Why Do Values Matter? Values are priorities that tell you how to spend your time, right here, right now. There are two reasons that priorities are important for our lives: FIRST REASON: Time is our most limited resource; time does not renew itself. Once we spend a day, it’s gone forever and that time lost is permanent. If we all had infinite time, then values and priorities would be irrelevant. But at least here on earth, we appear to be mortal with limited life spans, an