OUTLAW archetype
Rebel | Revolutionary | Maverick
You're a rule breaker to your core. You give zero Fs about being popular or fitting in. You aren't afraid to take risks, share unpopular opinions or lean in to what makes you controversial. Your audience loves your polarizing personality and rebellious nature, and they're equally inspired by your willingness to raise hell and break rules in the name of inciting change.
THEIR natural state
Raising hell in the name of change
Embracing what makes them controversial
Denouncing the norms flying around
THEIR state of mind
Candid
Raw
Bold
Free-thinking
Disruptive
Rebellious
Polarizing
Gritty
Originality
Non-conformity
Freedom
Defiance
Independence
Individuality
THEIR turn offs
Being silenced
Being fake
Power trips
Close-minded
THEIR voice & vibe
Candid
Straight-shooting
Raw
Bold
Polarizing
Controversial
Anti-mainstream
Defiant
Unapologetic
THEIR content & products
Exposes and reframes what’s broken
Is laced with shock value
Taps into their customer’s extremism
Disrupts norms
THEIR customers are chasing
Feelings: Righteous, Inspired, Liberated
Mood: Defiant, Racy, Free-thinking
Lifestyle: Autonomy, Counter-culture, Change-maker
creator celebrities
Quentin Taratino
Pink
Howard Stern
Chelsea Handler
Dennis Rodman
Richard Branson
creator big brands
Harley Davidson
Diesel
MTV
WWE
Redbull
there are four shades of the
OUTLAW archetype
01
02
03
04
the
activist
FIGHTS FOR A CAUSE
Wants to radically transform some economic, political, or social structure. They believe in the power of the people to affect change, and they rally others behind their cause.
the
GAMBLER
THRIVES ON RISK
There are no limits to what they are willing to bet. Yet, they are socially adept and have great instincts.
the
MAVERICK
REJECTS LABELS
OF ANY KIND
With an independent streak a mile wide, they display intellect, aggression, and
fearlessness while
denouncing norms.
the
REFORMER
IS ON A QUEST TO INCITE CHANGE
Typically more understated and calculated, they are often seen in the roles of watchdog or whistleblower as they look to improve the existing system rather than destroy it completely.
