What people have said about us


"Very well versed with the subject matter and puts it across in a lively, humourous and interesting manner"


"I enjoyed the opportunity to reflect upon my own values and the need to focus become evident"


"really enjoyed the session, it was very interesting"

  • Tara Bennet Goleman

    Just as diamond is coal transformed, so clear awareness can arise from our confusion.

  • Ayn Rand, Novelist, 1905 - 1982

    Happiness is that state of consciousness which proceeds from the achievement of ones values

  • Norman Thomas, 1864 - 1968

    The secret of a good life is to have the right loyalties and hold them in the right scale of values

  • Albert Camus, 1913 - 1960

    If, after all, men cannot always make history have meaning, they can always act so their own lives have one.


How we work

We have two main ways of exploring values.

Profiling with the AVI.

The AVI is an online interactive profiling resource that is fast becoming one of the leading values tools around the world. Click here to read more about the origins of the AVI, or you can listen to Paul Chippendale who pioneered the development of the AVI from the Hall Tonna Inventory of Values.

Exploring the relationship between an individual or a group/team and the 128 distinct human values so far identified through research, the AVI enables us to produce a range of reports including values mapping, top 10 values, brain preferences, world views and values based leadership styles.

Magma Effect™ is the only company in the UK able to license others to work with this technology.

Values Elicitation

Each of us and every organisation has high priority values. They tend to sit in our unconscious, framing our decision making and helping us make sense of the world as we see it. By reflecting upon our past and present practice, the assumptions that underpin the things that we do, and how we want things to be in the future it is possible to identify and define our core values – those things that we prefer and prioritise about all others when ever possible.

We design unique sessions around the particular circumstances of each client that surface values that are at work within the organisation. Next we facilitate conversation to explore the meaning of these values and their usefulness to the future that the organisation wants to create for itself. Within this process we can either deliver directly or train/coach in-company staff to roll out sessions.

The Diamond Hidden Within Us



Diamonds. Strongest, hardest, and the most highly prized crystal to be found anywhere.

Diamonds and the Magma Effect™. A dynamic relationship exists between diamonds and magma