We have access to millions of self-help and business book as well as millions of hours of YouTube videos that can teach us the tricks of the trade about being an entrepreneur or a marketer. But there are aspects of our personalities that we can’t change and will inhibit our success of execution.
Using the Myers Briggs methodology, Forbes created a summary of the different personality traits and which personalities are suited to particular career paths.
You may have heard it called personality profiling or DISC. You answer a series of questions, and you receive a report about your personality. The report describes who you are and why you do the things you do.
There are 16 personality types which are defined by:
– How you interact: Extroverted (E) or Introverted (I)
– The way you process information: Sensing (S) or Intuition (N)
– Your decision-making process: Thinking (T) or Feeling (F)
– How you approach new challenges: Judging (J) or Perceiving (P)
– And if you’re A (Assertive) or T (Turbulent).
Your personality type will therefore be defined by 5 letters. For example, I’m an Advocate INFJ : I am introverted 51% ( (I), and intuitive 68% (N), I make decisions from Feeling 67% (F), and like clarity and closure 60% (J) . I have confidence in my decisions and abilities 74% (A).
Go on – take the test and see what you are – then come back and read why entrepreneurs suck at marketing.
Understanding the different personality types means you can be more aware of how people (customers, suppliers, employees) think, feel and behave. That puts you at an advantage when it comes to closing deals and developing relationships with suppliers and staff.
Most entrepreneurs are one of the following categories:
And whilst these personalities have important strengths and qualities for natural leaders, they don’t have desirable traits for being a successful marketer.
To be good at marketing, the following strengths are critical:
- Insightful and receptive – be able to step into the shoes of others. See the world from other perspectives rather than your own beliefs. Be able to notice what people think, feel, and do.
- Principled – have the conviction to be compelling communicators and persuaders.
- Creative – produce original ideas that are going to stand out not blend in. Have the patience to develop concepts.
- Passionate – Creativity is further developed with a willingness to disrupt the status quo and not settle for ‘good enough’.
- Altruistic – use their skills and talents for the greater good of others.
So the best marketers are INFJs (Advocate) and Protagonists (ENFJ), and Consuls (ESFJ) are great for managing clients. It’s no shock that 50% of the Brevity team is Advocates, with the rest made up of Consuls and Protagonists.
When I took the 16 Personalities test, it made sense why I had been attracted to marketing in the first place. But I also run a business, so don’t be disillusioned if you aren’t one of the top 4 personalities for being an entrepreneur. The point of this blog is to highlight if you don’t have the traits of a marketer then you’re likely to suck at it. And that’s no good for your business.
Knowing yourself is the ultimate superpower in business. That includes knowing your strengths and your weaknesses. We’ve created a set of principles – The Marketing Mandala Principles – that provide clear marketing direction and a consultative business development approach for entrepreneurs looking to scale or exit their business.
If your business needs marketing support from all the right personality types to develop long term marketing goals, give Brevity a call on Basingstoke 01256 53600 or Brighton 01273 286771.