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e l i c hC O N S U L T I N Gl e a n n e© L E A N N E E L I C H C O N S U L T I N G . C O MBUSINESS ARCHETYPESA GUIDE FOR SALES AND BUSINESS PROFESSIONALS

Welcome to the world of Leanne Elich Consulting.The Business Archetypes eBook is an introduction to the award- winning Sales Psychology Program. The Sales Psychology Program has been designed to help you focus, develop and practice phenomenal sales skills needed to succeed in today's world of selling.This guide is all about connecting, engaging and understanding your customers and clients on a much deeper and more impactful level.Our method, framework and toolkit have been curated over decades of experience in sales, management, strategy and leadership, igniting new ways of discovering growth opportunities to amplify your business. Let's Make It Happen!Leanne Elich MD. PhD. GAICD.LeanneElichConsulting.comW E L C O M E !Bringing the Brightest and Boldest business minds together.J O I N U S I N T H ES C H O O L O F M I N DA C A D E M Y ! 1C L I C K T O J O I N

L.E.C. Leanne Elich Consulting is anadvisory and consultancy firmspecialising in psychology drivensales techniques. We collaboratewith businesses to create the rightprocesses and best practice systemsto establish differentiation withintheir industry.We help organisations bridge thegap between science and businesswith a 'Mind Wide Open' approachto become industry leaders andachieve outstanding success.L.E.C. is on a mission to educate,develop and support exceptionalbusinesses to understand thecomplex dynamics of psychologydriven business strategies.A differentiator in today's businessworld and a mastermind programfocusing on relationship selling andbehavioural leadership. We look forward to working withyou and igniting the foundation ofsuccess!www.leanneelichconsulting.comH O W W E W O R KHuman-centred sales through SCIENCE- Dr Leanne Elich 2BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

Hi, I'm Leanne Elich.I’m a Sales and Business Psychologist, Coach,Author, and creator of the BusinessMastermind Program™, and I work withexceptional businesses across the globe. For over 20 years, I have studied and observedthe psychology of human behaviour, influenceand persuasion in sales. Using characterdevelopment strategies, I help businessesreach peak performance faster than theythought possible. M E E T L E A N N E . . .From years in the trenches, I know that the success of your business doesn'tdepend on the latest fad, funnel or favour.It comes down to your ability to differentiate and create powerwithin your own business.3BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

Copyright ©2022 Leanne Elich ConsultingAll Rights ReservedNo part of this publication may be reproduced, distributed, or transmitted inany form or by any means, including photocopying, recording, or otherelectronic or mechanical methods, without the prior written permission of thepublisher, except in the case of brief quotations embodied in critical reviewsand specific other noncommercial uses permitted by copyright law.For permission requests, please email info@leanneelichconsulting.comAny references to historical events, real people, or real places are usedfictitiously. Names, characters, and places are products of the author’simagination.www.leanneelichconsulting.com4BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

Archetype(from Greek arkhetupos, “original pattern”) A symbol, theme, setting or character type thatrecurs in different times and places in myth,literature, folklore, dreams and rituals sofrequently or prominently as to suggest that itembodies some essential element of 'universal'human experience. OXFORD ENGLISH DICTIONARY [ AR - KI - TI P ]¨ ` ` – ˜5BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

The 12 Archetypes in the guide are based on the writings of Swisspsychologist Carl Jung, who formulated a theory of a "collectiveunconscious." For Jung, the varieties of human experience havesomehow been genetically coded and transferred to successivegenerations.Archetypes are universal, inborn models of people, behaviours, orpersonalities that derive from the collective unconscious and play arole in influencing human behaviour. Identifying these patterns ofinstinctual behaviour gives you insight via a unique lens to deeplyunderstand your customers, colleagues and stakeholders within abusiness.As humans, we make choices every day that are rooted in oursubconscious perceptions and beliefs. When we do this, we engagewith our primary Archetype.Understanding your audience is one of the key ingredients tosuccess. It might sound straightforward, but it takes a specific skillto truly identify a customer's natural behaviour.Let's find out how... [ AR - KI - TI P ]¨ ` ` – ˜6BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

Innocent Sage ExplorerOutlaw Magician HeroLover Jester EverymanCaregiver Ruler CreatorHOW TO USE THIS GUIDE?Getting to know the 12 ArchetypesEach of the 12 Archetypes has distinct characteristics and styles.Understanding these traits gives you the power to adapt yourbusiness, products and offerings that not only aligns with yourskillset and unique talents but also connect with your prospectseffortlessly.Understanding business Archetypes helps develop emotional andbusiness intelligence to synchronise with your audience, creating adistinct competitive advantage. As you read through the guide, keep in mind that there is no oneright or best Archetype. Instead, each represents a unique set ofcharacteristics, behaviours, strengths and styles.We all lean towards a primary Archetype and tend to draw on asecondary Archetype to complement our strengths.I'd like you to read through this guide to understand more abouthow you can use your dominant and supporting Archetypes toidentify the personality traits, behaviours and styles of youraudience.7BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

M E E T T H EA R C H E T Y P E S8BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EI N N O C E N T9BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe InnocentINNOCENT BRANDSGOAL STRATEGYFEARINNOCENT COLOUR PALETTESimpleLive Your BRANDHappinessMoralitySimplicityPurityPositivityAnguishDepravityComplexityDeceitNegativityDisplay Wholesome VirtueFoster Feel-Good Spirit#eae1dc #daccd9 #249e48#a8c4bf#f8d093HumbleHonestOptimisticHopefulSimpleJoyousEncouragedClearThe most wholesomethings in life areunadulterated and pureDo Things Right, BeTrustworthy and PositiveSAFETYCheerfulLife is simple and simplicity is elegantGuard Your Reputation.Set Strong Standards.Share What Makes You Happy.10BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H ES A G E11BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

the SageSAGE BRANDSYOUR VOICEYOUR MESSAGE YOUR CUSTOMERGOAL STRATEGYFEARSAGE COLOUR PALETTEKnowledgeableLive Your BRANDWisdomIntelligenceExpertiseInformationInfluenceIgnoranceInsanityPowerlessnessMisinformationInaccuracyShow the Path to WisdomCelebrate Life-Long Learning#a28761 #2d4900#bbbda0#fdf7f7#b49c84AuthoritativeDecisiveFactualEducatedUnderstoodWiseIntelligentEngrossedEducation is the path towisdom and wisdom isthe path to answersSeek Information throughResearch, Objectivity &DiligenceRead. Analyse Patterns. Test All Assumptions. Share Your Research. Collate Statistics.UNDERSTANDINGResearchedIntelligence without ambitionis a bird without wings12BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EE X P L O R E R13BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe ExplorerEXPLORER BRANDSGOAL STRATEGYFEAREXPLORER COLOUR PALETTEOpen Minded Live Your BRANDAdventureExplorationThe UnknownSelf DiscoveryLiberationConfinementImmobilityEntrapmentIncarcerationCautiousnessCelebrate the JourneyAcknowledge ModernConfinements#906c46 #b6c584 #696812#e6ebd0#d5c6afFearlessExcitingResourcefulAdventurousAmazedNo LimitsCulturedAliveYou only get one life, get out and make itcountSeek out and experiencenew things, escapefrom boredomTravel Often & Share Your Journeys.Share Ways That Your Life IsUnconventional.FREEDOMDaringDon't fence me in14BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EO U T L A W15BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe OutlawOUTLAW BRANDSGOAL STRATEGYFEAROUTLAW COLOUR PALETTEDisruptiveLive Your BRANDChangeFreedomRighteousnessRevengeIndependenceServitudeConformityComplacencyAcceptanceDependenceDenounce Status QuoDisrupt and Shock#c8242f #eb8343 #efd494#55250d#faf6ebCandidCombativeRebelliousRebelliousUnconventionalThrilledStimulatedDisruptorYou don't have to settlefor status quo. First,demand more, second,go out and get itBe disobedient and neverconformREVOLUTIONRawRules are madeto be brokenSpeak Up About Things You Don't Agree About. Take Risks.Do 'Unpopular' Things.16BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EM A G I C I A N17BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe MagicianMAGICIAN BRANDSGOAL STRATEGYFEARMAGICIAN COLOUR PALETTEExpansiveLive Your BRANDMake Dreams Come TrueKnowledgeVisionBeliefDiscoveryConsequencesStagnationIgnoranceDoubtUncertaintyDevelop A Vision & Live By ItTransformation#f8d093 #fe89be #fd4431#8681e8#49b7e9ExpressiveArticulateMovingCutting EdgeVisonaryIntriguedFascinatedEarly AdoptersTomorrow is brighterthan today and all yourdreams can come true ifyou believeLeverage The Laws OfThe UniversePOWERDiscoveryIt can happenKnow The Latest Trends and HelpDefine New Ones. Transform Into The Best YouPossible.18BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EH E R O19BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe HeroHERO BRANDSGOAL STRATEGYFEARHERO COLOUR PALETTEMotivationalLive Your BRANDMasteryCourageousnessGrowthDevelopmentDefenceIncompetenceCowardiceDeteriorationDownfallVulnerabilityBecome Stronger and BetterProve People Wrong#3a7ccb #c2bcc1 #f8cc1c#dae9fa#2b2d41CandidHonestSelf ConfidentInspiredDrivenMotivatedEmpoweredCourageousWe can make the worldbetter. We have the gritand determination tooutwork the restTake Action andOvercome ChallengesInspire Others By ShowingThe Challenges You HaveOvercome.MASTERYBraveWhere there's a will there's a way 20BUSINESS ARCHETYPES | L EANNE ELICH CONSULTING

T H EL O V E R 21BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe LoverLOVER BRANDSGOAL STRATEGYFEARLOVER COLOUR PALETTESensualLive Your BRANDSenualityClosenessIndulgenceAffectionLoveRejectionLonelinessIsolationInvisibilityContemptReaffirm BeautyRed Carpet Treatment#f6e1e1 #c8242f #7d090f#f46166#eda69aAffectionateSoothingEmpatheticExcitedPassionArousedSpellboundDesireYour striking beauty isimpossible to ignoreAppeal to Others, BecomeMore AttractiveINTIMACYWarmI only have eyes for youProfess Your Love.Share Your Passions.Focus on Relationships.Don't Hide Your Beauty. 22BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EJ E S T E R 23BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe JesterJESTER BRANDSGOAL STRATEGYFEARJESTER COLOUR PALETTEFun LovingLive Your BRANDGood TimesEntertainmentEnjoymentUpliftingPositivityBoredomGloomSadnessLonelinessNegativityPromote Good TimesMake Them Laugh#5bb780 #ab3941 #68181c#f27f9b#afc2c2EnthusiasticPlayfulOptimisticPlayfulAmusedEntertainedEnergeticGiddyWe're here for a shorttime, not for a long time.Let your hair down andstart living lifeMake Jokes, Be Funny,Have FunPLEASUREExpressiveIf I can't dance,I'm not part of itPoint Out The Silly Parts Of Life.Don't Take Yourself Too Seriously. 24BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EE V E R Y M A N 25BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe EverymanEVERYMAN BRANDSGOAL STRATEGYFEAREVERYMAN COLOUR PALETTEFriendly Live Your BRANDConnectionTogethernessEqualityFriendshipInclusionExclusionStanding OutIsolationHostilityDisassociationAlign with Basic ValuesCreate a WelcomingCommunity#6fc1de #f46166 #3271bd#c278bc#ff914dPracticalHonestHumbleUnderstoodPart of the GroupWarmIncludedValuedWhen we treat eachother with honesty andfriendliness we can livetogether in harmonyDevelop Solid Values & beDown to EarthCreate Real Connections &Friendships With Your Audience.Share Parts Of Your Life With Them.BELONGINGAuthenticWork hard and stayhumble 26BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EC A R E G I V E R 27BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe CaregiverCAREGIVER BRANDSGOAL STRATEGYFEARCAREGIVER COLOUR PALETTECaring Live Your BRANDSupportHelpServiceRecognitionGratitudeAnguishHelplessnessIngratitudeNeglectBlameOthers Before SelfThe Greater Good is WorthSacrifice#5b6976 #edbdbe#7682b1#d4c5c3#a1b1c2KindThoughtfulConsiderateLovedSecureNot AloneSafeLooked AfterEveryone deserves careand we must all strive tobestow service upon oneanotherFocus Your Attention onOther PeopleVolunteer. Help Others. Share The Causes You ArePassionate About.SERVICEGenerousStart each day with agrateful heart 28BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H ER U L E R29BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe RulerRULER BRANDSGOAL STRATEGYFEARRULER COLOUR PALETTECommandingLive Your BRANDPowerProsperityStatusSuccessWealthWeaknessInsignificanceFailurePovertyDestitutionGrow AuthorityDemonstrate Superiority#af81a8#4e5e6b #7d3372#3a757e#f6e1e1PowerfulArticulateRefinedSuccessExclusivityAuthorityLeadershipStatusYou are successful inwork and in life. Rewardyour excellence and yourachievements.Live the Lifestyle You WantAssociate With Other "A-Listers".Set High Standards.Look And Act The Part.CONTROLElitePower isn't everything,it is the only thing30BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

T H EC R E A T O R31BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

YOUR VOICEYOUR MESSAGE YOUR CUSTOMERthe CreatorCREATOR BRANDSGOAL STRATEGYFEARCREATOR COLOUR PALETTEInspirational Live Your BRANDCreationOriginalitySelf ExpressionVisionImaginationStagnationDuplicationFamiliarityDisillusionIndifferenceInspire to Unlock ImaginationEncourage the Pursuit ofOriginality#6fc1de#ff006a #28568d#cadde8#ff914dVisualDescriptiveUniqueAmazedCreative"I want to do what s/he can"InspiredWillingSee potential everywhereand uncover originalitywith liberatedimaginationFocus Your Attention onOther PeopleShow Your Creative Process.Inspiration. Tools. Always BeCreating New Things.INNOVATIONProvocativeIf it can be imagined, itcan be created 32BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

D I S T I N C TC H A R A C T E R I S T I C S O FA R C H E T Y P E SBrandingColourCommunicationCompany CultureFearFontGeometryGoalsImagesMessageMetaphorPatternPhrasesProcessShapeStoryStrategyThemeVoiceWordsWe have discovered that each Archetype displays a subconscioustrigger towards specific categories.These are defined below: 33BUSINESS ARCHETYPES | L EANNE ELICH CONSULTING

W H A T T O D O N E X T ! 34BUSINESS ARCHETYPES | LEANNE ELICH CONSULTING

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