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About us


Harvard Research in 2002 shows that 87% of business issues are related to human behavior. Therefore, solving business problems and improving productivity requires addressing the deep blockages caused by behavioral differences. In many cases the real cause of these blockages cannot be seen which is the problem the deployment of the Business DNA Discovery Process solves.

Business DNA is a proprietary solution designed to holistically and reliably discover the behavioral talents and communication styles of leaders, employees and customers and then develop how they are performing for improving Business Performance. The objective of using the Business DNA Discovery Process is to provide an easy to use online platform for helping leaders and employees to capitalize on their unique strengths and manage the impact of their struggles, along with adapting their communication to meet others needs. Thereby, unlocking productivity, increasing engagement, enhancing retention and ultimately building a sustainable workplace culture. The Business DNA systems provide a highly structured framework for delivering unique employee experiences and behaviorally managing leader, employee and team performance on an ongoing basis.

DNA Behavior founder Hugh Massie explains behavioral management solutions to grow your business.


Headed by Hugh Massie, our CEO and Founder, the DNA Leadership Team are stewards of the global DNA Community. Our DNA Leadership Team is supported by over 100 DNA Performance Advisors, who collaborate to think and act globally for serving our International clients. We host regular DNA Community Meetings to leverage knowledge and generate new behaviorally smart thinking.

High-level creative and diverse thinking, supported by concrete and structured processes, is the key talent of our team.

Hugh Massie

Hugh Massie

CEO, Behavioral Strategist

Leon Morales

Leon Morales

Managing Director

Nikki Evans

Nikki Evans

CLO, Chief Learning Officer

Ryan Scott

Ryan Scott

CTO, Product Development & Integrations
(Reflective Thinker)

Tripp Rockwell

Tripp Rockwell

CMO, Public Relations and Brand Strategist


Carol Pocklington – Behavioral Research Analyst (Facilitator)
Bridgette Gary – USA/Canada Operations Manager (Reflective Thinker)
Bieke Godts – Netherlands/Belgium Operations Manager (Influencer)
Leah Bertulfo – Marketing Coordinator (Reflective Thinker)
Wendy Hamilton – Executive Assistant (Reflective Thinker)
Tim Watson – Product Support Specialist (Reflective Thinker)
Morena Melograna – Company Secretary (Reflective Thinker)
Helgrit Homann-Bell – Accountant (Reflective Thinker)
Karen Munro – Accountant (Facilitator)
Derek Lindsay – Digital Marketing Coordinator (Adapter)
Lisa Travis – Relationship Management Specialist (Influencer)


Justin De Simone, Ph.D. (Strategist)
Bill Newbolt, Ph.D. (Strategist)
Lee Ellis (Influencer)
John Guerin (Relationship Builder)


Rizwan Ahmed (Initiator)
Gaurav Soni (Stylish Thinker)
Ashwin Gaurkar (Engager)
Ujjwal Meshram (Facilitator)
Adam Vayle (Relationship Builder)
Manoj Prasad (Reflective Thinker)


We are fortunate to have in our community a range of people who regularly collaborate with us to provide guidance, innovative thinking, and feedback on the development and operation of the DNA systems and solutions:

Lee Ellis – Psychometrics and behavioral application (Influencer)
Manish Sachdeva – Technology development (Initiator)
Rizwan Ahmed – Technology management (Initiator)
Rick Helbing – Advisor and client user experience (Influencer)
Frank Danielson – Advisor and client user experience (Strategist)
Malcolm LeLievre – Business user experience and workflow (Initiator)
Beth Miller – Business user experience (Influencer)
Mike Beduze – Family user experience (Initiator)
Craig Pfeiffer – Financial services industry navigation (Influencer)
Deena Katz – Financial services industry navigation (Adapter)
John Morgan – Marketing (Initiator)
Drew Plant – Public Relations (Engager)

We’re always looking for passionate people to join our team. Learn more about working at DNA Behavior International and apply for a job today.

Our Strategic Integrations

We have established mutual collaboration arrangements with international businesses which integrate our human behavior solutions into their technology platforms and marketing programs.

Salesforce, San Francisco, CA

TD Ameritrade, San Diego, CA

Schwab Market Square, San Francisco

University Affiliations

We have established a number of affiliations with leading Universities. We’re committed to educating students in building personal performance and client centered financial planning. And the universities conduct ongoing behavioral finance research and continued validation of the DNA Behavior Discovery Processes.

Georgia Institute of Technology

Texas Tech University

Virginia Polytechnic Institute and State University

Liberty University

The DNA Behavior Methodology and Research

Our system is designed to reliably assess 8 major personality factors as well as 24 related sub-factors. These behavior measurements are more specific than Costa and McCrae’s (1985) measure of the “Big Five” and other personality inventories. The DNA Behavior Discovery process excels at capturing how people make decisions, interact and build relationships, set and achieve goals, how to manage different risks and learning styles.

            • The most academically sound psychometric model for reliably predicting behavior is a properly constructed Forced-Choice Scoring Model.
            • The traditionally used questionnaire formats have been academically proven to not produce sufficiently accurate or reliable predictions of behavior.
            • The traditionally used formats allow for self promotion and a higher chance of faking.
            • Independent academic research shows that the inflation of scores under a traditional questionnaire format is one standard deviation higher than under a Forced-Choice (Ipsative) format.

The DNA Behavior Performance Guarantee

As a worldwide preferred solution provider, our DNA Behavior Discovery System has help businesses become “behaviorally smart” through matching their personnel to teams, teams to customers and clients to solutions offered.

The most common question we get is, “Will my customers or clients be engaged in the process?” We back our service with a “Client Engagement 90 Day Refund Guarantee”. Click the button below for more details.

Having trouble deciding?

Then please give us a chance to walk our talk and minimize the risks in your decision. Connect with us today for a discussion and a trial of one of our internationally recognized DNA Behavior assessments that is relevant to your needs.


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