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The second step is more difficult because the meaning of the concept “values” is often unclear for many people. Patterson and Wilkins (2002) point out that when we discuss ethical values, we need to be clearer about their meanings: “when you value something – an idea or a principle – it means you are willing to give up other things for it” (p. 77). An important value for government leaders is positive health outcomes for the people in the state. Another value would be effectiveness in that state leaders would want to know and be able to tell others that funds invested in this strategy actually worked to improve health and reduce obesity. Some in government might highly value what they perceive as honesty and truth in telling people “like it is” rather than sugarcoating issues to protect their feelings. Still other values could be protecting vulnerable populations such as children from psychological harm from hard‐edged or even cruel messages. As Patterson and Wilkins (2002) point out, “values often compete and an important element of using the Potter Box is to be honest about what you really do value” (p. 77).