The importance of understanding personality types for scaling your business 


As a business owner, you know that scaling your business is no easy feat. It takes hard work, dedication, and a clear understanding of what it takes to succeed.  

Statistics show that fewer than 4% of businesses scale beyond 10 employees and one of the most important things you can do to increase your chances of success is to understand the personality types of your team members; and yourself! 

In this article, Kevin Brent, Founder of BizSmart® and author of The Entrepreneurial ScaleUp System, provides insight into the different personality types and shares an excerpt from his book, to help you understand how these personality types can influence your business’s success. 

Personality Types – The four primary DiSC® types 

Personality type refers to the way people think, feel, and behave. There are many different personality types, but some of the most common ones include the four primary DiSC® types listed below with illustrative bird types: 

  • Dominance (Hawk): People with a dominant personality type are assertive, decisive, and goal-oriented. They are often natural leaders and are good at taking charge. 
  • Influence (Cockatoo): People with an influential personality type are outgoing, enthusiastic, and persuasive. They are good at building relationships and motivating others. 
  • Steadiness (Dove): People with a steady personality type are patient, supportive, and cooperative. They are good at listening to others and building consensus. 
  • Conscientiousness (Owl): People with a conscientious personality type are detail-oriented, organized, and hardworking. They are good at following procedures and meeting deadlines. 

Each personality type has its own strengths and weaknesses. For example, Hawks are good at setting goals and achieving them, but they can be impatient and insensitive. Doves are good at building relationships, but they can be indecisive and conflict-avoidant. 

By understanding your own personality type and those of your team members, you can better understand each other’s strengths and weaknesses. This will help you to create a team that is well-balanced and productive. 

Excerpt from page 45: 

Personality types and business success: considerations 

While the research clearly indicates that an individual with a Hawk DISC profile is more likely to succeed in scaling their business beyond micro status, there is a fundamental challenge in people management that will always prevent growth. 

As assertive, direct and competitive individuals, those with strict Hawk-based profiles are extremely likely to succeed by working relentlessly towards consistent business objectives (and will stick to them) but are more likely to hit a stumbling block of attracting and retaining the right staff to support business growth, when compared to the collaborative, team skills of a Dove or the enthusiastic, motivating and optimistic nature of a Cockatoo. 

Therefore, taking the time to assess your own strengths and weaknesses is fundamental to the success of your business long term. Not only will it enable you to realise your own ‘gaps’ but will also inform hiring decisions when building a cohesive management team who can complement your own skillset. Having the right people around you – whether in senior staff or in working with like-minded peers – is key to success and is a fundamental challenge in building and sustaining a seven-figure business. 

Here are some specific ways that understanding personality types can help you to scale your business: 

  • Hire the right people. When you’re hiring new team members, it’s important to consider their personality type. This will help you to ensure that you’re hiring people who will be a good fit for your company culture and who will be able to work effectively with others. 
  • Delegate tasks effectively. When you delegate tasks, it’s important to consider the personality types of your team members. This will help you to assign tasks that are a good fit for their strengths and weaknesses. 
  • Provide feedback in a way that is effective. How you give feedback to your team members will depend on their personality type. For example, Hawks may appreciate direct feedback, while Doves may prefer more gentle feedback. 
  • Resolve conflicts effectively. When conflicts arise, it’s important to be able to resolve them effectively. This can be done by understanding the personality types of the people involved in the conflict. 

By understanding the personality types of your team members, you can create a more productive and successful workplace.  

Kevin Brent, founder of BizSmart® 



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