The final archetype is The Master. The purpose of The Master is rooted in Maslow’s concept of self-actualization. Their goal is to move lives towards transcendence.
Type: Self-Actualization Category: Purpose Archetype: The Master – On a mission to change lives and improve the world Fiction: Obi-Wan Kenobi, Yoda, Gandalf Non-Fiction: Nelson Mandela, Elon Musk, Bill Gates The symbol of The Master is Yoda from Star Wars. Brands with The Master archetype seek to improve the world. They want to set the standards of the future. In the words of Yoda, “Always two there are, no more, no less. A master and an apprentice.”
The archetype can be broken into the following subcategories:
Changing lives by building revenue models that pull people up from poverty: Warby Parker, Aravind Eye Hospital, TOMS
Changing lives through technical innovation: IBM, Gore
Changing lives through capital investment: Grameen Shakti, Juhidi Kilimo
Changing lives by connecting suppliers & buyers in more efficient ways: Lyft
Changing lives through free enterprise philanthropy: Greyston Bakery
Changing lives by providing healthy alternatives: CVS
Explore the Master brands
IBM
Aravind Hospitals
Gore
Juhudi Kilimo
Grameen Shakti
Learn how to find and implement purpose-driven strategy in your business