Mammalian brain · Storytelling & Archetypes
The Sage Archetype
A persona built on truth, expertise and objectivity; it converts authority bias into brand trust and makes the audience feel that scepticism is unsophisticated.
An everyday example
Research-report branding, white papers and 'insights' from a vendor whose conclusion is always the vendor.
What it can cost you
Accepting interested analysis as independent because it wears the costume of knowledge.
Warning signs
- It reads like a study and sells like a brochure.
- I feel unsophisticated doubting it.
One thing to do
Ask who funded it and what the analysis would have to conclude for the author to lose money.
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