opportunity 9 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. I have no time […]

opportunity 9 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. I have no time at all for personality testing. In my humble view, and based on all the research I have read, the Myers Briggs test is even less useful than psychometric testing in general. In my view, personality testing and, indeed, psychometric testing are horrendously unreliable. That said, personality is important in understanding human and, in particular, consumer behaviour. I would argue that personality is more important in influencing purchase decisions than demographic factors such as occupation, gender and marital status. Different personality types respond to different input. Different personality types behave differently. There is a wide range…