#503 - Hugh Massie - DNA Behavior

About this episode

DNA Behavior CEO Hugh Massie joins The Next 100 Days podcast to talk about how he is set to transform the way behavioural data can transform financial and sales performance.

Summary of Podcast

Introductions and banter

Graham and Kevin welcome Hugh Massie, the founder of DNA Behavior, to the podcast. They engage in some lighthearted banter about Hugh's Australian background and his business name spelling.

Overview of DNA Behavior's approach

Hugh explains the core of DNA Behavior's psychometric system. He measures 8 primary traits and 24 sub-traits to build a comprehensive profile of an individual's natural tendencies. He emphasises the importance of understanding people's instinctive behaviours under pressure, not just their learned social behaviours.

Applying DNA to teams and organisations

The group discusses how DNA Behavior's insights can be used to understand the dynamics of teams and organizations, drawing parallels to the characters in the TV show "The Office". Hugh explains how the system helps identify strengths, weaknesses, and potential conflicts within a group.

Concerns about privacy and trust

Graham expresses concerns about whether people will be willing to surrender the "deeper" aspects of their personality? Hugh addresses this by explaining the importance of psychological safety and how the system is designed to build trust and transparency.

Quantifying the business impact

Hugh outlines how his approach can directly impact a company's financial performance and valuation. This is by helping leaders make better decisions around innovation, cost management, and other key business drivers. He cites data showing a23% average revenue growth for customers.

Potential applications beyond the workplace

The group explores how his profiling capabilities could be applied to other domains, such as investor screening and selection. Hugh explains how the digital scanning technology allows for profiling large groups of people at scale.

Wrap-up and reflections

Graham and Kevin reflect on the insightful and engaging nature of the conversation, noting the unique capabilities of DNA Behavior's approach. They express interest in further exploring the system and its potential applications.

The Next 100 Days Podcast Co-Hosts

Graham Arrowsmith

GrahamfoundedFinely Fettledten years ago to help business owners and marketers market toaffluent and high-net-worth customers.He's the founder ofMicroYES,a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offeringAnswer Engine Optimisationthat gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO ofGrowCFO,which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin onLinkedInand atkevinappleby.com