This week behavioral scientist John Furey shares some of his scientific discoveries from his MindTime project. I’ve worked with many different behavioral models, and believe there’s something very big here for marketers, leaders, and each of us as individuals.
1. Your MindTime mapping system has been called the world’s most accurate personality test and the digital Myers Briggs of the 21st century. For we non-scientists, what is the system based on that makes it so informative?
Personality tests such as the MBTI are based merely on describing traits and behaviors, categorizing behavioral patterns. MindTime reveals the drivers behind the behaviors and therefore why we behave the way we do, or as scientists might call it, the adaptive value of the behavior. What is significant is MindTime is looking at causation, not simply outcomes.
Understanding why people behave the way they do, rather than simply describing what they do, provides a greater ability to predict what they will do.
MindTime uses a phenomenological framework—Past, Present and Future Thinking—as a means to understand people. These basic concepts of thought— Past/Certainty, Present/Probability, and Future/Possibility—all have adaptive value; in fact, they explain almost all the concepts of the cognitive mind.
So, by measuring how people think, we can use this knowledge to predict behavior, attitudes, and even the personality traits they manifest. By knowing why a person does what s/he does, and the why and how of their strategy, we can use the knowledge in just about any environment to facilitate individual and organizational success.
2. What are the perspectives of Past, Present and Future Thinkers?
Here’s a brief snapshot of each:
3. When people get their individual maps, what insights do they learn about themselves and how does this help them professionally?
Our maps provide people with an in-depth interpretative report on their thinking style. It quickly and accurately helps a person to understand the value they bring to the world. We explain a person’s:
- Communication style
- Leadership style
- Relationship needs
- What they will resist doing. Knowing our resistances helps us navigate our limitations.
The most common comment we hear from people when they take the MindTime profile is “Aha!! That explains so much about me.” When used in team building it provides this same kind of epiphany for our understanding of others.
However, while these insights are invaluable I think there is a more significant learning that comes out of all this that impacts our professional abilities in a profound way.
We each know people who we can rely on to bring ideas, inspiration and a sense of possibility to our lives. In fact, this might describe you. We also know people who are much more likely to bring order, planning, procedures and stability to bear. They’re much more engaged in creating continuity than they are engaged in bringing change. Likewise, there are those among us who are more keenly aware of and driven to understanding the meaning of data and facts. These folks bring us depth of thought, a need for truth and trustworthiness and can be relied on to think deeply about things rather than coming up with ad lib answers to good and necessary questions.
Knowing that a person is driven towards creating order and harmony versus being driven towards opportunities and risk-taking versus being driven towards information and analysis of a situation can change the quality and value of our interactions significantly. It empowers us to manage, motivate, listen and speak in a more empathetic, or at least consciously aware, way.
Empathy, messaging, motivation, management, collaboration, roles, engagement style, motivation, change readiness, adaptability, and so on, are all positively impacted by this basic human awareness of each other.
4. How can MindTime help teams of people working together? Why do some project teams work very well and others get stuck? What could managers do to create more consistently high performing teams?
MindTime can accurately predict how well a team will function at a task or towards a goal in view of the mix of thinking styles of people on the team and the roles people are playing. It can also predict the kinds of pitfalls a given mix of thinkers will encounter, both interpersonally and in team dynamics.
MindTime helps the team understand the thinking styles of each team member so that people can understand and value different people’s contributions. Future thinkers will be focused on possibilities, while Past thinkers will want proof and certainty of ideas, and the Present thinkers will want to be able to predict outcomes. Understanding people’s thinking helps us create the right setup and awareness of what’s really going on instead of leaving us to fix what is bound to go wrong.
5. You say that how people think influences how they behave. Many of us are trying to change behavior as part of our work, like getting people to try a new product or approve a new policy. What should we know or be doing about thinking to affect behavior?
People’s thinking processes are very difficult to change so the best strategy is to figure out how we can align our objectives with a person—or group of people’s—natural inclination.
By understanding people’s motivation, which you do by understanding their thinking styles, you can align your goals with their fundamental objective (to pursue Possibilities, Probabilities, or Certainties). Alignment becomes a simpler way to elicit the desired behavior.
6. If you understand how your customers think, how does that help you market to them? Can you give us an example?
Sure, but given that you’re going to blog this why don’t I give you two visual examples and brief explanations?
This first map is of a target market for a product. Through a separate study the ads used were found to be messaging a Future audience. They contained works such as: ideas, possibility, and phrases like “What could you do?” And, ”What’s next?” Can you spot the problem here? Why did the campaign fail?
Yes, the target and messaging was to Future thinking, the audience on the other hand was very much Past and Present in its thinking. A total miss.
The second map is of a group of people recruited to help with brand innovation. These were loyal supporters, not just customers of the brand, recruited by a brand community management company. Remember here, as you look at this map, that the desired outcome was brand innovation. Innovation typically starts with Future thinking. Do you see why brands were often less than enthusiastic about results? The recruited brand community had self-selected. They were of a mind to turn up on time once a week and participate by offering their opinions, predictably Present/Past thinking people.
The conclusion was that this audience, which lacked in Future thinking, was not really innovating at all. They were discussing problems that needed solving and identifying other “new” ways that the product might fit with their needs.
7. What use of your MindTime mapping system has been the most personally fulfilling for you? What happened?
I remember a specific event. I was asked by a headmaster to work with students and faculty on the opening day of school. The Sage School was a new alternative school in Sun Valley, Idaho. On the opening day I addressed the assembled school and everyone learned the simple MindTime model and how it works. We mapped everyone in the school and spent the day practicing how to collaborate more effectively.
We learned how everybody has value to bring if we would only see it. And, by pointing out the likely pitfalls in human communication between the archetypes, we gave everyone both an awareness and tips on how to avoid them, or at least recognize them before they became an issue. I received a wonderful letter from the headmaster about a year later telling how enduring this learning had been and how it was still being used in lots of ways. That kind of work makes my life sweet in a really good way.
8. What potential application of the system would you most like to see happen?
I would support any application of MindTime that decreases violence in all of its forms and increases human empathy. That’s the driving force behind all of this work; it is an ideal shared by all of the partners in the MindTime Project.
Note: if you self-identify as a change agent, maverick or rebel at work, Foghound invites you to take a complimentary MindTime thinking analysis test to get a personalized profile of your thinking style, leadership style, relationships needs, communications style, and what you are most likely resist doing. Click here to get your profile, which takes just a few minutes.
If you’re interested in learning more about the potential application of MindTime for your organization, contact Lois (firstname.lastname@example.org) or John (email@example.com).