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More Insights on Communication

If you have been following the blog, you will know how much I think communication plays into the success of supply chain management. A popular model to understand the communication preferences of people is the Insights Discovery® Model. This system has foundations from Carl Jung’s psychological types theory similar to the MBTI model but has more targeted applications for improving communication.


The model categorizes communication preferences into four types, each represented by a different colour. A person may exhibit preferences for more than one type and to varying degrees. Below is a high-level overview of each type. I encourage you to dive deeper into this model to apply insights from the model properly. Surrounded by Idiots: The Four Types of Human Behavior and How to Effectively Communicate with Each in Business (and in Life) by Thomas Erikson is a book that you can read to learn more about applying this model.


Blue – be well prepared and factual when you communicate with a person with a strong Blue preference. They are analytical and like orderliness. Present plenty of information and allow time for reflection.

Red – a person with this preference has a take-charge personality. Be formal and direct when communicating with a person with a Red preference.

Green – people with a Green preference focus on group harmony. They prefer a more personable and informal style of communication. They have a high level of empathy and awareness of others.

Yellow – people with a Yellow preference have high energy and extroversion. They enjoy being social and sharing their ideas.


I've often seen people labour on communication, whether perfecting language, adding more information, or increasing the frequency of contact, but still not connecting well with the intended audience. It is often because they minimized or overlooked the recipients' perspectives and preferences. Depending on a person’s preference, you should customize your communication approach, and then convey the message accordingly. We have all heard of the golden rule (treat others as you would like to be treated), but in communication, you may have to go above and beyond this rule. Suppose you and your intended message recipient are of different communication types. In that case, you have to communicate not as you may like to be communicated to but rather how the recipient would like to be communicated to in order to be an outstanding communicator.

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