This theory – derived from the work of Paul Watzlawick – addresses the behavioural differences between individuals. It is an interesting tool for better understanding one’s interlocutor (but also oneself), particularly in a communication situation.
Four main types of social styles are identified, structured around two main axes: the expression of emotions and the relationship to power.
The first axis “expression of emotions” positions individuals towards a more reserved character (task-oriented) or a more expansive character (people-oriented).
On the second axis “relationship to power”, a rather assertive character will tend to seek power, whereas a compliant profile will tend to respect established power.
It is by combining these two axes (emotions vertically and power horizontally) that the other social styles are defined.
Each of us has a social style, which corresponds to the major orientation of our behaviour. It must be specified, however, that while there is indeed a preferred style, it can be nuanced or temporarily modified depending on the context and a person’s flexibility.
Social styles and fundamental needs.
The theory of social styles can be linked to Maslow’s hierarchy of needs. In brief, in the hierarchy of needs, 5 fundamental human needs are identified: physiological needs, safety needs, belonging needs, esteem needs and self-actualisation needs.
This connection between styles and needs allows us to detail the behaviour and relationship to time:
| Social style | Need | Behaviour | Relationship to time |
|---|---|---|---|
| Promoting | Esteem | Consideration, reputation, recognition of what one is from others or from the group to which one belongs. Valorisation of actions. | Focused on the future |
| Amiable | Belonging | Being an integral part of a group, feeling accepted. Prioritises human relations, positive relationships, consensus. | No focus |
| Controlling | Self-actualisation | Fulfilling oneself, exploiting and showcasing potential. Seeking action, decision-making. Prioritises efficiency and pays less attention to the impact on one’s image or on the situation. | Focused on the present |
| Analytical | Safety | Aspiration to be protected. Acquiring knowledge provides reassurance. Prioritises proven solutions, explores different options before committing. | Focused on the past |
Social styles and personality
Without being exhaustive or limiting, we identify a few predominant personality traits according to social style:
| Promoting | Amiable | Controlling | Analytical | |
|---|---|---|---|---|
| + | WarmCreativeEnthusiasticOptimisticOpen to ideas | FriendlyCooperativeRelaxedConciliatingSensitive | ConfidentEnergeticEfficientGoal-oriented | PatientConscientiousMethodicalThoughtfulAuthentic |
| – | ImpulsiveShort-term effortHasty commitment | Lack of authenticity (for fear of hurting/disappointing) | ImpatientPerceived as cold | Less attention to emotions, to reactions.Time loss |
Why is it useful to know social styles to communicate better?
When we enter into communication with others, certain people frighten us, annoy us, impress us, arouse mistrust, aggression, impassivity or superiority in us. Despite ourselves, this feeling will impact our behaviour towards the other person and therefore influence the quality of the communication.
The theory of social styles allows us to:
- Understand the differences between individuals
- Communicate more effectively with others
- Identify what generates conflicts in communication/relationships
And now?
Practise recognising social profiles within your personal and/or professional circle and adapting your way of communicating:
- Has the relationship been different since then?
- Is communication more or less a source of conflict than before?
- Is it easy to adapt to certain individuals and less so to others according to my own social style?
Identifying one’s own communication style, and adapting to that of others, allows us to adjust our behaviour and our communication to their needs. In a work team, we observe more efficient teams, more convincing and better able to manage conflicts.
Want to go further?
Do not hesitate to contact our trainers to consider together the contribution of social styles for learning effective management of interpersonal relationships and thus enhancing communication within your company or improving your managerial approach.
To learn more about Archetype sales training.
