Explorer Defender Thrill-Seeker Achiever

FORTY Maverick Everyman Innocent Entertainer Villain IntellectualArchetypeMaverick Sensualist descriptions Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

EXPLORER DEFENDER Seeker, Wanderer Knight, Superhero, Warrior Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Goal or Method: Brands: People: Goal or Method: Brands: People: To learn what’s North Face, Christopher To protect others U.S. Army, Batman, George constant in life by Pier One, Jeep, Columbus, Jacques from harm through Greenpeace, S. Patton, John always changing Greyhound, Cousteau, Steve bravery and Marlboro, Dial, Wayne your environment. Subaru, Starbucks Irwin service. Band Aid

Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

THRILL-SEEKER ACHIEVER Gambler, Swashbuckler, Adventurer Athlete, Hot Shot, Strongman Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Goal or Method: Brands: People: Goal or Method: Brands: People: To achieve great X Games, Mountain Richard Branson, To prove yourself Nike, Ford, Home Lance Armstrong, rewards through Dew, Chrysler Ben Saunders, through amazing Depot, Adidas, Michael Jordan, great risks. Crossfire, Carnival Errol Flynn physical acts. Under Armor Tiger Woods Cruise Ships, New Zealand, Camelback

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | [email protected] PATXI’S PIZZA Archetype descriptions

TRADITIONALIST NURTURER Conservative, Old School, Miser Mom, Mother Earth, Healer Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

Goal or Method: Brands: People: Goal or Method: Brands: People: To restore the Old Spice, Wendy’s, Norman Rockwell, To help others feel Campbell’s, June Cleaver, world through Procter & Gamble, Ronald Reagan loved by providing Pampers, Volvo, Paula Deen a return to old- Wells Fargo, for their needs and Johnson & fashioned values. Folger’s, GAP wants. Johnson, Loreal, Allstate Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

CONNECTOR ARTIST Networker, Politician, Talker Creative, Creator, Craftsman Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Goal or Method: Brands: People: Goal or Method: Brands: People: To make things AT&T, Verizon, Oprah, Donald To create hp, Adobe, Lego, Beethoven, happen by knowing Facebook, Linkedin Trump something of Home Depot, Salvador the right people. enduring beauty Michael’s, Black Dali, William and value. and Decker, HGTV Shakespeare, Bob Villa

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | [email protected] FORTY Maverick EverymanArchetype Innocent descriptions Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

PHILOSOPHER DREAMER Sage, Prophet, Guru Magician, Sorcerer, Wizard Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Goal or Method: Brands: People: Goal or Method: Brands: People: To help people Scientology, Calvin Plato, Deepak To help Disney, Axe, Tim Burton, Carlos understand Klein, Nikon Chopra, Paulo people achieve Rock Band Castaneda, Steven the world by Coelho supernatural Spielberg, Harry seeing things experiences by Potter from a different promoting faith perspective. and wonder (transformation). Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

MOTIVATOR RULER Mentor, Preacher, Promoter King, Leader, Father Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Goal or Method: Brands: People: Goal or Method: Brands: People: To achieve amazing Truth, (RED), Tony Robbins, To lead people Microsoft, Rolex, Steve Jobs, goals by getting Electronic Frontier Barack Obama, to a common Gillette, The New Franklin Roosevelt, people excited Foundation, Richard Simmons destination through York Times, Jack Moses about a cause. MoveOn.org confidence, Daniel’s determination, and influence.

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | [email protected] PATXI’S PIZZA Archetype descriptions

MAVERICK EVERYMAN Rebel, Outlaw, Rogue Good Old Boy, Girl Next Door, Average Joe Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

Goal or Method: Brands: People: Goal or Method: Brands: People: To achieve Harley Davidson, Henry David To bond with Miller High Life, Jack Black, Homer freedom from the Virgin, MTV, Thoreau, Sid others by being Sonic, Walmart, Simpson, Tom establishment Rimmel, Steve Vicious, George humble, hard- Lowe’s, Walgreens, Hanks, Princess through defiance, Madden, Urban Washington working, and Southwest, Visa, Diana disobedience, and Outfitters, Orbit friendly. Covergirl, Hollister nonconformity.Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

INNOCENT ENTERTAINER Saint, Goody-Two-Shoes, Angel Clown, Jester, Performer Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

Goal or Method: Brands: People: Goal or Method: Brands: People: To achieve a IKEA, Google, Mr. Rogers, Gandhi, To make friends Budweiser, Fanta, Robin Williams, simple, pure life by Apple, Dove, Lysol, Boy Scouts, Oprah (and avoid making Jack in the Box, Bob Hope, Jeff always doing the Master Card, Aveda enemies) through Hulu, Woot.com, Foxworthy right thing. humor and fun. Taco Bell, Doritos

Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | [email protected] FORTY Archetype descriptions

VILLAIN INTELLECTUAL Bad Guy, Monster, Vampire Sage, Genius, Expert Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

Goal or Method: Brands: People: Goal or Method: Brands: People: To satisfy internal Megadeth, Hot Marilyn Manson, To find the truth Ask.com, CNN, Stephen Hawking, drives or passions Topic, LA Ink Darth Vader, Dr. through research, Gallup, MIT, Marie Curie, Ken through whatever Horrible objectivity, and Harvard, CIA, Jennings means necessary. diligence. Bloomberg

Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever

SENSUALIST SERVANT Hedonist, Pleasure Seeker Martyr, Helper, Monk Maverick Everyman Innocent Entertainer Villain IntellectualMaverick Sensualist Everyman Servant Traditionalist Innocent Entertainer Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer

Goal or Method: Brands: People: Goal or Method: Brands: People: To pursue perfect Victoria’s Secret, Madonna, Jane To lose yourself Red Cross, Mother Theresa, enjoyment BMW, Godiva, Austen, Dracula through service to Amnesty Pat Tillman through physical Versace, Food others. International, experiences. Network, Peace Corps, Humane Society, Connector Artist Philosopher Dreamer Motivator RulerConnector Explorer Defender Artist Philosopher Thrill-Seeker Dreamer Achiever Motivator Ruler Explorer Defender Thrill-SeekerPolice Achiever Department

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | [email protected]