UCD: Unyielding Conviction & Design


The easiest way to recognize a true UCD is by how ideologically driven they are. The UCD desires to understand the principles in how the world is designed. UCDs are problem solvers and work extremely hard to find strategies and create solutions.

Those who fit this MDNA are opinionated, blunt, and emotionally intense. The UCD has a habit of choosing ideologies over relationships because everything is black or white, in or out, wrong or right. This leads to unyielding convictions that the UCD is willing to stand on regardless of popular opinion.


Some examples of popular UCDs, today and throughout history, are three-time heavyweight boxing champion and activist Muhammad Ali; scientist George Washington Carver that transformed an industry by developing approximately 100 products made from peanuts; Stephen R Covey, best-selling author of The Seven Habits of Highly Effective People; and Timothy Ferriss, best-selling author of The 4-Hour Workweek. Famous fictional UCDs would be Sherlock Holmes and the Marvel comic book character Tony Stark also known as Iron Man.

(Celebrity profiles are unofficial, unverified and for educational purposes only.)

Brand Culture

Here is how a UCD individual impacts six dimensions of an organization's culture:


Most innovative from scratch. Possesses the ability to see hidden strategies and cause-and-effect principles. Can execute rapid research and development. Will take risks. Idea factory. Will always challenge traditional methods.


Primarily a creator or refiner. Requires support to maintain production. Initiatives can be aborted prematurely. Will work hard as long as ideologies synchronize with objectives. Disdains being stifled.


Quick to embrace change. Transitions come easily and can even lead to leaping too quickly without proper timing. Requires principles as a support above relationships. Driven through ideologies.


Expansion must be based upon an ideological approach. Presents principles and allows conviction to form in others. Avoid becoming critical and write off new or break off current connections.


Knowledge itself is not as important as the principles it leads to. Believes theories should just be accepted based upon incarnated experience alone. Can become frustrated by rational process. Very blunt.


Of all profiles requires least amount of social connection. Leads and builds community through principles and convictions. Fixes problems and creates strategies. Accounts for liabilities.

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