Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Rob Kalin (Etsy Brand Culture)

Etsy and its gifted founder Rob Kalin is an interesting story of intrinsic motivation and social DNA. One that the IAF (Intuitive Alignment and Fulfillment) gift can learn from--especially when it comes to the Brand Culture of Intimate Ecosystems.

Etsy is a peer-to-peer (P2P) e-commerce website focused on handmade or vintage items and supplies, as well as unique factory-manufactured items. Etsy has over 54 million members and went public on April 16, 2015. The company's valuation was $1.8 billion and raised $237 million in IPO proceeds.

Etsy was founded by Rob Kalin who is an IAF. The IAF's core competence and Brand Culture is Intimate Ecosystems which, in this case, was imprinted upon Etsy.

IAFs are very well known for gravitating to people on the economical, social and emotional fringes. This is because of their empathy and compassion. While the IAF is well known by many, they prefer to operate in smaller inner circles where it is all about intimacy and relational depth versus wide a social network (like the EIA). This is why Etsy has been successful. As Kalin puts it:

"We want to allow the makers of the world to claim authorship for what they're making, This is what Etsy stands for: The little guy being able to organize a better marketplace."

Intimate Ecosystems Empowering Other Ecosystems

A marketplace is an ecosystem. The IAF is able to create an intimate ecosystem that empowers other ecosystems. In this case, the Etsy ecosystem empowers the ecosystems of all its crafters in a very intimate way. This is why Etsy has so many features for the handmade entrepreneur. Kalin, as an IAF, was actually known for providing almost too many features during Etsy's development. This is because the IAf is intrinsically motivated to take care of every minute detail to ensure their intimate ecosystem aligns and fulfills their customers. Kalin is truly passionate about the makers of the world.

Kalin himself is seeking personal fulfillment. For the IAF success is not enough. They need to feel fulfilled according to a vision in their hearts. This is why they tend to be very involved in that vision. Kalin continues:

"I'm a hands-on guy, I need to be building things to feel like I'm making a meaningful contribution, and I didn't want to sit around as some kind of wall decoration-slash-mascot for culture."

Kalin also once told his team after a stint away and returning as CEO:

"I'm here to restore a sense of wonder, a sense of poetry, and a sense of foolishness to Etsy."

This is classic IAF. All of this comes from the heart which is why the other MDNA gifts are drawn to work with an IAF.

Kalin is no longer the CEO of Etsy as he was reportedly fired. While we don't like to be presumptious, we do believe, based upon public information, that the IAF in Kalin was unable to make the shift necessary to meet the demands of being a public company. It is very common, when a company goes public, that a CVS or DLF leader at the top is needed. It's not that the IAF cannot be a CEO. It is just that not every IAF is willing to move past their emotions and sensitivities into the often harsh realities of scaling execution and generating ROI that shareholders want to see. This is not an indictment on the IAF. Nor is it impossible for an IAF to lead (Steve Jobs anyone?). This is imply an observation we have made over many years of working with the IAF and Intimate Ecosystems Brand Culture. In fact all the other gifts, UCD, SSA, KWR and EIA, also need serious help (including getting over themselves) when a business grows to a certain size.

Yet the social DNA of Etsy carries on. Current CEO Chad Dickerson gets it. Here is how he describes the ethos (the heart of what we call Brand Culture) of Etsy after spending time with Etsy crafters.

"Etsy is a platform that provides meaning to people, and an opportunity to validate their art, their craft.... all commerce is about real human interaction. At the end of every transaction, you get something real from a real person. There is an existential satisfaction to that."

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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Taylor Swift

Taylor Swift is arguably one of the most successful singer-songwriters in the past decade. She is often heralded as saving the recording industry alongside other superstars like Adele.

According to her Wikipedia page, Taylor Swift’s achievements include seven Grammy Awards, twelve Billboard Music Awards, eleven American Music Awards, seven Country Music Association Awards and six Academy of Country Music Awards. She has sold over 26 million albums and 75 million digital single downloads worldwide. Forbes estimates that she is worth over $220 million.

How did she become so successful? The fact that we believe she is an IAF has a lot to do with it.

The IAF MDNA Profile stands for “Intuitive Alignment & Fulfillment.” The first indication that Swift is an IAF is in her music. Rolling Stone has described her as, “a songwriting savant with an intuitive gift for verse-chorus-bridge architecture whose squirmingly intimate and true songs seemed to be literally ripped from a suburban girl’s diary.” Swift’s music makes a deep connection that aligns with the inner desire for fulfillment with her fans. Typically, the IAF can also be highly creative, needing to express their complex inner emotions to connect with others. The IAF has the ability to make this connection inexplicably intimate like no other MDNA Profile.

“I’ve only thought about it as a way to help me get through love and loss and sadness and loneliness and growing up. When I write songs it’s never a conscious decision—it’s an idea that floats down in front of me at four in the morning or in the middle of a conversation or on a tour bus or in the mall or in an airport bathroom. I never know when I’m gonna get an idea and I never know what it’s gonna be.”

The IAF also works extremely hard when they envision a picture of success. They naturally do not see things the way they are, but rather the way they could be. Then the IAFbuilds an intuitive ecosystem to realize the vision. During this process, the IAF thinks in a circular motion accounting for every minute detail, versus the linear approach all other profiles take. Swift appears to be a master at this evidenced by how hard she works at her music and performance even while others are taking a break. Swift contributes to every detail of the show. She is a self-professed worrier which is a common result of being motivated like the IAF.

“You have to or else you’ll have these surprises pop up. And you don’t ever want to be caught by surprise when you’re touring.”

Another quality of the IAF can be found in their social circles. Although they are admired and respected by many, the IAF typically has a small, and very tight, circle of friends that intimately know everything about each other. Taylor is known to be very loyal to her “girl tribe”, which includes the likes of Emma Stone and Selena Gomez. “We never talk about fashion, about career, about our ambitions or our projects,” Swift has said of her pals. “We just talk about relationships, feelings, love, and boys.”

The IAF is always seeking personal fulfillment. Swift is no exception. Nothing seems to fulfill her more than the connection she has between her music and her fans. When she walks out onto the stage, Swift always takes a moment to close her eyes and just feel the love of her cheering fans.

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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Jesse Pinkman (Breaking Bad)

Breaking Bad week ends with Jesse Pinkman, who is portrayed by actor Aaron Paul. In the series, Pinkman is the on-again-off-again partner of Walter White in the methamphetamine drug trade. In high school, Jesse was a small-time methamphetamine user, manufacturer, and dealer. He was also an inattentive student in Walter White’s chemistry class. Through a twist of fate, Jesse would become White’s business partner in the meth trade.

Of all the characters in the series, in our opinion, Jesse Pinkman experiences the most dramatic character personality arc. Starting as a laid-back jokester and very much the show’s comic relief, Pinkman, after key events, transforms into a troubled, reckless and sorrowful shadow of his former self. His MDNA Profile provides an insight to this and a learning opportunity for us all.

Jesse Pinkman is an IAF. He is in fact, the most emotionally complex character in the series, which is one of the first recognizable core traits of the IAF profile.

One of the major traps, the IAF can fall into, is settling for mediocrity with a constant desire for overt self-gratification. The IAF is prone to this because they experience everything, especially rejection, so deeply. In the case of Pinkman, his parents are the source of this. Between their former enabling, to outright rejection, favoring his younger overachieving brother, Pinkman’s parents are a constant source of emotional pain. The IAF typically responds to this in a victim mentality (it’s everybody else’s fault), and then settles into mediocrity because taking risks can only lead to more rejection. The IAF then naturally moves to just doing what makes them feel happy.

To the IAF, emotions can become their worst enemy. Because of this emotional complexity, the IAF will go very deep and expend tremendous amounts of emotional energy and get emotionally choked out. The IAF tends to take the bumps of Life pretty hard, tending to go round and round an issue and fall into a quicksand of negative details and feelings. The extreme result of this is complete ineffectiveness.

This is not to say that other profiles cannot fall into such behavior, but it is particularly prevalent in the IAF.

The flipside to this emotional depth is the IAF can be incredibly loyal and have tremendous empathy when others lack compassion. Despite Walter White’s manipulation and authoritarian abuse, Pinkman’s bond to his partner grew stronger the more they experienced together. Also, Pinkman could not bear the thought of causing those he cared for pain.  Because his own childhood was maligned, he compensated by showing incredible compassion for children characters on the show. Again however, he would emotionally act irrationally when they were hurt—or unfortunately killed.

Despite his faults, along with a complete lack of self-awareness and discipline, one could argue Jesse was actually the most moral character of the story whose heart was always in the right place. As all IAFs can attest to, he did all the wrong things for the right reasons.

Even though Jesse Pinkman was a fictional character, we encounter young real-world individuals like him constantly. Instead of settling for mediocrity, the IAF needs to learn that their purpose, passions and potential are worthy and possible pursuits—even at the risk of emotional rejection to get there. The IAF, because of their incredible intuitive ability to align reality for the fulfillment of an ultimate vision, should note what the Breaking Bad creator had to say about the Jesse Pinkman character:

“Jesse is a leader who thinks he’s a follower.” – Vince Gilligan

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 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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Nelson Mandela

Nelson Mandela, South Africa’s first black president and an enduring icon of the struggle against racial oppression, died on Thursday December 5, 2013. President Jacob Zuma announced the loss with the statement, “His tireless struggle for freedom earned him the respect of the world. His humility, his compassion and his humanity earned him their love.”

Mandela is one of the easier MDNA Profiles to identify. As an IAF, he transformed an entire nation with his vision and sacrifices in Life that are absolutely rare in leadership today.

“Real leaders must be ready to sacrifice all for the freedom of their people.” – Nelson Mandela

Mandela spent 27 years in prison after being convicted of treason by a white minority government. Despite the injustice and captivity, Mandela continued on to forge a peaceful end to white rule by negotiating with his captors after his release. He eventually led the African National Congress to a resounding electoral victory which is marked as the first fully democratic election in the country’s history.

While revered, Mandela was also the target of much criticism which will be debated in certain circles for years as much as he is celebrated. This reveals one of the most interesting aspects of the IAF profile.

One of the most central areas to explore for the IAF profile is the concept of reconciliation. On one hand, the IAF is very vulnerable to the pain and suffering caused by others. The IAF carries the emotional burdens of others as deeply as their own. The IAF can be prone to debilitating bitterness that comes from an emotional stubbornness in refusing to forgive others.

Nelson Mandela, however, exemplified the power and potential of true heartfelt reconciliation. Some described Mandela’s form of reconciliation as the utmost in practical and pragmatic. This was the kind of reconciliation that could heal an entire national politically and spiritually.

Reconciliation is not always the most popular notion with the IAF individual, more so than the other profiles.

Did Mandela not have every right to be offended and seek retribution against those that oppressed him and his people for over a quarter century? As an IAF, most assuredly he felt every moment of pain, despair and anger—for him and against him. Yet Mandela knew, by envisioning a future through his intrinsic lens of political excellence, for the sake of a nation, reconciliation was necessary, both personally and professionally. And he not only talked the talk, but if you know the story of his prison release, he also walked the walk.

The IAF, above and beyond all the other profiles, has the power to create an environment where every party feels intimately aligned. In today’s society and cultural trend, this intimacy is the new authority. And this authority has the power to change individuals, organizations, countries and humanity.

We strongly encourage every IAF that ever reads this to sincerely consider Nelson Mandela’s model of humility, reconciliation, and true leadership. And may his legacy endure and continue to be an example for us all.

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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: David Bowie

I think the bet evidence of Bowie’s MDNA, outside of his body of work, is the documentary Cracked Actor. It’s very clear that Bowie is an IAF.

It is typical for superstar entertainers to be EIA (Empowering Inspiration & Attraction) because of the constant social spotlight. And while the IAF can live in the spotlight, as Bowie did, there is a big difference between the intrinsic motivation of the EIA and IAF in this context.

The EIA embraces the social spotlight for the sake of the masses. The EIA’s Motivational Value System wants to create a social experience and connect as many people as possible. The IAF on the other hand, connects for fulfillment. The IAF, uses the social spotlight to invite people into their own creative and intimate ecosystems. The IAF does not want to just be experienced, they want to be felt. They desire a connection of hearts in the deepest of places beyond information, theory and even popularity. This is Bowie.

Bowie has created (reinvented) several intimate ecosystems through his career. Examples are Ziggy Stardust, Alladin Sane, the Thin White Duke, and of course, Rocket Man. There were more, but you get the idea. Each of these characters had their own ecosystem, from sound to costume, and they all reflected Bowie in some intimate way.

Bowie was an incredibly emotional complex individual. One look into his eyes and you can tell. He never started wanting to be a famous rock star. He was simply looking for fulfillment which started off as a jazz saxophone player. The IAF tends to channel emotional complexity into creative expression. Bowie found this in writing music. Yet he admits he never really knew if he was writing his characters or they were writing him. Even his creative process screams IAF. The IAF is very intuitive about creativity and expression and will often resort to unorthodox ways to unlock it. This includes completely shifting environments for creative energy which is what Bowie did by moving to America after struggling with addictions and burnout in the UK.

They call Bowie a prophet from the future. It’s not that he was an actual prophet per say. He was simply able to look deeper into human nature and create expressions that spoke to people’s hearts of ultimate fulfillment. His own heart propelled him into futuristic visions. But he was also very haunted. The IAF often feels incredibly misunderstood and questions their own minds because of pain in the heart. This can lead to prolonged bouts of self-gratification and a complete loss of reality. One can certainly tell that Bowie has gone to the edge more than a few times.

In the end, he became known as “Meta-Bowie.” His ecosystem became more self-reflective than ever. He didn’t crave the spotlight like an EIA would. Even though the media wanted to shine that spotlight constantly. Bowie recently surprised his audience with an album. And yet again, invited us into his intimate ecosystem.

Another interesting facet to this story is Bowie’s wife and former supermodel Iman Abdulmajid. Her Instragram posts grieving Bowie’s death reveal her potential MDNA as well. I venture to say that she is a UCD (Unyielding Conviction & Design), or at least was taught to be one by her activist parents. Iman has become an activist herself. This would make sense why Bowie claims he knew from the first moment Iman would be his wife. The emotionally complex IAF is often drawn to the black and white UCD.

RIP David Bowie. I’ll leave you with one of my favorite performances:

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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Rachel and Donna (Suits)

Rachael and Donna work in support roles, both in the law firm and as show characters. Unfortunately, this is where the “hot assistant” and office romance tropes run a bit stale. But, when it comes to the real world, we can learn a few things about the IAF/SSA.

IAF (Intuitive Alignment & Fulfillment)

Just as we learned with Mike Ross, the IAF is emotionally complex, sensitive and very compassionate. They are fiercely loyal to those most intimate to them. This means when their friends are offended, the IAF is also offended on their behalf. Donna is this to Harvey and Rachael to Mike. Being loved by IAFs like these fine ladies is absolutely nothing to complain about.

The IAF also operates in intimate ecosystems. They have circular methods of thinking that allow them to see every detail to achieve professional excellence. Donna always exhibits an uncanny intuition to make things happen. And Rachel always knows what people are feeling all around her. Their personal ecosystems empower other people’s ecosystems. This makes them great at their jobs. This is also where the SSA is typically secondary to the IAF gift in support type roles.

SSA (Sacrificial Service & Authority)

There is a big difference between helping people as an IAF and serving people as an SSA. Both sacrifice. But the IAF will help people to make people feel happy and fulfilled. Whereas the SSA serves people simply because it needs to be done. Both Donna and Rachel help Harvey and Mike, but deliver this help through serving others. This is why the SSA is their secondary gift.

Between the two, Donna is much more mature as an SSA secondary. She understands servant leadership and the authority that comes with it. She wants nothing more than to build a platform of success under Harvey. Where Rachel seems much more self-serving in terms of her own feelings and desires.

If I was to really stretch this, I would say that, professionally speaking, each of these ladies has some upcoming issues they need to overcome. In this way they are opposite. Donna needs to get over her constant sacrificing for Harvey. Her heart always gets in the way. She has achieved professional success but the personal fulfillment is lacking because of her pining for Harvey. Rachael on the other hand is finding personal fulfillment in a relationship with Mike. However, she is trying to find herself in terms of professional success, especially in the shadow of her father who is a very accomplished lawyer.

Eventually, I believe both Donna and Rachael will take a major leap into their own character arcs. We can see if they remain true to their MDNA gifts then.

That’s it for Suits week! What did you think?

(We now return you to your regularly scheduled programming. Ha!)

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 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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF Celebrity: Steve Jobs

Unless you have been living under a rock or remote desert island, the late Steve Jobs needs no introduction. Jobs was an American entrepreneur, marketer, and inventor, who was the co-founder, chairman, and CEO of Apple Inc. which is considered one of the most iconic brands in the world valued at over $98 billion. Another one of his equally successful, if not equally as known, ventures was Pixar which sold to Disney for $7.4 billion.

There is often much debate for those familiar with the MDNA Strategy on whether Steve Jobs is a UCD (Unyielding Conviction & Design) or an IAF (Intuitive Alignment & Fulfillment). We are convinced, based upon biographical accounts and the success of Apple¸ that Jobs is indeed an IAF.

First and foremost, Jobs was intuitive like no other. He was renowned for his ability to envision the future and then fulfill it. Jobs was a demanding perfectionist who always aspired to excellence by foreseeing and setting trends of innovation and style. He was infamous for being a stickler for every minute detail when it came to the design experience. These are quintessential traits for the IAF.

Even while terminally ill in the hospital, Jobs sketched new devices that would hold the iPad in a hospital bed. Some accounts say he despised and refused to wear the oxygen monitor on his finger and suggested ways to revise the design for simplicity.

Jobs summed up the heart of the IAF at the end of his keynote speech at the 2007 Macworld Conference by quoting ice hockey player Wayne Gretzky:

“There’s an old Wayne Gretzky quote that I love, ‘I skate to where the puck is going to be, not where it has been.’ And we’ve always tried to do that at Apple. Since the very, very beginning. And we always will.”

Where the UCD is known for innovating new paradigms, the IAF is all about innovation through intimate ecosystems. Our argument is that Jobs never really invented anything new, rather he was a master at taking something—anything really—and making it fit, intimately, into the ecosystems of our lives for a better experience. Take for example MP3 players and tablet computers. The technology for these had existed for years before Apple applied its magic. What Steve Jobs did, was take that technology and create a highly intuitive and aligned (not to mention massively popular) ecosystem. Nobody can deny that using an iPhone, iPod, iPad and iTunes together is a gratifying human experience.

On a personal side, Steve Jobs was all about fulfillment. The IAF needs fulfillment, and has the ability to help others achieve the same fulfillment more than any other. This quote pretty much sums it up:

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF/UCD Celebrity: Mike Ross (Suits)

Mike is an IAF primary. But he didn’t start as a UCD secondary at the beginning of his character arc (he was probably an SSA secondary in the beginning). Mike became a secondary UCD by hanging out with Harvey Specter (we did his profile yesterday). This is a great example of how social networks and experience impact our secondary MDNA gifts.

IAF (Intuitive Alignment & Fulfillment)

Mike is an emotional character. He follows his feelings a lot. His photographic memory is an extension of his IAF gift. The IAF sees every detail. He is sensitive and displays great empathy as a lawyer. The IAF is also very loyal to a small group of people and carries their burdens.

One of the biggest traps for an IAF is that they often feel the need to sacrifice themselves for the favor of others. This is what got Mike in trouble in the first place. He was always sacrificing to make his closest friend happy. That’s why he cheated for his buddy in school and ended up taking the fall. Even further, he ended up doing a drug deal that went bad which ended with stumbling upon Harvey Specter.

Just like an IAF, Mike has a hard time articulating his feelings. When he gets insecure, he either stuffs it in, or ends up blurting out all the wrong things. He is very afraid of losing the closest people he loves, which is represented by his relationship with fiancee Rachael.

Make no mistake, despite his emotional complexities (dysfunctions), he is a really good lawyer and decent human being. He makes people want to be on his side and connects with everybody. His passion for excellence sets him up for success. That is, when his feelings don’t betray him. But he’s getting better because he is balancing his secondary MDNA gift.

UCD (Unyielding Conviction & Design)

Because he is Harvey’s associate, Mike has picked up Harvey’s black and white ideologies. As the seasons of the show progressed, Mike became more blunt and unyielding in his convictions. This is a fantastic balance for an IAF. The problem here is that the UCD and IAF gift are on the opposite ends of the spectrum. This can cause quite the internal conflict as we see with the weight of Mike’s “fraud”. He knows it is wrong to fake being a lawyer, yet he passionately wants to be one and help people with the law. He is constantly looking for self fulfillment which is what all IAFs strive for.

If Mike’s character stays true to the IAF/UCD, look for his situation to become even more complex as the seasons progress.

So who is next? Ahh yes! Louis!

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 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.

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Liz Zurek Beaudry Liz Zurek Beaudry

IAF/UCD Celebrity: Olivia Pope (Scandal)

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.

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 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.

Read More