Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw
Motto: If you can imagine it, it can be done.
Driving desire: to create things of enduring value
Goal: to realize a vision
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination
Also known as: artist, inventor, innovator, muse, musician, writer or dreamer
Creator archetypes in the wild:
- promote self-expression, give customers choices and options, help foster innovation or is artistic in design
- creative fields like marketing, public relations, the arts, or technological innovation
- differentiate from “do-it-all” brands that leave little room for the imagination
- “do-it-yourself and save money” approach
- customer has the time to be creative
- organization with a creative culture
Archetype examples: Lego, Sony, Crayola
See all 12 brand archetypes
