Opposite Strengths, Inc.

What Opposite Strengths, Inc. does

Opposite Strengths, Inc. (operating as Opposite Strengths Licensing LLC) is a psychology-based personal and organizational development company built around a proprietary "both/and" framework of three pairs of opposite strengths, founded by Dr. Jay Thomas in 1966 and currently led by his son, Dr. Tommy Thomas, as CEO. The company's core technology consists of two assessment instruments — a Self-report Inventory (approximately three minutes to complete) and a 360-degree Other-report Inventory — from which it generates personalized outputs including a six-minute 'Your Strengths At A Glance' video report presented by Dr. Tommy Thomas, Guides to Being Yourself, Guides to Being Flexible, Relationship Guides based on 36 relationship types, and Analysis of Strengths (AOS) Reports. Since 1966, over 600,000 Other-report Inventories have been submitted. Delivery occurs through live seminars (in-person or virtual since 2020), an On-Demand Online Seminar (since 2014), and an annual 'Find Yourself' subscription accessed via OppositeStrengths.com and an iOS app.

The company's revenue model combines three streams: (1) annual individual subscriptions ('Find Yourself'); (2) organizational/sponsor licenses in which enterprises pay for seminars and subscriptions on behalf of employees who become Sponsored Subscribers; and (3) professional certification licenses granted to the 1,200+ Certified Facilitators and 1,000+ Certified Coaches who deliver Opposite Strengths content globally. Since December 2020, the Self- and Other-report Inventories and the video report have been offered free worldwide as a freemium acquisition hook. Go-to-market runs through three parallel motions: a community-led consumer funnel, enterprise field sales to organizations, and a channel-partner model in which certified facilitators and coaches deliver seminars and coaching services. The company has served 200,000+ individuals across 23 countries, 1,500+ organizations spanning healthcare, retail, aerospace, technology, energy, government/military, and entertainment, and maintains an active partnership with Polarity Partnerships as a kindred methodology. Headcount is 6 employees based in Austin, Texas; the company is privately held with no disclosed institutional investors.

Name

Opposite Strengths, Inc.

Legal name

Opposite Strengths Licensing LLC

Website

https://oppositestrengths.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Short description

Opposite Strengths, Inc. is a psychology-based personal and organizational development company selling a proprietary 'both/and' assessment framework built on three pairs of opposite strengths, delivered via certifications, seminars, and subscriptions to individuals, enterprises, and licensed practitioners in 23 countries.

Ownership category

akta.pro rank

Product category

Professional Training and Coaching

NAICS

Professional and Management Development Training (611430), Management, Scientific, and Technical Consulting Services (5416)

akta.pro primary industry

Corporate Learning & Training Content Development (EDAGAKAC)

Keywords

• Psychological assessment tools
• Behavioral flexibility framework
• Organizational culture transformation
• Executive coaching services
• Personal development subscriptions

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Annual Individual Subscription (Find Yourself): Renewable annual subscription providing access to books, additional assessment reports, on-demand videos, Guides to Being Yourself, Guides to Being Flexible, Relationship Guides, and other content on OppositeStrengths.com. Offered to individuals who have completed Self-report Inventories.
2. Organizational/Sponsor Licenses: Organizations sponsor Opposite Strengths Seminars (on-site or virtual) for their employees/members, who become Sponsored Subscribers. The sponsoring organization pays for annual subscriptions and has access to employee assessment data by default. Includes access to Opposite Strengths Seminars, coaching, and online/on-demand delivery of intellectual property.
3. Professional Certification Licenses: Licenses granted to Opposite Strengths Certified Facilitators and Opposite Strengths Certified Coaches who are trained and certified to deliver Opposite Strengths to groups and individuals respectively. Certification programs supervised by Dr. Tommy Thomas as Dean of the Opposite Strengths Faculty.
4. Free Tier (Inventories and Basic Reports): Free Opposite Strengths Inventories (Self-report and Other-report) and free video report 'Your Strengths At A Glance' offered to individuals worldwide at no cost since December 2020. Serves as top-of-funnel acquisition for paid subscriptions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Opposite Strengths sells a psychology-based personal development system built on three pairs of opposite strengths. Its flagship deliverables are the proprietary Self-report and Other-report Inventories, a six-minute personalized video report ("Your Strengths At A Glance"), and an on-demand Online Seminar. These feed annual Find Yourself individual subscriptions, Organizational/Sponsor Licenses for B2B culture transformation, and Professional Certification Licenses that enable facilitators and coaches to deliver seminars and coaching worldwide.

Product overview

Opposite Strengths is a psychology-based personal development system centered on understanding and applying the 'both/and' concept through three pairs of opposite strengths. The core offering consists of the Self-report and Other-report Inventories that generate personalized assessments, supported by a suite of reports including 'Your Strengths At A Glance' video report, Guides to Being Yourself, Guides to Being Flexible, and Relationship Guides. Delivery occurs through multiple channels: live Opposite Strengths Seminars (in-person or virtual), the on-demand Online Seminar, and the Find Yourself annual subscription providing comprehensive online access. Professional certification programs train Certified Facilitators and Certified Coaches, while Organizational Licenses enable enterprise-wide culture transformations. The product portfolio also includes a mobile app and published books.

Differentiator

Problem solved

Functional benefit

Products and services

• Opposite Strengths Self-report Inventory A self-assessment that individuals complete in approximately three minutes to identify their natural strengths and how they tend to use them; generates personalized results and serves as the entry point to the broader Opposite Strengths system.
• Opposite Strengths Other-report Inventory A 360-degree assessment completed by people who know the individual well (family, friends, co-workers) to provide external perspectives on the individual's natural strengths; over half a million have been submitted since 1966.
• Your Strengths At A Glance A personalized six-minute video report in which Dr. Tommy Thomas presents the results of the user's Self-report and Other-report Inventories, intended as the first step on the journey to find oneself.
• Opposite Strengths Seminar A live group seminar experience typically delivered to about 25 participants by an Opposite Strengths Certified Facilitator; available on-site or virtually (since 2020); the foundational delivery format of the system, with more than 20,000 facilitated since 1966.
• Opposite Strengths Online Seminar (on-demand) An on-demand seminar built by editing recorded interviews of Dr. Jay Thomas together with personalized online reports and book excerpts, available anytime to participants on OppositeStrengths.com.
• Find Yourself Subscription Renewable annual subscription providing unlimited Self-ratings and Other-rating invitations, personalized Guides to Being Yourself and Being Flexible, Relationship Guides, extensive printed/audio/video learning materials, and priority access to consultations on OppositeStrengths.com.
• The Power of Opposite Strengths A book authored by Dr. Jay Thomas and Dr. Tommy Thomas containing the core content and principles of the Opposite Strengths system, used as a content-marketing and subscriber resource.
• Opposite Strengths Guide App iOS mobile application available from the App Store that provides access to Opposite Strengths content on a phone; the app does not collect user data.
• Opposite Strengths Certified Facilitator Program Training and certification program that licenses professionals to deliver Opposite Strengths Seminars (on-site or virtual) to groups, creating a global delivery channel of 1,200+ facilitators since 1966.
• Opposite Strengths Certified Coach Program Training and certification program that licenses professionals to use Opposite Strengths in direct coaching applications with individuals and groups; established in 2006, producing 1,000+ certified coaches.
• Organizational License B2B annual license enabling organizations to implement broad-scale culture transformation, providing Opposite Strengths Seminars, coaching, and online delivery of the intellectual property to employees who become Sponsored Subscribers; over 1,500 organizations have implemented it.

Quantifiable outcome

• Poudre Valley Health System reduced voluntary turnover from 23% to 4% over 10 years, saving $32 million annually in turnover costs
• +3 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Polarity PartnershipscoreStrategic or Co-development Partner · 1 January 1993Polarity Partnerships, led by CEO Leslie DePol and founder Dr. Barry Johnson, developed Polarity Management concepts (Polarity Map, Polarity Assessment) that parallel Opposite Strengths' 'both/and' growth framework. Both organizations recognize each other as kindred spirits with complementary approaches - Opposite Strengths goes deep into understanding people dynamics through three pairs of opposite strengths, while Polarity Partnerships broadens the application to values, competencies, and strategic objectives across organizations. Dr. Tommy Thomas encourages people to contact both Leslie and himself to learn more about how their work supports personal and organizational growth.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Development Dimensions International (DDI): DDI is a large leadership and talent management provider offering assessments, leadership development, and selection solutions. Comparable to OSI's enterprise culture transformation offering but as part of a broader HR talent suite rather than a personality-IP specialist.
• Korn Ferry: Korn Ferry's talent consulting and assessment arm (including Korn Ferry Assess) competes with Opposite Strengths in enterprise leadership assessment and culture work. Comparable buyer (CHRO, talent management) but a vastly larger, diversified consulting platform.
• PDP Global (Predictive Index): The Predictive Index provides behavioral and cognitive assessments for hiring, leadership, and team effectiveness. Comparable to Opposite Strengths in enterprise people analytics and culture transformation, with stronger digital SaaS infrastructure and ATS integrations.

Direct peers

• Gallup: Gallup's CliftonStrengths is the dominant strengths-based assessment in the enterprise market. Directly comparable to Opposite Strengths in positioning (talent-based, positive, used for coaching and culture transformation), but operates at vastly larger scale with a global enterprise sales force and integrated SaaS delivery.
• Center for Creative Leadership (CCL): CCL is a global leadership development provider offering assessments, coaching, and programs. Comparable to Opposite Strengths in the leadership development and coaching segment, with deeper enterprise program infrastructure but less of a proprietary personality IP.
• The Myers-Briggs Company: Publisher of the Myers-Briggs Type Indicator (MBTI), the most widely deployed personality assessment in the enterprise. Directly comparable to Opposite Strengths as a personality framework monetized through certifications, enterprise licenses, and facilitator networks — and explicitly named as a contrasting approach in OSI's own positioning.
• Hogan Assessments: Hogan provides personality assessments focused on leadership, derailment risk, and workplace performance. Comparable to Opposite Strengths at the enterprise leadership development layer and frequently evaluated alongside OSI in culture transformation and executive coaching engagements.
• Polarity Partnerships: Founded by Dr. Barry Johnson, Polarity Partnerships offers the Polarity Map and Polarity Assessment for managing opposing tensions in organizations. Directly comparable as a kindred both/and framework, an explicit strategic ally of Opposite Strengths since 1993, and a frequent co-referral partner.
• Wiley (Everything DiSC): Wiley's Everything DiSC is a leading workplace assessment product for communication, leadership, and team development. Comparable to Opposite Strengths as a categorized assessment sold via certified practitioner channels and enterprise licenses; DiSC's broader brand and distribution make it a frequent head-to-head competitor in culture transformation RFPs.

Emerging players

• TalentSmartEQ: TalentSmartEQ sells emotional intelligence assessments and training to enterprises, frequently used alongside culture transformation initiatives. Comparable to OSI's culture and leadership coaching segment, with a more focused EQ-only value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/opposite-strenghts-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Opposite Strengths, Inc.