Gretchen Rubin

The Four Tendencies

The Four Tendencies by Gretchen Rubin

Fast Company named The Four Tendencies one of the Top Business and Leadership Books of 2017. The book describes the culmination of work from years of Gretchen Rubin's efforts to understand a profound question, "How do I respond to expectations?"  She discovered through upwards of 1 million personality survey responses that people tend to fit into one of four Tendencies: Upholder, Obliger, Questioner, and Rebel.

“The happiest, most successful people are those that have figured out how to exploit their Tendency to their benefit.”

— Gretchen Rubin

We are quite taken with this approach to understanding how people respond to expectations and would encourage you to check our our article in Tangents: Using the Four Tendencies to Maximize Customer Research to see how we are applying the framework to customer research.