In ancient greece and rome, archetypes formed the basis of myths, in which they were depicted as gods and goddesses. These deities, together with those of other ancient cultures, provide some of the specific images associated with the 12 archetypes described in this book. Even though the actors in today’s mythic stories are mere mortals, not gods, the same plots fascinate us.  The Me – Too scandals? Think of the Greeks’ fascination with stories of Zeus’s (the Ruler’s) sexual exploits and the suffering and faithfulness of his wife, Hera.  When archetypes are active in an individual or society, they evoke deep feelings.

When you understand the potential archetypal power of your business, selling your story becomes much simpler, more rewarding and worthier of respect. The management of meaning is about selling stories, but it is also about selling meaning with integrity. If you and your business fulfill their meaning  promise to the same degree thay you deliver quality products, services or experiences, you help customers in two ways: 1) by providing a functional product or service and 2) by helping people to experience meaning in ordinary life. If they do not, they are unlikely to compel stories which movitate you and your customers.

Archetypes enoble life by highlighting its meaning. For eample, someone might feel attracted to another person without experiencing meaning, but the moment they connect with the love story, the archetype of the Lover is evoked and the world comes alive. Similarly, you might have a good time on a trip to discover life, to get in touch with yourself or seek your fortune, the archetype of the Explorer is activated and the experience becomes filled with meaning.

In a way, archetypal meaning is what makes your story come alive for people. Think of a story like Pinocchio wherein an inanimate object comes alive. Archetypes are the heartbeat of a story because they convey a meaning that makes customers relate to your business or products as if they actually were alive in some way. They have a relationship with it. They care about it.

The Power of Your Story Seminar

Amsterdam 17 April

You will examine with Peter de Kuster, founder of The Power of Your Story the way we tell stories about ourselves to ourselves — and, most important, the way we can change those stories to transform our business and personal lives.

“Your story is your life,” says Peter. As human beings, we continually tell ourselves stories — of success or failure; of power or victimhood; stories that endure for an hour, or a day, or an entire lifetime. We have stories about ourselves, our creative business, our customers ; about what we want and what we’re capable of achieving. Yet, while our stories profoundly affect how others see us and we see ourselves, too few of us even recognize that we’re telling stories, or what they are, or that we can change them — and, in turn, transform our very destinies.

Telling ourselves stories provides structure and direction as we navigate life’s challenges and opportunities, and helps us interpret our goals and skills. Stories make sense of chaos; they organize our many divergent experiences into a coherent thread; they shape our entire reality. And far too many of our stories, says Peter, are dysfunctional, in need of serious editing. First, he asks you to answer the question, “In which areas of my life is it clear that I cannot achieve my goals with the story I’ve got?” He then shows you how to create new, reality-based stories that inspire you to action, and take you where you want to go both in your work and personal life.

Our capacity to tell stories is one of our profoundest gifts. Peter’s approach to creating deeply engaging stories will give you the tools to wield the power of storytelling and forever change your business and personal life.