What’s in a personality archetype?

Think of your Archetype as your personality's superpower – it’s already there within you. Your Archetype is who you are when you are at your best.


We've studied more than 700,000 participants. Based on this research, we know that there are 49 personality Archetypes.

Each personality Archetype has a “primary” Advantage. Your primary Advantage is what makes you most persuasive and captivating. You also have a “secondary” Advantage. Your secondary Advantage is your second highest mode of communication. It helps to balance out and support your primary Advantage.

No two personality Archetypes persuade and captivate in exactly the same way. Each has a different communication style, relationship approach, and set of priorities. There’s no right or wrong here. All Archetypes are right as rain because they all bring different Advantages to any group.

Your Archetype is how the world sees you, at your best.
"Your personality is the greatest differentiator you have."
- Sally Hogshead