THE PLATINUM RULE

Discover the Four Basic Business Personalities -

and How They Can Lead You To Success
TONY ALESSANDRA and MICHAEL O’CONNOR

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 The Platinum Rule - Page 1

MAIN IDEA
Everyone is already trying to treat others as they would like to be treated themselves. A sustainable competitive advantage
comes from knowing what clients, associates and staff really need, and delivering that on a consistent basis. That’s the platinum
rule in action. Success with other people --whether in a business environment or in your personal life -- depends on how well you
can respond to the individual needs of those people. The dividend comes in creating a strong web of rich relationships that lay the
foundation for a fuller and more successful career and life.

The platinum rule suggests there are four basic personality types:
1. Directors -- hard driving people focused on results and who get motivated by competition.
2. Socializers -- who gauge success by how much fun the group is having and whether everyone is participating.
3. Relaters -- who value stability, productive routine and teamwork most of all.
4. Thinkers -- who base everything on reason, logic and efficiency at the expense of spontaneity and fun.

None of the personality types are an ideal -- they all have their advantages and disadvantages. They key point is that to be most
productive, a different approach should be used with each type. And your own personality type should also be taken into account
in developing your career.

1. THE PLATINUM RULE AND THE FOUR BASIC BUSINESS PERSONALITY TYPES . . . . . . . . . . . . . . . . Pages 2 - 4
Most people are familiar with the golden rule: ‘‘Do unto others as you would have them do unto you.’’
The platinum rule states: ‘‘Do unto others as they’d like done unto them.’’
In other words, greater business and personal success will come if you’re willing to adjust your message
and your behavior to suit the personality type and goals of the person you’re trying to influence. That
means taking the time to analyze what will make the other person most comfortable, and then focusing
everything on delivering precisely those benefits.
The four basic business personalty types are:
1. The Director
2. The Socializer
3. The Relater
4. The Thinker
2. DIRECTORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
People with a Director type personality style are real assets to any company they work for. They will
consistently deliver impressive amounts of energy and effort in anything they undertake. Directors are
also decisive and result oriented, and always plan on making progress on sheer force of personality if
necessary. They live for competitive battles, and find endless motivation in outperforming a competitor.
Generally speaking, you’ll find the Director personality type easiest to spot because they’re the most open.
3. SOCIALIZERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6
Socializers are live wires - they can generate bundles of new ideas and infuse a company with zest and
fun. People with a Socializer personality get motivated by ideas and concepts much more than by facts
or issues. They also need ongoing shows of appreciation and recognition. They live for the chance to do
anything with flair and creativity. Used effectively, Socializers can inject the human element into company
operations quite well. They’re usually easy to spot because they’ll forever be hanging around and kicking
around ideas with a group of people.
4. RELATERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
People with a Relater personality style are easy to work with and easy to get along with. They often have
good ideas, but tend to prefer to avoid the limelight, and won’t aggressively put their ideas forward.
Relaters tend to listen more than they contribute, and place a high value on clarity and stability rather
than expansion. In essence, Relaters play a worthwhile role. They provide some continuity and warmth
in whatever they’re involved with. Relaters are generally low key and reasonably timid, which will
frequently be the keys to spotting them.
5. THINKERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
Thinkers are extremely valuable - they will provide high quality work with a diligence and sense of
commitment that is truly awe inspiring. Thinkers love logic and reason more than anything else. They feel
very uncomfortable with vagueness or big picture generalities, and thrive on building a framework of
details. Thinkers add some worthwhile balance to the world and to any company organization. They’re
probably the hardest personality type to spot as they tend to be low-key and introspective most often.

1.
THE PLATINUM RULE AND THE
FOUR BASIC BUSINESS PERSONALITY TYPES
Main Idea
Most people are familiar with the golden rule:
‘‘Do unto others as you would have them do unto you.’’
The platinum rule states:
‘‘Do unto others as they’d like done unto them.’’
In other words, greater business and personal success will come
if you’re willing to adjust your message and your behavior to suit
the personality type and goals of the person you’re trying to
influence. That means taking the time to analyze what will make
the other person most comfortable, and then focusing everything
on delivering precisely those benefits.
The four basic business personalty types are:
1. The Director
2. The Socializer
3. The Relater
4. The Thinker
Supporting Ideas
The platinum rule suggests the foundation of effective and
persuasive communication is to gear your message’s delivery
style to the personality of the listener. Thus, your message will
only be effective if you have correctly determined the
requirements of the person with whom you’re communicating.
The four basic business styles provides a framework around
which effectiveness can be enhanced. Each style is not a
judgment - they all have their strengths and weaknesses - but a
road map to productivity, and a potential competitive advantage
over someone who doesn’t take these factors into account in
their business dealings.
There is no "best" personality style. All four of the styles have
their advantages and disadvantages, and most successful
organizations are made up of a blend of people with all four
personality types.
In addition to using the four personality types to adapt your
presentation to the personality of your listener, insight into the
four personality types can also be used to improve your personal
effectiveness as a salesperson, as a manager or as an
employee. If you know what type of personality you have, you
can get ahead by becoming more adaptable, and by integrating
some of the best qualities of the other personality styles into your
own.
In fact, to use the platinum rule insights to expand your own
personality style:
1. Put yourself into new situations as frequently as possible
where you’re forced to do things differently.
2. Avoid jumping to conclusions about people and making snap
judgments based on the four personality types. Look beyond
the superficial exterior.
3. Allow, and even encourage, a little ambiguity. It can liberate
you from the mental ruts you might be in without even
realizing it.
4. Sharpen up your listening skills, and become an active
listener. It’s amazing how much you can learn just by really
listening carefully.
The Platinum Rule - Page 2
5. Develop a conscious habit to focus on the positives in people
you come into contact with instead of finding fault. You’ll be
more objective and more balanced that way.
The platinum rule is based on being sensitive to the emotional
needs of other people. You’ll always be able to achieve more in
your personal and business careers by cooperating with people
instead of battling against them. Understanding and allowing for
the differences that may exist between different personality
types will enhance and sustain increased productivity.
In the final analysis, your communication to any other person is
only going to be as good as your understanding of the person
with whom you’re communicating. If you understand where
they’re coming from and what they need a little better, both of
you will be more successful.
Key Thoughts
‘‘Employ the principles of the Platinum Rule to understand
yourself and others, to improve yourself and to seek to build
rapport with whomever you’re with. Distilled to its essence, the
Platinum Rule equates with "respect for others". It’s an attempt
to break down the "them" versus "us" mentality and concentrate
on the "us". It’s a potent tool for helping you meet the other
person’s needs and your own.’’
-- Tony Alessandra and Michael O’Connor
‘‘Your customers aren’t just part of your job, your customers are
your career.’’
-- Eric’s Law
‘‘So in the final analysis, working with groups all comes down to
suspending judgment, empathizing, trying to play to people’s
strengths and enriching people by adding to their natural talents.
The result, despite our differences, can be magnificent.’’
-- Tony Alessandra and Michael O’Connor
‘‘Remember it’s not uncommon to have personality traits that
span more than one style. In fact, most of us aren’t purely one
style. we’re blends, and our personal combination changes from
time to time, depending on the situation and who we’re with. Yet
most of us show one primary style most of the time. That style
is most evident when you’re most at ease, when you’re just
acting like yourself, when your mind seems as if it’s on automatic
pilot.’’
-- Tony Alessandra and Michael O’Connor
‘‘Practicing the platinum rule doesn’t fundamentally change you
or any other person. It empowers you by making you multilingual,
in a sense. Knowing how to listen and speak in the ‘‘language’’
of those around you is a delightful, useful tool that can be used
to resolve differences, maximize strengths and enjoy a fuller,
more successful life by better understanding yourself and the
people around you.’’
-- Tony Alessandra and Michael O’Connor
 The Platinum Rule - Page 3

Personality Description Key Greatest Greatest Greatest

Type Motivator Asset Failing Fear

Dominant, driving Action Accomplishments Can’t stand Being soft

types who always weakness in others
like to be in charge If something or To a Director, They prefer
1. Director and who always someone stands moving any Frustrated when dealing with
assume they alone between them and mountain that gets they come into practical problems
have all the correct their objectives, in the way is just contact with rather than people,
answers. they aren’t afraid standard operating people who aren’t and they’re into
to challenge the practice. They hard chargers efficiency and
Goal oriented, status quo. work hard, thrive themselves, and gadgets that
loves challenges, on controversy may tend to talk promote efficiency.
‘‘Move over and decisive, dominant Use control and and love to beat down to people
let’s get some and driving people. endurance to the odds. who have different
action here.’’ outlast others. priorities.

Expressive types Tossing around Great fun to hang Erratic. Not being liked.
who always seem new and creative around with.
to be in search of ideas. In addition to Since they value
2. Socializer an appreciative Enthusiasm, frequently approval more
audience, or in Constantly looking playfulness and speaking before than achievement,
creating a good for ways to make persuasiveness thinking all the they’re typical big
time for everyone work fun and to combine into an issues out, they picture advocates.
in the group. gain admiration atmosphere in have short All they’re really
and respect from which nobody is a attention spans. after is a little
Likes fun and fellow workers, stranger. They’re They love to start companionship
‘‘Let’s have a good creativity, likes to without going highly intuitive and new projects and and some
time as I keep you be wherever the overboard on mere love building then leave the meaningful
entertained.’’ action is at. achievements. consensus. details to others. recognition.

Friendly, Productive routine. Easy to get Timid. Change.

personable, easy along with.
going types who They value Their love of They hate giving
3. Relater never seem to be stability and They tend to be routine minimizes direct orders, and
overly motivated tranquillity and laid-back and the chance of will usually do so
nor overly worried hate having to modest about their conflicts arising. with an anecdote
about anything, make major achievements, but They are usually or illustration. They
and who like decisions. They love to look after reluctant about have a close circle
things to just keep love being part of all the details by new projects, of friends, and will
proceeding on an a winning team, developing set unassertive and always see a
‘‘Results are based even keel. and never make routines and sensitive to the project through to
on how many Slow and spur of the systems. needs of others. completion.
friends you have.’’ methodical. moment decisions.

Serious, analytical Reason and logic. High-quality work. Too critical. Irrationality.
types who worship
efficiency and They’re meticulous They study every Their tendency to They always want
4. Thinker good logic. They in putting the problem intensely over analyze and to gather all the
are very thorough, correct procedures until they feel well inability to think facts, specify the
very methodical in place so they organized enough quickly on their risks, calculate the
and disciplined as can objectively to know what is feet means they margins for error
they focus on the evaluate required to follow tend to miss out on and develop
details. everything with through on any creative or fall-back positions
discipline and new project. spontaneous before agreeing to
‘‘I’d rather be right Looking to make careful attention. breakthroughs. anything new.
than quick.’’ careful progress.
 The Platinum Rule - Page 4

Now, the question is how to get a quick read on somebody’s

Open

Relater Socializer

Indirect Direct
Thinker Director

Guarded

personality type so you can use that insight to your advantage.

There are two ways to determine personality types:
1. Using clues

Indirect Direct
Avoids risks Takes risks
Cautious decisions Swift decisions
Less assertive Expressive
Non-confrontational Confrontational
Easygoing, patient Impatient
Listens and asks Talks and tells
Reserved Outgoing
Keeps opinions private Offers opinions freely

2. Using the platinum grid

Open Guarded
1. Clues
Relaxed, warm Formal, proper
TheLikes
cluesopinions
come in three forms:
Favors facts
1. Relationship-oriented
Verbal Clues
Task-oriented
‘‘Does this
Shares person
feelings talk a lot?’’
readily Keeps feelings private
Extroverts:
Flexible Director,
about time Socializer Disciplined about time
The Director will tend to be a commanding personality, while
Feeling oriented
the Socializer Thinking
will be a showman and oriented
entertainer.
Spontaneous
Introverts: Relater, Thinker Prefers planning
Both won’t really reveal too much about themselves at first.
‘‘What are they saying, what vocabulary do they choose and
what priorities do they show?’’
Directors will speak more than they’ll listen, use emphatic,
decisive phrases and speak quickly and strongly.
Socializers will be less direct, talk more about people and
ideas than results and use more stories and jokes.
Relaters are warm and friendly and will talk more about
people, feelings and togetherness than anything else.
Thinkers like the idea of making logical progress, but they
want to do it in an unobtrusive, non-offensive way.
2. Vocal Clues
Not only what’s being said is a clue but the way it’s being said
also provides insights into the personality types.
 The Platinum Rule - Page 5

Directors will communicate forcefully, and in a tone of voice 2. The Platinum Grid
that somehow suggests they are talking own to you as a Determine which quadrant the person belongs in by asking two
subordinate. questions and using the grid:
Socializers will try to inject some entertainment value into Question #1: ‘‘Is this person more direct or indirect?’’
anything they say, and will use lots of voice inflections and
Question #2: ‘‘Is this person more open or guarded?’’
changes in pitch.
Relaters will generally speak in a steady, even tempered
manner but they will project warmth and sincerity as they
speak.
Thinkers will be very hard to read, since they don’t tend to
use much inflection at all. They frequently speak in a calm
monotone.
3. Visual Clues
Directors will give you a firm handshake, have strong eye
contact and use frequent, expansive gestures.
Socializers will also be expansive, but they will smile a lot
and will tend towards spontaneous touching gestures.
Relaters won’t have very strong eye contact at all, will have
gentle handshakes and generally move more slowly and be Using the grid, the personality types will be:
more retrained in their outward gestures.
Director . . . . . . . Direct, Guarded
Thinkers will comes across as poker faced - you won’t be
able to read anything into their facial expressions or Socializer . . . . . . Direct, Open
gestures. Thinkers will also avoid having to touch anyone Relater . . . . . . . Indirect, Open
else at all costs. Thinker . . . . . . . Indirect, Guarded

2. DIRECTORS
Main Idea
People with a Director type personality style are real assets to
any company they work for.
They will consistently deliver impressive amounts of energy and
effort in anything they undertake. Directors are also decisive and
result oriented, and always plan on making progress on sheer
force of personality if necessary. They live for competitive
battles, and find endless motivation in outperforming a
competitor.
Generally speaking, you’ll find the Director personality type
easiest to spot because they’re the most open.
Supporting Ideas
Negotiating with a Director
Directors consider win-win to be the equivalent of wishy-washy.
In any negotiation, they not only want to win, but want to be seen
to have won. Their shortcoming, generally, is they can get hung
up on one or two issues at the expense of the bigger picture.
Therefore, you have to structure business transactions with
Directors in a way they feel projects their success and
negotiating prowess. You’ll have to be prepared to concede on
a few points, but offset that by asking for additional concessions
of your own. If the Director considers your requests to be
insignificant, they’ll get approved without any great drama.
Working For or Selling to a Director
If you have a Director for a boss at work, or you’re in a sales
situation and you recognize your prospect has a Director style
personality, you should use these ideas:
Objective: To come across as efficient and competent.
Ideas:
Express support for the person’s goals and objectives
whenever possible.
Keep your relationship businesslike.
If you have to disagree with them on any point, base your
arguments on hard facts rather than feelings.
Being precise, efficient and well organized.
Having prepared a list of alternative actions they may want to
consider, along with an analysis of the advantages and
disadvantages of each alternative proposal.
Whenever you speak with them, come to the point quickly.
Don’t waste their time in idle chit chat.
Stress competitive results and growth opportunities, and
evaluate your input or presentation from this perspective
alone.
Becoming More Adaptable If You’re a Director
If you recognize yourself as a Director style personality, and
you’d like to become adaptable and versatile, you can:
Work at projecting a more relaxed image by setting
achievement goals with longer than normal lead times.
Focus on becoming more open to new ideas, even to the point
of listening patiently to other people.
Try to see things from other people’s perspectives more often,
and work on developing greater patience and increased
sensitivity to the people you work alongside.
Sincerely and genuinely offer compliments to other people for
the things they achieve.
The Platinum Rule - Page 6
Try and act more cautiously and less hastily than you would
normally be inclined to.
Try and identify with the group’s achievements rather than
focusing solely on what you do.
If You’re Building a Team
If you are in the process of building a work team involving people
of all different personality types, keep these ideas in mind:
You’d put a Director in charge of any team in which you need
quick, practical actions that will directly impact the bottom-line
results.
Directors tend to talk most at the beginning and end of
meetings, and may get frustrated by the lack of progress
during the middle parts.
Directors are highly efficient at developing agendas,
assigning tasks and following through.
Directors perform best when they’re focused on one big goal
involving an action that is more productive.
Groups put together by Directors will be small and tend to hold
short meetings on key decisions.
Decisions in groups lead by a Director will generally be made
unilaterally by the Director or by a vote - if the Director knows
he has the numbers.
To Most Effectively Employ a Director in Your Company
If you’d like to get the most out of an employee who has a Director
style personality type:
Motivate them by always being straightforward, giving them
some measure of control if possible and focusing on the
competitive battle at hand.
Compliment them by dwelling on their achievements and how
they’ve out performed their peers.
If you need to counsel them, stay focused on tasks more than
feelings, and get their input on how to achieve the desired
results.
If you need to correct them. outline the results that are
required and let them come up with ways to achieve it.
If you want to delegate to a Director, specify the bottom line
result that’s needed and then get the heck out of their way.
To nurture the careers of Directors, you need to provide
meaningful opportunities for them to apply their drive,
decisiveness and force of personality to bottom line results.
Director type personalities can be real assets to a company,
although others around them (including you) may sometimes
feel threatened by their strong personality traits.

3. SOCIALIZERS
Main Idea
Socializers are live wires - they can generate bundles of new
ideas and infuse a company with zest and fun.
People with a Socializer personality get motivated by ideas and
concepts much more than by facts or issues. They also need
ongoing shows of appreciation and recognition. They live for the
chance to do anything with flair and creativity.
Used effectively, Socializers can inject the human element into
company operations quite well. They’re usually easy to spot
because they’ll forever be hanging around and kicking around
ideas with a group of people.
Supporting Ideas
Negotiating with a Socializer
A Socializer primarily wants to inspire people and get them
interested in their ideas. Therefore, in any negotiation with a
Socializer, be prepared to spend lots of time on painting the big
picture.
Structure business transactions with Socializers to reinforce
their grand idea. Build into your price whatever it takes to deliver
on those promises, because money and logic will be secondary
issues. The key will be to have something that conveys to the
outside world what it is the Socializer has in mind.
Working For or Selling to a Socializer
If you have a Socializer as a boss to work for if you’re in a sales
situation and the person to whom you’re making a presentation
is a Socializer personality type, your chances of success can be
enhanced by:
Objective: To show interest in them.
Ideas:
Whenever and wherever possible, express your support for
their opinions, ideas and dreams.
Make any presentations upbeat, positive, stimulating and fast
paced rather than methodical.
Show tolerance for digressions from the topic at hand. Don’t
force the pace of a discussion or presentation, and allow other
possibilities to be considered.
Avoid arguments and confrontations at all costs. Socializers
particularly dislike any sort of disagreements.
Find ways to bring to the fore character traits such as
enthusiasm and spontaneity without becoming overly formal.
To get them to take action, outline the ways in which moving
ahead and taking action will enhance their image and visibility.
They like that idea.
Socializers generally hate to get bogged down in details.
Therefore, stay with the big picture and reassure them
someone else will be able to take care of the details later.
Becoming More Adaptable if You’re a Socializer
If you consider you exhibit the personality traits of a Socializer
and you’d like to become more adaptable and increasingly
versatile, you can:
Try and develop better time management procedures for your
own life.
Make a conscious effort to be more objective whenever
evaluating a new proposal.
The Platinum Rule - Page 7
Develop an effective system for following up on promises and
assignments you’ve accepted or that you’ve assigned to other
people.
Concentrate more on the particular task at hand rather than
checking if everyone is happy.
Tray and take a more logical approach to your life and your
career.
Spend more time organizing and following through with
others.
If You’re Building a Team
If you are in the process of building a work team involving people
of all different personality types, keep these ideas in mind:
Put a socializer in charge of a team where you’re trying to
provide optimism, or if you need some good humor to
negotiate through a ticklish situation.
Socializers will always keep meetings entertaining through
the frequent use of jokes and anecdotes.
Socializers will avoid controversial decisions and will use
flattery or compliments to attempt to persuade other team
members.
Socializers work best in situations where the objectives are
loosely defined and flexible.
Socializers like to work in large groups with everyone’s
opinions being heard.
Socializers will down play group divisions and will always
consider a compromise to be the best outcome of a group
decision.
Socializers will rarely ask a group to vote on anything but will
instead work at building a consensus decision.
To Most Effectively Employ a Socializer in Your Company
If you’d like to get the most out of an employee who has a
Socializer style personality type:
Motivate them by focusing on how much they have a chance
to shine while working alongside bright, talented people in a
work atmosphere that is great fun.
Compliment them by dwelling on how much others like
working with them, that they’re great fun to be with and their
charisma is very appealing to others.
If you need to counsel them, don’t be too direct. Allow them
time to approach any problem obliquely and in a low-key
manner.
If you need to correct them, don’t be vague. Specify what the
problem is directly and what action will be required. Double
check they understand you okay.
If you want to delegate to a Socializer, focus on the increased
attention and recognition any new project might generate for
them. Check in with them periodically to ensure progress is
being made.
To nurture the careers of Socializers, help them sort out their
own personal priorities. They like new concepts, and
sometimes they get disoriented by a number of new
opportunities being made available, so help them make some
decisions and get moving. And regularly follow up to check
they don’t get sidetracked thinking about other new concepts
and ideas.

4. RELATERS
Main Idea
People with a Relater personality style are easy to work with and
easy to get along with.
They often have good ideas, but tend to prefer to avoid the
limelight, and won’t aggressively put their ideas forward.
Relaters tend to listen more than they contribute, and place a
high value on clarity and stability rather than expansion.
In essence, Relaters play a worthwhile role. They provide some
continuity and warmth in whatever they’re involved with. Relaters
are generally low key and reasonably timid, which will frequently
be the keys to spotting them.
Supporting Ideas
Negotiating with a Relater
The Relater wants the world to be warm and fuzzy, and doesn’t
want to get into any contentious situations in carrying out a
negotiation. Be prepared to move slowly as possible towards a
win-win situation everyone feels honky-dory with.
Structure business transactions with Relaters as non
contentious deals which deliver clear benefits to both sides. Be
as low as you possibly can be on your price, but don’t go below
your actual minimum price as a Relater would hate to put you in
a bad long-term position anyway. Cater to his goals as the best
way to achieve your own.
Working For or Selling to a Relater
If you have a Relater for a boss at work, or you’re in a sales
situation and you recognize your prospect has a Relater style
personality, you should use these ideas:
Objective: To come across as warm and sincere.
Ideas:
Support their feelings at every possible opportunity by
expressing your personal interest.
Assume they may like to get to know you socially before they
feel comfortable about doing business with you, so look for
possible opportunities to meet in a social setting.
Give them time to build up feelings of trust in you and in your
personal judgment. Don’t expect them to trust you until
they’ve had time to get to know you better.
If you need to disagree with them, base your disagreement
mainly on how you feel. The facts will be not nearly as
important as your feelings on the matter, which will be of more
significance to them.
Move things along slowly and informally but steadily.
Whenever they’re expressing their feelings, show them you
are listening actively and taking into account everything they
say.
Provide reassurance that any risks will either be minimized or
handles as reasonably as possible given all the background
circumstances.
Becoming More Adaptable if You’re a Relater
If you consider you exhibit the personality traits of a Relater and
you’d like to become more adaptable and increasingly versatile,
you can:
Get used to sometimes having to say no to a project
suggested by someone else.
Find ways to take a few meaningful risks in your life or career.
The Platinum Rule - Page 8
Practice your delegation skills.
Accept the need for changes which are logical and make good
sense.
Try verbalizing your feelings more frequently to appropriate
people and in appropriate circumstances.
Look to finish some projects without spending an inordinate
amount of time worrying about how other people feel about it.
If You’re Building a Team
If you are in the process of building a work team involving people
of all different personality types, keep these ideas in mind:
You’d put a Relater in charge of any team if the objective is
to coordinate with others in a people-oriented and
production-oriented manner.
In meetings run by Relaters, they will naturally assume the
role of facilitator and ensure each team member understands
the perspective of all other team members.
Relaters prefer goals to be specific and able to be split into
parts and assigned to sub-groups.
Relaters will tend to use meetings to try and build a consensus
rather than to present information.
Relaters want everyone to agree with the decision, so they’ll
be prepared to work and rework the decision as long as is
required until a consensus can be reached.
To Most Effectively Employ a Relater in Your Company
If you’d like to get the most out of an employee who has a Relater
style personality type:
Motivate them by emphasizing what doesn’t change. Relaters
dislike change in general, and will feel most comfortable about
changing conditions if the rest of the team will be available to
sort out any wrinkles that may arise.
Compliment them by stressing their cooperativeness. Praise
their ability to get along with everyone else and your personal
appreciation of and dependence on them.
If you need to counsel a Relater, do so in a non threatening
environment, allowing lots of time to talk about their feelings
and the emotional implications.
If you need to correct a Relater, keep in mind how sensitive
they are. Focus on performance rather than personality
issues. Express your empathy for them.
If you want to delegate to a Relater, make a personal appeal
to their dedication. Set out exactly what needs to be done, and
point out how minimal the added burden will actually be.
To nurture the career of a Relater, you need to find ways to
get them to try something new and to take on new challenges.
They respond most readily to hands-on coaching at a slow,
comfortable pace.
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Summaries.Com

5. THINKERS
Main Idea
Thinkers are extremely valuable - they will provide high quality
work with a diligence and sense of commitment that is truly awe
inspiring.
Thinkers love logic and reason more than anything else. They
feel very uncomfortable with vagueness or big picture
generalities, and thrive on building a framework of details.
Thinkers add some worthwhile balance to the world and to any
company organization. They’re probably the hardest personality
type to spot as they tend to be low-key and introspective most
of the time.
Supporting Ideas
Negotiating with a Thinker
The thinker values facts, procedures and measurable progress
above warm and fuzzies or deep and lasting personal
relationships.
Structure business transactions along purely logical lines.
Provide oodles of background research to show you’ve
thoroughly considered the proposal from every conceivable
angle, and that your proposal represents the best value for
money. Therefore, it is the only logical choice for a rational
person.
Working For or Selling to a Thinker
If you have a Thinker for a boss at work, or you’re in a sales
situation and you recognize your prospect has a Thinker style
personality, you should use these ideas:
Objective: To come across as thorough and well prepared.
Ideas:
Show support for their preferred approach to business - an
organized, thoughtful approach.
Demonstrate your commitment by your actions, not just by
what you say.
Being detailed, accurate and logical in all written materials you
prepare for your boss or a prospect who is a Thinker.
Whenever you present a new idea, also present the
advantages and disadvantages clearly and decisively.
Look for ways to generate solid, tangible and meaningful
evidence of your proposal.
As far as possible, be certain you are adhering to established
procedures at all times. Straying from those will make any
thinker particularly uncomfortable.
Search out ways that you can provide them with an assurance
that if the decision later turns out to be wrong, it won’t come
back to haunt them.
Becoming More Adaptable if You’re a Thinker
If you consider you exhibit the personality traits of a Thinker and
you’d like to become more adaptable and increasingly versatile,
you can:
Try openly expressing your concern about and appreciation
of people who are close to you.
Find ways to initiate some new and interesting projects in your
personal or professional life.
Take the perspective established policies are really just
guidelines rather than inflexible laws.
The Platinum Rule - Page 9
Try and collaborate more often by seeking common ground
with new and different types of people.
Give yourself permission to use short-cuts and time savers in
appropriate situations.
Force yourself to make decisions in a timely fashion instead
of mulling over every decision endlessly.
If You’re Building a Team
If you are in the process of building a work team involving people
of all different personality types, keep these ideas in mind:
You’d put a Thinker in charge of any team which is process
oriented - in which a thorough, detailed and logical analysis
of all the options is required.
In a meeting run by a Thinker, he will prefer to observe the
others until he fully grasps the details and has thought through
the logic of what he’d like to contribute.
Thinkers will focus almost exclusively on the logic of any
solution rather than any people issues involved.
Thinkers prefer being in charge of a group which is pursuing
a single, quantifiable goal.
Thinkers look on group discussions as opportunities to gather
more facts to support a logical, rational decision.
Thinkers won’t bother voting on any issue because the logical
decision will become apparent to everyone once the pros and
cons are tallied up.
To Most Effectively Employ a Thinker in Your Company
If you’d like to get the most out of an employee who has a Thinker
style personality type:
Motivate them by explaining the logic behind anything as
precisely as possible. They thrive on being meticulously
organized and well prepared.
Compliment a Thinker by drawing attention to the quality of
their work, how well organized they are and the thoroughness
of the systems they’ve developed to follow through on or
execute an idea.
If you need to counsel a Thinker, do it in a low key way. Ask
questions, creating opportunities for them to give you the
information you require.
If you need to correct the, be very specific. Set deadlines,
outline the series of steps that will be required to deliver by
that deadline and allow them some room to further develop
things as you both move forward.
If you want to delegate to a Thinker, explain the logic behind
your decision and give them tangible facts and figures to work
with. Get into the details so they will see the new project as
achievable and realistic.
To nurture the careers of Thinkers, keep everything efficient
and logical. Above anything, thinkers like to make rational
choices, instead of working on vague hunches. Make certain
their perspective always gets a suitable amount of due
diligence in any decision making process, and encourage
them to let down their hair and relax a little more.