Primary Colors

They call it mellow yellow.
Magazine Contributor
1 min read

This story appears in the July 1998 issue of Entrepreneur. Subscribe »

What color are you, anyway? According to Taylor Hartman, author of personality-assessment guide The Color Code (Scribner), most people fall into one of four categories: Reds (Power Wielders), Yellows (Fun Lovers), Blues (Do Gooders) or Whites (Peace Keepers). Your "color," Hartman contends, influences your behavior in relationships and in business.

As you may have guessed, he's pegged the ultimate entrepreneurial hue. "Reds tend to be more committed to success," Hartman says, but they're often too demanding.

The next type most likely to start a business? Yellows--the popular ones who stand out from the crowd. But they often don't lead efficiently. Although Blues forge long-term business relationships, their self-criticism often impedes success. And Whites? "Whites want [to own businesses] the most," Hartman says. "They like to be independent, but they don't have the drive or the ability to compete."

The beauty of the classifications is that savvy business owners can develop the best traits of any color.

More from Entrepreneur

David provides constructive insight to help businesses focus on their company growth, build brand awareness and know when and how to raise money.
Book Your Session

For a limited time only, get this bundle of Entrepreneur PressĀ® titles for less than $30 (60% OFF) on our bookstore when you use "LEAP" at checkout.
Buy Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.