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.

EIA Celebrity: Oprah Winfrey

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.

Oprah Winfrey

EIA (Empowering Inspiration & Attraction)

Oprah Winfrey is considered one of the most powerful and influential women in the world. She is most known for the Oprah Winfrey show where she became the first African American woman to host a national daytime talk show. Oprah has created her own media empire including Harpo Productions, O the Oprah Magazine and the Oprah Winfrey Network.

We have profiled Oprah as an EIA based upon her biography and track record of media success. The EIA is a natural communicator and has the ability to draw the masses into a social experience. The EIA also has the ability to socially connect across any demographic and psychographic barriers. Oprah from a very young age lived in the social spotlight. She won an oratorical contest that granted a full scholarship to university. This set her on a path of continual opportunities to use her gifts for media and broadcasting.

Oprah’s MDNA really comes alive during her talk shows. As an EIA, she has an ability to connect and does not use prepared scripts. Instead of researching her topics, in her own words, she “wings it” to make everything conversational. Relying on natural talent, sharp communication and real-time audience feedback is what the EIA does best. Her show is also entirely a social experience for the audience. Between controversial topics to giving away new cars, Oprah has reached global influence by connecting with her audience as an EIA.

Oprah Winfrey is the quintessential representation of what it means to empower, inspire and attract others to a social movement regardless of barriers or industries.

If we had to make an educated guess on her secondary Motivational Profile, it would be CVS (Compelling Value & Stewardship). This is because of her generous philanthropic work where she uses her resources to fund social projects around the world. She is very generous with her time lecturing for free at churches, shelters and youth organizations.

EIA Celebrity: Mark Zuckerberg (Facebook)

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.

Mark Zuckerberg

EIA (Empowering Inspiration & Attraction)

Mark Zuckerberg is the Harvard computer science student who along with a few friends launched the world’s most popular social networking website Facebook in February 2004. Mark Zuckerberg also has the distinction of being the world’s youngest billionaire, which he achieved in 2008. He was named “Man of the Year” by Time magazine in 2010. Zuckerberg currently is the chief executive and president of Facebook.

It was actually quite challenging trying to profile Mark Zuckerberg because of the movie The Social Network. Mainly because it is well documented that factually, the movie is about 40% accurate, and the film makers admit trying to simply make an entertaining film. Therefore the portrayal of Zuckerberg by actor Jesse Eisenberg was not exactly accurate either. It becomes even more difficult when reading interviews and anecdotes of the young billionaire’s personality.

After our analysis, we have profiled Mark Zuckerberg as an EIA. However the Facebook’s founder is not your typical EIA in terms of personality. We’ll explain this momentarily.

Our assessment is primarily based upon the company Facebook itself. Individuals aren’t the only ones that can have an MDNA Profile. Organizations have MDNA Profiles too. This MDNA Profile is expressed through the organizational vision, mission, culture and success. In our experience, an organization’s MDNA is always imprinted by its founder that birthed the initial vision. This is no different for Facebook which allows us to work backwards from the company, to its founder, Mark Zuckerberg himself.

Here are some quotes from Zuckerberg:

“Our mission is to make the world more open and connected. We do this by giving people the power to share whatever they want and be connected to whoever they want, no matter where they are.”

“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.”

When it comes to making connections and providing a social experience, there is no other profile better than the EIA. Facebook has connected so many individuals it is now considered the third largest country on the planet. The reason for this phenomenal global success is that Facebook delivers a social experience that is authentic and comfortable. In other words, as an EIA organization, Facebook empowers, inspires and attracts on a mass scale.

Zuckerberg’s own Facebook page aligns with the EIA profile. He is so open with details that an article in the New Yorker states, “Zuckerberg may seem like an over-sharer in the age of over-sharing.” There are many other public details that support our conclusion so we are comfortable with the EIA assessment.

So how does this explain Zuckerberg’s personality that often seems anything but EIA? It is well documented that the Facebook CEO is uncomfortable in public and is very private in real life. The EIA is typically flashy, enjoys the social spotlight and is often described as “a party waiting to happen.”

This can be easily explained by taking into account secondary MDNA Profiles. It is not uncommon for an individual to have learned the traits of a different Motivational Profile that appears to contradict his or her primary MDNA on a surface level. Our belief is his seemingly personality contradictions to his primary MDNA stem from his upbringing in a Jewish family and his academic focus. Of course, we admit this is only a theory until verified. (Maybe we’ll get to sit with this incredibly successful celebrity one day and find out. Here’s hoping!)

EIA Celebrity: Saul Goodman (Breaking Bad)

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.

Saul Goodman

EIA (Empowering Inspiration & Attraction)

Breaking Bad week continues at iamsynchronized.com! Recently, we profiled Walter White as a KWR (Knowledgeable Wisdom & Responsibility). One of our other favorite characters in the series is Saul Goodman portrayed by actor Bob Odenkirk.

Saul Goodman is easily profiled as an EIA (not to mention a highly dysfunctional one). His page on the Breaking Bag Wiki says it all:

Saul McGill, known by his professional alias Saul Goodman, is a former criminal lawyer and the former principal attorney of Saul Goodman & Associates. He operated out of a cheap strip mall office and ran over-the-top late night TV ads advising potential clients they’d “Better Call Saul” when in trouble with the law, promising “I fight for YOU, Albuquerque!”

Saul serves the lawyer and consigliere for Walter White and Jesse Pinkman, getting them out of several difficult situations over the course of their drug business operations. Dressed in flashy suits, Saul maintains extensive connections within the criminal underworld, and serves as a go-between connecting drug distributors, evidence removers, impersonators, and other criminals-for-hire.

Despite his sleazy, flamboyant appearance and mannerisms — punctuated by his outrageous low-budget TV commercials — Saul is a highly competent lawyer who is able to solve problems and find loopholes in order to protect his clients.

First, the EIA is a connector. The EIA always “knows a guy who knows a guy.” Goodman is no exception with his criminal exceptions. Second, the EIA knows how to leverage the social spotlight. And although considered cheesy and stereotypical, Goodman in the show knows how to draw attention to his legal practice. Third, the EIA knows how to manage appearances, often willing to invest in visual aesthetics to make a social impression. Goodman’s character is flamboyant and highly entertaining, which makes him a fan favorite.

Finally one of the core strengths of the EIA is knowing how to manage relationships. Goodman does this like no other using his communication skills and ability to read any social situation. Every network connection for the EIA is an opportunity. Goodman here is a master.

Some of the traps the EIA must avoid is using social manipulation and blurring ethical lines for personal gain. While the EIA typically avoids confrontation, Goodman had no problem is presenting ethically questionable options for his clients to solve problems, including manipulation, which he did quite often for his percentage of the deal of course. The EIA has to be careful not to “normalize” questionable practices as they can use their social influence in negative ways. Not everything needs a “spin” or can be “finessed” when one simply needs to take responsibility.

“If you’re committed enough, you can make any story work. I once told a woman I was Kevin Costner, and it worked because I believed it.” – Saul Goodman

There are real-life connectors, having the same talents as a Saul Goodman, that use their social influence for good. Instead of sleazy, the EIA can be sincere. Instead of outrageous, the EIA can be outgoing. And instead of manipulative, the EIA can move us like no other.

EIA Celebrity: Quentin Tarantino

There is something deeper going on with Quentin Tarantino these days. I have enjoyed most of his movies. Reservoir Dogs and Pulp Fiction blew me away. But what had me curious in profiling Tarantino was his latest work. He is an EIA (Empowering Inspiration & Attraction), but this isn’t just about entertaining movies.

The EIA’s core competence is Social Experience. Whenever you want to reach a mass audience, connect people, and cause a movement, you want an EIA. Tarantino has done all of this. He started off as an actor (very common for EIAs to be drawn to acting along with the IAF) but found his calling in writing and directing. One look at his resume and you can’t deny he has empowered, inspired and attracted audiences for years.

Here is just a snippet from his Wikipedia page:

Tarantino’s films have garnered both critical and commercial success. He has received many industry awards, including two Academy Awards, two Golden Globe Awards, two BAFTA Awards and the Palme d’Or, and has been nominated for an Emmy and a Grammy. He was named one of the 100 Most Influential People in the World by Time in 2005. Filmmaker and historian Peter Bogdanovich has called him “the single most influential director of his generation”.

One of his biggest criticisms is Tarantino’s approach to violence. It is common for the EIA to use his or her gift and attempt to “normalize” morally questionable perspectives. We’re not here to debate the use of violence in entertainment. However, if you listen carefully to his take on how he approaches violence, you will see it is all for the sake of social experience. He loves to play the audience like an orchestra. Watch this clip from a recent interview:

Check out the next Big Interview with Quentin Tarantino. Premieres Tuesday, Nov. 24th at 8PM ET/5PM PT on AXS TV.

This is where things get interesting. Tarantino is now using his Brand Culture of the Social Experience to actually take on social issues on a mass culture scale. This is where the EIA truly finds success and fulfillment. When the gift to empower, inspire and attract is used to bring attention to a social issue, movements are born. History can change. This is where Tarantino could possibly be heading.

Watch this next snippet to hear a fascinating view on what Tarantino cares about and what he feels he is really contributing with his work.

Check out the next Big Interview with Quentin Tarantino. Premieres Tuesday, Nov. 24th at 8PM ET/5PM PT on AXS TV.

Where Taratino ends up as a celebrity EIA will be very interesting (of course highly entertaining) to watch.

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.

EIA Celebrity: The Making of Saul Goodman (Better Call Saul)

Have you been watching AMC’s Better Call Saul? It is basically a prequel to Breaking Bad that dives into the life of Jimmy McGill before he became Saul Goodman. The show is actually a perfect microcosm how how the EIA (Empowering Inspiration & Attraction) gift develops (and goes terribly wrong) in many ways. You actually get a great inside look. This is healthy for the EIA to self-reflect and for those that want to understand how to empathize with the EIA.

EIA: Empowering Inspiration & Attraction

To really learn from this, watch this inside look into the characters of Better Call Saul–especially if you haven’t been watching the show itself.

Bob Odenkirk and series creators Vince Gilligan and Peter Gould take a look at what's in store for the characters of Better Call Saul.

The most important thing to understand is that every EIA starts with good intentions. The EIA loves connecting with people. They are one of the only two MDNA gifts that are intrinsically motivated solely by relationships (the other being IAF: Intuitive Alignment and Fulfillment). To the EIA, they want to be validated by their intentions as much as results. Nothing wrong with this.

This is, however, where the EIA can go off the rails. Where for some gifts like the DLF (Dominion Leadership & Fulfillment), the end can justify the means, for the EIA, intentions can justify the means and also justify a lack of any results in the end. Sometimes the EIA just does not understand how their methods can burn out social circles. While at the same time, an EIA can be driven so much by the opinions of others, they do very unhealthy things to make the world right–especially when it comes to confrontation.

Now remember, the EIA is intrinsically motivated by a relational heart. Their intentions are always for people. They want everybody to like them which is why we all do.

This is where we root for Jimmy McGill. He is always trying to do all the wrong things for the right reasons. We like him. Everybody does. But he just doesn’t see the reality of the web he is spinning. It all sounds good in “Slippin’ Jimmy’s” head, but to the rest of his social sphere, it’s just a con and they end up holding the pieces after the whirlwind passes.

Chuck McGill- KWR (Knowledgeable Wisdom & Responsibility)

We learn that Chuck is Jimmy’s older brother. The older brother from which Jimmy is desperately trying to win approval. Every EIA (and all other gifts for that matter), needs to take inventory of who they want approval from and why. Chuck is the accomplished lawyer. He does things by the book, and, just like every proper KWR, wants Jimmy to take responsibility for his actions. Chuck also judges his younger sibling because Jimmy got his law degree on the internet. As a KWR, Chuck is very proud of his academic achievements and won’t let Jimmy take that away.

Where Chuck is highly dysfunctional, other than being OCD and a disease called Idiopathic Environmental Intolerance Attributed to Electromagnetic Fields (IEI-EMF), more commonly known as Electromagnetic Hypersensitivity (EHS), he is jealous. Chuck is jealous of Jimmy’s charismatic EIA gift. Everybody loves Jimmy. And because of this love everybody seems to enable Jimmy in his well-intentioned-non-reality

For both of the McGill brothers, all this family dysfunction boils down to their father. We learn this in Season 2 episode 5 titled “Rebecca”. This is also fascinating for me in how realistic the issue can be outside of a fictional TV show. But that’s for another time. (Pro tip: Don’t ignore your daddy issues. We all have them.)

And Kimberley Wexler, Jimmy’s love interest in the show? She is an IAF (Intuitive Alignment and Fulfillment). She is always sacrificing herself for the favor of others but has a huge, yet very conflicted, heart for Jimmy. The IAF longs to know other and be known on the deepest levels. Jimmy does that for Kim. All in all,  the EIA to KWR combination between Jimmy and Chuck, and the EIA to IAF interaction with Kim Wexler are relationships we can all learn from.

As I have stated before, Jimmy Goodman/Saul Goodman, although a fictional character, is a very real cautionary tale for every EIA.

SSA Celebrity: Herb Kelleher

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.

Herb Kelleher

SSA (Sacrificial Service & Authority)

The SSA profile is very hard to find in popular culture—mainly because the SSA prefers to be behind-the-scenes building platforms of success for others. In fact, the SSA will often avoid the spotlight at all costs.

However, the SSA is actually designed for a servant leadership role. This profile is designed for positions of authority even though it may not be their natural preference. Herb Kelleher is the perfect example of the SSA as servant leader.

Kelleher is the co-founder of Southwest Airlines and was its president, CEO and chairman from 1982 to 2001. He is famous for leading the airline company to 30 consecutive years of profitability and producing the highest return to shareholders of any company in the S&P 500 during his tenure.

As an SSA, Kelleher’s management style says it all. When an SSA imprints their social DNA into an organization, the entire culture becomes about building platforms of success for everybody. Like Kelleher, Southwest Airlines had a reputation for hard work and high spirits. The company was voted Fortune magazine’s Best Place to Work in America in 1998 and was consistently ranked among the top 10 most-admired companies in the nation. Historically, the airline is among the most generous in terms of compensation and benefits. In 1974 Southwest became the first airline to offer a profit-sharing plan.

Every SSA is known for their willingness to sacrifice and serve others in tangible ways. At Southwest Airlines Pilots helped clean up cabins, ramp workers sold tickets, and Kelleher himself spent time loading baggage, ticketing customers, and mixing drinks on board. Statistically, Southwest employees work longer and harder than employees at any other airline. Southwest employees always went the extra mile. Stories include an employee stopping to help a stranded traveler change his tire, flight attendants visiting passengers in the hospital, and a reservation agent driving an 85-year-old woman 20 miles between airports so that she could make her connection.

Southwest union leader Tom Burnett once told the Wall Street Journal, “Lemme put it this way: how many CEOs do you know who come in to the cleaners’ break room at 3 a.m. on a Sunday passing out doughnuts or putting on a pair of coveralls to clean a plane?” (October 26, 1992).

SSA Celebrity: Alfred Pennyworth (Batman)

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 Profiles much easier and can be quite fun while being a valuable exercise.

Alfred Pennyworth

SSA (Sacrificial Service & Authority)

If you have watched the latest Batman movies starring Christian Bale, Alfred Pennyworth (simply referred to as “Alfred”) was played by Sir Michael Caine.

Alfred serves as Batman/Bruce Wayne’s tireless valet, assistant, butler, confidant, and surrogate father figure. He has sometimes been called “Batman’s batman.” Alfred also provides comic relief, as his sometimes sarcastic and cynical attitude often adds humor to dialogue occurring between himself and Batman. Alfred is a vital part of the Batman mythos, and appears in most other media adaptations of the character.

Even though Alfred is a fictional character, he is the classic SSA that every leader needs. There are some key SSA traits that make Alfred a wonderful representation of humble men and women of service that should be embraced and emulated in our own lives.

Even though Alfred’s job description is that of a stereotypical butler, his leadership and passion for building a platform of success under Bruce Wayne is anything but typical. Alfred manages the entire Wayne operations and operates at the highest level of trust. You will never find an ulterior motive with the true SSA. They exist to sacrifice, serve and make others great. This is what makes them heroic in their own right to be entrusted with the highest levels of authority in their own right.

Leaders are not always easy to love and support. The closer you are to any great leader, the more flaws you see. These flaws can either be exploited or protected. But just like every Batman needs an Alfred, so do other great, yet flawed, leaders in our society need the SSA. And just like Alfred, every SSA must learn to be secure in their calling. They may not share the spotlight, but they share the honor and fulfillment on the deepest level.

Bruce Wayne: No, Alfred, it’s my father’s house.

Alfred: Your father is dead, Master Wayne.

Bruce Wayne: And this place is a mausoleum. If I have my way, I’ll pull the damn thing down brick by brick.

Alfred: This house, Master Wayne, has sheltered six generations of your family.

Bruce Wayne: Why do you give a damn, Alfred? It’s not your family.

Alfred: I give a damn, because a good man once made me responsible for what was most precious to him in the whole world.

Bruce Wayne: Should I just bury the past out there with my parents, Alfred?

Alfred: I wouldn’t presume to tell you what to do with your past, sir. Just know that there are those of us who care about what you do with your future.

Bruce Wayne: Haven’t given up on me yet?

Alfred: Never.

SSA Celebrity: Mother Teresa

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.

Mother Teresa

SSA (Sacrificial Service & Authority)

Mother Teresa (1910 – 1997) founded the Missionaries of Charity, which in 2012 consisted of over 4,500 sisters and is active in 133 countries. Their vow is to give “Wholehearted and free service to the poorest of the poor”. In 1979 Mother Teresa was awarded the Nobel Peace Prize. In 1999, a poll of Americans ranked her first in Gallup’s List of Most Widely Admired People of the 20th Century.

We have assessed Mother Teresa as an SSA for her primary MDNA Profile. To us, she is the most famous SSA in modern history.

It would be very easy to see Mother Teresa as a primary IAF (Intuitive Alignment & fulfillment) because of her merciful compassion. However, upon close examination on not what she did, but why and how she made a difference, the SSA becomes very apparent.

One core trait that stands out the most for the SSA is what can be described as being “without guile.” The definition of guile is to be treacherous, cunning, skillful and deceitful. The SSA couldn’t be any more opposite. There are absolutely no ulterior motives or secondary agendas for the SSA—especially when meeting the tangible and practical needs of others. This is one of the outstanding qualities of Mother Teresa.

“We cannot do great things on this Earth, only small things with great love.” – Mother Teresa

According to Wikipedia, Mother Teresa has been described as having virtually no understanding of a cynical or godless point of view that could consider any human being less than absolutely valuable. Others have been especially struck by Mother Teresa’s lack of rage or indignation. She refused to become a “social critic.” She never attacked the economic or political structures of the cultures that were producing the abjectly poor people she was serving. For her, the primary rule was a constant love, despite social critics or religious reformers choosing to vent anger at the evils of structures underlying poverty and suffering. Mother Teresa always continued to strike an apolitical pose, refusing to take a stand on anything other than strictly religious matters. Again, these are all quintessential qualities of the SSA that prefers to simply serve without guile.

The SSA also prefers to avoid the social spotlight. To the SSA, building platforms of success as servant leaders is far more important. The sheer number of other servant leaders that joined Mother Teresa’s mission is a perfect expression of this. Another was in 1979, when Mother Teresa was awarded the Nobel Peace Prize.  True to the SSA, she refused the conventional ceremonial banquet given to laureates, and asked that the $192,000 funds be given to the poor in India, stating that earthly rewards were important only if they helped her help the world’s needy. Through her sacrificial serving, she became an authority that the world recognized and followed.

As always, we point out that the true SSA is very difficult to find in today’s popular media because they are the unsung heroes of our world. Thankfully, Mother Teresa is celebrated as an inspiration to us all for how the SSA can truly make a difference.

Will the world ever know another Mother Teresa? Maybe not in the media, but servant leaders like her are all around us. If you are one of these SSA’s, we recognize and thank you.

“Life is an opportunity, benefit from it. Life is beauty, admire it. Life is a dream, realize it. Life is a challenge, meet it. Life is a duty, complete it. Life is a game, play it. Life is a promise, fulfill it. Life is sorrow, overcome it. Life is a song, sing it. Life is a struggle, accept it. Life is a tragedy, confront it. Life is an adventure, dare it. Life is luck, make it. Life is too precious, do not destroy it. Life is life, fight for it.” – Mother Teresa

SSA/KWR Celebrity: Angela Lee Duckworth

I am tickled pink to do this MDNA profile for two reasons. First, I love this TED talk. Second, Angela Lee Duckworth, MacArthur Foundation “genius” award winner and research psychologist is a true SSA (Sacrificial Service & Authority).

If you do nothing else, watch Duckworth’s TED talk on grit and the key to success. At the MDNA Institute, we talk a lot about grit and resilience. This is the talk that got us started.

Leaving a high-flying job in consulting, Angela Lee Duckworth took a job teaching math to seventh graders in a New York public school. She quickly realized that IQ wasn't the only thing separating the successful students from those who struggled. Here, she explains her theory of "grit" as a predictor of success.

At first, Duckworth may appear to be a KWR (Knowledgeable Wisdom and Responsibility) because of her involvement in research and academics. And most likely, she is a secondary KWR because of her profession. But upon closer examination, especially her youth and now growing influence, you will see she is a very special SSA.

The SSA lives to build a platform of success under people. In Duckworth’s case it is children, particularly vulnerable children. The SSA’s core competence is Leadership Platforms. Duckworth’s research is challenging the world on how we develop success in the education system through grit and self-control. She is also known for helping her own undergrad student become leaders in their own rights by helping them publish and challenging everybody who works with her to achieve a high degree of achievement.

Her childhood and youth also gives us clues to being an SSA. She was constantly volunteering, even to the point of being detrimental to her own health. She was always willing to sacrifice and serve others. Her energy is unending, which is also another SSA trait.

In developing a leadership platform, the SSA must also understand that pain and stress are keys to personal development. An SSA can fall into the trap of enabling others by taking filling needs before others can do it themselves and grow through the challenge. Not Duckworth. She and her husband have a instituted something called the “Hard Thing Rule.” Everyone in the family must choose and be doing one hard thing.

As Duckworth puts it:

“I believe kids should choose what they want to do, because it’s their life, but they have to choose something, and they can’t quit in the middle unless there’s a really good reason. There are going to be peaks and valleys. You don’t want to let kids quit during a valley.”

Beyond all of the above, one of the most telling traits of the SSA, is their authority as leaders themselves–even though they abhor the social spotlight. This is Duckworth to a tee. She prefers to stay in the background, literally disdains the attention and is described as a “reluctant star.” When an SSA has achieved professional success and personal fulfillment, they are granted great degrees of authority because they would never use this influence and power for themselves (think Mother Teresa).

Duckworth known as an “Academic who is a CEO.” A quintessential SSA/KWR if I ever did see one.

Consider me a fan of Duckworth and any other SSA willing to sacrifice, serve and use their authority to selflessly help others succeed.

For the full picture of Angela Lee Duckworth as an SSA/KWR, read it here >

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.

The Intern Movie: The IAF/SSA Man

A while ago, at the suggestion of @LizZurekBeaudry I watched the movie The Intern starring Anne Hathaway and Robert De Niro. It was a pleasant and heart-warming movie with some great messages. Plus it provides a somewhat realistic peek of a tech startup. (HBO’s Silicon Valley is the hilarious real deal for startup culture if that’s what you are looking for.) While by no means is it a deep story, the two main characters are fleshed out enough to learn some things about MDNA. Specifically Ben, played by Robert De Niro who is the perfect IAF/SSA.

IAF/SSA – Intuitive Alignment & Fulfillment / Sacrificial Service & Authority

In the thousands of assessments to-date, we find a lot of primary IAF have a secondary SSA. They tend to go hand-in-hand. And by this, not always in the best way. The IAF, who always wants people to be happy, can often default to a position of service (servitude) in order to fulfill their intrinsic motivation. While there is nothing fundamentally wrong with this, it can lead to basically being a pushover with the inability to say no–especially when others break your boundaries. This nullifies the power of these two gifts working together within one individual.

Ben, a senior widower that decides to become an intern at an e-commerce startup, however, represents the full potential of the IAF/SSA. While I know a handful of individuals that operate in the same potential, sadly, they are few and far between. This is how come, if you watch the movie, you should consider learning to be a secondary SSA no matter what your primary gift is.

The IAF Man

The IAF man has no problems with their sensitivity. Ben did not either. He even tells his boss Jules (Hathaway), that beneath his exterior, “I am a sensitive man. I’m a sensitive bowl of mush.” This was reinforced by the fact Ben started to cry watching Singin’ in the Rain.

The IAF man wants people to be happy. When asked his opinion on what Jules should do with the company, he simply states that her happiness is the most important. He also had no issues in connecting with Jules’ daughter the same way. A true heart of gold.

The IAF man is intuitive about personal fulfillment. In the opening scenes, Ben narrates, “I just know there’s a hole in my life and I need to fill it… soon.” and, “I still have music in me, absolutely positive about that!” In the same way he pursues his own fulfillment, he wants others to be fulfilled as well. This propels him to give the speech he does at the end of the movie (no spoilers here).

The IAF man has a certain “presence.” All IAFs have the ability to affect the atmosphere in both positive and negative ways. In one scene, Jules tells Ben, “The truth is… something about you makes me feel calm, or more centered, or something. And I could use that. Obviously.”

The IAF man sees and cares about the details. If you look at Ben’s regiment through the movie, from his clothes to office gear, you will see he is a very detail oriented person (notice the two alarm clocks?). He was constantly observing details in people too. In fact, his boss Jules at first asks Ben to be transferred to another intern position because she deemed him too, “observant.”

The reason I am focusing on the IAF “man”? Well let’s just say that I believe more men can operate in the IAF gift and still be a man’s man like De Niro. I’ve read a few reviews where men complained that his character made them cringe if you were used to De Niro as a tough guy, like the Godfather. I believe today’s new school IAF man can take healthy lessons from the old school and create the ultimate gentleman. But I digress.

The SSA Intern

What I also enjoyed was how Ben approached his work. Throughout the entire movie he was constantly sacrificing, serving and earning the authority within the office. He built a platform of success under everybody, starting with of course Jules. Ben knows the times to offer grabbing sushi and grabbing soup without being asked. He helps fellow employees with romance and professional etiquette. He took a fellow intern into his home and mentored him like a Father. Ben even admits that he felt like everybody’s uncle in the office.

Ben’s favorite quote was, “You’never wrong to do the right thing.” That is an SSA’s quality of being without guile. There are no hidden agendas with the true SSA. They just always try to do the right thing.

Probably one of the coolest moments that demonstrated the detailed IAF, fusing with the servant leadership SSA, was between Ben and Davis, the fellow intern living with him:

Davis: “Okay, what’s the deal with the handkerchief? That one I just don’t get at all.”

Ben: “Okay. It’s essential. That your generation doesn’t know that is criminal. The best reason to carry a handkerchief is to lend it.”

The handkerchief really becomes the symbol of the gift that Ben is to Jules and the entire company. In this, Ben the IAF/SSA is a true hero. What if the world had more managers, community leaders, mentors and fathers like Ben?

Is This Reality?

Some called the The Intern a “strange workplace fantasy.” And yes, because it is fictional, it is a fantasy. But that doesn’t mean it is impossible.  There are some that say having an amazing culture at a workplace is also a fantasy. And while it is indeed very difficult to develop a thriving culture in any organization, SSAs like The Intern are not some mythical creature. If we are willing to empower the SSA, and more importantly, learn to apply the principles of the SSA in our own lives, fantasy can become reality.

UCD Celebrity: Tim Ferriss

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.

Tim Ferriss

UCD (Unyielding Conviction & Design)

According to his blog, Timothy Ferriss has been listed as one of Fast Company’s “Most Innovative Business People”, Forbes Magazine’s “Names You Need to Know,” and is the 7th “most powerful” personality on Newsweek’s Digital 100 Power Index for 2012. He is an angel investor/advisor (Facebook, StumbleUpon, Twitter, Evernote, Uber, and 20+ more) and author of the following books:

• The 4-Hour Workweek – Sold into 35+ languages, #1 New York Times, Wall Street Journal, and BusinessWeek bestseller.
• The 4-Hour Body – #1 New York Times bestseller.
• The 4-Hour Chef – #1 Wall Street Journal and New York Times bestseller; winner of a Gourmand “Best in the World” Award at the 18th Annual Paris Cookbook Awards.

We have profiled Ferriss as a UCD based upon his impressive body of accomplishments. The UCD is known for researching and developing innovative paradigms. This is because the UCD absolutely must explore and develop unyielding convictions of how the world works based upon universal principles. The UCD is also known to be black and white when it comes to traditional and institutional approaches to just about anything. Tim Ferriss takes all of this to a whole new level for massive success.

The UCD is also fearless when it comes to frontloading any investment even if it means paying a personal cost through self-experimentation. Ferriss is well known for experimentation of his theories on himself. As a UCD, he is a “hacker” and has the natural ability to move from chaos to simplified clarity. This is evident in the frameworks he presents through his work and his abilities as a highly-sought advisor to some of the world’s most prominent companies.

Just like any UCD presenting an innovative paradigm with unyielding conviction, Ferriss attracts the full gamut of public reaction. According to interviews, this UCD inspires everything from adulation to horror. Some sources claim he is a genius and “digital Kerouac.” While others accuse him to be a huckster and “the white horse of the apocalypse.”

Here is a quote from Ferriss about success and fulfillment. If you are a UCD, you’ll immediately get it. If you’re not a UCD, this perfectly captures the blunt and cranky essence of this MDNA Profile.

“For all of the most important things, the timing always sucks. Waiting for a good time to quit your job? The stars will never align, and the traffic lights of life will never all be green at the same time. The universe doesn’t conspire against you, but it doesn’t go out of its way to line up the pins either. Conditions are never perfect. 'Someday' is a disease that will take your dreams to the grave with you.”

UCD/EIA Celebrity: Muhammad Ali

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 Ali

UCD/EIA (Unyielding Conviction & Design / Empowering Inspiration & Attraction)

Muhammad Ali is arguably one of the most recognized global sports icons along with other superstars like Tiger Woods and Michael Jordan. Known for his trademark, “Float like a butterfly, sting like a bee,” Ali won gold for boxing in the 1960 Summer Olympics and then would become the only three-time heavy weight champion. He is nicknamed the “Greatest.” Today, beyond boxing, he is known for his philanthropy and battle with Parkinson’s disease. He is the recipient of many awards including the Presidential Medal of Freedom.

At first glance, it can be easy to mistake Muhammad Ali’s primary MDNA Profile as EIA (Empowering Inspiration & Attraction). Ali revolutionized the sport of boxing by the sheer power and magnetism of his personality. Ali thrived in the spotlight, where he was highly entertaining. You could say that Ali likely was the first celebrity-athlete in the modern sense of the term. In the words of writer Joyce Carol Oates, he was one of the few athletes in any sport to completely “define the terms of his public reputation.”

Upon closer examination however, one will see that Muhammad Ali was very intentional about his provocative showmanship. It was when Ali saw a professional wrestling show and determined that he needed to master the art of self-promotion. His EIA traits were very intentionally integrated into his career. Most certainly EIA is Ali’s secondary MDNA Profile.

Muhammad Ali’s primary MDNA Profile is UCD. Based upon our work with the Muhammad Ali Center, we have researched Ali extensively and even had the pleasure of interviewing the boxing legend’s wife Lonnie Ali.

The UCD is known for being ideologically driven and principle based. Ali’s historical battle with the United States government around refusal to be drafted for the Vietnam War aligns with this. He also lived by six core principles, which now are an integral foundation of all his social responsibility ventures.

“I got nothing against no Viet Cong. No Vietnamese ever called me a ‘nigger’.”

“Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on brown people while so-called Negro people in Louisville are treated like dogs?”

Ali was a man of conviction. Issues were very black and white for him. And although he was very popular, he did not need social popularity to achieve his personal vision. He was willing to die for his beliefs which polarized his reputation to the masses. He was very competitive, especially after a loss. His training involved frontloading a heavy investment for victory against what always seemed unbeatable odds. These are all core UCD traits.

In the end, the UCD is all about challenging old and pioneering innovative paradigms. Nobody will argue that Ali did not change the world of boxing. And his legacy continues to change the world today.

“You lose nothing when fighting for a cause … In my mind the losers are those who don’t have a cause they care about.” – Muhammad Ali

UCD/KWR Celebrity: Dr. House and Sherlock Holmes

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.

Dr. Gregory House / Sherlock Holmes

UCD (Unyielding Conviction & Design) / KWR (Knowledgeable Wisdom & Responsibility)

Gregory House, M.D. — typically referred to simply as House — is the title character of the American medical drama House. Portrayed by British actor Hugh Laurie, in the television series, House leads a team of diagnosticians as the Head of Diagnostic Medicine at a teaching hospital. House’s character has been described as a misanthrope, cynic, narcissist, and curmudgeon.

Sherlock Holmes is a fictional detective created by Scottish author Sir Arthur Conan Doyle. A London-based “consulting detective” whose abilities border on the fantastic, Holmes is famous for his astute logical reasoning, his ability to adopt almost any disguise, and his use of forensic science skills to solve difficult cases. In 2009, Sherlock Holmes was portrayed by Robert Downy Jr. in the movie Sherlock Holmes directed by Guy Ritchie.

We have combined both House and Holmes for this MDNA celebrity profile because in essence, they are the same character. In fact, House creator David Shore was a fan of Sherlock Holmes and the name House is a play on the name “Holmes” via its phonetic similarity to the word “homes.”

Being fans of both the television show House and the movie Sherlock, we have profiled both House and Holmes as UCD/KWR. Each character represents a fascinating study on both the potential strengths and weaknesses of their MDNA Profiles.

It’s easy to mistake both with KWR as primary MDNA Profiles based upon their personalities portrayed by the talents of Hugh Laurie and Robert Downey Jr. Both are highly analytical, precise and have an absolute obsession for being right. They both use information to manipulate and gain power. They also each possess the trait of selective responsibility that is common to the KWR profile. The trap of selective responsibility comes from believing that being accomplished in one area, such as career or academic achievement, gives one the right to be irresponsible in other areas, such as family relationships or personal habits. For the sake of entertainment, both House and Holmes take this to whole new, and very dysfunctional levels. One example of this is their habitual drug use.

However, upon closer examination, one can clearly see that each character’s strengths align with the UCD making it their primary profiles. KWR is therefore the secondary profile “personality,” representing how they deliver the UCD “promise.”

The first clear sign of the UCD is both characters have the ability to solve problems and find hidden solutions amidst chaos. For House, it’s solving medical cases when traditional medical approaches fail. For Holmes, it’s solving mysteries when every lead seems like a dead end. The UCD is known for the ability to go from nothing to something—from darkness to light. This is what House and Holmes are famous for.

The next sign of the UCD is how both House and Holmes will break relationships over ideologies and personal convictions. Both characters have no problems resorting to unorthodox methods to solve a case—even at the emotional expense of the people around them. House was always at odds with his team and superiors. Holmes drove Dr. Watson to the brink of abandoning him. Both are blunt, cranky and opinionated about everything—especially in pointing out the ulterior motivations and character liabilities of anyone. These are all very common traits of how the UCD profile can drive everybody nuts, and then away.

Even though the UCD/KWR characterization is highly exaggerated in both characters, studying them can help us understand how to understand those in the real world with the same MDNA. When locked in on solving a problem, the UCD’s capacity to simply ignore relationships, and the KWR’s selective responsibility, can be quite challenging. But sometimes it’s simply the price we must pay for the solution everybody needs. Be patient. The results are always worth it.

IAF/UCD Celebrity: Olivia Pope (Scandal)

How the main character of this hit series fixes scandals and is motivated by her instincts.

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.

Olivia Pope

IAF / UCD (Intuitive Alignment & Fulfillment / Unyielding Conviction & Design)

In the television series Scandal, starring Kerry Washington, Olivia Pope is a former White House communications director that has started a freelance “legal” agency of sorts. As a crisis management firm, Pope’s specialty is “fixing” problems—scandalous problems. She is portrayed at first being fearless, sharp and unflinching with the uncanny ability to find solutions to complex situations (starting with Russian gangsters and kidnapped babies).

At first, this would indicate a UCD profile. The UCD is known for the ability to solve problems, especially amidst chaos. The UCD is also black and white when it comes to ideologies. Olivia Pope’s entire team is very aware of her expectations and beliefs (for example crying is something you just do not do because Olivia does not believe in crying).

During the first episode however, an interesting twist is revealed. (SPOILER ALERT: We apologize in advance if you plan on seeing the show as we can’t successfully provide you with a profile without spoiling the plot.) Olivia Pope has a secret past. She had an affair with the President of the United States.

This is the point where our fascinating character, adeptly portrayed by Kerry Washington, shows her true primary MDNA Profile. Olivia Pope is an IAF.

The first indicator is the IAF is designed for intimacy. Deep down, despite her seemingly stout exterior, Pope exhibits a desire to be close to the man she cares for. The IAF is also known for high levels of self-sacrifice, which she also demonstrated by leaving her job, and relationship so he could “become a better man”, with the presidential administration. Finally, the IAF can be fiercely loyal while at the same time becoming deeply wounded and offended by the people they care for. This, again, is clearly evident in how Pope handles another one of the President’s extra-marital affairs.

Most importantly however, Olivia Pope exhibits absolute trust in her “gut” and a passionate desire to see others achieve personal fulfillment. This can be seen in how she makes decisions and also coaches one of her staff in getting engaged. She repeatedly must look people in the eye to rely upon her intuition to sense the motives of her clients. Also there is the satisfaction she receives when her client in the first episode reveals to the public that he is gay after she coaches him to accept who he is. These are all core IAF motivational drivers.

Put this together and Olivia Pope is an IAF primary (her “promise”) with a UCD secondary (her “personality” which is how she delivers her “promise).

This sets the stage for dramatic television because the two profiles are the furthest apart on the MDNA spectrum. It is well documented that individuals with an IAF/UCD or UCD/IAF profile experience the most inner conflict. Olivia Pope is no exception which not only translates to great entertainment, but an amplified peek into the complexities of the IAF.

Only by watching the rest of the episodes (at this writing the show is on season 3) can we confirm whether Kerry Washington’s character will stay true her MDNA Profile. We’ll leave that up to the fans of the show. Feel free to send us your comments and feedback.

SIDE NOTE: In case you were wondering, Pope’s newest hire Quinn Perkins is also an IAF primary. However, she represents a less seasoned version of the IAF with a much softer skin compared to her new boss. Her character arc will most likely reflect how the IAF must reconcile the conviction and tolerance for pain her new career and mentor will represent on the way to finding her own personal fulfillment. Again, feel free to let us know if we’re right about this one too.

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.