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

Raw
Free-thinking
Disruptive
Rebellious
Polarizing
Gritty
Non-conforming
Defiant
Independent

THEIR turn offs

Being silenced
Being fake
Power trips
Close-minded

THEIR voice & vibe

Candid
Straight-shooting
Bold
Polarizing
Controversial
Anti-mainstream
Defiant
Unapologetic

Dominant

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

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.