Guy Thornton Of PsychometricTests On How To Use Digital Transformation To Take Your Company To The Next Level

An Interview With Cynthia Corsetti

Enhanced Customization

Companies can utilize AI to create highly customized user experiences in virtually any industry. For instance, by analysing individual performance data, our platform customizes practice questions to improve areas of weakness effectively. This personalized approach not only enhances user satisfaction but also boosts their performance.

Digital transformation has become a crucial component for businesses striving to stay competitive and relevant in today’s rapidly evolving landscape. As technology continues to shape industries and redefine business models, companies must adapt and leverage digital tools and strategies to unlock new opportunities for growth and innovation. In this interview series, we aim to explore various aspects of digital transformation, including best practices, challenges, success stories, and expert insights. We are talking to thought leaders, industry experts, entrepreneurs, technology innovators, and executives who have firsthand experience in driving digital transformation initiatives within their organizations. As part of this series, we had the pleasure of interviewing Guy Thornton.

Guy Thornton is the founder of, leveraging his extensive background in digital marketing to create innovative tools that help job seekers excel in their career pursuits. He believes passionately that while much emphasis is placed on earning qualifications, not enough is dedicated to mastering the skills necessary to secure those dream jobs. Through his platform, Guy provides resources and guidance to enhance job application success, empowering users to bridge the gap between education and employment.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

During my early career, I consistently struggled with the aptitude testing stage of the hiring process, often missing out on job opportunities that I felt were within my reach. This recurring frustration, coupled with a noticeable lack of effective practice resources, drove me to create I wanted to ensure that others would not have to go through the same struggles too.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘takeaways’ you learned from that?

During a particularly important investor meeting, I may or may not have accidentally had my fantasy football team on one of my screens. Needless to say, when it came to presenting and sharing my screen, they got quite the eyeful of my latest line-up! It did at least break the ice!

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped get you to where you are? Can you share a story?

Absolutely, my CEO during my marketing days at Found, Tina Judic. She was phenomenal in showing me the ropes and the importance of networking within the industry. Jane’s encouragement to focus on what truly motivates me led me directly to start my own company. I owe a lot of my success to her guidance and unwavering support.

Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

Yes, the film “Moneyball” really resonated with me. It’s about using data to build a competitive sports team, which parallels using data to help job seekers improve their chances. The idea that unconventional methods can challenge traditional norms and lead to success has heavily influenced how I approach business and innovation.

Are you working on any new, exciting projects now? How do you think that might help people?

We’re currently developing a new AI-driven feature that customizes test preparation based on an individual’s performance data. It’s designed to identify weaknesses and adaptively offer practice questions to improve those areas. I believe this will make preparation more efficient and vastly improve outcomes for users.

Thank you for all that. Let’s now turn to the main focus of our discussion about Digital Transformation. Digital transformation can mean many things to many people, from your perspective, how do you define digital transformation in your industry?

To me, digital transformation in psychometric testing means making the preparation process as personalized and accessible as possible. It involves using data analytics and AI to tailor resources to fit individual needs, thereby making study sessions more effective and user-friendly.

Which companies can most benefit from a Digital Transformation?

Educational tech companies, recruitment agencies, and large corporations with internal training programs stand to gain the most. These entities can leverage digital tools to streamline processes, enhance learning outcomes, and ultimately, optimize their operations.

Has integrating Digital Transformation been a challenging process for some companies? What are the challenges? How do you help resolve them?

The main challenges include resistance to change, the cost of new technologies, and training staff to use these technologies effectively. We help by providing step-by-step guidance on implementing tech solutions and demonstrating the long-term benefits of overcoming hesitancy.

Based on your experience and success, what are “Five Ways a Company Can Use Digital Transformation To Take It To The Next Level”?

Enhanced Customization

Companies can utilize AI to create highly customized user experiences in virtually any industry. For instance, by analysing individual performance data, our platform customizes practice questions to improve areas of weakness effectively. This personalized approach not only enhances user satisfaction but also boosts their performance.


We prioritize efficiency by automating as many repetitive tasks as possible to streamline our operations and minimize human error. A key area of automation has been our invoicing process. Previously, handling invoices was a cumbersome weekly task, especially because we deal with clients in various currencies across the globe. By implementing new systems, we have reduced the time spent on invoicing from over a week to under 30 minutes.

Remote Collaboration

While we value face-to-face interactions, many of our team also have a passion for the beach and the flexibility of working remotely! Thanks to collaboration tools, we’ve seamlessly integrated remote working into our daily operations, allowing us to enjoy the best of both worlds.

Data Utilization

We have recently increased our data utilization when it comes to people analytics, ensuring our team’s skills better match their job roles. By implementing our analytics platform, we identified essential competencies for each position, which improved our hiring process and reduced employee turnover.

Continuous Learning

We are committed to keeping our employees at the forefront of industry developments through continuous digital training. To facilitate this, we have developed a series of concise micro-learning modules and encourage our team to invest an hour each week into these trainings. This initiative ensures that everyone stays sharp and informed about the latest trends and techniques in our field.

In your opinion, how can companies best create a “culture of innovation” in order to create new competitive advantages?

It’s about creating an environment where new ideas are welcomed and experimentation is encouraged. Regular brainstorming sessions, incentivizing innovative ideas, and providing a safe space for failure are key strategies.

Can you please give us your favourite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Absolutely, it’s “Fortune favours the bold.” This has always reminded me to take decisive actions and not shy away from challenging decisions in both my personal and professional life.

How can our readers further follow your work?

They can visit and follow us on LinkedIn for updates.

Thank you so much for sharing these important insights. We wish you continued success and good health!

About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.