This is a presentation for a Luxoft webinar covering the Herrmann Brain Dominance Instrument (HBDI) and how it may help us in making our communication and motivation more efficient.

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HBDI
A hack for a better communication
and motivation

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The speaker
Mikhail Podurets
 Agile Coach @ Luxoft
Agile Practice
 CSPO, ICP-ATF

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Contents
 What is a psychological typology
 What do we need typologies for
 A little bit of the Brain science
 An overview of Herrmann Brain Dominance Instrument
 How to use the HBDI

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Psychological
typologies

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People are different
and psychological typologies are
classifications used by
psychologists to describe the
distinctions between people.

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Typology in communication

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Typology in motivation
 How can we address the
intrinsic motivation of the
person?
 How do we communicate
purpose and objectives to
increase relevance?

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Not all the tools are easy to use

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Brain science
From dummy

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Left and right hemispheres of the brain
 Analytical
thinking
 Languages
 Speech
 Math calculations
 Linear thinking
 Small picture
 Intuition
 Emotions
 Imagination
 Metaphors, music
 Abstract
concepts
 Big picture

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Left and right hemispheres in brief
Rational
thinking
Emotional
thinking

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The Triune Brain and the brain evolution
Neocortex
 Rational
thinking
 Language
 Operating
social
connections
Limbic system and
reptilian complex
 Instincts
 Emotions
 Learning
 Memory
 Behavior

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The Triune Brain in brief
Neocortex
Rational
thinking
Limbic system
and reptilian
complex
Emotional
thinking

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Let’s sum it up

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Herrmann Brain
Dominance
Instrument

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Ned Herrmann
 Majored Cornell University (physics and music)
 In 1970 he became manager of Management
Education for General Electric (GE) in 1970
 In 1978 he created the "Herrmann Participant
Survey Form" to profile thinking styles and
learning preferences in accordance with brain
dominance theory

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The Whole Brain model

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A: way of work
 Critical analysis
 Gather facts, information
 Precise measurements
 Argue rationally
 Unemotional
 Goal-oriented

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A: strengths and weaknesses
Weaknesses
 Hard to admit
they are wrong
 Prefer individual
work
 Place an
importance of
facts over people
Strengths
 Facts based
 Conducting
research
 Ideas and
concepts

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A: hints
Working place:
 Analytical mess: many
information sources, etc.
Speech
 “…Information source…”
 “According to the studies…”
 Numbers, facts

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B: way of work
 Not broken – don’t fix
 There’s a rule and place for
everything
 Detailed plans and procedures
 Discipline and reliability
 Stable processes
 Action-oriented

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B: strengths and weaknesses
 Control-
oriented
 Routine
 Detail-focused
 Linear
processing
 Resistant to
change
 May not be open to
creative ideas
 Uncomfortable in
dynamic
environments
 May not see the
‘big picture

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B: hints
Working place:
 Everything in the right position
Speech
 “..according to the standards.. ”,
 “we’ve always done that way”,
 “let’s not risk with the decision”

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C: way of work
 Empathetic
 Team-oriented
 Care about values
 Helping, coaching, partnering
 Participation and collaboration
 Attuned to people and group
dynamics

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C: strengths and weaknesses
 People focused
 Action oriented
 Visual
 Team/Group oriented
 Brainstorming
 Free-flowing activities
 Driven by personal
values
 Talks too much
 Too spontaneous
 Acts without
evaluating all
available facts
 Easily distracted
 Impatience with
routine and
structured activities

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C: hints
Working place
 Open for collaboration and
teamwork
Speech
 “motivation”,
 “collaboration”,
 “personal growth”
 “come up with your ideas”

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D: way of work
 Sees the big picture
 Integrates ideas and concepts
 Challenges established policies
 Impulsive and artistic
 Likes variety and multi-tasking
 Solves problems in intuitive way

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D: strengths and weaknesses
 “Big picture”
thinkers
 Innovative/creative
 Tolerant of
ambiguity
 Making
connections
 Intuitive problem
solving
 Overlook details
 Dislike routine or
repetitive tasks
 Tend to
procrastinate
 Have problems
prioritizing

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D: hints
Working place
 Creative disorder, notes,
pictures, inspiring little things
Speech
 “innovations”,
 “concept”
 “new idea”,
 “don’t mind the risks”

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Combined types
 Facts + Forms: realistic and practical
 Facts + Futures: brings up the ideas to a new level
 Forms + Feelings: stable team-oriented person
 Feelings + Futures: agility and openness
 Very rarely: Facts + Forms + Feelings + Futures

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Team profile

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Typical conflicts

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Facts vs Feelings
 Indecisive
 No need in
psychology
 Talks to much
 Too emotional
 Mommy boy
 Cold
 Heartless
 Not everything
can be
measured
 Doesn’t care
about people

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Forms vs Futures
 Undisciplined
 Unrealistic
 Doesn’t finish his
work
 Comes up with
useless ideas
 Much ado about
nothing
 Cannot think by
himself
 Too much
bureaucracy
 Not creative
 Against all new
ideas
 Slow-minded

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Which type are you?

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How to use the knowledge
1. Determine the profile of the person
2. Speak his language to increase relevance
3. If there’s a conflict try to move the standpoint of
the sides to the adjoining type
4. Try to have people of all profiles in the team

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It’s very important to remember
There are no good or bad profiles

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The sources
 Ned Herrmann “The Whole Brain Business
Book”
 https://en.wikipedia.org/wiki/Lateralization_
of_brain_function
 https://en.wikipedia.org/wiki/Triune_brain
 Daniel Goleman “Emotional Intelligence:
Why It Can Matter More Than IQ”
 James P. Lewis “Project Leadership”
 Daniel H. Pink “Drive: The Surprising Truth
About What Motivates Us”

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Thank you!
This presentation and all other by Luxoft
Agile Practice will be available at
Agile Practice (for employees)
Youtube and Slideshare (for everyone)