Tag Archives: Myers-Briggs

Behind The Mind’s Curtain: Part 2

31 Aug

Car Engine



Guest Contributor: Matt Hillman, Creative Director

As mentioned in my previous “Behind The Mind’s Curtain” post, it’s hard to truly understand what it’s like to be someone else, to see things from their perspective. But as marketers, we’re all bound at the very least to try.

With resources like the Myers-Briggs Type Indicator and the team at Personality Hacker—two practical examples of Jungian psychology at work—we can dive deeper into personality matrixes to better understand what makes this person tick where others might tock. What might energize or engage one set of personalities might, in fact, be toxic to another.

Where the previous blog touched on “Judging functions” of Jungian psychology—true/false vs. right/wrong—we’re going to explore the “Perceiving functions.” These are the ways our psyches literally perceive and process information, whether it’s based on sensory inputs to determine what’s real or based on ideas to determine what’s possible.

(Again, it’s important to note that human psychology is complex, and even people with same personality types don’t share the same environments, experiences, and opportunities, so while the following concepts are true more often than not, they are still generalizations and should not be used as substitutes to research and personae-based insights.)

GROUP 1: The Realists

Function: Extraverted Sensing

For Realists, the world exists as it is. They take in information with the senses and deal in the here & now, typically not distracted by “what if” and “it might.” Their minds are drawn to the concrete and the known, valuing facts and empirical evidence.

Look for: pragmatism, reference to statistics, seeking additional inputs

Promote: data, evidence, immediate results

Avoid: possibilities, metaphors, “gut feelings”

Weakness: “it is what it is” fatalis

GROUP 2: The Traditionalists

Function: Introverted Sensing

Think of the phrase “if it ain’t broke, don’t fix it” and you’re thinking of Traditionalists. What has been gathered through experience, what is truly known, is what matters most. As a result, life’s certainties are not only predictable but comforting.

Look for: deliberate action, careful consideration, leveraging experience

Promote: proven results, comparison, history

Avoid: improvisation, interpretation, “change for change’s sake”

Weakness: resistance to new ideas or systems

GROUP 3: The Dreamers

Function: Extraverted Intuition

With Dreamers, everything contains possibilities, whether it’s found in systems, situations or people. The idea of “what if” is pervasive and irresistible, and it drives them to seek new approaches and consider information in different contexts.

Look for: rapid-fire ideation and brainstorming

Promote: possibilities, exploration, potential

Avoid: practicality, statistics, “tried & true”

Weakness: inability to stay focused on single issue

GROUP 4: The Perceptives

Function: Introverted Intuition

Working mostly in the subconscious, the Perceptives are always searching for meaning behind the ideas—connections and patterns—that often lead to “a-ha!” moments. They build and explore complex mental models to better understand the world around them.

Look for: heavy use of and appreciation for metaphor

Promote: connection, pattern, symbols

Avoid: details, dwelling on past experiences

Weakness: presuming mental models can provide all necessary insights

Understanding how and why your audience processes information is the first step to better connecting with them through your marketing—don’t expect Dreamers to respond to spreadsheet data and don’t ask Traditionalists to “imagine a world of possibilities!” Providing a variety of formats is the surest way to get your message through a broad set, but when space is tight and time is a premium, knowing what type of information your particular audience prizes most can help your marketing cut through the clutter and get noticed.

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Behind The Mind’s Curtain

27 Jul

Boy at an ice cream shop



Guest Contributor: Matt Hillman, Creative Director

 It’s hard to truly understand what it’s like to be someone else, to see things from their perspective. As marketing creatives, my team and I work to empathize with our audience so we can make stronger connections through our messages and designs—these words not those, this palette not that.

But even then, without the ability to survey everyone you’re marketing to, it’s often an educated guess. And at the end of the day, you simply have to let go, understanding that sometimes people make odd choices that are hard for us to fathom.

So what if you could—as a marketer—get a better grasp of why some people choose one course of action over another? What if you could more effectively predict behaviors and focus on what is most important to your audiences? Well, as it turns out, you can.

Utilizing Jungian psychological principles like those employed by the Myers-Briggs Type Indicator and the team at Personality Hacker, it’s possible to better understand what’s behind the decisions that people make, to gain valuable insights into the most important triggers for various personalities.

For this exercise, we’re focusing on what Jung called the “Judging functions.” These are the ways our minds weigh options and make decisions, whether those are based in objective reason (i.e., what’s true/false) or subjective values (i.e., what’s right/wrong).

(It’s important to note that human psychology is complex enough, and even people with same personality types don’t share the same environments, experiences, and opportunities, so while the following are true more often than not, they are generalizations.) 

GROUP 1: The Sorters

Function: Extraverted Thinking

For Sorters, the world is pretty clear-cut—things are black or white, up or down, A or B. The Extraverted Thinking function at work here values efficiency above all else and is very well-suited for making quick decisions when options are presented.

Look for: snap decisions and a desire to “move on”

Promote: efficiency, impact, progress, ROI

Avoid: popularity, delay, emotional appeals

Weakness: understanding human relationships

GROUP 2: The Theorists

Function: Introverted Thinking

Like their Extraverted Thinking cousins, the Theorists value things being true or false, but this group wants to understand what makes things tick. For them, precision is core to how they make decisions—decisions that can be delayed when inputs are missing.

Look for: thoughtful consideration and requests for inputs

Promote: analysis, study, logic, accuracy

Avoid: opinion, vagueness, uncertainty

Weakness: dismissing viewpoints contrary to their own

GROUP 3: The Supporters

Function: Extraverted Feeling

Supporters put their value system to work when it comes to making decisions, seeking paths that mean the greatest benefit for the greatest number. They see the world in terms of “good and bad,” and work to bring harmony to relationships.

Look for: concern for others and self-sacrifice

Promote: collaboration, agreement, contribution, community

Avoid: systems, data, impersonal approaches

Weakness: remaining objective where people are involved

GROUP 4: The Individualists

Function: Introverted Feeling

When Individualists make a decision, they first look inward, evaluating the pros and cons against a highly developed value system that is uniquely their own. They place great significance on being genuine and true to themselves.

Look for: highly personal connections to people and things

Promote: uniqueness, eccentricity, ethics, causes

Avoid: indifference, over-generalizations, deception

Weakness: abruptly reactionary when values are violated

There’s a lot more to each of these groups—especially how these preferences are used and to what degree—but bearing in mind that not everyone views the world around them the same as you do is a valuable approach. Different types react differently to the same inputs, and different inputs are valued by different types. Knowing what each group prefers and how they make their decisions can go a long way in crafting the right message to appeal to their inner selves.

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