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How to use archetypes as a leader and storyteller

Brand specialist Alan Murdock explains how archetypes help him map out a journey for his clients – and tell more dramatic stories, with character and conflict.

Alan walks me through two examples of how he uses the Archetypes expansion pack:

  1. Leadership: Alan helps a university map out what kind of journey their students are going through. He uses different archetypes to describe the emotional and motivational states of the students at different stages and the different voices that the university can speak to them with. For example, the recruitment ‘voice’ is that of The Magician (“Come here and be transformed!”). But students also need to hear the voice of The Sage (“Knowledge is hard to acquire, but worth the effort.”)
  2. Storytelling: Alan uses archetypes to frame different characters in the stories he wants to tell about the climate change debate. Campaigners like Greta Thunberg combine The Innocent with The Warrior, but scientists might prefer the voice of The Sage. And conflict comes from the dark sides of archetypes – that includes The Hedonist (dark side of The Lover), who speaks for the luxury-loving consumer who doesn’t want to alter their lifestyles.

Check out the Archetypes expansion pack here:

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