Striving Styles™ is a revolutionary approach to achieving potential that blends psychological type with advances in neuroscience and emotional intelligence. It targets the $1.6 billion assessment industry and is an evolution of the market leader, MBTI. SSPS is used by HR, coaches, consultants, therapists to expedite development & behavioral change. A mass market book introducing the system is being published in late 2012 by SourceBooks. Potential for >$50 million in 5 years with 60% margin.