How Entrepreneurial Archetype Began: A System To Unlock The ‘Cheat Codes’ In Business And Life

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Hi. I’m Josh. I happen to be the co-founder of the Entrepreneurial Archetype Universe. While you likely haven’t the foggiest idea of who I am, I thought it about time to step into the field of your internet adventures. Think of this article as if I’m writing you a personal letter to break the first layer of ice before I start aggressively hand-talking on the archetypal inner-system dynamics applied to modern entrepreneurship and the digital business landscape. Today, my personal letter is on the topic of your entrepreneur system. Yes, singular. You as a human being playing the role of an entrepreneur in the minefields of the modern world. If you’re not particularly fond of a 14-minute average read-time, Amanda and I recorded a Founder’s Chat podcast that begins, well, at the very beginning. Check it out here:

Here’s how we’ll unlock your Entrepreneurial Archetype in just over 3,600 words:

Before we begin, allow me to introduce myself through a particularly on-brand infographic:

Here’s the short, video-game-character-bio of Josh Hamilton:

(Let’s be real, aside from what I do, 80% of the topics we could cover on who I am would boil down to the above.)

Now, Let’s Talk About Your Business By First Talking About Mine.

I’ve spent the last ten years of my life building businesses while immersing myself in the study of systems applied to those businesses.

Things like: spiral-dynamics and psychology in content strategy, Game Theory, Jungian Archetypes, the Myers Briggs personality spectrum, process automation, body language, growth modeling, Systems Theory, storytelling, etc.

How I harness my Primary Archetype:

My primary Entrepreneurial Archetype is the Architect.

I build stuff out of a connected system of existing stuff while adding a touch of new stuff.

Apps, courses, products, solutions, teams, processes, simple answers to complex questions.

In short: I’m decent at solving problems. Often, these are problems people don’t yet realize exist, yet circumvent the original problem they thought they had. This is my idea of fun.

How I harness my Secondary Archetype:

My secondary Archetype is the Creator. Thus, everything I’ve ever been drawn to has been grounded in creative concept, driven by my insatiable appetite to innovate, disrupt, and build new things to engineer my own version of reality. My core driver is the Game itself –the point is to keep playing at higher levels while pushing the boundaries of any given industry standard.

This is, by definition, an aligned entrepreneurial expression of the dominant masculine energy within my personal Archetype Class: The Outcast.

(The twelve Classes are something you’ll be learning about — especially if you join the Archetype Clarity Plan.)

This may sound sexy (I do have great hair), but the reality is my thirteen-year journey is marred with setbacks, frustration, self-sabotage, and herculean levels of effort. However, in the past year, all of that gave way to what can only be described as a combination of ‘ultimate entrepreneurial alignment’ and ‘frictionless progress.’

Which is to say: everything that was once hard is now in the neighborhood of easy.

Why? How? Well, like most things, it’s best to begin close to the beginning of the beginning.

Let Me Tell You A Story

Los Angeles is the sort of place where a particularly comfortable blue suede couch on a Wednesday evening can change the direction of your life in the span of an hour.

I’d know since that’s exactly what happened to me on a Wednesday evening in Venice.

It was early February of 2020, on the eve of a yet-unknown global pandemic. The Los Angeles sky had mysteriously abandoned its regular smog in favor of a crisp, clear azure. Fitting, as this was the day I’d meet Amanda Bucci for the first time.

Her partner John (Roman, to the initiated) and I have known each other for about nine years. I’d flown in from my hiding place in Tulum, Mexico, to reconnect through the guise of attending one of his Storytelling workshops.

I view John as more of a brother than a friend, so meeting Amanda for the first time as she walked into the boardroom was like meeting a new member of my superfuckingweird global family.

I attended the workshop. A group of us shared a meal and conversation. The conversation was particularly stimulating. One thing swiftly led to another: a massive AirBnB was rented for the group to hang out and connect.


It’s very important you understand some things about the couch.

In this Airbnb was a couch. The couch. The absolutely confusingly comfortable blue suede corner couch.

It was on that couch, at exactly 1:17 am (I remember things like that), my first true encounter with Amanda occurred. It was on that couch where the original Entrepreneurial Archetype quiz was explained to me by her while sitting 6 inches away from each other.

Listen, I don’t say this lightly: I have not ever encountered another human being who’s radiated the level of passion and mastery she did while breaking down her creative ethos. (To be fair, I basically cornered her and demanded she explain it to me at fucking once, but that’s beside the point).

She spoke without hesitation, stutter, or lack of conviction. One word wove into the next as if recited daily for seven years prior.

Psychological, energetic, and systemic issues surrounding entrepreneurship, the dynamism of masculine and feminine applied to practical business arenas, deeply educated correlations between archetypal personalities in science and classifications of entrepreneurs in life, lessons from hundreds of interviews, clients, and personal successes — all anchored in her background of spiritual psychology studies in a way that isn’t normal to comprehend.

Straight-up worldbuilding, woven into a creative concept, she called the ‘Entrepreneurial Archetypes.’

The Coach. The Teacher. The Creator. The Architect.

Now, It was around 1:33 am (while my entrepreneur’s brain lit up in the background like a neuro-Christmas tree) when I asked the archetypal Architect question:

“So, what are you planning to do with this?”

The cosmic Creator that she is responded in kind:

“Well, I haven’t thought of anything past the quiz I’m building to help people.”

While I was completely not okay with that answer, I figured it would be a while before hearing about it again.

Humans tend to be full of ideas yet lacking in throughput.

Not this human.

One. Week. Later. Amanda Creator Bucci released the first edition of the Entrepreneurial Archetype Quiz.

No words.

Checkmate. Check. Mate.

Damn, it was good. Impressive, even. Weaving extremely complex interconnected creative variables into an expertly executed engine of enlightenment.

Naturally, my brain lit up again. This time it was more like fireworks on the 4th of July in Uncle Tony’s backyard (wild explosions everywhere, and definitely unsafe for children).

Shortly thereafter (and much to my surprise), we got on a video call.

After a handful of minutes catching up, it was her turn to ask the question:

“What are your thoughts on how to expand this into a business?”


Being a dominant Entrepreneur type with Creator in my second quadrant, my process is to apply creative models to methods with a touch of madness. It’s not exactly what you would call a “calm” process.

Thus, my answer was, “let me get back to you.”

With permission granted, I stepped into my beloved cockpit to let fly Entrepreneurial fury. Through 90 minutes of flow-level thought-mapping, I came up with a blueprint that expressed MY Primary Archetype applied to the same creative concept she had so masterfully brought into the macrocosm.

I cued up an email and hit “send.”

It looked something like this:

Imagine having this sent to you after meeting a stranger on a couch at 1:00 am in Venice Beach.

Along with a 57-minute video of myself sharing a screen running through my thought-systems like a proper wildman, no less:

57 minutes of “here’s exactly what I think you should do, but, like, let me know your thoughts?”

After meeting once. On a couch. At 1:00am.


Let’s back it up for a second.

Look, I’m an odd duck.

I’ve done a lot of “things” in my life. In fact, my life more closely resembles a multi-genre action/love/horror/drama/adventure epic movie than a regular neighborhood gringo.

The same is true in business.

However, every single thing up until now was missing something. A piece, a component, a broken chain in the causal feedback loops that govern what makes a business truly great.

Then, along came Bucci.

Back To Why This Story Matter To You.

It turns out; she liked my systems approach to her creative genius.

Fast forward to the time of writing this email; we’ve released the Entrepreneurial Archetype Clarity Plan.

While the coming months will bring wicked-awesome things like the newly developed Quiz, the Entrepreneurial Archetype Universe platform and app itself, treasure chests of resources and tools, and other such growth toys– the Clarity Plan is of particular importance.

If Amanda and I hadn’t met when we did, asked the questions we did, or sat down on that mysteriously comfortable blue suede cloud of a couch on the outskirts of Venice, California—I wouldn’t be writing you this email.

If I weren’t writing you this email, I wouldn’t have reached the powerful clarity I now have that has led to the acceleration of every area of business and life.

Without that clarity, the mindmaps above would be nothing more than meaningless drawings left in the virtual trash-can where most ideas go to die.

What I want for you is to experience what I have through this journey. Clarity of purpose, alignment of natural abilities, and the fusion of Archetypal synergy in all its power.

I’ll break this down in tangible terms, starting with a phrase you need to permanently delete:

The Most Dangerous Phrase in Business.

Follow your passion.

You’ve heard this. Maybe you even agree with this. Sounds simple, right?

Find that thing you love more than anything, build a business, and success will follow.

There’s one irritating problem with this advice: it completely ignores the fundamental elements required to succeed in business without losing your damn mind.

Including the core asset from which all success is mined: YOU.

The very nature of wanting to start, build, run, and scale a business is exciting. Romantic, even.

I understand the temptation to dive gleefully into your business. Whether it be fresh off the docks or a seasoned brand. You already “know yourself”.

What difference will a (longer) methodical approach truly make?

All of the difference.

No two entrepreneurs are the same. Each gifted with different strengths, skills, weaknesses, and faults.

You’ll save years of strife if you identify and understand your internal entrepreneur type, Entrepreneurial Archetype Breakdown, core values, a hierarchy of needs, and a strategically sound approach from the start.

Asking questions is the most valuable skill you can come to embrace and refine. Asking questions about your ‘self’ is how you find yourself on a luscious suede couch in Venice engaged in a life-altering conversation with Amanda Bucci.

So, to help address this riddle, I’ve built a system.

Define and Build Your Entrepreneur Game Model (EGM)

An Entrepreneur Game Model (EGM) is a framework I created to systematically uncover, define, classify, organize and weaponize the core psychographic elements that govern “why” and “how” we do what we do.

Of course, like most things I build, the EGM is a system created from a collection of existing systems, woven together into a new system, to produce a practical solution.

I’ll cover the inner workings of the full EGM in a future article. For now, I want you to understand the seven pillars:

  • (T) Entrepreneur Type
  • (A) Entrepreneur Approach
  • (EA) Entrepreneurial Archetype, Archetype Class, and Percentage Ratio
  • (R) Entrepreneur Strategy Roadmap
  • (M) Entrepreneur Ambition Matrix
  • (S) Entrepreneur Stage
  • (X) Enneagram & Myers Briggs Classification

Seven pillars. All of which feed into and influence the other through a simple equation. The result, if taken seriously, is equivalent to being handed the cheat codes to the Infinite Game of business and life.

Now, I’ve no interest in sparking a warzone in the comments section over leaving you hanging. So, here’s a summary breakdown of four core pillars in the EGM:

(T) What is your Entrepreneur Type?

This touches on who you are on a psychological level. What lights you from within to do the things you’re called to. Self-awareness in this realm is foundational to the next steps.

The Perfectionist (Per):

Works towards perfection; Avoids error; Conscientious; Hates schedules & deadlines; Great critical thinking skills; Leads by example; Prefers doing over feeling.

The Giver (Giv):

Wants to gain approval; Feels pride in being needed; Grows by discovering what they want; Craves freedom; Works for the respect of people.

The Performer (Pef):

Loves the spotlight; The instant expert; Captain of winning team; Heart is in the work.

The Romantic (Rom):

Wants creativity; Craves freedom; Called to emotionally intense lines of works; Attracted to what is missing.

The Observer (Obs):

Likes boundaries; Watches life as an observer; Values unemotional decision making; Minimalist; Values emotional control; Extremely productive when in a decision-making role.

The Trooper (Tro):

Strong analytic powers; Comes alive under adversity; Clearly focused CTAs; Ambivalent about visible success; Thrives on adrenaline; Asks hard questions; Skeptics.

The Epicure (Epi):

Wants to keep energy up; Experiences joy, options, and ideas; Diffuses fear; The world is full of possibilities; Spontaneity; Positive future.

The Captain (Cap):

Concerned with injustices; Lusts for life; May see compromise as weakness; Defending the innocent; Setting boundaries; Enforcing the rules.

The Mediator (Med):

Maintains neutrality; Cannot say ‘no;’ Relaxes friction; Structure and keeping the peace.

(A) What Entrepreneur Approach will you take?

This question explores the realm of what makes you tick as a person and the values or circumstances you hold. The practical driver behind “doing business” is uniquely yours. Therefore, emulating the characteristics of someone else is a fool’s errand.

The Essentialist

These entrepreneurs are starting a company out of necessity. They could have lost their job or need more income coming into their household to survive. Either way, this entrepreneurial type will rise to any challenge with a chip on their shoulder.

The Do-Gooder

These entrepreneurs want to change the world in their small way. Their #1 focus is figuring out how to make the largest social impact. Money is secondary to them.

The Expert

These entrepreneurs are experts within a field and have decided to take that expertise and start something of their own. These entrepreneurs are the lawyers, architects, and programmers of the world.

The Artist

These entrepreneurs identify themselves as artists and artisans first. Their #1 focus is to create. The business side of things may not come easy to this type, but it is necessary to do their art. Artists taking control of their economic well-being.

The Franchisee

These entrepreneurs usually come to a business that has already worked out its systems, much like a franchise. They are not interested in having their name tied to a unique entity but prefer knowing that a system works and is profitable. This entrepreneurial type is a low-risk entrepreneur with money as a priority.

The Builder

These are the opportunity seekers. Once they see an opportunity, they seize it to help it grow. These people are born entrepreneurs. It is in their blood. This type is most likely to start a company, build it to a specific point, and then move on to another venture. This entrepreneurial type is the most likely to be a serial entrepreneur.

The Lifestylist

These entrepreneurs love the idea of living the entrepreneurial lifestyle and are living to grow their businesses large enough to maintain that lifestyle. These entrepreneurs may piece together their business by capitalizing on their own skillset or personal assets. This entrepreneurial type will also have more than one project running, which may include a consultative practice.

(EA) What is your Entrepreneurial Archetype Class?

This is where things begin to get practical. The real-world aspects of your chosen business models, role, energetics, ambitions, product offerings, strategic approach, content style, and more.

It’s great to know who you are as a human. Yet, the magic begins to show when you weaponize that human in the realm of frictionless entrepreneurship that flies in the face of stereotypical phrases like “stressful, frantic, inconsistent, and lost.”

We dive into this step-by-step  in the Clarity Plan, as well as on our website, so I’ll list them here for you to consider:

Architect Classes

  • The Sorcerer
  • The Outcast
  • The Champion

Teacher Classes

  • The Eye
  • The Magnet
  • The Hidden Gem

Coach Classes

  • The Healer
  • The Advocate
  • The Optimizer

Creator Classes

  • The Ruler
  • The Vessel
  • The Artist

Next, unpack the strategic elements of your Entrepreneurial Archetype breakdown

  • What do you WANT?
  • Why do you want what you want?
  • How will you achieve what you want?
  • What systems and people need to be in place?
  • Where are your weaknesses?
  • What is your zone of genius?
  • What is your differentiating asset?
  • What do you need to focus on or get rid of immediately—today, to engineer this?

These, among roughly 15 additional questions, are absolutely essential to have definitive answers to.

Put these pieces together, and you’ll have the beginnings of a complete tapestry of who you are as an entrepreneur. Powerful information that will impact the velocity of future success.

Perhaps you’ve started a business that’s a passion for you, but know that you need more than a passion for making your dreams a reality.

Well, that is precisely why the Archetype Clarity Plan is here. It exists as an interactive introduction to the FULL Entrepreneurial Archetype System while employing pillars of the EGM.

It is the navigational template we all wish we had when first stepping into the world of entrepreneurship. Today, it exists. And in two clicks, it can be yours.

(S) What Entrepreneurial Stage are you in?

In simple terms, there are 4 stages that all companies go through as they “scale”. Just like human beings – who evolve to need different food, different care, and have different goals – companies go through growth stages. As an entrepreneur, your role and focus in each stage will shift dramatically. Having a plan for each stage isn’t optional.

Stage 1. Start-Up

Usually, 0-5 employees. You, the leader, are everything. You are the center of the company and end up being a jack of all trades.

At this stage, your focus is product development, and your priority is to validate your business model. Most companies that succeed end up selling a product or service very differently than what the founders thought the market needed at first.

Stage 2. Grow Up

You are a more focused leader. The company now depends on other people executing their tasks.

Your focus is 100% on sales at this stage, and your priority is hiring the right team.

Why sales? Now you have bills and salaries to pay. It’s both humbling and scary when you first realize that you are responsible for serving a community of clients and partners and that your team and their families depend on your business’s success (sales).

Why hiring the right team? Now you’re delegating, and you no longer directly influence the product you’re selling, so you need to get the right team.

Stage 3. Scale Up

You are a leader of leaders. Your company has validated its product, and you’re aligning and simplifying processes, betting on a select number of products, and trying to 10x, 100x, or 1000x them. Your focus is defining your place in the industry, and your priority is to scale. Previously, your competition didn’t even know who you were. Now, you have the chance to start challenging their place in the market by inserting yourself. You will only move to the next stage if you set your company for scale in infrastructure, people, and processes.

Stage 4. Industry Domination

You start fighting a battle to win the market, and you control a significant percentage of it.

Your focus is dominating the industry, and your priority is constantly reinventing your business. Usually, when leaders get to this stage, they develop a sense of accomplishment, and everything seems to indicate that if they keep on doing what they are doing, they’ll maintain their status.

This is how, slowly and surely, companies lose their strength and eventually are put out of business by a newer, smaller, and faster player in the market.

Of course, depending on the specific industry you’re in, the details of each stage will differ in context. However, the principles remain unchanged.

Ready to accelerate your Entrepreneurial Growth?

Join The EAUniverse: the first-ever personality-driven growth platform for creators, coaches, architects, and teachers to thrive in their businesses on the achievement level, and the personal level!

Here’s what you need to know:

  • Get entrepreneurial growth resources contextual to your Archetype Breakdown for a truly personalized entrepreneurial growth journey
  • Accelerate your growth through community learning and feeling full permission to be yourself
  • Utilize personal development as a core tool in business growth by healing your innermost patterns
  • Stay aligned and connected to your vision through reminders and prompts that keep your focus crystal clear
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