Spiral Dynamics argues that human nature is not fixed: humans are able, when forced by circumstances, to adapt to their environment by constructing new, more complex, conceptual models of the world that allow them to handle the new problems. Each new model includes and transcends all previous models. According to Beck and Cowan, these conceptual models are organized around so-called vMeme: systems of core values or collective intelligences, applicable to both individuals and entire cultures.

In Spiral Dynamics, the term "vMeme" refers to a core value system, acting as an organizing principle, which expresses itself through memes (self-propagating ideas, habits, or cultural practices). The prepended and superscripted letter v indicates these are not basic memes but value systems which include them.

Applications of this model allow the experienced user to analyze both micro- and macro- systems of human and cultural behavior. The color scheme is rooted partially in Dr. Don E. Beck's extended experience in South Africa, during which he committed several years of his life to applying the theory of Spiral Dynamics in an effort to bring an end to Apartheid. The racial tension was so severe that in order to avoid a simplification of the deep-rooted cultural tensions into merely 'black and white' issues, Dr. Beck developed a respective color scheme to aid in his communication of the theory. The colors carry no literal meaning with respect to the patterns they represent.

Individuals and cultures do not fall clearly in any single category (or color). Each person/culture embodies a mixture of the value patterns, with varying degrees of intensity in each. Multidisciplinary philosopher Ken Wilber used the term 'Holon' to describe the state of not only representing the highest level of emergence obtained, but simultaneously inhabiting each of the previous levels as well. Wilber references the notion of 'transcend but include' when speaking of the process of advancing to higher levels of development.

The Spiral Dynamics model is not linear or hierarchical. It posits infinite stages of progress and regression over time dependent upon the life circumstances of the person/culture, which are constantly in-flux. Similarly, attaining higher stages of development is not synonymous with attaining a 'better' or 'more correct' values system, although second-tier achievement is desirable. Each stage can -exist in both healthy and unhealthy states, whereby any stage of development can lead to undesirable outcomes with respect to the health of the human and social environment.

(Quote)I am not saying in this conception of adult behavior that one style of being, one form of human existence is inevitably and in all circumstances superior to or better than another form of human existence, another style of being. What I am saying is that when one form of being is more congruent with the realities of existence, then it is the better form of living for those realities. And what I am saying is that when one form of existence ceases to be functional for the realities of existence then some other form, either higher or lower in the hierarchy, is the better form of living. I do suggest, however, and this I deeply believe is so, that for the overall welfare of total man's existence in this world, over the long run of time, higher levels are better than lower levels and that the prime good of any society's governing figures should be to promote human movement up the levels of human existence.— Dr. Clare W. Graves (/quote)

[psychology.wikia.org]