The 12 Archetypes

Guiding cultures, communications, and change

Archetype | noun ar·che·type \ˈär-ki-tīp\
A symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of ‘universal’ human experience.

Meet the Archetypes

The Archetypes unite the human unconscious across cultures and continents, industries and markets. They come to life in the CultureTalk Survey System as 12 characters, adding structure and definition to your unique cultural profile.

Like a story where we all know the plot, Archetypes help us meet on the same page with a resounding, “Oh, I understand.”

Timeless History

Swiss psychotherapist Carl G. Jung used the word “Archetype” to refer to the recurring patterns found in our universal stories. He identified the themes, symbols and imagery as part of the human psyche.

More recently, Dr. Carol Pearson built out Jung’s work with a body of research that examined Archetypal attributes within organizations. CultureTalk, based on the work of Jung and Pearson, takes centuries of understanding and translates it for today’s business leaders.


Explore the stories of The 12 Archetypes through the icons above and begin to uncover the possibilities of your archetypal truth.