From Ten Definitions to One Conviction

Our industry still trades on a WeWork-era story. Ask ten operators what we do and you’ll get ten different answers. In this session, The Beautiful Truth share a number of practical frameworks for building a narrative worth rallying behind. Scott Barry Kaufman’s reimagining of Maslow’s hierarchy of needs, and the Schwartz Values Wheel: both are methods for uncovering what genuinely motivates the people we serve. Attendees leave with a way to build a narrative the whole sector can tell with conviction.