The Nine Types of Leader Summary

Not all great leaders look or act the same, but identifying your style can make all the difference in how you lead and succeed.

1. Alpha Leaders: Commanding and Charismatic Forces

Alpha leaders thrive under the spotlight. They often exude confidence and charisma, commanding respect wherever they go. This leadership style suits massive organizations, where decisions need to be made swiftly and with conviction. Alphas radiate self-belief, which allows them to inspire their teams to push forward with big-picture initiatives.

This leadership style works best when the stakes are high and quick decision-making is essential. Alpha leaders invest in the future, pouring time and resources into long-term projects to solidify their organization's presence. They are competitive, and their belief in themselves trickles down to everyone in the company, encouraging high performance.

However, times are changing. The autocratic tendencies of alpha leaders are less favored today. To adapt, they need to embrace collaborative approaches. By loosening their grip, listening to consumer needs, and leveraging team input, they can retain their influence while staying relevant in modern business environments.

Examples

• Peter Brabeck-Letmathe of Nestlé led the Nespresso line to success after 25 years of development.
• Many alpha leaders stay at one company for years, as seen with Brabeck-Letmathe’s nearly 50-year career at Nestlé.
• While commanding respect, alphas are now encouraged to embrace inclusive practices to fit contemporary standards.

2. Fixer Leaders: Crisis Solvers with Relentless Focus

Fixers thrive in emergencies. They’re the people you call when trouble strikes, ready to step into chaos and take swift action. They excel at dissecting complex problems and zooming in on what needs to be done, even if it means making unpopular decisions.

Fixer leaders are pragmatic and bold, unafraid of risks. They make tough calls and prioritize stabilizing the business above all else. However, their tough-natured approach often means little regard for maintaining popularity among employees. For fixers, success trumps all other considerations.

Once a company is back on track, fixers tend to move on. Their strength lies in solving existential crises; routine stability does not hold their interest. Fixers are ideal for companies facing immediate peril but less equipped to handle long-term organizational development.

Examples

• Dame Moya Greene turned around Royal Mail by solving immediate cash-flow issues within days of discovering the crisis.
• Christopher Bland’s four-step debt-reduction strategy for BT is a hallmark of fixer pragmatism.
• Fixers often face resistance from employees, but their clear goals make them effective in dire situations.

3. Seller Leaders: Communication Experts with a Customer Focus

Seller leaders are natural communicators who deeply understand customers. They excel in building relationships, bridging gaps, and steering companies toward meeting consumer needs. While sellers might initially start in marketing or sales, their skill in persuasion and fostering trust propels them forward.

In industries where reputation and consumer trust matter, sellers shine. Their ability to read people and sell ideas, products, or even visions sets them apart. Sellers often must overcome perceptions of being lightweight and prove their versatility to rise to top positions.

This leadership type thrives in service-driven roles. Sellers make choices that align customer desires with company goals, molding the company’s strategy to reflect market expectations. For leaders like this, connecting with the audience is the secret to success.

Examples

• Sidney Taurel’s rise at Eli Lilly began with on-the-ground sales training, honing his customer-centric approach.
• Procter & Gamble trains all employees in marketing and sales, preparing countless leaders with seller instincts.
• Taurel’s adaptation to finance and negotiation proved essential for consolidating his leadership credibility.

4. Founder Leaders: Risk-Takers Who Build Empires

Founders are visionaries. They start from scratch with bold ideas, unwavering drive, and a knack for innovation. These leaders are deeply passionate about their ventures, often crafting entire businesses that reflect their personal values and ambitions.

Founders are willing to take risks and embrace creativity. They attract followers and inspire teams with their pioneering spirit. Yet, founders often struggle when it’s time to step away. Their identification with the business runs so deep that emotional investment holds them back from delegating or moving on.

Despite their dynamism, founders thrive most during periods of growth and new initiative building. Once operations stabilize, their desire for challenges often urges them to seek out the next big thing.

Examples

• Richard Branson’s Virgin Group began with his inventive approach to entrepreneurship, covering industries from airlines to banking.
• Founders often stay involved even after scaling, driven more by passion than financial success.
• Their risk-taking inspires loyalty, encouraging others to join the adventure.

5. Scion Leaders: Guardians of Family Business Legacies

Scions grow into leadership roles within family businesses. Rather than pioneering from scratch, they inherit opportunities and face the high expectations that come with sustaining and building on the family name.

Scion leaders benefit from an intimate understanding of their company’s history and operations. Yet, this inherited wealth of knowledge brings pressure – they must navigate proving themselves while contending with preconceived skepticism from others.

With the younger generation comes fresh perspectives. Scions act as a bridge between traditional practices and modern innovations, ensuring the longevity of family businesses in a competitive market.

Examples

• Jean-François Decaux expanded his family’s outdoor advertising business, blending old models with fresh strategies.
• Scions often defy expectations by starting outside the family business and demonstrating their competence.
• The Decaux brothers persuaded their father to shift strategies, ensuring growth in a changing industry.

6. Lover Leaders: Driven by Passion and Expertise

Lover leaders pour their hearts into their professions. They champion causes or industries they’re inherently passionate about, turning personal enthusiasm into professional success. This authenticity often attracts loyal customers and devoted teams.

Lovers know their industries inside and out. Their deep commitment motivates their teams and captivates stakeholders. While their passion is a key differentiator, lovers must also demonstrate level-headed decision-making, especially when challenges arise.

This type of leader is often found in positions where personal connection matters. Their belief in their work isn’t feigned – they embody their brand identity wholeheartedly.

Examples

• Joey Gonzalez of Barry’s Bootcamp still leads fitness classes, proving his deep connection to the brand.
• Jim Koch of Sam Adams promotes his beers personally, reinforcing his link to the product.
• Lover leaders bring loyalty and long-term engagement, staying within industries they genuinely care about.

7. Campaigner Leaders: Leading with Purpose Beyond Profits

Campaigners prioritize doing good alongside achieving business success. They believe corporations have a responsibility to contribute to society and use their platform to drive positive change.

These leaders develop business strategies that align financial growth with social goals. Campaigners inspire millennials and Gen Z employees by embedding morality and sustainability into how they operate. They seek solutions to global issues, leveraging business power for an enduring impact.

In today’s era, this type of leadership is in demand – corporations are expected to demonstrate accountability beyond profitability. Campaigners align ethical missions with business strategy.

Examples

• Ajay Banga connected Mastercard’s success with societal improvement, creating accessible financial programs globally.
• Patagonia dedicates revenue and employee hours to environmental causes, entrenching activism within its business.
• Campaigners inspire loyalty by showing that business and activism can go hand-in-hand.

8. Diplomat Leaders: Calm Facilitators Who Unite Diverse Needs

Diplomats excel in balancing competing interests. They approach challenges in complex organizations or stakeholder-heavy environments with a focus on reflection and collaboration.

They often seek consensus and prioritize listening. By fostering inclusivity, diplomats maintain harmony even when navigating conflicting viewpoints. Their style suits organizations that value equity, shared leadership, and collective decision-making.

While they may lack boldness, diplomats are excellent at creating organizations with shared identities and collaborative cultures. Their approach emphasizes balance over speed.

Examples

• Helen Ghosh at the National Trust balanced competing voices to guide decisions affecting thousands of stakeholders.
• Diplomats like David Sproul at Deloitte combine leadership with partnership, representing collective interests.
• Their skill in active listening supports inclusive solutions in complex environments.

Takeaways

1. Assess your natural leadership tendencies and align them with the needs of your workplace or business stage. This improves compatibility and results.
2. Develop adaptability by complementing your leadership style with tools and habits from other types, ensuring versatility in diverse situations.
3. Commit to inclusivity and clear communication as leadership evolves to prioritize people, sustainability, and societal impact alongside profitability.