Brand You

Chapter 23

Building a team

Archetypes are very useful for building teams. Understanding your own archetype makes you more aware of those that other people evoke in their work. You can then choose colleagues who fit with you and the market you serve.

John and his colleagues were once asked to recruit a finance director for a large company that owns hundreds of pubs and is quoted on the London Stock Exchange. After visiting several pubs and meeting the board and management committee, John concluded that the organisation evoked the Ordinary Guy. The beer and food were of good quality but also affordable. The head office was open-plan and everyone ate in the same canteen. There was a minimum of hierarchy and they addressed each other by their ...