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The Platinum Rule!

Let me introduce you to an old tool that has finally come on-line.  Here it is, a cost effective assessment that is easy to use / understand and has the capability of having a multi-rater feedback process.  This is what I have been looking for over the past two years and it took Tony Alessandra to provide it.  I have known of Tony's work for about 15 years and know that the model is a good one.  I have worked with it in training and one on one coaching.  Now it is fully automated.  

Click below to find out how you too can add this to your toolkit.

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The Platinum Rule by Dr. Tony Alessandra

We have all heard of the Golden Rule-and many people aspire to live by it. The Golden Rule is not a panacea. Think about it: "Do unto others as you would have them do unto you." The Golden Rule implies the basic assumption that other people would like to be treated the way that you would like to be treated.

The Alternative to the Golden Rule is the Platinum Rule:

"Treat others the way they want to be treated." Ah hah! What a difference. The Platinum Rule accommodates the feelings of others. The focus of relationships shifts from "this is what I want, so I'll give everyone the same thing" to "let me first understand what they want and then I'll give it to them."

A Modern Model For Chemistry

The goal of The Platinum Rule is personal chemistry and productive relationships. You do not have to change your personality. You do not have to roll over and submit to others. You simply have to understand what drives people and recognize your options for dealing with them.

The Platinum Rule:
Discover the Four Basic Business Personalities - 
And How They Can Lead You to Success 
by Anthony Alessandra, et al

The Platinum Rule divides behavioral preferences into four basic styles:

  • Director
  • Socializer
  • Relater
  • Thinker

Everyone possesses the qualities of each style to various degrees and everyone has a dominant style. For the sake of simplicity, this article will focus only on dominant styles.

For Coaches only who want to try it out first, you may purchase it  for a limited time using a special code.
You must put in User Code 3456 just above your credit card information.

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Directors are driven by two governing needs: to control and achieve. Directors are goal-oriented go-getters who are most comfortable when they are in charge of people and situations. They want to accomplish many things-now-so they focus on no-nonsense approaches to bottom-line results.

Directors seek expedience and are not afraid to bend the rules. They figure it is easier to beg forgiveness than to ask permission. Directors accept challenges, take authority, and plunge head first into solving problems. They are fast-paced, task-oriented, and work quickly and impressively by themselves, which means they become annoyed with delays.

Directors are driven and dominating, which can make them stubborn, impatient, and insensitive to others. Directors are so focused that they forget to take the time to smell the roses.


Socializers are friendly, enthusiastic "party-animals" who like to be where the action is. They thrive on the admiration, acknowledgment, and compliments that come with being in the lime-light.

The Socializer's primary strengths are enthusiasm, charm, persuasiveness, and warmth. They are idea-people and dreamers who excel at getting others excited about their vision. They are eternal optimists with an abundance of charisma. These qualities help them influence people and build alliances to accomplish their goals.

Socializers do have their weaknesses: impatience, an aversion to being alone, and a short attention span. Socializers are risk-takers who base many of their decisions on intuition, which is not inherently bad. Socializers are not inclined to verify information; they are more likely to assume someone else will do it.


Thinkers are analytical, persistent, systematic people who enjoy problem-solving. Thinkers are detail-oriented, which makes them more concerned with content than style. Thinkers are task-oriented people who enjoy perfecting processes and working toward tangible results. They're always in control of their emotions and may become uncomfortable around people who very out-going, e.g., Socializers.

Thinkers have high expectations of themselves and others, which can make them over-critical. Their tendency toward perfectionism-taken to an extreme-can cause "paralysis by over-analysis." Thinkers are slow and deliberate decision-makers. They do research, make comparisons, determine risks, calculate margins of error, and then take action. Thinkers become irritated by surprises and glitches, hence their cautious decision-making. Thinkers are also skeptical, so they like to see promises in writing.


Relaters are warm and nurturing individuals. They are the most people-oriented of the four styles. Relaters are excellent listeners, devoted friends, and loyal employees. Their relaxed disposition makes them approachable and warm. They develop strong networks of people who are willing to be mutually supportive and reliable. Relaters are excellent team players.

Relaters are risk-aversive. In fact, Relaters may tolerate unpleasant environments rather than risk change. They like the status quo and become distressed when disruptions are severe. When faced with change, they think it through, plan, and accept it into their world. Relaters-more than the other types-strive to maintain personal composure, stability, and balance.

In the office, Relaters are courteous, friendly, and willing to share responsibilities. They are good planners, persistent workers, and good with follow-through.

Relaters go along with other seven when they do not agree because they do not want to rock the boat.

Sound Familiar?

If you are familiar with other tools, this may look like a knock-off.  I assure you it isn't.  Tony took the premise from Merrill and Reid's work on Relating Styles and along with studies in Jung, he devised his own model and instrument over 15 years ago.

Five reasons why every coach should have this assessment in their toolkit:

S tickiness
M ulti-rater and Team compatible
A dds value in a cost effective manner
R eports and Workbooks are extensive
T echnical background

Attend the free teleclass and learn how to add this to your tool kit.

The Top Ten Criteria for Selecting an Assessments Tool 

Dates: Wednesday, January 22, 2003
12:00 to 1:00 P.M. Eastern
To Register:

~  The Top Ten Criteria to assess the assessment
~  The Benefits on using On-line Assessments
~  The Five Reasons that I have decided to add The Platinum Rule to my toolkit.

The A B C's of Using Assessments to Create Change 

Dates/Times: Mondays, November 18 & 25, 2002, from 6-7pm Eastern
Tuition: Free
To Register:

This is a two-week course running Mondays at 6pm Eastern starting November 18th 2002, which addresses the top questions that I get about using assessments.

We will cover a high level overview of how two of the best known assessments (MBTI and DiSC) stack up compared to another powerful assessment: The Platinum Rule. Class One (November 18th): The Top Ten Criteria for Selecting an Assessment Tool. Class Two (November 25th): Top 10 Ways to Promote Your Coaching Through Assessments


This material is intended for informational and educational purposes only. Financial, Legal and Professional information is not Financial, Legal and Professional advice. You should see a Financial, Legal or Professional in the area in which you live if you need advice.



    Ward-Green & Hill Associates Ltd. ~ 877 . 323 . 9137