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Why your top performers might secretly hate your leadership style
How great leaders accidentally demotivate their teams
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From Failed Sales Calls to Fortune 500 Leadership:
What The DiSC Framework Taught Me About Influence
Inside today’s issue, you'll discover…
The painful communication lesson that revealed why some leaders are so effotlessly influential
Why being "too friendly" can actually destroy trust with certain personalities (and what to do instead)
The 4-type framework that transforms how you communicate (whether you're selling, leading, or building relationships)
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Hey reader, It’s David.
Long before I became a business coach for senior executives...
Back when I was first trying to figure things out...
I went through probably the most embarrassing period of my career.
A time when I was crushing my sales numbers with certain prospects...
But completely bombing with others.
And the worst part?
I had NO idea why.
See, I'm naturally what you'd call a "people person."
Someone who loves to connect, tell stories, and build relationships through conversation.
And with many prospects? This worked great.
But then I'd run into these... analytical types.
The ones who'd sit there stone-faced while I tried to joke around.
Who seemed ANNOYED when I asked about their weekend.
And who'd make me so nervous, I'd end up talking MORE...
(Which only made things worse.)
My close rate with these prospects?
Basically zero.
But here's where it gets interesting...
Because what I discovered next didn't just save my sales career...
It became the foundation for how I help leaders transform their teams today.
It all started when I learned about something called the DiSC framework.
A simple way to understand the four main personality types we encounter in business:
D - Dominant types who need direct, no-fluff communication
i - Influencer types who thrive on personal connection
S - Steady types who prefer softer, more thoughtful delivery
C - Conscientious types who care about facts and details
Suddenly, everything clicked.
Those analytical prospects who hated my friendly banter?
They were "C" types.
They didn't need stories about my weekend...
They needed DATA.
They didn't want a friend...
They wanted someone who could challenge their thinking with FACTS.
When I adapted my style to match?
My close rate with these prospects went through the roof.
But here's the really fascinating part...
This wasn't just about sales.
Because over the years, as I started working with senior leadership teams - from startups all the way to Fortune 500 companies...
…I noticed the SAME patterns playing out in their organizations.
Leaders who were great with certain team members...
But somehow always clashed with others.
High-performers who were getting demotivated...
Because their manager was speaking the wrong "language."
It's why some of the smartest leaders still struggle to drive performance...
They're using ONE communication style for ALL four personality types.
(Which is like trying to charge an iPhone with a Samsung cable...)
Understanding this changed everything about how I coach leaders.
Because once you can identify someone's personality type...
And adapt your style to match THEIR preferences...
Leading becomes almost effortless.
Dominant types get their direct answers.
Influencers get their personal connection.
Steady types get their thoughtful delivery.
Conscientious types get their detailed data.
Want to know which personality types are on YOUR team?
(And how to adapt your style to drive maximum performance?)
Hit reply and let's set up a free coaching session.
We'll:
Map out your team's personality landscape
Identify any communication gaps
Give you specific strategies for each team member
No pressure or obligation to continue working together.
Just practical insights you can apply immediately.
Because here's the truth...
The difference between good leaders and great ones?
Often comes down to speaking the right language to each personality type.
Hit reply now and let's unlock your team's full potential.
David
Founder, Horizon Search
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