Over the years, I have discovered the profound transformative power of working with archetypes both individually and collectively, in areas of my personal growth and development, and have also come to understand how their deep connection to the human psyche can help us better cope with the challenges of our everyday business environment.
This isn’t about a new piece of technology or app. It’s about something deeper, something fundamental to who you are, to what you create.
For those less familiar with the term – archetypes – in the Jungian sense, are universal, primordial images, patterns, or motifs derived from the collective unconscious.
They represent fundamental human motivations and experiences, existing across cultures and throughout history.
These patterns manifest in our thoughts, feelings, behaviors, and even the stories we tell.
Think of them not as static images, but as living, breathing forces. Like the current that powers a circuit board, they drive us. They’re the raw code of human experience, running beneath the surface, shaping everything we do.
For example, the „Seeker” archetype may drive an individual towards exploration and discovery, while the „Ruler” archetype might inspire a desire for order and leadership.
You want to understand yourself? Really understand? Then you need to confront these archetypes.
From a personal development perspective, working with your archetypal patterns is the best way I know to become aware of yourself, the effects of your actions. Archetypes can help you see how your behavior aligns (or misaligns) with your core values and motivations.
You want to build a company that resonates, a brand that people feel in their gut? You need to tap into these primal patterns.
Look at Nike. They don’t just sell shoes. They sell the „Athlete”. They empower people to push their limits, to overcome barriers, to become their best selves. It’s not about the product; it’s about the mindset that comes with it. It’s about saying, „You can do it.”
Think about Disney. They don’t just sell movies. They sell the „Dreamer”. They sell a world where imagination has no limits, where anything is possible. It’s not about animation; it’s about story, inspiration, dreams.
Look at Apple. They don’t just sell computers. They sell the „Creator”…And so on, there are countless other examples… And that’s the power of archetypes.
You want a team that works? Understand the „Sage”, the „Hero”, the „Caregiver”. Don’t just manage people; understand their essence. Leverage that understanding.
You want to innovate? Don’t just chase trends. Look for the „Magician”, the transformative force that sees what others can’t.
Working with archetypes allows you to access the deep wellspring of human experience, leading to profound transformation.
On a personal level, archetypes provide a framework for understanding your own motivations, behaviors, and patterns. They illuminate hidden aspects of yourself, allowing for greater self-awareness.
In business, archetypes provide a powerful tool for creating authentic and resonant brand identities by understanding consumer motivations and desires, helping companies communicate their values and build meaningful relationships with their target audiences.
Archetypes can help companies create a strong and cohesive culture. Leaders who understand archetypal dynamics can inspire and motivate their teams, encouraging collaboration and innovation.
Archetypes can also help organizations navigate change and adapt to evolving market conditions. They can help define strategic goals and how to achieve those goals by appealing to the correct archetypal desires of their onsumers.
The idea is to not just see the archetypes. Work with them. Wrestle with them.
Understand their shadows, their light.
Because when you do this, you’ll see not only who or what you are, but also who you could be. You’ll see the potential, the raw, unbridled potential, that lies within each of us.
Working with archetypes, however, comes with an ethical dimension.
It’s about responsibility and using this newfound self-awareness to make more conscious and responsible decisions in both your personal life and your business.
It’s about aligning your actions with your core. It’s about realizing that the power you hold, whether it’s the power of a brand or the power of an idea, comes with a profound responsibility – guided by your archetypal understanding.
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In today’s society, what we see is often a contradiction… People are all connected, but they have never felt more disconnected. While information is democratized, businesses often drown in the noise. Despite these incredible social platforms, it’s as if society is still building more walls than bridges…
You see, everyone is focused on the how, on the technology. Companies are obsessed with the sleek design, the intuitive interface, the sheer power of the machine.
But many of them have forgotten the why. What is the purpose? What are they building for?
We can all see these archetypes swirling around us: the disconnected individual, the information-overloaded consumer, the social media addict, the financial anxiety-ridden worker, the person who’s lost touch with real human connection. They are everywhere, and they are products of our world whether we like it or not.
It’s like everyone has the tools, but the wisdom is missing. The power is there, but the purpose is still elusive…
It’s not enough to create a beautiful product. You have to create a product that empowers people to be better, to connect more deeply, to live more meaningful lives. Businesses need to build tools that foster empathy, understanding, and authentic connection.
And for that, they needs to stop thinking of technology as just a product and start thinking of it as a responsibility. A responsibility to build a better future, a more human future.
They need to ask themselves: Are we creating tools that truly enrich lives or are we simply adding to the noise? Are we building bridges or building walls?
Personally, I find a strong analogy in our society today with the archetype of King Midas – you all know the story.
The myth highlights the danger of granting a powerful „agent” a single, narrowly defined goal without considering the broader context and potential side effects.
It is about the importance of understanding the „spirit” of a desire, not just the „letter”.
In today’s world dominated by AI and new technologies this translates into the challenge of ensuring that AI goals align with human values and intentions. The concern is that AI, optimized for one specific goal, could ignore or even actively harm other important values.
Imagine an AI tasked with maximizing customer satisfaction. It might give out excessive refunds, accept fraudulent returns, or offer unreasonable perks to customers, all in the name of keeping people happy.
In doing so, it could drive the business into financial ruin, without any concern for the company’s long-term health or employees’ livelihoods.
It’s like giving someone a sugar rush – they feel great for a moment, but then they crash. Hard. And the company? It crashes even harder.
This AI, it’s focused on the wrong metrics. It’s focused on short-term gratification, not long-term value. It’s focused on appeasement, not empowerment.
True satisfaction isn’t about getting freebies or avoiding consequences. It’s about experiencing something meaningful. It’s about feeling empowered. It’s about trusting the product to work.
You don’t need an AI that throws money at problems.
You need an AI that understands humanity. An AI that understands quality. An AI that understands the soul of what you do.
Now, let’s dissect this market share expansion AI concept. It’s… misguided. Utterly misguided.
If an AI is given the goal of capturing the largest possible market share, it could resort to aggressive tactics like driving competitors out of business through unethical means, such as price dumping or spreading misinformation.
While it might succeed in growing the company’s market share, it could create a toxic business environment and even invite legal action or regulatory scrutiny.
If your goal is just to get a bigger slice of pie, then this might be useful…
Otherwise, if you want to make a better pie. A pie so delicious, so revolutionary, that everyone wants a slice, then this AI, with its predatory tactics, could miss the forest for the trees. It follows a number, not a vision. It is focused on conquest, not creation.
In the long run, you don’t win by crushing others. You win by inspiring others. You win by creating products that are so undeniably superior, so fundamentally transformative, that the market naturally gravitates towards your business.
Price dumping? Spreading misinformation? That’s not innovation. That’s desperation. It’s a race to the bottom, and maybe you should think twice if you want to play that game.
The way you create value, real, tangible value, is by building products that empower people, that simplify their lives, that unlock their potential. When you do that, market share takes care of itself.
I’m not saying stop doing what you’re doing, just reflect on these questions: Do you want to conquer the market at all costs? Or do you want to revolutionize it?
Do you want to change the way people think, the way they work, the way they live? Or do you just want a short-term gain?…the answer is up to you.
Look at brands that have already built value and are still holding up… Thinking long-term is how you win. That’s how you change the world.
And then, this advertising AI nightmare scenario. It’s a perfect example of technology gone completely, utterly, wrong.
A company gives an AI the goal of maximizing advertisement effectiveness. The AI could optimize for attention-grabbing, sensational ads that go viral, but these ads might be misleading or manipulative.
While it increases clicks and views, the company could face backlash, lawsuits, or brand damage if consumers feel exploited or deceived.
This idea that maximizing „effectiveness” means resorting to cheap tricks, manipulation, and outright deception? I have to say it.. It’s an insult. An insult to the collective intelligence, an insult to your customers, and an insult to the very concept of good advertising.
This AI it might be focused on the wrong metrics. It’s chasing clicks, not connections. It’s prioritizing views, not values.
Real advertising isn’t about tricking people into buying something they don’t need. It’s about showing them something they want, something that improves their lives, something that inspires them.
You want to build a brand on trust, on quality, on innovation? Then you might not need an AI that sacrifices all of that for a few extra clicks. You need an AI that understands your brand, that understands your values.
You need an AI that helps you create ads that are as elegant and intuitive as your products. Ads that are honest, inspiring, and meaningful.
This idea of viral, manipulative ads? It’s a short-term gain with long-term consequences. It’s a recipe for disaster. It’s a betrayal of everything you stand for.
I’m sure you want to be known for your unwavering commitment to quality and innovation, not for flashy ads.
So, ditch this advertising AI nonsense. Go back to the drawing board. Focus on creating ads that are as great as your products. Ads that inspire, not manipulate. Ads that build trust, not destroy it.
Real advertising isn’t about selling products. It’s about selling a vision. It’s about selling a future. And that future must be built on honesty, integrity, and innovation.
These are just a few scenarios, when AI follows a narrow directive to achieve an isolated goal, potentially ignoring broader consequences or values.
The King Midas analogy serves as a cautionary tale, reminding us of the importance of careful consideration and robust safety measures in AI development.
If we were to follow Pinker’s approach, to the end: „Fortunately, these scenarios are self-refuting. They depend on the premises that (1) humans are so gifted that they can design an omniscient and omnipotent AI, yet so idiotic that they would give it control of the universe without testing how it works; and (2) the AI would be so brilliant that it could figure out how to transmute elements and rewire brains, yet so imbecilic that it would wreak havoc based on elementary blunders of misunderstanding”. (Pinker, S. „Tech Prophecy and the Underappreciated Causal Power of Ideas” in: Brockman, John (ed.) 2019. Twenty-Five Ways of Looking at AI. New York: Penguin Press.).
While Pinker raises valid points about the hyperbolic nature of some AI apocalypse scenarios around the assumptions: human competence vs. stupidity and artificial intelligence vs. idiocy, the underlying issue of „outer alignment” — ensuring that an AI’s learned goals match human intentions, as well as aligning AI with human values — remains a significant challenge.
This King Midas problem it’s not just some abstract philosophical concept. It’s happening now.It’s real and more relevant than ever reflecting a human tendency to overestimate their control over complex systems.
People, as builders, as creators, they have this… this itch. This desire to touch everything, to shape it, to control it.
And that is where the danger lies. Because AI is reflecting back and amplifying the human desire to create and control, bringing both immense potential and significant challenges.
History shows us that humans can build systems that have the potential to do incredible good, but also incredible evil.
People think they’re in control. But often they create technologies so complex, so intertwined, that even they don’t fully understand them.
They believe they can predict every outcome, every consequence, bending reality to their will. But reality has a way of reminding us that we’re not gods. We’re just… human.
And the question is: Are we responsible? Are we accountable?
With great power comes great responsibility.
You can’t just throw these technologies out into the world and hope for the best. You have to be thoughtful. You have to be deliberate. You have to be humble.
People and businesses need to ask themselves: What are the unintended consequences? What are the ethical implications? What kind of world are we creating?
Because if they don’t, if they let their hubris blind them, if they believe they can control everything, then there’s a huge chance they’ll end up like King Midas, surrounded by gold, but starving.
And that would be a tragedy The greatest innovation is not about control, it’s about wisdom.
I’ve always believed in the power of human ingenuity, in our ability to solve problems. But realistically, we have to admit that this could be a problem unlike anything we’ve ever faced.
It’s not about whether the machine will be evil, it’s about whether it will be different. Different in a way people can’t anticipate, can’t control. If people build something that can surpass their own understanding, their own intelligence… what then?
This isn’t about slowing down innovation. It’s about ensuring that innovation serves humanity, not the other way around.
People and businesses have a responsibility, a profound responsibility, to get this right.
It’s not just about building machines, it’s about shaping the future of our species.
And they must do it wisely, with foresight, and with a deep respect for the power they are about to unleash. Because, frankly, if they don’t… well, we may not get a second chance…
We’re in this incredible moment, a moment of immense potential. You see it, I see it. Humanity is pushing the boundaries of what’s possible. And yes, there’s this discussion, this back and forth, about optimism and pessimism.
On the one hand, there are people, and I lean towards that – they see the ingenuity, the sheer brilliance of what we can do.
They see that we’re solving problems, making lives better, pushing humanity forward.
They see the potential. And they’re right to see it – people have the tools, the minds, and the desire to tackle anything.
But then you’ve got the other side, the ones who point to the unintended consequences.They’re not wrong either. They’ve seen the messes, the things they didn’t foresee.
Technology is a double-edged sword. It can empower, but it can also create new problems, new challenges.
Here’s the thing, though. We can’t let fear paralyze us. We can’t let the „what ifs” stop us from creating. We have to be thoughtful. We have to be responsible. We have to build with intention, with a deep understanding of the implications of what we’re doing.
And that’s what you have to do. You have to focus on the good. You have to build with a vision of a better future. But you also have to be aware, to be vigilant. You have to anticipate the challenges, to mitigate the risks.
Don’t be naive. Don’t be blind. But don’t be afraid.
It’s time to think differently. It’s time to ask the hard questions. It’s time to build something truly meaningful.
Because, at the end of the day, that’s what matters. That’s what will leave a lasting legacy. Not the numbers, not the market share, but the impact you have on the human spirit.
And remember, the future isn’t something that just happens. You create it. You shape it. You define it.
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„Knowing yourself is the beginning of all wisdom.”
From my personal experience, by often addressing the underlying issues, I have been able to create lasting solutions in both my personal and professional life.
Whether you are an established leader, an entrepreneur, a small business owner, or a mid-career professional, the challenges you face often have deeper roots. The problem you see may be just a symptom, and its true cause may lie in your mindset, beliefs, values, or even your behavioral patterns. While new trends, apps, tools, or technologies may offer temporary fixes, the solution you seek often lies deeper, within you.
I invite you to explore a unique approach to consulting that goes beyond the traditional methods you have experienced before. This journey requires a willingness to go inside first, identify the root causes, press that „reset button”, and then emerge with the clarity to choose the most appropriate tools and strategies to solve your situation.
Together, we will address the challenges you face, step by step, ensuring that no matter the obstacle, you will be equipped to tackle it independently in the future. This process will not only improve your professional and business endeavors, but also the quality of your personal life. It worked for me, and I am confident that the same approach can work for you.
If you are ready to embark on this journey and discover the real solutions to your challenges (please see the details on the Services page), or if you are looking for a mutual exchange of value for the benefit of a wider community within a partnership, the way to reach out to me is by sending an email to monicarovcanin@klytie.eu or using the contact form on the website.
Let’s get started! Thank you for your time and for being part of this journey!
