The final archetype is The Master. The purpose of The Master is rooted in Maslow’s concept of self-actualization. Their goal is to move lives towards transcendence.

Type: Self-Actualization
Category: Purpose
Archetype: The Master – On a mission to change lives and improve the world
Fiction: Obi-Wan Kenobi, Yoda, Gandalf
Non-Fiction: Nelson Mandela, Elon Musk, Bill Gates

The symbol of The Master is Yoda from Star Wars. Brands with The Master archetype seek to improve the world. They want to set the standards of the future. In the words of Yoda, “Always two there are, no more, no less. A master and an apprentice.”

The archetype can be broken into the following subcategories:

  • Changing lives by building revenue models that pull people up from poverty: Warby Parker, Aravind Eye Hospital, TOMS
  • Changing lives through technical innovation: IBM, Gore
  • Changing lives through capital investment: Grameen Shakti, Juhidi Kilimo
  • Changing lives by connecting suppliers & buyers in more efficient ways: Lyft
  • Changing lives through free enterprise philanthropy: Greyston Bakery
  • Changing lives by providing healthy alternatives: CVS

Explore the Master brands

Warby Parker


Aravind Eye Hospitals


Grameen Shakti

Juhudi Kilimo



Greyston Bakery


what’s your authentic business purpose?

Let Graeme Newell show you how to build and implement a purpose-driven strategy for your business.