Graeme Newell

The fourth archetype is The Guide. The purpose of The Guide is rooted in Maslow’s concept of love. Their goal is to help facilitate individual progress.

Type: Love
Category: P to P
Archetype: The Guide – Facilitating individual progress
Fiction: Mr. Miyagi, Glinda
Non-Fiction: Salman Khan, Neil Degrasse Tyson, Seth Godin

The symbol of The Guide is Mr. Miyagi from the movie 
The Karate Kid. Brands with The Guide archetype are teachers. They want to help others navigate the world. They are wired to educate. In the words of Mr. Miyagi after Daniel asked if he could teach him the crane technique, “First learn stand, then learn fly. Nature rule, Daniel-san, not mine.”

The Guide archetype can be broken down to the following four subcategories:

  • Information empowerers: Google
  • Teachers: Khan Academy, Fidelity Charitable
  • Champions: Boston Beer, d.light
  • Nurturers: King Arthur Flour

Explore the Guide brands


Khan Academy



King Arthur flour

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