For Republicans, this approach appeals to their core values of empowering the individual and taking personal responsibility.

CNN: Change your lifestyle, reverse your diseases

For Democrats, it appeals to their core values of making better health care available to more people at lower costs.

CNN: Change your lifestyle, reverse your diseases

All of this is compelling, but what really convinced Al and me that Al Jazeera would be a great home for the people of Current was their publicly stated Values and Core Capabilities.

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All of these brands created a unique emotion around their core values and communicated it in their messages.

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Through their conversations and desire for a better world, employees now expect companies to play a meaningful role in their lives by bringing the core values of that company to life in ways that allow them to participate.

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What makes this massive group (60% of US consumers) different, is their tight hold on core values.

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How leaders engage will be determined by their unique personal values, as well as the core competencies of the businesses they lead.

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The core value of faith, combined with other important values consumers share such as a connection to their communities and deep commitment to their families, are very prevalent in the country as a whole, but especially in the New Heartland.

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