The Negotiator Magazine

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Professor Gavin Kennedy in his red and blue theory finds four types of human behaviors, each of them with positive and negative attributes:

SOFTER BLUE  
POSITIVE ATTRIBUTES
  • Interested in other people
  • Good listener
  • Constructive, helpful, co-operative
  • Informative, open, approachable
  • Sees the positive in others
  • Patient
 
NEGATIVE ATTRIBUTES
  • Too concerned with others
  • Lets others set the agenda
  • Loses sight of own interests
  • Soft touch, too trusting, naive
  • self-deprecating, self-blaming
  • Easy disillusioned, gives-up

AGGRESSIVE RED  
POSITIVE ATTRIBUTES
  • Determined to get the best deal for self
  • Takes control and has 'presence'
  • Decisive, audacious
  • Likes a challenge
  • Good in a crisis, has stamina, takes stress well
 
NEGATIVE ATTRIBUTES
  • Tramples over others
  • Bullies, threatens, resorts to coercion
  • Ignores other party's interests, ideas
  • Impatient, impulsive, manipulative
  • Inflexible, intransigent, creates stress

DEVIOUS RED  
POSITIVE ATTRIBUTES
  • Analytical
  • Responds to opportunity
  • Looks after self first (and only)
  • Avoids public humiliation of the other negotiator
  • Educates others to be prudent
  • Plays well to a game plan
 
NEGATIVE ATTRIBUTES
  • Self-seeking through 'cheating
  • Likes to scheme and plot
  • Disregards others
  • Exploits the innocent, the careless
  • Produces cynicism and suspicion
  • Ethically confused
  • Too clever by half

ASSERTIVE BLUE  
POSITIVE ATTRIBUTES
  • Adaptable, flexible, imaginative
  • Good at questioning, probing
  • Persuasive
  • Wants to 'make it work'
  • Sees opportunities and new options
  • Does not give up easily
  • Looks for the 'deal'; creates imaginative trade-offs
  • Good at thinking 'on feet'; can switch between issues to lower confrontation
 
NEGATIVE ATTRIBUTES
  • Lacks firmness
  • Can give offence
  • Can sound phony
  • Compromises to make it work
  • Too imaginative; adopts unsound ideas and drops them quickly
  • Too pushy; too charming
  • Too creative too quickly, implies lack of commitment and substance
  • Won't stand firm on an issue for long without seeking to link it to another issue

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September 2005