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What is iMA

Speak the universal language
of connectivity.

You are only naturally on the same wavelength as 25% of the people you meet. iMA is a simple, powerful, colour-based framework designed to help you connect with the other 75% instantly, building trust, understanding, and mutual respect.

Take the Free 2-Minute iMA Test
Enquire about corporate training

What Does iMA Stand For?

iMA is an uncomplicated, universal language designed to maximize connectivity in both business and life. Derived from the behavioral principles of Swiss psychiatrist Carl Jung, iMA simplifies complex human psychology into four distinct, predictable communication styles.
The framework teaches you a simple three-step process:

  • Identify: Recognize a person’s preferred communication dialect in real time.
  • Modify: Temporarily adjust your own approach to match their comfort level.
  • Adapt: Deliver your message in a way that ensures it is fully understood and respected.
It is not a lengthy psychological assessment. It is a user-friendly, practical life skill focused on immediate execution and better outcomes.

The four iMA dialects

High Red (Assertive / Left Brain)

  • The Style: Goal-oriented, fast-paced, and task-focused go-getters.
  • How they work: They work quickly and impressively by themselves and are most comfortable when they are in charge of a situation.
  • Core Value: Efficiency and bottom-line results.

High Yellow (Assertive / Right Brain)

  • The Style: Outgoing, high-energy, friendly, and enthusiastic.
  • How they work: They are eternal optimists and natural team builders who use alliances to turn big ideas into reality.
  • Core Value: Relationships, influence, and recognition.

High Green (Non-Assertive / Left Brain)

  • The Style: Serious, analytical, persistent, and systematic.
  • How they work: They enjoy deep research, making side-by-side comparisons, calculating margins of error, and determining risk.
  • Core Value: Problem-solving, precision, and tangible accuracy.

High Blue (Non-Assertive / Right Brain)

  • The Style: Warm, supportive, amiable, and nurturing..
  • How they work: They are fiercely loyal planners who develop strong, mutually reliable networks and excel at long-term follow-through.
  • Core Value: Team harmony, empathy, and deep trust.

Why connectivity matters

The 75% Gap:
Why Relationships Break Down

Most communication advice tells you to treat people the way you want to be treated.

iMA proves that this approach fails 75% of the time.

If you are a High Red who values speed, and you communicate aggressively with a High Green who values accuracy and patience, conflict is inevitable.

By learning the language of iMA, you remove predictable areas of tension and static.

By implementing iMA, you can:

  • Dramatically increase sales:
    Align your pitch perfectly to what your buyer cares about.
  • Build high-performing teams:
    Reduce workplace stress, eliminate internal friction, and enhance collaboration.
  • Accelerate personal growth:
    Gain a deep understanding of your own strengths and how the world perceives you.

How to apply iMA to your business

Bring the power of iMA to your organisation

iMA for negotiating & sales

Learn how to depersonalise conflict, overcome objections smoothly, and align your business value propositions directly with your client’s color language to close more deals.

Explore iMA Negotiation Training

iMA for negotiating & sales

Maximise organisational connectivity.

We offer half-day and full-day workshops tailored to help your leadership and divisions communicate flawlessly.

Enquire about corporate team workshops

Discover your wavelength today

The secret to great connectivity is treating people how they wish to be treated.

Contact us today to learn more about our training courses, book a session with a public speaking coach or enrol in one of our transformative presentation skills training courses.

Book your call today

Dardan Meholli

I really enjoyed the training Ashley put together for my team. He’s a fantastic facilitator who kept everyone engaged with a great blend of learning and playfulness. His knowledge and expertise really shone throughout the session and he’s provided us with a great framework and understanding of personality and communication styles which will be a huge help going forward. Dardan Meholli CLIENT RELATIONSHIP MANAGER – INSTITUTE OF CHARTERED ACCOUNTANTS ENGLAND & WALES

Lance Flor

Thank you Ashley for providing a fun and informative session to the Salaried Managers and Leadership Team here at LLPT. The teams took away an understanding of our different personality types and our individual preferences in different communication types whist also appreciating that different people will enjoy and more naturally excel in different roles within our restaurants and organisation. It has definitely formed part of our conversations and actions within LLPT. Thank you. Lance Flor – DIRECTOR LLPT FOODS (MCDONALDS)

Paul Taylor

I have met Ashley several times in his capacity as a coach to Financial Planners.

In that regard, he has positively influenced my approach to that role and that of coaching and mentoring people myself.

Ashley’s background gives him a strong skill set to help people understand how to communicate compellingly.

He has helped me understand the art of delivering compelling conference-style speeches that no doubt I would have made a hash of without his wise counsel. Paul Taylor – CHARTERED FINANCIAL PLANNER & COACH

Mandana White

Ashley worked with us to re-define our ideal sales candidate profile, re-work our recruitment advert, and re-strategize around our interview process. After many months of searching previously, we managed to find the ideal candidate within a couple of weeks, made an offer which was accepted, and is now working out well in our environment. I highly recommend Ashley as he not only uses a very effective methodology, but is also a great communicator and a pleasure to work with. Robin Charrot – CEO SMART GRID FORUMS

Get in touch

To contact us, please use the form below or email us on enquiries@ashleyboroda.com