About Tology
Simple maps to navigate complex people
Tology provides tools to help you see people more clearly so that you can guide yourself and your team more effectively. We are starting with a personality assessment that’s:
- Fast: 10 minutes to complete, instant results, anonymous if you want
- Practical: maximum impact-to-effort ratio
- Simple: transparent, self-serve (no consultants), and AI-enhanced
Whether you’re hiring, scaling, or just trying to figure yourselves out, why guess when you can use a map?
Why we built this
We’ve learned (the hard way) that most teams don’t struggle because of lack of smarts or skills. They fail to realize their full potential as a team. “Realize” has a double meaning:
- See clearly: who you are, what game you’re playing, and why you’re playing it
- Make it real: what matters and what’s success
We also realized that when things did click, the impact rippled far beyond business results. Better teams bred happier people who became better parents, partners, and friends.
Evan Gobdel: Small business team builder
- Discovered that personality assessments were the only tool that consistently opened minds and changed behaviors.
- They were the key to unlock a systematic approach to assessing fit and defining a path to shared success.
Fritz Ettl, Ed.D: Educator, coach, and coaches’ coach
- Has spent his career helping people connect learning to real-world performance.
- Has learned that content is a commodity that doesn’t have impact without connection, motivation, and lots of reps.
Together, we built the tool we needed: simple enough to use every day, plain language that will rewire your brain, grounded in real science for reliability and scalability.
The moment it clicked
We tried all the standard approaches, structured interviews, hiring scorecards, consultant workshops. They worked great when we pushed, but they never stuck.
Personality assessments were different. They lit a light bulb. They gave teams shared language and an easy path to consistent, value-add reinforcement.
But existing tools were either too rigid, too clunky, or too smothered by black-box complexity and consultant dependency.
When we finally got to our, “I guess we gotta do it ourselves” moment, we found that the most validated psychology was sitting out in the open. We just needed to harness it and tailor it for maximum ease and impact in our world of small business.
We’re share more stories, philosophies, and rabbit hole dives on our Substack and X account, but we’re going to keep this site all-business.
Better maps give better understanding. Better understanding makes better teams. Better teams make better lives.
That simple. That’s why we built Tology.