Myers-Briggs, Enneagrams, that personality test pop-up ad. Chances are, you’ve taken one of these quizzes in between your daily spreadsheet inputting and email responding. But their results can ...

Carl Jung, a Swiss psychiatrist, believed we all embody one of 12 personality types. So whether you want to admit it or not, the role you take in a friendship, your favorite place, and even your role ...

Rooted in the work of psychologist Carl Jung, brand archetypes reflect universal human patterns. Use them as a strategic operating system.

Carl Jung demonstrated how archetypes connect the unconscious with the conscious and the past with the present. Most novelists believe stories require an archetype before they can become a classic.