The Creator

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here. 

The third archetype within the quadrant of stability and control is The Creator. Everyone loves to think their brand is a creator brand. It only makes sense since most companies actually create things. However, Creator brands aren’t automatically the archetypal driver just because you create something. No, instead, Creator brands offer the world a sense of stability and control through innovation and creating new things.

Here’s what makes brands truly emblematic and exemplary of The Creator archetype:


The Creator archetype is fundamentally driven by an innate desire to bring something unique and meaningful into existence. Their motivations are rooted in the pursuit of self-expression, innovation, and the creation of beauty. Creators are fueled by the need to explore their own creativity, manifest their vision, and leave a lasting legacy through their artistic or inventive endeavors.


Leonardo da Vinci: The Renaissance polymath Leonardo da Vinci embodies the Creator archetype. His motivation was to explore and understand the world through art, science, and invention. His works, such as the Mona Lisa painting and his sketches of flying machines, exemplify his creative drive.

  1. K. Rowling: The author of the Harry Potter series, J. K. Rowling, is a modern-day Creator. Her motivation was to craft a rich and immersive world of magic and adventure, inspiring readers of all ages and cultures.

Tony Stark (Iron Man): In the Marvel Universe, Tony Stark (the alter ego of the superhero Iron Man) is portrayed as a genius inventor and engineer. His ability to create advanced suits of armor and cutting-edge technology is bolstered by his desire to exert control and stability in a chaotic world.

Brand Examples

Industries that create new things are usually pigeonholed as being driven by the Creator archetype. However, spreading outside of industries like architecture, design, marketing, restaurants, and technology isn’t difficult once you understand what this archetype does for people. Here are some brands outside of those industries that exemplify the Creator in action.

Crayola: Who doesn’t remember the magic of crayons and markers that allowed you to express yourself as a kid? Crayola supplies the tools and inspiration necessary to spark creativity within people of all ages. The first paragraph of their “About Us” page reinforces their Creator-based beliefs: “Whether it’s providing tools to put a purple octopus on the moon, or enabling teachers to bring arts-infused learning into the classroom, Crayola is passionate about helping parents and educators raise creatively alive children who we believe will grow to be inspired, original adults.”

Squarespace: Building websites was once reserved for the coders of the world. Squarespace changed that by launching a platform that anyone can use to build sites that work. From e-commerce to basic brochureware needs, Squarespace is a platform that facilitates creation. Building products that help people succeed is the brand’s Purpose in action, and it’s completely aligned with the Creator archetype behavioral driver.

Pandora: The jewelry brand (not the music streaming service) offers Patrons the ability to express themselves to the world with countless charms that can be added to wearables. From bracelets to necklaces, the charms allow people to tell their stories through beautiful jewelry pieces that grow as life experiences are accumulated. 


Innovative Thinking: Creator brands excel at thinking outside the box. They possess the ability to generate novel ideas, solutions, and artistic expressions that challenge conventional norms.

Self-Expression: They have a powerful drive for self-expression. Creator brands use their chosen medium, whether it’s art, music, writing, or invention, to convey their thoughts, emotions, and perspectives to the world.

Aesthetic Sensibility: Many Creator brands have a heightened sense of aesthetics. They infuse beauty and elegance into their creations, elevating the sensory experience of others.

Persistence: Creator brands often exhibit unwavering persistence in their work. They are willing to invest substantial time and effort to bring their visions to life, even in the face of setbacks.

Legacy-Building: They aspire to leave a lasting legacy. Creation brands born of their ingenuity have the potential to influence culture, inspire others, and endure through time.


Perfectionism: The pursuit of perfection can be a double-edged sword. Creator brands may become consumed by their work, endlessly refining and critiquing, sometimes at the expense of completion.

Isolation: The creative process can be isolating, leading Creator brands to withdraw from social interactions and relationships in favor of their work.

Self-Doubt: Many Creator brands grapple with self-doubt and fear of inadequacy. They may question the worthiness of their creations or struggle with imposter syndrome.

Tunnel Vision: Focused on their creative pursuits, Creator brands may develop tunnel vision, neglecting other important aspects of their lives or missing out on diverse experiences.

Resistance to Critiques: Creator brands may be resistant to critique or external feedback, viewing their creations as extensions of themselves and becoming defensive in the face of criticism.

In summary, the Creator archetype embodies the essence of innovation, self-expression, and the pursuit of beauty. Their strengths form a powerful foundation for brands seeking to invent new ways of offering stability and control. Creators remind us of the boundless opportunities of innovation and new thinking, and how the world can become a safer, better place with the right tools.

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