"About matters of value, men can only fight." -Milton Friedman
We think of values as "subjective," but so is poetry. Good taste, bad taste we all have taste, but some have better taste than others. Taste can be cultivated. When our clients write down their values, or their mission statement, or their "journey," or moral biography, we have an indictment of American culture, our educational system, and the human race. About our client's values, to modify Friedman, we can only weep. Let us imagine a profession, in which the teacher's goal was to pass on the parent's taste to the children, no matter how deplorable that taste might be. I wish I could be hired to make Bill Bennett read the poems he collected in this Book of Virtues. That would be punishment for all his sins. "Horatio at the Bridge," Bill, "one for more time from the top." Let us improve our client's values, even if, as Friedman suggests, we have to beat it into them. The test of whether the client's values are improved is the client's own repentence. We are not done until the client kisses the rod and thanks us, and goes on to live a better life.
What if we all did it? What if we all went around in the public square, accosting passersbye, and trying to improve one another's values? Well, we would all be Hellenic Philosophers, then, or Augustan satirists. How bad would that be?