The development of the Intelligent Behaviour Analytics® (IBA) framework

The IBA framework was built to help each person achieve their very best in the short life we all have on this planet so that we each have every opportunity to maximise our unique potential. With essential self-understanding and understanding of others, we can build on our own sense of self-acceptance and gain the capability, attitude and behaviours that increase confidence and resilience levels.


The information shown below is a summary of the key texts that have helped steer the theoretical and practical development of the IBA framework over a period of nearly 4 decades. The different texts reflect the wide range of stimuli which, crucially, explore the very best, and yet also take into account the worst of human behaviours. The timeline is an overview and therefore is not intended as an exhaustive commentary.

Professor Adam Crizzle 

(IBA® Founding Developer)

Idea Generation Stage


Tom Martin

The idea of Intelligent Behaviour Analytics® (IBA) was inspired by Tom Martin.  Tom was in the British Military Police during WW2 and had been on the front line with the allies as they entered Berlin in 1945.


The combination of losing family members to basic health conditions because they could not afford a doctor in the 1930’s – this was before the NHS was founded in 1948 – plus his personal experiences of the way people behaved during WW2 led Tom to ask some key questions. Firstly, Tom thought that there had to be a clearly defined reason for the bias people showed against others when they felt threatened. Secondly, Tom wondered why, throughout history, some individuals felt it necessary to identify a scapegoat as the reason to justify their objectives. So, in Tom’s world, for example, why and how Nazi ideology was successful in fabricating a story which presented the Jewish race as the cause for Germany’s difficulties in the 1930’s.


Tom maintained that


“Human beings are inconsistent. They are a mixing bowl of violence, beauty, science and faith. Everyone has a different way of looking at the world.”


Development Stage - Phase 1



The Analects by the Chinese philosopher and politician Confucius (551 BC – 479 BC)


Sun Tzu

The Art of War by the Chinese general, military strategist, writer, and philosopher Sun Tzu (554 BC – 496 BC).


Marcus Aurelius

Meditations by the Roman emperor and Stoic philosopher Marcus Aurelius (121 – 180).


Niccolò Machiavelli.

The Prince by the Italian diplomat, author, philosopher and historian Niccolò Machiavelli (1469 – 1527)


Carl von Clausewitz

On War (a major work on the philosophy of war) by the Prussian general and military theorist Carl von Clausewitz (1780-1831).


Napoleon Bonaparte

French military and political leader Napoleon Bonaparte (1769-1821).

  • Whilst Napoleon was one of the world’s great strategists and tacticians, unlike Sun Tzu or Carl von Clausewitz, Napoleon never wrote a unified essay on his military philosophy.
  • Jay Luvaas (1927 – 2009), the American military historian spent over three decades pouring through the thirty-two volumes of Napoleon’s correspondence and arranged them into seamless essays. This resulted in Napoleon on the Art of War.

Tom Martin dies


Albert Ellis

American psychologist and psychotherapist Albert Ellis (1913 – 2007).


Development Stage - Phase 2


Four Rooms

There is an Indian proverb that says


Everyone is a house with four rooms, a physical, a mental, an emotional and a spiritual. Most of us tend to live in one room most of the time but, unless we go into every room every day, even if only to keep it aired, we are not a complete person.


This proverb becomes the foundation of the IBA framework.


William Moulton Marston

The 1927 book Emotions of Normal People by the American American psychologist, inventor and comic book writer William Moulton Marston (1893 – 1947).


François-André Danican Philidor

Published in 1749, Analyse du jeu des échecs (Analysis of the Game of Chess) by the French composer and chess player François-André Danican Philidor (1726 – 1795).


Claude Elwood Shannon

Programming a Computer for Playing Chess (Philosophical Magazine, Ser.7, Vol. 41, No. 314 – March 1950) by American mathematician, electrical engineer, and cryptographer Claude Elwood Shannon (1916 – 2001).

  • The Shannon Number which is is a conservative lower bound of the game-tree complexity of chess of 10120 becomes a core component of the IBA framework.

Elisabeth Kübler-Ross

The 1969 book On Death and Dying by the Swiss-American psychiatrist Elisabeth Kübler-Ross (1926 – 2004).

William Edwards Deming

The 1982 book Out of Crisis by the American engineer, statistician, professor, author, lecturer, and management consultant  William Edwards Deming (1900 – 1993).


Development Stage - Phase 3

Twenty years after the death of Tom Martin, Hillcroft House Research Hub is created with a mission to take Tom’s ideas and develop and transform them into a comprehensive framework, fusing Eastern and Western and Ancient and Modern thinking.


The Dark Triad of personality

The Dark Triad of personality: Narcissism, Machiavellianism and psychopathy (2002) by Delroy L Paulus and Kevin M Williams Journal of Research in Personality, 36(6), 556–563 is added to the framework structure


Samuel Roland Hall

The 1921 book The Advertising Handbook by the American Advertising Counselor Samuel Roland Hall  (1876 – 1942).


Milton Hyland Erickson

The Letters of Milton H. Erickson v1 by the American psychiatrist and psychologist Milton H. Erickson (1901 – 1980).


Iain McGilchrist

The 2009 book The Master and His Emissary: The Divided Brain and the Making of the Western World  by the psychiatrist, writer, and former Oxford literary scholar Iain McGilchrist (born 1953).


Paul Coulter - Roundabout Theory

Consultant Physician and General Practitioner Paul Coulter develops the Roundabout Theory which is embedded as a core component  into the IBA framework.


Narinder Kapur

Consultant Neuropsychologist Narinder Kapur.

  • Following case histories of victimised NHS staff covered in, Kapur’s work The effects of going through an unfair suspension or dismissal process on various domains of well-being, depending on the severity of the impact is embedded as a core component of the IBA framework.

Introduction Stage


Prototype IBA Behaviour & Emotions Report

The first Prototype IBA Behaviours and Emotions Report is used by psychotherapist Ryan Marcovich. In the same year it is launched and available for one-to-one Executive and Life Coaching support.


The IBA Brand

Thirty eight years after the initial concept was developed, the IBA brand is trademarked. The product is developed as is a multi-layered unique framework designed to enhance self-understanding and understanding of others.


TES ‘Wellbeing Initiative of the Year’

Bablake Junior School take part in a Birmingham City University IBA® pilot programme. The programme is led by Deputy Head, Lorrian Holder and in 2019, the school goes on to be shortlisted in the category of ‘Wellbeing Initiative of the Year’ by the Times Educational Supplement (TES) Independent School Awards.


Birmingham City University

First MSc incorporating the IBA framework is delivered to International students in the School of Nursing and Midwifery within the Faculty of Health, Education and Life Sciences at Birmingham City University.


Royal Birmingham Conservatoire

A collaboration between the Royal Birmingham Conservatoire and the Faculty of Health, Education and Life Sciences at Birmingham City University, leads to the design of a bespoke health and well-being programme by Katharine Lam for Conservatoire students. Click here to read the report


The success of the programme results in it being selected as a case study for the Healthy Conservatoires Network


COVID-19 and Online Teaching

The COVID-19 pandemic forces teaching online and a rapidly re-designed MSc Module based around bite sized teaching and activity-based videos is developed. Student feedback throughout remained at similar levels as seen when the module was taught in the classroom.

Click here to read the Birmingham City University Poster that was presented at the 2021 MQ Science Summit


Holistic Leaders in Healthcare

Components from the Royal Birmingham Conservatoire Health and Wellbeing Programme are embedded within the MSc Healthcare Leadership Module to help Healthcare professionals become effective holistic leaders.


This is a significant step to show what the ‘ARTS’  brings to leadership.



The teachings of the Greek Stoic philosopher Epictetus (55 – 135).

  • As far as it is known, Epictetus did not write anything himself.
  • The teachings of Epictetus were transmitted by Arrian (c. 86 – c. 160) his pupil.
  • In two works: Discourses, of which four books are extant; and the Encheiridion, or Manual, a condensed aphoristic version of the main doctrines.

itse version 1

Some elements – but not all – of the IBA methodology are built into version 1 of the itse software. In Finnish itse means ‘Self or Oneself’ and in Estonian it means ‘The conscious mind’.


The itse version 1 report is incorporated into the Royal Birmingham Conservatoire Health and Wellbeing Programme and the MSc Module.


The state of leadership in the health sector

The landmark independent 2022 report into health and social care leadership led by General Sir Gordon Messenger and Dame Linda Pollard is published.


The UK Government is focussed on the biggest shake-up in health and social care leadership in a generation to improve patient care.


STEM to STEAM 2022 Leadership Conference

In response to the landmark independent 2022 report into health and social care leadership led by General Sir Gordon Messenger and Dame Linda Pollard, Birmingham City University design a conference titled STEM to STEAM 2022 to review how NHS Leadership can be enhanced by drawing upon the holistic qualities that the ‘Arts’ bring to leadership provision.


STEM to STEAM 2023 Healthcare Conference


The 2023 conference is the second in the STEM to STEAM series. Building upon our 2022 conference, this event has been designed to review how NHS Organisational Culture can be enhanced by taking a holistic approach that looks at the whole person, not just their mental health needs.


itse version 2

itse version 2 software to be launched as interactive software


itse version 3

itse version 3 software to be launched. It will offer 7.9 billion report variations (or whatever the global population will be at the time of launch) i.e. each user receives a personalised report which is unique to them.