Archetypes and motivation
Characteristics of archetypes are not prescriptive. When kept honest, you’ll see powerful similarities in their traits to the inner workings of your brand and customers. This is because there are deeper needs and motivations at work.
In his book Drive, Daniel Pink outlines three core areas of motivation. They are autonomy, mastery and meaning. The thinking goes like this:
Autonomy is the ability to be self-directed or acting with choice. Specifically, autonomy over what you do, when you do it, how you do it and who you do it with is essential.
Next, mastery gives us a long-term activity to increasingly improve on. It challenges our perseverance and passion towards a common goal.
Lastly, meaning gives purpose to all other pieces. When we are fueled by the energy of being in service to something bigger than ourselves, we sustain fulfillment.
Understanding your three core archetypes and how those fuel your brand’s autonomy, mastery and meaning provide immeasurable value when developing new offerings, hiring talent or going through M&A’s.