LEADERSHIP BRAND ARCHETYPES
BRAND ARCHETYPE
Cling to the truth for freedom.
The pursuit of understanding.
To use knowledge to provide direction and clarity.
Deception and ignorance, leading to mistakes and misguidance.
Seeking out and analyzing information, understanding underlying principles and processes.
Wisdom and discernment, with the ability to share knowledge and lead others towards truth and understanding.
Independence in thought and action, fulfilling a purpose in guiding others towards their own truth.
The Guide is driven by a profound desire to comprehend the world and share this understanding with others. They fear deception and value truth and integrity above all else. Guides are self-motivated and independent, often going to great lengths to learn and grow in their field of expertise. They are revered for their wisdom and frequently sought out for advice.
The Guide is characterized by critical thinking and problem-solving abilities. They seek information and understand the mechanisms behind it to make thoughtful decisions. They do not hesitate to question the status quo and pose challenging queries to uncover the truth.
The Guide is a valuable team asset, offering rationality in discussions and steadiness in decision-making. Driven by a desire to make a positive impact, they utilize their knowledge to inform themselves and others. Their capability to sift through complexities and get to the heart of matters makes them a trusted advisor and leader. They use their knowledge and skills to lead others effectively and inspire trust in their leadership.
At their best, The Guide is perceived as a rational expert. They are confident in their abilities and are not afraid to ask tough questions to get to the heart of an issue. They value truth and honesty and will not hesitate to ask tough questions or challenge assumptions.
To activate The Guide, it’s important to provide them with a clear sense of purpose and direction, as well as opportunities to use their expertise to make a positive impact. Giving them autonomy and space to work independently can also be helpful, as they value their autonomy and the ability to think for themselves.
The challenges for The Guide can include a tendency towards perfectionism and analysis paralysis, which can lead to indecisiveness or overthinking. Providing a supportive and collaborative environment can help The Guide thrive, as they enjoy working with others to achieve a common goal.
This Guide Subtype is skilled in translating complex information into language that is accessible to a broader audience, facilitating understanding and communication.
Specializing in researching and analyzing information, this Guide Subtype uncovers hidden truths, and helps others navigate complex systems.
As one of the world’s leading primatologists, Jane Goodall exemplifies the Guide archetype. Goodall is renowned for her groundbreaking research on wild chimpanzees, challenging previous scientific assumptions and reshaping our understanding of the natural world. Her decades-long study, notable for its innovative and empathetic approach, has provided unparalleled insights into primate behavior. Goodall’s relentless pursuit of knowledge and her commitment to sharing this understanding with the world are emblematic of a true Guide, inspiring countless individuals to appreciate and conserve the natural world.
As a physicist and chemist, Marie Curie, the first woman to win a Nobel Prize and the only person to win it in two different scientific fields, perfectly embodies the Guide archetype. Her pioneering research on radioactivity—a term she coined—revolutionized the field of science, contributing significantly to the development of X-ray machines and cancer treatments. Curie’s relentless pursuit of knowledge, her resilience in the face of adversity, and her commitment to using her understanding for the greater good have left a lasting legacy in the world of science and beyond.
Dr. Mae Jemison, the first African American woman astronaut to travel in space, personifies the Guide archetype. A physician, engineer, and NASA astronaut, Jemison has dedicated her life to understanding and exploring the universe. Her journey into space aboard the Space Shuttle Endeavour served to break barriers and inspire a new generation of diverse scientists. After leaving NASA, Jemison has continued to guide others, using her knowledge and experiences to advocate for science education and inclusivity. Her lifelong dedication to learning and sharing knowledge makes her an influential and inspirational Guide.
A certified Women’s Business Enterprise by the Women’s Business Enterprise National Council (WBENC).
A certified LGBT Business Enterprise® by the National LGBT Chamber of Commerce (NGLCC).
A certified Women’s Business Enterprise by the Women’s Business Enterprise National Council (WBENC).
A certified LGBT Business Enterprise® by the National LGBT Chamber of Commerce (NGLCC).
