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ME CLIENT BOSS FOUNDER OWNER
DEPAR-
TMENT CLIENT
LEADE- RSHIP
CREATIVES SALES
ORGAN-
ISATION
GOVR-
NMENT INDUSTRY AGENCY HQ
Here the focus is on
establishing personal
and trusting
relationships.
Here the focus is on
building the relationships
by the deal. The approach
is task-centred and the
emphasis is on getting the
things done.
Task Relationship
5 2 4 1 3 X 1 4 2 5 3
DNA DRIVER 1
Similarity-oriented Difference-oriented
5 2 4 1 3 X 1 4 2 5 3
Here we expect and
accept the differences in
power between people
in society or
organisations.
Here individuals believe
that there should
be similarity.
DNA DRIVER 2
0
RE
LA
TIO
NS
HIP
TA
SK
5 4 3 2 1 1 2 3 4 5
DIFFERENCE ORIENTED
SIMILARITY ORIENTED
1
2
3
4
5
5
4
3
1
2
ROLE
CULTURES
POWER
CULTURES
TASK CULTURES
PEOPLE CULTURES
0
RE
LA
TIO
NS
HIP
TA
SK
5 4 3 2 1 1 2 3 4 5
DIFFERENCE ORIENTED
SIMILARITY ORIENTED
1
2
3
4
5
5
4
3
1
2
ROLE
CULTURES
POWER
CULTURES
TASK CULTURES
PEOPLE CULTURES
CTO
CEO
START
UP
0
RE
LA
TIO
NS
HIP
TA
SK
5 4 3 2 1 1 2 3 4 5
DIFFERENCE ORIENTED
SIMILARITY ORIENTED
1
2
3
4
5
5
4
3
1
2
ROLE
CULTURES
POWER
CULTURES
TASK
CULTURES
PEOPLE
CULTURES
AGENCY
LEADER- SHIP
CREA- TIVES
CLIENT 2 CLIENT 3 CLIENT 1
0
RE
LA
TIO
NS
HIP
TA
SK
5 4 3 2 1 1 2 3 4 5
DIFFERENCE ORIENTED
SIMILARITY ORIENTED
1
2
3
4
5
5
4
3
1
2
ROLE
CULTURES
POWER
CULTURES
TASK
CULTURES
PEOPLE
CULTURES
CLIENT 2
CLIENT 3
AGENCY
LEADER- SHIP
CREA- TIVES
CLIENT 1
AGENCY
LEADER- SHIP
CREA-
TIVES