This how it all started a long time a go, when my PhD was just a seed.
As junior I worked as freelance consultant. One value I hold dear, is sustainability. Working on free projects, I could pursue this value. However, to get food on the table, I had to accept projects that had nothing to do with sustainability. After a discussion with a client about considering sustainability in the project or not, I became frustrated. I realized later, I was dealing with two opposing values. I lacked tools to effectively deal with this value difference and as a result I quit my freelance business.