A Network of Partnerships

Defining the effective size of Step Research can be a little tricky somedays.    Since some of the many people working on each product are entrepreneurs, joint venture partners, consultants or experts volunteering their time it often feels like a large supportive work place.  As the needs of each project change over time then the specific people brought in to generate success varies.  Meetings are most frequently video conferences to accomodate the diverse and spread out work force.  Use of online tools that support communication and coordination are a key part of day to day operations.

Founder and CEO Sterling Bates

Interdisciplinary strategist, scientist and mathematician: his personal story

Sterling started at Disney in information technology doing technical support in one of the most famous landmarks in America, the Magic Kingdom.  After a brief tour in the Y2K teams he then moved to business intelligence (reporting strategies and executive dashboards) as the company-wide product manager.  He started as the only member of the team, but by the time he moved on it had grown to over 15 people and he had spoken at the International Business Objects User Conference representing Disney.

During his time working on all these technical projects Sterling became convinced that the reasons most projects failed was not because of the technology but because the people had not been properly accounted for.
apti photo
For personal development reasons and to understand the people around him he started pursing the world of psychological and personality typing.  After becoming certified in psychological exams, Sterling worked with organizational development and human resources briefly before making a major move within the company.  Sterling then spent three years with Disney marketing focused on marketing metrics, strategies and partnerships.  Finally, it was the right time and Sterling pursued full time entrepreneurship.

Sterling Bates has consulted since 1995 with Marketing, Organizational Development, Leadership Strategy and Psychometrics.
Sterling specializes in system thinking, understanding how different and diverse areas of a challenge impact each other and how to steer clear through the problems.  In recent years this has meant intimately understanding the world of online business and how it interacts with the customers, processes and offline business integration.  He has worked with a wide variety of clients both large and small from entertainment companies and large online businesses to the Department of Homeland Security.  He has worked inside the Fortune 50 corporate world and with growing entrepreneurs.

Recently Sterling presented at the 2011 APTi conference on the topic of personality and psychological Type in Sales and Marketing representing the research and development of the last several years working in the business world to properly understand how customers personality and behavior patterns affects sales and marketing efforts.

Sterling is no stranger to working with non-profits.  As early as high school he was donating time to the American Diabetes Association youth camps for kids with Diabetes.  By 21 he was on the Kansas State Board of Directors and had visited congress speaking with then Minority Leader Bob Dole about needs of children with Diabetes and funding for research.  Over the years Sterling has worked with and helped a variety of organizations.  Since late 2011 Sterling, is serving on the executive Board of Directors for the International Association of Psychological Type.

Finally, figuring out what he wanted to do with his life, Sterling created a broader corporate structure to support the holistic integration the interests that drive him.  Out of that was born Step Research as a Benefit Corporation (a combination between profit generation and non-profit goals) designed to support the difficult but rewarding integration of all the core skill sets and interests Sterling had developed over the years.


Gene Bellotti, Vice President, Behavior Insights

Experience and skills at the intersection of marketing and behavior.

Gene Bellotti is a hands-on marketer with over 30 years of experience developing and executing marketing campaigns to launch emerging businesses and their products, many of those spent as a creative partner in his own advertising agency.  His specialty is marketing strategy and communications for startup companies, helping them grow from zero to $80 million in sales, which he has done many times. He excels at strategically sound marketing communications that propel businesses to the next level: new markets, product line extensions, online presence, acquisition or IPO. Gene has worked with over 60 high technology companies and has broad experience in other markets including financial services and medical technologies.

Creative and organized, Gene has developed demand generation programs that opened new markets and has conceived, named and launched products by developing advertising concepts, direct mail, videos, inbound marketing websites and online ads.

An entrepreneur for most of his career, he is a founding partner at Step Research Corp. developing new ways to introduce behavior patterns and differences to people online.

Gene initially started his pursuit of identifying and understanding behavior patterns to improve marketing response.  He soon realized that mentioning personality and psychology tools in meetings with start-up CEOs and presidents led to an immediate dismissal of the concept and its application to their business.

That begged the question: in a marketing ecosphere that proliferates in customer behavior pattern analysis, click-tracking, all manner on on-line analytics and now big data, why was the most basic, innate behavior research on psychological type, which would be the ultimate guide for one-to-one marketing messages, routinely dismissed by these business executives? It was because these executives had been exposed to psychological type in a way that made it difficult to understand and to apply to business issues.

Gene set about to introduce more people to the fact that normal behavior patterns exist, they can be easily identified if you ask the right questions, there are many ways to understand different aspects of behavior, and that this knowledge helps each person understand their own behavior patterns, which makes them realize that not everyone gathers information and makes decisions the same way.  And it is extraordinarily important when dealing with customers.

Gene incorporates his educational background in organizational behavior and psychology into his pursuit of helping others identify and understanding behavior patterns. He has an MBA from Babson in Management and Organizational Behavior and an Ed.M from Harvard with a concentration in Counseling and Consulting Psychology.

“I believe that each customer should be treated as an individual and that each person’s specific set of natural decision-making behaviors can be identified. Once that is part of your marketing process, you’ll have a guide for business messages and strategies that are more likely to influence the customer and improve response. The most important part of CRM is the CR.”

Gene is serving as Director of Marketing and Membership Growth on the Board of Directors for the International Association of Psychological Type, a global organization of MBTI consultants, coaches and leadership trainers.


Katherine Hirsh, Chief Psychological Officer

Katherine Hirsh, Hamburg, Germany

Katherine W Hirsh, DPhil is co-founder with Elizabeth Hirsh of HirshWorks, LLC, a source of information and inspiration for all things type related. As a writer, facilitator and consultant, Katherine is devoted to working with clients worldwide to improve individual, group, team and organizational performance, increase employee engagement and foster personal and professional development. She has been entranced by psychological type for over thirty years. Katherine currently lives in Hamburg, Germany and works globally, consulting with clients locally, nationally, and internationally to improve performance in leadership, team work and decision making in order to promote individual growth and increase personal and professional satisfaction.

Katherine and her sister Elizabeth are co-authors, with Sandra Krebs Hirsh, of the third editions of including Introduction to Myers-Briggs Type® and Teams (available in Chinese, Danish, Dutch, French, German, Japanese, Norwegian, Spanish and Swedish) and The MBTI® Teambuilding Program: Leader’s Resource Guide. Together they co-authored Introduction to Type® and Decision Making and Building Your Career Transition Strategy: A Framework for Managing the Reintegration Process. In addition, they also co-author the Self-Discovery Digest, a blog dedicated to encouraging people to live their best possible lives despite the ups and downs of human experience.

A bit of magic happened on November 3rd, 2010, Sterling and Gene began the discussions that would lead to the founding of Step Research. What bit of synchronicity kicked off this new enterprise? An e-troduction from Katherine Hirsh based on their mutual interests in psychological type and marketing that she discovered while making membership renewal calls as part of the Association for Psychological Type International’s Smile & Dial campaign. After having been a key to this endeavor getting going, as the newest member of the leadership team Katherine hopes to be able to help them take the company to the next level.
Katherine brings strengths in researching, writing and connecting people to this task. In terms of research, she obtained her MA in Psychology at Johns Hopkins; her DPhil in Experimental Psychology at the University of York (UK); conducted her postdoctoral work at Cambridge University (UK); serves as a reviewer for the International Journal of Teaching and Learning in Higher Education; and is the author of over a dozen scientific publications ranging from the management of endometriosis to cognitive neuropsychology to language acquisition, as well as numerous book reviews and essays.
Her writing background includes, in addition to the aforementioned scientific publications, co-authoring the second and third editions of Introduction to Myers-Briggs Type® and Teams (available in Chinese, Danish, Dutch, French, German, Japanese, Norwegian, Spanish and Swedish); the second and third editions of The MBTI® Teambuilding Program: Leader’s Resource Guide; Introduction to Type® and Decision Making; and Building Your Career Transition Strategy: A Framework for Managing the Reintegration Process.
It might be said that you need look no further than her success in bringing together Sterling and Gene and sparking the dialogue that built Step Research as evidence of her skill at, and passion for, connecting people. This energy comes from her belief that relationship building depends on an attitude of curiosity, openness and appreciation. She will strive to see that these attitudes are reflected in the operations of Step Research and in the tools we offer our users, tools that help them dismantle the barriers that can impede the journey to greater self-awareness. Her goal is to make Step Research the place where people learn to see themselves as valuable – warts and all – thereby increasing their self-understanding and self-compassion and creating the motivation for more effective self-management. With a skills-base established around self-valuing, and an acknowledgment of the energy for growth that emerges by working with rather than against our diverse selves, individuals come to see themselves more clearly, with the end result that their capacity to understand and honor difference in others also becomes that much more sure-footed.

Relevant Publications
I. Books
Hirsh, E. & Hirsh, K. W. (2017). Building your career transition strategy: A framework for managing the reintegration process. Los Gatos, CA: CareerPlanner.com.
Hirsh, E., Hirsh, K. W., & Hirsh, S. K. (2016). Introduction to Myers-Briggs type® and teams, 3rd Ed. Sunnyvale, CA: The Myers-Briggs Company, Inc. (Available in Chinese, Danish, Dutch, French, German, Japanese, Norwegian, Spanish and Swedish.)
Hirsh, E., Hirsh, K. W., & Hirsh, S. K. (2009). The MBTI® teambuilding program: A leader’s resource guide, 3rd Ed. Sunnyvale, CA: The Myers-Briggs Company, Inc.
Hirsh, K. W., & Hirsh, E. (2007). Introduction to type® and decision making. Sunnyvale, CA: The Myers-Briggs Company, Inc.

ii) Book Reviews
Hirsh, K. W. (2017). [Review of the book Becoming who you are with the intelligence of self: understanding one’s psychological type and developing fully with voice dialogue.]. APTi Bulletin, 41 (2), online.
Hirsh, K. W. (2016). [Review of the book Energies and patterns in psychological type: The reservoir of consciousness.]. APTi Bulletin, 39 (9), online.
Hirsh, K. W. (2008). How can you make a difference? [Review of the book Making a difference by being yourself: Using your personality type at work and in relationships. APTi Bulletin, 31 (4), 65-66.
Hirsh, K. W. (2008). Type and culture: Information for the type practitioner [Review of the book Type and culture: Using the MBTI® instrument in international applications] APTi Bulletin, 31 (3), 64-66.
Hirsh, K. W. (2008). [Review of the book The eight colors of fitness: Discover your color-coded fitness personality and create an exercise program you’ll never quit]. APTi Bulletin, 31(1), 49-50.
Hirsh, K. W. (2007). [Review of the book What story are you living?] APTi Bulletin, 30 (3), 40-41.
Hirsh, K.W. (2007). As the Lead Dog, You Have the Best View! [Review of the book The lead dog has the best view: Leading your project team to success.]. APTi Bulletin, 30 (4),55-56.
Hirsh, K. W. (2006). Differentiation – A new use for type information [Review of the books Differentiated coaching: A framework for helping teachers change and Differentiation through personality types: A framework for instruction, assessment, and classroom management.]. APTi Bulletin, 29 (4), 36-37.

iii) Essays
Hirsh, K. W. (2007). Musings on personality type and neuropsychology. APT Bulletin, 30 (4), 41-42.
Hirsh, K. W. (2006). Testing your teaching assumptions. On Teaching & Learning, 21(1).

Selected Speaking Engagements
2018 Concurrent session leader MBTI Alumni Day The Myers-Briggs Company, Benelux: A Type Toolkit for the Sandwich Generation
2017 Workshop co-leader 1 Day Pre-Conference Workshop Association for Psychological Type International: Leaders, Ladders and Life-Changing Events
2016 Concurrent session British Association for Psychological Type: Unpacking The Boxes: Moving New Type Practitioners Into a More Conscious Space
2015 Workshop leader Bay Area Association for Psychological Type: Exploring Your Philosophy of Practice
2015 Workshop leader Type Association Benelux: Leveraging Type in Developing Leaders
2014 Keynote speaker Australian Association for Psychological Type: Once Upon a Time in the Unconscious: Cinderella, Her Stepsisters and the Dominant-Inferior Dynamic


Katherine is a founding member of the APT International (APTi) e-Chapter. Katherine is a frequent contributor to the APTi Bulletin, producing essays, book reviews and other articles of practical interest to the type community. She also is a regular workshop facilitator and keynote speaker at local on ground chapters of APTi, as well as local and national type organizations outside North America.
Katherine has been using psychological assessments for over 25 years for clients including Coca-Cola NA, Medtronic NA, Proctor & Gamble – Europe (UK), Zurich Insurance, NA, Thrive (Ireland), Innovative HR Solutions/PSI Middle East (UAE) Coaching Systems (Czech) and Allianz Insurance (Singapore).
Dr Hirsh has taught at Pacifica Graduate Institute (US), Cardiff University (UK), Macalester College (US) and the University of Minnesota-Twin Cities (US). She is a member of the Experimental Psychology Society (UK) and the American Psychological Association.