The Values Institute was founded to create a 'think tank' dedicated to teaming leaders in academic, non-profit and for-profit organizations to develop groundbreaking research, programs and processes related to values-based marketing, relationship development and socially responsible corporate behavior. In short, The Values Institute believes that only values-based organizations can achieve truly sustainable success.

The Values Institute at DGWB is a separate entity housed at DGWB Advertising & Communications, one of Southern California's most recognized independent marketing and advertising agencies. The Values Institute grew out of the firm's more than two decades of work helping local, regional, national, and international companies and build meaningful, long-term relationships with their employees and their customers.

Our Mission

The Values Institute is focused on inspiring and consulting companies to put their values first. With deep research, values consulting, and trust events, The Values Institute believes it has the tools available to help organizations take the steps necessary to shift culture and begin living their values.

Our Goals

The Values Institute concentrates its efforts around three primary pursuits:

  • Ongoing proprietary research into the world of values and trust
  • Consulting services designed to build values-based corporate culture
  • Resource center for points of view on values and trust from experts in the field

Meet the Principals

Mike Weisman

Mike is the founding partner and president of DGWB Advertising & Communications. Formed in 1988, DGWB has grown to be one of Orange County's largest and most successful independent advertising agencies.

The agency currently services iconic local, regional and national brands such as CHOC Hospital, St. Joseph Hospital, Dole, California Avocado Commission, Hilton Garden Inns, KFC, Toshiba Copiers, Wienerschnitzel, Yamaha Electronics, BJ's, and Thermador.

Mike offers a panoramic view for DGWB's clients, helping each one find a distinct, relevant, "ownable" space within the marketplace. As a working partner, Mike serves as the agency's cultural leader, creating a values-based environment that gives everyone the opportunity for personal and professional growth.

Prior to DGWB, Mike was VP & General Manager of Ayer Pacific – the west coast arm of the multi-national N.W. Ayer Advertising. Before moving to N.W. Ayer, Mike served as General Manager of Reiser, Williams, deYong – an independent high tech advertising firm based in Orange County.

Since moving DGWB to the old City Hall building in downtown Santa Ana eight years ago, Mike has been involved with the Greater Santa Ana Business Alliance. Mike is the most recent past chairman of its Board of Directors and presently serves on its executive board.

Mike and his wife Dana reside in Santa Ana and are the proud parents of four wonderful children and grandparents to three delightful grandchildren. Mike and Dana are active in their local church and are in the process of creating a non-profit foundation to further their personal ministry outreach.


Chesley Beaver

Chesley Beaver focuses on research and business consulting at The Values Institute. Trained in sociology, clinical psychology and economics, Chesley has been working with how to practically apply learnings and knowledge from the world of social sciences to business since 2006 when The Institute was first developed. He first came to DGWB in 2003 as a strategic planner, and put his unique background into action on several of the advertising agency's clients. Chesley has worked in the fields of advertising and research for over fourteen years, with experience that includes JWT, Saatchi & Saatchi, Goodby, Silverstein & Partners, and Millward Brown.

Most recently, Chesley has been working in the non-profit and public sectors applying the same principles within organizations such as National Public Radio (NPR), USC Shoah Foundation Institute, and the California Redevelopment Agency/LA. Chesley holds an MA in Sociology from Stanford University and a BA in Economics/Political Science from the University of Texas.


Mark Weinfeld

Mark is the Director of Strategic Planning at DGWB Advertising & Communications. After joining the agency in 2006, he became involved in the business planning and brand development of all the client's in the agency. Mark is also instrumental in the business development activities that have resulted in the agency adding Dole, California Avocado, Thermador and Jacuzzi brands to the roster.

DGWB has a branding process that is based on the simple idea that success is achieved when a brand has established a meaningful relationship with its customers. We have studied relationships from an anthropological point of view and found that meaningful relationships thrive when they are anchored in a set of shared core values. Mark has worked tirelessly to understand how to uncover these core values for our clients and their target customers and to take the philosophy from theory into practice…using the shared core values to develop a brands positioning, brand essence and voice.

Prior to DGWB, Mark was Sr. VP, Strategy and Long Term Planning at Doner Advertising in Newport Beach where he was involved in the rebirth of Mazda as a global performance automotive brand. As the key brand steward, Mark developed the marketing strategy for the CX-9 model which later was honored with the Motor Trend Truck of the Year Award. He also worked on Black & Decker, Comcast, PacSun, Public Storage, PacifiCare and Time Warner Cable while at Doner.

The lion's share of Mark's career was spent a Bates Worldwide (formerly Backer & Spielvogel) as the Sr. VP, Director of Planning on Hyundai Motor America. Mark's research and strategic planning were the catalyst of Hyundai adopting their now famous 10yr/100,000 mile warranty in 1997. Prior to this warranty becoming Hyundai's brand icon, the brand struggled with an unreliable image. In just three years after the launch of the warranty, Hyundai sales more than tripled and passed Nissan as the #3 import auto brand in the US and have passed all non-luxury cars in JD Power IQS ratings.

Mark also worked at Bates on Hong Kong Tourist Association, Parmalat Bakeries, Wendy's, PacSun and was a key member of the Bates Global Team which worked on international branding for these clients. Also part of Mark's automotive background was a stint based in Washington, DC at Chiat/Day working on Nissan's regional marketing initiatives on the East Coast. Mark started in the advertising business at Saatchi & Saatchi working on Toyota, Bridgestone Tires, 3M Personal Care products, Ashton Tate and Bausch & Lomb.

Since returning to the Southern California market, Mark and his wife Carol reside in Seal Beach with their teenage daughter. Carol is an elementary school teacher in the Los Alamitos School district. Their son is currently attending Mark's alma mater, Arizona State University where he is studying Sustainability in Business. Mark is an avid golfer, softball player, and skier.


Meet the
Advisory Board

Charlotte Beal

Charlotte Beal is Lead Editor at Iconoculture, Inc., the leading global consumer research and advisory company. Iconoculture uses a values-based, observational methodology to get at the whys behind consumers' desires and actions.

Charlotte oversees content across 11 business categories and 5 demographics in both the general and multicultural markets. Her special emphasis is food and beverage, having worked as an editor at Bon Appétit magazine for 6 years. The proud mom, cooking club member, supermarket voyeur and magazine junkie has a BA in English Literature from Eckerd College and an MA in Cinema Studies from New York University. She resides in North Hollywood, California.


Doug Petersen

Doug Petersen is the Margaret S. Smith Distinguished Professor of World Mission and Intercultural Studies at Vanguard University. He is also a director of the Judkins Institute for Leadership Studies.

In 1977 Petersen co-founded Latin America ChildCare (LACC), a faith-based network of elementary and secondary schools, and served as its International Coordinator and President for 23 years. During his tenure, LACC expanded to 22 countries in Latin American and the Caribbean providing education, food, and medical programs to 100,000 impoverished children in 300 schools. He also built a vibrant fundraising arm that included 15,000 monthly donors.

Professor Petersen has published extensively on the social practices of grassroots religious groups. Petersen's book, Not by Might, Nor by Power, was selected among the Outstanding Books of the Decade 1990-2000 by the International Bulletin of Mission Research. In addition to his books, Petersen has published numerous scholarly journal articles and authored book chapters and popular pieces on ethics, politics, and leadership.

Doug was Vanguard University's "Alumnus of the Year" in 2005.

Professor Petersen holds a Ph.D. in Social Theology from the Oxford Centre for Mission Studies, in Oxford, England.

The Petersen's reside in Laguna Hills, CA and are the parents of three grown children and grandparents to Lily, Maya, Christian, Wyatt, and Paige.


John Hannesson

As founder and CEO of White Stone, an ethics and compliance consulting firm based in Irvine, California. John Hannesson's mission is to help ethical leaders create thriving organizations, reduce risk and increase returns by aligning ethical values with strategic goals, and embodying them in every decision, process and policy.

Before founding White Stone, John practiced business law for more than 30 years and served as the chief legal officer of two New York Stock Exchange listed multinational corporations for more than 15 years, BW/IP, Inc, and Overhead Door Corporation. As chief legal officer he was responsible for ethics and global compliance and led the design and implementation of successful compliance programs at both corporations.

BW/IP operated in over 20 countries and sold its products in more than 80, having operations in North America, South America, Europe, Asia and the Middle East.

During his in-house legal career he managed the successful resolution of governmental investigations and litigations of alleged civil and criminal wrong doing and the defense of high profile civil litigation. The cumulative effect of decades of experience with thousands of claims and law suits is the foundational belief that creating a values-based ethical culture combined with clear and consistent training and transparent accountability are the most effective means of preventing economic and reputational damage to organizations.

Since 1998 John has maintained a private business law practice and which included providing implementation assistance to public companies during their transition to Sarbanes Oxley Act compliance, counsel on ethics and compliance programs generally and counsel about specific compliance requirements such as the foreign corrupt practices act.

John has been extensively involved with human resource management and currently teaches human resource management at Biola University as a member of its adjunct faculty.

John received his law degree from Loyola University School of Law in Los Angeles, and attended the University of California in Irvine. He has served on the board of directors of several business and charitable organizations, including the Boys and Girls Clubs of Long Beach and The Sheepfold. He currently serves as an associate elder at Mariners Church. He has been a resident of Irvine for more than 22 years, married to his wife Kathryn for 35 years, and has twin adult daughters.


Richard Reiser


Master's in Psychology (Univ. for Humanistic Studies, 1990)
Licensed Marriage and Family Therapist , CA
Certified Hakomi Therapist
Volunteer Drug and Alcohol Addiction Counselor
Volunteer Therapist (Friendship Homeless Shelter, Laguna Beach, CA)
Volunteer Death and Dying Therapist (AIDS Services Foundation)
Author (Dying 101: A Short Course for the Terminally Ill)
Outstanding Volunteer, Orange County Mental Health, 1990

Marketing Communications

Honored with Lifetime Achievement Award, AdClub, Orange County, CA
Chairman, Western States Assoc. of Advertising Agencies
Board Member, Business Publications Audit
Board Member, Orange County Ad Federation
President, Business/Professional Advertising Assoc., O.C. Chapter.
Ad Agency Board Member/Vice-President (Cunningham & Walsh)
Agency Founder/Chairman/Owner (Reiser Williams deYong)
Agency Vice-President (Cochrane Chase and Company)
Corporate Advertising Manager (Honeywell, Inc.)
Division Advertising Manager (Apparatus Controls, Honeywell, Inc.)


Marketing Writer (Honeywell, Marine Systems Center)
Editor (Texas Agricultural Experiment Station)
Newspaper Reporter/Columnist (The Eagle, Bryan, Texas)


Founder and President (The Moving Pitches Company)
Producer, Most Honored Business Film of 1974

Military Science

LT, USNR (USS Los Angeles, USS Fletcher, and CincPacFlt Staff)
1st Lt, Corps of Cadets, Texas A&M, B.A., Liberal Arts, 1961

Various During and Before College

Mess boy (research vessel SS Jakula)
Radio Announcer/D.J. (Station KORA)
Newspaper Carrier (The Eagle)
Marine Research Tech, ashore and afloat (Texas A&M)


Russell Williams

Mr. Williams, a native Californian, is a graduate of the University of Southern California, earning a bachelor's degree of the Arts in 1968. He completed a master's degree in Education from California State University in Los Angeles while teaching the educationally handicapped in South El Monte, California from 1970-1973. In the mid-1970's, he experienced two years of post-graduate education in theological studies before beginning a twenty-three year professional career in church ministry in 1973.

A life skills educator and minister for thirty-five years, Mr. Williams brings a rich professional background in public speaking, teaching and spiritual life discovery to the seven ethical edge integrity life-values assets that guide the foundation's programs. Those life values are: personal responsibility, positive self-worth, purpose, plan, paying the price, partnership and persistence.

Mr. Williams is the founder and president of Passkeys Foundation, a publicly supported foundation created in 1979. The foundation is a 501(c) (3); 509(a)(1) non-profit organization.

Since 1996 under Russ' full-time leadership, Passkeys has developed a variety of innovative values and character education programs for children, youth, parents and the business & professional community. In 2009 the programs included: the Ethical Edge Leaders of Integrity Awards program honoring ethical excellence in American society; the Ethical Edge Forum; the Integrity Workshop; the Ethical Edge Podcast Interviews; the Orange County Middle Schools Laws of Life Essay Contest; OC High Schools Performance Character Grants; and the 7 Parenting Promises Workshop.

Mr. Williams writes the Lessons On Integrity column for community newspapers in El Monte, CA and Boston, Massachusetts. Mr. Williams published his first book in Fall, 2008, KIDS OF CHARACTER One Minute Mentoring Messages.

Mr. Williams serves on the Advisory Board of the Orange County Department of Education's Character Education Institute (ICE). Additionally, he is a member of the Front Porch Ethics Board

The foundation is a member of the national CHARACTER COUNTS!℠ Coalition and the Character Education Partnership.

Mr. Williams and his wife, Judy, have been married forty-one years. They have four adult children and two grandchildren. They reside in Mission Viejo, CA.


Steve Churm

Steve Churm owns one of the leading independent regional media companies in Southern California, publishing OC METRO, OC Menus, OC Family, Inland Empire Family and Southland Golf in print and online. With a monthly print circulation for the magazines of nearly 300,000 coupled with seven interactive websites, Churm Media has a total monthly audience of more than 1 million readers and viewers in one of most dynamic markets in the world. Churm Media also owns RipeOrange, a marketing, communications and design firm.

In addition to managing the overall day-to-day business and team management operations for Churm Media, Steve shares his time, knowledge and expertise speaking at many business conferences and actively participating with many community organizations throughout Southern California. Steve has been recognized as an industry leader in business by local and national media, including FOLIO: Magazine.

Before launching Newport Beach-based Churm Media in 1990, Steve Churm worked as a journalist and editor for four California newspapers, including six years at the Los Angeles Times, where he covered politics and the environment.

Churm currently serves on five nonprofit boards, including The Orange County Business Council, Irvine Chamber of Commerce, Irvine Public Schools Foundation Advisory Council, The Values Institute and Human Options. Steve is married with three children and lives in Irvine. Churm studied journalism and geography at California Polytechnic State University San Luis Obispo. Churm's passions include studying small business, surfing, skiing, geography, the Eastern Sierra and cooking.


Tim Williams

Tim Williams is a 33 -year veteran of the advertising and marketing business who now leads Ignition Consulting Group, a business consultancy devoted to helping professional knowledge firms create and capture more value.

As a recognized thought leader in the advertising and marketing industry, Tim is a frequent speaker and presenter for business organizations worldwide. He is also a frequent contributor to business and professional publications and is author of the book, "Take a Stand for Your Brand" ranked by Amazon as one of the top ten books on brand building. Tim's newest book, "Positioning for Professionals" will be published this spring by John Wiley & Sons.

Based on his expertise in the area of building differentiated brands, Tim has authored numerous articles in the business and marketing trade press and has been interviewed by such diverse newsgathering organizations as The Economist, Bloomberg News, The Guardian, Toronto Globe & Mail, Japan's Nikkei News, and other business publications ranging from Spain to Australia.

Tim is also a Senior Fellow of the VeraSage Institute, a think tank devoted to revolutionizing the way professional service firms price and value their services. As an adviser in this area, Tim has worked with major advertising agencies, agency holding companies, Fortune 500 marketers, and national and international trade associations.

He began his career on Madison Avenue working for large multinational advertising agencies and later served as president and CEO of several midsize independent firms. As the leader of Ignition Consulting Group, Tim now advises the leaders and managers of professional knowledge firms on the development and execution of positioning strategies.


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