In 1971, Elias Porter introduced the SDI and Relationship Awareness Theory to the world. His theory focuses on personal strengths and their underlying motivations as the key to understanding people and improving relationships. The SDI is the practical application of the theory and was the first personality assessment to use colors. The SDI has been used on every continent and is available in over 25 languages.

The theory behind the SDI first began to take shape in the 1950s when Elias Porter was part of the team that introduced client-centered therapy and the human potential movement. Porter worked closely with Carl Rogers at the University of Chicago, where he began working with personality assessments and was a contributor Rogers’ client-centered concepts Porter’s earliest assessments were based on Erich Fromm’s descriptions of non-productive personalities, which were an advancement of Sigmund Freud’s concepts.

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    PSP Privacy Policy

    Privacy Statement

    This website is operated by Personal Strengths Canada Inc. (PSP Canada). We are committed to safeguarding our users’ privacy. We want to assure our users that www.corestrengths.ca will not willfully disclose any specific individual information about you to any third party unless you give us your express permission to do so. Our Privacy Policy is governed by the Personal Information Protection & Electronic Documents Act (PIPEDA) and the Canadian Anti-Spam Legislation (CASL).

    In accordance with CASL, we must offer all email recipients the option to block future emails from PSP Canada. If you would like to exercise this option, please send an email to info@personalstrengths.ca indicating that it is your preference not to receive any communications from any individual within the PSP Canada group of companies. We understand that by advising PSP Canada your email address will be added to a Do Not Send list and all emails originating from Personal Strengths Canada Inc. will be blocked including those related to any engagements or ongoing work that PSP Canada might be completing on your behalf. To reverse your request you must contact Personal Strengths Canada Inc. at info@personalstrengths.ca and notify us of the change.

    Please read this Privacy Policy (“Policy”) for an explanation of how we treat your personal information. By using www.corestrengths.ca you consent to the collection and use of personal information as outlined in this Policy. If you do not agree to this Policy, please do not use our site. If we make any material changes to the Policy, those changes are posted here so that you are always aware of what personal information is collected, how that information is used, and under what circumstances that information may be disclosed. Since this Policy may change from time to time, please check back periodically. Your continued use of www.corestrengths.ca following the posting of changes to the Policy signals your acceptance of such changes.

    If you have any questions or comments regarding this Policy, please contact info.@personalstrengths.ca

    Table of Contents

    1. The organization collecting the information
    2. The types of information gathered and tracked
    3. How the information is used
    4. The use and distribution of information
    5. Security procedures to ensure data integrity
    6. Online Facilitation System

    The organization collecting the information

    Corestrengths.ca is operated by Personal Strengths Canada, Inc. (PSP Canada). PSP Canada is located at Suite 5600 – 100 King Street West, Toronto ON M5X 1C9 and Suite 204 – 575 Osprey Avenue, Kelowna, BC V1Y 5A7. Email info@personalstrengths.ca or call 1.888.927.7347 for more information.

    The types of information gathered and tracked

    Corestrengths.ca does not collect personally identifiable information through the web site unless you provide that information during a registration process for various services that are accessed through the site (e.g. Articles, Certification, Downloads, Newsletters, Shopping Cart purchases on https://store.personalstrengths.ca, surveys, message boards/forums, etc.). Information required to access such features may vary but will typically include your first and last name; address including city, province, postal code and country; and e-mail address; and, in the case of making purchases, a credit card number, expiration date and CCV code. Credit Card information is not stored.

    You may also be requested to provide a username and password for certain features. Corestrengths.ca maintains all of the personal information submitted in secured servers behind corporate firewalls.

    How the information is used

    Under no circumstances does PSP Canada divulge any information about an individual user to a third party. Information PSP Canada gathers through aggregated tracking information derived mainly by tallying page views throughout the site. This information allows us to better tailor our content to users’ needs.

    Corestrengths.ca uses “cookie” technology. Such technology is an industry standard and is used by most major Web sites. Corestrengths.ca never uses cookies to retrieve information from your computer that was not originally sent in a cookie. In order to effectively use the site and some of its features your browser must accept cookies.

    Corestrengths.ca tracks certain general usage pattern information, including what pages people visit and how long they have been registered users. Corestrengths.ca may log users’ IP addresses (the group of four numbers separated by periods, such as, that identifies a particular host computer) for the purposes of system administration, site tracking and reporting of aggregate usage information to our marketing and product development teams.

    Corestrengths.ca users can choose to electronically forward a link, page, or documents to someone else by clicking “e-mail this to a friend”. The user must provide their email address, as well as that of the recipient. This information is used only in the case of transmission errors and, of course, to let the recipient know who sent the email. The information is not used for any other purpose.

    The use and distribution of information

    PSP Canada will never give out any information linking a user’s real name to a screen name or any other information that a user supplies unless the user authorize us to do so, or unless required to do so by law. We give users options wherever necessary and practical. Such choices include opting not to register to receive our electronic newsletters and opting not to participate in certain interactive areas, which completely alleviates the need to gather any personally identifiable information from our users.

    Security procedures to ensure data integrity

    PSP Canada has security measures in place to protect against the loss, misuse and alteration of the information under its control. The servers for Corestrengths.ca are stored in a physically secure and climate controlled off-site facility. Beyond the physical protection of the servers, we protect against data loss by regularly backing up data, performing consistency checks with independently recorded log files to prevent tampering, and restricting access to information on our servers via several user authentication technologies.

    Our site uses SSL or “Secure Sockets Layer”, an industry standard security protocol. When you register for an event on the site and your credit card information is transmitted, you will connect with our secure server. SSL sends your browser information that encrypts your order, changing all the information that you send back into a code that is secure and encoded.

    It is important to remember that whatever you transmit or disclose online can be collected and used by others or unlawfully intercepted by third parties. No data transmission over the Internet can be guaranteed to be 100% secure. While we strive to protect your personal information, we cannot warrant the security of any information you transmit to us. In addition, we may disclose information to law enforcement or other government officials if we determine such disclosure to be appropriate, or if we are compelled to disclose it by court order or operation of law.

    Any information voluntarily disclosed by users and posted on our site (on message boards and/or in chat areas) may be viewed and used by others. If users post personal information that is accessible to the public online, the user does so at his or her own risk. Users accept that they may receive unsolicited messages from other parties in return.

    Online Facilitation System

    PSP Canada complies with the EU Safe Harbor framework regarding the collection, use, and retention of data from the European Union. Upon request and within 30 days, PSP Canada will grant individuals reasonable access to personal information that it holds about them. In addition, PSP Canada will take reasonable steps to permit individuals to correct, amend, or delete information that is demonstrated to be inaccurate or incomplete. Please contact info@personalstrengths.ca to change your personal information gathered on the site.

    Copyrights & Trademarks


    All publications of Personal Strengths Publishing, Inc. (PSP) are protected by copyright law with all rights reserved. They may not be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, in whole or in part, without the express written permission of the copyright owner, Personal Strengths Publishing, Inc. This applies to our instruments, charts, manuals, books and all other publications.

    No modifications, translations, or special versions may be made without our prior written permission.


    PSP’s trademarks are valuable intellectual property. The company protects these assets and pursues instances of infringement. PSP’s trademarks and trade names may not be used without our express written consent, except as follows:

    Conditional permission is granted to use certain trademarks of PSP for the purpose of correctly identifying PSP as the owner and exclusive source when publicizing in-house presentations, courses, seminars or workshops. The ownership of the trademark must be acknowledged on the page where the trademark appears, as shown in the following example:

    Identify your strengths in a Strength Deployment Inventory® workshop to be held on July 15th.

    Strength Deployment Inventory is a registered trademark of Personal Strengths Publishing, Inc.

    Note that the above conditional permission does not apply to our logo, which is used exclusively by Personal Strengths Publishing, Inc. and Personal Strengths international offices.

    List of Trademarks

    The following is a partial list of trademarks owned by PSP. Any questions concerning these trademarks or whether a trademark that does not appear on this list is a trademark of PSP should be addressed to PSP. Contact information is provided below.

    • Arrow Dynamics™
    • Beyond Behavior Into Motivation™
    • Conflict Sequence™
    • CoreStrengths™
    • Expectations Edition®
    • Feedback Edition®
    • Have a Nice Conflict™ with logo
    • Motivational Values™
    • Motivational Value System™
    • Overdone Strengths Portrait™
    • Personal Strengths Publishing®
    • Relationship Awareness®
    • Strength Deployment Inventory®
    • SDI®
    • SDI Triangle(Charting Triangle)®
    • Strengths Portrait™
    • TotalSDI.com™

    Permission Requests

    Permission requests concerning PSP’s copyrights and trademarks should be detailed in writing and submitted to PSP. Please allow sufficient time for our review. Contact information is provided below.

    Reward Offered

    PSP offers a reward for any information leading to recovery of damages due to copyright or trademark infringement. Contact information is provided below.

    Contact Information

    PSP, Inc.
    Suite 250 – 2701 Loker Avenue West
    Carlsbad, CA 92010

    Email: admin@personalstrengths.com

    Tel: 1.760.602.0086