liberator archetype

The second archetype is The Liberator. The purpose of The Liberator is rooted in Maslow’s concept of safety. Their goal is to liberate and help others by reinventing a broken system and helping others break away from bondage.

Type: Safety
Category: Product
Archetype: The Liberator –  Reinvent the broken system
Fiction: Jason Bourne
Non-Fiction: Che Guevara, Richard Branson, Henry Ford, Margaret Thatcher, Moses

The symbol of The Liberator is Moses. Brands with The Liberator archetype are motivated to do things differently, leading others to a better place. In the words of Moses, “All who thirst for freedom may come with us. Tomorrow, the light of freedom will shine upon us as we go forth from Egypt.”

The entire category can be divided into two main groups:

Stakeholder Liberators – Advocates with a focus on improving the situation for customers, vendors, stockholders, and employees. The different types are:

  • Shaking off an oppressor: Harley Davidson
  • Liberate employees: SAS
  • Liberate customers: Jordan’s Furniture, Southwest Airlines

Business Practice Liberators – Companies with a focus on better business practices. They seek to improve innovation, workflow, process, and business operations. The different types are:

  • Workflow liberators: Good Eggs
  • Manufacturing liberators: Honest Tea, IKEA
  • Technology liberators: airBNB
  • Product feature liberators: Sungevity, Netflix

Explore the Liberator brands





Warby Parker

Jet Blue


Jordan’s Furniture

Harley Davidson


what’s your authentic business purpose?

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