This document discusses three types of thinking: future thinking, past thinking, and present thinking. Future thinking involves imagining possibilities, past thinking involves recalling experiences to learn from them, and present thinking involves developing strategies for managing the present. While humans can conceive of all three types of thinking, individuals differ in how much they utilize each, which is referred to as their "mindtime thinking style." The document then provides more details about each type of thinking, including how they relate to perception, motivation, behavior, and potential resistances to environments that don't align with that style of thinking.

1. © 1997-2011 MindTime, Inc.

2. As a species we have
evolved our ability to:
POSSIBILITY
imagine future
possibilities and
outcomes,
CERTAINTY
recall past experiences
and learn from them,
PROBABILITY
and develop strategies
for managing things in
the present.
These are the three most
fundamental thoughts
humans can conceive of.

3. Although human cognition includes all three forces of thinking,
individuals differ in the degree to which they utilize each.
This is a person’s mindtime thinking style.
Perception
Motivation
Behavior
PROBABILITY

4. THE FORCE OF POSSIBILITY: FUTURE THINKING
Future thinking is the capacity in humans to see infinite potential in the relationships between all things. There
is possibility for growth in all relationships. Future mind simply resonates with those possibilities. Future mind
seeks to expand our world by using each new idea as a jumping-off point for the next. It stretches our sense of
reality by being consciously aware of the inherent opportunity in everything it sees. Hope is the culture of
Future mind. This culture gives rise to flexibility, spontaneity, inspiration, conception, originality, enthusiasm
and vision. Future mind pushes the limits; it asks “what if;” it is open-ended and embraces change; it chafes
when confined. A low intensity in a person's Future thinking perspective creates a possibly unconscious
resistance toward environments, ideologies and practices that support the pursuit of possibility.
PERCEPTION MOTIVATION BEHAVIOR
AWARENESS What could it do for me? ACTION
Ambiguity Aspiration Brainstorm
Hope Unique Chaotic
Ingenuity Innovative Enthusiastic
Intuition Ideas Impulsive
Possibility Opportunity Ideate
Vision Options Optimistic
Design Risk Proactive
Inspiration Imagination Fickle
Individualistic Change Spontaneous
Inventive Open-Ended Persuade

5. THE FORCE OF CERTAINTY: PAST THINKING
Past thinking is the capacity in humans to find meaning in the relationships between things. All things can
be understood by their relationships to other things. Past mind interprets those relationships through its
conscious awareness of deeper meaning in the connections that things exhibit. Past mind creates certainty
by building its facts one on top of another. This requires the utmost care and unerring accuracy, however
measured, to do correctly. Past mind reflects on experience and considers logic to weigh evidence and
confirm our understanding of what is real. Truth is the culture of Past mind. This culture gives rise to
knowledge, reason, authenticity, proof, caution, patience and trust. Past mind strives to evaluate and
validate; it judges credibility. A low intensity in a person's Past thinking perspective creates a possibly
unconscious resistance toward environments, ideologies and practices that support the pursuit of certainty.
PERCEPTION MOTIVATION BEHAVIOR
AWARENESS What do I know about it? ACTION
Cautious Credibility Analyze
Independent Reliability Contemplate
Informed Detail Evaluate
Obsessive Evidence Investigate
Skeptical Information Judge
Prudence Insight Reflect
Rational Knowledge Ruminate
Meaning Quality Understand
Certainty Authority Validate
Authenticity Security Selective
Truth Proof Studious

6. THE FORCE OF PROBABLITY: PRESENT THINKING
Present thinking is the capacity in humans to appreciate that maintaining continuity is essential
to life. To protect against entropy Present mind acts to control how things actually flow together in time
and space. It is consciously aware of which systems are most crucial to maintaining equilibrium, and what
steps are required to keep them functioning. When processes break down, Present mind works to
restore balance by integrating change. Harmony is the culture of Present mind. Bringing order to chaos
requires vigilance, preparation, planning, and organization aimed at producing stability. Present mind
pays attention to its surroundings; it structures its environment; it executes plans of action to achieve its
goals. A low intensity in a person's Present thinking perspective creates a possibly unconscious resistance
toward environments, ideologies and practices that support the pursuit of continuity.
PERCEPTION MOTIVATION BEHAVIOR
AWARENESS How can it help me? ACTION
Conscientious Reliability Methodical
Practical Actionable Complete
Realistic Balance Tribal
Assurance Commitment Execute
Probability Order Implement
Stability Pertinence Integrate
Control Predictability Monitor
Harmony Continuity Organize
Structured Popularity Plan
Efficiency Utility Compare

7. THINKING STYLE RESISTANCES
Future Thinking Present Thinking Past Thinking
Resistances Resistances Resistances
• Fear change • Struggle making / sticking to plans • No patience to proceed with caution
• Avoid new and untried • Difficulty with follow-through • Unaware of implications of their actions
• Uncomfortable with ambiguity • Trouble completing tasks • Not convinced by raw data
• Neither spontaneous nor impulsive • Difficulty staying in touch with people • Fail to look before they leap
• Inflexible ideologies and methodologies • Don't see rules and boundaries of others • Take more risks
• Difficulty brainstorming new ideas • Often ignore regulations • Uninformed of the facts of the matter
• Cannot make decisions based on intuition • Uncomfortable with rigidity • Not concerned with accuracy
• Not motivated by unproven potential • Tend to be disorganized • Lack reflection before making decisions
• Find it difficult to ad lib • Do not keep things up to date • No patience for minutiae
• Do not leave their options open • Dislike being controlled • Difficulty making impartial decisions
• Fail to make goals and hold themselves based on facts
accountable to them

8. THE FRAMEWORK OF HUMAN THINKING
How can it help me?
Practical Tribal
Organized Mass Appeal
Compares Features Thinks Actionably
Plans Purchases Follows Trends
The Force of Probability :
Informed Aspirational
Present Thinking
Quality Driven Opportunistic
Specifications
Early Adopter
Avoids Risk
Fickle
The Force of Certainty : The Force of Possibility :
Past Thinking Future Thinking
Needs Authority Rational Thinks Quickly Impulsive
What do I know about it? What could it do for me?
Price Conscious Individualistic
Needs Credibility Last Minute

9. All human interaction is dependent on their relationship with the subject.
The MindTime Framework is the lens which brings that relationship into focus.
By understanding the cognitive drivers of Perception, Motivation, and Behavior,
insight into all other steps of the Relationship Funnel immediately become revealed!

10. We provide the technology that empowers you to understand
the most important drivers of human thinking.
PERCEPTION MOTIVATION BEHAVIOR
Our first product, SmartSlices, allows you to identify
the thinking styles of your audiences.

11. Present Thinking
PROBABILITIES We deliver a set of unique
coordinates that reveal
fundamental predictors of
human behavior.
Thinking Style
Coordinate: These numbers are scientifically
522/415/377 } validated coordinates that
identifies how a person uses
each force of thinking.
Past Thinking Future Thinking
CERTAINTIES POSSIBILITIES

12. 1) We integrate our 9 self-described
statements into an existing survey
mechanism through an iFrame.
9 statements to identify an
individual’s thinking style.
EMBEDDED IFRAME
2) Responses are processed
through our system and 487/398/532
coordinates identify your
audience’s thinking style.
THINKING STYLE
COORDINATE:
487/398/532
3) Results are passed back into
your analytics system through a
custom API to allow for data
analysis and correlation. Your Results

13. SmartSlicing identifies your audience’s thinking styles and provides a form of
segmentation on which you can build a framework of understanding that can be
correlated with a multitude of other data sets for building highly robust personas.

14. Brand Sentiment Analysis
Case Study

15. Brands Represented in Study THE CHALLENGE
A major brand research community
provider asked us to help them test
whether people’s perceptions and thoughts
had an effect on the sentiments they
expressed about various brands.
At the core of this study, there were two
primary questions to be addressed:
1. Does a person’s thinking style significantly
drive their sentiments on a given brand?
2. Is it possible to identify the fundamental
values of people who most resonate with a
given brand?

16. ASSESSMENT
Present o 255 people were surveyed and mapped within our
framework of human thinking.
o All participants were asked to respond with a
favorability rating for each brand on a scale from
1 – 5 (1 being least and 5 being most favored).
o Gender, age, and race were known data points
about this community and were provided to us
for the analysis.
COMPOSITION AND SENTIMENT ANALYSIS
o A series of standard statistical techniques (ANOVA,
regression, variance, etc.) were used for analysis.
o It was noted that there were not enough
Past Future respondents in the sample to be able to
Map of Survey Respondents consistently show statistical significance in all
demographic segments.

17. KEY FINDINGS
Volkswagen data used for example purposes Across a variety of brands, thinking style was found
to have a statistically significant impact on people’s
ratings of brands. In this excerpted example we can
Favorability by Thinking Style see that Future/Present people rated the brand
most favorably, and Past thinkers least favorably.
 Extroverted, positive, organized, deliberate,
liberal, social, energetic, inventive people liked
VW. They were Future/Present thinkers.
 Introverted, studious, bookish, informed,
analytical, risk adverse, knowledgeable,
detailed people were less sold; Past thinkers.

18. KEY FINDINGS (cont.)
Females
Males
 Where men exhibit higher favorability
ratings than women, the influence of –
image, novelty, fun, hip, extraversion,
trend setting, speedy – is the strongest.
 Where women exhibit higher favorability
ratings than men, the influence of –
practical, affordable, recommended by
other consumers, well-built (German),
trendy, social, “right” – is strongest.

19. KEY FINDINGS (cont.)
This chart shows the amount of variance in
favorability among respondents that can be
explained by thinking profile data over and above
the influence of all other demographic factors.
 We know from other studies that opinions,
beliefs, attitudes, and values are also driven
by these same influences.
If we are seeing this amount of variance in
sentiment data, we can reasonably speculate that
thinking style is having a large impact on all other
aspects of brand messaging.

20. Web Traffic Analysis
Case Study

21. Who are all of these people really?
Is there not a better way to understand why they do what they do on web sites?
Hundreds of millions of dollars are spent developing sophisticated Web environments with only
the most primitive models of human behavior being used to understand the users they serve.
When we correlate thinking style with web site activity, we see that there is a clear difference between
thinking style and page visits, time on site, and bounce rate. Additionally, given the nature of our
business, we can see how we have a much higher concentration of Future and Future/Present thinkers.
These results are very encouraging and demonstrate that we can now provide a new predictive and
relational analytic capability for building better web experiences for users.

22. To learn more about how you can integrate SmartSlices to
satisfy your specific needs, please contact:
Jason Burnham
(917) 686-4816
jason@mindtimetech.com
We look forward to working with you!