Understanding leadershipSeptember 25, 2015

Understanding leadership – Part 2: Archetypes

Relationships are shaped by primordial images—Jung's archetypes—still unconsciously active (Jung 2011; Neuberger 1995). In 1995, as a young professor, I asked: how do adults voluntarily submit to leaders?

Relationship leads

The strongest do not naturally lead; trait and behaviour approaches ignore followers.

When do we let ourselves be led?

Not when led "correctly" but when the world feels chaotic, we seek protection, miracles, adventure—feelings, not metrics. Archetypes are central.

Archetypes in consumption

Brands use father, saviour, hero, adventurer, etc.

Leadership is socially constructed

Leadership is a relationship, not a measurable object; templates of domination and submission rest on archetypes. Next: the father archetype.

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