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14 min 47 sec
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The Nine Types of Leader: How the Leaders of Tomorrow Can Learn from The Leaders of Today

Shows that leaders come in distinct types, from crisis fixers to consensus-seeking diplomats. It helps you identify yours, find the companies and moments it suits, and grow toward the leader tomorrow's firms need.

Table of Content

If you have been told that real leaders are loud, magnetic and always in control, James Ashton offers a more useful picture. In The Nine Types of Leader, the former Sunday Times City Editor argues that the person who rescues a company from a cash crisis is rarely the one to run a charity with 65,000 volunteers. Leadership comes in distinct types, and each suits certain organizations and moments far better than others.

Ashton makes the case through portraits of real bosses. A Nestlé chairman waited 25 years for a coffee system to pay off. A Royal Mail chief gave up a holiday weekend to save the payroll. A Mastercard head turned a personal frustration into 500 million new customers. Recognize your own type and you can choose roles that reward your strengths and work on the gaps. Ashton also sketches the leader most companies will need next, one who weighs profit, people and the planet in a single decision.

A Nestlé chairman could captivate an opera house as much as any famous tenor without doing anything dramatic, and his strong personality helped him lead a food giant. Ashton explains why company boards are now growing wary of exactly that kind of command.

Six weeks into a new job, one chief executive learned the company might not make its next payroll. Her holiday weekend shows what a rescue leader does first, and what that kind of leader is willing to sacrifice.

One charity boss answered to tens of thousands of people who rarely agreed with each other. Her approach shows how a leader with no taste for the spotlight can still make hard and unpopular calls stick.

Sales experience is often treated as a weak line on a future leader’s résumé. A drug company chief who, six years into his marketing career, spent three months visiting clinics in Ohio later found a way to prove he was more than a salesman.

A young heir to a famous company once made his first deals from a phone booth in Hamburg. His story shows when respect for the family way helps a business and when it has to give way.

A chief executive who still teaches Saturday fitness classes and a famous founder who wore jeans to meetings share the same fuel. Ashton shows where that fuel lifts a business and where it starts to work against it.

A banker who could not rent his own apartment in New York later ran a global payments company. What he did with that frustrating memory changed the company’s reach across 80 countries.

Ashton’s portraits add up to one claim: companies change, and the leader they need changes with them. The Nestlé monarch, the Royal Mail rescuer and the National Trust listener each suited their organization at that moment, and each might have struggled in another’s chair. Knowing your type is less a label than a map of where you will do your best work.

The book closes with a ninth type, the Human leader, whom Ashton sees as the one tomorrow needs. Such leaders look ahead, are at ease with digital tools, experiment as markets shift and solve problems well. They accept that every decision touches society, and they pursue profit and sustainability together.

To move in that direction, name your own type honestly and ask which company and which moment it fits. Know your own type, work to overcome its weaknesses, and seek out roles that suit its strengths. And treat the people who work for you as the company’s core asset, since they produce its ideas and speak for it outside.

Ashton admits that holding business, society, the environment and people in view at once is hard. In his view, it is also where leadership is heading.

About this book

What is this book about?

Most advice on leadership assumes one ideal: charismatic, commanding, larger than life. James Ashton, a longtime business journalist, argues that this picture misleads. Leaders come in distinct types, and an organization's size, situation and stage decide which one it needs. The boss who keeps complete control may suit a sprawling organization yet be wrong for a creative company, and a calm consensus builder may be exactly right for a charity with many stakeholders. Ashton profiles eight types through real executives. The Alpha is at Nestlé, the Fixer at Royal Mail and BT, the Seller at Eli Lilly and the Founder at Virgin. The Scion is at JCDecaux, the Lover at Barry's Bootcamp, the Campaigner at Mastercard and the Diplomat at the National Trust and Deloitte. For each he shows the strengths, the blind spots and the advice that helps that type rise. He then describes a ninth type, the Human leader, who balances profit with people, society and the environment. Readers get a way to recognize their own style, choose roles that fit it and see which skills to borrow from the other types.

Book Information

Rating:

Genre:

Management & Leadership

Topics:

Leadership, Self-Awareness

Publisher:

Hachette

Language:

English

Narrator:

Robert

First published:

January 26, 2021

Pages:

288

Length:

14 min 47 sec

Get the book:

Amazon

Who it's for

  • Professionals doubting their charisma

    Ambitious professionals who doubt they have the big personality leadership seems to demand.

  • Managers and HR teams

    Managers and HR teams deciding which kind of leader a company needs for a crisis, a period of growth or a crowded set of stakeholders.

  • Salespeople, heirs and founders

    Salespeople, heirs to family firms and founders wondering how their background shapes their path to the top.

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About the Author

James Ashton

James Ashton spent years as a business journalist, serving as City Editor at The Sunday Times and later as City Editor and Executive Editor at the London Evening Standard and Independent titles. He has written on leadership, technology, investment and the economy for outlets including the Daily Mail, the Telegraph, Reuters and Barron's. He hosted the podcast Leading with James Ashton, and in autumn 2022 he became Chief Executive of the Quoted Companies Alliance, which represents smaller and mid-sized London-listed firms.

Ratings & Reviews

Ratings at a glance

4.3

Overall score based on 227 ratings.

What people think

Listeners find that views are mixed concerning the writer’s significant use of stories and high-profile mentions, with some listeners feeling that the concentration on prominent CEOs lacks appeal. Nevertheless, many value the thoroughly investigated depictions of different leadership methods and the actionable tips for handling a fast-paced commercial landscape. Additionally, they point out the benefit of the "Brief" portions at each chapter's conclusion, where one listener mentions these recaps deliver a transparent and effective evaluation of every category's assets and relevance. Listeners also suggest the text serves as a perceptive tool for future leaders wanting to explore more people-oriented and viable management styles.

Top reviews

Narongrit

Ashton has managed to distill years of high-level interviews into a very readable and surprisingly actionable guide. I loved the way he breaks down the 'Founder' mentality, highlighting the passion that drives people to build empires from scratch. The stories about Richard Branson and Peter Brabeck-Letmathe are genuinely inspiring if you look past the elitism and focus on the strategy. It’s rare to find a business book that is this well-researched while remaining so accessible to the average reader. Not gonna lie, I’ve already started categorizing my own managers using his framework, and it’s helped me tailor my communication style. This is essential reading for anyone who wants to understand the diverse personalities that sit at the top of the food chain.

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Oksana

Finally got around to reading this, and the timing couldn't be better for my own career transition. I’ve always struggled to define my own style, but reading about the 'Human' leader gave me a lot of confidence in my approach. Ashton’s ability to weave storytelling with practical 'Suitability' guides makes this one of the better business books I’ve picked up lately. The focus on inclusivity and social impact isn't just buzzwords here; he actually shows how it works in practice. It’s a big, ambitious book that covers a lot of ground without feeling rushed or superficial. Highly recommend it to anyone who thinks leadership is about more than just the bottom line.

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Kai

The chapter on the 'Human' leader really changed my perspective on where the corporate world is headed. While the 'Alpha' and 'Founder' archetypes felt a bit dated, the focus on sustainability and inclusivity was a breath of fresh air. Ashton writes with a punchy, journalistic style that keeps the pace moving, even when the British business references get a bit obscure. I appreciated the practical advice on how to foster profitability while still being a decent person to your employees. Some of the anecdotes are a bit long-winded, and I’ll admit I skipped part of the self-indulgent introduction. Still, it’s a solid resource for anyone looking to navigate the shifting sands of modern management without losing their soul.

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Prayoon

Picked this up because I wanted to understand why my current boss is such a nightmare, and it turns out he’s a classic Alpha. The book gave me some great insights into why certain leaders act the way they do and how to handle their inflexible nature. I particularly liked the 'Diplomat' section, as it showed a different way to lead that doesn’t involve shouting or ego. The writing is very polished, though I found the introduction a bit self-indulgent with all the references to high-profile meetings. It’s a bit heavy on British corporate examples which might lose some international readers. Overall, it’s a helpful tool for anyone trying to survive in a large organization where these archetypes are common.

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Yothaka

Is there such a thing as too many anecdotes in a business book? Possibly, but Ashton makes it work by choosing truly fascinating subjects for his profiles. I found the 'Scion' and 'Fixer' types to be the most intriguing, especially since they don't get as much press as the typical Alphas. The book does a great job of explaining why different companies need different styles at different stages of their growth. My only gripe is that it can feel a bit repetitive if you read it all in one sitting. It’s much better to digest one 'type' at a time and really reflect on the strengths and weaknesses listed. A very solid 4-star read for anyone in the corporate world.

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Savannah

After hearing a lot about this title, I expected something more grounded in organizational psychology rather than anecdotal observations. It feels like Ashton chose the number 'nine' first and then tried to cram every leader he's ever interviewed into a category. Some of the types, like the 'Diplomat' or 'Campaigner,' feel distinct, but others overlap so much it’s hard to tell them apart. Truth is, the book works best as a directory of leadership styles rather than a guide on how to actually lead. The summaries at the end of each section are the real stars here, offering clear pros and cons for each personality type. It’s a decent read for a flight, but don’t expect any groundbreaking scientific breakthroughs.

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Supranee

Look, the writing is polished and professional, which isn't surprising given Ashton's background as a business journalist. He clearly knows his stuff, but the book often feels more like a collection of magazine profiles than a guidebook. I found myself gravitating toward the 'Brief' sections at the end of each chapter because the stories in between were just too long. There’s a lot of focus on the elite—CEOs of multi-billion dollar firms—which makes it hard to relate to if you’re a middle manager. It’s an interesting look at the 'top,' but I wish there was more for the 'rest of us.' It’s okay, just a bit narrow in its scope of who a 'leader' can actually be.

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Aisha

Why did I waste my afternoon on this when I could have just read the Blinkist summaries? The author is clearly well-connected, but that leads to a relentless stream of name-dropping that feels more like bragging than teaching. I was hoping for some actual scientific reasoning or psychological backing for these nine categories. Instead, we get story after story about Nestlé or Virgin that we've all heard before. It’s light on data and heavy on the author's own subjective observations from his years in the press. To be fair, the 'Brief' sections at the end of the chapters are quite useful for a quick reference. However, the rest of the book feels like a collection of profile pieces rather than a cohesive leadership manual.

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Ploy

This book is basically a love letter to the 0.1% of corporate assholes who thrive on ego. James Ashton spends way too much time praising CEOs who are clearly out of touch with the average worker's reality. I found the 'Alpha' descriptions particularly nauseating, as if being an intimidating monarch is something we should all aspire to in 2024. Most of these men just seem like bullies with a high net worth. The writing is technically fine, but the sentiment is purely about kissing the rings of the elite. I don’t know why I expected something different from a business journalist. If you enjoy hearing about how brilliant Richard Branson is for the thousandth time, you might like this. Personally, it just made me want to vomit.

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Gor

Frankly, the constant name-dropping made me want to close the book immediately after the first twenty pages. It’s exhausting to read about every famous person the author has ever shared a room with while trying to find a kernel of actual advice. The whole premise feels like it was written for a boardroom full of 'Alphas' who want to feel good about their own flaws. There is a total lack of empathy for the people who actually have to work under these leadership types. It’s all about 'monarchs' and 'rock stars' and very little about the team members who actually get the work done. If you like worshipping CEOs, this is for you. For everyone else, it’s just a redundant exercise in corporate flattery.

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Questions about this book

Ashton describes the Alpha, a commanding monarch of big multinationals; the Fixer, who rescues companies in crisis; the Seller, who rises from customer-facing work; the Founder, a risk-taking visionary; the Scion, who inherits a family business; the Lover, driven by passion for the field; the Campaigner, who uses the firm for social change; and the Diplomat, who builds consensus. The ninth, the Human leader, is the type he believes the future needs.

James Ashton argues that no single style of leadership suits every organization. Companies differ and change over time, so each stage and situation calls for a different type. A fixer like Moya Greene suits a firm that might miss its payroll, while a diplomat like Helen Ghosh suits a charity with thousands of vocal stakeholders. Leaders who know their own type can pick roles where it works.

The Human leader is the ninth type, the one Ashton expects tomorrow’s companies to need. Such leaders look ahead, are comfortable with digital tools, experiment as markets change and solve problems well. They accept that their decisions affect society and the environment, pursue profit and sustainability together, commit to inclusivity and clear communication, and treat employees as the company’s core asset.

Start by identifying your type honestly, then look for companies and moments that suit it. Work on the weakness Ashton names for your type: alphas should delegate and listen, sellers should prove themselves in an area like finance, and lovers should show that their passion improves results. Then borrow from other types, such as the diplomat’s listening, as you move toward the Human leader.

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