreparable damage to the culture they inherit. 

"Culture eats strategy for breakfast and execution for lunch."

But you can't transform what you haven't measured. Most organisations know culture matters. Far fewer have the data to do something about it.

The hidden cost of values misalignment:

  • Culture clashes in M&A that destroy expected synergies

  • High-performing individuals who undermine team cohesion

  • Senior hires who leave within 18 months

  • Leadership teams pulling in different directions without realising it

  • Engagement programmes that improve scores but not performance

What the Complete Values Profile measures

The Complete Values Profile is built on the academic work of Professor Clare Graves and 50+ years of subsequent research in values psychology. It assesses where an individual or organisation sits across seven levels of values sophistication, revealing not just what leaders say they value, but what actually drives their decisions and behaviour and therefore influences the organisation. 

The seven levels of values

Level 1 Purple: Belonging

Security and belonging-driven. Values loyalty, familiarity, and group protection. Creates strong cohesion and trust, but can resist challenge, difference, or necessary change. 

Level 2 Red: Power

Action and dominance-driven. Energetic, decisive, and competitive. Effective in fast-moving or crisis environments, but can become impulsive, ego-driven, or overly controlling under pressure.

Level 3 Blue: Process

Order and principle-driven. Brings structure, stability, and consistency through rules, standards, and clear expectations. Strong in operational and compliance-heavy environments, but can become rigid or resistant to innovation.

Level 4 Orange: Profit

chievement and success-driven. Focused on performance, targets, growth, and measurable outcomes. Often dominant in corporate leadership cultures. Highly adaptive and commercially effective, but can over-prioritise winning, status, and short-term results. 

Level 5 Green: People

Relationship and inclusion-driven. Focuses on collaboration, empathy, wellbeing, and shared ownership. Strong at building culture and psychological safety, though may avoid conflict or struggle with difficult performance decisions.

Level 6 Yellow: Paradox

Systems and transformation-driven. Integrates multiple perspectives, embraces complexity, and looks beyond conventional models. Often found in highly strategic or transformational leaders. Can appear overly conceptual or difficult for others to follow. 

Level 7 Turquoise: Planet

Holistic and long-term driven. Considers the wider system, collective wellbeing, and long-range consequences. Operates with deep reflection and compassion, but may feel abstract or disconnected from immediate operational realities.

Most leadership teams contain a blend

Usually most leader and their leadership teams are blend of values systems. Understanding where those systems align, and where they conflict, is often the key to unlocking better decision-making, collaboration, and sustainable performance.

What you receive

The Complete Values Profile is not a tick-box questionnaire. It is a validated psychometric assessment with expert interpretation, delivered as a consultative process.

01
Complete the
online assessment
02
Receive your
individual report
03
Team-level
analysis
04
Coaching
debrief

01 - Complete the online assessment

Each leader completes a validated questionnaire (approximately 25 minutes). The assessment measures values across all seven levels, both personal values and how those values play out in an organisational context. 

Leadership Selection & Succession

Values predict fit more reliably than CVs at senior level. Our clients use the Values Profile to de-risk high-stakes appointments and identify future leaders whose values match the direction you're heading. 

Best for: CHROs, Boards, CEO succession 

Culture Transformation

You can't transform what you haven't measured. The Values Profile gives you a data-driven baseline of where your culture is now, and a map to where it needs to go. Especially powerful before or during a rebrand, restructure, or merger. 

Best for: CEOs, HR Directors, OD leads 

Team Alignment

When a leadership team is pulling in different directions without knowing why, a team values map makes the invisible dynamics visible. Resolves persistent friction, accelerates alignment, and creates a shared language for how the team wants to operate.

Best for: CEOs, Team leaders, Executive coaches 

Why the complete values profile?

Generic Values Surveys

  • Academic Foundation is often proprietary or unused
  • Only measures self-reported values preferences
  • Output is just a list of values rankings
  • No team analysis, individual only
  • No coaching integration, assessment only
  • Limited or internal benchmark comparison

Complete Values Profile

  • Backed by 50+ years of Graves research, peer reviewed
  • Measures underlying value systems driving individual behaviour
  • Output of developmental map with commercial implications
  • Practitioner debrief and coaching built in
  • 13,000+ global leader database benchmark

"In my opinion Complete really is the highest standard. It's elevated my level of thinking and made a massive impact on my ability to be a leader, a coach, a sales trainer, a parent and even a husband." 

— Simon Beard, CEO, Culture Kings

CASE STUDY

Tesco Senior Leadership Team

The Values Profile was used to map the dominant values across Tesco's senior leadership team, revealing misalignments that were slowing decision-making and creating cultural friction. With a shared values map, the team was able to name the dynamics and work with them.

READ THE CASE STUDY

CASE STUDY

Culture Kings CEO

Simon Beard, CEO of Culture Kings, used the Complete assessments suite including the Values Profile to gain objective data about what was driving his leadership style under pressure, and what needed to change. 

Find out more

Complete the picture with additional assessments

Values reveal what drives your leaders. But they're one dimension of a complete picture. Combine the Values Profile with:

Leadership Coaching

Biology-first coaching that delivers measurable ROI.

Learn More

Leadership Academy

A 12-month vertical development programme for all leadership levels.

Learn More

Team Journey

10 years of team progress in 18 months.

Learn More

Energy Audit

The most objective leadership assessment in the world.

Learn More

Values Profile

Understand what's really driving your leaders.

Read case study

Behaviours Profile

11 performance behaviours, 360-degree assessment.

Read case study
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Ready to assess your leaders?

Talk to us about running the Values Profile across your leadership team or organisation. We'll explain the process, timeline, and what you'll receive.

Talk to us

Not ready to commit yet?

Download the values overview to see exactly what your leaders would receive, and share it with your team before making a decision. 

DOWNLOAD OVERVIEW