007 | Predicting Your Customer's Personality with Drew D'Agostino | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing
from 2020-04-29T15:56:52
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The Episode in 60 Seconds
8w7, iD at peace, DC under stress, ENTJ. If you know one or more of those codes, you’re going to have a lot of fun in this conversation. If you don’t, stay tuned. We dig a little deeper.
Drew D’Agostino, founder and CEO of Crystal, joins us to discuss common assumptions and biases that disrupt the true art of communication.
This interview delves into:
- How Crystal was born
- What communication really means
- How Crystal can improve your company’s messaging
- How your company can leverage personality differences during the COVID-19 crisis
- The hidden meaning behind Crystal' “Personality AI” categorization
Our Guest
This week’s guest is Drew D’Agostino. He’s the Founder and CEO of Crystal Knows, an online application that uses AI to predict personality so users can communicate effectively, resolve conflict, manage stress, influence others, and make better decisions in their professional lives.
Previously, Drew was CTO of Attend.com, an event management software company. He is a thought leader in Personality AI and has been featured in Inc., Fortune, CNN, Fast Company, MIT Technology Review, Wired, and The Guardian.
Drew has been recognized by Forbes as 30 Under 30 in enterprise technology and is the co-author of Predicting Personality, published by Wiley in 2019.
Show Notes
Learn more about how psychological studies can help you shape your buyer personas.
HOW WAS CRYSTAL BORN AND WHERE IS IT HEADING?
After Drew and Crystal COO Greg Skloot left their previous company, they became fascinated by the idea of using DiSC assessments in a predictive manner.
Drew dove into NLP and machine learning in order to create a prototype that could analyze a LinkedIn profile and produce a personality assessment.
The company sold its first subscription and officially launched in early 2015. Since then, it’s been off to the races.
“It was an emotional response to software that I’d never seen before.” - Drew D’Agostino
Drew and his team are now trying to build a foundation off of where Crystal Knows truly fits in the market.
THE TRUE ART OF COMMUNICATION
When it comes to communication, there should be no blanket ideas. There should be no assumptions based on our personal preferences.
When sending an email, how do you know whether to use short, to-the-point sentences versus elaborate, colorful language?
Communicating and connecting with people in the context of marketing is more than just gut feelings. It’s a science.
“Most people think communication is saying what you want to say in the way you want to say it. The true art of communication is altogether opposite. It's saying what you want to say in a way the other person can understand.” - Angus Nelson
HOW CAN CRYSTAL HELP YOU UNDERSTAND YOUR AUDIENCE?
Over the years, Crystal has oscillated between markets because it’s generally a powerful, flexible personality tool.
Crystal can be utilized by marketing professionals in micro- or macro-approaches. For example:
- Identifying the communication styles that will be most effective in sales emails and pitches
- Identifying common personality traits of their customer-base to develop effective messaging.
“Data can be your secret weapon.” - Drew D’Agostino
There’s a danger in making assumptions about people, in making assumptions about personality types.
“Making assumptions about people results in biases, which results in awkwardness, which results in miscommunication and just overall inauthenticity.” - Drew D’Agostino
IS YOUR COMPANY LEVERAGING PERSONALITY DIFFERENCES DURING THE COVID-19 CRISIS?
“When you’re remote, personality differences seem to blow up.” - Drew D’Agostino
In written communication, what people really mean versus what is interpreted from the message can be dramatically different. It creates real problems.
Just like companies attempting to better understand their employees or customers during this crisis, Drew and his team are trying to understand how this remote shift is affecting how people are actually using Crystal Knows.
We've compiled four steps to fortify your infrastructure during the COVID-19 pandemic. Learn how your company can emerge from this crisis stronger than ever.
THE HIDDEN MEANING BEHIND CRYSTAL ' “PERSONALITY AI” CATEGORIZATION
Although Crystal Knows is categorized under a blanket term (AI), Drew views Crystal Knows as technology that is enhancing human communications and relationships where technology may have previously stripped the humanity away.
“Technology is here to stay, but how do you re-inject emotional intelligence into where it has been taken?” - Drew D’Agostino
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