DISC Styles and Leadership Preferences

The DISC assessment categorizes individuals into Dominance (D), Influence (I), steadiness❓❓❓ (S), and Conscientiousness/Compliance (C). DISC describes observable behavior, influencing communication, decision-making, and work preferences.

DISC theory originates from William Moulton Marston’s work in Emotions of Normal People (1928). Marston argued that behavior stems from perceived environment (favorable or unfavorable) and perceived control (high or low).

• Dominance (D): High control, unfavorable environment - challenges the environment.
• Influence (I): High control, favorable environment - shapes the environment through persuasion.
• Steadiness (S)❓: Low control, favorable environment - cooperates with the environment.
• Conscientiousness/Compliance (C): Low control, unfavorable environment - analyzes the environment to minimize errors.

These can be represented on a two-dimensional coordinate system:

• X-axis: Perception of environment (Favorable <—> Unfavorable)
• Y-axis: Perception of control (High <—> Low)

Expressed as a 2x2 matrix:

The DISC model simplifies human behavior and may lack empirical validation compared to the Five-Factor Model (FFM).

Characteristics of Each DISC Style:

• Dominance (D): Core drive: overcome opposition. Traits: direct, decisive, competitive, results-oriented. Communication: direct, concise. Mathematical representation: Higher assertiveness, lower patience.
• Influence (I): Core drive: create enthusiasm and positive relationships. Traits: optimistic, enthusiastic, persuasive, sociable. Communication: talkative, expressive. Mathematical representation: Higher sociability and optimism.
• Steadiness (S): Core drive: maintain stability and cooperation. Traits: patient, loyal, supportive, team-oriented. Communication: patient, empathetic, indirect. Mathematical representation: Higher agreeableness, lower assertiveness.
• Conscientiousness (C): Core drive: ensure accuracy and quality. Traits: analytical, detail-oriented, precise, systematic. Communication: formal, precise, data-driven. Mathematical representation: Higher conscientiousness, lower emotional expressiveness.

Lead Preferences Based on DISC Styles (Real Estate):

• Dominant (D): Preferences: efficiency, results, options, control. Approach: direct communication, present data, offer choices. Example: present a market analysis with KPIs: ROI = (Net Profit / Cost of Investment) * 100%, Days on Market (DOM) = Date of Sale – Date of Listing.
• Influential (I): Preferences: relationships, enthusiasm, recognition. Approach: friendly, build rapport, highlight social aspects.
• Steady (S): Preferences: trust, stability, assurance. Approach: patient, build trust, provide reassurance.
• Conscientious (C): Preferences: accuracy, details, logic. Approach: data-driven, detailed information, answer questions.

Behavioral cues can provide insights into a lead’s style, but this approach is subjective.

Communication accommodation theory shows rapport increases when communication styles match (Shepard, Giles, & Le Poire, 1991). Persuasion studies indicate communication styles are effective with different personality types (Petty & Cacioppo, 1986).

The DISC model is a simplified representation❓ and should not be used to stereotype. Agents should use DISC insights to enhance communication, not to manipulate.

References:

• Marston, W. M. (1928). Emotions of normal people. Harcourt, Brace & Company.
• Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. Springer-Verlag.
• Shepard, G. H., Giles, H., & Le Poire, B. A. (1991). Communication accommodation theory. International Encyclopedia of Communications.