The Towards People Archetypes are recognisable patterns of thinking, feeling, strategising and acting. An archetype shows approaches and qualities rather than fixed personalities. Through working with creative & media archetypes, industry leaders can be open to different ways of thinking and doing in familiar situations. Sharing observations based on the Archetypes provides an unemotive language for feedback and a way forward when stuck.
Archetypal behaviour influences each stage of a creative, strategic or commercial process in distinct ways. Understanding the sequencing and the particular contribution of each Archetype leads to better work, and more productive use of time and resources.
Guardian of reputations the AESTHETE wants to pursue art for art’s sake in order to grow and protect reputation.
In teams they are the arbiter of taste, quality, style and relevance. People defer to their knowledge and instincts in the creative areas.
Their strategy is to be in touch with critical opinion and avoid the mediocre. They want to influence the origination of new works. Their main gift is in recognising and being associated with credible artistic works and talent. The shadow side of the Aesthete is to fall into elitism, status shifting and scepticism regarding commerciality.
Purpose oriented, knowledgeable, and future focussed, the ARCHITECT plans the future – with precision and knowledge.
The core desire of the Architect is to design elegant solutions with a real purpose. The Architect dislikes it when their informed plans and ideas are rejected or modified by others.
The main talent of the Architect is envisaging the future and designing neat solutions that can work both aesthetically and commercially. The shadow side emerges when they fall back on templates; become inflexible; encourage others to take risks without the responsibility for the outcome and attempt to railroad people into accepting their vision.
Guiding the ARTIST is their belief that imagination is the most important talent.
From applause to awards, the Artist desires recognition. They want to elicit a reaction from others to what they create. Therefore the Artist dislikes being unoriginal, clichéd, irrelevant or boring, as well as not living up to what was imagined. Their strategy is to be true to themselves and do it their way, with the courage to fail and let go of any certainties.
The Artist is endowed with the talents of self-expression, originality, creativity, sensitivity, craft skills and vision. Their shadow side can manifest as self-doubt, egotism, impetuousness, tantrums and lack of commerciality.
The energetic, can-do, resourceful and competent CREATOR says “if you can imagine it, I can make it happen”.
The Creator is a natural producer or project manager who wants to realise a vision and create something of enduring value.
The Creator is organised and dislikes receiving a muddled brief or an inadequate budget. They will clarify expectations, organise others, control delivery and deliver what is needed.
The Creator's approach is to confirm who can do what by when and then make sure that happens. They have refined people, craft and organisational skills. They can be too optimistic though, ending-up spinning too many plates or cutting corners.
With high standards and a confident, responsible approach the EDITOR believes that their way is most often the best way.
The Editor wants to control the message and quality of output to the highest standard. They usually want the last say on whatever is produced. Their strategy is to work with the very best editorial and technical talent.
The Editor will want to be responsible for delivery to the specification. They dislike loss of trust in their judgement.
The main talent of the Editor is making sense of the detail and anticipating the consequences of editorial, creative, content, technical decisions and details. The Editor may become distracted by minor issues; overly-critical to others and worry too much.
Decisive, responsible, caring, thoughtful and determined, the PARENT says "the buck stops with me.”
The Parent wants to provide while nurturing and protecting the group. They want their team motivated and firing on all cylinders.
The Parent dislikes personal conflict within the group, so strives to keep a warm atmosphere and encourages others to be constructive. They do not like to lose influence over others.
The Parent shows leadership, vision, decisiveness, strategic thinking, determination and compassion for people. Their potential shadow is becoming detached and underestimating challenges and difficulties. Inadvertently the Parent can create dependency by over-nurturing; taking too much responsibility and denying others' autonomy and mastery.
Optimistic, positive and determined, the PERSUADER begins confidently, always expecting good things to happen.
The Persuader will develop rapport and seek to meet the needs of others.
The Persuader wants to exceed expectations in getting what their team want and need from others. Their conversational approach is expansive and they listen to discover interests. The Persuader treats influencing and business development as joint problem solving rather than selling and telling.
The talents of the Persuader are in building relationships, friendliness, likeability, flexibility and determination. Their shadow side emerges in being inauthentic, seeing others as a means-to-an-end and implementing a ‘playbook’. At their worst they show a lack of follow up with others; can be greedy and do not retain a meaningful interest in delivery.
The Archetype Report costs £100 inclusive of VAT. Discounts are available for multiple orders. Discretionary free reports for HR Professionals.
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