Summary: There’s a lot of confusion out there between archetypes and personas. Both hinge on common patterns, but we shouldn’t confuse the two. I’ll explore this topic and shed some light on the different uses of the words Personas and Archetypes. I hold out hope that we can agree on common definitions and avoid some of the confusion that comes from the words’ overuse, misuse and abuse
In this first of three issues I examine how to help your employees align their behaviors with your life science organization’s mission by using archetypes. Alignment is a topic that will be receiving lots of attention in the next several years, and archetypes provide an excellent vehicle for creating this alignment. I begin with a bold declaration about the worth of your mission statement.
Archetypes have four main roles within the context of an organization’s life science sales and marketing activities. Several of these roles (alignment and communication) apply inside an organization and several (communication, resonance and differentiation) apply externally. In this issue, I’ll examine each role in turn and show how these roles support sales and marketing success in life science and biotech organizations.