The Four

Quadrant Model
of the Brain
Ned Herrmann's Whole Brain Model
The Whole Brain Model

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5
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4
 The Whole Brain Model
Styles at Work
Logical Big Picture
Rational Creative

Organized Interpersonal
Planned Feelings
What are the Four Brain Quadrants?
 HBDI
Authoritarian Experimental
Materialistic Futuristic
Academic Inventive
Realistic Flexible

Reliable
Value-
Traditional
Oriented
Task-driven
Humanistic
Bureaucratic
Cooperative

The Whole Brain Business Book (Ned Herrmann)

The Creative Brain (Ned Herrmann)
 WHOLE BRAIN TEACHING AND LEARNING
Intellectual
A D
Logical Visual
Rational UPPER Conceptual
Quantitative Simultaneous

O
D

PE
SE
Theoretical Experimental

N
A

M
-B

IN
CT

Experiential
FA

ED

Non-Verbal
Concrete

Verbal
LEFT RIGHT

D
CO

SE
N

A
TR

-B
G
O

IN
LL

EL
Organized Emotional

ED

FE
Sequential Expressive
Procedural LOWER Interpersonal
Methodical Kinesthetic

B Instinctual C 6
The A and B quadrants are
practical and realistic.

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59

• Logical
• Analytical
• Linear Thinking
• Quantitative
• Here-and-Now
 BLUE
• Argue Rationally
• Generalize from specifics
• Problem-solve logically
• Know the bottom line
• Critical Analysis
• Solve tough problems
• Gather facts
• Measure precisely
• Make things work
• Rational, unemotional
• Consider financial aspects
• Goals & outcomes
• Realistic & present-oriented
• Efficient
Quadrant A Skills Uptake

Expects
• Precise, to the point, information
• Theory & logical rationales
• Proof of validity
• Research references
• Textbook reading
• Quantifiable numbers, data sets, problems
• Opportunity to ask challenging questions
• Subject matter expertise

Struggles with
• Expressing emotions
• Lack of logic
• Vague, imprecise concepts or ideas
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Quadrant A style is typically
authoritative

• Directive in all business

• Comfortable with concrete information, like
computer programming, Mathematical
formulas, Medical terms, Legal briefs and
Stock market indexes
• Lives in a technical world and likes factual
evidence

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Quadrant A Behavioural aspects

• Quadrant A persons use words like

How? Prove it? Must, Typically. Should,
explain, Logical, rationally, I think, Quotes
statistics and evidences
• Interested in purchasing useful objects only,
reading business/ technical articles
• Do not understand others’ feelings and
emotions. Do not like humor

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• Organized
• Sequential
• Safe-keeping
• Planned
• Detailed
• Implementer
 GREEN
• A rule and a place for • Stable leadership &
everything supervision
• If it ain’t broke, don’t fix it • Detailed plans & procedures
• On time • One thing at a time
• Action-oriented • Keep financial records
• Approach problems straight
practically • Neatness & protocol count
• Stand firm on issues • Disciplined & reliable
• Maintain standard of • Order & control
consistency
Quadrant “B” Skills Uptake
Expects
• An organized consistent approach
• Staying on track, on time
• Complete subject chunks
• A beginning, middle, and end
• Opportunity to practice & evaluate
• Practical applications
• Examples
• Clear instructions/expectations

Struggles with
• Risk
• Ambiguity
• Unclear expectations/directions

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Quadrant B style is typically traditional,
conservative and risk avoiding

• Highly traditional and conservative

• Strive for safety and stability
• Resist change.
• They like order and work best in an
organisation where the lines of authority is
clear,
• Strictly follows rules

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 Quadrant B Behavioural aspects

• Quadrant B persons use words like usually, quoting

past incidents, quotes rules and regulations, plan
ahead before talking, think and talk about the safety
procedures
• Completes the work in time, gets irritated for being
late
• Spends more time in planning, wants everything go
in undisturbed smooth fashion
• Discourage new ideas and resist change

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• Interpersonal
• Feeling-oriented
• Teamwork
• Intuition
• Communication
 RED
• Attuned to people & • Participation & collaboration
group dynamics • Expressive, talkative, friendly
• Empathetic & nurturing • Spirituality
• Experience is reality • Personal growth
• Intuitive, understanding • Build relationships & teams
• Care about values
• Recognize interpersonal
difficulties
• Helping, coaching,
partnering
 Quadrant C Skills Uptake

Expects
• Group discussion & involvement
• To share & express feelings/ideas
• Kinesthetic, moving around
• Hands-on learning
• Personal connection with teacher/group
• Emotional involvement
• A user-friendly learning experience
• Use of all the senses

Struggles with
• Too much data and analysis
• Lack of personal feedback
• Pure lecture, lack of participation
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Quadrant C is personable,
interactive and care giving

• Highly participative, oriented to teams and

communities
• Concerned about the people and comfortable
with people
• Ready to help out of the way and counsel
others
• They are usually musical

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 Quadrant C Behavioural aspects

• Quadrant - C persons use words like I feel,

pleasure, crazy, humorous, shouts, touches
others while talking, please, consider, accept,
excellent, lovely, beautiful, talks about picnic,
music
• Always with people
• Goes for tours and picnics frequently with family
and friends

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• Creative
• Innovative
• Holistic
• Synthesizing
• Visionary
 YELLOW
• See the “big picture”
• Risk-taker
• Recognize new possibilities
• Integrate ideas & concepts
• Bend or challenge
established policies
• Problem-solve in intuitive
ways
• Use metaphor
• Originality & imagination
• Curious & adventurous
• Design/Artistic
• Like variety & multi-tasking
• Envision the future
• Impulsive & playful
Quadrant D Skills Uptake

Expects
• Fun and spontaneity
• Playful, surprising approaches
• Pictures, metaphors, overviews
• Discovery of the content
• Freedom to explore
• Quick pace and variety in format
• Opportunity to experiment
• New ideas & concepts

Struggles with
• Time management and deadlines
• Administration and details
• Lack of flexibility
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Quadrant D is holistic, risk oriented,
adventurous, initiative and entrepreneurial

• Conceptual, imaginative, integrative, adventurous, risk

oriented, global
• Talk about possibilities, strategic planning, independent,
inventive, innovative and does always different
• Thinks bout the future, open minded and less conservative

Quadrants C & D are open minded,

like initiative and are flexible

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 Quadrant D Behavioural aspects

• Quadrant D persons while talking ask Why not,

What if, Try, Novel, etc.
• Last minute action
• Procrastinates but completes the tasks
• Interested in novelty
• Unplanned

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 • Being Challenged • Dealing with the Future
• Analyzing & Diagnosing • Seeing the Big Picture
• Logical Processing • Inventing Solutions
• Finance & Numbers • Developing New Things
• Making Things Work • Providing Vision
• Solving Tough Problems • Taking Risks
• Clarifying Issues • Integrating Ideas
• Explaining Things • Bringing About Change

How I Like to Put My WHOLE BRAIN to Work

• Administering • Coaching
• Attending to Detail • Working with People
• Being in Control • Communicating
• Building Things • Building Relationships
• Establishing Order • Expressing Ideas
• Timely Implementation • Teaching/Training
• Planning Things Out • Persuading People
• Providing Support • Being part of a Team
Whole Brain Model Communication Preferences

BLUE YELLOW
• Facts, no Fluff • Metaphors
• Technical Accuracy • Big Picture Overview
• Articulated ideas • Imaginative
• Brief, Clear, Precise • Conceptual framework
• Critical Analysis • Exploration
• Straight forward • Visual

GREEN RED
• Details • Feelings & values
• Thoroughness • Open discussion
• Rules & Procedures • Expression
• Action Plans • Personal touch
• Explanations • Empathy & consideration
• Stay on topic • Stories & examples
“What’s the Theory of the case?”
2
• Define goals & objectives 5 • Strategize & visualize the future
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• Logically solving problems
4
• Critical analysis & theory
• Efficiency, cost & data
• Working toward quantifiable outcomes
GETTING DOWN
TO BUSINESS
Team Approaches
“How can we make this happen?”
• Attention to detail & procedures
• Moving from point A to point B
• Task allocation, organization & planning
• Follow-up & scheduling with time lines
• Making sure everything is in order & in
control
MOVING TOWARD
CLOSURE
“Challenge the Status Quo”
• Risk taking & experimenting
• Combining & connecting concepts
• Brainstorming new ideas & solutions
• “Big picture” perspective
BREAKTHROUGH
THINKING
“Being part of the team”
• Mediating & facilitating
• Sharing, listening & expressing
• Collaborating & building relationships
• Intuitive sensing of underlying issues
• Being sensitive to other people
KINDLING THE SPIRIT
OF COMMUNITY
 Management Styles
Blue Yellow
• Authoritative • Adventurous
• Directive • Visionary
• All-business • Entrepreneurial
• Analytical • Idealistic
• Factual • Holistic

Green Red
• Traditional • Team-Oriented
• Conservative • Supportive
• Organized • Personable
• Accountable • Intuitive
• Safe-Keeping • Communicator
• We tend to speak the language of
our most preferred quadrant
• This means that other people may
not always understand us
• We tend to listen from our most
preferred quadrant
• This means we may not always
understand others