What if, instead of immediate outward action, we responded instead with inward awareness that translates to thoughtful responses?

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Ideas are powerful aphrodisiacs. We can fall in love with them and get carried away into the night - but what if they never become real? What if our deepest, best ideas only exist in files and documents, in our minds and hearts, in a perpetual planning stage where we prod and poke at them occasionally, wondering why they still aren’t working?

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When you understand who your clients are, you also understand who they are not, and this means a lot less time mucking around with expensive gimmicks and more time doing what you do best.

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I ripped out a new sheet of brightly-coloured red construction paper and procured a sharpie from my dad’s office. Then, the marker squeaking audibly, I penned my first New Year’s resolution in carefully scripted, curly writing: Get A Boyfriend.

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This article is to help you awaken or work with your Champion archetype as you step into a new year.

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A wondrous idea strikes you in the middle of the night, while you’re watching the fire and reading a book.

Just like in the movies. Ping. Things fall into place.

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It was in an old-fashioned house, surrounded by tartan everything, at the age of seventeen and watched over closely by an elderly Scottish man, when I found out what I was.

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Maverick is a powerful archetype, capable of bringing down the most deeply rooted belief systems, the oldest and most established governments, and the evilest of industry. It lies dormant inside you until you are ready to grind your old life to a halt and propel it in a completely different direction.

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The other day my husband Spencer asked me, “If you had to do something that made you anxious, like a performance or test with a lot of pressure, what would you do to feel less anxious?” I was instantly propelled back through time to a Christmas piano recital in 1999.

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“Breathe out so I can breathe you in. Hold you in,” sings the Foo Fighters. There is a desperation in the possibility that we have found a unicorn, the answer to all our life’s worries and failings, an Eden of sorts, a true source of happiness that may be, as it were, everlong.

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Because Empath archetypes have characteristics like generosity, care, and an often fierce sense of protection for others and the environment, the very concept of Empath seems like an odd fit for a discussion about business and branding.

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Today, we’ll explore three highly successful Universal brands that are doing it well because they incorporate a powerful second archetype. If your current brand has a strong Universal component, I hope this will give you some inspiration on how to add some serious flavour to what you’re already doing well.

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I had been feeling deeply discouraged for some time. In fact, I felt as if I had hit the rock bottom of such a deep hole that gravity had an extra good pull on me. The journey to the bottom started, I suspected, when I landed a job I thought might be The Job only to be confronted by an existential dread related to the vastness of life.

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A man walks out of the White House after a long day of work to the sound of deranged howling. “I have to ask you to stay back, Congressman,” says a security guard. The congressman is undaunted and strides towards the source of the disturbance as the guard explains that a guy tried to break into the building and then started tearing his clothes off.

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I spent the last few years trying to avoid my deepest fear. One day, a terrible realization washed over me like a tidal wave: I had been holding hands with Fear all along and simultaneously living something far worse than what I feared.

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