Page 205 - Midas Touch

The book describes the archetypes that exist in mythology and in business
and suggests that entrepreneurs and brands represent archetypes. Here are
the archetypes with a few characteristics and their respective mottos. Can
you figure out which type you are?

The Ruler identifies with the king, queen, corporate CEO,

president, senator, mayor, and super-efficient soccer mom.
Rulers must take control. It’s not about taking care of
people. The Ruler archetypes are “control freaks.” They
believe they should make the rules and enforce them. IBM
is a ruler brand; Apple is an outlaw brand. If you identify
with the rulers, you probably relate to IBM. If you are an

outlaw at heart, you love Apple. The Ruler’s motto is:
“Power isn’t everything. It’s the only thing.”

The Outlaw finds identity outside the prevailing social
structure. Some outlaws are romantic figures because they
were faithful to deeper and truer values, even if they were
outside the law. Zorro and Robin Hood are considered good
outlaws. The demonstrators at Tiananmen Square were

considered good outlaws to those who love freedom. To the
Chinese government, the same demonstrators were
considered bad outlaws. Many so-called outlaws are rebels
protesting the system.

Outlaws Bonnie and Clyde are romantic American gangster
folk heroes and, at the same time, were vicious bank

robbers. So were Billy the Kid and Jesse James. John
Wilkes Booth thought he would be a hero after he shot
President Lincoln. Instead, he became the focus of one of
the biggest manhunts in history.

Mark Zuckerberg is definitely an outlaw. In 2010, Steven

Levy, author of Hackers: Heroes of the Computer
Revolution, wrote that Zuckerberg “clearly thinks of
himself as a hacker.” Zuckerberg said, “It’s okay to break
things—to make them better.” Today, Facebook holds