Deconstructing the Archetype
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Deconstructing the Archetype
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The idea of archetypes goes back to before recorded history. You can find them, feel them, in every fable and myth from cultures all over the world. The system of archetypes draws straight from our collective unconscious - it is the same for everyone. They are used by everyone and belong to no one. The potency of the archetype shows up in how you use them.
However, YOUR archetypal mix is unique. While there are 12 archetypes within all of us - each archetype manifests depending on situations, contexts, and other present archetypes - your archetypal mix is made of the traits of only a few of these characters.
Misuse an archetype, and it becomes a burden on your brand. Use them well, and you can find yourself with the kind of clarity business owners pay millions for.
