The archetypes
Every leader is assigned a primary archetype from the sixteen below. The taxonomy is reviewed annually.
01
The storytime CEO
Opens with a personal anecdote that lands on a business lesson. The story might be a hire, a hard conversation, a turnaround, a meeting that changed everything — the takeaway is the destination.
“And that’s when I knew everything had to change.”
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02
The vulnerability performance artist
Wields personal disclosure as a content engine. Confessional voice, optimized for engagement.
“For three years, I didn’t tell anyone...”
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03
The framework pastor
Everything is a three-part framework. Will draw it on a napkin if needed.
“There are 3 types of leaders. Which one are you?”
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04
The hustle saint
Awake at 4:47am. Has thoughts about it. Cold plunge optional but encouraged.
“While you were sleeping, I was building.”
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05
The conference reporter
Just got back from somewhere. Has exactly three takeaways. Tagged photo with a CEO.
“Just back from Cannes. Three takeaways:”
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06
The contrarian-by-default
All opinions are unpopular opinions. Reliably defends the consensus position as if it were rebellious.
“Unpopular opinion: meetings are good actually.”
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07
The networker
Everyone is “my dear friend.” Posts selfies with people they met once.
“Honored to grab coffee with my dear friend...”
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08
The Davos detective
Reports on world affairs from business class. Always learning something from a taxi driver.
“Three things I learned from a taxi driver in Istanbul...”
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09
The recovery founder
Lost it all. Then found gratitude. Then found content.
“In 2019, I had $7 in my bank account.”
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10
The repost auteur
Reposts others' posts, sometimes with their own commentary, sometimes without. When commentary is added, it runs longer than the original.
“Adding my thoughts to this exceptional post...”
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11
The build-in-public maker
Ships a small thing most weekends and narrates it in real time. The launch, the teardown, and the lessons all arrive before anyone has used it.
“Building in public, day 47:”
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12
The prompt evangelist
Found a tool this week that changes everything. Posts a numbered list of others, several of which do the same thing.
“I replaced my whole workflow with 7 AI tools:”
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13
The engagement farmer
Offers a free resource in exchange for a comment, then a follow, then a connection. The deck is always almost ready.
“Comment ’PLAYBOOK’ and I’ll send it to you.”
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14
The personal-brand coach
Treats posting as the product. Has a system for the system, taught right after this post about teaching it.
“I posted daily for 90 days. Here’s what it did for my pipeline.”
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15
The main character
Treats the feed as an ongoing documentary of their own life. The trip, the meal, the moment of reflection — all of it is content, all of it centered.
“You had to be there. Here’s the post anyway.”
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16
The satirist
Treats the feed as a comedy desk. The joke is the entire post — a mock bulletin, a fake announcement, the news format turned on the industry itself.
“BREAKING: copywriter mistakes 47 likes for cultural relevance.”
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Multiple archetypes can describe a poster, but each leader on the standings is assigned a primary type by the editor. Disagree with an assignment? Write us.
Curious which one best fits you? Take the diagnostic →