“It’s so important to understand who you are, and how to

express who you are.” – Ridgely Goldsborough

“I want to remind everybody that a smile is a little curve

that sets many things straight. And if someone needs a

smile, then please give them yours.” -Ridgely Goldsborough

“The best decision is yes, the second-best decision is no, I’m

not the right fit and the worst decision is maybe let me think

about it.” -Ridgely Goldsborough

WebSite: https://www.mindtypes.com/

https://ridgelyspeaks.com

Facebook:  https://www.facebook.com/mindtypes

LinkedIn: www.linkedin.com/in/ridgely-goldsborough-

2b315831

Email: [email protected]

Connect with Barbara Hales:

Twitter:@DrBarbaraHales

Facebook:  facebook.com/theMedicalStrategist

YouTube: TheMedicalStrategist

LinkedIn:  www.linkedin.com/in/barbarahales

Business website: www.TheMedicalStrategist.com

Show website:  www.MarketingTipsForDoctors.coEmail:

Books:

Content Copy Made Easy

14 Tactics to Triple Sales

Power to the Patient: The Medical Strategist

Dr. Barbara Hales:  Welcome to another episode of Marketing

Tips for Doctors. I’m your host, Dr. Barbara Hales.

Today we have Ridgely Goldsborough, an author and international

speaker who ritually believes in solving problems and taking

complex and challenging topics, and making sense out of them. He

started his first business at 16 and since graduated from law school

in 1987. During this time, he’s founded 43 companies.

Ridgely has written 17 books, hosted his own television show, and created

dozens of audio and video programs on success and prosperity. He

is a frequent speaker at top internet marketing conferences and

facilitator and trainer for high-level CEO masterminds.

Ridgely received his BA in Spanish from the University of Virginia,

his JD from Whittier College School of Law, his master’s writing

certificate from UCLA, and is currently enrolled in a master’s

program value-creating education and global citizenship at DePaul

University. He actively practiced law in California for 12 years before

turning his attention to building companies. He does all his work in

English and Spanish when not traveling, leading lives in Florida with

his wife, Kathy.

Ridgely is the founder of mind types, a cutting program based on

limbic messaging and gamification that develops inspired cultures

through playing games. In addition, he is the co-author of wealth

kryptonite, a revolutionary new approach to wealth accumulation

that focuses on the relationship with each individual and their avatar

to money.

Welcome to the show, Ridgely.

Ridgely Goldsborough:  Thank you very much. I’m happy to be here with

you on this fine day.

Dr. Barbara Hales:  Tell me what mind types are all about.

Ridgely Goldsborough:  If you think back to childhood, there was a

time whenever you needed or wanted anything, you would

scream and yell and cry. Mom or dad or caretaker would come

and give you whatever you wanted to get you to be quiet. But then

one day, or generally over a period of time, that caretaker says,

“wait for a second, Barbara, I’m sorry, you don’t get to have all that

you want to be based on shrieking” right? And yet, that didn’t make

your needs and wants to go away.

So you had to take some other kind of action exhibit some other behavior

to get those needs and wants to be met. And when you figured that out, when

crying didn’t work, and you figured out what did work? Does it stand to reason

that you would repeat that behavior on an ongoing basis?

Dr. Barbara Hales: Sure

Ridgely Goldsborough:  In fact, it is keen to survive for an

infant or a toddler. Because milk or no milk is life or death. Comfort,

when you’re scared, is life or death. So when that activity gets

cemented into the brain of a small person, a small toddler, then that

activity will be a driver toward behavior actually for the rest of their

life. It becomes the thing that was so deeply cemented in the

psyche that it’s never going to change. It establishes, in essence,

why you do what you do as your belief system and categorized by

seven different mind types.

There are seven mind types that exhibit the behavior, specific to that mind type

defines why people think the way they think, speak the way they speak, and

do everything they do. And since it’s never going to change, pretty important for

most of us to understand who we are, what we believe, and how behavior

is driven on an ongoing basis.

That’s the Genesis, if you will, of the seven mind types.

Dr. Barbara Hales:  Well of course, people revert back to shrieking

to get their needs as we all know, sometimes, especially on the highway.

Ridgely Goldsborough:  I know right. No Kidding, Sign Language.

Dr. Barbara Hales:  How do we find out which a mind type is?

Can we switch our mind type to enable more people to respond favorably to us?

Ridgely Goldsborough:  Those are two very good questions. So

let’s separate those two. Let’s go with the second question first and

then we’ll talk about how do we establish or how do we figure out

our minds.

One of the things people have a misunderstanding about

is the notion that they will try to speak with their language to their avatar:

“I’m going to figure out who my client is, and I’m going to talk their language.”

If you do that, then by definition, you attract three types of clients, the good, the bad,

and the ugly because you have no control over who’s coming your way.

And if we’re transparent with ourselves, we do not want the bad or the ugly.

We only want the good client, the ones that are an ideal fit for our business, our

service, our product, those who resonate with who we are, get who we are,

and have that compatibility with a based on a shared belief system.

The only way to do that is not to worry about what you think they want to hear,

but rather to express yourself clearly and genuinely;

you offer an opportunity for others out there who hear your

message to say “Wow that’s my kind of person.

That’s what I’ve been looking for. They understand me; they get me;

therefore, let me establish this bond with them,” move in their direction, and

maybe do business together.

It’s not about thinking that you know what they want to hear. It’s

about expressing yourself with such clarity that you can attract like

a magnet those who believe what you believe. Nobody cares about

what you do. Somebody down the street does the same thing.

People only care about why you do what you do. Who are you? What

are you about? What do you stand for? Think about every friend you

have Barbara, every single friend, you do not care what they do,

what they do for a living is irrelevant. Who are they? What do they

mean? How do you relate? Do you resonate with them? Those are

the things that we care about. And we make decisions based on a

feeling. And then we justify the decision in logic. If someone is

speaking to the logical part of the brain, what you’re going to have

is somebody who thinks about it.

If you speak to the decision-making part of the brain, the brain’s

emotional side, then you have people making decisions in your

favor. The best decision is “Yes”, the second-best decision is “No”,

I’m not the right fit and the worst decision is “Maybe let me think

about it”. It just wastes time, waste energy, waste resources, we

don’t want that. We want to be so clear in our communication about

who we are and what we believe that those who resonate with that

message are naturally attracted to us and predisposed to want to do

business with us.

Does that make sense?

Dr. Barbara Hales:  Oh, total sense. And it is so opposite or

contrary to what most people think. Most people have been told

“Listen, don’t talk about yourself. People only really want to hear

what’s in it for them or what you could do for them.” And you’re

saying “No that’s not the situation at all to be effective. You need to

open and be transparent” which of course, everyone wants.

Everybody does want transparency.

Ridgely Goldsborough:  Yeah, and you know what, you can still

make the language customer-centric instead of company-centric. It

just has to be in. For example, we’re looking to establish a business

that is a recurring revenue business of some kind and maybe you

have a belief in lasting relationships. So you state that we believe in

lasting relationships.

Let’s suppose that you, Barbara, also believe in

lasting relationships. You see that message and say, “wow, that

Ridgely guy, he’s my kind of people. I get him, he gets me”.  In

reality, that’s not what’s happening. All it is I am expressing a belief.

It happens to be a shared belief that you also have. Therefore, a

commonality is created between us that feel as though we get each

other.

Even though that’s not exactly what’s happening. It doesn’t

matter because in that effect is that you’re taking a step in my

direction because I have a belief that you share. In other words,

when I state we believe in lasting relationships. I’m inviting you into

that belief you say “Yes, okay, great!” then I can follow that

message up with customer-centric language.

For instance, we believe in lasting relationships. You immediately

internally nod your head because you share that belief. The next

line in my copy could be something like “You deserve to have the

kind of relationship that will last for a long time” In other words, I

can flip the language to be customer-centric once I’ve already got

them on my side because I’ve already induced a “Yes” state.

They’re nodding their head because of the shared belief, which

means that I’m authentic and then I’m making it about them. So I

can do both, as long as I’m transparent about me first, not the other

way around. That makes sense.

Dr. Barbara Hales:  That makes total sense.

Ridgely Goldsborough:  It’s contrary to what most people think, but

it’s so much more effective. It doesn’t matter what business it is.  It

doesn’t matter if you’re nonprofit, if it is a product,  if it’s a service.  It

doesn’t matter.

At the end of the day, People want to know you first.

They’re going to buy you first before they ever buy your product or your service.

And therefore, being able to express yourself to the world is absolutely critical.

Now to your other question, which is how do people find out their

mind type?  It’s largely a process of learning about the mind types.

There are seven of them, and we can go through them and trust

your intuition as to what feels right.

Everybody has a primary mind type, which is your default setting.

Anyone can adopt the characteristics of any of the mind types voluntarily. But when you’re

not paying attention and go back into your default setting of who

you are, you’re always going to revert to your primary mind type.

If you’d like, we can walk through the seven.

Dr. Barbara Hales:  Yeah, I’d love that.

Ridgely Goldsborough:  I’ll give them out quickly, and then we’ll

go one by one with a little more detail.

Number one mind type is the giver, who wants to make a difference

and add value to contribute to others.

Number two is the connector. The connector is all about trust and

bonds, and relationships.

Number three is the problem solver. The person that makes sense

out of things clarifies things, simplifies things.

Number four is the innovator, the innovator always looking for a

a better way to do everything.

Number five is the perfectionist; the people who do things the right

the way is very rigid and systematic about their approach.

Number six is the rebel, the person that challenges the status quo

and thinks outside the box.

Number seven is the master, the Brainiac that always wants to

go deeper.

Let’s back it up. I’m going to share each of the mind types. What is

the mind type? What is the superpower of that mind type? And what

is the kryptonite of that mind type?

The idea about being successful is to maximize your superpower and

minimize your kryptonite, to live a full life. Often, people will recognize their

mind type more from the kryptonite than from the superpower.

So we’ll go through all three of those again, back. Sounds good?

Dr. Barbara Hales: It sounds great. You can just superficially,

see how certain professions would gravitate from certain mindsets.

For instance, if I’m going to be having neurosurgery, I want the perfectionist.

That doesn’t mean I could necessarily live with one.

Ridgely Goldsborough: Exactly right. You wouldn’t necessarily

want to rebel performing surgery on your brain. Exactly,  like “Oh,

I got a new way to do this. I think I’m going to challenge the old

methods of doing brain surgery. Yeah, no, maybe not. Okay, exactly.

So let’s go through them one by one.

Back to number one, the Giver. The Giver is the person that wants

to make a difference to add value to others to have an impact and

all that they do to contribute their superpowers “Causes”.

They’re always involved in causes large and small, from bringing coffee to

the team at the office after COVID to changing the destiny of a nation.

They’re looking to create the greatest value possible with all that they do.

Because of that, their kryptonite is over-commitment.

They have a hard time saying the “NO” word. It does not want to

come out of their mouth because they’re so committed to

contributing to causes on an ongoing basis.

The Giver- it’s very important for the Giver to learn how to discern.

Is this the best use of my time because if they say yes to a little thing, they

jeopardize their ability to use that same amount of resources and effort towards

something they would leverage much better and contribute to a greater good.

Number two, the connector. The connector is the person for whom

bonds and relationships are everything they do; what they say they’re going to do,

they show up when they say they’re going to show up.

Trust is their number one value; it is their superpower, building trust and making

sure that others understand that they’re trustworthy. Because of that, they’re so

committed to demonstrating that, that they’ll do the extra and then a little bit more

after that extra to prove trustworthiness. The problem is that it doesn’t work.

The first extra takes them from being ordinary to extraordinary. I

think we can aspire to that but all the other extras make them nice.

As a result, the kryptonite of the connector is a waste; they waste a lot of time and

resources can sometimes be taken advantage of because they need to prove trustworthiness.

Number three, the problem solver. The problem solver is that person

that takes in lots and lots of data processes. It quickly figures things

out and makes sense of them, simplifies things, clarifies things for

others, and their superpowers “Solutions”. They’re good at coming

up with options, alternatives, and possibilities for others based on

their data. They need that data.

When they don’t get enough data, that’s when their kryptonite kicks in.

And the kryptonite of the problem solver is paralysis. You know when you’re talking to

somebody suddenly they get the dumb look like they’re talking, but

they’re not there. They’re kind of out to lunch. And you know,

they’re alive because they blink a little bit, but they’re not present.

Likely, that is a problem solver in paralysis because they don’t have

enough data.

Number four, the Innovator- the innovator is the person that’s

always looking for a better way to do everything, their superpowers

improvements. They’re asking questions constantly “What about

this? What about that? How about this? How about that? What about

this other thing?”

They are relentlessly asking questions. They have great difficulty ordering food

in restaurants. Have you ever been to a restaurant and somebody is looking at the menu?

They go “Oh, I could have this. But oh, maybe this other thing is better? Oh, no, no,

maybe this other thing is better. Oh, maybe I better check with the

waiter, and they call over the waiter, and they say, “Excuse me,

what’s your favorite thing on the menu?” And the waiter says “Oh

this thing is really good, very, very popular.” And then the innovator

says, “Great!

But could you do it this way, and they try to make it even better” right?

They’re just relentlessly trying to make things better -superpower improvements and the kryptonite, which is almost always the opposite of the superpower, is Change, for

change’s sake. They want to make everything better.

It doesn’t matter how much it costs; it doesn’t matter if it affects morale

doesn’t matter; they just want to make things better. So they’re

relentlessly trying to change everything, which obviously can be problematic.

Number five, the perfectionist-  the person that understands that if

you do a then b, then c, then d, e is predictable. And you can look

into the future you can see what’s going to happen. They love “System” that’s their

superpower. They do things the right way.

They establish order, they eliminate chaos, and they’re always coming back to their

lane which also means that their kryptonite is Rigidity. They’re a little bit my way or the highway. They want to stay in their space. They don’t like any chaos around them

whatsoever. As a result, they’re a little bit rigidity.

Rigidity is the kryptonite of the perfectionist.

Number six, the rebel. The rebel is the person that thinks differently

lives outside the box. These are the people that are challenging everything.

They challenge the status quo. They challenge the norm. They challenge

convention, in fact, the challenge is their superpower.

They’re going to find the new normal. These are the disruptors. As a result of

challenging everything their kryptonite is “Isolation” because if they’re challenging

everybody, we’re going to push them away and say, “Whoa, whoa, whoa, stop!

Stay on your side of the building. I don’t like you challenging me all the time.” Or

often, the rebel will self-isolate because they feel misunderstood.

Lastly, the Master. The Master is the kind of person that is a super Brainiac.

Incredible intellectual capabilities. They always want to go to the next level with

everything in terms of mastering it. Depth is their superpower.

They want to go deeper on any topic. These are the kinds of people who would buy

an ant farm, just to watch the ants and see how it could be that these little creatures are

remarkably productive.

As a result of their huge brainpower, their kryptonite is complexity. Sometimes they overcomplicate things because they see it at a much deeper level than the rest of us. So

when they go to explain something, they’re giving us way more data than we possibly need.

Ridgely Goldsborough:  Once again, very quickly the giver, the

person that wants to contribute, make a difference, and add value.

Superpower “Causes”, Kryptonite is “Over-commitment”.

The connector is the person that bonds and relationships are everything for them.

“Trust” is their superpower. “Waste” is their kryptonite.

The problem solver, the person that makes sense out of things, clarifies and simplifies things. “Solutions” is their superpower. “Paralysis” is their kryptonite.

Number Four is the innovator always looking for a better way.

“Improvements” is their superpower. “Change” for change’s sake is their kryptonite.

Then we have the perfectionist doing things the right way; establishing order.

“Systems” is their superpower. ”Rigidity” is their kryptonite.

Number six is the rebel challenging the norm’s status quo; the convention.

“Challenges” is their superpower and “Isolations” is their kryptonite.

And lastly, the master- “Depth” is their superpower, always looking

to get to the next level and their kryptonite is “Complexity”.

Those are the seven mind types. What I recommend is to trust your

intuition. Your default setting is what’s going to be your primary mind type, your “Y”.

The secondary is generally going to be reflected in how you do what you do and

what you do is going to show up in your tertiary minds.

Dr. Barbara Hales: Well, when you look at these seven types, you

know, you may look at them and go, “yeah, you know what? Does

that sound like me?”

And then you get to the next one, you go “Wow, yeah, that sounds like me.”

And then the next one and say, “yeah, that’s me, too”. Can we be a multitude of types as complex individuals? Or is the one that shines out more and not having

secondary or tertiary types?

No, everybody has a primary and a secondary, and a tertiary.

Let me take some examples; let’s suppose that you are a giver as your primary

mind type and your secondary is a rebel, which will be an interesting combination.

What does that mean? It means that you’re going to contribute, add

value, and make a difference, “Giver” in unique ways “Rebel”.

If you were a giver, and your secondary was a problem solver, you will contribute,

make a difference, add value “Giver”, by making sense out of things for others, and

provide solutions.

If you are a giver and your secondary was an innovator, you would want to create

additional value, make a difference, and contribute to others by finding better

ways of doing things.

So each of them is going to be intermixed, and the possibilities are seven times six

remaining times five, well over 200 potential profiles based on primary, secondary

and tertiary.

However, all of us have a clear primary mind type. It’s the default setting that you

go back to when you’re not thinking about it, when you’re just living your daily

life. I am a problem solver. I’m always going to be a problem solver.

My secondary is a giver. I love to make a difference for others, but

only if it makes sense. If it doesn’t make sense, my primary

“Problem Solver”, I’m not going to give or make a difference or

contribute to others, secondary.

So we each have this complex dynamic that is very, very powerful in terms of

explaining our behavior.

Dr. Barbara Hales: It certainly sounds from your explanation like

it’s built into our DNA. Whether we like it or not, that’s who we are.

Can we then use this information once we’ve identified ourselves to determine what

the most successful partnership would be, what that person should be to compliment us?

Ridgely Goldsborough:  The answer is, yes and it’s a little more complicated than that. Because, when I say I like you, psychologically, what I mean is “I am a lot like you”.

In other words, I understand you, and I get you, and you’re my kind of people at

this; therefore, together, we’re all good.

When I say I don’t like you, I usually don’t understand you. I don’t get where you’re

coming from. Therefore, there’s no commonality. There’s no shared space if you

will.  So are there mind types that are naturally more compatible? 100% there are.

Could noncompatible mind types get along anyway?

Yes, if they fully understand each other.

For instance, imagine a relationship between a Connector that’s all about safety,

and bonds and relationships and a Rebel that’s all about challenging the status quo.

If you think about the connector says, “Oh, I want some more excitement in my life, I need a rebel.”

The rebel says “I want some more security in my life; I need a connector” and they come together.

In the beginning, all is well. And it’s really exciting for each of them because they want a

little bit of what the other has.

However, as we know, leopards do not change their spots. Over time, the rebel will want

to go back to their excitement and away from security. And the connectors want to go away from excitement and back to security.

If ever they don’t know that about each other. That is a train wreck of a relationship

about to happen. However, if they understood that fully about each other, the connector

could say, “Hey, little too much excitement for me today, bucko. I’m not interested in that, backoff,” or the rebel could say “Hey, stop being so fuddy-duddy. Let’s do something a little more.” And they could have an engagement that could be very rich. However, if they don’t

understand each other, that’s just never going to work. Does that make sense?

Dr. Barbara Hales: Totally. I was thinking of business relationships, but I would

assume it’s the same?

Ridgely Goldsborough: 100%. Let’s say it’s an “Innovator” and a “Problem-solver”.

Here’s an interesting combination. So the problem solver does their very best they

provide they make sense of something, simplify it, clarify it, and offer it to the other person.

And the Innovator because they’re always looking for a better way to do things, instead of

acknowledging the problem solver says, “Oh, really well. What about

this? What about that? How about this? How about this other thing?”

It’s just living their superpower of Improvements. The problem solver feels completely invalidated in that moment dislikes the innovator, and does not want to be around

someone who doesn’t appreciate their efforts, scenario number one.

Scenario number two, they understand each other’s mind types. The problem

solver knows that the innovators are always looking for a better way to do things.

Instead of being upset, the problem solver goes to the innovator and says, “Hey, this is

how far I’ve gotten on this. Can you see if you can make it any better?”

Understanding, that’s what the innovator does.

Now, that relationship is super powerful. They play to each other’s strengths instead

of colliding as a result of a lack of understanding of how the dynamic works.

Dr. Barbara Hales: Okay, it’s really very helpful. Is there a

particular exercise that you would recommend for someone to

identify who they really are?

Ridgely Goldsborough: Well, I would send them to my free quiz

and check it out because it’s a lot easier. Go to https://mindtypes.com/quiz/

to take the quiz and figure out your mind type. That’s the easiest way to do for sure.

Dr. Barbara Hales: Well, that sounds very helpful. I understand that you have a

training program that people can apply for. Could you tell us a bit about that?

Ridgely Goldsborough: Yes. So if we go back to the premise we were speaking

about earlier, that people buy you before they buy your product or your service, then for someone to get closer to you, you have to be able to express who you are to the world,

so that you convert more customers into your business, whatever that business

Can we switch our mind type to enable more people to respond favorably to us?

We have a program called the customer conversion formula. And the customer

conversion formula is all about understanding your mind type, why you do what you do, expressing that to the world to become like a giant magnet that attracts ideal clients to the

business. And it’s a whole process.

We have software that we use, where we walk people through a series of modules to

understand how to express why you do what you believe. In so doing, you do

what we’ve been doing today, which is connecting, getting someone

to nod their head yes in your favor inducing a yes state so that someone is much more predisposed to purchase your product or service.

Dr. Barbara Hales: Fantastic. How does one enroll in that program?

Ridgely Goldsborough: The best way to do it because there are lots of options,

is to send an email to [email protected], my team can hook you up we

have some very, capable people that are quite efficient and rapid at providing all the options and setting that up for people.

Dr. Barbara Hales: Okay, excellent. Is there any final advice that you’d like to

give our listeners today?

Ridgely Goldsborough: Yeah, two things. First of all, you are important;

whatever it is that you do matters. Let’s assume that I’m going to leap of faith

that what you do is also very important for you to do more of what you do.

One of the critical things is that you can express yourself with clarity, genuineness, and authenticity to the world. That’s why, it’s important to understand who you are and how

to express who you are. That’s where this work becomes paramount.

And my other sort of Final Thoughts are, it’s a kind of a weird time in the world right now. There are lots of interesting things going on. I want to remind everybody that a smile is a little curve that sets many things straight. And if someone needs a smile, then

please give them yours.

Dr. Barbara Hales:  Fantastic! it has been very delightful speaking with you today.

This is another episode of marketing tips for doctors.

I’m your host, Dr. Barbara hills. And today we have been speaking with Ridgely Goldsborough. Well, thank you so much.

Ridgely Goldsborough:  The pleasure is all mine, Barbara. Thank you!

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