The Ruler Archetype
THE RULER ARCHETYPE AT A GLANCE
❤️ CORE DESIRE: To gain control
🎯 GOAL: Create a prosperous, successful image
💡 STRATEGY: Exercise power
💪 STRENGTH: Responsibility, leadership
🌩️ WEAKNESS: Being authoritarian; unable to delegate
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VIDEO CREDITS
🎨 CREATIVE DIRECTION: Kathy Borysiak
📹 VIDEO EDITING: Owen Bryant
🎤 VOICEOVER: Gail Chaffee
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ABOUT THE RULER ARCHETYPE
Driven by their core desire for control, the Ruler is a natural leader with an ability to inspire those around them to follow.
They’re results-oriented, driven by the idea of success and prosperity–and the image that follows. The Ruler is organized, confident, and self-assured. They’re charismatic; persuasive–a role model to those in their social circles who seek guidance or direction. Others look to the Ruler to formulate and execute a fail-proof plan–a responsibility that weighs heavily on their shoulders.
And while the Ruler usually exercises their power fairly, they do run the risk of being too authoritarian; unable to delegate their plans efficiently.
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WHY LEARN ABOUT ARCHETYPES?
Using Archetypes to create user personas is a fantastic way to create effective eLearning courses that really connect to your learners. By creating user personas, we can think more about what voice to use, which visuals to include, and how to really connect with our audience through our eLearning content.
Chances are that your learners embody some elements of each of the archetypes, but there are likely two or three that dominate for a particular learner group. Consider these archetypes as you're building your user personas to build deeper user empathy with your audience.
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