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Clean language is the foundation of coaching work delivered by Genius Within, a non-profit company that provides assessment, coaching, training and HR consultancy for neurodifferent adults and their employers. Genius Within works with thousands of employed and unemployed clients each year as well as those who are incarcerated. Evaluation of clean language in coaching for neurodifferent clients has formed one doctoral thesis (Doyle, 2018) with a further study in progress. The method's utility in drawing out experiences of mastery is in line with self-efficacy theory (Bandura, 1997) and has been demonstrated to be particularly successful with this minority population (Doyle, 2021; Doyle & McDowall, 2015). The staff of Genius Within apply clean language fluently in a range of contexts, across multiple research activities, training and awareness initiatives, as well as workplace intervention programmes. In this chapter, two Genius Within employees who are also involved in academic research describe the use of a clean language interviewing (CLI) approach to evaluate a psychometric tool used in recruitment. The authors were commissioned by the test designer to identify the prevalence of implicit biases within the tool, which might constitute hidden barriers for neurodifferent applicants. The chapter is introduced with a brief history of neurodifferences and a contextual frame for the study, followed by outlining our process and results. We will conclude with proposals for the utility of CLI more broadly within neurodiversity as a method of facilitating innovation and dismantling socially constructed norms.

In this book the terms ‘clean language’ and ‘clean language interviewing’ are written using lower case, according to the convention of the American Psychological Association (sixth edition). ‘Clean language interviewing’ is sometimes abbreviated to CLI.

This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.

Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).

Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.

Data collected was cross sectional. Future research can use longitudinal data for better long term planning. Study can also be done in other emerging economies to determine how the financial sector characteristics for each country can be a source of difference from branding and investment standpoint.

Although consumer investment decisions are logically influenced largely by ROI, investors place savings and pensions into financial instruments largely managed by reliable corporate brands with solid reputation known as safe havens for hedging lifetime investments.

This study covers the research gap in brand power and the reputation of financial service institutions as well as the investment decisions of financial service investors in emerging Sub-Saharan African.