Transform Your Team into AI Champions

Learn a magician’s proven framework to transform AI skeptics into enthusiastic adopters using personality-based communication strategies.

When I returned to the stage of the Penn & Teller Theater for my second appearance on “Fool Us,” I deliberately acknowledged each person’s unique perspective. I turned to host Alyson Hannigan and acknowledged her desire to experience the wonder of the performance. I looked at Penn and Teller and recognized their need to analyze the method, even as they enjoyed the effect.

Then I created a moment that would serve everyone—catching their chosen card in midair, a feat that delivered technical precision for the master magicians while creating a genuine moment of astonishment for Alyson and the audience.

This ability to identify different personality types and address their specific needs is exactly what makes the difference when implementing AI in your organization. The success of any major technological change depends on how effectively you communicate with the varied personality types who will be using, approving, or affected by the new technology.

Why Most AI Implementations Fail Before They Begin

In my work with organizations from NASA to Fortune 500 companies, I've heard stories of brilliant strategies collapsing, not because the method was flawed, but because the communication approach alienated key stakeholders. Engineers fell asleep during inspirational vision presentations. Creative teams rebelled against data-heavy technical briefings. The same information presented to different groups yielded wildly different results.

This happens because we instinctively communicate about new technologies the way we would want to hear about them—not the way our audience needs to receive the information.

But what if you could read people instantly and adapt your approach to match exactly how they process information? What if you could speak the hidden language of each personality type in your organization?

The 30-Second Personality Assessment

During my keynote presentations, I demonstrate this principle through a seemingly simple card trick. I ask four different people to select cards, but I create completely different experiences for each participant. To the audience, it appears I'm doing the same trick four times. In reality, I'm showcasing how differently people respond to the same interaction based on their personality type.

The framework I use requires just 30 seconds of observation of two dimensions that are immediately apparent in any interaction. First, temperature: is the person open, engaged, and expressive (warm), or more reserved and measured in their reactions (cool)? Second, speed: does the person move and speak quickly, getting straight to the point (fast), or do they take their time, process methodically, and resist being rushed (slow)?

These two dimensions map perfectly onto the four suits in a deck of playing cards. Diamonds are fast and warm—energetic, enthusiastic, and social. Hearts are slow and warm—supportive, relationship-focused, and empathetic. Spades are fast and cool—direct, decisive, and results-oriented. Clubs are slow and cool—analytical, detail-oriented, and thorough.

Let me show you how understanding these types transforms how you communicate about AI to each one.

Diamonds ♦️: The Enthusiastic Visionaries

When I perform magic for audiences, Diamonds are easy to spot. They're the ones leaning forward, eyes wide, eager to be called on stage. During my demonstrations, the Diamond participant visibly enjoys being the center of attention, interacts energetically with everyone around them, and responds with emotional exuberance.

Diamonds approach AI the same way they approach everything else—with enthusiasm for possibilities and a desire for exciting change. They're less concerned with technical details and more focused on the transformative potential. They care about innovation, opportunities, recognition, and the big picture. When confronted with AI initiatives, they typically ask questions like "How will this change the game for us?" or "What exciting possibilities does this open up?"

To effectively communicate with Diamonds about AI, paint a vivid picture of the future AI will create. Use energetic language, visual examples, and engaging stories. Give them opportunities to be visible champions or early adopters. Make the AI initiative feel exciting and transformative. A message that resonates with a Diamond sounds like: "This AI platform is going to revolutionize how we engage with customers. I'd like you to be one of our AI ambassadors, showcasing the capabilities at next month's leadership summit. You'll be among the first to experience its full potential—people are going to be amazed at what you'll be able to demonstrate."

Avoid drowning Diamonds in technical specifications, focusing on limitations, or presenting AI as merely an incremental improvement. Never bore a Diamond with excessive details before capturing their imagination.

Spades ♠️: The Action-Oriented Drivers

When I call for volunteers during performances, Spades are often first to raise their hands. They make decisions quickly, want to be in control, and focus on outcomes rather than processes. During my card demonstrations, the Spade participant takes charge, makes clear choices, and appreciates when I acknowledge their decision-making power.

Spades approach AI with a results-oriented mindset. They want to know how it will improve performance, how quickly it can be implemented, and what competitive advantage it provides. They care about results, efficiency, competitive advantage, and control. Their typical questions sound like: "What's the bottom line?" "How quickly can we implement this?" or "What results can we expect?"

To communicate effectively with Spades about AI initiatives, focus on concrete outcomes and competitive advantages. Present clear options with decisive pros and cons. Give them decision-making power and control over aspects of the implementation. Show efficiency gains with specific metrics. A message that resonates with a Spade sounds like: "This AI solution will reduce processing time by 42% and provide real-time performance metrics that our competitors don't have. I need your decision on implementation approach by next Thursday to maintain our timeline. Here are three options, each with different advantages for our market position."

With Spades, avoid ambiguity, lengthy discussions without clear action items, removing their sense of control, or failing to emphasize results. Never leave a Spade without a clear next step or timeline.

Hearts ♥️: The Relationship-Focused Connectors

Hearts have a completely different focus during my performances. Rather than concentrating on the trick itself, they engage with the emotional dimension of the experience. When selecting a card, they enjoy incorporating personal elements—spelling out names of loved ones or creating connections between participants. They value how the experience makes people feel.

Hearts approach AI with primary concern for how it will affect people, relationships, and team dynamics. They need to understand the human element of technological change. Their concerns center around team impacts, supportive transitions, relationship effects, and emotional outcomes. They ask questions like: "How will this affect our people?" "Will teams get the support they need?" or "How will this change how we work together?"

When communicating with Hearts about AI initiatives, focus on human impact and relationship benefits. Tell stories of successful adoption experiences. Provide reassurance about transition support. Create collaborative implementation processes that strengthen team bonds. A message that resonates with a Heart sounds like: "This AI assistant will help our team spend less time on repetitive tasks and more time on the meaningful customer conversations everyone values. The marketing department has already implemented it, and they've found it actually brought their team closer as they supported each other through the learning process. We'll ensure everyone has a buddy to help them through the transition."

Avoid cold, impersonal presentations focused solely on business metrics with Hearts. Never rush them through decision-making without addressing people concerns or emotional impacts. During the pandemic pivot to virtual events, I discovered that what my audiences needed most wasn't technical wizardry but human connection. By refocusing my virtual shows to create moments of shared experience despite physical distance, I created my most successful two years ever. The Hearts in every organization understood this intuitively—the technology was just a means to a human end.

Clubs ♣️: The Analytical Evaluators

When I perform close-up magic, Clubs are fascinating to watch. While others react emotionally, Clubs observe analytically. They carefully examine the deck of cards, verify details, and mentally track every move. During my demonstrations, the Club participant needs to confirm everything is legitimate before proceeding, and they focus intensely on understanding the process.

Clubs approach AI with careful analysis and healthy skepticism. They want comprehensive information, evidence of effectiveness, and thorough understanding of implications before moving forward. They care about accuracy, thoroughness, logical processes, and potential issues. Their questions sound like: "Has this been thoroughly tested?" "What could go wrong?" "What's the evidence this works?" or "What are all the implications?"

To communicate effectively with Clubs about AI initiatives, provide detailed information and case studies. Allow ample time for analysis and questions. Walk through implementation processes step-by-step. Acknowledge potential challenges and explain mitigation strategies. A message that resonates with a Club sounds like: "I've prepared a comprehensive analysis of this AI system, including full documentation, testing results from our pilot program, and three case studies from similar implementations in our industry. I'd like to walk you through each aspect systematically, and I've scheduled additional time for your questions about any concerns you might have."

With Clubs, avoid oversimplification, pressure for quick decisions, vague assurances without evidence, or dismissing potential issues. Never rush a Club or they'll dig in their heels.

The Art of Multi-Mode Communication for AI Initiatives

Every organization contains all four personality types, often sitting in the same meetings about AI implementation. This creates the central challenge: how do you communicate effectively with everyone simultaneously?

The approach I've seen work most effectively starts with layering your communication. Instead of choosing one approach, address all types in sequence. A well-crafted AI implementation message might begin with a vision of transformation for Diamonds, quickly transition to key results and timelines for Spades, include specific examples of how people benefit for Hearts, and incorporate evidence and implementation details for Clubs.

Create different communication pathways recognizing that not everyone needs the same information at the same time. Prepare executive summaries and vision documents for Diamonds and Spades, detailed technical documentation for Clubs, and team impact assessments and transition guides for Hearts.

Consider strategic sequencing in the order you engage different personality types. Start with Spades to secure decision-making authority. Engage Diamonds to generate enthusiasm and momentum. Involve Hearts to facilitate team adoption. Work with Clubs to address implementation concerns thoroughly.

Leverage team-based approaches using the natural strengths of team members with different styles. Have a Diamond create excitement about possibilities. Let a Club develop detailed implementation plans. Engage a Heart to address team adoption concerns. Rely on a Spade to drive decisions and maintain momentum.

When COVID-19 forced me to pivot from in-person performances to virtual shows, I realized I needed to adapt not just my tricks, but my entire approach to different audience needs. By recognizing that Diamonds needed visual excitement, Spades wanted efficient experiences, Hearts craved connection, and Clubs wanted technical reliability, I created virtual performances that resonated across all personality types. The result was the most successful period in my 25-year career—during a global pandemic.

Method vs. Effect: The Secret to AI Communication Success

A fundamental principle in magic is the distinction between method (how the trick works) and effect (what the audience experiences). This applies perfectly to AI implementation. Different personality types focus on different aspects of AI. Clubs care deeply about methods (how AI works). Spades care about results (what AI achieves). Hearts care about effects on people (how AI makes people feel). Diamonds care about exciting possibilities (what AI makes possible).

Most technical teams make the mistake of focusing exclusively on methods. They meticulously explain how the AI functions, but fail to translate that into the effects that different stakeholders care about. This creates what I call the "juggler problem"—showcasing technical complexity rather than creating meaningful experiences. The key insight here is that people don't buy into methods; they buy into effects that matter to them. When you communicate about AI, focus less on how it works and more on what it creates for each personality type.

Closing the Perception Gap: Your Next Steps

The greatest obstacle to successful AI implementation is the perception gap between how different personality types process information about technology change. By recognizing the four personality types and adapting your communication strategy accordingly, you transform resistance into enthusiasm. You stop trying to convince everyone with the same approach and instead create tailored messages that resonate with each person's natural processing style.

To get started, try this exercise in your next AI planning meeting: Observe your team members through the lens of the four suits. Notice who speaks quickly, who asks detailed questions, who focuses on team impacts, and who gets excited about possibilities. Adapt your language and approach to address each person's primary concerns. After the meeting, create follow-up communications tailored to each type.

Remember, no personality type is better or worse than others—each brings valuable perspectives to AI implementation. Diamonds contribute vision and enthusiasm, Hearts ensure people remain central to the process, Spades drive action and results, and Clubs ensure thorough analysis and quality.

Just as I adapted my approach to fool Penn & Teller by understanding their perspective, you can transform your AI implementation by understanding the diverse perspectives within your organization. Success lies not in having perfect technology, but in creating perfect communication that speaks the hidden language of each personality type.

Make Your Team’s AI Resistance Disappear

Ready to transform how your team embraces AI? Let me help you identify the four personality types in your organization and create a communication strategy that turns resistance into enthusiasm.

Visit kostyakimlat.com/book-kostya to tell my team and me about your upcoming meeting and to start our conversation. I look forward to discussing how my Think Like A Magician™ methodology can help your organization achieve astonishing results with your AI initiatives.