Archetype Exercise

EXPLORER

Main Goal:

Live a more fulfilling life through exploration

Description:

The Explorer craves freedom and adventure, finding fulfillment
through discovery and new experiences. This archetype is restless,
dissatisfied, and bored with ordinary life and seeks to escape it,
both physically and mentally. The Explorer loves nature and is often
drawn to wide-open spaces, mountains, and the roads less traveled.

The Explorer’s journey is both inner and outer, as this archetype
seeks to find oneself through exploration of the world.
Explorer brands promise freedom and a way to experience the
new and unknown. They sound authentic and true to who they are,
often making products that are rugged, sturdy, and made for use in
nature, on the road, or in dangerous settings.

Strengths:

sense of adventure, independence, self-reliance, fearlessness, spontaneity

Risk:

Can appear to wander aimlessly, without any purpose

Examples:

Amelia Earhart, Huckleberry Finn, Jeep, The North Face, Discovery Channel, NASA, GoPro, REI

Other Names:

Adventurer, Pioneer, Seeker, Wanderer, Quester, Trailblazer

SAGE

Main Goal:

Gain wisdom and better understand the world

Description:

The Sage seeks out knowledge and truth, constantly looking for new
sources of information and better ways of understanding the world.
This archetype enjoys the process of research, believes it’s important
to think for oneself, excels at critical and innovative thinking, and
strives to be an expert. More than anything, the Sage fears being
duped or misled — or misinterpreting information or a situation.
The Sage may lack charisma or social graces, but certainly makes up for it
with intelligence.

Sage brands provide expertise or information to customers,
encouraging them to think and helping them make smarter
decisions. It’s important for Sage brands to establish credibility
and support claims of quality with hard data — as these purchasing
decisions are often rational transactions.

Strengths:

Intelligence, wisdom, insight, curiosity

Risk:

May come off as too passive, pedantic, or dogmatic

Examples:

Hermione Granger, Albert Einstein, Sherlock Holmes, NPR, Smithsonian, Harvard University

Other Names:

Scholar, Philosopher, Detective, Researcher

BON VIVANT

Main Goal:

Live in the moment and enjoy life

Description:

The Bon Vivant lives in the moment and revels in pleasurable
experiences, fully believing in the motto of “you only live once.”
This archetype appreciates the physical joy of being human, as well
as the beauty of life. While the pursuit of pleasure and avoidance
of pain are the main drives for the Bon Vivant, it’s not about
experiencing as much as possible, but rather about finding the most
worthwhile experiences. Open-minded and generous, the
Bon Vivant is well liked by others, but doesn’t form deep,
meaningful relationships.

Bon Vivant brands provide pleasurable experiences and allow
customers to indulge. Although they are often hedonistic and
sensual, these brands may also focus on health, as pleasure can be a
key to wellness.

Strengths:

Wittiness, generosity, openness, approachability

Risk:

Often perceived as overly self-indulgent

Examples:

Dionysus, Mick Jagger, Las Vegas, Playboy, Burning Man, Yolo Rum, Lamborghini

Other Names:

Hedonist, Sensualist, Epicurean, Connoisseur

ATHLETE

Main Goal:

Push human limits and be one’s best self

Description:

The Athlete is driven by the desire to reach their fullest potential and be one’s best self.
While this often includes physical feats of strength, agility, or endurance — mental acuity
and focus is just as important as physical achievement. And it’s not always about winning either.
The Athlete represents the strength of character and discipline it takes to push limits and
achieve peak performance, even when there is no contest or competition.

Athlete brands empower customers to perform better and challenge society’s beliefs on human limitation.
They don’t have to be connected to sports, but simply have a passion for achievement and pushing the mind
and body past perceived boundaries.

Strengths:

Persistence, resilience, strength, discipline, endurance

Risk:

May place too much importance on physical skills and attributes

Examples:

Michael Jordan, Olympics, Under Armour, Adidas, U.S. Army

INNOVATOR

Main Goal:

Invent or create something completely novel

Description:

The Innovator is always chasing big ideas, making unexpected
discoveries, and taking risks. This archetype isn’t content with small,
incremental changes — but wants to come up with truly life-changing
innovations. Comfortable with uncertainty and always willing
to experiment, the Innovator is driven by the quest to discover
something new.

However, the Innovator’s head isn’t always in the clouds. The Innovator
also believes in applying rigorous research and development in order
to turn high-potential concepts into a feasible reality.

Innovator brands see innovation as a constant process and are
always coming up with something new. Today, they are most
often associated with technology companies, but could be found
anywhere new discoveries are taking place.

Strengths:

Curiosity, ingenuity, originality, intelligence, risk-taking

Risk:

May have difficulty staying focused or turning ideas into action

Examples:

Nikola Tesla, Henry Ford, Doc Emmett Brown, Android, GE, Dyson

Other Names:

Inventor

VISIONARY

Main Goal:

Help build the world of tomorrow

Description:

The Visionary is capable of imagining the possibilities that appear
beyond reach and making them a reality. Seeming to possess the
gift of foresight, this archetype stands out from the rest in its ability
to have an impact on the future. The Visionary is extremely intuitive
and intelligent, but must also be bold and willing to take chances
on the unknown.

Most often, the Visionary will strive to work for the
greater good of society and humankind, but altruism is not always a
requirement for this archetype.

Visionary brands stand out from those who are simply innovators
by offering possibilities for the future that others are only
beginning to imagine — which is why few brands can truly own
the title of Visionary.

Strengths:

vision, foresight, imagination, boldness, intuition

Risk:

may come off as arrogant and unapproachable

Examples:

Nostradamus, James Madison, Steve Jobs, IBM, Google, Tesla

Other Names:

Luminary

ENGINEER

Main Goal:

Solve the most difficult challenges

Description:

The Engineer is someone who lives to find innovative solutions to problems both big and small.
Largely internally motivated, this archetype doesn’t need praise or recognition, but is simply happy to be challenged intellectually.
While innovative, the Engineer is also practical and sensible — employing a structured approach to problem solving and focusing
on delivering results rather than ideas.

The Engineer loves to explore how things work and doesn’t find any problem too small, as long as it presents a challenge.
This archetype is also a great team player that likes to work together towards a shared goal.

Engineer brands are devoted to fixing problems and making things work.
They are often known for being reliable, honest, and grounded.

Strengths:

Practicality, intelligence, patience, reliability, logic

Risk:

May get lost in the problems and forget about the people

Examples:

Alan Turing, Arrow Electronics, Texas Instruments

Other Names:

Solver, Builder

ENTREPRENEUR

Main Goal:

Continually turn big ideas into reality

Description:

Achievement-oriented to a fault, the Entrepreneur is all about
turning big ideas into reality. Like the Innovator, the Entrepreneur is
known as an idea generator, but unlike the Innovator, this archetype
is very results-focused and competitive. This archetype champions
new ideas and inspires others to pursue them.

The Entrepreneur is ambitious, confident and can be an exceptional
leader, but also places a high value on independence and doesn’t
always take direction well.

Entrepreneur brands are driven by a sense of accomplishment
and are determined to succeed and help others do so. They not only
have great ideas, but also the confidence and expertise to make
them a reality.

Strengths:

Confidence, leadership, inspiration, ideation, determination

Risk:

Often too willing to “fail faster” in order to move on

Examples:

Gary Vaynerchuk, Mark Zuckerberg, Thomas Edison, Fast Company, Y Combinator, Salesforce

Other Names:

Founder

CREATOR

Main Goal:

Create something of enduring value

Description:

Driven by a passion for self-expression, the Creator taps into the
human imagination and gives form to vision. This archetype believes
that if it can be imagined, it can be created, and strives to produce
something that is meaningful and memorable. The Creator creates
to express, not to impress, and values quality over immediate profit.

The creative process is extremely important, and the idea of “selling
out” can be abhorrent, especially since the Creator fears being
perceived as inauthentic.

Creator brands are imaginative and creative, providing others with
the ability to express themselves. These brands have a lot of appeal
in a world where people are often looking for creative outlets in life
or ways to beautify themselves and their surroundings.

Strengths:

Imagination, creativity, artistry, originality, inspiration

Risk:

Can be perceived as too impractical

Examples:

Pablo Picasso, Martha Stewart, Good Housekeeping, Lego, Crayola, Williams Sonoma, Singer

Other Names:

Artist, Designer, Producer, Maker

SCIENTIST

Main Goal:

Contribute to the greater good of humanity

Description:

Passionate about exploring and understanding life’s mysteries, the
Scientist is driven by a quest for truth. This archetype works tirelessly
for a perceived greater good, focused on discovering solutions
to critical human problems. The Scientist doesn’t need external
recognition, but is satisfied with knowing one’s brilliance and the
impact of one’s work.

This archetype may at times be perceived as
mad or crazy by others, but doesn’t pay heed to their opinion.

Scientist brands strive to improve the world through scientific
discovery. They are often found in healthcare, pharmaceuticals, and
other related industries that are dedicated to applying innovative
solutions for the good of humanity.

Strengths:

brilliance, dedication, curiosity, conviction, vision

Risk:

can be seen as overstepping human morality

Examples:

Louis Pasteur, Bill Nye, Mr. Spock, Genentech, AncestryDNA, Pfizer

GUARDIAN

Main Goal:

Protect one’s community and the people in it

Description:

The Guardian lives to protect and defend others, feeling a great
sense of personal responsibility for the wellbeing of the family,
community, or country. At its core, the Guardian is a self-sacrificing
archetype willing to put everything on the line in order to ensure
the safety of others.

This is also a very traditional archetype that places high importance
on the value of family, community, and traditional values.

Guardian brands dedicate themselves to the protection of a country
or community, promising to do whatever it takes to ensure their
safety. For this reason, they may often have a military aspect, even
if they aren’t entirely military brands.

Strengths:

Strength, courage, dedication, reliability, self-sacrifice

Risk:

Sometimes led astray by the belief that the end justifies the means

Examples:

Dwight D. Eisenhower, Captain America, National Guard, Raytheon, Northrop Grumman

Other Names:

Protector, Defender

CITIZEN

Main Goal:

Better one’s community or country

Description:

The Citizen believes in the power of every person to contribute
positively to society and values the good of the community over any
one individual’s goals. Like John F. Kennedy, the Citizen asks not
what their country can do for them, but what they can do for their
country.

Principled to the core, this archetype has a deeply instilled
sense of integrity, fairness, and responsibility to the community.
The Citizen celebrates diversity, and believes in working together
towards a better future.

Citizen brands stand up for their beliefs and for the rights of others
in the community. They are optimistic, but also pragmatic — and can
often be very innovative in how they approach society’s challenges.

Strengths:

Integrity, fairness, faith, morality, responsibility

Risk:

cMay seem to not care about individuals as much as the whole

Examples:

John F. Kennedy, U.S. Department of Education, Code for America

RULER

Main Goal:

Gain power and control

Description:

The Ruler exudes power and authority — always appearing
confident, in control, and in charge. This archetype naturally takes
on leadership roles and the responsibility of maintaining order and
stability in a chaotic world. The Ruler doesn’t like being told what to
do and strives for self-mastery, power over others, and superiority.

Ruler brands offer image, status, control, or prestige — appealing
to the innate human desire to be successful, wealthy, important,
and powerful. This archetype is often adopted by large government
organizations or high-status products that offer superior quality or
performance and strive to differentiate themselves from populist
Everyman brands.

Strengths:

Leadership, responsibility, influence, confidence, superiority, taste

Risk:

Can come off as pretentious or authoritarian

Examples:

Margaret Thatcher, IRS, American Express, Rolex, The Four Seasons, Microsoft, Charles Schwab, Bentley

Other Names:

Sovereign, Emperor, King, Boss, Leader

HUMANITARIAN

Main Goal:

Improve the lives of people around the world

Description:

The Humanitarian believes that it’s every individual’s duty to help
improve the world for all the people living in it. This archetype
is selfless and altruistic and believes in the inherent good of
humankind. Seeing beyond borders and physical differences, the
Humanitarian encourages others to practice empathy and help those
less fortunate.

Humanitarian brands strive to improve the lives of others — whether it’s
by providing healthier food in stores, tackling mental health issues,
assisting impoverished communities, or any issue in-between.

Strengths:

altruism, selflessness, empathy, kindness

Risk:

can be seen as too idealistic and not realistic

Examples:

Mother Teresa, Whole Foods, Talkspace, Habitat for Humanity, American Red Cross, TOMS

EVERYMAN

Main Goal:

Gain a sense of belonging

Description:

Finding enjoyment in the ordinary and normal, this archetype doesn’t want
to be special or stand out from the crowd. Highly egalitarian and
democratic, the Everyman believes that all people matter equally
and is put off by elitism. With this archetype, what you get is what
you see, making authenticity and sincerity very important.

Everyman brands help people feel like they belong and usually
address common, everyday needs. They have an authentic, down-to-
earth quality that makes them seem genuine and differentiates
them from elitist competitors.

Strengths:

Realism, empathy, lack of pretense, relatability, authenticity, sincerity

Risk:

May get lost in the crowd

Examples:

Tom Hanks, George W. Bush, Jim Beam, Wrangler Jeans, Home Depot, Wendy’s, Trader Joe’s, Craigslist, cotton

Other Names:

Common man, Regular Guy/Gal, Teammate

ROMANTIC

Main Goal:

Attract, facilitate, and nurture love

Description:

The Romantic yearns for love and seeks deep, intimate connections
with other people. Guided by emotions, this archetype believes
passion should infuse all our lives and thinks the world is often too
lonely and impersonal. Unlike the Everyman, the Romantic doesn’t
want to blend in, but prefers to stand out and feel special.

The Romantic loves to express affection, appreciates beauty, strives to be
attractive, and delights in the sensual.

Romantic brands help people feel loved, special, and cared about.
They often provide sensual, intimate experiences and a promise
of beauty. These brands appeal to people’s aesthetic appreciation,
sentimentality, and natural yearning for love.

Strengths:

Sense of romance, affection, passion, charm, charisma

Risk:

May seem fake, shallow, or unrelatable

Examples:

Don Juan, Marilyn Monroe, Victoria’s Secret, Godiva, Axe, Hallmark, Revlon, Chanel, Durex

Other Names:

Lover, Seducer, Cinderella

MATCHMAKER

Main Goal:

Pair people together for their mutual benefit

Description:

The Matchmaker uses analytics and human insight to help build
successful relationships between people. This archetype is a
strategic, intuitive intermediary that can easily spot patterns, make
connections, and predict outcomes. The Matchmaker doesn’t need
public acknowledgment and prefers to work behind the scenes,
making sure to keep exchanges confidential as necessary.

Matchmaker brands connect individuals in mutually beneficial
partnerships. While it is easiest to imagine this brand in the dating
service industry, it can apply to industries that facilitate any type of
transaction — from real estate to sales.

Strengths:

Intuition, strategy, logic, discernment, confidentiality

Risk:

Can be seen as profiteering off others

Examples:

Cupid, eHarmony, eBay, DonorsChoose.org, RE/MAX, Zillow

Other Names:

Broker, Facilitator

NETWORKER

Main Goal:

Build communities

Description:

The Networker believes that building communities is essential for
the collective good and for human progress, as lone individuals can
only get so much accomplished on their own. Social, cultured, and
incredibly good with people, this archetype has a large sphere of
influence and can be a powerful facilitator for making connections,
spreading ideas, and driving change.

Networker brands help build communities in all their various forms:
social sites, communication and collaboration platforms, online
forums, and more. If focused on very niche-topic communities, these
brands may often incorporate a secondary archetype.

Strengths:

Confidence, social intelligence, empathy

Risk:

Often seen as flighty or unfocused

Examples:

Robert Baden-Powell, Karl Marx, Facebook, LinkedIn, Meetup, Slack, Reddit, Women in Technology

Other Names:

Socialite, Community Builder

DIPLOMAT

Main Goal:

Solve disputes between people

Description:

The Diplomat is a powerful mediator and peacemaker that strives
to solve disputes by finding common ground between competing
interests and agendas. Adept at reading people and situations, this
archetype navigates complex environments and manages difficult
personalities with ease. The Diplomat doesn’t seek the spotlight and
is often the unsung hero of history.

Diplomat brands work to find common ground between different
individuals or groups of people. They often work behind the scenes —
in the instance of PR firms and mediation companies, for example.

Strengths:

diplomacy, patience, communication, charm, discretion, integrity

Risk:

could be perceived as biased

Examples:

Pocahontas, Henry Kissinger, Sard Verbinnen & Company, Ferro Law & Mediation Group

Other Names:

Mediator, Arbitrator, Negotiator, Peacemaker

JESTER

Main Goal:

Bring joy and laughter to the world

Description:

The Jester loves to make others laugh, lightens up the world, and
helps people recapture the playfulness and joy of childhood. This
archetype is rarely self-conscious, often self-deprecating, and has
no problem with being seen as outrageous or ridiculous.

The Jester is an original, creative thinker who can skillfully twist meaning and
encourage others to see things in new and unexpected ways.

Jester brands understand that people are always hungry for
laughter. They can apply humor to any situation, are often seen
as fun-loving and original, and help people have a good time.

Strengths:

Humor, spontaneity, levity, joy, playfulness

Risk:

Might not be taken seriously

Examples:

Weasley twins, Robin Williams, M&M, Comedy Central, Cards Against Humanity, Old Spice

Other Names:

Humorist, Comedian, Clown, Joker

ENTERTAINER

Main Goal:

Entertain others

Description:

The Entertainer loves to perform for others and has a unique ability
to hold an audience’s attention, immerse them in an experience,
and emotionally engage them. This archetype strives to provide
an enjoyable escape from boredom, reality, and the burdens of
everyday life. Most Entertainers also enjoy fame, as well as being on
stage and the center of attention.

Entertainer brands are often highly artistic and well-liked by the
public. They provide a wide variety of entertaining experiences —
whether in person, in print, or on the TV or radio.

Strengths:

Artistry, confidence, charisma, emotion

Risk:

Often seem arrogant and self-focused

Examples:

Frank Sinatra, Warner Bros. Entertainment, New York City Ballet, Pandora Radio, HBO, PlayStation

Other Names:

Performer, Artist

MUSE

Main Goal:

Inspire others and facilitate growth

Description:

The Muse provides clarity amidst mental chaos, inspires creative
endeavors, encourages artistic expression, and facilitates
personal growth. Originating in Greek mythology, the Muses were
inspirational goddesses of literature, science, and the arts — but
today can refer to any person who provides inspiration for others and
brings energy, passion, and radiance.

Muse brands encourage creative expression and growth, or
sometimes simply provide a venue for shared creative experiences.

Strengths:

Inspiration, motivation, passion, selflessness

Risk:

Can seem unfocused or chaotic

Examples:

Mona Lisa, Dribbble, Pinterest, Canvas and Cocktails, National Endowment for the Arts

STORYTELLER

Main Goal:

Connect people with human stories

Description:

The Storyteller collects and shares stories — relaying information and
knowledge across space and time. However, unlike the Entertainer,
this archetype doesn’t do it simply to entertain, but to elicit powerful
emotions, teach valuable lessons, preserve history, and explore what
it means to be human. The Storyteller often tackles difficult topics
that have a significant impact on society.

Storyteller brands are often found in literature, film, music, news
companies, and historical organizations.

Strengths:

Eloquence, expressiveness, insight, creativity

Risk:

May be seen as exaggerating or telling untruths

Examples:

William Shakespeare, Bob Dylan, The New Yorker, U.S. Holocaust Memorial Museum

Other Names:

Bard

PROVOCATEUR

Main Goal:

Inspire people to wake up to truths and take action

Description:

The Provocateur channels energy, humor, and sharp insight to stir
emotions, and provoke people to take action. Seeing apathy and
complacency as the enemy, this archetype is known as a disruptive
agitator who applies controversial tactics to shake things up.

The Provocateur refuses to be censored or ignored and can be very
polarizing.

Provocateur brands apply various forms of comedy to open people’s
eyes to issues around the world. While they can appear as irreverent,
they are usually strong supporters of a cause.

Strengths:

Fearlessness, astuteness, activation, wit

Risk:

May be seen as rude or offensive

Examples:

John Oliver, The Colbert Report, The Onion, SNL, Charlie Hebdo

MENTOR

Main Goal:

Teach and guide others

Description:

The Mentor supports the learning and personal development of
others, acting as a teacher, guide, advisor, or trainer. Possessing
an astute understanding of the world, this archetype strives to
provide the skills and knowledge for others to meet life’s toughest
challenges.

The Mentor also acts as the voice of wisdom and reason,
sometimes even representing one’s internal conscience.

Mentor brands are most often found in educational organizations,
but can represent any company that seeks to guide others and
facilitate learning.

Strengths:

Intelligence, knowledge, trustworthiness, reliability

Risk:

May come off as too pedantic or dogmatic

Examples:

Yoda, Oprah Winfrey, Harvard University, Kaplan, CodeAcademy, Skillshare, Big Brothers Big Sisters

Other Names:

Teacher, Trainer, Guide, Advisor

STEWARD

Main Goal:

Serve the interests of others

Description:

The Steward devotes oneself to the aims of others, helping them
better themselves and achieve their goals. This archetype lives to
serve and be of use — and has a heightened sense of responsibility to
the community and to society in general. The Steward is extremely
humble and doesn’t need public recognition.

Steward brands are popular in any industry — from domestic
products to government services. In addition to providing helpful
products and services, these brands are also dedicated to providing
exceptional customer service.

Strengths:

Helpfulness, thoughtfulness, support, humility

Risk:

May seem too passive

Examples:

Alfred Pennyworth (from Batman), Dobby, Uber, Zappos, Wix, Square, ADP

Other Names:

Servant, Enabler, Assistant

ADVOCATE

Main Goal:

Be a champion who empowers others

Description:

The Advocate is dedicated to the empowerment of others, acting as
their champion and helping them reach their full potential. Unlike
the Steward, the Advocate doesn’t just help others, but empowers
them to help themselves. The Advocate is a great leader and rarely
hides behind the scenes.

Advocate brands adopt the goals and priorities of their customers as
their own, openly advocating for their needs, providing them with
the tools to advance, or removing obstacles on their way to success.

Strengths:

Leadership, dedication, empowerment

Risk:

Can sound too overbearing or presumptuous

Examples:

Ron Conway, Office of the Federal Public Defender, Small Business Administration, Association for Women in Science

Other Names:

Champion

CAREGIVER

Main Goal:

Care for and protect others

Description:

The Caregiver is driven by a desire to care for others, make them
feel nurtured and safe, and alleviate their pain and problems. This
archetype feels a great responsibility to those less fortunate and
lives by the motto of loving one’s neighbor as oneself.

The Caregiver excels at anticipating people’s needs, dealing with
difficult issues, and connecting with others emotionally.

Caregiver brands make people feel safe, nurtured, and cared about.
They are natural considerations for medical care, health products,
insurance companies, banks, financial planning services, and nonprofits.
Caregiver brands can also be found in technology companies
that innovate with the goal of helping others.

Strengths:

Compassion, empathy, generosity, sincerity, selflessness

Risk:

May be perceived as a martyr

Examples:

Mother Teresa, Campbell’s Soup, Allstate, Johnson & Johnson, Volvo, Kaiser Permanente, Vicks NyQuil

Other Names:

Healer, Angel, Nurturer, Caretaker

COMPANION

Main Goal:

Be a friend or ally to others

Description:

The Companion acts as a trusted friend and confidante, lending
a listening ear, providing encouragement and advice, and giving
a helping hand when necessary. This archetype enjoys building
relationships, unselfishly offering support without disapproval or
judgment. The Companion is usually very outgoing and social, has
a great personality, and makes friends easily.

Companion brands often position themselves as a competitive
alternative to Steward or Advocate brands by being “friendlier”
and more enjoyable to work with.

Strengths:

Friendliness, loyalty, encouragement, support

Risk:

May seem co-dependent or overly encourage dependence

Examples:

Ron Weasley, Lassie, Dear Abby, Guide Dogs of America, Lyft, Frommer’s

Other Names:

Friend, Ally