Thoughts on Personality Tests and Career Archetypes

I like taking personality tests, career tests or any type of assessment that helps me better understand who I am from a new perspective.

My advice about personality, career, and all other assessment tests: Take them. Take every single one you come across and always be honest because….wait for it….THEY ARE FUN!

My New Career Archetype

My most recent “assessment” was from a rather popular salary assessment website called their “Career Archetype Assessment.”

Rob Ferguson is a Magician


The Magician archetype is all about the power of transformation. Magicians have an ability to make a vision a reality, not just for themselves, but for others as well.

A strong Magician archetype means you have a strong belief in your own ability to change the world. Often the Magician can change a negative situation into a positive one just by redefining the issues or changing goals to meet the new situation.

Traps to Avoid
Too often a Magician will spend time waiting for the miracle to happen, rather than putting in the effort to make it happen. Procrastination and over complication of simple solutions can be traps for the Magician.

If you have a strong Magician presence you will feel at home in an organization with a clear vision that gives you enough autonomy to effect change.


What is hilarious about this assessment is that I am not a procrastinator but I do find myself waiting around for other people to get things done.

The quiz was fun so all is well in the kingdom.

Some of the more reputable personality tests include:

Meyers-Briggs Type Indicator
Taking the test results in one of 16 types with titles like “ESTJ” and “INFP”. These refer to four polarities (such as extroversion / introversion and thinking / feeling). The test is used to assess preferences without easy links to strategies or role models, so really require an expert to interpret the results and translate it into effective action.

Wealth Dynamics
Wealth Dynamics has rapidly grown into the most widely adopted profiling systems for entrepreneurs and business owners around the world. The reason for its success is that it links both your strengths and weaknesses to your preferences, and then gives you clear role models and strategies to follow. It takes the very best of MBTI, DISC and Strength Finder, and delivers to you a system that is intuitive, relevant and easy to explain to others.

The Sixteen Personality Factor (16PF) Questionnaire
The 16PF is a personality inventory that measures the 16 normal-range personality traits identified by psychologist Raymond B. Cattell and fellow researchers. Later, five global (or second-order) factors were discovered. The 16PF assessment scores both the broader, second-order traits as well as the more specific and precise primary traits. The assessment is commonly used in the workplace but also in academic and counseling settings.

Dominance, Influence, Steadiness, Conscientiousness (DISC)
The DISC assessment is based on a four-quadrant behavioral model identified by William Moulton Marston. The test assesses the behavior of individuals within certain situations. Behavior is grouped into four major personality styles, each of which tends to exhibit specific characteristics common to that particular style.

Caliper Profile
The Caliper Profile is a commercial assessment that measures 25 personality traits related to job performance. The instrument is used for hiring, performance improvement and team building and is designed to provide information on an individual’s strengths, limitations, motivation and potential.

McQuaig Word Survey
The McQuaig Word Survey (WS) is a measure of four personality domains that capture core aspects of the widely established “big five” personality factors. It is organized into 21 word sets, each consisting of four descriptors (a tetrad) – one from each of the four personality domains. Respondents rank order the trait-descriptors within each of the 21 sets based on the degree to which they are self-descriptive. WS interpretations and recommendations are based on seven basic profile patterns and their subsets.

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SiteCatalyst Tagging Resource Tutorial

SiteCatalyst Tagging is the process of adding JavaScript code to your website pages to collect visitor data.

Sitecatalyst Tagging Tutorial

Adobe’s excellent overview of SiteCatalyst tagging

In this tutorial, you will learn how to add tracking using the most common method, client-side SiteCatalyst Tagging. This is not an exhaustive review of the topic, but an overview that will provide you with the experience to create your own test pages. You will also learn to monitor in-transit data using the AdobePulse Debugger.



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Adobe Insight Forum Now Has Some Activity

Lo and behold, there are now six posts in the Adobe Insight Forum:

Maybe in another year or so there will be six more posts! I’m kidding.

If anyone using Adobe Insight is up to the task, please help contribute to this forum which could be helpful for all Insight users down the road.


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Review of Mastering the Requirements Process Third Edition

Book Review

Mastering the Requirements Process: Getting Requirements Right (3rd Edition)
Price: $43.86
Publication Date: 2013* 
*Amazon’s page lists August 2012 as the Publication Date but my edition arrived 2 days ago and the Copyright clearly indicates 2013.

My Initial Thoughts:

I’m not sure it’s possible to find a more detailed book about the Requirements Phase of Project Management. With over 700 pages of detailed information, this book delivers. 

I usually gauge any book like this (hardcover, textbook-looking intimidation machine), by the authors’ ability to engage me through their writing. I literally cannot pick up a book like this one and read it cover to cover unless the author makes the topic (which I usually know beforehand to be boring) compelling and interesting. 

Suzanne and James Robertson (the authors) accomplish this…for the most part! 

My Current Progress:

  • I’m about one third of the way into the book but had to put it aside for a couple of days when my wife reminded me to be a husband and father again!
  • Like I previously mentioned, no matter the subject, I never read a book word for word…this has been and will continue to be the case with Mastering the Requirements Process 3rd Edition. Disclaimer: This has nothing to do with the fact that I’m a speed reader, seriously.
  • I really do love reading books on subjects that I think I know something about but then realize, usually very quickly, that I still have a lot to learn!

    !Random Tangent Alert!…It’s like the feeling of being in a meeting with a large group of people and feeling like you’re the dumbest person in the room. I live for those moments! Being surrounded by extremely intelligent people brings out the best in me…Tangent Complete.

Watson super computer that can answer any questionIf you’re a Business Analyst and/or involved with the Requirements Process, this book can be your Watson. You know. The super computer built by IBM that b-$%!* slapped Alex Trebek a couple of years ago. Watson is an artificial intelligence Goliath computer system capable of answering questions posed in natural language and when I tell a BA this book can be your Watson, what I obviously mean is that it will answer any question(s) you have or will have about the business requirements process.

So far, I’m learning a great deal, getting updates on topics I already understood and realizing I could have done requirements in the past SO much better if I had this book umpteen years ago. So, without further delay, I would like to say “Thank You” to Suzanne and James Robertson! A labor of love for both of you, I’m sure, that will hopefully pay off! Best of luck to you both!

To read more about Mastering the Requirements Process: Getting Requirements Right (3rd Edition), or even see a list of new features in the 3rd edition, I found the best price on Amazon. FYI.


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Business Analyst Tools Part I

As an on-going attempt to identify the Business Analyst Tools most commonly need, I’m starting a list. I’ll post more tools over time but feel strongly that this list is only as strong as the comments and contributions of readers that add their own tools when they read this post.

The list begins…

  1. Microsoft Office (did I even have to list it?) – Full Office Professional Suite
  2. ErWin – Entity Relationship Diagrams
  3. Visual Studio Web Edition – UI Mockups, Prototypes
  4. Autodesk SketchBook Pro 6 – Drawing application specifically designed to work with pen tablets to deliver an authentic drawing experience
  5. Snag-It – Screenshots, Editing Images
  6. Borland CaliberRM – Requirements Management

Please add your own tools in the comments section.



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Guest Post: Adobe SiteCatalyst Review

Adobe SiteCatalyst LogoSince the only thing that matters to publishers is how customers use their sites, they need the proper tools to gain access to that information. For their best interest, publishers and marketers need to really understand where the user is going, and how it’s affecting them in the process.

Adobe SiteCatalyst provides the tools necessary so that marketers and publishers have the chance to make sense of the traffic data that is being measured. Adobe® Analytics allows you to see what’s happening in your business — and then quickly act on it — through the use of high-performance, real-time analytics. The Adobe SiteCatalyst software helps marketers quickly identify the most profitable paths to their web sites, determine where their visitors are navigating on their sites, and determine the critical success metrics for online marketing campaigns.

Using Adobe SiteCatalyst helps businesses understand and measure what’s going on with their sites and gives them the proper tools to optimize accordingly. Using SiteCatalyst makes sense, especially if businesses want to know their customer base and increase their revenue.

The SiteCatalyst solution, part of the Adobe Marketing Cloud, draws data from both your online and offline channels, and ultimately becomes the compass that guides your marketing efforts and overall business direction.

What is the Adobe Marketing Cloud?

Adobe Marketing Cloud gives you a complete set of analytics, social, advertising, targeting and web experience management solutions and a real-time dashboard that brings together everything you need to know about your marketing campaigns. So you can get from data to insights to action, faster and smarter than ever.

-Guest Author

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Pre-Order Adobe Analytics with SiteCatalyst Classroom in a Book

Publication Date: June 9, 2013
Pre-Order Price: $48.45


Amazon Product Details:

The fastest, easiest, most comprehensive way to learn Adobe SiteCatalyst Classroom in a Book®, the best-selling series of hands-on software training workbooks, helps you learn the features of Adobe software quickly and easily.

Classroom in a Book offers what no other book or training program does–an official training series from Adobe Systems Incorporated, developed with the support of Adobe product experts.

Adobe Analytics with SiteCatalyst Classroom in a Book contains 10 lessons. The book covers the basics of learning Adobe SiteCatalyst and provides countless tips and techniques to help you become more productive with the program. You can follow the book from start to finish or choose only those lessons that interest you.

About the Author:

Vidya Subramanian is Senior Analytics Insights Manager at Intuit, where she is currently evangelizing and standardizing analytics practices. She has successfully architected SiteCatalyst & end-to-end analytics at Genworth Financial, a fortune 500 company. She has led SiteCatalyst training, and is a Certified Project Manager Professional, Certified Scrum Master & Adobe Certified Expert in SiteCatalyst.

Brent Dykes is the Evangelist for Customer Analytics at Adobe and is responsible for guiding and evangelizing the vision of Adobe’s analytics solutions. He is the author of Web Analytics Action Hero (Adobe Press).



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Nine Attributes of the Entrepreneur

Entrepreneur AttributesNine attributes of the entrepreneur as identified in the HBR.

They convert into nine questions:

  1. A high level of drive and energy
  2. Enough self-confidence to take carefully calculated, moderate risks
  3. A clear idea of money as a way of keeping score, and as a means of generating more money still
  4. The ability to get other people to work with you and for you productively
  5. High but realistic, achievable goals
  6. Belief that you can control your own destiny
  7. Readiness to learn from your own mistakes and failures
  8. A long-term vision of the future of your business
  9. Intense competitive urge, with self-imposed standards.

If you haven’t answered with nine resounding shouts of Yes, don’t despair. These attributes are not immutable elements of personality.

Every one of the nine can be developed, if you are prepared to confront your shortcomings and then work to change your behavior. These are basics of management and leadership alike. However, there’s something missing – the combination of marketing and innovation that creates a great customer franchise.

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IBM Digital Analytics (Formerly Coremetrics)

IBM Digital AnalyticsSince organizations are increasingly looking for a variety of ways to to optimize their marketing process and businesses, they are also looking at client demands in order to gain more personalized customer interactions. Businesses are faced with an increasingly complex of outlets to interact with potential customers and customers alike. It includes into looking at various websites, to mobile applications to email, and social media sites. Businesses must continually differentiate themselves in the marketplace and they must focus entirely on enhancing their customer brand experience.

In result, it is in the best interest of businesses to learn how IBM Digital Analytics can be used to maintain that competitive edge. Using IBM Analytics can enhance businesses capabilities by enabling organizations to make more targeted marketing campaigns, and to gain real-time insight into consumer interactions through social networks and other various social media outlets. By using these products, businesses and marketing teams can gain deeper insight on their customers, and they can personalize recommendations so the customers have the ability to interact with the brand. Businesses can also provide more effective market campaigns by using IBM digital analytics by providing real-time intelligence on what consumers are saying about their produces and what they think of the services that are being provided.

Overall, IBM digital analytics (which was formerly Coremetrics) can be used to improve businesses market campaigns, their relationship with their customers, and the overall profit of the business. By implementing these strategies businesses can remove barriers so they can increase their revenue potential by targeting their potential customers, and they can gain insight on how to implement an appropriate marketing campaign for their business.


  • Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content and media, travel, telecommunications, B2B and many other industries
  • Benchmarks and intelligence to inform about average peer and competitor performance data 
  • Powerful, industry-leading marketing attribution capabilities to help you improve marketing spend allocation 
  • Real-time data exploration for power users using a data warehouse of customer and prospect interactions
  • Fluid navigation between analytics, digital marketing applications, and cross-channel campaign management to turn analytics into action with only a few clicks

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SiteCatalyst Traffic Variables

There are 3 core variable types in which all web analytics data eventually resides in SiteCatalyst:

  1. Traffic Variables (sProps)
  2. Conversion Variables (eVars)
  3. Success Events

Traffic variables are the most basic type of variable. Often referred to as sProps or “props.” The official name is custom traffic variables.

Read more about all SiteCatalyst variables in Adam Greco’s amazing book:

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