How Personality Typology Can Make Your Business Iconic

25 years ago, as a sociology student, I found myself managing a startup—a rock shop that sold music, merchandise, and rock-themed clothing. It was an era when alternative music resonated deeply with youth, the internet was barely a thing, and personality typology was something you’d find only in textbooks. Yet, it was precisely my knowledge of personality types that helped me build a team that didn’t just work—they thrived.

How I Used Socionics (and MBTI) to Create a Dream Team

The task was to recruit staff for the store. It was no easy feat—20 candidates were vying for every single position. I, an LSE (ESTj), together with the CEO, an SLI (ISTp), developed a 24-question survey. Alongside written answers, we conducted interviews to identify not only professional skills but also each candidate’s information metabolism style.

Our primary goal: to build a team of like-minded individuals who wouldn’t just clock in and out but would live and breathe the project. And it worked.

Why Typology Is Essential for HR and Leadership

Most companies today evaluate employees based on functionality: experience, skills, and competencies. This makes sense for corporations with rigid hierarchies where personality often takes a back seat. However, for small and medium-sized businesses, this approach rarely leads to success.

When you understand your employees’ information metabolism, you work not just with their skills but with their essence. For instance:

In the rock shop, I applied this approach. We didn’t create just “jobs,” but a space where typology amplified understanding. For example, SEIs (ISFps) brought warmth and comfort, while SLEs (ESTps) added dynamism and energy to customer interactions. This synergy turned the shop into an iconic space where employees thrived and customers returned.

How Typology Prevents Burnout and Chaos

Randomly assembled teams often face burnout. Leaders, ignoring employees’ unique qualities, tend to see them as mere “functions.” This leads to employee infantilization, where responsibility is limited to the job description.

Socionics and MBTI provide tools to understand:

1. What motivates an employee. For instance, LIIs (INTj) seek meaning in their work, while ESEs (ESFj) thrive on emotional feedback.
2. Which roles suit them best. Putting an ILI (INTp) in a sales role will likely lead to quick burnout, but give them market analysis, and they’ll shine.
3. How to avoid conflicts. Integrating personality types minimizes friction, allowing everyone to be themselves while contributing to the team’s goals.

The Emotional Aspect of Typology: From KPIs to Iconic Culture

KPIs, metrics, and schedules are important, but without “soul,” even the most polished project will fail. Iconic culture arises when employees feel they are part of something greater. This happens when:

• Leaders understand their team’s nature. For example, an LIE (ENTj) will build a team differently than an ESI (ISFj).
• Employees see their type valued. SEIs (ISFps) flourish in a culture of appreciation, while SLEs (ESTs) thrive on challenges.
• Conditions for mutual growth are created. Every type should not only contribute to the team but also gain resources for personal growth.

Practical Guide: How to Integrate Typology into HR

1. Use surveys. Conduct initial diagnostics of candidates. Tools like OPteamyzer instantly identify whether someone is a thinker, feeler, sensor, or intuitive.
2. Analyze your team. Create a typological map of your current staff. You might find an overrepresentation of rationals while underestimating the role of irrationals.
3. Build around the leader. If the company leader is, for example, an SLI (ISTp), don’t try to impose a team of extroverts. Build a structure that amplifies the leader’s strengths.
4. Train your employees. Offer basic MBTI/Socionics training so everyone understands how to interact effectively with their colleagues.

Conclusion

Personality typology is not just a science but a powerful tool for creating iconic teams. It transforms a project into something more than just a job—a place where people thrive on ideas, not burn out. Use it to build not just businesses but a future for your employees.

Remember: your employees are not just hands—they are the soul of your business.