#Q&AwithJay: ESTJ and INTJ Couple Wanting to Start a Business


Hello everyone, for this week’s #Q&AwithJay, I will answer a question I received from Charles U. from Charleston, SC. 


“Hi Jason,

My name is Charles and I’m an ESTJ. My wife, Nancy, is INTJ.   For the past few years we’ve been talking about starting a business together, and I want us to make it happen in 2015.    My wife has amazing ideas, and several of them are good enough to get started with.  However, she prefers to keep tinkering with ideas instead of executing them.   She has three different versions of the same business idea, and can’t decide on which one to start.   I’ll admit, I’m not an idea person, but I can make a vision come to reality. I just need her to commit to one idea so we can get the ball rolling.   Any advice?

Charles U. “


Hi Charles,

Thanks for your question as it involves two of my biggest passions, entrepreneurship and personality.   INTJ’s are idea machines, and are really great at coming up with innovative ideas.    Their dominant function  Introverted Intuition (Ni) allows them to come up with ideas out of nowhere. Often times, ideas come to them in a flash of inspiration, and then they use their auxiliary Extroverted Thinking (Te) function to evaluate and improve them.   However,  some INTJs can suffer from “paralysis of analysis”, as they constantly re-examine and re-engineer their ideas in an attempt to improve them.  This process can go on and on for some INTJs, and they can continue this evaluation process indefinitely without ever bringing their offering to market.  To get your wife to decide on an idea, you need to get her to move her evaluation of her ideas from her mind to the external world so that actionable data can be acquired.   You can do this by encouraging her to test all the iterations of her idea with potential customers.  In entrepreneurship speak, this is called split testing.   Simply have her pick 2-3 versions of the product she’d like to test out, and then offer them to perspective clients.  The version that gets the most demand can be the product you and her decide to develop further. Then, work with her on developing a business model for the offering. Instead of writing a long drawn out business plan, the Business Model Canvas or Lean Canvas can be used to develop your business model. Once the business model is fleshed out, use your logistical strengths as an ESTJ to ensure that everything runs smoothly and that benchmarks are met. 

Hope that helps,


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