What is the Disagreeableness Theory of Entrepreneurship?

In his book David and Goliath (2013), Malcolm Gladwell introduces disagreeableness as a key attribute of entrepreneurs.

Gladwell explains this not as being rude, but as a psychological capability: not needing the social approval of peers. Most people are naturally influenced by critical feedback. If a friend or family member says "that is a bad idea" and you stop, you are demonstrating "agreeableness." In contrast, a successful entrepreneur often requires a specific kind of social resilience to ignore that feedback.

The IKEA Example: Risking Disapproval

Gladwell cites Ingvar Kamprad, the founder of IKEA, as a prime example. Kamprad pioneered outsourcing production to Soviet periphery states during the height of the Cold War. At the time, this was seen as unpatriotic and a terrible idea by his peers in Sweden.

In this case, the entrepreneur was not afraid of being criticized or socially ostracized. Disapproval did not stop him from trying. The "disagreeable" entrepreneur shrugs off social pressure and failure, moving forward regardless of public opinion.

The David and Goliath Metaphor

Interestingly, Gladwell uses an interpretation of the David and Goliath story to illustrate this point. He views David not as an underdog, but as a disagreeable innovator. David refused to fight with traditional weapons (armor and sword) which would have guaranteed his defeat. Instead, he broke the "rules" of war by using artillery (the sling) to defeat the giant.

Connection to Other Entrepreneurial Theories

The Disagreeableness Theory adds to the growing list of personality trait theories in entrepreneurship. It suggests that a sense of urgency is needed, as well as a belief that the world is volatile and can be changed. These dimensions overlap with other established theories: