"Values"

At any point in life you take a second to listen to a speech or just someone talk about something professionally or non-professionally, you come with prior beliefs, attitudes, and values. As a speaker, you have to prepare yourself for an audience like this, if you fail to do so, your audience may miss-understand the point you are trying to make. According to the book, values are the strongest and most personal of the three cognitive structures. They are convictions about what ought to occur or about what is or is not desirable and right. To lead a successful life, I believe that values play a huge role in that. When you mix up your priorities in life, you tend to loose what is really important. Also if you follow the wrong values, it may lead to some kind of destruction conflict. When a speaker shows that he/she has values with anything, it allows the audience to relate. This doesn’t mean that when you are speaking you have to say, "My values are as followed..." What I mean is with the tone of your voice. Values are deeply held and are closely tied to audience members' identities. It is just up to the speaker to relate to them in a surprising way.