Values are the fundamental beliefs that guide your behavior. They are the "why" behind your "what." If you value , you’ll likely choose a stable 9-to-5. If you value freedom , you might find yourself freelancing or traveling the world.
Are you making this choice because you care about it, or because society told you to? Choices, Values, and Frames
Choices are where the rubber meets the road. They are the physical manifestation of your values filtered through your frames. Values are the fundamental beliefs that guide your behavior