This is me. So far.

What I’ve done is at the top. What I believe is in the middle. What my profiles say about me is at the bottom.

Who I am… I’m still, always, working to figure that out.

“I haven’t met anyone who can express thought the way that Ben does. It’s like he sees and experiences things on a different level. His emotional intelligence is fascinating to me.”

– AD

visionary strategic leadership

“Asking Ben to work with me proved wise in a few ways. Ben’s natural empathy allowed him to see my strengths and weaknesses clearly from the beginning and he quickly built in mechanisms in our time together to help me focus on strengthening the weak points without shattering my ‘fragile’ ego.

His relaxed manner belies the intensity behind the way he works, gently pushing me to seek my boundaries and to push beyond them, he never once ‘cracked a whip’, yet I found myself working harder than ever before.

Ben’s sensitivity to the nature of the project allowed us to set goals from the beginning and even as I wavered from time to time, he never let us lose sight of them. Ben created the space around my work to allow room for it to grow, and to be perfectly honest, grow into something much bigger than I could have imagined in the beginning.

As a mentor, as a coach, I could not have asked for a better person than Ben. His non-judgmental character, his commitment to vision, his empathy and sensitivity to the goals and needs of others made the work exciting and fulfilling. I would without a shadow of a doubt work with him on my next project.”

– LF

I have served in executive capacities in a number of organizations; public and private, large and small. I have expertise in business development, finance, marketing, manufacturing, software, entrepreneurship, coaching, community development, communications, education, and the arts.

I have managed projects and companies with large teams of people working towards seemingly insurmountable goals.

I have tried, and failed. I have tried, and won. I have seen the best and worst of people in their many different capacities. I am calm, capable, comfortable, and have the ability to maintain quality working relationships with all kinds of people, under adverse conditions.

I am patient, kind, and considerate of others. One of my greatest strengths is the well-honed ability to genuinely listen to, and understand, another point of view.

My core expertise is in discovering and clarifying opportunity. Offering real, practical structure and methodology to achieve successful outcomes.

I have a unique skill set in contributing to ensuring progressive and functional working groups. I have the skill and ability to create trust, calm, and focus in building strategy, planning and execution of goals.

I am constantly expanding my learning capacity by being a diverse and voracious reader. And by building on my background in psychology and human interaction with new educational opportunities as often as possible.

This includes completing the Ryerson University course Entrepreneurial Mentoring and in 2018 going back to school at Thompson Rivers University to pursue my B.Comm, Leadership degree, with the intent to complete my Masters.

In 2016 I went through a major life shift and became a single father of four children. The first year I spent completely focused on them, and adjusting to our new paradigm, looking for more opportunities to create potential, and find better ways to fit work around my commitment to my kids.

Now, with my bright, brilliant, beautiful partner, and six kids, I get to choose to work too much on the things that drive me. And choose to not work at all when I want to hang out, visit, and play.

My best asset in any venture, project, or task is that I have been on both sides of the desk. I have been the one doing everything I can to try and bring an idea to life. And I’ve been the one carefully assessing the viability and truth of whether or not an idea is worthy of investment. In both of these positions I have learned through success, and failure.

I offer a fresh perspective, a strong outlook for the future, and a proven approach to collaborative work that delivers results.

I was raised on a 5th generation cattle ranch. Our family has been there since the late 1800’s. All I ever wanted to do was raise cows, ride horses, and live in the hills.

I was accepted to the University of Saskatchewan at age 13 to study music.

I started my first business at 15.

By 17 I was touring full time, traveling the world playing music. I toured, did studio work, and made records into my mid-30’s.

Through this time, I had always been working on small businesses. When I was tired of being on the road, I decided to go into money management.

By age 28 I was a financial advisor, licensed for insurance and investment sponsored by Equitable Life. I was soon a Managing Broker with Transamerica Life, and running an independent financial services firm.

I went into a partnership with a former exec from a major Canadian oil company and did a lot of work in the Middle East, with several ME ambassadors to Canada, and served a number of projects with the Canada-Arab business council.

When I had achieved my goals in the financial service world, I wanted to get into something more exciting. I built up a couple of businesses and got into consulting and startups.

I went into partnership with a woman that had her own companies, money, and deep political connections.

We started a private consulting firm, bought and sold businesses, pursued as many startups as we could create or find (which is what I loved the most, taking something from an idea to an operating business), and did many jumpstarts and turnarounds.

It was some of the most intense times of my life. The most challenging, and the most lucrative. We did energy, software and tech, agriculture, industrial, and pretty much anything that was interesting to us.

Through a unique find, our core operation became centred around oil sands production and remediation. We worked closely with COSIA (Canadian Oil Sands Innovation Alliance), and their members.

We eventually built up a portfolio of more than a hundred projects around the world, including green energy through algae, wineries in Chile, transportation barges in Germany, soil and water remediation in China, and Jatropha plantations in Kenya.

I have had the opportunity to take sales training in many of my roles, but was served most in this area by an intensive year, designing comprehensive sales structures for a startup. The best of my skill set comes from this experience learning from a group that served Cirque du Soleil, The Calgary Flames, RBC Royal Bank, The Brick, and more; described as a proprietary sales approach with flexibility, attention to detail, and an entrepreneurial style.

During this time, I worked on dozens of software and web-based startups, some of which still thrive today.

The consulting firm failed spectacularly. That is a much longer story, but the resulting fallout wiped out ten years of work, all the money, and created some exceptional learning opportunities.

When my family moved to BC and settled in the Okanagan I was invited into a local business, and spent three years in executive training, coaching, and management consulting. This work included projects for small businesses, and major clients like the RCMP, the BC Forestry Association, as well as private wealth and performance coaching.

The Forestry project was a three-month discovery process with their member companies, to uncover weaknesses in their training, design programs to improve them, and create strategic implementation processes.

I made the presentation at their annual conference comprising key findings, introduction of concepts to a range of skill and understanding, and practical tools each could take back to their teams.

I was considered for an Advisory Board position with COEDC in Kelowna and was active in the Accelerate Okanagan community.

I am a former Notary Public and Commissioner for Oaths.

I have been a Mentor with Futurpreneur Canada for nearly 10 years.

I was a 2010 finalist for Saskatchewan Young Entrepreneur of the Year.

I have training in Transactional Analysis Psychotherapy (with a focus on organizational behavioural modelling), business related psychometric analysis and tactical management (MyersBriggs, DiSC, StrengthsFinder, Lean, etc.) as well as other human related modalities such as Touch for Health, Therapeutic Touch, Reiki, and courses in human behaviour, psychology, and relationship.

I am a competent photographer, and have done commercial and gallery work. I have a keen interest in UX, branding and design. My favourite aspect of startups has always been conceptualizing and implementing logos and corporate identity. Some of my designs are still in use, even with company owners changing hands multiple times.

I am the Regional Leader, British Columbia – sharing the story, and building community, for the Brave browser and Basic Attention Token in Canada.

My most recent work was finance and project management for a commercial and industrial construction company, focused on large scale projects in solar, wind, soil/water remediation, and community infrastructure.

I now do project management and business development for a Passive House design/build firm based in BC. Heyde Haus is a vertically integrated manufacturer of certified high performance building envelopes, for net-zero and passive homes. We build homes that represent our passion for energy-efficiency, sustainability, and design.

My core practice is

I was an accomplished studio, stage and touring musician.

I was a producer, recording and live sound engineer, manager, label owner, songwriter, and performer.

I was a two-time Saskatchewan Grand Fiddling Champion, a perennial invitational competitor to the Canadian Grand Masters Fiddling Championships, and a multiple SCMA and BCCMA Nominee for Producer, Fiddle Player, and Specialty Instrument of the Year.

I have done voice over and professional sound design for tv and commercial work in the US.

I am an accredited FACTOR Juror.

I was an inaugural recipient of the Lieutenant-Governor’s Celebration of the Arts Pin, in recognition of a significant contribution to the arts in Saskatchewan.

From the woods to the world.
From the deep mountain valleys of the north Okanagan comes the rhythmic chunk of a mandolin, riding the percussive rush of a ringing acoustic guitar. With the crisp, driving melody of his fiddle roaring across the bedrock, Ben is cutting new channels through the granite of modern traditional music.

“…music flows from this man with the imperative of water finding gravity. There’s no containing it. And it flows with the clarity of the freshest spring.”

“…an easy, natural dexterity, and sophisticated musical talent.”

“…one of Canada’s most talented Western musicians.”

“…plays with a stirring gentleness.”

“…liquid licks.”

“…his velvety voice is a balm to the thirsty ear.”

“…insightfully gifted music, and plays for the heart.”

I am a driven, dynamic leader. I am a seasoned strategic professional, drawing from a unique and varied career to provide expertise in revenue generation, market expansion, operational restructuring, cultural change and transforming challenges into opportunities.

As a business owner, manager, financial advisor, analyst, employer, developer, board member, community member, moderator and business consultant I have learned and developed the skills and knowledge to be comfortable, effective, and confident in my role.

I am committed to the growth and improvement of my community through support and action, to the continued strength of business in Canada and to the pursuit of excellence in my personal life and professional practice.

I believe in the constant pursuit of knowledge, change as an individual and increasing my awareness of the world and the people I interact with.

I provide strategic performance coaching, business counselling, and direct consultation.

I can offer guidance and expertise for start-ups, transitions, succession, finance, project management, business development, strategy, and planning based on the proprietary AIR System of Assessment, Integration, and Reinforcement.

I have experience in, and access to, a number of unique and practical business modalities.

I create opportunity.

I create opportunity by helping people turn ideas into real things.

I help people to recognize opportunity and give them the tools to seize it.

I’ve learned the hard way and want to show people how to avoid the mistakes I’ve made.

There are better, easier, faster ways to get things done.

I am genuinely fascinated by the details of people, what they do, how they do it, and WHY they do it.

I know what it takes to achieve mastery. And to do it again. And again.

I know how it feels to be happy.

I know how it feels to know despair.

I know what it’s like to have everything, and lose it.

I know what it’s like to lose everything, and learn.

I know what it’s like to survive.

And I know what it’s like to thrive.


Implement and Adapt
Do it, see what works, change what doesn’t. Do it again.

Least Effort
Don’t work the hardest. Seek the shortest path to the result you want.

Start with Why
Simon Sinek said it best. If you don’t know why you do it, no one else will.

This book was an absolute game changer for me. It fundamentally changed my approach to business and life.

Results Only
I’m not here to put in time, I’m here to get the job done.

Get Shit Done
That’s it. Get Shit Done.

Dream. Plan. Do.
Having the best plan in the world means nothing if you don’t follow it. Thanks Kim.

Failure is Necessary
If you have never failed, you haven’t risked enough.

Know when to Quit
Quitting is not giving up. It’s knowing when to retreat, regroup, and begin again with a lesson in hand.

Agile Development
Release – Revise – Release – Revise.
Let your consumer inform your direction.

Minimum Viable Product
What is the least amount of energy that can be spent to get a product or concept out in the world?

What is the least amount of money that needs to be spent to prove a product?

20% time
Take one day every week, and focus on something that you are interested in, that isn’t related to your everyday tasks. Spend it staring out the window. Spend it helping someone else craft their ideas.

4-hour work week
Love the work you do. Consciously craft your life.

6 and 1
Work 6 weeks – Take 1 week off. And make it truly a week of rest. No email, no phone, no stress. (I haven’t achieved this one yet, but I will.)

Live Anywhere
Craft your life so that you are not tied to place.

Be mobile.

People are not motivated by money, but by autonomy and purpose.

Holy Hour
Take an hour every day to work on yourself. Walk, read, think, improve your body and your mind. Dedicate this time to making yourself better.

Circle of Genius
Surround yourself with people that elevate your mind, spirit, and energy. Connect with people that are better than you. Spend your time with the people that challenge you to grow, to change, and to improve. Look around you… the people that you have coffee with are the person you will be in 5 years.

Connect to the world. You are connected to the earth and need to be physically hooked in every day.

Fuel your body with the best you can. Your health will determine your ability to compete, deliver, and sustain.

Good Business
You can get to the top, without stepping on the people you pass on the way up. Csikszentmihalyi!

Be a mentor, get a mentor. You’ll learn from both.

Never give up. Never give up. Never. Give. Up.

Some of my past volunteer contributions in an advisory or board position include:

Thundering Hills Loans Co-operative Ltd. – President
Maple Creek Chamber of Commerce – President
Camp Shagabec, United Church Summer Camp– Director
Cowtown Pro Rodeo – Director
Southwest Enterprise Region – Strategic Teams – Finance & Investment
Southwest Enterprise Region – Investment Confidence Advisory Team, Finance Network Advisory Team
Enterprise Saskatchewan – Pipeline Champion
Saskatchewan Young Professionals and Entrepreneurs – Provincial Executive – Director
Saskatchewan Young Professionals and Entrepreneurs, Southwest Chapter – President, Founder
Canadian Youth Business Foundation – Mentor
Saskatchewan Country Music Association – Provincial Executive
Southwest Saskatchewan Oldtimer’s Museum – Director
Canadian Lacrosse Association – Certified Level 1 National Official
Smartphones for Global Literacy

I am a Master Mason and was the youngest Worshipful Master of one of the oldest Lodges in western Canada. I have been privileged to serve in many capacities of concordant Lodges.

Ben Beveridge – Gallup Strengths Finder Report
Futuristic, Learner, Strategic, Input, Individualization

Because of your strengths, you envision what you can accomplish tomorrow, next week, next month, next year, or in the coming decades. Your goals and aspirations motivate you to keep moving forward. The tension you feel when a deadline is fast approaching forces you to concentrate on the right activities, discard irrelevant information, and not waste time on intriguing distractions.

Your one aim is to reach your objectives. Instinctively, you take advantage of every opportunity to describe to others all the amazing things you see happening in the coming months, years, or decades.

Your vision opens people’s minds to new and wondrous possibilities. You challenge them to consider ideas they might not have thought of on their own. Driven by your talents, you are eager to get started on a project once you realize what you can accomplish in the coming weeks, months, or years.

You work very hard to breathe life into your big dreams. These often push and pull you into the future. Chances are good that you are filled with hope every time you think about the good things you can accomplish in the coming months, years, or decades.

Thinking ahead probably reinforces your sense of personal wellbeing. When you are forced to concentrate only on current situations, you are less enthusiastic about life. By nature, you naturally think about what you can fix or do better.

Your mind is usually occupied by what you can accomplish in the coming months, years, or decades. This explains why you find today’s events ordinary and less fascinating than the future.

Driven by your talents, you yearn to increase your knowledge by being kept in the information loop. This explains why you gravitate to people who converse about ideas at a deeper and more thoughtful level than most individuals are capable of doing. “Making small talk” — that is, engaging in idle conversation — probably seems like a waste of time to you.

Because of your strengths, you automatically ask individuals questions to discover their talents, interests, hopes, fears, successes, or failures. By being inquisitive, you begin to see each person as he or she really is.

The insights you have are most valuable when there is a job to do. You are apt to be the one to whom others look for ideas about assignments to give each individual. You are likely to understand what is and is not a reasonable expectation to place on someone.

It’s very likely that you thirst for new ideas and knowledge. Often you lose yourself in a book. You pore over the ideas contained on its pages for long stretches of time. Why? You want to absorb as much information as you can. Instinctively, you adopt a much more favorable outlook on life when you can identify the conditions that produced various outcomes.

You probably need to know why something did or did not happen. You are impelled to examine the details of many events, processes, programs, or mechanisms. Chances are good that you fill your mind with new ideas by asking questions, reading, studying, observing, or listening.

Normally, you accumulate facts, data, stories, examples, or background information from the people you meet. Determining what they want to accomplish in the coming weeks, months, or years generally satisfies your curiosity. These insights also allow you to understand why individuals behave the way they do in different situations.

Chances are good that you probably feel very good about yourself and life in general when you know the exact words to express an idea or a feeling. Language has fascinated you since childhood. Your ever-expanding vocabulary often earns you compliments.

Driven by your talents, you demonstrate an ease with language. You effortlessly verbalize your thoughts. You relish the opportunity to share your insights. You derive pleasure from actively participating in conversations when group members propose ideas, seek solutions, or debate issues.

Instinctively, you usually feel satisfied with life when your innovative thinking style is appreciated. You automatically pinpoint trends, notice problems, or identify opportunities many people overlook. Armed with this knowledge, you usually devise alternative courses of action.

By evaluating the circumstances, available resources, and/or the potential consequences of each plan, you can select the best option. By nature, you can reconfigure factual information or data in ways that reveal trends, raise issues, identify opportunities, or offer solutions.

You bring an added dimension to discussions. You make sense out of seemingly unrelated information. You are likely to generate multiple action plans before you choose the best one. Because of your strengths, you usually identify problems others fail to notice.

You repeatedly create solutions and find the right answers. You yearn to improve things about yourself, other people, or situations. You are drawn to classes, books, or activities that promise to give you the skills and knowledge you seek.

Because of your strengths, you usually are quiet during conversations, taking in everything that is said. You are particularly attentive when intelligent people toss about their ideas, theories, or concepts. Often you acquire more information and gain more insights than the speakers do.

When you choose to expound on a topic that interests you or pose pertinent questions, many individuals listen carefully to every word you utter. By nature, you tend to read several books or publications at the same time.

Without confusing yourself, you can peruse — that is, studiously examine — one for a while, then put it down, pick up another, and continue reading where you left off the last time.

Your need to gather lots of information probably explains your capacity for juggling a variety of topics, plots, and authors in the same time span. It’s very likely that you derive much satisfaction from reading books, magazines, newspapers, Internet sites, pamphlets, memos, or documents.

Acquiring knowledge is as much a pastime for you as it is a necessity of life. Often writers stimulate your thinking about the people, situations, or things you need to make better.  Instinctively, you can escape the tension, pressure, or stress of everyday life by reading a good book, diving into a publication’s articles, or pulling up information on the Internet.

You are apt to take reading material with you on vacations, business trips, rest breaks at work, or tables for one at restaurants. You routinely dog-ear pages, underline key ideas, or scribble notes in the margins so your latest discoveries can be easily retrieved.

Driven by your talents, you are the ideal example of a person with an open and agile mind. Thinking consumes a great portion of your time. You like to exchange ideas with individuals who are as well-read as you are.

Your passion for the written word fuels your thought processes and lays the groundwork for sophisticated conversations. When you are alone, you probably reflect upon the thoughts of brilliant writers or the findings of notable researchers.

Instinctively, you might offer assistance to certain people after you have spent some time observing and talking with them. To some degree, you pinpoint each one’s unique interests, talents, limitations, experiences, goals, knowledge, or skills. Maybe these insights permit you to tailor your response to meet the person’s situation.

Focused by your talents, you sense that every person is one of a kind. You can quickly discover what makes someone distinct from everyone else. It’s very likely that you may offer assistance to people who are struggling to assign a level of importance or urgency to various jobs.

Sometimes you help them break a big project into separate manageable tasks. Perhaps you outline the order in which they need to complete these smaller chores. Chances are good that you may be more successful when you work on your own. Knowing that your contributions benefit someone else might please you.

Because of your strengths, you sometimes view events from the perspectives of the people involved. Perhaps your sensitivity permits you to feel the joys and sorrows of certain individuals. You might sense what particular people are thinking before they utter a word.

Ben Beveridge – DiSC Profile
Ben likes to set his own pace. When others try to rush him, he feels threatened and may balk. He can be friendly with others in many situations, but primarily with groups of established friends and associates.

He is sociable and enjoys the uniqueness of each human being. He can be spontaneous and casual in familiar circumstances. The familiar atmosphere allows spontaneity when he is in his comfort zone.

He likes to start and finish activities. Others who work with him know they can depend on him. Ben can be open, patient and tolerant of differences. His natural quality of being nonjudgmental is a great strength. Because he is receptive and listens well, he excels in gathering information.

He doesn’t resist change as much as he resists being changed. He needs to be an active participant in situations that will impact his work. Once Ben has come to a decision, others may find it difficult to change his mind. If changes are inevitable, and he sees enough benefits, they will be made. Others see him as a good neighbour, since he is always willing to help those he considers to be his friends.

Ben looks to people for support and inner-satisfaction as a way to reach his personal goals. Outwardly, he may appear to be totally accepting of others. He may, however, have deep convictions that are not apparent to others.

Ben can be sensitive to the feelings of others and is able to display real empathy for those who are experiencing difficulties.

When challenged he can become objective, searching hard for facts and figures. This may be his way of defending his decisions. Logic is important when trying to influence him.

He pays more attention to logic than emotional “hype.” He often thinks over major decisions before acting. Once he makes a decision, he can be organized in carrying it out. He finds making decisions easier when he knows that others he respects are doing the same thing; he then has a feeling of stability and “family.”

He uses logic to assist him in decision making. This tendency is helpful to others in his group. Once he has arrived at a decision, he can be tough-minded and unbending. He has made his decision after gathering much data, and he probably won’t want to repeat the process.

Ben usually is considerate, compassionate and accepting of others; however, on some occasions can become stubborn. Stubbornness surfaces when his ideals and beliefs are confronted. He likes to know what is expected of him in a working relationship and have the duties and responsibilities of others who will be involved explained.

Communication is accomplished best by well-defined avenues. He tends to be possessive of information; that is, he doesn’t voluntarily share information with others outside of his team. He remains aloof from active participation in unfamiliar groups. He will talk more, however, in a group of people he trusts and has known for a long time.

Ben can be outgoing at times. Basically introverted, he will “engage” in social conversation when the occasion warrants.

Sometimes he will withdraw from a verbal battle. If he feels strongly about an issue, he may retreat to gather his resources and then return to take a stand!

He is somewhat reserved with those he doesn’t trust or know. After trust has been established, he may be open and candid.

He is more motivated by logic than emotion. To him, logic represents tangible research.

An Advocate (INFJ) is someone with the Introverted, Intuitive, Feeling, and Judging personality traits. They tend to approach life with deep thoughtfulness and imagination. Their inner vision, personal values, and a quiet, principled version of humanism guide them in all things.

“Treat people as if they were what they ought to be and you help them to become what they are capable of being.”

Advocates are the rarest personality types of all. Still, Advocates leave their mark on the world. They have a deep sense of idealism and integrity, but they aren’t idle dreamers – they take concrete steps to realize their goals and make a lasting impact.

Advocates’ unique combination of personality traits makes them complex and quite versatile. For example, Advocates can speak with great passion and conviction, especially when standing up for their ideals. At other times, however, they may choose to be soft-spoken and understated, preferring to keep the peace rather than challenge others.

Standing Up for What’s Right
Advocates generally strive to do what’s right – and they want to help create a world where others do the right thing as well. People with this personality type may feel called to use their strengths – including creativity, imagination, and sensitivity – to uplift others and spread compassion. Concepts like egalitarianism and karma can mean a great deal to Advocates.

Advocates may see helping others as their purpose in life. They are troubled by injustice, and they typically care more about altruism than personal gain. As a result, Advocates tend to step in when they see someone facing unfairness or hardship. Many people with this personality type also aspire to fix society’s deeper problems, in the hope that unfairness and hardship can become things of the past.

Nothing lights up Advocates like creating a solution that changes people’s lives.

Connecting with Others (and Themselves)
Advocates may be reserved, but they communicate in a way that is warm and sensitive. This emotional honesty and insight can make a powerful impression on the people around them.

Advocates value deep, authentic relationships with others, and they tend to take great care with other people’s feelings. That said, these personalities also need to prioritize reconnecting with themselves. Advocates need to take some time alone now and then to decompress, recharge, and process their thoughts and feelings.

The Cost of Success
At times, Advocates may focus so intently on their ideals that they don’t take care of themselves. Advocates may feel that they aren’t allowed to rest until they’ve achieved their unique vision of success, but this mindset can lead to stress and burnout. If this happens, people with this personality type may find themselves feeling uncharacteristically ill-tempered.

Advocates might find themselves feeling especially stressed in the face of conflict and criticism. These personalities tend to act with the best of intentions, and it can frustrate them when others don’t appreciate this. At times, even constructive criticism may feel deeply personal or hurtful to Advocates.

A Personal Mission
Many Advocates feel compelled to find a mission for their lives. When they encounter inequity or unfairness, they tend to think, “How can I fix this?” They are well-suited to support a movement to right a wrong, no matter how big or small. Advocates just need to remember that while they’re busy taking care of the world, they need to take care of themselves too.

  • Creative – Advocate personalities enjoy finding the perfect solution for the people they care about. To do this, they draw on their vivid imagination and their strong sense of compassion. This can make them excellent counselors and advisors.
  • Insightful – Advocates typically strive to move past appearances and get to the heart of things. This can give them an almost uncanny ability to understand people’s true motivations, feelings, and needs.
  • Principled – People with the Advocate personality type tend to have deeply held beliefs, and their conviction often shines through when they speak or write about subjects that matter to them. Advocates can be compelling and inspiring communicators, with their idealism persuading even the hardest of skeptics.
  • Passionate – Advocates can pursue their ideals with a single-mindedness that may catch others off guard. These personalities rarely settle for “good enough,” and their willingness to disrupt the status quo may not please everyone. That said, Advocates’ passion for their chosen cause is a key aspect of their personality.
  • Altruistic – Advocates generally aim to use their strengths for the greater good – they rarely enjoy succeeding at other people’s expense. They tend to think about how their actions affect others, and their goal is to behave in a way that will help the people around them and make the world a better place.
  • Sensitive to Criticism – When someone challenges their principles or values, Advocates may react strongly. People with this personality type can become defensive in the face of criticism and conflict, particularly when it comes to issues that are near to their hearts.
  • Reluctant to Open Up – Advocates value honesty, but they’re also private. They may find it difficult to open up and be vulnerable about their struggles. This might also be because they think they need to solve their problems on their own or don’t want to burden other people with their issues. When Advocates don’t ask for help, they may inadvertently hold themselves back or create distance in their relationships.
  • Perfectionistic – The Advocate personality type is all but defined by idealism. While this is a wonderful quality in many ways, an ideal situation is not always possible. Advocates might find it difficult to appreciate their jobs, living situations, or relationships if they’re continually fixating on imperfections and wondering whether they should be looking for something better.
  • Avoiding the Ordinary – Advocate personalities tend to be motivated by a sense of having a greater purpose in life. They might consider it tedious or unnecessary to break their big visions into small, manageable steps. But they may be setting themselves up for frustration if they don’t turn their dreams into everyday routines and to-do lists. Without these specifics, their goals may never materialize.
  • Prone to Burnout – Advocates’ perfectionism and reserve may leave them with few options for letting off steam. People with this personality type can exhaust themselves if they don’t find a way to balance their drive to help others with necessary self-care and rest.

“It’s better to fail while striving for something wonderful, challenging, adventurous, and uncertain, than to say, ’I don’t want to try because I may not succeed completely.’”

Advocates (INFJs) tend to seek a career path that aligns with their values rather than one that offers status and material gain. Fortunately, people with this personality type are able to find work that suits them in just about any field.

In fact, many Advocates have trouble deciding which job is best for them because they’re able to imagine so many possibilities. These personalities may see 10 wildly different paths forward, each with its own set of rewards. This can be exciting but also stress-inducing, because picking just one means letting go of so many others.

Truth, Beauty, Purpose
Advocates want to find meaning in their work and to know that they are helping and connecting with people. This desire to help and connect can make roles as counselors, psychologists, teachers, social workers, yoga instructors, and spiritual leaders very rewarding for Advocates. Careers in health care – especially the more holistic varieties – can also be attractive options for this personality type.

Many Advocates are also strong communicators. This explains why they are often drawn to careers in writing, authoring many popular books, blogs, stories, and screenplays. Music, photography, design, and art can all be viable options as well, allowing Advocates to focus on deeper themes of personal growth and purpose.

That said, Advocates can excel in a range of fields. Wherever they work, people with this personality type can find ways to help others. They can also find ways to use their creativity in nearly any position. No matter what it says on their business cards, Advocates’ insight can enable them to spot unusual patterns and come up with out-of-the-box solutions, creating real change in others’ lives.

For Advocates, money and Employee of the Month simply won’t cut it. These personalities want a career that fits their values and principles.

Two Roads Diverged in a Yellow Wood
Advocates’ needs may be hard to meet in some work environments, especially those that offer little independence and agency. Advocate personalities are sometimes drawn to behind-the-scenes and noncompetitive roles, but these jobs can lead to frustration if they don’t allow Advocates to act as they see fit, grow as individuals, and make a difference.

For this reason, people with the Advocate personality type may feel fulfilled by seeking out leadership positions or by starting their own business. By finding jobs that offer more autonomy, Advocates can focus on applying their creativity and integrity to everything they do. Advocates may also find it gratifying to create bridges between seemingly disparate professional fields – for example, by writing about psychology or by being an environmental lawyer. These hybrid careers can offer plenty of opportunities for Advocates to exercise their creativity and their love of learning.

Where Advocates struggle is in work that doesn’t take personal needs into consideration, is overly repetitious, or promotes conflict. Jobs with these characteristics can leave Advocates frustrated and unfulfilled. People with this personality type may also chafe at the criticism and pressure that come with cutthroat, competitive work environments.

A Sense of Mission
In truth, Advocate personalities can do well in any field. To be truly happy, however, they need to find work that aligns with their values and allows them some independence. Advocates crave opportunities to learn and grow alongside the people they are helping. When this happens, Advocates may finally feel as if they are fulfilling their life’s mission, contributing to the well-being of humanity on a personal level.

“In the end, it’s your actions, how you respond to circumstance, that reveals your character.”

Few personality types are as passionate and enigmatic as Advocates (INFJs). As someone with this personality type, you stand out for your imagination, your compassion, your integrity, and your deeply held principles. Unlike many other idealistic types, however, you are also capable of turning your ideals into plans and executing them.

Yet Advocates face challenges too. Even the most idealistic and dedicated of personality types can become frustrated when it comes to navigating interpersonal conflicts, confronting unpleasant facts, pursuing self-realization, or finding a fulfilling career path. As a result, you may sometimes find yourself questioning who you really are – and who you’re really meant to be.