Values are the things that we regard as most important in our lives.
For example, some people hold their family in high regard. It is very important for them to invest attention and time on their family relationships.
Most values belong to two categories: needs and positive qualities.
Needs are a source of motivation and are universal – all people have them but in different degrees. For example, in some people the need for freedom is stronger than the need for safety, hence they value satisfying their need for freedom more than they value satisfying their need for safety, while for others its the reverse. Read more here.
Positive qualities are personality traits that contribute to the well-being of ourselves or others. Some qualities are highly valued by all cultures. E.g. all cultures value diligence, wisdom, and courage, whereas no culture values laziness, stupidity, or cowardice1. Although people are born with the potential to exhibit these qualities, proper guidance and practice are needed to be able to consistently exhibit them. Read more here.
1 See the book: Character Strengths and Virtues,