Influence Archetypes

There are four different influence types/personality. These types are a combination of two axes:

  • Logical versus Emotional;
  • Fast-paced versus Slow-paced;

These combinations result in four distinct types (the names are not the original ones, to facilitate understanding):

  • The Dominant (logical and fast-paced);
  • The Passionate (emotional and fast-paced);
  • The Nurturer (emotional and slow-paced);
  • The Analyst (logical and slow-paced);

Each type has different language and behavior patterns:

  • The Dominant only says the essential to get things over with. They get to the point and make huge demands;
  • The Passionate will focus on stories, inspiration, celebration, being a reference. They want to make their vision come true;
  • The Nurturer will focus on the relationship, on helping others, their community, on being helped as well. They want to help others but also feel supported;
  • The Analyst focuses on facts, methods and systems with a great level of detail. They want proven systems and to work with people that are prepared;

The Persuasion Psychology Behind the Technique

Speaking in each type’s language makes you connect more with them and makes them hear you more easily. Therefore, it allows you to persuade them more easily.

There are, then, different persuasion tactics for each type:

  • For a Dominant, you need to verbalize respect for them, as well as showing them how they win, and what they win that’s exclusive;
  • For a Passionate, you need to understand and respect their vision. Success cases work great. Mention stories, illustrate vividly with analogies. Show them how them make their vision come true;
  • For a Nurturershow how they will feel supported. How you take care of them. Also, focus on the benefits in terms of them being able to help others as well;
  • For an Analyst, focus on the proven systems and methods. Prepare above anything else;

There are requirements and deal breakers for each type, which are opposite for opposite types:

  • For a Dominant, spending time and enjoying the relationship is a deal breaker. They want to get things done. For a Nurturer, it’s an actual requirement;
  • For a Passionate, getting bogged down on logical details is a deal breaker. For an Analyst, it’s actually a requirement;

This has to do with the matrix. While some types have things in common (for example, the Analyst and Dominant are different in their pace, but they are both logical), there are two pairs of opposites:

  • The Dominant (logical and fast) versus the Nurturer (emotional and slow);
  • The Passionate (emotional and fast) versus the Analyst (logical and slow);
  • What convinces a type is something to avoid for their opposite;

It’s also important to be aware of how to persuade based on your type:

  • If you’re a Dominant, you will tend to get to the point (and possibly railroad others);
    • You will need to slow down for Analysts, to be able to understand emotion for Passionates, and to do both of these for Nurturers (hardest);
  • If you’re a Passionate, you will tend to be fast and focused on emotion;
    • You will need to slow down for Nurturers, to understand the logical facts for Dominants, and to do both for Dominants (hardest);
  • If you’re a Nurturer, you will tend to be slow and focused on the relationship;
    • You will need to speed up for Passionates, to understand the logical side for Analysts, and to do both for Dominants (hardest);
  • If you’re an Analyst, you will tend to be slow and focused on facts;
    • You will need to have to understand emotion for Nurturers, to get to the point for Dominants, and to do both of these for Passionates (hardest);


(3 in Total)


Selling a system

If the person is an Analyst, you will have to sell the proven methods, processes, and numbers in order to convert them

Selling a vision

When the person is a Passionate, it’s all for their vision. Illustrate how they make it come true, what they want 10 years from now, how they can be a reference to others

Selling the support

When the person is a Nurturer, it’s all about making them feel supported throughout the whole process. Sell that understanding and closeness

Use Cases For the Four Quadrants

Key Takeaways
(3 Total)

How to Stack This Technique

While coaching executives, asset managers, real estate agents and other specific clients, I’ve used multiple personality assessment tools from different backgrounds that assess different traits.

The one that comes up the most frequently and that is the most useful is the Four Influence Archetypes assessment. It splits people into two axes:


You’re either Emotion- or Logic- Oriented, and either Achievement- or Stability- Oriented. These two combine, so if you’re Emotion-Oriented, you can be either be also Achievement or Stability. So, in short, all four combinations are:

Each of these have very simple descriptions that allow you to easily identify someone’s archetype type with this framework:

In the Achievement versus Stability axis:

Some careers mostly define the type of people that are in them:

If you’re familiar with the RIASEC Assessment, there is some correlation with the dimensions of the assessment:

With this knowledge, the professionals I coach then tailor their communication to better leverage the other side’s archetype. Each combination has specific language patterns or elements that draw them in.

Tailoring Communication to the Four Influence Archetypes

This framework facilitates persuasion and influence, be it for managing your talent, raising capital, or any other purpose. Therefore, it’s interesting to understand how each type of person reacts to specific messaging and communication:

In Practice: Executive Case Study

One of the executives I coach had a hard time making out different personalities. To him, all people sounded the same. We worked on getting him to listen attentively to subtle cues that indicate interests and patterns.

He determined that one of the people in his team was very ambitious, always focused on achieving. Fast-paced, in other words. Moreso, he focused primarly in the big picture and never in the details. Definitely Emotion-oriented. In short, he was a Dominant. This executive tailored his communication to focus on achievements and big picture stories, avoiding details and compassion with others. He was able to much more effectively give feedback and lead this person.

This communication tailoring can be a powerful support tool for Emotional Intelligence practices and for managing people in general.

Specific Verticals

The four Influence Archetypes can be used for specific purposes for specific verticals: