If you look up “psychography,” you’ll find everything from studying personalities for marketing purposes to channeling the words of spirits through your own writing. I understand that marketers have used the term psychographics for years, along with demographics, etc.

I have brazenly adopted and adapted the word psychographer for the work I do in Four Windows. Psychographics, as seen through Four Windows, is applying the proven research and laws of psychology to real-life interaction – especially to work teams and to the customers they are supposed to serve.

I dream that one day mainstream dictionaries will include the following definition of psychographer: Psychographer. [sai ka’ grə fər] A personality analyst; a psychological advisor specializing in personality typing that enables the understanding of self and others, peak group performance, communication improvement, etc.

This is a science. The applied sciences of the last 50 years have demonstrated that commonly known truths about all people can help an average team move toward excellence. This research especially enables people to communicate respectfully and clearly.

The tools are simple to use. Some people are surprised to find out that formerly complex studies are now straightforwardly understandable tools for just about everybody – from top management types to field people who may not spend much time reading at all. Four Windows is such a set of tools.

More importantly, it turns out everybody can be a functional and successful user of this technology for everyday purposes. Psychography is all about resolving conflict, clearing the air, making friends, relieving stress, and getting on with life and business on smoother roadways instead of barrier-laden dusty paths.

At networking meetings, I’ve had a great deal of trouble trying to come up with an “elevator speech” — that 30-second presentation that hopefully demonstrates what one does in terms of the listener’s own needs. So now, the opening line is, “I’m a psychographer.” You gotta love it.

Here’s the 30-second infomercial: Hi, I’m Jack Dermody and I am a psychographer!! I help you answer questions like, “What do my customers need to hear so they will buy my product?” “How do I hire the right employees and vendors?” “Why can’t my people communicate?” “Why don’t my people understand me?” “How can I get my people to get along?”

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