Gérald Faust who suggests that the four main management functions are part of a self-developed multi-faceted metric. He says this new metric can provide insight into an organization's culture and inner workings as well as a way to facilitate and predict its long-term and short-term success. Faust continues that management and personality theories seem to merge in this perspective and he supports his theory in the form of four roles. It introduces the p role or producer role, which focuses on what is done, and the a role or administration role, which focuses on how things are done. Both of these roles provide short-term insight into a company's overall success. The e-role or entrepreneurial role and the I-role or integration role provide long-term insight into the overall success of a business. The role of the entrepreneur focuses on creativity, risk, and adaptability, while business integrators focus on vertical alignment. Although it is clear that these roles can often conflict with each other, Faust implies that these roles serve individual functions which, when effectively combined, serve a higher purpose.