In today’s world, leadership is being tested by the rapid pace of change. One might think that our fast-paced world favors Eagles and Parrots, and indeed, they thrive as leaders. But I’ve noticed a significant shift in my 30+ years since discovering the DISC styles in 1994.
At the start of my career, the C-suite was filled with Eagles. While many senior teams still embody this dominant style, more and more Doves emerge each year.
Dove leaders are well-suited for today’s workforce
As Baby Boomers (and early Gen X) retire, they are being replaced by Gen Z, a generation that cares deeply about workplace culture. And if there’s one style that excels at building culture, it’s the Doves.
Dove leaders prioritize psychological safety, shared purpose, and harmony—values that resonate deeply with a generation that emphasizes mental health, authenticity, and meaningful work. They foster loyalty by genuinely caring for their people. They pay close attention to how decisions impact people, how conflicts are managed, and whether trust grows or diminishes in everyday interactions.
While other styles focus primarily on results, Dove leaders shape the environment to sustain success. They cultivate cultures where individuals feel safe speaking up, supported through struggles, and connected to a purpose larger than their own roles. This ultimately builds loyalty, resilience, and a team that consistently offers its full energy.
Dove leadership in action
Here are some examples of Dove CEOs who have achieved remarkable results:
Indra Nooyi, former CEO of PepsiCo: Nooyi’s Dove leadership blended care with clarity. She paid close attention to people, culture, and long-term well-being while making tough strategic decisions. Her ability to balance employees’ humanity with shareholder demands garnered loyalty and sustained performance.
Tim Cook, CEO of Apple: Cook leads with steadiness, listening, and inclusion rather than charisma or force. His Dove instincts are evident in how he highlights diverse voices, empowers teams to make decisions, and builds trust through consistency. Under his leadership, Apple’s strength derives from alignment and quiet confidence, not flashy theatrics.
Satya Nadella, CEO of Microsoft: Nadella’s Dove approach manifested in how he shifted Microsoft’s emotional tone. He made empathy a leadership expectation, not a soft add-on, fostering collaboration and learning after years of internal competition. Psychological safety became a key driver for growth, enabling teams to innovate without fear and reconnect with a shared purpose.
Howard Schultz, Founder and former CEO of Starbucks: Schultz’s Dove style was rooted in dignity and belonging. He treated culture as sacred, referring to employees as partners and backing this with real investments in healthcare, education, and equity. His people-first decisions weren’t symbolic; they fostered loyalty, trust, and a shared identity that fueled Starbucks’ growth.
Looking ahead
The next era of leadership won’t go to those who speak the loudest or move the fastest. It will belong to those who cultivate environments where people feel supported, have opportunities to be their best selves, and can bring their full energy to the work.
As Gen Z becomes a larger part of the workforce, I wouldn’t be surprised if we see more Dove leaders guiding the way.
About Merrick Rosenberg
Merrick Rosenberg is the creator of the Eagle, Parrot, Dove, and Owl personality framework and author of Personality Intelligence: Master the Art of Being You. As an award-winning speaker and founder of Take Flight Learning, Merrick has helped hundreds of thousands of people unlock the power of personality styles to transform their communication, leadership, and relationships. He’s on a mission to make self-awareness accessible, fun, and unforgettable.
