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“If you can dream it, you can achieve it.”

The Creator archetype is an extremely imaginative cultural pioneer with unique, nonconforming points of view and nonlinear thought patterns. Its aesthetic is on point, and because it understands the importance of innovation and invention, it is dedicated, hardworking, and achievement-oriented. The Creator is driven by its innate desire to create something meaningful and enduring and it gets deep satisfaction from both the process and outcome of creating something that didn’t exist before.

The Creator archetype acts on its innate and intense need to innovate, invent, or reinterpret the world and structures around it.  It embodies the full breadth and fullness of the human experience and works hard to express emotions, thoughts, and concepts in ways that haven’t previously been explored. The Creator, as an arbiter of taste and culture, uses its developed aesthetic and unique point of view to pioneer new cultural perspectives.

The Creator is inherently nonconformist, unconcerned with fitting in, in favor of expressing something deeply felt as it creates according to a vision of how things could be better. It will fight uphill battles, swim against the current, and destroy established practices in its quest to create something of enduring value, but can get tripped up by perfectionism and fear of mediocrity and judgment.

Core Principles

Pillar: Leave Legacy

Drive: Transformation, Knowledge, Vision, Discovery

Fear: Stagnation, Ignorance, Doubt, Uncertainty – Unintended negative consequences

Strategy: Develop a Vision and Live by it, Transformation


Goal: To make dreams come true

Voice: Mystical, Informed, Reassuring – All your dreams can come true if you believe.

What customers FEEL: Fascinated, Enchanted

Audience: Unique, Transformative, Adopters, Believers

Evolved Perspective


Perception & Intuition




Fundamental: Magician: The Magician archetype is fearless and focused on the best possible outcome. It is a deep thinker with a highly evolved perspective that allows it to view the world through infinite lenses. The Magician archetype houses different aspects that emerge based on various strengths and expressions, all underpinned by the main characteristics of the fundamental.

Magician consumers are motivated by both the desire for personal transformation and to be change agents in the world around them. They may very well be in a position of leadership, due to their influential and charismatic nature. To connect with them, you’ll need to take them on a transformative journey that helps them evolve as people or evolve their outlook. Above all, be sure your business is clearly exuding its consciousness so that Magician consumers can see and connect with your identity and purpose.