The D.i.S.C. framework defends that there are four different personality types. 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;

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 Nurturer, show 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);

Underlying Psychology/Biases

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.

Sub-Techniques

Examples

• 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 the 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;

Commercial/Known Uses

Key Takeaways

• The four types are in a matrix structure of 2×2, with two axes. Logical vs. emotional, and fast- versus slow-paced;
• There are natural frenemies. Some types resonate more and some less. Based on your type, there will one type that you connect very well with, two that you kind of connect with, and one polar opposite;
  • For example, for a Passionate (emotional and fast), you will connect very well with other Passionates, you will kind of connect with Nurturers (emotion in common) and Dominants (fast pace in common), and connect the least with Analysts (logical and slow);
• Every specific type has things that please them a lot, and these will be deal breakers to the opposite type;