Based on the research of Dr. Clare W. Graves and expanded as Spiral Dynamics by Don Beck & Christpher Cowan.

Spiral Dynamics is a theory of explaining the driving forces behind change in human behaviour based on the work of Dr Clare W. Graves. The term Spiral Dynamics was established by Don Beck and Christopher Cowan in their book 'Spiral Dynamics'

The theory explains why the value system of people in any organisation or social system matter, and what happens over time with the deep values in all of us.

The eight phases are represented as colours. See the diagram below. They suggest a staircase of human evolution, one merging into the next and containing elements of all the preceding ones - moving in a spiral that merges different value systems from beige to turquoise.

	Turquoise - HOLISTIC MEME - starting 30 years ago Experiencing the whole of existence through mind and spirit Seeing the world as a single, dynamic organism with it's own collective mind Self is both a distinct and blended part of a larger, compassionate whole Everything connects to everything else in ecological alignments Energy and information permeate the total environment Holistic, intuitive thinking and cooperative actions are expected xxxxx
	Yellow - INTEGRATIVE MEME - starting 50 years ago Live fully and responsibly as what you are and learn to become Life is a kaleidoscope of natural hiearchies, systems and forms The magnificence of existence is valued over material possessions Flexibility, sponteneity and functionality are given a high priority Differences can be integrated into an interdependent, natural flows Understands that chaos and change are natural xxxxxx
	Green - COMMUNITARIAN MEME - starting 150 years ago Seeking peace within the inner self and exploring community with others The human spirit must be freed from greed, dogma and divisiveness Feelings, sensitivity and caring supersede cold rationality Spreads the Earth's resources and opportunities for equally among all Reaches decisions through reconcilliation and consensus processes Refreshes spirituality, brings harmony and enriches human development xxxxx
	Orange - ACHIEVIST MEME - starting 300 years ago Act in your own self interest by playing the game to win Change and advancement are inherent within the scheme of things Progresses by learning nature's secrets and seeking out the best solutions Manipulates Earth's resources to create and spread the abundant good life Optimistic, risk taking and self-reliant people deserve success Societies prosper through strategy, technology and competitiveness xxxx
	Blue - PURPOSEFUL MEME - starting 5,000 years ago Life has meaning, direction and purpose with predefined outcomes One sacrifices self to the transcendental cause, truth or righteous pathway The order enforces a code of conduct based on eternal, absolute principles Righteous living produces stability now, guaranteeing future reward Impulsiveness is controlled through guilt; everyone has their proper place Laws, regulations and discipline build character and moral fibre xxxxxx
	Red - EGOCENTRIC MEME - starting 10,000 years ago Be what you are and do what you want, regardless The world is a jungle full of threats and preditors Breaks free from any domination or constraint to please self, as self desires Stands tall, expects attention, demands respect and calls the shots Enjoys self to the fullest, without guilt or remorse Conquers, out-foxes and dominates other aggressive characters xxxxxxx
	Purple - MAGICAL MEME - starting 50,000 years ago Keep the spirits happy and the tribe's nest warm and safe Obeys the desires of the spirit being and mystical signs Shows allegiance to chief, elders, ancestors and the clan Individual subsumed in group Preserves sacred objects, places, events and memories Observes rights of passage, seasonal cycles and tribal customs xxxxxx
	Beige - SURVIVALISTIC MEME - starting 100,000 years ago Do what you must do to stay alive Uses instincts and habits just to stay alive Distinct self is barely awakened or sustained Food, water, warmth, sex and safety have priority Forms into survival bands to perpetuate life Lives off the land much as other animals xxxxxx

World views change over time, each formed by the beliefs and values prevailing at a period in your lifetime. They shape the way we see the world, which in turn shapes our values and beliefs. I ask people to close their eyes and choose a colour. I can get a pretty good idea of what they are like. It is uncannily accurate in 80% of cases. I can even guess what kind of job they will have.

For example, an office manager can be in a blue phase which the boss may be in a red phase, and this difference can build up pressure and could be (and often is) the reason behind the conflict. This is a conflict in values, not a conflict between people.

Look at the colours I chose for this website. This was done before I knew about Spiral Dynamics. This can tell you a lot about me, even though you haven't met me - yet.

Therefore, Spiral Dynamics is not meant to put people into boxes or label them, but to explain the subconscious driving force of behaviour. Which phase we are in is dependent upon the life conditions we are in and our ability to adapt to our environment.

I find the groupings quite helpful in understanding the underlying values and beliefs likely to be held by different clients, and how this will impact on the direction of their change and the nature of their resistance. For example . . . .

PURPLE PEOPLE
Purple thinking clients look to rituals, traditions and metaphors and believe in fate. They tend to be dominated by top-down energy, coming from bosses, policies and other controlling forces. They want to be led and are driven by how they feel - intuitively.

RED PEOPLE
Red thinking clients are addicted to instant pleasure. They want immediate rewards and demand respect, results and compliance to their view of things. They use charm as a weapon, not a compliment.

BLUE PEOPLE
Blue thinking clients believe there is only one right way to do things. It is best to avoid right or wrong and focus on desired outcomes. It is difficult to convince them that there are alternatives. Their satisfaction comes from striving to fulfil their duty. They love rules and regulations, and are likely to be serious and formal.

ORANGE PEOPLE
Orange thinking people make dynamic sales people and revel in the glory of success. They are assertive with entreneurial spirits and want to win. I demand lots of goals from orange thinkers as they like to think of themselves as high achievers.

GREEN PEOPLE
Green thinking people want to work with others in a mutually rewarding way. They believe everyone is dependent on everybody else. They believe in the rights of the individual and will seek support for moral guidance. They are often drawn to the caring professions.

YELLOW PEOPLE
Yellow thinking people are likely to be coaches. There you are. I told you. My colours are yellow and turquoise. They are independent thinkers, see alternatives and take a broad, open-minded view of life. They will have goals clearly defined and projects on the go. They are information seekers and read round a wide range of subjects. They are happy to leave the acclaim for others to enjoy and do not need external appreciation.

Return to top