Sam Parr breaks down how Myers-Briggs Type Indicator made $20 million. The test costs $30 per person, but certified practitioners pay $1,500-$2,000 for the credential. About 5,000 new practitioners enroll yearly, generating $8-$10 million in certification fees alone. 89 Fortune 100 companies and 200 federal agencies use it.
The Myers-Briggs test. To take the test is somewhere between $15 and $40. So everybody who takes the test, you get on average $30 from them. But then you can't just take the test. It has to be given to you by a practitioner. Well, the practitioners have to pay $2,000 to become a certified practitioner. That's the only way you could take this test. Last year they enrolled 5,000 practitioners who each paid $1,500 to $2,000 each. $8 to $10 million in revenue off of just the practitioners. And then each of the practitioners then distributes the test and they get paid by distributing the test. The practitioner makes $30 a test and then the extra royalty, the extra $10 on top goes back to the publisher. This thing, they don't know the revenue because it's still private since the '80s, and they once said their number was over $20 million in revenue. I suspect it's higher than that. There's been millions of people who've taken this test, and Myers-Briggs, that's their cash cow. That is insane, dude. It's used by the government. 200 federal agencies use this. The EPA itself, they use it on a quarter of their 20,000 employees. 89 of the Fortune 100 use this test.
