Fours find they excel when they discover or create an environment that rewards subjective, rather than objective values. Of course, fashion, theatre, music come to mind, but in business settings, Fours do well when they can employ the softer subjective forms of power. Steve Jobs, everyone’s favorite Four at the moment, made Apple products beautiful. The iPod was not the first MP3 player, it was the prettiest. A whole book has been devoted to describe how Jobs marketed “cool.” Aggressive leaders often overlook the power of beauty because it is so hard to quantify. But it is precisely in those subtle areas that Fours excel. Fours also often do extremely well with symbolism and when they employ this sensitivity, they do well in marketing.