Value-Creating Communication / VCC
Consciously entering into relationship – with yourself, with others, with the world
Words have power. Yet sometimes we forget what truly matters at the core of our conversations: entering into relationship.
Value-Creating Communication is our contribution to a culture of dialogue – beyond being right, arguing, or persuading.
It is about a quality of connection that deeply reminds us:
We are feeling, thinking, and co-creating beings.
And what we say – or leave unsaid – shapes our togetherness.
What does “value-creating” mean?
Value-creating means: drawing from the highest inner value of being human – our consciousness.
Value-Creating Communication (VCC) is about pausing and re-discovering inherent qualities such as mindfulness, empathy, and awareness – and bringing them into exchange as an inner stance.
It fosters resonance and trust – within a space where differences do not divide but enrich.
Instead of control or persuasion, it is about a shared, non-judgmental space of experience, carried by three core pillars:
🗣 Sharing – inspired by Nonviolent Communication (Marshall B. Rosenberg)
👂 Listening – nourished by Deep Listening (Ross Oliver, Tania Singer)
👁 Observing – based on mindfulness and systemic perception (e.g., Richard Davidson, Otto Scharmer)
🧭 From speaking to dialogue – a maturation process
In everyday life, we often move between different forms of conversation – each reflecting a different maturity level of exchange:
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Instruction: “Do this.” – functionality at the forefront
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Debate: “I am right.” – confrontation instead of connection
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Discussion: “Let’s argue.” – factual exchange
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Dialogue: “I am willing to be touched.” – genuine encounter with an open outcome
Value-Creating Communication strengthens the ability to connect authentically on all levels.
It invites us to see communication not as a technique, but as a path of consciousness – a key to shaping relationships, organizations, and society.
WOOP!E & VCC: Language as a Key to Change
With the WOOP!E approach developed by Generation iTrust (Values-Oriented Organizational and Personal Development), we offer a common-good–oriented framework in which communication becomes visible as a central transformation competence.
In addition, we recommend our Value-Creating Communication (VCC) handbook – available in the downloads section.
There you’ll find, among other things:
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the 3-role model: Speaking – Listening – Observing
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practical exercises for individual & group settings
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inspiration from NVC, Deep Listening & Theory U
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examples from education, organizations & civil society
To speak in a value-creating way doesn’t mean being perfect.
It means being conscious. And ready.
For more depth
Download the VCC handbook, the glossary, the game instructions, or the CLIE booklet from the downloads section of the website.
Want to bring this stance to life in your team, course, or project?
Then feel free to get in touch: 👉 contact@generation-itrust.org