The Platinum Rule: Discover the Four Basic Business Personalities--And How They Can Lead You to Success [Hardcover]

Tony Alessandra (Author), Michael J. O'Connor (Author)

Book Description

Publication Date: January 1996

Identifying four basic types of employees--Directors, Socializers, Relaters, and Thinkers--two business experts show how to respond to the specific needs of those workers and in that way achieve a greatly improved bottom line.

Editorial Reviews

From Publishers Weekly

The Golden Rule is limiting in one sense, say Alessandra and O'Connor, who last collaborated on People Smarts, because it assumes all human beings are alike. The authors propose instead a Platinum Rule, "Do unto others as they'd like done unto them," and concentrate on how to read people better so as to use the rule to succeed in business and industry. At the start, they posit four behavioral styles: directors, who are forceful, competitive, decisive; socializers, who are outgoing, optimistic, gregarious; relaters, who are genial, stable, eager to please; and thinkers, who are self-controlled, cautious, analytical rather than emotional. The book continues with a checklist so readers can determine their own personality types and then advises learning to identify and adapt to the styles (or combinations of the styles) of others so as to advance, whether in peer groups, management, sales or interactions with other businesses. The book is simple, but it may help those who want to increase their sensitivity to others and their power to communicate. Author tour.
Copyright 1996 Reed Business Information, Inc.

From Library Journal

Two veterans of the motivational chalk-talk circuit demonstrate how managers can better direct underlings by identifying their basic personality types.
Copyright 1996 Reed Business Information, Inc.

See all Editorial Reviews

Product Details

• Hardcover: 291 pages
• Publisher: Warner Books; 1ST edition (January 1996)
• Language: English
• ISBN-10: 0446519707
• ISBN-13: 978-0446519700
• Product Dimensions: 9.1 x 6.1 x 1.6 inches
• Shipping Weight: 3.4 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (32 customer reviews)
• Amazon Best Sellers Rank: #147,315 in Books (See Top 100 in Books)

More About the Author

Dr. Tony Alessandra has a street-wise, college-smart perspective on business, having been raised in the housing projects of NYC to eventually realizing success as a graduate professor of marketing, entrepreneur, business author, and hall-of-fame keynote speaker. He earned a BBA from the Univ. of Notre Dame, an MBA from the Univ. of Connecticut and his PhD in marketing from Georgia State University.

In addition to being president of Assessment Business Center, a company that offers online 360º assessments, Tony is also a founding partner in The Cyrano Group and Platinum Rule Group--companies which have successfully combined cutting-edge technology and proven psychology to give salespeople the ability to build and maintain positive relationships with hundreds of clients and prospects.

Dr. Alessandra is a prolific author with 27 books translated into over 50 foreign language editions, including the newly revised, best selling The NEW Art of Managing People (Free Press/Simon & Schuster, 2008); Charisma (Warner Books, 1998); The Platinum Rule (Warner Books, 1996); Collaborative Selling (John Wiley & Sons, 1993); and Communicating at Work (Fireside/Simon & Schuster, 1993). He is featured in over 50 audio/video programs and films, including Relationship Strategies (American Media); The Dynamics of Effective Listening (Nightingale-Conant); and Non-Manipulative Selling (Walt Disney). He is also the originator of the internationally-recognized behavioral style assessment tool - The Platinum Rule®.

Recognized by Meetings & Conventions Magazine as "one of America's most electrifying speakers," Dr. Alessandra was inducted into the Speakers Hall of Fame in 1985. In 2009 and 2010, he was inducted as one of the "Legends of the Speaking Profession" and in 2010 and 2011 he was selected as one of the Top 5 Marketing Speakers by Speaking.com. Tony's polished style, powerful message, and proven ability as a consummate business strategist consistently earn rave reviews and loyal clients.

Contact information for Dr. Tony Alessandra:
* Dr. Tony's Products: http://www.alessandra.com/products/index.asp
* Keynote Speeches: Holli Catchpole: Phone: [phone] ● Email: [e-mail]
* Corporate Training: Scott Zimmerman: Phone: [phone] x2 ● Email: [e-mail]
* Cyrano CRM System: Scott Zimmerman: Phone: [phone] x2 ● Email: [e-mail]

Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

5.0 out of 5 stars "It's about you, not me", April 26, 2006

By 

Philip Hamilton (Austin, TX USA) - See all my reviews
(REAL NAME)   

This review is from: The Platinum Rule: Discover the Four Basic Business Personalities and How They Can Lead You to Success (Paperback)

The premise is simple: "Do unto others as they'd like done unto them."

The classic "Golden Rule" involves a perspective bias, the implicit selfishness of which can and will wreck your interactions with others. Even if you think you have the very best intentions, you'll unwittingly sabotage your objectives. By learning and applying the "Platinum Rule," you'll greatly improve the quality and effectiveness of your interactions with others.

So, how do you know what others would like do unto them? Ask them! Seriously, that's of course a necessary part, but the authors give very thorough treatment of the subject so the reader will know how to step into the worlds of others. They describe and discuss the four basic personality types and impart valuable knowledge about numerous blends of multiple types:

* Directors
* Relaters
* Socializers
* Thinkers

The book features twelve chapters:

1. Has the Golden Rule Lost its Glitter?
2. Getting to Know the Four Basic Styles
3. How to Tell Where You Fit In
4. The Key to Getting a Quick Handle on Anybody
5. How the Read the Mixed Styles
6. Coping Productively with the Other Styles
7. How to Adapt to Anyone...and Retain Your Own Identity
8. Using Individual Differences to Bring Out the Best in Groups
9. Creating a High-Performance Leadership Style
10. How to Sell by Style
11. Providing Service with Style
12. Changing the Rest of Your Life by Creating Positive Relationships

Each is excellent. Two quick examples of things that particularly resonated with me:

* Great discussion and example of the meaning and importance of adaptability (Ch. 7, pp. 131-133)
* Striking example and analysis of a sales environment and the ramifications of not fitting your sales style to the customer

This book is easy to read, practical, and powerful. I think everybody would benefit from reading and therefore highly recommend it to anyone.

9 of 9 people found the following review helpful:

5.0 out of 5 stars The golden rule... to the next level, March 20, 2001

By 

John K. Reed (Harrisburg, PA United States) - See all my reviews
(REAL NAME)   

This review is from: The Platinum Rule: Discover the Four Basic Business Personalities and How They Can Lead You to Success (Paperback)

The basic premise is that you should treat others not as you would want to be treated but how THEY would like to be treated. And the manner of treatment that they prefer may differ drastically from the manner of treatment that you may like. This is so obvious in its' simplicity I had to kick myself for not thinking of it on my own.

Now the real key is the ability to identify the differing personality types. The book has a very straightforward methodology for determining the 4 basic personality types and associated subtypes. Once you can classify individuals into the major types it becomes much easier to identify the most effective methods for dealing. Many of which are explored in the book.

When I read the book originally I was working for a startup company with one chief executive, a marketing director, myself the technology director, a chief financial officer, and others. I was shocked at how accurately the book described each of us as we related to the major personality types. I only wish that I had come upon this text prior to this experience as it would have helped me immensely in dealing with each of these individuals.

This is a very important and practical text for anyone who has to deal with diverse styles and motivations either in business or in their personal lives.

6 of 6 people found the following review helpful:

4.0 out of 5 stars Understanding Yourself Increases Your Sales, April 2, 2002

By 

A. Delaney (Sun Valley, NV USA) - See all my reviews

This review is from: The Platinum Rule: Discover the Four Basic Business Personalities and How They Can Lead You to Success (Paperback)

This book gives the student of human persuasion something to think about. Although not discovered by the authors, they outline four distinct personality styles. Knowing the style of your customer is a great advantage. They give numerous examples and insights on how to talk to and interact with the various styles. These examples and insights are very useful for a salesperson.

If you want to understand others first understand you. This work assists you in understanding what style personality you are. After understanding where you are coming from, you begin to understand where other people are coming from. This makes you an excellent communicator.

One of the most difficult areas of personal selling is figuring out what the customer really wants. This endeavor needs good communication skills on the part of the sales representative. Opening a window of communication with the customer is critical. And, you don't want the window to close when you have your neck out the window talking with the customer. Understanding how certain customers think about the world and other humans, helps with this window of communication. The authors give specific examples of how to talk to each personality style and what types of behaviors to expect.

The book is practical and the reader is immediately able to go from book to the field and use the techniques. If you are in the sales trade study this book. But we all need to sell ourselves and thinking about the techniques and concepts of this work will benefit anyone.