HERO archetype

Warrior | Dragon Slayer | Competitor

You're a peak performance machine who eats, breathes, and sleeps determination. You have the heart and drive of a champion, which is probably why you're a natural born winner. Your audience is constantly inspired by you and deeply respects how you lead by example as you challenge and empower them to show courage in the face of fear.

THEIR natural state

Showing courage in the face of fear
Maintaining an unrelenting drive
Proving people wrong

THEIR state of mind

Strong
Audacious
Defying
Brave
Proud
Tough
Focused
Determined

THEIR turn offs

Self-doubt
Indecision
Cowardice
Status Quo
Excuses
Uselessness

THEIR voice & vibe

Self-assured
Actionable
Motivational
Defends the underdog
Direct
Confident
Unshakeable

THEIR content & products

Says "I dare you"
Is laced with metaphoric opponents
Taps into their customer's resilience
Activates determination

THEIR customers are chasing

Feelings: Victorious, Disciplined, Heroic

Mood: Elitism, Competitive, Accomplished

Lifestyle: Active, High Performance, Risk Taker

creator celebrities

Nelson Mandela
Danica Patrick
Michael Jordan
Muhammad Ali
Lance Armstrong
The Rock
John F. Kennedy

creator big brands

Weight Watchers
Gatorade
GoPro
Spalding
Marines
ESPN
Nike

there are four shades of the

HERO archetype

the

WARRIOR

IS FEARLESS

TO THEIR CORE

They have a strong sense of duty coupled with a healthy dose of bravery. Add to this a tactical mode of attack and they are famous for being strong on strategy.

the

ATHLETE

FOCUSES ON

PHYSICAL ABILITY AND MENTAL FOCUS

Disciplined and achievement-oriented, they are relentless in their pursuit of a goal. The desire to be bigger, stronger, faster, and better is ingrained in them.

the

RESCUER

HELPS THOSE

IN NEED

With intuitive sensibilities and quick reflexes, they often swoop in with a heart full of bravery and become a familiar face in times of dire circumstances.