In this episode of the Wake Up Eager Workforce podcast, Suzie Price is joined by Catherine Treadaway—brand strategist, creative director, and passionate “Hartmaniac”—to explore how Axiology, the science of human value, is reshaping the way we build brands, lead teams, and earn trust.

Together, they unpack what it means to design value on purpose, revealing how the three dimensions of value—Intrinsic, Extrinsic, and Systemic—can be applied to branding, leadership, and communication. Catherine introduces a revolutionary new tool, the Axiological Net Promoter Score (aNPS), and explains how measuring emotional trust in your messaging can drive lasting loyalty and alignment.

Later in the episode, Douglas White returns with his Emotional Wellbeing 2.0 segment, offering grounded wisdom on navigating uncertainty and reconnecting with the present moment when emotions feel overwhelming.

If you’ve ever wondered how to build a brand that resonates, lead with more meaning, or tap into deeper human motivation—this conversation will show you how to use value as your compass.

Read the full transcript of Episode 137 below and discover how Axiology can transform the way you lead, brand, and connect.

Takeaways of Episode #136 ---

• Axiology Isn’t Just for Assessments—It’s a Powerful Branding Tool: Axiology goes beyond assessments—it’s a framework for designing brands and cultures that align emotional, practical, and logical value to build trust.
• Intrinsic Value Is the Secret to Loyalty and Connection: True loyalty comes from intrinsic value. By prioritizing human connection and meaning, brands and leaders create “stickiness” and lasting trust.
• The Axiological Net Promoter Score (aNPS) Is a Game-Changer: aNPS measures if your brand or team delivers on emotional, practical, and structural promises—redefining trust, alignment, and lasting impact.

In this episode:

Suzie Price [00:00:07]: “It’s the invisible current underneath everything you say and do: Value. And today, we’re talking about how to design it on purpose.”

Catherine Treadaway [00:10:35]: “It was kind of like a little exercise in: how do I take this framework of axiology and apply it directly to branding and culture?”

Catherine Treadaway [00:59:33]: “When you look at that graph and you see a lot of color, you’re actually seeing how emotional trust shows up in your brand messaging.”

Douglas White [01:17:32]: “The unknown is a natural part of life—we don’t always know the why, how, or when. The key is to return to the present moment.”

Suzie Price [01:20:15]: “Every interaction is branding. Every touchpoint is a chance to carry value—in the right order: people, action, then ideas.”

Episode Overview:

In this episode of the Wake Up Eager Workforce podcast, Suzie Price is joined by Douglas White to unpack the power of emotional fitness in leadership. Together, they explore how emotions—often dismissed or avoided at work—are actually critical signals that shape trust, clarity, and performance.

Through grounded stories and practical insights, the conversation reveals why regulating emotions isn’t about shutting them down, but about using them to guide better decisions and stronger connections. They discuss how emotional fitness equips leaders to handle conflict with calm, create safety in teams, and shift from reactivity to resilience.

Whether you’re navigating stress, leading people through change, or striving to build healthier workplace dynamics, this episode provides a practical roadmap for turning emotional awareness into a leadership advantage.

Read the transcript for Episode 136 below and discover how emotional fitness can transform the way you lead, connect, and perform.

Takeaways of Episode #136 ---

• Alignment Turns Friction into Flow: When teams name problems out loud and work together to find solutions, they create clarity, shared ownership, and buy-in. This structured facilitation process helps teams move from stalled conversations to aligned action—transforming tension into teamwork.
• Simple, Repeatable Steps for Real Results: The Team Problems / Team Solutions method gives leaders a clear, easy-to-follow framework for surfacing challenges, prioritizing them, and brainstorming solutions together. It’s adaptable for in-person or virtual settings, and it works across industries—from city governments to corporate HR to nonprofit boards.
• The Payoff Is Measurable and Cultural: Aligned, engaged teams can achieve up to 30% efficiency gains, while poor communication can cost organizations millions. Beyond the numbers, this process builds trust, reduces drama, and fosters a high-commitment, low-drama culture—one decision and one conversation at a time.

In this episode:

Suzie Price [00:02:36]: “High-performing teams don’t avoid problems—they name them and solve them together. It’s about creating clarity, ownership, and momentum.”

Suzie Price [00:13:31]: “Leaders don’t need all the answers. They create the space for the answers to emerge. This process fosters honesty, responsibility, and actionable solutions.”

Douglas White [00:25:51]: “The strength of the team is each individual team member. The strength of each member is the team.”

Suzie Price [00:32:39]: “When teams work together to solve problems, they unlock collective wisdom and make decisions that drive success—no blame, just solutions.”