iMA is a framework that identifies four color styles - high blue, high green, high red, and high yellow - based on a person's thinking style and assertiveness. It is designed to maximize connectivity between people by helping them understand different communication styles. The document describes the characteristics of each color style and how iMA can help people identify, modify, and adapt their approach to better connect with others who have different styles. It claims iMA can add value to businesses by helping employees and customers feel more connected and supported.