The Hero, the Magician, and the Everyman: Who’s Running Your Business Narrative?
Every business tells a story.
But not every entrepreneur knows who is telling it.
Behind the scenes of your brand—tucked between your Instagram bio, your services page, and the way you talk to clients—is a cast of characters quietly driving the show. And whether you realize it or not, your business narrative is being shaped by one or more of the twelve classic archetypes.
Today, we’re shining a light on three that show up all the time in entrepreneurship: the Hero, the Magician, and the Everyman. Each one has a powerful voice, a different strength—and a very different idea of what your brand should be about.
The question is: who’s holding the mic?
The Hero: Always On a Mission
The Hero archetype is bold, driven, and laser-focused on achievement. If your brand story revolves around triumph, hustle, and pushing limits, you’re probably letting the Hero take the lead. This can be energizing—but it can also become exhausting. Not every client is looking to run a marathon just to work with you.
The Hero’s greatest asset? Determination.
Its shadow? Burnout, rigidity, and the belief that harder is always better.
The Magician: Master of Transformation
The Magician archetype is all about possibility. Transformation. Big-picture thinking. If your business promises to change lives, unlock hidden potential, or deliver mind-expanding results, your inner Magician is likely calling the shots.
But even magic has a dark side. The Magician can drift into mystique-overload, offering grand visions without clear steps. The story becomes a fog of potential instead of a path forward.
The Magician’s power? Vision and insight.
Its shadow? Vagueness, over-promising, or being hard to pin down.
The Everyman: Approachable, Relatable, Real
Then there’s the Everyman. Grounded, humble, and endlessly relatable. If your brand emphasizes belonging, simplicity, and authenticity, this archetype is running the show. The Everyman builds trust fast—but can struggle to stand out in a noisy, flashier marketplace.
The Everyman’s gift? Connection.
Its blind spot? Blending in or undervaluing expertise.
So… Who’s Steering the Ship?
Sometimes, your brand is being pulled in all three directions. Your Hero wants to lead, your Magician wants to inspire, and your Everyman just wants to be approachable and helpful. When these voices aren’t aligned, your business story can become confusing—not just to your clients, but to you.
Here are 3 signs it’s time to take a closer look:
You’re constantly shifting tone or messaging, trying to “sound right”
Your audience isn’t clear on what you actually do—or how it helps them
You’re attracting the wrong clients (or no clients at all)
Ready to Find Out Who You Really Are?
Getting clear on your dominant archetype (and the shadow ones that sneak in) changes everything—from your brand voice to your offers to the kinds of clients who light you up.
Curious which archetype is driving your business?
Check out my video series, Entrepreneur Archetypes.
It’s time to stop guessing and start storytelling—with clarity, power, and purpose.
