Archetypes

Question 1

Hero

Answer 1

Where there’s a will there’s a way

- competence, courage, innovative impact the world

Question 2

Caregiver

Answer 2

Love your neighbour as yourself

- protect others, support families

Question 3

Jester

Answer 3

YOLO
Live in the moment
Give people a sense of belonging, fun loving companies

Question 4

Creator

Answer 4

If you can imagine it, it can be done
Creativity, imagination
Give customers choices and options

Question 5

Explorer

Answer 5

Don’t fence me in
- freedom, ambition
Helps people feel free
Individuality

Question 6

Innocent

Answer 6

Free to be you and me
Get to paradise
Be happy
Optimism

Ex. Mcdonalds

Question 7

Outlaw

Answer 7

Rules are made to be broken
Revenge or revolution
Help people belong

Question 8

Lover

Answer 8

You’re the only one

Intimate, passionate, graditute

Question 9

Sage

Answer 9

Truth will set you free
- wisdom, intelligence
Provide expertise or info to customers
Research facts

Question 10

Ruler

Answer 10

Power, leadership
Control
Create prosperous community
High status product/service