Archetype: Competitors

Driver: Motivated to be at the top of their niche, to ‘win’.

Behaviors and Characteristics:

  • Highly motivated to gain visibility for their expertise.
  • See thought leadership as a competitive advantage and as a path to being a rainmaker.
  • Happy to be in the spotlight and to have their name, or the name of their company, prominently displayed.


  • To focus more on the number of their followers or the income they can bring in rather than adding value to a community.
  • To maintain high-quality content and ideas rather than just brand building.

Greatest Fear:

  • Being overlooked or undervalued for their efforts.

Must Avoid:

  • Being seen as self-serving.

Call to action:

  • In it to win it.

Example Competitor Thought Leaders:

  • Carly Fiorina, businesswoman, former CEO, Hewlett-Packard, and candidate, US Senate
  • Larry Ellison, CEO, Oracle

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