As many people will know who read my content, I'm a huge fan of using archetypes in my work. What are archetypes? They are patterns of human behaviour. They span time, culture and geography. They are part of what Carl Jung called our "collective unconscious" - our human instinct. They are amplified in stories and create instant meaning in our minds.There are 12 key archetypes (detailed in the epic work "The Hero and the Outlaw" by Carol S Pearson and Margret Mark) which I tend to introduce leade