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Abstract: The motivation for education is determined by personal competitiveness. Therefore, it is necessary to study modern pedagogical methods that develop students' personal competitiveness. The goal is to trace how the transition from object assimilation to valuation is provided, based on the mechanism of “value assessment” and forming a subjective position. The task is to determine the value potential of victory in personal competition, which preserves important events in ram. How does valuation lead the value system to a significant increase in personal competitiveness? This is answered by the methodology of the cultural and historical development of the psyche – neoplasms in the human psyche first appear in the public consciousness, and then become the property of the person. J. M. Hermans Hubert's value theory almost completely consistent with this methodology. To solve the tasks we developed a questionnaire (55 questions) “What is my competitiveness?”, which was offered to students of universities in Ekaterinburg. The questions are formulated taking into account the theory of valuation, which includes self-confrontation. In the IBM SPSS Statistics 23 program, a 9-factor structure of the model of students' perceptions about their attitude to the formation of personal competitiveness based on value was obtained. It has been revealed that personal competitiveness has increased due to experiencing moments of awareness of values that betray the personal meaning of activity, understanding the purpose of professional activity, provided that the method of self-confrontation is autonomously applied (when “contrary”). The possibility of forming personal competitiveness based on valuation has been revealed. These patterns will allow to achieve the formation of personal competitiveness based on agnostics in the education of students. Conclusions: the transition from object assimilation of content loading the student’s memory to valuation based on the mechanism of “value assessment” is justified; thanks to valuation, personal competitiveness has increased in the process of experiencing valuable moments that acquire individual value and are perceived as a personal meaning that contributes to motivation and victory in personal competition, the basis for creating a situation of success in training is created, and victory in personal competition has a valued pedagogical potential, which manifests itself in vivid experiences.