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Month

February 2016

The Romantic Archetype

  The Romantic “I only have eyes for you” Also called: Lover, partner, friend, intimates, matchmakers, connoisseurs, sensualists, harmonisers Core desire: Intimacy and sensual pleasure Goal: Being in a relationship with people, work, experiences and surroundings they love. Create tactile experiences. Fears: Being along, unwanted, unloved Strategy: Becoming more and more attractive both physically and
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The Hero Archetype

  The Hero “Where there’s a will, there’s a way” Also called: Warrior, crusader, superhero, soldier, athlete, dragon slayer, competitor, victor Core desire: To prove one’s worth through courageous acts. Goal: To improve the world through exertion of mastery. Fears: Weakness, vulnerability, giving up. Strategy: Gaining ultimate strength, competence and power. Gift: Competence and cou
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The Wise Teacher Archetype

  The Teacher “The truth will set you free” Also called: Sage, expert, oracle, scholar, detective, adviser, researcher, thinker, planner, professional, mentor, teacher, evaluator Core desire: To discover the truth. To be a trusted source of information. Goal: To use wisdom, intelligence and analysis to understand the world. Fears: Getting duped or misled, ignorance. Strategy: To seek information, to
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The Royal Archetype

  The Royal “Power isn’t everything. It’s the only thing.” Also called: Boss, leader, aristocrat, parent, politician, role model, manager, administrator, ruler, executive, sovereign Core desire: Control. Goal: To create a prosperous successful family, company, community. Create order from chaos. Fears: Chaos, being overthrown. Strategy: Exert leadership. Exercise power, confidence, exclus
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The Artist Archetype

  The Arist “If it can be imagined, it can be created” Also called: Creator, innovator, inventor, musician, writer, dreamer, entrepreneur, designer, maker Core desire: To create something of enduring value. Goal: Give form to a vision. Fears: Being mediocre. Strategy: Hone artistic skill, promote individuality. Gift: Creativity and imagination. Marketing niche: Visionary, help customers express or cr
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The Magician Archetype

  The Magician “It can happen!” Also called: Visionary, catalyst, innovator, mediator, shaman, healer, medicine man, transformer Core desire: To know the fundamental laws of how the universe works. Goal: To make dreams come true. Fears: Unanticipated negative consequences. Strategy: Develop and live a vision. Gift: Finding win-win outcomes. Marketing niche: Help people transform their world, inspire
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The Rebel Archetype

  The Rebel “Rules are meant to be broken” Also called: Outlaw, maverick, revolutionary, villain, wild man, misfit, enemy Core desire: Revolution. Goal: To destroy what is not working. Fears: Being powerless and inconsequential. Strategy: Disrupt, destroy, shock. Gift: Outrageousness, radical freedom. Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break wi
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The Entertainer Archetype

  The Entertainer “If I can’t dance, I don’t want to be part of your revolution” Also called: Jester, performer, clown, fool, trickster, joker, prankster, comedian Core desire: To fully enjoy every moment. Goal: To have a great time and lighten up the world. To get people to enjoy life to the fullest. Fears: Boredom or being boring. Strategy: Play, jokes, being funny, putting on a show. G
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The Explorer Archetype

  The Explorer “Don’t fence me in” Also called: Seeker, adventurer, wanderer, individualist, pilgrim, rebel, pioneer Core desire: The freedom to find out who you are through exploring the world. Goal: A more fulfilling life. Fears: Getting trapped, conforming, inner emptiness. Strategy: Journey, new experiences, escape from boredom. Gift: Autonomy, ambition, ability to be true to oneself. Marke
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The Nurturer Archetype

  The Nurturer “Love your neighbour as you love yourself” Also called: Caretaker, Caregiver, Altruist, Saint, Helper, Supporter Core desire: To protect people from harm. Goal: To help others. Fears: Selfishness and ingratitude. Strategy: Doing things for others, service, focus on other people. Gift: Compassion and generosity. Marketing niche: Help people care for themselves. Share your story: Volunte
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The Optimist Archetype

  The Optimist “Free to be you and me” Also called: Innocent, Pollyanna, Utopian, Traditionalist, Naive, Mystic, Sait, Romantic, Dreamer Core desire: To experience paradise. Goal: To be happy. Fears: Doing something wrong or bad that will provoke punishment, the world getting tainted by something negative or unnatural. Strategy: Do things right. Gift: Faith and optimism. Marketing niche: Companies wi
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The Friend Archetype

  The Friend “All men and women are created equal” Also called: Regular Guy, Everyman, Guy/Girl Next Door, Realist, Best Friend, Good Old Boy, Regular Jane, The Common Man, The Working Stiff, The Solid Citizen, The Good Neighbour Core desire: Connection with others. Goal: To belong, fit in. Fears: Seeming to put on airs, standing out, being exiled or rejected as a result. Strategy: Develop ordinary s
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