Recently, Petra Coach presented a webinar, Amplifi: Identifying and Magnifying Your Defining Features with David Rendall.

You can find the full recording below.

For more information on taking your Amplifi Assessment – email David at

Top Takeaways

The title, Amplifi, comes from the idea that we live in a world that sees “getting better” as moderation, reduction or elimination of who you are. What David is encouraging people to do is to go in the opposite direction. He believes that the amplification of who we are is where we find success.

Where did the moderation, reduction and elimination mentality come from? A misunderstanding of how personality works.

1. Behavioral vs. Preferential

It’s not what you can do or how you are capable of behaving, it’s what you want to do, in action. If you were in complete control and no one were pressuring you, what would you choose to do?

2. Environmental vs. Biological

Example: Two siblings are from the same family who did not have a lot of money growing up. One is now extremely frugal to avoid ever living like that again, and the other spends too much on lavish items to live differently than they had to before. Both blame the same environment for different results.

Example 2: Two relatives come from the same big, loud family. One is now an extrovert, saying they learned it from their family situation. The other is an introvert saying that, because of the situation, they learned to value alone time. Both reference the same environment for different results.

The environment does not cause the personality, it just reveals your innate personality.

3. Ability vs. Energy

Similar to #1, when you do a certain type of task (i.e. detail-oriented spreadsheets), does it build you up or empty you out? When we do things that are consistent with our personality, our energy and confidence increase. It’s not about what you can do, it’s about how you feel when you do it.

4. Dependent vs. Transcendent

Your personality is not dependent on situations. A lot of people say they have a work personality and a home personality – that’s not how that works. You have one personality. You may behave differently in different scenarios, but that’s not your personality – that is your personality transcending your environment.

Example: If you’re a planner and that’s your personality, you will find yourself planning things at work (events, calendar management, etc.) and at home (meals, vacations, etc.)

5. Changeable vs. Stable

People can change their behavior based on their circumstances, but you cannot change your personality. Ending a restricting situation (i.e. retiring, divorce, etc.) can cause “personality changes,” but really the individual’s preferences are just coming out more than they felt they could in those controlled situations.

The problem with assessments today: we get the results and immediately start trying to change ourselves. We think some personalities are “better” than others, when in reality they are neutral.

We encourage people to stretch, flex, be different than they are, when you need to think of who you are as a rubber band. People start pulling you and pulling you, and they think they’re stretching and changing you, but 1 of 2 things can happen:

  1. It can snap back, and it’ll go past even farther than it was before.
  2. We break. In an effort to change people’s personalities or act in ways different than they are, we are damaging them.

Don’t Change. Accept.

David studied counseling psychology – how to get people to change when they want to, whih really is the ideal situation you would think. But he learned, people don’t change that much.

Success and happiness come from accepting who we are and living a life that’s consistent with that, instead of wishing we were something else.

Find situations that reward you for who you are. Don’t go after dreams that don’t align with who you are.

Don’t Criticize. Appreciate.

There’s a fairly new idea in psychology about dandelions vs. orchids. Dandelions will grow anywhere, in any harsh environments, they are resilient, they are abundant, but no one values a dandelion. Orchids are very difficult to grow, need perfect conditions, intricate care, they have weaknesses and struggles, but they also have tremendous potential – and they are incredibly valuable. But we treat people the inverse way.

Metamorphosis: Caterpillars turn into a butterfly. But they don’t turn in to a bear or a deer or a dog – they change into what they’re biologically programed to. It’s a transition really, not a metamorphosis.

Don’t Control. Amplifi.

Pavarotti was asked how he is so discipled, and he said it’s not disciple – its devotion. He WANTED to practice and hone his craft, which is why he did those things and he thrived.

It’s not true that you can’t be comfortable and growing at the same time.

Sample Assessment Report:

Don’t Conform. Align.

Bloom where you’re planted – let’s debunk this. Stay away from situations that require you to be something that you’re not.

Addicts are still who they are, and can even be more extreme, they just choose to channel the obsession to a healthier activity. Henry Ward conquered his addiction to alcohol by becoming addicted to long distance running. He didn’t need to dial it back or turn it off, he had to find an environment where his obsession thrived.

One of the things Amplifi is about is practical use of time, energy, and resources. Steward those resources and use them in the way that will have the greatest impact.

Don’t Confront. Avoid.

So many people want to “avoid” or overcome procrastination. Pay attention to what you’re procrastinating on, because that’s a big red flag that an activity is not aligning with your personality, strengths, and energy. This isn’t where you’re going to have the biggest impact.

They did an experiment with two groups of kids and taught them a speed-reading course. Group A was a group of not very good readers – about 100 words per minute – and they increased to about 150 words/min – a 50% increase.

The other group was good readers who could do about 300 words per minute. They increased to 3000 words/min – a 1000% increase.

Do you want to get 50% better or 1000% better?

Incremental growth or exponential growth? When we build on our strength and the core of who we are, we see exponential growth.

Example: Clayton Culshaw got $30M for one year as the pitcher of the LA Dodgers. The min wage is 500,000. He made 60x more than the lowest paid player in baseball. Was he 60% better? No – he was good, and then pushed himself to be a little better, and the reward was exponential.

Don’t change yourself. Change the situation to where your strengths are valued and amplified.

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