DLF/CVS Celebrity: Jessica Pearson (Suits)

The fact that Suits has a black woman running a law firm with an iron fist is a testament to the diversity of the show. But it is also a great example of how gender does not matter when it comes to MDNA gifts. Male or female, we all have the potential to achieve professional success and personal fulfillment.

Jessica Pearson – DLF/CVS

I think when the writers created Jessica’s character, they took a stereo-typically male Motivational Value System and put it into a minority female package. If Jessica was a man, she would be dismissed as another cookie-cutter character. Again, this makes the show interesting.

DLF (Dominion Leadership & Freedom)

The DLF has the potential to be an institutional authority and empire builder. They can be as tough as nails when it comes to leadership and power. Jessica admits all the time that she is always focused on power–especially as a minority.

Where Jessica’s character gets a little one dimensional is the DLF’s intrinsic motivation for loyalty. She is absolutely loyal and demands absolute loyalty as well. In one example, she could have disciplined an employee with termination, but chose not to because the infraction was done out of loyalty. Another facet of this the DLF, due to their demand for loyalty, is often betrayed, or at least feels like everything is a betrayal. This is a common theme in Jessica’s character arc.

“I know they said I couldn’t control you. You’re going to learn that I can.”

As a typical DLF, Jessica is also completely consumed with her professional goals. This leave very little room for romantic relationships. She gets a boost in this area through her secondary MDNA gift.

CVS (Compelling Value & Stewardship)

Just like Harvey, Jessica is private and independent. Money is not the main motivation, but it is a great way to keep score. She also has no problems blurring the lines to solve a problem with a creative solution. As a CVS, this is what it means to be relentlessly resourceful.

The show really has not pushed the envelope with Jessica’s character yet, compared to Harvey, Mike or Louis. But she plays a vital role of leadership and establishing the culture of her law firm. She commands the respect of her peers. She is strong. Female leaders should not shy away from embracing the DLF gift in this manner.

We’ll end this week with our two supporting characters Donna and Rachel.

Fictional characters also can have MDNA profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

CVS Celebrity: Muhammad Yunus (Nobel Peace Prize Winner)

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA profiles. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

Muhammad Yunus

CVS (Compelling Value & Stewardship)

Muhammad Yunus is a Bangladeshi banker, economist and founder of the Grameen Bank. In 2006 Yunus and Grameen Bank received the Nobel Peace Prize “for their efforts through microcredit to create economic and social development from below”. Yunus has received several other national and international honours including the U.S. Congressional Gold Medal in 2010. He is author of the books Banker to the Poor and Creating a World without Poverty.

The idea for the Grameen Bank started with a mere $27 loan to 42 people. During the famine of 1974, Yunus was the head of the economics department at Chittagong University.  He felt silly teaching elegant economic theories while people were dying around him. He discovered that local villagers were in a vicious cycle of poverty because of loan sharks. So Yunus decided to do something about it personally. That first loan would be the spark for an inspiring movement that has spread around the world.

We have profiled Muhammad Yunus as a CVS for his revolutionary approach and vision to eliminate poverty worldwide. The most common core competence of the CVS is to provide valued access. This is precisely what Yunus has done through compelling value and stewardship.

The CVS is also extremely versatile and competent in startup situations. As much as Yunus used microcredit as a tool, he also saw that the poor lacked access to so many other valued services that we take for granted. His solution is to start social businesses. There are many examples of this valued access that Yunus has initiated.

First, there is Grameen Kalyan, or Grameen Health Care, which has over 50 clinics in rural Bangladesh and provides insurance for a family of seven for $1 a month. Grameen Green Children Eye-Care Hospitals, provides cataract surgery and general eye care. Grameen Danone sells fortified yogurt in the hopes that kids will get two units a week in order to get the basic intake of vitamins and minerals that are missing in their diets. Other ventures include a fishery and livestock company. The fisheries have greatly improved the yields of their ponds. And they have a seed company and encourage people to plant and eat a variety of fruits and vegetables to have a balanced diet.

Today, Yunus is working on providing everybody valued access to quality education. In 2012, he joined the Africa Progress Panel to develop strategies for equitable and sustainable development through the Global Partnership for Education. (This, along with his past as an educator, indicates KWR [Knowledgeable Wisdom & Responsibility] as his very possible secondary MDNA Profile.)

It may surprise many that in all of Yunus’ endeavors, he doesn’t own a share of his companies. But as a CVS, that is not surprising at all. The CVS tends to be generous without requiring recognition while being highly focused upon sustainable legacy. In this way, Yunus is doing his work for the benefit of the community and not for personal gain.

CVS Celebrity: Warren Buffet

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA profiles. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

Warren Buffett

CVS (Compelling Value & Stewardship)

Warren Buffett is considered arguably the greatest investor in American history. Just $10,000 invested in Berkshire Hathaway when Buffet took control in 1965, would be worth more than $50 million today.  Even though he is one of the richest men in the world, Buffett still lives in the same house he bought three decades ago for $31,500, drives an older Lincoln Towncar, and some say downs countless cans of Coca-Cola every day.

On top of this all, Warren Buffett has pledged to give away 99% of his wealth before he passes away. He’s inspired other billionaires such as Bill Gates and Mark Zuckerberg to sign a “Giving Pledge” promising to give half of their wealth away in their lifetimes.

How does this frugal billionaire achieve such a level of success and fulfillment? Warren Buffet is a CVS. This became apparent right from childhood.

When Buffett was six, he bought a 6-pack of Coca-Cola for a quarter then resold each bottle for a nickel. He pocketed his first 20% profit. Even as a child, while other children were outside playing, Buffett was making money. Then at age eleven, he bought three shares of the company Cities Service Preferred at $38 per share. After watching the stock drop to $27, he held on until they rebounded which he quickly sold at $40. Buffet learned his first major lesson on investing as the shares would eventually reach up to $200 per share. He learned the virtue of patience.

The CVS has a knack of attracting, recognizing and exploiting financial opportunity. They are very resourceful and flexible when it comes to creating opportunity. During high school, Buffett made $5,000 delivering newspapers (equal to over $42,000 today).

Buffett is called the “Wizard of Omaha”, “Oracle of Omaha”, or the “Sage of Omaha” and is renowned for his value investing philosophy and for his personal frugality despite his immense wealth. These also are core CVS traits.

What is most compelling about Warren Buffett however, is his commitment to philanthropy. But to him, it isn’t about just giving money away. It’s about creating a legacy of value and impact. To the CVS, combining value and legacy is as motivational and fulfilling as it gets. We often refer to the CVS as the “gift that keeps on giving.” Warren Buffett is the epitome of this.

This quote from 1988 highlights Warren Buffett’s thoughts and whyhe is one of the most respected and famous CVS in the world:

“I don’t have a problem with guilt about money. The way I see it is that my money represents an enormous number of claim checks on society. It’s like I have these little pieces of paper that I can turn into consumption. If I wanted to, I could hire 10,000 people to do nothing but paint my picture every day for the rest of my life. And the GDP would go up. But the utility of the product would be zilch, and I would be keeping those 10,000 people from doing AIDS research, or teaching, or nursing. I don’t do that though. I don’t use very many of those claim checks. There’s nothing material I want very much. And I’m going to give virtually all of those claim checks to charity when my wife and I die.”

CVS Celebrity: Gene Simmons

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA profiles. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

Gene Simmons

CVS (Compelling Value & Stewardship)

Gene Simmons is a musician, singer-songwriter, record producer, actor, and entrepreneur, most famous for being co-founder of the one of the most successful rock bands of all time, Kiss. Kiss has sold more than 100 million albums worldwide. Simmons also starred in the reality television series Gene Simmons Family Jewels for seven seasons.

Gene Simmons is an interesting celebrity to profile. His MDNA may surprise you. Like most celebrity musicians, it would be easy to assume that he is an EIA (Empowering Inspiration and Attraction) with nicknames such as “The Demon” on stage and “Dr. Love.” Absolutely with no doubt, Gene Simmons understands the social spotlight and how to entertain the masses like many EIAs in popular media do.

Upon closer examination however, Simmons’ and Kiss’ success does not stem from being EIA. Gene Simmons is a CVS through and through.

Simmons does not consider Kiss a rock band, but rather a rock brand. He understands business—especially the aspect of brand licensing. Kiss is one of the most licensed brands in the world. Some reports say there are over 3,000 licensed products with the Kiss brand available. When it comes to business, the core competency of the CVS is “Valued Accessibility.” Whether you appreciate the music or not, Simmons has done a masterful job of creating access to Kiss while generating substantial value and ROI.

Another quality of the CVS profile is the ability, flexibility and adaptability to start a diversity of new ventures. Many CVS are serial entrepreneurs and love funding new businesses. Simmons is no different. The rock star has a multitude of side projects from car dealerships, clothing lines, publishing, restaurants, financial services and of course, record labels, associated with his name. His latest venture is the L.A. Kiss arena football team. Simmons is a capitalist and is completely unashamed of it.

An interesting fact about Simmons is that he is adamantly against drugs or alcohol use, which may be surprising considering his career. The CVS typically is very careful about being a steward of his or her body, seeing physical health as a valuable resource. Second, if you listen to many of Simmons’ interviews, you will see that he has no problem with ideological tension, from religion to the institution of marriage. The CVS prefers not to see the world in absolutes, and neither does Simmons. Finally, the CVS has no problem pointing out the deficiencies in others without wanting to be confronted with their own past issues. Again, there is an interesting pattern of this in all of Simmons’ interviews.

What is fascinating is that, even as one of the best-selling bands of all times for over 40 years, Kiss has never been inducted into the Rock and Roll Hall of Fame. One theory is simply because Simmons sees Kiss as a business first, rock band second. He has no illusions of where the value is.

How many other would-be-successful performing artists could benefit from the same CVS approach?

As a final side note, an equal contributor to Kiss’ success is co-founder Paul Stanley (aka “Starchild”). After reading additional articles about the relationship between the two, our initial theory is that Stanley is a UCD (Unyielding Conviction & Design). The CVS and UCD are a very potent combination in business as demonstrated by pairs such as Bill Gates (CVS) and Paul Allen (UCD) of Microsoft, and Warren Buffet (CVS) and Charlie Munger (UCD) of Berkshire Hathaway.

CVS Celebrity: Chuck Feeney

The Billionaire Who Wasn't

The book, The Billionaire Who Wasn’t: How Chuck Feeney Made and Gave Away a Fortune Without Anyone Knowing,  by Conor O’Clery is a fascinating example of the MDNA gift of Compelling Value & Stewardship.

Feeney collaborated with the biography which shares his incredible story:

In 1988 Forbes Magazine hailed Chuck Feeney as the twenty-third richest American alive. Born in Elizabeth, New Jersey to a blue-collar Irish-American family during the Depression, a veteran of the Korean War, he had made a fortune as co-founder of Duty Free Shoppers, the world’s largest duty-free retail chain. But secretly, Feeney had already transferred all his wealth to his foundation, Atlantic Philanthropies. Only in 1997, when he sold his duty free interests, was he “outed” as one of the greatest and most mysterious American philanthropists in modern times. A frugal man who travels economy class and does not own a house or a car, Feeney then went “underground” again, until he decided in 2005 to cooperate in a biography to promote giving-while-living. Now in his mid-seventies, he is determined his foundation should spend the remaining $4 billion in his lifetime.

In 1997, Time Magazine said: “Feeney’s beneficence already ranks among the grandest of any living American.”

The classic attributes of the CVS start with the intrinsic motivation to stewards of all resources, whether they be financial, intellectual or human capital. The CVS has the innate ability to attract and capitalize on opportunities–especially in the financial sense. Those with this Motivational Value System are very private, independent, resourceful and frugal (frugality often to the point of frustration of others). And when the CVS gives, they prefer to do it anonymously. In fact, Feeney was so secretive in his generosity that he threatened legal action against any beneficiary that tried to recognize him. And he would have stayed a secret if not forced to reveal his charitable activities.

Chuck Feeney embodied all of these and other attributes of this MDNA gift to the benefit of all society.

“I had one idea that never changed in my mind—that you should use your wealth to help people. I try to live a normal life, the way I grew up.” ~ Chuck Feeney

In February 2011, Feeney joined The Giving Pledge, which is a campaign to encourage the wealthiest people in the world to make a commitment to give most of their wealth to philanthropic causes. In his letter to Bill Gates and Warren Buffett, the founders of The Giving Pledge, Feeney wrote,

“I cannot think of a more personally rewarding and appropriate use of wealth than to give while one is living—to personally devote oneself to meaningful efforts to improve the human condition. More importantly, today’s needs are so great and varied that intelligent philanthropic support and positive interventions can have greater value and impact today than if they are delayed when the needs are greater.”

It’s not surprising that Bill Gates and Warren Buffet, in the context of MDNA, are also gifted CVS. This is why the CVS is often described as, “the gift that keeps on giving.”

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA gifts. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

CVS Celebrity: James Bond

He’s the secret agent with a license to kill. But does every man want to be 007? It depends on your MDNA.

Fictional characters also can have MDNA profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

James Bond’s psychological profile (even though he is a fictional character) has been greatly analyzed and debated over the years. The truth is, though he is an action hero and suave with the ladies, he isn’t a very nice person. He’s basically an anti-hero. To some he is cool and sexy. To others he is a sociopath, misogynist and emotionally broken.

Yet if you analyze the common intrinsic motivations of the character through the movies, you will see the CVS (Compelling Value & Stewardship) MDNA. This is a great example of where the CVS is not just about financial resources. To the pure CVS, everything is a resource, external and internal, to be accessed and managed for some form of ROI.

“Relentlessly Resourceful”

When describing the CVS, we know they are very private, independent and the most diverse of all the MDNA gifts. We like to use the term “relentlessly resourceful.” James Bond is all of the above. He shares very little about his personal life, always works alone (except for the Bond girl), and must think on his feet using every tool available to be the hero. He is not interested in building an empire for himself like the DLF. He also loathes having to depend on others because someone will always double-cross you. This is why you can never con a CVS because he is always expecting the other shoe to drop.

In fact, all lone wolf and mysterious anti-heroes in entertainment and fiction are versions of CVS–just with different secondary gifts to make them different. Think Wolverine of the X-Men, Jason Bourne from The Bourne Identity, and Daryl Dixon from The Walking Dead.

The other amplified CVS trait of Bond is that there is no black and white. Everything is a shade of grey meaning they have no problem with ideological differences. They are free to comply or rebel simply because they can and want to. This is why James Bond has no problem using questionable methods to get the job done. In the same vein, a CVS always chooses to solve problems in a creative fashion versus bashing down the front door.

Is James Bond a severely “damaged” character?

Of course. Isn’t that why we enjoy watching him so much? The lesson here is not to confuse someone’s mental health with their motivational value system. Your intrinsic motivations drive you regardless of your dysfunctions.

An interesting experiment would be how each MDNA gift would use a license to kill differently. If you are familiar with MDNA, you probably already can see the differences. But, thankfully, this is one R&D question we never could (and should) really test. But I do confess, I would be curious. Hmmm…

CVS Celebrity: George Lucas (Star Wars)

The real reason why Star Wars is a global cultural phenomenon according to MDNA.

The release of the latest Star Wars movie has the entire world thinking all things Jedi and the Force. In full disclosure I have not seen the latest episode now helmed by Disney and director JJ Abrams. But with all the hoopla I decided to do a little digging to see if there was an MDNA profile for us to learn from. Oh boy there was!

For many of us, Star Wars is the defining movie franchise of our youth. But what many don’t realize is that the real success behind Star Wars wasn’t just about a new galaxy far far away. It had to do with George Lucas and his intrinsic motivations and social DNA.

George Lucas: CVS (Compelling Value & Stewardship)

There is a really unique history here, especially a financial one. Star Wars would not be the iconic franchise it is today if it wasn’t for Lucas’ financial foresight and maneuvers. This goes back to his early days at film school.

The CVS is a master in the startup situation because of his resourcefulness, flexibility and ability to start an initiative in creative ways others might have not considered. They are very opportunistic. Lucas, during film school, noticed how everybody else would talk about making movies but it was just hopeful rhetoric. So he decided to always be doing something about it. During a technical exercise where the class was simply learning how to use a camera for a minute of footage, he decided to jump on the opportunity and make a movie with his time. That short movie, made during class instruction, went on to win short film awards. A sign of things to come.

The CVS is relentlessly resourceful and diverse in his approach. Reading how he made his first recognizable hit American Graffiti you will see the CVS gift in its glory. Lucas never wanted to write, but the situation called for it. If you listen to the way he described his account of those days, you will notice he was very keen on the finances. He understood how to manage his resources for maximum return to achieve his vision. But nothing would come close to his ability to drive compelling value from his story about Jedi knights and a young hero named Luke Skywalker.

The Steward of Star Wars

To a CVS, independence is a very important intrinsic motivator. Lucas is no different and he states his independence is one of the most important factors for him in many of his interviews. The CVS is also very private. Again, Lucas is the same. When Star Wars became a major hit, he needed time to adjust to the sudden interest into who he was as a person. He just wanted to make movies.

After Star Wars was a hit, Lucas decided to self-finance Empire Strikes Back. He also bought the merchandising. Lucas would be in complete control of how his franchise and its value. This is stewardship in action. A CVS is willing to reinvest with calculated risk. Star Wars was a resource. One that he has exploited to massive profit over the years. But for him, it wasn’t about the money. It was about the ability to be in control and have the independence to make sequels. Money, among other things, is simply a resource and a way to keep score. Lucas didn’t even know if his investment would be successful. He was simply willing to put his money where his mouth was and exercise his independence. Of course it paid off.

It is no secret that Lucas isn’t the greatest film maker in the world. His next three sequels, episodes I, II and III were considered disappointments. Yet they made money in all forms of revenue from action figures, comics, conventions and animated television spin-offs. Lucas truly was a master steward of Star Wars.

Disney Awakens the Force

Lucas sold the Star Wars assets to Disney for just over $4 billion. To him, it was simply cashing in an asset. This doesn’t imply he didn’t care about his creation. He did and still does. But it was time. It was the right financial and professional move to make. Lucas describes the sale like an amicable breakup. Some may consider him an sell-out with no artistic integrity, but it’s a move the CVS knows how to make.

What’s fascinating is, had Lucas not approached Star Wars as a steward and secured it’s value, the franchise wouldn’t have even been his to sell. Like many in entertainment and other industries, to make a dream reality, rights are sold ahead of time so that the parties with the deepest pockets prevail long-term. But Lucas understood his value and was willing to invest in it by foregoing short-term financial relief.

(There was another CVS that did the same move. His name is Bill Gates. Gates kept the copyright to PC DOS, Microsoft’s first operating system. Financially speaking, that turned out better than Star Wars did.)

The Disney empire will go on to print money on Star Wars many times over the purchase price. And most likely, all the future iterations of stormtroopers and lightsabers will be an improvement beyond anything Lucas could have ever produced. The franchise might have gone to the dark side according to some, but I for one have a different admiration and respect for George Lucas and his true CVS powers.

May the force be with you George, always. (Sorry I had to!)

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA profiles. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

CVS/DLF Celebrity: Jeff Bezos (Amazon Brand Culture)

How did Amazon.com become the “Everything Store” we know today?

Let’s take a look at its founder Jeff Bezos and how his intrinsic motivation and social DNA created the online retailers’s Brand Culture.

Jeff Bezos – DLF (Dominion Leadership & Freedom)

Bezos is a DLF through and through. In 2013, a book entitled The Everything Store: Jeff Bezos and the Age of Amazon by Brad Stone revealed what his employees have known for years. On one hand, Bezos is compassionate, charming and a humorous person in public. On the other, he is an abrasive leader that dominates with fear and demand respect. He is known to be driven, bold, and caring nothing for consensus and civility. He can explode into what some employees call “nutters.” His standards are exacting and his rebukes devastating. And the way Bezos makes deals or acquires other companies is nothing short of complete domination with absolute refusal to lose in any way.

We’re not here to bash anybody’s character. Nobody can argue the success of Amazon. These are just the facts and reveal the positive and negative traits of the DLF gift. For every strength that comes from this type of Motivational Value System, there can be a weakness.

The DLF has no issues wielding institutional authority. Here are some choice Bezos quotes as reported by the author Brad Stone:

“Are you lazy or just incompetent?”

“I’m sorry, did I take my stupid pills today?”

“Do I need to go down and get the certificate that says I’m CEO of the company to get you to stop challenging me on this?”

As a DLF, Bezos imprints his intrinsic motivations and social DNA into the work culture. Amazon is renowned for being a confrontational and competitive place to work. In fact Amazon’s 14 leadership principles demand it. Here is an excerpt:

“Have Backbone; Disagree and Commit: Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined, they commit wholly.”

Some thrive working at Amazon. Other former employees would never go back. Whether you agree or disagree with his approach, the truth is, in order to manage a $300 billion plus organization with over 150,000 employees, a DLF approach is essential. This brings us to Amazon the company itself.

Amazon Brand Culture: Scalable Systems through Valued Access

When a DLF like Bezos founds a company, it is imprinted with the Brand Culture of “Scalable Systems.” This is the “promise” of the brand and basically means the company wants to be bigger and better using systems to grow. Everything in Amazon, from marketing to warehousing and now delivery by drones, is about systems to help the brand scale. While Amazon started with books, many don’t see the full scale of its enterprise. For example, Amazon Web Services handles the computer infrastructure of thousands of technology companies, universities, and government agencies. There’s also TV and tablets just to name a few more.

Amazon also has the secondary Brand Culture of “Valued Access.” This is the “personality” of the brand that makes value as accessible as possible to all customers. The Valued Access Brand Culture is imprinted by a CVS (Compelling Value & Stewardship). If it is the secondary of the company, then it is typically also the founder’s secondary. But all secondary Brand Cultures can be changed over time by new leadership and market dynamics. In this case, we do believe that Jeff Bezos is a DLF/CVS.

To summarize, Jeff Bezos, as a DLF/CVS, imprinted the Brand Culture of Scalable Systems through Valued Access. Case in point, here is Amazon’s vision statement which is evidence of the Brand Culture:

Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

That’s the official vision that has shaped Amazon into becoming the Everything Store. But in simpler terms, according to Bezos, “You won’t find a cheaper, friendlier place to get everything you need than Amazon.” There is your DLF/CVS in a nutter nutshell. (Sorry, couldn’t resist.)

In the end, there is a lot every DLF and CVS that wants to build a successful company can learn from Jeff Bezos and Amazon’s Brand Culture. You don’t have to be an online retailer either. Who knows, maybe someone armed with this MDNA will provide some stiff competition.

Read the full article on Jeff Bezos and the book here (it’s a great read) >

Please note that these are unofficial profiles only and have not been verified. Description is only based upon public information and may represent either primary or secondary MDNA profiles. This profile is intended for educational purposes only to demonstrate the possibilities of MDNA for those that have been personally assessed.

In an IAF vs. DLF World Which Game of Thrones Character Are You?

Game of Thrones, the novels and the mega-hit HBO series follows a currently popular trend of IAF characters trying to survive and win in a DLF world.

Fictional characters also can have MDNA Profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA Profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

Please note that I stopped watching GoT on television after season 4 for personal convictions (how UCD of me). I do keep up on the story somewhat. But I also have only read the first four novels. Even though I might not be current on the story, I’m pretty sure I have enough to use GoT as an opportunity to learn and teach about MDNA.

DLF vs. IAF: Power Versus Compassion

The DLF is all about institutional authority and loyalty. This is overtly represented in GoT by all the warring factions that want to win the Iron Throne. This is a cruel world where domination, politics and exploitation reign. The DLF, in many ways, is like a king or queen of an empire that can fall into these traps of power and authority.

This is where the story becomes interesting as the characters we cheer for on GoT are mostly IAFs. This is also where we are heart broken because as the IAFs show mercy, compassion and generally try to do the right thing as human beings should, they are punished (most often to their deaths) by the DLF powers that be. In other words, the IAF is always being crushed for their sensitivity and hearts.

The IAFs in the story that do gain some power however, are then caught in an internal struggle of how to lead while achieving a vision simultaneously preserving their ideals and souls.

Let’s examine a few characters and how their MDNA gifts create a compelling narrative. Now although we will focus on the DLF and IAF characters, no world, fantasy or not, would be complete without the other MDNA gifts. We will touch on them here as well. (They will be at the bottom.)

Eddard Stark – IAF

Commonly referred to as Ned, Eddard Stark was the Lord of Winterfell and the Warden of the North. He is our first hero and demonstrates the IAF sense of excellence, compassion and loyalty. You can see his love for family and the sensitive nature in which he lorded over his kingdom. However, Ned’s trap was his sense of duty and sacrifice that followed King Robert Baratheon back to King’s landing. It is there his compassion ultimately leads to his demise as he is betrayed by a bunch of DLFs and slowly fed through the wood chipper and finally beheaded which starts a war.

That’s just the beginning of how deep this DLF vs. IAF world goes.

The Lannisters – DLF

House Lannister of Casterly Rock is one of the Great Houses of the Westeros world in GoT. It is also one of its richest and most powerful families and oldest dynasties. House Lannister’s Heraldry consists of a golden lion and their House words are “Hear me roar!” Their unofficial motto, which is as well quoted as the official one, is “A Lannister always pays his debts.”

These are classic traits of the DLF. A roaring lion is the perfect animal to represent the DLF gift, while loyalty is always rewarded.

Tywin and Cersei Lannister are the ultimate representations of power-hungry institutional authority. Twyin, as the patriarch of the family, expects everybody, especially his children, to obey and keep the family institution strong and growing. Each are assigned key roles and there is a system of power that everybody must follow. To Tywin, pain is a part of life and his offspring are expected to “suck it up” and grow into their leadership. His daughter Cersei is the exact same, however she was cursed with being a woman in a man’s (fantasy) world. If she was male, she would have gladly become king and ruled with the same domination and ambition.

A common and unfortunate vulnerability for the DLF is “betrayal from within.” This occurs when others do not respond to imposed institutional authority. Those that appear loyal within inner circles can then become opposition. And no matter at what level opposition occurs, this is interpreted with feelings of betrayal by the DLF. In the case of GoT, this betrayal is quite literal as Tywin ends up being murdered by his own son Tyrion.

Let’s not forget Joffrey Baratheon. He is the son of Cersei Lannister which gives him a key political role in the Lannisters obtaining power. He becomes King after Robert Baratheon. Even before he ascends to the Iron Throne however, Joffrey is spoiled, arrogant, cowardly, and sadistic. This just gets worse when he actually becomes king.

Of course Joffrey is murdered by his own grandmother-in-law (ahem, there’s that pesky DLF betrayal from within again). Which led all fans of the show to cheer because he was the absolute worst (and well portrayed) expression of an immature DLF.

Tyrion Lannister – IAF

This is where one of the more colorful characters advances the story. Played by the amazing actor Peter Dinklage, Tyrion is born a dwarf and is shunned by his family. Yet he possesses an amazing intelligence, wit and intuition. Many times during the story he demonstrates his ability to sense what others are feeling and any accompanying ulterior motives. The issue is that Tyrion is ruled by his own sense of self-gratification. This is expressed through addictive behaviors, sexual promiscuity and in general settling for mediocrity compared to his family name.

The IAF is wired for intimacy. Deep down they want to know others and be know. This is why IAFs tend to have a very close intimate circle of friends which they fiercely care for. Tyrion’s character was no different as evidence by his relationship with Shae, a prostitute that later turns on him and breaks his heart.

Through this story arc, Tyrion slowly begins to demonstrate his compassion and breaks away from his family institution. He refuses to exercise his authority over Sansa, the daughter of Eddard Stark that was forced to marry him after she was supposed to marry Joffrey (yes it gets convoluted but that’s the GoT for you). All to the chagrin of his father of course. And as we know, he ends up killing his father. This is where his journey begins to become redemptive in a way that only GoT fans can appreciate.

Daenerys Targaryen – IAF

Daenerys becomes a queen after hatching dragons (yes, this is where things take a fantastical turn but it is executed believably enough in the books and show). She is, depending on what side you are on, the rightful heir to the Iron Throne. And because she is “The Mother of Dragons,” she is immediately recognized with power and destiny.

In the beginning of the series, Daenerys is married to Khal Drogo who represents the DLF authority in her story arc. At first, she is forced to submit to him but later falls in love and wins his heart. Classic IAF stuff! But after Drogo dies, she is introduced to the authoritarian struggle of trying to reclaim her birthright. And throughout this journey she must constantly deal with her inner conflict between compassion and power as a leader. And as usual in the GoT world, her compassion gets her in trouble.

This quote from the show demonstrates being an IAF in a DLF world the best:

“You have a good claim: a title, a birthright. But you have something more than that: you may cover it up and deny it, but you have a gentle heart. You would be not only respected and feared, you would be loved. Someone who can rule and should rule. Centuries come and go without a person like that coming into the world. There are times that I look at you, and I still can’t believe you’re real.” ―Ser Jorah Mormont to Daenerys Targaryen

Let’s take a look at some other supporting characters with other MDNA gifts that add to this mix.

Bronn – CVS

Bronn is a sellsword; a mercenary soldier whose services as a fighter are always for hire. He first starts as obscure muscle-for-hire, but is eventually financially retained by Tyrion Lannister and because of his skills, eventually becomes a knight. As per typical CVS fashion, he is motivated by ROI. He is also independent and private with his life (unless drunk) just like the CVS. In this case, he wants to be paid in gold and will work for the highest bidder. And also common to CVS, there is no black and white to him. So in the DLF world of political power, everything is a shade of grey when it comes to morals and integrity.

Podrick Payne – SSA

“Pod” starts as a squire for Tyrion Lannister. Squires in this world are basically servants to knights. And as punishment for a crime he was assigned to servitude under the dwarf Tyrion. However Podrick, although he struggles with the morality of the entire scene, serves Tyrion tirelessly and even saves the Lannister’s life. Slowly he begins to earn favor and is given more authority and responsibility. This is typical for the SSA to always be promoted as they demonstrate servant leadership and build platforms of success under others. True to form, Pod stays loyal to Tyrion even when he is offered a massive reward of knighthood to betray his friend.

Eventually Podrick is assigned to squire for Brienne of Tarth, a female warrior on a very dangerous assignment. While Brienne assumes that Podrick must hate being in her service, he is actually proud to be her squire and admires her skills. She apologizes for her previous rude behavior and offers to teach him how to wield a sword and ride a horse properly. The relationship between the two provides some of the more heartfelt scenes in the cold cruel world of GoT.

Pod was one of my favorite characters to watch and demonstrates the heart and gift of the SSA.

Melisandre – UCD

Also known as the Red Woman, Melisandre claims to be a Red Priestess of the Lord of Light. She represents the UCD theme and spirit (pun intended) in the GoT. As a UCD Melisandre is driven purely by an ideology which is expressed in a form of religion. She is an advisor to Stannis Baratheon who believes he should also be king on the Iron Throne (yes there are a lot of people fighting for DLF power here that it becomes hard to keep track). Stannis is a cookie cutter DLF. This is a very typical combination of a UCD advising a DLF on strategy and how to fix problems based upon convictions and principles. The UCD, being also driven by deep vision, understands the sacrifice often necessary to uphold an ideology. This, in the case of the Lord of Light in the GoT, of course involves blood sacrifice and death by fire.

Being a UCD myself, I get a chuckle when I read the following quotes from the Melisandre character because I have said the same only using different words and of course outside of a fantasy world:

“Death by fire is the purest death.”

“Look to your sins Lord Renly, the night is dark and full of terrors.”

(Yup, I can be a bit dramatic at times but sometimes people like us can’t help it!)

I know I have missed out on other major fan-favorite characters such as Jon Snow, Robb and Arya Stark. To be transparent, I am on the fence with these characters and should eventually get to digging in and properly profiling them. I will update this when appropriate. Until then, this should give you a good idea of how to read or watch Game of Thrones through the MDNA lens.

Celebrity MDNA: Batman v. Superman

When it comes to intrinsic motivation and social DNA, there is a lot we can learn from even fictional comic book characters like Batman and Superman.

Batman – CVS (Compelling Value & Stewardship)

Let’s start with the caped crusader. He was created as a CVS. We won’t go into major detail here as you can simply read the standard CVS archetype hero in our post on James Bond. But as an overview, the CVS is independent, private, relentlessly resourceful (he has no superpowers so he needs all his tools) and has no problem with the grays of morality. Batman won’t think twice in using guile or underhanded tactics to gain an advantage. He happens to be a billionaire which also adds to the CVS standard approach to maximizing resources to make things happen.

If we had to peg this Dark Knight’s secondary MDNA, we think he would be UCD (Unyielding Conviction & Design) based on recent incarnations. So final verdict for Batman is CVS/UCD.

Now Batman’s Man of Steel counterpart is more interesting.

Superman – From UCD to SSA (Back to UCD?)

Superman is traditionally known as a boy scout. He has been portrayed with a strong sense of purpose, morality, selflessness, incorruptibility, modesty, fairness, compassion, and hope. Superman was raised to believe that his abilities are gifts, and are not to be abused. This is classic SSA (Sacrificial Service & Authority). His alter ego Clark Kent plays to the SSA even more by being in the background and just wanting to help people in need.

But deep down inside Superman is a brooding anger which shows up in many stories over the years. When he was originally created, he was not the boy scout we all see as the perfect American hero–the best in us we all want. This SSA was imprinted upon him by his adopted human parents. The alien Superman is a UCD with a deep sense of conviction that can be very hard on himself and others. His convictions are so strong they can seem naively optimistic, while being respectful of the law and intolerant of any abuse of power. The UCD will make issues black and white while attempting to fix the problem. This seems to be the Superman we are seeing in the new iteration of movies from DC Comics directed by Zack Snyder.

If we had to commit, we’re going with Superman as UCD/SSA. He is a UCD deep down but has learned to serve the greater good as an SSA and maintain his mild mannered alter ego the same way.

When CVS and UCD Collide

What we know is that the CVS and UCD can be a potent combination. There are many famous CVS and UCD combos such as Bill Gates (CVS) / Paul Allen (UCD) and Warren Buffet (CVS) / Charlie Munger (UCD). As beneficial the synergies can be however, the two gifts, when at odds, can be quite destructive. Especially when the black-and-white-world of the UCD meets the world-where-everything-is-gray of a CVS. This seems to be the premise of the upcoming Batman v Superman movie that pits the two heroes against each other to eventually becoming allies.

Of course there is Wonder Woman. As an amazon princess, we’re betting DLF (Dominion Leadership & Freedom). But that’s for a future profile.

We’ll be sure to do a follow up when we finally watch the movie.

Fictional characters also can have MDNA profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

UCD/CVS Celebrity: Harvey Specter (Suits)

In honor of the 5th mid-season premiere, it’s Suits week at MDNA Institute–one of my favorite shows on the USA Network. If you’re a fan, you will love this profile series. If you have never watched this amazing show, go do it! It’s on Netflix (at least for us in Canada).

Harvey Specter – UCD/CVS

Of course we have to start with Harvey! He is a UCD/CVS. While at first, he may seem like a CVS primary, if you watch carefully you will see a very complex UCD primary that acts the CVS as a secondary.

UCD (Unyielding Conviction & Design)

Harvey is driven by black and white ideologies. Growing up, his greatest trauma came from his mother having an affair. This has driven his unyielding convictions to present day. He is a problem solver–a very strategic one. When a deal is broken, he is called in. When all hope seems lost and chaos has erupted, he figures it out. He is blunt and has no problems standing completely alone for his beliefs.  But again, and most importantly, it’s his black and white ideologies that make him a UCD over any other MDNA gift.

Here are some choice quotes that scream UCD:

“The only time ‘success’ comes before the ‘work’ is in the dictionary.”

“Winners don’t make excuses when the other side plays the game.”

“What are your choices when someone holds a gun to your head? You do what they say or they shoot you, right? Wrong! You take the gun. You pull out a bigger gun or you call their bluff or you do one of another 146 other things.”

Another trait of the UCD is the ability to front-load the investment for professional success and personal fulfillment.

“Now when I got here, I dominated. They thought I worked 100 hours a day. Now, no matter what time I get in, nobody questions my ability to get the job done. Get it through your head. First impressions last. You start behind the eight ball, you’ll never get in front.”

In the most recent episodes, Harvey was willing to completely resign from his position as managing partner for his convictions. One of his major ideologies is loyalty. He also is willing to give people opportunities for redemption and to live out their designs. That’s why he hired Mike, who was a small-time drug dealer at the time, and gave him a chance to become a (fake) lawyer. This is something a CVS would not typically do.

CVS (Compelling Value & Stewardship)

Harvey takes on the lone wolf James Bond anti-hero persona as part of his dysfunctional coping mechanisms. In recent episodes, he is seen working with a therapist who sees this and cracks through the veneer.

The CVS is relentlessly resourceful and, private, independent and a master at solving problems involving financial resources. This is all Harvey. Watch how he plays poker and you will a cool and calm CVS.  However, to highlight this difference again, the CVS has no problems with shades of grey when it comes to issues and can easily work with ideological tension. Not Harvey. As a UCD, he would rather fracture a relationship than accept a different ideology.

All in all, Harvey is one cool dude. And he knows it.

“Sorry, I can’t hear you over the sound of how awesome I am.”

Fictional characters also can have MDNA profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

Offline or Overload? In Case of Emergency...

Now that we have reviewed the entire relational spectrum, it's time to see how, in this context, the brain works in conjunction with MDNA gifts.

As we know, the brain has two halves. Left brain and right brain. Without getting into too much neurological detail, and for the sake of MDNA, we have labelled each side of the brain with a label based upon its generalized function:

• Left Brain = Truth in Action
• Right Brain = Joyful Relationships

Truth in Action to Offline

The UCD, SSA, and KWR can have a tendency to operate only in truth in action mode, and therefore, risk going offline. Going offline means your left brain has taken over and you are only thinking about who is right or wrong. It becomes all about what you think should be done, regardless of how it affects people emotionally. In this state, people can be cranky, need to be right all the time, and care less about relationships. This doesn't have to be expressed externally either. For example. the SSA will simply move behind the scenes and just go into "servant" mode.

Joyful Relationships to Overload

On the other side, the CVS, DLF and IAF, being all about relational engagement, can go into overload. This is when you overload yourself with emotions, or you overload others with emotions using your gifts. For example, an IAF can be flooded with all the details and freeze to the point of shutdown. The DLF and CVS also tend to flood others by pushing relational boundaries too far.

And as you probably already figured out, the EIA can go either way. This also means if your gifts cover the entire spectrum, you too can go either way, depending on the situation.

In Case of Emergency

If you find yourself offline, the best action is to spend time appreciating the joy of relationships. Spend time thinking about all that you appreciate and enjoy in others. Share how you feel versus just what you think. Don't take any action. Set what you believe as truth aside for a moment. Do not isolate. Communicate. Make maintaining relational connections a priority.

For those that get overloaded, take a moment to think of one small truth and put it into action. Don't worry about all the details. Don't worry about what others should or should not be doing. Set aside your relational expectations; especially unspoken social contracts. Identify the emotions you are feeling and consider the difference between appropriate and inappropriate response. Think. Plan it out. Don't try too much.

In both cases, these exercises will do wonders for your brain. The first step is to recognize when you are offline or overloaded. This is where others can help you. Practice makes perfect.

The Relational Spectrum: 5. CVS

The order of the MDNA gifts reveals a relational spectrum. The further you are on the left, the less relational engagement is required to synchronize with your intrinsic motivation. The further to the right, the opposite is true. To be clear, everybody needs relationships to be a holistic and healthy individual. In this series we will examine each gift on the spectrum.

CVS: Compelling Value & Stewardship

Make no bones about it, all CVS, unless heavily influenced by a secondary, value their independence and privacy greatly. You won't find a CVS voluntarily spilling their guts or telling you a life story. Unless of course, there is perceived value in it. To the CVS, time is just as valuable a commodity as money. Therefore, socially speaking, time is a major factor for the CVS to engage in relationships. This does not mean the CVS is not intrinsically motivated by relationships. They are.

The CVS sees value in people and believes in helping others--just not at the cost of privacy, independence and ROI. For example, if a CVS makes a donation, they prefer to do it privately and most often anonymously. Yet the donation is made because of a combination of relational connection and calculated social ROI.

In summary, the CVS being on the right side of the relational spectrum, is very intrinsically motivated by social engagement. They just may not appear to be relational on the surface (many CVS are accused of being cold and arrogant). But deep down, they can be the resourceful gift that keeps on giving in all areas of an organization.

The MDNA Weekend

It's Friday! And if you are looking for ways to synchronize your MDNA over the next two days, look no further. Here is how each MDNA gift can maximize the weekend. You may already have some of these healthy habits, but a reminder never hurts.

UCD

The UCD, of all gifts, needs the most time alone to recharge. You have no problems being alone and that is healthy. But see if you can purposely try to relate to someone for no other reason than the relationships. Have a random phone conversation to catch up. Have a coffee with no purpose but to appreciate and listen. This will help you stay balanced with co-workers later.

SSA

You probably have a laundry (even literal laundry) list of things on your mind to get done. Not only that, there is another list of requests people would like to get help on. Don't be afraid to ask someone to help you. Or in other cases, practice saying "no" a few times.

KWR

You may want to learn about something or hang out with a group that shares a common subject interest and expertise. That is great. Before your weekend, take a moment to think about some responsibilities you might be avoiding. Or maybe you have been in "analysis paralysis" about a decision and just need to make it. Try to incorporate them in somewhere.

EIA

Of course, you would love to be socializing and having a new (larger than life) experience. Maybe it is a party or an event. Connecting with people recharges you. Just don't be afraid to spend some time alone and being comfortable with yourself. Try contemplating this question: "If people didn't want to be around you, for no particular reason, how would you feel about yourself?" This is a great question for self awareness if you are EIA.

CVS

You could pretty much do anything and would be just fine with it. But as always, you want to maximize time and resources. Here is a challenge: try wasting some time just for the sake of wasting time. Even better, go give your time and resources to a random person that is not expecting it. Watch what happens.

DLF

Most likely, you have structure to your weekend, even if that structure means no structure. Your weekend might be packed or have intentional down time. You have it organized and will be as busy as you want to be. To challenge yourself, try letting someone else take over your agenda for a change. Let them lead you.

IAF

You have already thought through every detail for the weekend. Or you are worried about every detail that did not get covered through the week. Most likely it is both. It's time to rest and just BE. Don't worry about people's feelings, expectations or your relationships. Just BE. This is hard and only an IAF really knows what it means for them. Just BE.