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Anita's Value Ladder
Anita is a successful 33-year-old computer salesperson. She
is married and has an 8-year-old daughter. Since she had already
learned about value ladders, she came to the meeting prepared
to be asked what was important to her about money.
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"Well, I guess when I think about money, what's
really important to me is security."
"That's great. Of course, security means different
things to different people. Help me to understand what's
important about security to you."
Anita didn't hesitate. "Having security lets me feel
that I'm free to do what I want, when I want."
"And what does that feeling of being able to do what
you want mean to you?"
"I guess it means having a sense of freedom. Not feeling
constrained by the duties of life."
"I see. So what would not having these constraints
in your life and having this freedom mean to you?"
After some thinking, Anita replied, "It would mean
that I'd have more time to be with my daughter, who
is growing up so fast that she's going to be in college
before I know it, and I could spend more time with my
husband and my friends, who I rarely see now."
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"OK, let's assume for a moment that you have security, and
that as a result, you have the freedom to spend more time
with your daughter and your husband and your friends. What's
important about being in that position for you?"
"Well, I guess it would make me feel calmer and happier.
Definitely happier. Right now I feel burned out all the time.
I'd like to not be tired for a change."
"And what's important to you about that?"
"I just spend so much time rushing around now trying to do
everything--working, being a wife and a mother, keeping the
house and bills in order--that I don't feel like I have a
life. Some days I don't even remember what it feels like to
not be exhausted."
"So it's important for you to not rush around and to feel
you have a life again."
"Yes, definitely," Anita said firmly. "I want my life back."
When asked about what she would do if she had her life back,
she said she'd start taking better care of herself, exercising,
and eating better. When pressed to say why she wanted to do
that, she said her aim was to live longer and be a better
example to her daughter.
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