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Lessons - How to Understand Anyone in 5 Minutes | Bob Raleigh PhD - Author of The Search for Why · Success Story with Scott Clary

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  In this lessons episode, explore how moral psychology and cognitive science are redefining
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  models of decision-making. Discover why instinctual patterns reveal more than demographics,
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  understand how life experiences and core instincts shape worldview, and uncover how these
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  profiles can predict behavior, influence choices, and guide strategy.
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  And after you align with these data scientists, then you then obviously, this, this, uh,
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  is starting to manifest, yeah. So when it, when I guess my, I'll ask you, when is this
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  turning to, um, I guess pathsites or, or is this, like, when is this actually turning to
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  something tangible that you can build a model out of, and what does that model start to look like?
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  Yeah, so six, six years ago, we, we, we found that there was this melding of, of, uh, disciplines,
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  and I became enthralled with the area of moral psychology. I, I, and that's a long story,
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  but suffice it to say that if we believe that if the brain allows you to, um, work, or help,
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  helps us figure out how you, how you can create, um, a moral point of view in terms of your
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  decision making values and things like that. And if in fact, you, you used all that brain power
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  to create your, your, um, moral point of view, don't you think there was a, and a half for me,
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  that if that is consuming a lot of what your brain does, don't you think it would have,
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  you pick what is use beyond moral judgments? And that was the premise, that was the, that was the
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  premise. So why, why take, um, something and use it for, uh, esoteric choices, when it could be
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  front and center, and how you decide what you like, how you vote, um, what you join,
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  who you love, all those things are really moral decisions. So I really felt there was a great,
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  melding of those things with our, with the models that we've, we talked about. And so, um, we took
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  some basic, uh, decision making models and merged them with, uh, an applied model of cognitive
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  psychology to, to look at what we knew about how people make those decisions. And then we found that
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  these moral decisions were, were tied to these deeply, um, embedded instincts that were showing
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  signs of, of, of, of, um, being significant all the way back to the, the, the Stone Age. So you
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  may, maybe have heard of a lot of the work of Jonathan Hayton, moral foundations. Um, those,
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  those were the, the, uh, uh, uh, instincts that I felt, wow, finally we have a, a score card to be
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  able to take some of these points of view, quantify them and look for ways that they can influence
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  decision making and, and behavior change. So we put all that together and started to look at
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  what does the data tell us about what we could reasonably expect.
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  And I guess my, I have questions about what that result is. But my, before, before that, I think
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  I would ask, is this, this is, is this a dangerous model to build? Is this, um, a model that could
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  cause, like dangerous as if you, if you can predict how somebody makes decisions. Could that be,
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  could that be used to influence like, I don't know. I'm trying to think of the implications of
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  building out a model where you can predict certain things that certain people can do or, or decisions
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  that they would make? Well, let me start by saying, the human interface is the most complex
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  node on the most complex network in, we've ever experienced. So you, I'm flattered, but we don't
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  have that degree of, of, of, of predictability yet. What we, what we have is something that goes
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  beyond anything we've ever had, but it's still, you know, it still, um, leaves a lot that we don't
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  know. So what we've, we've done is, you know, for a hundred years, the conventional wisdom was
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  that demographics really, um, could be used to, to tell us why we did these things. You know,
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  but, um, after a hundred years, we know a lot about demographics. They tell us kind of who we are
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  and what we do, but they are really lousy at telling us why, why do, why do we do it? And there's
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  so many, um, segmentation models that are based on, on those precepts of, of, of demographics.
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  And, and they've all, sooner or later, wielded, under scrutiny, scrutiny. And, um, so we added these
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  instinctual points of view. Um, these are five instincts of, instinctually, how do you care
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  about, um, children? Um, what is your, your need for fairness? What's your, who, who are you loyal to,
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  who, how do you, what are the rules of the game? What's your authority idea? And then this,
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  this, uh, instinct for, uh, purity. So what, what they are, they're, they're, they're not to be
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  confused with an instinct like when we, you go into the doctorate and cross your legs and
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  you get a patellar in, instinct where you kick the, the doctor, right? Look at, look at, look at,
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  look at the full response. Exactly. Yeah. Those, it's not like that. It's not, you, you, you trigger the
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  care instinct and bam, something automatic comes in. But what these do, the patterns of those
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  instincts, uh, you, you do have a, have a, uh, early early in child that we've figured out that
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  you have a pattern of which, which ones of these instincts you're sensitive to. And what happens
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  as you go through life and your, your life experiences edit those, those instincts,
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  we know that how you see the world, your worldview is constructed, um, by those
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  life experiences and your instincts and your demographics. And all the other things that we,
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  we've known over the years, go into creating an identity. And we've, we've decoded that we think
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  there are five of these instinctual patterns that we can identify. But two of them are really,
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  really significant. And these two are what we see all the time referenced in in our tribal world,
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  you know, the, the, and they're, they're referenced in politics and philosophy and all sorts of
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  things. But these two are really, really, uh, kind of, we bifurcate the world in, in terms of these two
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  major, um, instinctual profiles. And then the three in the middle are the kind of the way we,
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  marry up, which part of, of the, of the two instincts are, are you most influenced by? So
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  they're think kind of more back and forth. So really it's these two, two big ones that are really
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  are, are the immovable forces. And, and the rest of the other three would just to draw a parallel
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  to be almost like a, a Venn diagram of crossover of various components between the two major polarizing
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  ones and then the smaller, exactly. Okay. And, and, and, and, um, yeah. And so what we've done is we've
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  started over the last six years to explore the way these profiles can predict what people,
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  how people will, will, uh, respond to different environments, different problems, different, um,
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  stimuli and things like that. So the, the, the real wild card is to say, what do we, what do we
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  think these instinctual patterns are? Because we've done a lot of the work on the, on the back end
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  of saying, oh, if we know you have this one instinctual pattern, likely you're going to be really,
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  fair-minded, empathy is, is, is, is, is, is a given. You're probably, um,
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  fight the conformity of, of, of a cultural mandate, but you're, you're, you're probably going to
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  look for new and different problems to solve and, and trends to, uh, to, to make friends with.
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  So that would be one. And then we can get all sorts of detail about what that looks like. And so
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  what we've, what we've done then is created this intelligent advisor so that one, somebody says,
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  I'm, I'm interested in my brand, for example, and I'd, I'd like to figure out who likes to do,
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  doesn't like it and what can I do about it? And those, those are kind of the simple questions
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  that we can answer now. Thanks for tuning in. If you found this valuable, don't forget to hit that
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  subscribe button so you never miss an episode. And if you want to dive deeper into this conversation,
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  check out the links in the description to watch the full episode. See you in the next one.