Applying Personality Science to Create Impactful Emails with William Ballance

This is something that we actually figured out on our own, like in our own team. Before we were building Lavender, we were building this communication psychology marketing product that was inspired by the science, and we applied some of that within Lavender to help write better sales emails. But one of the things we looked at was how do we take someone's personality score? And there's a lot of research around that, around how to predict your personality off of online data, which is what we were looking at when we were building that product. But we knew we had to get the personality science into this framework for how decisions are made to have them actually convert and buying. So we built some models to predict the decision making based on the personality science. So there are some things that you can track back. So people who are going to score really high in openness are going to be more likely to score higher in their vision quadrant.