4. Thinking Styles
About Archive Access
The Archive Access option lets you watch the recorded classes from the last time Indi recorded the course. Typically, this will be the class recordings from the previous year.
Archive Access provides a way for you to experience Indi’s course content on your own schedule, without waiting for the next Live class offering.
- Access to previous course recordings: 6 months
- Answer sheets for self-review of homework
- Downloadable slide decks
- Detailed timestamps of recordings
- Examples, exercises + other materials
- Membership in the Slack community
- Recognition of the difference between concepts at surface vs. depth
- Understanding that concepts at depth represent cognitive empathy (inner thinking, emotional reactions, guiding principles)
- How to conduct listening sessions for data collection
- Writing summaries of concepts at depth using the formula: verb + key point + supporting details
- Watch one of Indi’s latest recorded talks
- Listen to one of the latest Other Recordings
About this course
Thinking styles are deeply-researched, demographics-free mindsets. They are much more reliable and flexible than demographic & psychographic descriptions of sets of people.
Segmenting your audience by demographics invites bias and discrimination.
A well-researched persona is a good tool to guide your strategy and scenario-writing. But often personas are built in a day using quantitative data and invented “decorative” detail. When teams accept the convention of using names, faces, and ages in their personas, it allows cognitive bias to creep in. Demographic assumptions are harmful. This demographic approach to personas ends up as an unusable mashup of target market description and product design guidance. It frequently only addresses the buying behavior. If a set of personas does venture past buying into usage, they usually represent only one philosophical approach to users’ overall purpose. This one philosophical approach is duplicated with different “skins” to show “diversity.”
Thinking styles are a better way to support a broad diversity of people.
Thinking styles represent patterns of inner thinking, emotional reactions, and guiding principles derived from listening sessions. They’re archetypes. You use them in gap analysis to see where your solutions offer weak support for certain thinking styles. You use them for the characters who play roles in an org’s design scenarios: buying, on-boarding, usage, workarounds, retention. With a connection to the inner mindsets people have as they seek to achieve their own purposes, your team will become aware of broader cultures and philosophies. This variety allows your organization to multiply the number of goals and solutions you can seek to support.
You will learn how to:
- Practice the neutral mindset of understanding people as people
- Derive thinking styles from research
- Provide the core concepts at depth that differentiate thinking styles
- Represent complex sets of thinking styles in a way many teams across a large org can easily use
- Convert existing personas to thinking-styles
- Gather core concepts from existing research
- Stop writing repetitive (and useless) scenarios
- Give you org a clear path to address discrimination and support different physiology
Expect homework to take about one hour a week. (Some people invest less time or more time, depending on their context.)
- Homework #1: Choose some transcripts to read, and write a participant sketch for each. Your sketch will take the format of either a paragraph of concepts at depth or a list of concepts at depth.
- Homework #2: Group participants with approaches in common. Annotate this group by merging some common inner thinking & guiding principles. Highlight people by strength of match to the annotation, then make changes if there are weak matches. See if you can make each person belong to a unique group
- Homework #3: Describe each of your thinking style groups using first person, present tense. Decide on a label for each group that the members would be proud to describe themselves as. (Optionally: map our original hypotheses to thinking styles; test out the descriptions with real people.)
*Pricing Level Details
Regular – When your organization will cover the cost, e.g. your boss is paying
Government/Military/Non-profit – When a government, military, or non-profit organization is covering your education cost
Out-of-Pocket – When you will NOT be reimbursed for the cost by anyone; also use this if you are a member of a union and your boss is not paying
Extreme Currency Exchange – Not in the US? When your purchasing power is at an extreme disadvantage with the US dollar, we have much bigger discounts. We want to include folks in Brazil, India, Ukraine, Russia, Malaysia, etc.
Previous Course Participants – For people who have previously purchased access to one of Indi’s courses and want to review the materials.
Q & A
Q: When will the archived course be updated with the newest version of the course?
A: Indi updates the archive after each time she teaches the course. Typically this will be about 8 weeks after the Live course start date.
Q: When is the next Live course start date?
Q: If I have questions about the course content, will Indi answer them for me?
A: While Indi may or may not have time to directly answer your questions, asking a question in the Slack community will give Indi, her team, and many other Slack members a chance to see the question and respond to it.
Q: Does taking the Archive Access course count toward Indi’s Problem Space Certificate Program?
A: No, only taking the Live courses counts toward the certificate.