Your Entrepreneurial Archetype

“You’ll never know who you are unless you shed who you pretend to be.” ― Vironika Tugaleva

In one of my workshops, a participant named Lenny* mentioned he’d been advised to “be different and find a gap in the marketplace.” He’d worked as an IT manager but was now ready to strike out on his own.

“Maybe the entrepreneurial archetype they’re suggesting isn’t true to who you are?” I replied.

“Archetype? What’s that?” he asked, puzzled.

Over the years, I’ve observed that entrepreneurs often embody certain archetypes—patterns that reflect our core drive and shape how we approach our businesses. These archetypes tap into a primal sense of self, an inner blueprint for how we want to show up in the world. They’re not about skill or stereotype but more like threads woven into our DNA, directing our ambitions.

Recognizing your archetype can reveal your entrepreneurial essence: your modus operandi, what makes you tick. Each archetype comes with its strengths and potential pitfalls. Knowing these can help you play to your strengths while managing your blind spots (your Shadow).

Here are seven archetypes I’ve observed.

The examples below are drawn from popular culture for clarity, but feel free to swap them for ones that resonate more personally. The goal here is self-reflection, not comparison—no archetype is inherently better or worse than another. Many entrepreneurs identify with more than one archetype; consider your top three.

Mission-Driven Archetype: Purpose-driven.

You’re motivated by a cause—social justice, environmental sustainability, or supporting artists. You feel a deep moral imperative, often building a business with a strong sense of mission.

Your Superpower: Staying focused on your mission.

Your Shadow: Not managing your money.

Think: Blake Mycoskie, founder of TOMS Shoes, who pioneered the “One for One” model, giving shoes to those in need with every purchase.

Artist/Inventor Archetype: A new creative approach.

You’re drawn to creativity and originality, wanting to bring unique, breakthrough ideas to life. Artists or inventors are found in industries from tech to food, pushing the boundaries with new designs and concepts.

Your Superpower: Ability to improve and create original ideas.

Your Shadow: “No one gets me” mentality.

Think: Sara Blakely, founder of Spanx, who turned her vision for effective, comfortable shapewear into a billion-dollar business.

Opportunist Archetype: The quintessential entrepreneur.

When people picture an entrepreneur, the opportunist often comes to mind. You spot gaps in the market and sense when the timing is right for something new.

Your Superpower: Can see business potential.

Your Shadow: Rushing into a project.

Think: Richard Branson, founder of the Virgin Group, known for diving into diverse industries, from music to airlines.

Expert Archetype: The master technician.

After years of honing your craft, you’re ready to turn your expertise into a business, sharing what you know and charging for it.

Your Superpower: Depth and knowledge.

Your Shadow: Not putting effort into business development.

Think: Marie Kondo, who built a brand around her expertise in organizing, promoting a life of simplicity and joy.

Lifestylist Archetype: Flexibility plus passion.

You’re driven by the desire for a certain lifestyle—like flexible hours, remote work, or a balanced schedule.

Your Superpower: Juggle multiple projects.

Your Shadow: A lot of effort for little pay.

Think: Tim Ferriss, author of The 4-Hour Workweek, who advocates for efficiency and freedom in work.

Collaborator Archetype: Co-creating.

You thrive on shared ownership and collaboration, building ideas in partnership.

Your Superpower: Listening and building on what others contribute.

Your Shadow: Trusting others too much.

Think: Ben Cohen and Jerry Greenfield of Ben & Jerry’s, whose company culture emphasizes teamwork and social responsibility.

System Builder Archetype: Scaling up.

You aim to build a system that generates revenue seamlessly, whether it’s a sales funnel or a large-scale operation. Your goal is to create something that can ultimately function without you.

Your Superpower: System creation.

Your Shadow: Dreaming big and starting big.

Think: Jeff Bezos, founder of Amazon, who designed a scalable system that revolutionized e-commerce.

Can you identify your top archetype—or maybe your top three?

Lenny* resonated with the Expert Archetype, followed by the Artist/Inventor and System Builder. We laughed, realizing that the person advising him to “find a market gap” was likely an Opportunist. This revelation sparked a deeper discussion about what it meant for his business journey.

In upcoming posts, I’ll dive into each archetype, paying particular attention to the “Shadow.” In Jungian terms, the Shadow is the unconscious part of us that we repress, and it can be detrimental to our well-being if we don’t confront it. The Shadow is something we all need to work through (and can sink our business if we’re not self-aware).

Though we have unique motivations, the missteps we encounter have more in common with others’ experiences than our donkey-like minds might assume. Stay tuned and find out the details for each Archetype. Your future entrepreneurial self will thank you.

*The name has been changed to maintain client confidentiality.