Pixio Corporation

Case Study

Start-up smooths communication differences with MBTI® insights

Challenge

Helping a new leadership team communicate effectively and build a cohesive culture.

Pixio Corporation, an Oregon-based technology start-up, develops on-the-shelf, wireless-networked display devices to enhance in-store product communication. With an innovative product and a big vision, Pixio was launched by six co-founders during a difficult economic period. Though united by purpose, the team quickly realised they needed to improve how they communicated and made decisions—especially since they barely knew each other before founding the company.

Pixio won first place in a business plan contest, securing a full year of consulting and training services from HR Northwest. The timing was ideal. As the company grew, the co-founders recognised the urgent need to build a workplace culture they would genuinely want to work in—one that encouraged open communication, mutual understanding, and shared values.

Solution

MBTI® assessment for communication styles and team dynamics.

HR Northwest president Judy Clark worked closely with Pixio to deliver a tailored executive development process designed to address communication and team-building. At the core of this initiative was the Myers-Briggs Type Indicator® (MBTI®) assessment—a tool that provided each founder with valuable insight into their individual and group preferences.

Through guided discussions and coaching, the Pixio founders discovered key differences in their preferred styles of communication, especially in meetings. These insights helped them better understand how their personality types influenced how they gave feedback, expressed disagreement, and handled decision-making.

Startups often struggle with disagreement and change, especially as they add employees or investors. Clark emphasised that the MBTI assessment gave the team a neutral framework for navigating those challenges. It became a springboard for productive conversations, helped the team identify potential conflict areas, and aligned their communication strategies to support the company's mission.

Key Programme Elements:

MBTI assessment as core tool for executive development process
Guided discussions and coaching to explore communication preferences
Focus on meeting dynamics, feedback styles, and decision-making approaches
Neutral framework for navigating startup challenges and disagreements
Alignment of communication strategies with company mission and growth

Results

Improved communication, stronger teamwork, and company-wide application of MBTI.

The results were immediate and lasting. Armed with new awareness, the Pixio founders improved how they ran meetings, made decisions, and worked through disagreements. The MBTI framework helped them establish shared expectations and create a stronger team culture.

Encouraged by the outcomes, Pixio expanded the use of the MBTI tool beyond the executive group, offering it to investors and new members of the leadership team. The company found the tool easy to administer, score, and use—making it a practical choice for ongoing team development.

As Judy Clark observed, Pixio laid the foundation for a healthy, values-driven company culture that would support long-term success. By addressing communication differences early, the startup was able to prevent common growing pains and foster a collaborative, resilient leadership team.

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