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The 
Andre Delicata 
http://andredelicata.biz/ 
Whole Brain 
Model: 
Understanding 
Thinking & 
Communication 
Styles
WWaarrmm uupp eexxcceerrcciissee
The two hemispheres control 
vastly different aspects of 
thought and action. 
Each half has its own 
specialization and thus 
its own limitations and 
advantages.
Hemispheric Dominance 
Left Hemisphere 
•Speech, Verbal 
•Logical Mathematical 
•Linear Detailed 
•Sequential 
•Controlled 
•Intellectual 
•Dominant 
•Worldly 
•Active 
•Analytical 
•Reading, Writing 
•Order 
Right Hemisphere 
•Musical 
•Holistic 
•Artistic 
•Symbolic 
•Spontaneous 
•Emotional 
•Intuitive 
•Creative 
•Spiritual
Quadrants Orientation 
• Left mode A / B is male oriented 
• Right mode C / D is female oriented 
• Cerebral styles A / D prefer for technical and 
experimental thinking 
• Limbic styles B /C prefer stability of tradition 
with a caring responsiveness
Male Female Differences 
Male 
•Mathematics 
•Mechanical 
•Understanding Theories 
•Probing Questions 
•Analytical 
•Linear Reasoning 
•Problem Solving 
•Understanding Facts 
•Task Forces 
•Creativity based on technical, 
“thing” orientated. 
Female 
•Foreign Languages 
•Hearing/Listening 
•Verbal Ability 
•Intuitive 
•Evocative Questions 
•Contextual 
•Holistic 
•Problem Understanding 
•Process Understanding 
•Creativity based on Intuition 
& Relationships
Physiology Metaphor 
The 
Brain 
The 
Whole Brain 
Model 
The 
Organizing 
Principle 
Application 
The 
HBDI 
A 
B 
D 
C 
Architecture 
A 
B 
D 
C
The Whole Brain Model 
2 
5 
94
The Whole Brain Model 
• Four quadrant metaphoric model 
• Preferred modes of thinking, learning and 
working 
• Based on brain research 
• Nature and Nurture 
• All styles are neutral 
• We have all the styles 
• Preferences different from competence 
• Similarity and complementarity 
• Organizations need all styles 
• Understand and value diverse styles
Physiology Metaphor 
The 
Brain 
The 
Whole Brain 
Model 
The 
Organizing 
Principle 
Application 
The 
HBDI 
A 
B 
D 
C 
Architecture 
A 
B 
D 
C 
© Herrmann International Group™ 2000-2003
The Whole Brain Model 
Styles at Work 
Logical Big Picture 
Rational Creative 
Organized Interpersonal 
Planned Feelings
What are the Four Brain Quadrants? 
Analyze Facts, logic, statistics, data 
Rationale for listening, taking 
action, making decisions 
What? 
Organize Details, arranged systematically 
(linearly, sequentially) 
Safety, reliability, history 
How? 
Personaliz 
e 
Emotional connection between 
speaker and listener 
(strong motivational factor) 
Who? 
SSttrraatteeggiizzee Big picture, future vision 
Explores possibilities, sets long-term 
goals 
Why?
HBDI 
Authoritarian 
Materialistic 
Academic 
Realistic 
Reliable 
Traditional 
Task-driven 
Bureaucratic 
Experimental 
Futuristic 
Inventive 
Flexible 
Value- 
Oriented 
Humanistic 
Cooperative 
The Whole Brain Business Book (Ned Herrmann) 
The Creative Brain (Ned Herrmann)
WHOLE BRAIN TEACHING AND LEARNING 
Logical 
Rational 
Quantitative 
Theoretical 
UPPER 
OPEN MINDED 
FACT-BASED 
LEFT RIGHT 
Organized 
Sequential 
Procedural 
Methodical 
D 
Visual 
Conceptual 
Simultaneous 
Experimental 
Emotional 
Expressive 
Interpersonal 
Kinesthetic 
A 
FEELING-BASED 
CONTROLLED 
LOWER 
B C 
Experiential 
Concrete 
Intellectual 
Instinctual 
Non-Verbal 
Verbal
The A and B quadrants are 
practical and realistic.
2 
59 
4 
• Logical 
• Analytical 
• Linear Thinking 
• Quantitative 
• Here-and-Now
BLUE 
• Argue Rationally 
• Generalize from specifics 
• Problem-solve logically 
• Know the bottom line 
• Critical Analysis 
• Solve tough problems 
• Gather facts 
• Measure precisely 
• Make things work 
• Rational, unemotional 
• Consider financial aspects 
• Goals & outcomes 
• Realistic & present-oriented 
• Efficient
Quadrant A Skills Uptake 
Expects 
• Precise, to the point, information 
• Theory & logical rationales 
• Proof of validity 
• Research references 
• Textbook reading 
• Quantifiable numbers, data sets, problems 
• Opportunity to ask challenging questions 
• Subject matter expertise 
Struggles with 
• Expressing emotions 
• Lack of logic 
• Vague, imprecise concepts or ideas
Quadrant A style is typically 
• Directive in all business 
• Comfortable with concrete information, like 
computer programming, Mathematical 
formulas, Medical terms, Legal briefs and 
Stock market indexes 
• Lives in a technical world and likes factual 
evidence 
authoritative
Quadrant A Behavioural aspects 
• Quadrant A persons use words like 
How? Prove it? Must, Typically. Should, 
explain, Logical, rationally, I think, Quotes 
statistics and evidences 
• Interested in purchasing useful objects only, 
reading business/ technical articles 
• Do not understand others’ feelings and 
emotions. Do not like humor
• Organized 
• Sequential 
• Safe-keeping 
• Planned 
• Detailed 
• Implementer
GREEN 
• A rule and a place for 
everything 
• If it ain’t broke, don’t fix it 
• On time 
• Action-oriented 
• Approach problems 
practically 
• Stand firm on issues 
• Maintain standard of 
consistency 
• Stable leadership & 
supervision 
• Detailed plans & procedures 
• One thing at a time 
• Keep financial records 
straight 
• Neatness & protocol count 
• Disciplined & reliable 
• Order & control
Quadrant “B” Skills Uptake 
Expects 
• An organized consistent approach 
• Staying on track, on time 
• Complete subject chunks 
• A beginning, middle, and end 
• Opportunity to practice & evaluate 
• Practical applications 
• Examples 
• Clear instructions/expectations 
Struggles with 
• Risk 
• Ambiguity 
• Unclear expectations/directions
Quadrant B style is typically traditional, 
conservative and risk avoiding 
• Highly traditional and conservative 
• Strive for safety and stability 
• Resist change. 
• They like order and work best in an 
organisation where the lines of authority is 
clear, 
• Strictly follows rules
Quadrant B Behavioural aspects 
• Quadrant B persons use words like usually, 
quoting past incidents, quotes rules and 
regulations, plan ahead before talking, think and 
talk about the safety procedures 
• Completes the work in time, gets irritated for being 
late 
• Spends more time in planning, wants everything go 
in undisturbed smooth fashion 
• Discourage new ideas and resist change
• Interpersonal 
• Feeling-oriented 
• Teamwork 
• Intuition 
• Communication
RED 
• Attuned to people & 
group dynamics 
• Empathetic & nurturing 
• Experience is reality 
• Intuitive, understanding 
• Care about values 
• Recognize interpersonal 
difficulties 
• Helping, coaching, 
partnering 
• Participation & collaboration 
• Expressive, talkative, friendly 
• Spirituality 
• Personal growth 
• Build relationships & teams
Quadrant C Skills Uptake 
Expects 
• Group discussion & involvement 
• To share & express feelings/ideas 
• Kinesthetic, moving around 
• Hands-on learning 
• Personal connection with teacher/group 
• Emotional involvement 
• A user-friendly learning experience 
• Use of all the senses 
Struggles with 
• Too much data and analysis 
• Lack of personal feedback 
• Pure lecture, lack of participation
Quadrant C is personable, 
interactive and care giving 
• Highly participative, oriented to teams and 
communities 
• Concerned about the people and 
comfortable with people 
• Ready to help out of the way and counsel 
others 
• They are usually musical
Quadrant C Behavioural aspects 
• Quadrant - C persons use words like I feel, 
pleasure, crazy, humorous, shouts, touches 
others while talking, please, consider, accept, 
excellent, lovely, beautiful, talks about picnic, 
music 
• Always with people 
• Goes for tours and picnics frequently with family 
and friends
• Creative 
• Innovative 
• Holistic 
• Synthesizing 
• Visionary
YELLOW 
• See the “big picture” 
• Risk-taker 
• Recognize new possibilities 
• Integrate ideas & concepts 
• Bend or challenge 
established policies 
• Problem-solve in intuitive 
ways 
• Use metaphor 
• Originality & imagination 
• Curious & adventurous 
• Design/Artistic 
• Like variety & multi-tasking 
• Envision the future 
• Impulsive & playful
Quadrant D Skills Uptake 
Expects 
• Fun and spontaneity 
• Playful, surprising approaches 
• Pictures, metaphors, overviews 
• Discovery of the content 
• Freedom to explore 
• Quick pace and variety in format 
• Opportunity to experiment 
• New ideas & concepts 
Struggles with 
• Time management and deadlines 
• Administration and details 
• Lack of flexibility
Quadrant D is holistic, risk oriented, 
adventurous, initiative and entrepreneurial 
• Conceptual, imaginative, integrative, adventurous, risk 
oriented, global 
• Talk about possibilities, strategic planning, independent, 
inventive, innovative and does always different 
• Thinks bout the future, open minded and less conservative 
Quadrants C & D are open minded, 
like initiative and are flexible
Quadrant D Behavioural aspects 
• Quadrant D persons while talking ask Why not, 
What if, Try, Novel, etc. 
• Last minute action 
• Procrastinates but completes the tasks 
• Interested in novelty 
• Unplanned
• Being Challenged 
• Analyzing & Diagnosing 
• Logical Processing 
• Finance & Numbers 
• Making Things Work 
• Solving Tough Problems 
• Clarifying Issues 
• Explaining Things 
• Dealing with the Future 
• Seeing the Big Picture 
• Inventing Solutions 
• Developing New Things 
• Providing Vision 
• Taking Risks 
• Integrating Ideas 
• Bringing About Change 
How I Like to Put My WHOLE BRAIN to Work 
• Administering 
• Attending to Detail 
• Being in Control 
• Building Things 
• Establishing Order 
• Timely Implementation 
• Planning Things Out 
• Providing Support 
• Coaching 
• Working with People 
• Communicating 
• Building Relationships 
• Expressing Ideas 
• Teaching/Training 
• Persuading People 
• Being part of a Team
Whole Brain Model Communication Preferences 
BLUE 
• Facts, no Fluff 
• Technical Accuracy 
• Articulated ideas 
• Brief, Clear, Precise 
• Critical Analysis 
• Straight forward 
GREEN 
• Details 
• Thoroughness 
• Rules & Procedures 
• Action Plans 
• Explanations 
• Stay on topic 
YELLOW 
• Metaphors 
• Big Picture Overview 
• Imaginative 
• Conceptual framework 
• Exploration 
• Visual 
RED 
• Feelings & values 
• Open discussion 
• Expression 
• Personal touch 
• Empathy & consideration 
• Stories & examples
“What’s the Theory of the case?” 
• Define goals & objectives 
• Logically solving problems 
• Critical analysis & theory 
• Efficiency, cost & data 
2 
5 
9 
4 
“Challenge the Status Quo” 
• Strategize & visualize the future 
• Risk taking & experimenting 
• Combining & connecting concepts 
• Brainstorming new ideas & solutions 
• Working toward quantifiable outcomes • “Big picture” perspective 
GETTING DOWN BREAKTHROUGH 
TO BUSINESS THINKING 
Team Approaches 
“How can we make this happen?” 
• Attention to detail & procedures 
• Moving from point A to point B 
• Task allocation, organization & planning 
• Follow-up & scheduling with time lines 
• Making sure everything is in order & in 
control 
MOVING TOWARD 
CLOSURE 
“Being part of the team” 
• Mediating & facilitating 
• Sharing, listening & expressing 
• Collaborating & building relationships 
• Intuitive sensing of underlying issues 
• Being sensitive to other people 
KINDLING THE SPIRIT 
OF COMMUNITY
Management Styles 
Blue 
• Authoritative 
• Directive 
• All-business 
• Analytical 
• Factual 
Green 
• Traditional 
• Conservative 
• Organized 
• Accountable 
• Safe-Keeping 
Yellow 
• Adventurous 
• Visionary 
• Entrepreneurial 
• Idealistic 
• Holistic 
Red 
• Team-Oriented 
• Supportive 
• Personable 
• Intuitive 
• Communicator
HBDI - Thinking Style Preferences

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HBDI - Thinking Style Preferences

  • 1. The Andre Delicata http://andredelicata.biz/ Whole Brain Model: Understanding Thinking & Communication Styles
  • 2.
  • 4. The two hemispheres control vastly different aspects of thought and action. Each half has its own specialization and thus its own limitations and advantages.
  • 5. Hemispheric Dominance Left Hemisphere •Speech, Verbal •Logical Mathematical •Linear Detailed •Sequential •Controlled •Intellectual •Dominant •Worldly •Active •Analytical •Reading, Writing •Order Right Hemisphere •Musical •Holistic •Artistic •Symbolic •Spontaneous •Emotional •Intuitive •Creative •Spiritual
  • 6. Quadrants Orientation • Left mode A / B is male oriented • Right mode C / D is female oriented • Cerebral styles A / D prefer for technical and experimental thinking • Limbic styles B /C prefer stability of tradition with a caring responsiveness
  • 7. Male Female Differences Male •Mathematics •Mechanical •Understanding Theories •Probing Questions •Analytical •Linear Reasoning •Problem Solving •Understanding Facts •Task Forces •Creativity based on technical, “thing” orientated. Female •Foreign Languages •Hearing/Listening •Verbal Ability •Intuitive •Evocative Questions •Contextual •Holistic •Problem Understanding •Process Understanding •Creativity based on Intuition & Relationships
  • 8. Physiology Metaphor The Brain The Whole Brain Model The Organizing Principle Application The HBDI A B D C Architecture A B D C
  • 9. The Whole Brain Model 2 5 94
  • 10. The Whole Brain Model • Four quadrant metaphoric model • Preferred modes of thinking, learning and working • Based on brain research • Nature and Nurture • All styles are neutral • We have all the styles • Preferences different from competence • Similarity and complementarity • Organizations need all styles • Understand and value diverse styles
  • 11. Physiology Metaphor The Brain The Whole Brain Model The Organizing Principle Application The HBDI A B D C Architecture A B D C © Herrmann International Group™ 2000-2003
  • 12. The Whole Brain Model Styles at Work Logical Big Picture Rational Creative Organized Interpersonal Planned Feelings
  • 13. What are the Four Brain Quadrants? Analyze Facts, logic, statistics, data Rationale for listening, taking action, making decisions What? Organize Details, arranged systematically (linearly, sequentially) Safety, reliability, history How? Personaliz e Emotional connection between speaker and listener (strong motivational factor) Who? SSttrraatteeggiizzee Big picture, future vision Explores possibilities, sets long-term goals Why?
  • 14. HBDI Authoritarian Materialistic Academic Realistic Reliable Traditional Task-driven Bureaucratic Experimental Futuristic Inventive Flexible Value- Oriented Humanistic Cooperative The Whole Brain Business Book (Ned Herrmann) The Creative Brain (Ned Herrmann)
  • 15. WHOLE BRAIN TEACHING AND LEARNING Logical Rational Quantitative Theoretical UPPER OPEN MINDED FACT-BASED LEFT RIGHT Organized Sequential Procedural Methodical D Visual Conceptual Simultaneous Experimental Emotional Expressive Interpersonal Kinesthetic A FEELING-BASED CONTROLLED LOWER B C Experiential Concrete Intellectual Instinctual Non-Verbal Verbal
  • 16. The A and B quadrants are practical and realistic.
  • 17. 2 59 4 • Logical • Analytical • Linear Thinking • Quantitative • Here-and-Now
  • 18. BLUE • Argue Rationally • Generalize from specifics • Problem-solve logically • Know the bottom line • Critical Analysis • Solve tough problems • Gather facts • Measure precisely • Make things work • Rational, unemotional • Consider financial aspects • Goals & outcomes • Realistic & present-oriented • Efficient
  • 19. Quadrant A Skills Uptake Expects • Precise, to the point, information • Theory & logical rationales • Proof of validity • Research references • Textbook reading • Quantifiable numbers, data sets, problems • Opportunity to ask challenging questions • Subject matter expertise Struggles with • Expressing emotions • Lack of logic • Vague, imprecise concepts or ideas
  • 20. Quadrant A style is typically • Directive in all business • Comfortable with concrete information, like computer programming, Mathematical formulas, Medical terms, Legal briefs and Stock market indexes • Lives in a technical world and likes factual evidence authoritative
  • 21. Quadrant A Behavioural aspects • Quadrant A persons use words like How? Prove it? Must, Typically. Should, explain, Logical, rationally, I think, Quotes statistics and evidences • Interested in purchasing useful objects only, reading business/ technical articles • Do not understand others’ feelings and emotions. Do not like humor
  • 22. • Organized • Sequential • Safe-keeping • Planned • Detailed • Implementer
  • 23. GREEN • A rule and a place for everything • If it ain’t broke, don’t fix it • On time • Action-oriented • Approach problems practically • Stand firm on issues • Maintain standard of consistency • Stable leadership & supervision • Detailed plans & procedures • One thing at a time • Keep financial records straight • Neatness & protocol count • Disciplined & reliable • Order & control
  • 24. Quadrant “B” Skills Uptake Expects • An organized consistent approach • Staying on track, on time • Complete subject chunks • A beginning, middle, and end • Opportunity to practice & evaluate • Practical applications • Examples • Clear instructions/expectations Struggles with • Risk • Ambiguity • Unclear expectations/directions
  • 25. Quadrant B style is typically traditional, conservative and risk avoiding • Highly traditional and conservative • Strive for safety and stability • Resist change. • They like order and work best in an organisation where the lines of authority is clear, • Strictly follows rules
  • 26. Quadrant B Behavioural aspects • Quadrant B persons use words like usually, quoting past incidents, quotes rules and regulations, plan ahead before talking, think and talk about the safety procedures • Completes the work in time, gets irritated for being late • Spends more time in planning, wants everything go in undisturbed smooth fashion • Discourage new ideas and resist change
  • 27. • Interpersonal • Feeling-oriented • Teamwork • Intuition • Communication
  • 28. RED • Attuned to people & group dynamics • Empathetic & nurturing • Experience is reality • Intuitive, understanding • Care about values • Recognize interpersonal difficulties • Helping, coaching, partnering • Participation & collaboration • Expressive, talkative, friendly • Spirituality • Personal growth • Build relationships & teams
  • 29. Quadrant C Skills Uptake Expects • Group discussion & involvement • To share & express feelings/ideas • Kinesthetic, moving around • Hands-on learning • Personal connection with teacher/group • Emotional involvement • A user-friendly learning experience • Use of all the senses Struggles with • Too much data and analysis • Lack of personal feedback • Pure lecture, lack of participation
  • 30. Quadrant C is personable, interactive and care giving • Highly participative, oriented to teams and communities • Concerned about the people and comfortable with people • Ready to help out of the way and counsel others • They are usually musical
  • 31. Quadrant C Behavioural aspects • Quadrant - C persons use words like I feel, pleasure, crazy, humorous, shouts, touches others while talking, please, consider, accept, excellent, lovely, beautiful, talks about picnic, music • Always with people • Goes for tours and picnics frequently with family and friends
  • 32. • Creative • Innovative • Holistic • Synthesizing • Visionary
  • 33. YELLOW • See the “big picture” • Risk-taker • Recognize new possibilities • Integrate ideas & concepts • Bend or challenge established policies • Problem-solve in intuitive ways • Use metaphor • Originality & imagination • Curious & adventurous • Design/Artistic • Like variety & multi-tasking • Envision the future • Impulsive & playful
  • 34. Quadrant D Skills Uptake Expects • Fun and spontaneity • Playful, surprising approaches • Pictures, metaphors, overviews • Discovery of the content • Freedom to explore • Quick pace and variety in format • Opportunity to experiment • New ideas & concepts Struggles with • Time management and deadlines • Administration and details • Lack of flexibility
  • 35. Quadrant D is holistic, risk oriented, adventurous, initiative and entrepreneurial • Conceptual, imaginative, integrative, adventurous, risk oriented, global • Talk about possibilities, strategic planning, independent, inventive, innovative and does always different • Thinks bout the future, open minded and less conservative Quadrants C & D are open minded, like initiative and are flexible
  • 36. Quadrant D Behavioural aspects • Quadrant D persons while talking ask Why not, What if, Try, Novel, etc. • Last minute action • Procrastinates but completes the tasks • Interested in novelty • Unplanned
  • 37. • Being Challenged • Analyzing & Diagnosing • Logical Processing • Finance & Numbers • Making Things Work • Solving Tough Problems • Clarifying Issues • Explaining Things • Dealing with the Future • Seeing the Big Picture • Inventing Solutions • Developing New Things • Providing Vision • Taking Risks • Integrating Ideas • Bringing About Change How I Like to Put My WHOLE BRAIN to Work • Administering • Attending to Detail • Being in Control • Building Things • Establishing Order • Timely Implementation • Planning Things Out • Providing Support • Coaching • Working with People • Communicating • Building Relationships • Expressing Ideas • Teaching/Training • Persuading People • Being part of a Team
  • 38. Whole Brain Model Communication Preferences BLUE • Facts, no Fluff • Technical Accuracy • Articulated ideas • Brief, Clear, Precise • Critical Analysis • Straight forward GREEN • Details • Thoroughness • Rules & Procedures • Action Plans • Explanations • Stay on topic YELLOW • Metaphors • Big Picture Overview • Imaginative • Conceptual framework • Exploration • Visual RED • Feelings & values • Open discussion • Expression • Personal touch • Empathy & consideration • Stories & examples
  • 39. “What’s the Theory of the case?” • Define goals & objectives • Logically solving problems • Critical analysis & theory • Efficiency, cost & data 2 5 9 4 “Challenge the Status Quo” • Strategize & visualize the future • Risk taking & experimenting • Combining & connecting concepts • Brainstorming new ideas & solutions • Working toward quantifiable outcomes • “Big picture” perspective GETTING DOWN BREAKTHROUGH TO BUSINESS THINKING Team Approaches “How can we make this happen?” • Attention to detail & procedures • Moving from point A to point B • Task allocation, organization & planning • Follow-up & scheduling with time lines • Making sure everything is in order & in control MOVING TOWARD CLOSURE “Being part of the team” • Mediating & facilitating • Sharing, listening & expressing • Collaborating & building relationships • Intuitive sensing of underlying issues • Being sensitive to other people KINDLING THE SPIRIT OF COMMUNITY
  • 40. Management Styles Blue • Authoritative • Directive • All-business • Analytical • Factual Green • Traditional • Conservative • Organized • Accountable • Safe-Keeping Yellow • Adventurous • Visionary • Entrepreneurial • Idealistic • Holistic Red • Team-Oriented • Supportive • Personable • Intuitive • Communicator