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Assertive formal introverts

How To Make The Best Use Of Society’s Bull Terriers

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It’s possible that on Tuesday when I wrote about losing customers because you leave them in the hands of assertive, formal introverts, some of you (assertive, formal introverts) may have been offended!

So, before I’m lynched, let’s qualify my views.

Of course, assertive, formal introverts can provide service. But we’re not talking about occasionally. We’re talking about every day!

Generally, that’s tiring for assertive, formal introverts.

But here’s the thing: without assertive, formal introverts, the agreeable, informal extroverts would have nothing to do.

That’s because most products and services are invented, designed, tested, processed, produced and taken to market by … you guessed it, assertive, formal introverts.


Because assertive, formal introverts believe in themselves, focus their creativity and attention on the problem to hand which results in the invention to solve the problem. They don’t get distracted by what other people are doing. They focus for longer, they solve problems and don’t miss important details.

But once the invention is born, then the agreeable, informal extroverts get their turn in the sun: to sell, to service, to build relationships, to handle the PR, deal with difficult customers and socialise past midnight without looking at their watches.

It’s the reason so many successful businesses start with 2 people who had a dream. The dream is fulfilled through partnership. Think Bill Hewlett & Dave Packard (HP), Larry Page & Sergey Brin (Google), Steve Jobs & Steve Wozniak (Apple), Evan Williams & Biz Stone (Twitter), Bill Gates & Paul Allen (Microsoft). The list goes on: Ben & Jerry’s, eBay, Intel, Proctor & Gamble, Yahoo.

Of course, this doesn’t mean you have to have a partner to be successful. But complementary talents can multiply effort by 3, not 2. And having the right people in the right jobs elsewhere in the start-up multiplies the chances of success.

The good news, of course, is that we can measure all of the above. Let me know if you’d like to find out more.