Page 66



and beyond of a concern for spirit or values as the basis for a sane and happy life. The Explorer is driven by a sense of not quite belonging, like the Ugly Duckling seeking its own kind. Explorers suffer from an underlying dissatisfaction and restlessness, as if they are constantly seeking something better, but again and again saying “not this” and hitting the road. Like the Hebrews leaving Egypt, the Explorer may wander in the wilderness for 40 years (a metaphor for “as long as it takes”) before reaching the Promised Land. Developmentally, this archetype helps with the task of finding oneself. All that outer seeking really is a strategy for exploring experiences, settings, relationships, and products that resonate with the Explorer’s inner truth. Along the way, Explorers have wonderful adventures. While the Innocent seeks fulfillment in the here and now, and the Explorer hits the road in search of it, the Sage tells us that happiness is the result of education. Living with the level of freedom and abundance we now have requires a high level of consciousness and the attendant ability to make choices. The Sage archetype helps us gain the consciousness to use our freedom and prosperity to enhance our lives. At the more everyday level, the Explorer looks for products and services that advance the journey of self-discovery, the Innocent looks for those that provide the experience of peace and goodness right now, and the Sage seeks those that are adjuncts to learning or wisdom. As consumers, Explorers are independent minded and curious. They like to try new things, so to gain their loyalty, it is important to provide continual novelty and improvements in products. (Software companies have this one down.) Innocents, by contrast, like to find a brand they can trust and stick to it, believing that “If it ain’t broke, don’t fix it.” They also like brands that make life simple (userfriendly computers, for example). Sages like to have all the relevant information they need to make informed decisions about brands. They also enjoy learning, so products that require a learning curve (like computers) appeal to them. All three archetypes emphasize self over others and autonomy

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype