While Coolers are “liked” and Closers are “respected,” Cleaners are “feared.” While some try to show off by being loud or flashy, Cleaners command respect with the power of their presence. Rather than acting like a “blowhard,” Cleaners simply execute their plans and leave a winner. Grover points to the Olympic Games as a prime example, as there is always a braggart athlete who talks themselves up but cannot deliver. He respects athletes such as Michael Phelps for quietly putting in the work and winning medals. He remembers how Michael Jordan, nicknamed “The Black Cat,” used to walk quietly through his opponents’ locker room simply to intimidate them with his presence before the game. This technique interrupted his opponents’ mental preparations, making them fear Jordan.

While athletes’ physicality is important, their mental and intellectual behaviors are, too. Some can inspire fear in their opponents through their intelligence and self-control. Being a class act also matters. Jordan used to always pay attention to the details of each game, such as his sponsors, and dressed for the part. He made sure to greet fans before and after each game, as he knew that many could only ever glimpse him in the parking lot since they couldn’t afford a ticket. Grover laments how many players neglect their demeanor and appearance. When Kobe Bryant was benched due to an injury, he wore suits to games and carried a clipboard, showing his dignity and his continued commitment to the team.

The author urges the reader to lose their desire to be “likeable,” as there is nothing productive or memorable in merely being “nice.” He prides himself on being disliked since he knows how effective he is in his job. He concludes by telling the reader that they don’t need to make friends; they need to deliver.

Grover’s ideas about what constitutes a “classy” appearance and demeanor are highly culturally specific; although Grover advises readers to disregard “likeability,” his praise of Kobe Bryant for wearing a suit caters to Western, upper-middle-class ideas of professionalism. Conversely, his emphasis on gaining a reputation as a dominant and fearsome person may be less relevant outside the field of athletics, where players are in direct, physical conflict with their opponents. Nevertheless, Grover’s advice about prioritizing easy rapport over achieving concrete results has widespread applicability. 

Chapter Lessons

• It is more effective to be feared than liked.
• Trying to fit in or be popular can distract from achieving success.
• Show class and confidence in your speech and behavior.

Reflection Questions

• Do you think others fear or like you? How does this help or hinder you?
• Would it be ethical or appropriate to be “feared” in your workplace? Why?
• Do you agree with Grover that people’s demeanor and presentation contribute to their success?