Value meaning how much is it worth [commercial]?
Values meaning what beliefs do you hold [cultural]?
What a huge difference an ‘s‘ makes between a meaning of the two.
I love the difference in responses to the two questions…
What do you do?
What are you doing?
The first one is easier to wiggle out of, or white lie, or be ambiguously as successful as you want to be.
The second one demands more reality and less ideal.