Business DNA Research

1. The Business DNA Profiles have been developed and validated since 1999 by a team of behavioral researchers from Georgia Tech University, practicing specialists and business people experienced in personality profiling.
2. The key theory we have validated is that each person has a natural DNA Behavioral style which is predictable and remains stable throughout their life.
   Further, we have expanded the depth of validated behaviors from 5 generally recognized primary factors to 8 primary factors and 24 sub-factors. The new insights include: Trust, Pioneering (Goal setting), Risk Taking and Risk Tolerance, Creativity and Learning Styles.
3. We have established the International Center for Behavioral Research to consistently review and enhance the accuracy and quality of our Business DNA profiling products.
4. Business DNA profile reports are available on request. Please email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Key Business DNA Research Findings

1. Natural DNA Behavior is Predictable

Our research with test and re-test procedures has shown that a person's natural DNA (default) behavior continuously repeats itself throughout a person's life. This is the behavior that is programmed into a person from birth to around the age of three. Very often it sits below the surface and is not seen because it is masked by learned behaviors.

2. Powerful Impact of Natural Behavior on Business Decision-Making

The natural behavior has a significant influence on a person's true life motivations and attitudes in a wide range of areas from which many business decisions are regularly made. These behaviors are most often revealed when a person is under pressure which is often triggered by money and relationships.

3. Applicability of Natural Behavior Worldwide

The natural behavior which is revealed using our process is equally applicable to a very broad range of people from different cultures and backgrounds. Our natural behavior model equally applies in the United States, Australia, Canada, Europe, India, Asia and South America.

4. Measurement of Differences Between Natural and Learned Behaviors

Our research has enabled us to measure the differences  between a person's natural behavior and their learned financial personality preferences in given situations and then how they integrate to form your unique Business DNA personality style.  Research shows that significant financial events during a person's childhood up to the age of 15 years will have significant lasting impacts on their life and financial attitudes regardless of the natural behavior. An example is in the area of risk taking where a person says that they do not currently want to take risk (learned behavior) because they have seen a parent go bankrupt but naturally they are a risk taker. This is key information in knowing how to guide a person in making business decisions.

5. Separate Measurement of Risk Taking Propensity and Risk Tolerance

Our research shows that a person's risk taking propensity and risk tolerance are different behaviors in the context of a person's risk profile. These are separately measured areas of behavior. For instance, over 20% of  people have a greater propensity to take risks than their ability to live with the consequences of taking them (ie the tolerance).

6. Expectations of Financial Guarantees

More than 20% of investors have a high expectation of their financial advisor to guarantee their financial results.

7. Influence of Learning Style on Financial Decisions

Our research shows that a person's learning style has a significant impact on how people perceive the risk profile of a product or transaction. We have learned to measure whether a person is "left brained" or "right brained". Therefore, the method of communication with people and the re-framing of information based on their inherent behavioral style is critical.

8. Setting Financial Goals - the Pioneering Factor

A landmark area of our research is the measurement of the Pioneering factor which is related to a person's drive to set and pursue goals. Research shows that there are 3 different behaviors which influence goal setting and how goals are pursued. These behaviors are:

• Initiating
• Competitive
• Determined

9. Trust - the Trust Factor

Research shows that people have a natural propensity to trust and others are naturally skeptical. There are 4 different behaviors which demonstrate trust:

• Delegation
• Open
• Approachable
• Relaxed

10. Delegation to Advisors, Coaches and Consultants

Research shows that people whose behavioral style is higher on control are less likely to delegate decision-making to an advisor.

11. Spenders

We have learned that the more naturally social and spontaneous orientated people are likely to be higher spenders and also likely to carry more debt.