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approaches; the Ruler then manages these new structures, seeing to it that quality is consistently delivered. Today, the desire for stability and control meets with special challenges as the pace of contemporary living forces each of us to deal with new situations daily if not hourly. CEOs recognize that even though they do all the right things one year, market, economic, and legal conditions will change the next year, and the business needs to be restructured and rethought. Mergers and acquisitions now routinely pull the rug out from under workers’ feet, forcing them to reconsider their livelihood and sometimes to seek training in entirely new ďŹ elds. Funding for culture and the arts is abundant one year and missing the next. Because of the uncertainty of life in general, and contemporary life in particular, the Creator, the Caregiver, and the Ruler are especially useful archetypes for today’s brands. When they are not clouded in wistful nostalgia, but are interpreted in a contemporary and relevant context, they instruct us on how to preserve order and stability and how to reconcile our desires for consistency with change.

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype