Human beings are nature’s superior communicators.

That’s the theory, at least. Watching how often and how persistently we misunderstand each other, we can only be jealous of honeybees. They admittedly have less to say to each other (mostly, the subject is where to find food), but they’re able to ask and understand the answer with perfect precision.

Our hidden assumptions just might be the biggest barriers to understanding each other. When they differ, what you say and what someone else hears can be radically different.

And when the “someone else” is the CEO, it really doesn’t matter that the root cause was different hidden assumptions. The problem is yours.

Last week we explored four types of CEO — competitors, mechanics, referees, and economists — each of which makes very different assumptions about what “business benefit” means. It matters to you because if you work for, say, an economist … a CEO who thinks of the enterprise as an asset whose value must be maximized  … then you aren’t going to get very far proposing investments intended to (for example) reduce time to market for new products.

The issue isn’t whether you disagree. If you both understand that you disagree you can have a productive discussion about it. It’s when your hidden assumptions disagree that you get into trouble.

To improve your odds of spotting these crossed assumptions, this week we look at three more types of CEO: explorers, servants, and players.

Explorers are red-ocean/blue-ocean sorts of people, and probably embrace my friend Adam Hartung’s Phoenix Principle as well. For explorers, competition is for other, less imaginative people who aren’t able to find brand new, unexplored territories to colonize. Or, even better, territories others who aren’t very good at colonization have discovered– an approach at which the late Steve Jobs was superb; likewise Amazon’s Jeff Bezos and, prior to his retirement, Bill Gates.

Servant leaders … a concept first codified by Robert Greenleaf … think of themselves as “humble stewards of their organization’s resources,” to quote the Wikipedia entry on the subject. Businesses run by servant leaders are wonderful environments. It isn’t at all clear how they fare when faced with a competitor, though. Being the steward of a resource isn’t necessarily correlated with obtaining maximum competitive leverage from that resource. Servant leaders will have a lot in common with mechanics — in the end, their view is internal. Where they differ is that where mechanics focus more on processes, servant leaders focus on the people.

No CEO taxonomy would be complete without the player. Players see business as a game. Not as a game among businesses, as competitors do. As a game among individuals, which they intend to personally win. For players, the business is the playing field, not the point, and so long as they win, they’re happy.

Players are the CEOs most likely to encourage conflict among the executives who report to them. They do so for two reasons. One is that this is how they see the world. They’re competing against everyone else, and look how well that thought process has worked for them. So of course everyone else should be doing the same thing.

That’s the first, more benign reason. The second is more manipulative, but just as clear: By pitting the executives in the next level against each other, each is kept politically weak enough that none pose a threat.

Players are, after all, very good at playing the game to win.

Every one of the seven CEO perspectives presented here and last week are just as valid as the others. While each is incomplete, they all accurately reflects a very real aspect of organizational dynamics: Companies do compete in the marketplace; they are collections of processes organized to get the work done; they do consist of individuals whose self-interests aren’t in perfect alignment; and they really are assets, too.

Many do have untapped markets they could exploit given the right collections of insights, creativity, and attention to detail; and they all certainly are collections of people who need management support to do the best work they can.

And, like it or not, not only are we each responsible for our own careers, but executive-level career management really is a game. Those who refuse to play generally lose.

But just because these seven perspectives are equally valid, that doesn’t make the CEOs who prefer each of them equally enjoyable to work for. Given a choice, most of us would, I suspect, prefer to work for competitors, mechanics, explorers or servants.

I wonder what the odds are.

Engineering doesn’t begin as a profession or credentials, but as a perspective:

  • Seeing the world as a collection of problems and opportunities.
  • Relying on evidence and logic to validate that a problem or opportunity is real.
  • Needing to understand how things work … the dynamics of the situation, not just the symptoms.
  • Enjoying the process of developing solutions that don’t just work, but that are elegant in their construction, their operation, and how they solve the problem or exploit the opportunity.

There are plenty of other ways to look at the world, and they enrich us all … engineers and non-engineers alike. There’s more to life than problems and their solutions.

But when what you want is progress, you’ll get it from the science/engineering worldview more reliably than from any other.

Except … nestled among the problems and opportunities that constitute the engineering worldview is a thorny sub-set made up of all the ways we pesky human beings avoid clear understanding and elegant solutions, like anecdotes, tribal membership, and the genius even mediocre intellects display when rationalizing their … our … pre-existing biases.

Which brings us to a special class of engineers — marketers, sales professionals, political consultants, and other practitioners of the persuasion trades.

Like all other engineers, persuaders see the world as a collection of problems and opportunities. The ones they’re most interested in are about acquiring, maintaining, and using power … about getting us to do what they want us to do, without our ever realizing why it is we’ve made the decisions we’ve made.

What for us are enriching ways of experiencing the world are, for them, buttons to push and levers to pull to manipulate us.

Did I say them? Depending entirely on the situation, we are often they, because persuasion is one of the most important of leadership skills (see Leading IT: (Still) the Toughest Job in the World, Chapter 9 for more).

Which leads to two awkward ethical questions:

  • If and how persuasion differs from manipulation.
  • Whether using tools other than evidence and logic for persuasion is, or at least can be ethical.

Understand, I lack access to any universal, unquestioned truths (just like everyone else; otherwise the world would have only one holy book, creed, moral code, and operating system … I did say “unquestioned”). So I can’t prescribe answers to these two questions.

What I can do is give you the answers I’ve arrived at, and how I’ve arrived at them. It’s up to you to develop answers that work for you.

Question #1: The difference between persuasion and manipulation

So far as I can tell, the only difference between persuasion and manipulation is intent, the same as the difference between killing an enemy combatant and murder.

If your goal is an external good, you’re convinced your position is sound, and you’re communicating in order to enlighten, you’re persuading.

But if your goal is personal benefit, what you’re trying to persuade someone of is, to your own knowledge, false or a bad idea, and the result will be to your target’s personal detriment, you’re manipulating.

Question #2: The ethics of using tools other than evidence and logic to persuade

There’s a school of thought, popular among technical professionals, that says our responsibility is limited to providing the evidence and logic of a situation, after which it’s up to the recipient to arrive at the proper conclusions. (Yes, “the evidence and logic of a situation,” is, of course, infinite. Figure there’s a point of diminishing returns and leave it at that.)

At the other extreme is the proposition that what matters is the outcome — that whatever is necessary to cause the other party to reach the “right” conclusion is just fine and dandy, because caveat emptor anyway. My job is to win.

Just my opinion: Information dumping abdicates responsibility, while winning no matter what, no matter how important the cause, ignores the collateral damage that occurs every time someone creates more disrespect for honest inquiry.

Some tools will, I think, always do more harm than good. Take tribalism — dividing the world into us and them and demonizing “them.” I doubt it ever does enough good to justify its side-effects.

Other tools of persuasion, though, have both legitimate and illegitimate uses. Anecdotes and analogies, for example, are perfect for illustrating a point, and for establishing why a topic is important.

If I’m helping someone understand my position, why I’ve taken it, and why it matters, then I haven’t crossed the line.

If they also conclude that anyone who disagrees with me is a disgraceful waste of protein … that’s even better.